2. Customer research  
 

Customer behavior  

When faced with an uncertain, risky situation over which we have no control, we tend to try whatever we can to feel like we have some control. Paul Marsden, a consumer psychologist at the University of the Arts London, says Panic buying can be understood as playing to our three fundamental psychological needs. These needs are 

• Autonomy: the need to feel in control of your actions. 

• Relatedness: the need to feel that we are doing something to benefit our families 

• Competence: the need to feel like smart shoppers making the correct choice.  

The shopping behaviors are changing during COVID-19. From bulk-buying to online shopping, people are changing what they are buying, when, and how. Limiting shopping for all but the essentials is becoming a new normal. Secondly when you see other people buying up the shelves and then seeing a scarcity of necessary products validates the decision to stock up.  

A survey of U.S. and U.K. consumers found that 96% of Millennials and Gen Z are concerned about the pandemic and leading them to change their behavior more dramatically than other generations. They cutting back on spending, stocking up on items, and spending less on experiences.  

A survey by Engine found that people are spending on average 10-30% more online.  

The apparel industry is seeing big losses because people are not interested in shopping for clothes in person. Even online apparel sales are down as people are putting more of their budgets into daily essentials (Meyer, n.d.). 

Consumers who were suspicious about online shopping before the crisis, have experienced the convenience and are more likely to buy online in the future. The crisis offers opportunities for new innovations and income streams, especially in e-commerce and digital fields. 

It is expected that we will be more socially responsible and societal awareness. The trend in which consumers are more price-conscious has already started and will only intensify. Consumers will pay even more attention to their money and the relationship between money and value  will be more important (Habraken, 2020). 

Women are more likely to shop online and are sensitive for promotion mails from brands. Also, the smartphone is becoming more popular for online shopping (Inretail, 2018). 

Women are more likely to use social media sites like Pinterest, Twitter and Facebook. Women love a bit of social interaction. It’s worthwhile therefore, considering installing a chat section on your website, where customers can talk to a member of the customer care team in real time. 55 per cent of women are more likely to buy from brands they interact with on social media 

(Paymentsense, 2017). 

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Survey  

A survey was conducted to know what the needs of the target group is. Questions have been asked about age, interests, consumer habits, and aspects that are important to them.