The Impact of Covid-19 Crisis on The Hedonic Purchase Behavior: Case of Care Products

Abstract

The Covid-19 crisis affected the economy as a whole. The rational behavior is becoming more impactful than the spontaneous one. Consumers concentrate their purchases on hygienic needs.  The purpose of our study is to understand the consequences of such a global pandemic on the hedonic purchase behavior, particularly the care products category. The problematic is: How crisis impacts consumer’s behavior towards care products?

A cluster analysis was conducted among 255 consumers based on their usage of product care. The study has been conducted during the lockdown and revealed results that will be covered in the following paper.