پدیدارشناسی پاسخ‌های رفتاری مصرف‌کنندگان در دوران همه‌گیری کووید 19

هدف: همه‌گیری کووید 19، تغییرات چشمگیری در جنبه‌های مختلف زندگی افراد در سراسر جهان ایجاد کرده است. این تغییرات رفتار مصرف‌کننده را نیز تحت تاثیر قرارداد. الگوی انتخاب و نوع واکنشی که شخص در هر موقعیت از خود نشان می‌دهد به عوامل موقعیتی و غیر موقعیتی مختلفی بستگی دارد.  کووید 19 ، این موضوع را یادآوری کرد که همه گیری ها، به ندرت اتفاق می افتند، درگذشته اتفاق افتاده در آینده هم اتفاق خواهند افتاد.هدف پژوهش حاضر، بررسی پاسخ‌های رفتاری مصرف‌کننده در دوران شیوع همه‌گیری کووید 19 با تاکید بر مصرف مواد غذایی است.روش شناسی: به‌منظور دستیابی به هدف پژوهش، روش پدیدارشناسی و مصاحبه عمیق مورداستفاده قرار گرفت. با به‌کارگیری روش نمونه‌گیری هدفمند،40 مصاحبه در شهر تهران با مصرف‌کنندگان انجام شد و با نرم‌افزار مکس کیودا مورد تجزیه‌وتحلیل قرار گرفت.نتایج:پس از تجزیه‌وتحلیل داده‌ها و کدگذاری باز، محوری و انتخابی، 23 کد به دست آمد، که در سه مقوله واکنشی، مقابله‌ای و سازگاری بلندمدت طبقه‌بندی و درنهایت نتایج حاصل از تحلیل در قالب مدل مفهومی ارائه گردید.بحث و نتیجه گیری: نتایج به‌دست‌آمده نشان داد که افراد در ابتدای شیوع همه‌گیری کووید 19 به‌صورت واکنشی در قالب مواردی از قبیل، مراجعه کمتر به فروشگاه‌های فیزیکی، به تعویق انداختن خریدها، خرید آنلاین و تلفنی به شیوع همه‌گیری کووید 19 پاسخ دادند تا کمتر در معرض ابتلا قرار گیرند. همچنین پس از مدتی، از طریق انجام کارها توسط خودشان از قبیل آشپزی به مقابله با کووید 19 پرداخته و درنهایت مواردی از قبیل، رژیم غذایی سالم، حساسیت نسبت به محیط خرید، تغییر سبک زندگی و خرید آنلاین ازجمله مواردی است که همچنان در بلندمدت موردتوجه قرار می‌دهند.

a phenomenological analysis of consumers’ behavioral responses during the covid 19 pandemic

aim and introduction: the covid 19 pandemic has brought about significant changes in various aspects of people’s lives around the world. the outbreak of covid 19 is a reminder that epidemics, like other disasters and rare events, have occurred in the past and will occur in the future. even if we cannot prevent the creation of dangerous viruses, we must be prepared to reduce their effects on so ciety. the covid 19 pandemic, which has impacted the entire world, has brought about changes globally and in various aspects of life. these changes have affected consumer behavior and continue to do so. although past societies have been affected by several epidemics and pandemics, it is difficult to estimate their long term economic, behavioral, or social impacts. these aspects have not been studied in the past. there are few studies that demonstrate the consequences of major historical pandemics on consumer behavior in recent years. in addition, scientists suggest that new pandemics continue to pose a risk in the future. therefore, understanding consumer behavior in the context of this widespread disease and beyond is crucial for marketers, business planners, and policymakers. these changes have also affected consumer behavior. the purpose of this study is to explain consumer behavioral responses during the outbreak of the covid 19 pandemic, with a focus on food consumption.methodology: to address the main research question, an in depth interview was conducted, and the interview protocol was designed based on the literature re view. by employing the purposeful sampling method, 40 interviews were con ducted with consumers in tehran and analyzed using maxqda software. in this research, cohen’s kappa index was used to measure the reliability of inter view coding.based on the data analysis, consumers respond to the existing crisis in three stages: reacting, coping, and adapting during the outbreak of covid 19. to analyze the data, the interviews were transcribed and then read multiple times. in the next step, coding started.finding: after data analysis and applying open, axial, and selective coding, 23 codes were identified. these codes were then categorized into three groups: reac tion (postponing purchases, reducing consumption, replacing items, online shop ping, telephone shopping, increasing purchases, decreasing purchases, increasing sensitivity to the shopping environment, complying with health protocols, visiting physical stores less frequently, visiting small local stores, and using virtual stores more), coping (engaging in diy activities and trying new products or brands), and adapting (adopting a healthy diet, increasing consumption of dairy products and healthy foods, consuming more organic products and vegetables, changing lifestyles, being more health and hygiene conscious, reducing consumption of prepared and frozen foods, using disinfectants, paying more attention to hand hygiene, online shopping, cooking at home, and being more aware of the shopping environment). finally, the results of the analysis were presented in the conceptual model.discussion and conclusion: combining and integrating the research, a compre hensive model has been presented regarding consumer behavioral responses dur ing the outbreak of covid 19. the obtained results were presented in the form of a conceptual model. the results showed that at the beginning of the covid 19 pandemic outbreak, people reacted by visiting physical stores less, postponing purchases, and shifting towards online and phone shopping to reduce their expo sure to infection. after some time, individuals have coped with covid 19 by en gaging in activities such as cooking independently. long term adjustments like maintaining a healthy diet, being mindful of the shopping environment, making lifestyle changes, and utilizing online shopping have become essential. the covid 19 pandemic has brought about changes in consumer behavior. the re sults of this research showed that during the covid 19 period, consumers tended to purchase from supermarkets and stores located near their residences. they al so indicated their intention to continue visiting these establishments after the pandemic, in the post covid 19 period. therefore, small and local retailers can seize this opportunity to offer products and services. during the pandemic, con sumers turned to online shopping and phone orders to reduce their exposure to the virus. as a result, retailers, stores, and even small supermarkets should con sider offering home delivery services to meet this demand. there is also the pos sibility of subsequent epidemics. therefore, marketers and stores, both large and small retailers, must acquire the necessary infrastructure preparation to mitigate its effects. businesses must design new models to meet the changing or evolving needs of consumers in the post covid 19 era.