The post-COVID adaptation and transformation model of retail food units based on customer behaviour: what constitutes the new normal for marketing management?
The post-COVID adaptation and transformation model of retail food units based on customer behaviour: what constitutes the new normal for marketing management?

Summary/Abstract: The post-COVID period brought not only a change in the way of life but also in business. The aim of the paper is the investigation of possible changes in preferences in the context of retail as well as the identification of key elements of changes in behaviour for the needs of managerial practice. The paper is supported by a primary survey based on 370 respondents. Respondents responded to seven key statements that emerged from the professional literature as possible elements of change that occurred after COVID-19. For data processing, we use a number of statistical methods with an emphasis on descriptive statistics, correspondence analysis, and explanatory factor analysis. The results point to new trends in consumer behaviour to which retail must respond. This is primarily a change in purchase frequency and a change in distribution channels. The results provide not only an expansion of the knowledge base but also direct applications for practice.

• Details
• Contents