Analysis of consumer behaviour from the point of view of marketing and happiness management during the Covid-19 pandimic

Resumen

In recent times we are experiencing a process of digital transforrnation and increased use ofInforrnation and Cornmunication Technology (ICT) that has been accelerated by the COVID 19 pandemic. In turn, home confinement has led consumers to adopt new forrns of consumption through digital channels and companies to reinvent themselves by having to make a greater diversity of distribution channels available to consumers. In this new context, the main objective of this paper is to analyse consumer behaviour in a period of pandemic and confinement in the consumption of durable goods and the extent to which it is influenced by their personal economic situation. To this aim, a correlational study has been carried out using data from the Centro de Investigaciones Sociológicas (CIS) survey on the Consumer Confidence Index (CCI) in a sample of2,200 Spaniards during the month of Apri12020, the period ofhome confinement due to the first wave ofthe pandemic. ANOVA analysis is used to compare the variation in the consumption of durable goods with respect to the variables savings, household economic situation and income. The main results are that there is a positive relationship between income, savings and consumption. However, there is no significant relationship between the current economic situation in the consumer's household and consumption, most of them perceiving a more pessimistic situation than in the pre-pandemic periodoAmong the implications of this work is a caIl for institutions to promote policies that encourage savings and household wealth, which contributes to the weIl-being of citizens and their happiness by keeping consumer confidence índices stable in times of crisis.