Factors of consumer behavior in the purchase process of Peruvian bodegas in the context of COVID-19
Abstract
The objective of the research was to determine the factors of consumer behavior that influence the purchase process of bodegas in the context of COVID-19 in the year 2021. The study was carried out from the quantitative approach, with a research design non-experimental-transversal-explanatory. A questionnaire consisting of 31 questions was applied to 399 consumers who attended Peruvian bodegas, who were randomly selected for the application of the instrument. The results generated by structural equations show that social factors and psychological factors of consumer behavior significantly influence the purchase process (p < 0.05); however, unlike the previous results, the cultural factors of consumer behavior do not have significant implications in the purchase decision (p value = 0.054 < α = 0.05) and in the feeling after the purchase (p value = 0.082 < α = 0.05), as well as the personal factors of consumer behavior do not have significant implications in the activity prior to the purchase (p value = 0.456 < α = 0.05). The conclusion of the research mentions that the factors of consumer behavior have an influence on the purchase process, however, some factors show a greater impact in the study.
Keyword : consumer behavior, purchase process, bodega, COVID-19, psychological factors, purchase decision
How to Cite
Palacios, P., Rosado, H., Tolentino, L., & Vicente-Ramos, W. (2022). Factors of consumer behavior in the purchase process of Peruvian bodegas in the context of COVID-19. Business: Theory and Practice, 23(2), 387–395. https://doi.org/10.3846/btp.2022.16351
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Arellano, R. (2008). Los estilos de vida en el Perú (2nd ed.). Arellano Investigación de Marketing.
Bäckstrand, J., Suurmond, R., van Raaij, E., & Chen, C. (2019). Purchasing process models: Inspiration for teaching purchasing and supply management. Journal of Purchasing and Supply Management, 25(5). https://doi.org/10.1016/j.pursup.2019.100577
Buil, I., Martínez, E., & Montaner, T. (2012). La influencia de las acciones de marketing con causa en la actitud hacia la marca. Cuadernos de Economía y Dirección de la Empresa, 15(2), 84–93. https://doi.org/10.1016/j.cede.2012.01.002
Cavallo, C., Sacchi, G., & Carfora, V. (2020). Resilience effects in food consumption behaviour at the time of Covid-19: Perspectives from Italy. Heliyon, 6(12). https://doi.org/10.1016/j.heliyon.2020.e05676
Cruz, J., Zabelina, E., Guadalupe, J., Palacio, A., & Ramos, C. (2021). COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis. Technological Forecasting and Social Change, 173, 121179. https://doi.org/10.1016/j.techfore.2021.121179
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Fischer, L. & Espejo, J. (2017). Mercadotecnia (5th ed.). McGraw-Hill.
Gestión. (2016, January 28). El 91.5% de bodegas peruanas factura menos de S/. 277,500 al año. https://gestion.pe/economia/91-5-bodegas-peruanas-factura-s-277-500-ano-110154-noticia/?ref=gesr
Gestión. (2020, March 11). Fitch: Perú crecería 3% en 2020, aunque economía sufre riesgos por coronavirus. https://gestion.pe/economia/coronavirus-en-peru-economia-creceria-3-en-2020-aunque-sufre-por-riesgos-de-la-pandemia-covid-19-nndc-noticia/?ref=gesr
Hoyer, W., Maclnnis, D., & Pieters R. (2018). Comportamiento del consumidor (7th ed.). Cengage.
Idone, G., Guerreros S., Palomino, F., & Vicente, W. (2020). Impact of visual merchandising on the purchase decision of consumers from retail stores in central Peru. Management Science Letters, 10, 2447–2454. https://doi.org/10.5267/j.msl.2020.4.005
Kotler, P., & Armstrong, G. (2017). Fundamentos de Marketing (13th ed.). Pearson Educación de México.
