Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers
Document Type
Article
Publication Title
Journal of Retailing and Consumer Services
Abstract
The COVID-19 pandemic has altered consumer behaviour, leading to varying levels of perceived risk for different products and services. Companies must reassess their market segmentation strategies and adapt them to take effective countermeasures to improve employee performance and achieve the desired results. Research on post-pandemic segmentation is lacking. Thus, this study aims to create consumer archetypes based on perceived risk and examine how they affect behaviour and emotions post-pandemic. Based on 1,140 survey responses from Taiwanese consumers, consumer segments are classified into three archetypes: Moderate, Aggressive, and Hesitant. The Hesitant group mainly comprised senior women who faced high physical and psychological risks. In contrast, the moderate archetype group had the lowest levels of perceived risk but showed less interest in shopping activities and personal hygiene than the other two groups. Aggressive shoppers prioritise quality and convenience, with fluctuating emotions during shopping, despite moderate concerns about the virus. © 2023 Elsevier Ltd
Publication Date
30-6-2023
Publisher
Elsevier
Volume
Vol.75
Recommended Citation
Sawang, Sukanlaya; Lee, Chia-Chi; Chou, Cindy Yunhsin; Vighnesh, Nanjangud Vishwanath; and Chandrashekar, Deepak, "Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers" (2023). Faculty Publications. 225.
https://research.iimb.ac.in/fac_pubs/225
