Effects of COVID-19 Pandemic on Consumer Behavior in Retail Stores

The COVID-19 pandemic constitutes a global health and economic shock impacting consumer behavior. It has increased consumer uncertainty about what, when and where to shop. During first wave of the pandemic (April-June 2020), and in response to government mandates and/or with the hope of pleasing consumers (i.e., increase consumer's safety), retail stores implemented a wide variety of store policy changes. Mask requirements, certification of cleaning standards, visibility of cleaning standards, modified store hours, special hours for at-risk/elderly population, store occupancy restrictions, modified store layout to promote social distancing, and the availability of curbside pickup are some of the most common policies. This research aims to identify and analyze the effect that the most common policies aimed at limiting the spread of COVID-19 had on consumers' willing to shop (measured as frequency of trips per week) at retail stores during the first wave of pandemic (April-June 2020). First, interviews were conducted with retail store managers to identify the most common policies implemented. Second, a survey was conducted within the Union College community as an attempt to identify what store changes had the largest effects on consumer shopping behavior.The study finds that modified store hours negatively affected willingness to shop (i.e., less purchases) at a retail store during the first wave of the COVID-19 pandemic, between April-June 2020. The study also suggests that mask requirements, visibility of cleaning standards, and store occupancy are also important factors positively affecting consumers' willingness to shop (i.e., more purchases).