Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers

Sawang, Sukanlaya; Lee, Chia-Chi; Chou, Cindy Yunhsin; Vighnesh, Nanjangud Vishwanath; Chandrashekar, Deepak

Abstract

The COVID-19 pandemic has altered consumer behaviour, leading to varying levels of perceived risk for different products and services. Companies must reassess their market segmentation strategies and adapt them to take effective countermeasures to improve employee performance and achieve the desired results. Research on post-pandemic segmentation is lacking. Thus, this study aims to create consumer archetypes based on perceived risk and examine how they affect behaviour and emotions post-pandemic. Based on 1,140 survey responses from Taiwanese consumers, consumer segments are classified into three archetypes: Moderate, Aggressive, and Hesitant. The Hesitant group mainly comprised senior women who faced high physical and psychological risks. In contrast, the moderate archetype group had the lowest levels of perceived risk but showed less interest in shopping activities and personal hygiene than the other two groups. Aggressive shoppers prioritise quality and convenience, with fluctuating emotions during shopping, despite moderate concerns about the virus.

Citation

Sawang, S., Lee, C.-C., Chou, C. Y., Vighnesh, N. V., & Chandrashekar, D. (2023). Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers. Journal of Retailing and Consumer Services, 75, Article 103482. https://doi.org/10.1016/j.jretconser.2023.103482

• Journal Article Type: Article
• Acceptance Date: Jun 26, 2023
• Online Publication Date: Nov 23, 2023
• Publication Date: 2023-11
• Deposit Date: Dec 3, 2024
• Publicly Available Date: Nov 24, 2026
• Print ISSN: 0969-6989
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 75
• Article Number: 103482
• DOI: https://doi.org/10.1016/j.jretconser.2023.103482
• Additional Information: This article is maintained by: Elsevier; Article Title: Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers; Journal Title: Journal of Retailing and Consumer Services; CrossRef DOI link to publisher maintained version: https://doi.org/10.1016/j.jretconser.2023.103482; Content Type: article; Copyright: © 2023 Elsevier Ltd. All rights reserved.