Consumer Behaviour Changes During the COVID-19 Pandemic: A Case Study of Gibraltar

Objectives: The study aimed to assess the change in consumer behaviour in Gibraltar due to COVID-19. The study also intended to evaluate the use and impact of media on consumer behaviour. Consumers' online behaviour during the pandemic was also assessed in the study. Methods: Quantitative research involving 226 customers from Gibraltar was conducted using a structured questionnaire. Results: Consumers displayed anxiety and stress due to COVID-19, which ultimately influenced their purchase decisions. However, customers in Gibraltar did not display the stockpiling tendencies. Social media, TV, and word of mouth were the most used communication channels for consumers in Gibraltar. Media worsened the fears related to COVID-19 amongst the consumers in Gibraltar. Consumers resorted to online shopping during the pandemic and experienced an unusual online shopping experience. Conclusions: The study concluded that consumers in Gibraltar experienced a change in their behaviour because of COVID-19. Marketers are advised to adopt an agile response strategy, focus on customer engagement and experience, support customers' mental health and deploy a crisis management strategy to deal effectively with the crisis.