Kaur, A., & Malik, G. (2020). Understanding the psychology behind panic buying: A grounded theory approach. Global Business Review. https://doi.org/10.1177/0972150920973504
Larios, E., Fischer, L., Peñalosa, M., & Ortega, M. (2021). Purchase behavior in COVID-19: A cross study in Mexico, Colombia, and Ecuador. Heliyon, 7(3), e06468. https://doi.org/10.1016/j.heliyon.2021.e06468
Levy, S., Gvili, Y., & Hino, H. (2021). Engagement of ethnic-minority consumers with electronic Word of Mouth (eWOM) on social media: The pivotal role of intercultural factors. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2608–2632. https://doi.org/10.3390/jtaer16070144
Madeira, M., Peñaloza, V., & Duarte, T. (2019). Os impactos das dificuldades financeiras nas condutas de consumo: as diferenças entre gêneros. Innovar, 30(75), 31–41. https://doi.org/10.15446/innovar.v30n75.83237
Martínez, O., Ruíz, J., Cruz, M., & Verján, R. (2015). El comportamiento del consumidor en internet bajo el modelo psicológico social de Veblen. Revista Global de Negocios, 3(5), 101–112. https://ssrn.com/abstract=2658806
Mukit, M., Nabila, N., Abdel-Razzaq, A., & Shaznin, K. (2021). The economic influence on consumers buying behavior in Islamic countries: Evidence from the COVID-19 economic crisis. ECONOMICS, 9(1), 179–203. https://doi.org/10.2478/eoik-2021-0003
Organización Mundial de la Salud. (2020). Brote de enfermedad por coronavirus (COVID-19). https://www.who.int/es/emergencies/diseases/novel-coronavirus-2019?gclid=EAIaIQobChMIzprQ-M7j6QIVyQSRCh3QkgMfEAAYASAAEgK0-PD_BwE
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Ortega, F., Gavilán, J., & Jaén, I. (2020). The effect of economic and cultural factors on entrepreneurial activity: An approach through frontier production models. Revista De Economía Mundial, (55), 25–48. https://doi.org/10.33776/rem.v0i55.3830
Perdana, T., Chaerani, D., Hakim A., & Rahayu, F. (2020). Scenarios for handling the impact of COVID-19 based on food supply network through regional food hubs under uncertainty. Heliyon, 6(10), e05128. https://doi.org/10.1016/j.heliyon.2020.e05128
Philippe, K., Chabanet, C., Issanchou, S. & Monnery-Patris, S. (2021). Child eating behaviors, parental feeding practices and food shopping motivations during the COVID-19 lockdown in France: (How) did they change? Appetite, 161, 105132. https://doi.org/10.1016/j.appet.2021.105132
Sanz, S., Ruiz, C., Pérez, I., & Hernández, B. (2014). The influence of culture on behavior in the purchase of online tourist products: The case of Spain and Mexico. Innovar, 24(54), 153–165. https://doi.org/10.15446/innovar.v24n54.46656
Shalini, T., Fauzia, J., Anushree, T., Mototaka, S., & Amandeep, D. (2021). What drives willingness to purchase and stated buying behavior toward organic food? A Stimulus–Organism–Behavior–Consequence (SOBC), perspective. Journal of Cleaner Production, 293, 125882. https://doi.org/10.1016/j.jclepro.2021.125882
Solomon, M. (2017). Comportamiento del consumidor (11th ed.). Pearson Education.
Tong, L., Toppinen, A., & Wang, L. (2021). Cultural motives affecting tea purchase behavior under two usage situations in China: A study of renqing, mianzi, collectivism, and man-nature unity culture. Journal of Ethnic Foods, 8(1), 1–10. https://doi.org/10.1186/s42779-021-00092-6
Tuu, H., Olsen, S., & Cong, L. (2017). Patterns of Vietnamese buying behaviors on luxury branded products. Asia Pacific Journal of Marketing and Logistics, 29(4), 778–795. https://doi.org/10.1108/APJML-07-2016-0134
Vančová, T., & Střelec, L. (2020). Consumption function in the context of cultural affinity zones. Proceedings of the Mendelian Brunen University of Agriculture and Forestry, 68(4), 797–806. https://doi.org/10.11118/actaun202068040797
Wang, J., Shen, M., & Gao, Z. (2018). Research on the irrational behavior of consumers’ safe consumption and its influencing factors. International Journal of Environmental Research and Public Health, 15(12), 2764. https://doi.org/10.3390/ijerph15122764
Xia, Z., Wu, D., & Zhang, L. (2022). Economic, functional, and social factors influencing electric vehicles’ adoption: An empirical study based on the diffusion of innovation theory. Sustainability, 14(10), 6283. https://doi.org/10.3390/su14106283