Reveal Marketing Research Study: The Impact of the Pandemic. How the context of COVID 19 influenced the consumption behavior of Romanians
Consumer goods – the sector least affected by the current crisis, from this perspective.
The Reveal Marketing Research study analyzed the behavior of Romanian consumers during August – September of the current year, in three sectors of the economy: retail, consumer goods and banking. According to this new study, which covered urban and rural areas, compared to the previous year, 75% of respondents remained loyal to their favorite brand.
On the other hand, 6% of Romanians changed their behavior during this period, declaring themselves less loyal to their favorite brands while 18% said they are even more loyal compared to last year.
“For companies, it is increasingly important to repeatedly analyze consumers’ attitudes to the brand to identify vulnerabilities in advance.”, Marius Luican, CEO of Reveal Marketing Research.
Consumerism in the Buy local
Reveal Marketing Research data also identified three types of consumer behavior that can lead to changes in consumer behavior. The three types of behavior have as a central point the degree of customer loyalty, respectively less loyal, just as loyal and more loyal. These three types of behavior highlight changing behaviors in the new reality.
The retail sector is the only one with a net increase in loyalty between 2020 and 2021 (in 2021 Romanians declare themselves 22% more loyal compared to 2020), while the consumer goods sector registered the highest percentage of loyal customers ( 75%). In other words, consumers are attracted to brands that show empathy and uphold the values of their customers.
Young people are the most vocal promoters of their favorite brands
Young people aged between 18 and 34 are the most vocal in terms of loyalty to all three segments analyzed, followed by retail (32%), banking (20%) and consumer goods (26%).
About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy and market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 13 years. This study is funded and developed exclusively by Reveal Marketing Research.
Methodology: 1013 CAWI interviews (online collection), representative sample at national urban + rural level, 18+, online users and four mini focus – online groups. The data collection period is August – September.