Consumer buying behavior and retailer strategy through a crisis: A futures studies perspective

ABSTRACT Using a futures studies perspective, this exploratory research highlights how marketing assists retailers to serve their customers during and after crises. This viewpoint predicts probable, possible, and preferable futures based on insight from consumers and retailers. Through four rounds of data collection, this research develops a model of the then current crisis state of retailing, the predicted and realized retail future for consumers, consumers’ preferred retail future, and business owners’ vision of how to transition to this preferred future. Grounded theory analysis revealed themes, including systems development, relationship building, consumer safety, and adaptability as paths to a preferred retail future.