Short and Long-Term Impacts of COVID-19 on Consumer Behaviour and Retail Trade Sales in South Africa

Description

Page: 629-633

Ankit Katrodia (Work Well Research Unit- Faculty of Economic and Management Sciences, North-West University, Mahikeng Campus, South Africa)

The purpose of the study is to establish the shifting of consumer behaviour over the long run in South Africa during the COVID-19 pandemic, the challenges faced by the retailers and consider the role of e-commerce to respond to the shift in consumer demand. Secondary data from global and South African research on consumer sentiments and retail dynamics during the pandemic were reviewed as part of a literature review. This study has followed a qualitative desk research methodology wherein insights from various reports and scholarly works are collated and analysed. The value-driven and essential goods increased digital consumption with a growing role of local goods constitutes the critical shifts in the retail market of South Africa. The conclusion was that consumer behaviour probably would remain altered in favour of e-commerce and digital platforms, for which retailers have to become more resilient with business models capable of adapting to new realities. Concerning managerial implications, retailers need to invest in digitalization and flexible supply chains. Future research should focus on the long-term consumer loyalty of digital platforms and the effectiveness of adaptive retail strategies in the post-pandemic economy.