Changes in Preferences in Consumer Behavior of Generation Z During The Covid-19 Pandemic
Changes in Preferences in Consumer Behavior of Generation Z During The Covid-19 Pandemic

Summary/Abstract: Factors influencing consumer behavior with a focus on habits are the subject of the research. Although customs are primarily rooted in cultural factors, we see their role in terms of social factors and the shopping situation. The main aim of the paper is to find out whether and how the shopping and media habits of consumers of the generation have changed as a result of the measures taken during the pandemic caused by the SARS-CoV-2 virus. First, we focus the theoretical basis on defining consumer behavior, emphasizing the position of habits among the factors influencing consumer behavior. Empirical starting points are based on the results of content analysis of thinking of the Generation Z which they reflected in the assignment named “My Habits”. We use the method of content analysis to examine the change in consumer behavior preferences of 67 students aged 19 to 21. Subsequently, we examine the surface structure of the texts to determine the frequency of selected words and phrases. At the end of the paper, we summarize the content analysis results and how companies can react to the findings.

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