O comportamento do consumidor de supermercado e sua percepção de risco de infecção por COVID-19

Abstract

The retail sector, more specifically supermarkets, are extremely competitive in seeking to meet the needs of consumers, who in turn are increasingly demanding regarding the quality of service provision and customer service. However, with the emergence of the Covid-19 pandemic, the supermarket sector has been suffering from the new challenges posed by the spread of the virus. In this scenario, the retail sector was directly impacted by the expansion of Covid-19 around the world which, due to its rapid proliferation, came to be identified as a global pandemic. However, explaining the consumer's perception about the environmental conditions of use of spaces in supermarkets, agglomeration and occupation were identified as one of the main concerns of managers. In this sense, the aim of this article is to explore and describe how supermarket customers perceive the risk of infection by Covid-19 and how this is correlated with the perception of human and spatial agglomeration/occupation, with satisfaction and intention to buy. The research is descriptive, quantitative and non-probabilistic for convenience. A survey characterized by the use of a questionnaire was carried out. The conduct of this work is justified for several reasons, including the lack of research that studied the perception of risk of infection by Covid-19 in a context of consumption in supermarkets. Among the main results, it was observed that there is a positive and significant relationship between some variables of consumer satisfaction and some variables of perception of risk of infection by Covid-19.