Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic

Research background: Identifying customer behaviour is one of the most critical activities in the implementation and evaluation of the analytical phase of the company’s algorithm for marketing activities. Analyses are performed based on of research activities aimed at identifying the psychological processes of an individual, related to the selection of goods and services to meet his needs and desires, the distribution of his available resources (money, time, effort) into items related to consumption and overall perception and thinking of the customer in a specific time period. The emergence of a global crisis, Covid-19, has significantly changed consumer behaviour in the market, shopping motives and consumer sentiment. This aspect has prompted several studies that have placed great emphasis on identifying factors influencing customer behaviour during this specific period. Purpose of the article: The article presents the results of these analyses, which were carried out during the initial stages of the emergence and spread of the pandemic. Methods: The methods used to address this issue were based on the analysis, synthesis and comparison of data obtained by primary and secondary research, as well as the use of methods of deduction and induction, to draw general and specific conclusions related to the topic. Findings & Value added: he results of the findings not only confirm the expected change in customer behaviour in times of crisis, but the added value of solving this problem is to obtain important evidence for immediate decision-making and management of companies in times of crisis caused by “force majeure”