Segmenting centennials based on their consumer behaviour during COVID-19 pandemics: the case of confectionery industry

Abstract

The COVID-19 pandemics brought significant changes to everyday lives and disrupted the former life-style. One of the habits that was mostly affected by the lockdown and mandatory social distance was shopping. Consumers had to improvise and change not only their shopping habits, but their consumption habits, attitude towards shopping, and even opinion towards the company in question based on its activities in battling the global pandemics. This study aims to segment young consumers, the Centennials, based on their attitudes towards the corporate social responsibility (CSR) of the company and their consumer behaviour during COVID-19. Afterwards the differences in options of the retained segments are explored. As the study was done on an example of a confectionery company, we hope that the results could provide valuable insight on consumer behaviour change in a specific industry.