The evolution of purchasing behavior with COVID19 : the case of Morocco

Abstract

The Covid-19 crisis is a completely new situation that has had a heavy impact on the whole world, it is a health crisis that has quickly become a multidimensional crisis by also becoming an economic and social crisis. In this context, Morocco has not been an exception.

Consumers are very concerned about the repercussions of the Covid19 whether it is on the sanitary or economic level, their reactions to this virus diverge, their behaviors and buying habits tend to change during this crisis situation, as they strive to adapt to this new normality.

Purchasing concerns have focused on basic goods, with an increase in the consumption of hygiene, cleaning and basic necessities. On the other hand, the consumption of non-essential goods has fallen.

This article seeks to show the impact of the Covid-19 crisis on the change in the purchasing habits of Moroccan consumers through a quantitative study.

On the theoretical level, this article aims to bring a richness to the analysis of consumer behavior in times of crisis. On the managerial side, the objective is to allow companies to better manage the crisis and to adapt their communication thanks to a better understanding of the change and the convergences of consumer behavior and the buying habits in front of the crisis.

The implications of this article are to reveal to companies, and more precisely, to marketers the changes in purchasing and consumption behavior observed following the COVID-19 pandemic

The Covid-19 crisis has amplified behaviors among Moroccan consumers, such as ethical behaviors and health concerns, the emergence of paradoxical consumer behaviors that favor both quality purchases but at the best price, the shift in purchasing habits toward necessity purchases, mass purchases, and the postponement of purchases.

Moroccan consumers have reconciled themselves with online shopping, which has increased considerably and has been a good purchasing alternative during this crisis period.

JEL Classification : M39

Paper type : Empirical research