Demographic Study of Consumer Preference Towards Traditional Shopping After the Pandemic

Abstract

Purpose of the study: The research aims to identify the key factors influencing consumer preferences for traditional shopping, with a particular emphasis on the post-pandemic shift in shopping behaviours, and to find ways to attract consumers to traditional shopping after the pandemic.

Design / Methodology / Approach: 250 samples were collected using a simple random sampling method. The data consists of the period from 2020 to 2024. The relationship between the variables was tested using the chi-square test. The factors influencing consumers to shop traditionally were analysed using Garrett’s Ranking Method. The factors determining the behaviour and perception of the consumers were analysed using factor analysis using SPSS. How traditional sellers could attract buyers was analysed using multiple response analysis.

Findings: From the results, it was concluded that age and marital status have a significant impact on traditional shopping.  Among the factors that lead consumers to shop traditionally, trustworthiness was ranked first, followed by time-saving, comfort, discounts and offers, price, and habit. The result of the factor analysis showed that among the psychological factors, emphasis was given to the importance of consumers' ability to evaluate quality in person, Among the external factors, emphasis was given to the economic conditions; in marketing strategy, emphasis was given to advertising and promotions; in social factors, for cultural influences and age and lifestyle in personal factors.

Research Implications: There is a significant relationship between age and traditional shopping. There is a significant relationship between marital status and traditional shopping. Trustworthiness is the first factor that influences consumers to shop traditionally. Among the psychological factors influencing behaviour and perception, the perception of product quality stands out, emphasising the importance of consumers' ability to evaluate quality in person.

Social Implications: The pandemic triggered a profound shift in traditional shopping, reshaping consumer habits while deeply impacting, social and cultural dynamics of several communities. These changes underscore the necessity for retailers, urban planners, and policymakers to adopt innovative strategies that align with the evolving demands and expectations of modern consumers. This study paves the way for the sellers who sell in-store.

Originality / Novelty: Online shopping has expanded rapidly during and after the pandemic in response to rising demand. No study was made on consumer preference towards traditional shopping after the pandemic. This study is expected to fill the gap in the literature in terms of period. This study is a unique study on a topic that has not been dealt with in the past.