Consumer behavior in crisis situations: research on the effects of COVID-19 in Romania

The emergence of some critical incidents of economic, biological type-crises, armed conflicts, natural cataclysms can affect significantly the activity of the human society. The article aims at analyzing the behavior of the Romanian consumer in the context of COVID-19 emergence. The performed research has highlighted the particularities of the emergence of this sanitary crisis at the local economy level. Although the Romanian population’s infection degree has been more reduced as compared to the Western states, the strict prevention measures imposed by the authorities have determined a model of behavior of the consumer close to the one of other states affected by the infection with the new coronavirus, SARS-CoV2. The market studies performed by specialized companies have shown that imposing home isolation conditions, due to the emergency state, has significantly reduced the social activities of the Romanian consumer, the actions being oriented mainly towards covering the basic necessities. The health of the consumers (purchase of medicines or visit to the physician), procuring food or financial activities at the banking units are the main motivations for leaving the residence. By comparison, the sports activities or the visits for supporting family members have the lowest weight. A segment of consumers, advocate of traditional commerce, has been forced to appeal to modern trade methods based on online shopping, and the specialists’ estimations provide the maintenance of the trade behavior. Companies will have to focus on understanding the consumer’s needs and to adapt their product offer and distribution system so that to reduce the new consumption limits and to facilitate the sales act. The main orientation during the crisis towards the local products can represent an opportunity for the Romanian companies, but Government support measures are necessary for the Romanian producers.