Retail Format Usage: Pre-COVID-19 Benchmark Data, Pandemic Practice, and Emergent Influence
Barbara L. Stewart, Carole Goodson, Susan Miertschin
Journal of Education, Society and Behavioural Science · pp. 56–71 · Published 18 Oct 2021
10.9734/jesbs/2021/v34i1130367Abstract
Background: COVID-19 brought revolutionary change in consumer retail format behavior. Pre-pandemic, multiple retail formats were available, and consumers showed evidence of preference for particular formats. Then, the disruptions caused by store closures and stay-at-home mandates altered consumer behavior substantially. Aims of the Study: The purpose of this work is to report the results of research on consumer preferences for retail formats as a benchmark for examination of changes in consumer usage of retail formats wrought by COVID-19 and projection of emergent post-pandemic behaviors. Pre-COVID-19, variety in retail formats proliferated. Methodology Employed: Survey methodology captured preferences, practices, and recommendations related to use of retail formats. Research questions included: a) Which retail formats do consumers prefer? b) Which digital tools do consumers use to make purchases? c) Does delivery mode and/or product type influence retail format preference? d) Does retail format influence impulse purchasing behavior? e) Do consumers mix retail formats when making product purchases? and f) What will be the implications of COVID-19 for retail format preference? Results: Consumers reported differences in preferences for online, in-store, catalogue, and phone retail formats. Product type influenced consumer retail format preferences. Retail format influenced impulse purchase behaviors. Consumers used smart phones, laptops, desktops, tablets, email, discussion boards, social media, and social networks as purchasing tools. Conclusions: This study investigated pre-pandemic consumer preferences and usage variables related to retail format. It provides benchmarks for examination of changes resultant from the massive retail disruptions of mandatory store closures and stay-at-home mandates. It further provides a framework for projections of emergent, post-pandemic behaviors. Recommendations: The authors recommend further investigation of consumer retail format use during and subsequent to the height of the pandemic. Comparison of consumer usage pre- and post-pandemic can provide valuable input to retail planning.
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