Shopping Trends and COVID-19 Pandemic: Evidence from the Greek Retail Sector
(R2023-117192)

AUTHORS

Lefteris Kioses, IELKA; Adam Vrechopoulos, Athens University of Economics and Business, School of Business, Department of Management Science and Technology; Anastasios Koukopoulos, Athens University of Economics and Business; Georgios Doukidis, Athens University of Economics and Business, School of Business, Department of Management Science and Technology

ABSTRACT

The paper presents the results of the consumer surveys conducted by the Research Institute of Retail Consumer Goods in Greece from April to August 2020. The study shows important changes in consumer behavioral patterns and preferences compared to the pre-COVID period. It was found that consumers prefer to buy domestic products and visit bakery stores more frequently than other food retail stores. The weekly spending for family purchases does not differ among various time periods during the pandemic, while price discounts and free products reported as the most desired promotional campaigns. Regarding online supermarkets, consumers are dissatisfied with delivery time and satisfied with the alternative payment methods and delivery staff and evaluate health protection measures differently with the "use of protective gloves by the store personnel" evaluated with the highest score.