Consumer buying behaviour during the COVID-19 pandemic in the greater Durban region

Abstract

The COVID-19 pandemic and resultant lockdowns significantly impacted consumer behaviour globally, including in South Africa, particularly in the Durban region. Strict regulations disrupted economic activities and imposed social isolation, leading to an accelerated adoption of online shopping, although infrastructure limitations posed challenges in rural areas. Panic buying and pre-lockdown stockpiling reflected consumer anxiety over supply shortages, prompting businesses to adapt through digital strategies and e-commerce offerings. The aim of the study was to determine the COVID-19 lockdown regulations that affected consumer buying behaviour within the greater Durban region. Utilising a quantitative, descriptive approach, the study collected data via 400 online questionnaires distributed through Microsoft Forms, resulting in 384 valid responses and a 96% response rate. Participation was voluntary, with confidentiality and anonymity assured. Data analysis, conducted using SPSS and Amos software, included descriptive analysis and reliability testing via Cronbach’s Alpha. Key findings revealed a shift in consumer priorities, with a preference for locally produced goods and long-shelf-life items. The pandemic accelerated the adoption of online and contactless shopping methods, driven by fears and external influences, including health and safety concerns. Customer service also evolved, emphasising digital engagement, store hygiene, and enhanced delivery processes. Changes in consumer behaviour reflect global patterns and demonstrate a lasting shift toward digital and contactless commerce. The study recommends expanding consumer decision-making models to incorporate customer service as a situational variable, and fear and anxiety as environmental factors. It also highlights the importance of integrating online purchasing behaviour within these models. Policymakers should consider region-specific strategies to address infrastructure disparities, promote digital literacy, and build resilient local supply chains to mitigate future disruptions. Retailers must prioritise consistent product availability and balance safety measures with customer satisfaction to foster trust and loyalty.