Consumer attitudes towards retailers’ operational response to COVID-19: Empirical analysis of Colombian grocery chains

Abstract

This paper presents analyses of consumers’ experiences and sentiments concerning operational initiatives implemented by grocery retailers during the peak of the COVID-19 pandemic in 2020. Drawing from Grounded Theory (GT) and Construal Level Theory (CLT), Instagram posts and comments from grocery chains in Colombia were analyzed to capture the operational initiatives implemented by these retailers and consumer attitudes toward them, during the crisis. The analysis of the unstructured data shows that grocery retailers went beyond government mandates to continue operating, showing their flexibility and ability to adapt to challenging conditions. Consumers had a better attitude towards initiatives that were presented as beneficial instead of restrictive, for which consumers expressed negative sentiment. Moreover, consumers had the best experience and perceptions of Limited Assortment Retailers compared to other retailer types as consumers became more conscious of their expenses during the crisis and responded to appeals related to their culture and concerns. Furthermore, we were able to see consumers’ sentiments change during the analyzed period as a result of retailers’ new initiatives or innovative ways of offering their products and services. The paper closes with recommendations for grocery retailers to ensure the best results when implementing initiatives in times of crisis that would impact consumer experiences.