The Impact of Covid-19 on Restaurants and Consumer Behaviour with in Jönköping Region

Abstract Background: With the COVID-19 pandemic, consumer behaviour has adjusted accordingly, especially in relation to the restaurant industry. This issue is also present in the restaurant managers responses displayed at this critical event. This disruption on both consumer and manager perspective can be researched for methods of regulating the impacts. Purpose: The purpose of this thesis is to explore the impact COVID-19 has had on restaurants, their managers and consumer behaviour. This study investigates how managers of the local restaurants respond to the restrictions placed on them as well as how consumer behaviour has been affected by the pandemic. Method: This exploratory study is conducted both quantitatively and qualitatively using surveys with consumers by convenience sampling and semi-structured interviews with local restaurant managers. Conclusion: The results and analysis suggest that with the aid of the ADKAR and EKB model, there are varying degrees of influence an individual or manager has perceived with the arrival of the pandemic. This is generally due to their own circumstances and perspectives; however, consumers have seen a change in their decision-making journey while restaurant managers have seen changes in their daily operations. This study goes on to indicate that thorough use of the models can assist both consumers and managers in better preparation if such an event should happen again as well as comprehension of their unconscious decisions with such predicaments. This thesis seeks to investigates "The Effects of COVID-19 on Restaurants and Consumer Behaviour in the Jönköping Region”. Adapted to the paper’s subject matter, this is offered at the beginning of each section and provides the reader with background information on that section’s contents. At this point, the main theme of the paper is introduced with supporting evidence which will be used for the duration of this project