Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective |
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| Institution: | 1. Portsmouth Business School, University of Portsmouth (UK), Richmond Building, Portland St, Portsmouth PO1 3DE, UK;2. Sheffield University Management School, The University of Sheffield (UK), Conduit Road, Sheffield S10 1FL, UK;3. Sheffield Business School, Sheffield Hallam University (UK), City Campus, Howard Street, Sheffield S1 1WB, UK;1. Stephen F. Austin State University, United States;2. University of Kentucky, United States;3. The Pennsylvania State University Abington, United States;1. ESSCA School of Management, 55 Quai Alphonse Le Gallo, 92 513, Boulogne-Billancourt, France;2. Athens University of Economics and Business – Marketing Research Laboratory, 76 Patisson Avenue, Athens, 10434, Greece;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada |
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| Abstract: | Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers' positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful to profile shoppers’ coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping). |
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| Keywords: | Pandemic crisis Shopper behaviour Regulatory-focus theory Segmentation Retail strategy |
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