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The purchasing patterns that have permanently become established among Polish respondents because of the Covid-19 pandemic

Lysenko-Ryba Kateryna, Reveniuk Marharyta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2025

z. 215

297--315

Purpose: The present study investigates the impact of COVID-19 on Consumers' behaviour during the purchasing. The aim is to investigate changes in customer purchasing behavior that may have occurred during the Covid-19 pandemic. The additional goal was to find out whether the behavior forced by restrictions turned into a habit after the pandemic. Design/methodology/approach: A questionnaire survey was carried out in 2023 to understand the impact of COVID-19 on consumers' attitude towards purchasing. The research was purposely conducted 2 years after the pandemic in order to examine the purchasing patterns that have permanently become established among respondents. The study sample mainly focused on students from Poland, with data gathered using an online survey method. The chi-square test was used to determine the representativeness of the sample file. Findings: According to survey results, people up to the age of 18 were much less likely to make purchased goods returns (19.0%), while people over 60 years (50.0%) make returns more often than in the pre-pandemic period. The respondents over the age of 60 (50.0%) also paid more attention to whether the company is pro-ecological than it was for people under 18 (14.3%). Among statistically significant behaviors, it can be indicated that women prefer online shopping more than before the pandemic (50.3%), men showed this less often (36.0%), and female pay much more with non-cash payments than before the pandemic - 44.8%, male only 26.7%. According to the research, students/ disciples (13%) are more willing to shop stationary than before the pandemic, but such dependence was not noticed among working people (3.6%). Research limitations/implications: The study results have several findings and implications primarily for practitioners, policymakers and managers. Retailers can use this information to change their sales strategies and sales processes. Moreover, they can enhance customer interactions to better meet and exceed their expectations. The presented research results are necessary to better understand customer behaviors that have changed during the Covid-19 pandemic and have consolidated in the post-pandemic period. The presented findings enrich the theoretical understanding of customer behavior and customer purchase intentions. They also provide retailers with a quantitative point of view and a new perspective on designing modern, more tailored sales processes to improve customer satisfaction. Practical implications: As with other studies of this type, the results and implications are limited due to the research design and methods used. However, these limitations also indicate potential directions for future research. Conducting scientific research is associated with many challenges in the area of behavior change. The topic is current, multidisciplinary, characterized by unusual dynamics, which requires different points of view. Perhaps a similar study should have been conducted on a wider research sample, conducting interviews with respondents from different countries (e.g. Visegrad Group), analyzing the behavior of different clients with different mentality and in different life situations, as well as age. Originality/value: The article explores the lasting impact of COVID-19 on consumer shopping behavior and preferences from a new angle, considering demographic changes in consumer habits following the pandemic.