How has consumer behaviour in Europe changed during the COVID-19 pandemic?

Saka, Didar (2024) How has consumer behaviour in Europe changed during the COVID-19 pandemic? Masters thesis, Dublin, National College of Ireland.

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Abstract

According to this research, customer behaviour in the European food industry significantly changed during the COVID-19 outbreak. The study employed a quantitative research method, conducting an online survey through Google Forms, which collected responses from 50 to 55 individuals aged 18 and above— representative of the typical restaurant-going demographic. The survey consisted of closed-ended questions designed to gather insights into consumers' attitudes, behaviours, and perceptions. Descriptive and regression statistical methods were used to analyse the data in SPSS. To identify patterns and trends, frequency analyses were presented using pie charts and bar graphs.

The research examined three key factors: attitude, subjective norms, and perceived behavioural control. The findings revealed that all three factors significantly impacted the dependent variable—customer buying behaviour. The study's objectives were achieved, as the analysis confirmed the validity of these theoretical constructs, aligning with previous research. The results underscore the importance of these factors in shaping consumer behaviour during a crisis. Based on the findings, several recommendations were made for businesses. These include enhancing digital infrastructure to facilitate smoother online transactions, prioritising health and safety measures to build customer trust, and introducing new services such as meal kits and contactless delivery to meet evolving customer needs. These strategies are essential for ensuring business resilience and maintaining customer loyalty in the aftermath of a pandemic.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Armendáriz, Fabián UNSPECIFIED
Subjects:	D History General and Old World > D History (General) > D901 Europe (General) H Social Sciences > HF Commerce > Marketing > Consumer Behaviour R Medicine > Diseases > Outbreaks of disease > Epidemics > COVID-19 Pandemic, 2020-
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	11 Aug 2025 14:41
Last Modified:	11 Aug 2025 14:41
URI:	https://norma.ncirl.ie/id/eprint/8489

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