Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers

Sukanlaya Sawang, Chia Chi Lee, Cindy Yunhsin Chou*, Nanjangud Vishwanath Vighnesh, Deepak Chandrashekar

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)

Abstract

The COVID-19 pandemic has altered consumer behaviour, leading to varying levels of perceived risk for different products and services. Companies must reassess their market segmentation strategies and adapt them to take effective countermeasures to improve employee performance and achieve the desired results. Research on post-pandemic segmentation is lacking. Thus, this study aims to create consumer archetypes based on perceived risk and examine how they affect behaviour and emotions post-pandemic. Based on 1,140 survey responses from Taiwanese consumers, consumer segments are classified into three archetypes: Moderate, Aggressive, and Hesitant. The Hesitant group mainly comprised senior women who faced high physical and psychological risks. In contrast, the moderate archetype group had the lowest levels of perceived risk but showed less interest in shopping activities and personal hygiene than the other two groups. Aggressive shoppers prioritise quality and convenience, with fluctuating emotions during shopping, despite moderate concerns about the virus.

Original languageEnglish
Article number103482
JournalJournal of Retailing and Consumer Services
Volume75
DOIs
Publication statusPublished - 2023 Nov

Keywords

  • Consumer perceived risk
  • Covid-19
  • Emotional wellbeing
  • Market segmentation
  • Post-purchase behaviour
  • Safety

ASJC Scopus subject areas

  • Marketing

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