Consumer Expectations From Brands During COVID-19

Abstract

Consumer expectation is a crucial factor that leads to consumer satisfaction. In this competitive environment, brands must be aware of consumer expectations. The coronavirus pandemic is a worldwide crisis that has changed the lifestyle, has increased health concerns, and has made economies moribund leading to a change in consumer expectations. This research aims at understanding the consumer expectations from brands amid COVID-19 from a qualitative perspective. The researchers applied Grounded Theory for the analysis. The researchers conducted depth interviews to collect the data. The analysis used open coding of data, development of memos, generation of concepts, categories and subcategories identification, axial coding to identify relationships among the categories, and selective coding to ascertain the core category. The study generates concepts of consumer expectation amid pandemic, which will form the dimensions to evaluate consumer satisfaction. The study provides insights to brands based on which they can work to satisfy consumer expectations.