How Covid-19 has impacted global consumer behaviours and the adoption of digital business strategies by companies in the UK
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Abstract
This study sought to establish how different facets of consumer behaviour have been affected by
the Covid-19 pandemic, and how companies in the UK have adopted digital strategies to cope
with the challenges that the pandemic has brought about. A desk-based research approach was
used. It relied on a wide range of secondary sources such as books, journal articles and
publications made by experts in the field of business and consumer behaviour. The main findings
from the research highlight a shift of consumer behaviour, increasing the tendency of making
online purchases except for essential commodities that have to be physically purchased. This
shift has triggered a corresponding increase in adoption of digital technologies for businesses to
ensure that they continue making sales amidst lockdowns and movement restrictions. The Covid-
19 pandemic is quite a recent phenomenon and its impacts on consumer behaviour have been
explored for just more than a year before this study. Therefore, the long-term impacts may not
have been properly documented. Previous studies that were relied upon also had different
objectives from this study and as such could impact the accuracy with which this study’s
objectives were met. Through analysis of previous studies, this study has provided a new
interpretive perspective to existing research on the impact of Covid-19 to consumer behaviour
and digital adoption by businesses. It provides valuable insights on how businesses can embrace
digital strategies to maintain their relevance to clientele even as their consumer behaviours
change.
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