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THE IMPACT OF COVID-19 ON GROCERY RETAILING
The COVID-19 pandemic quickly turned into a real crisis situation. What started as a world-wide health threat rapidly broadened into an economic threat. In this research, we zoom in on the impact of the COVID-19 crisis on the grocery retail landscape and aim to investigate how the effects evolve over time. In particular, we empirically investigate the COVID-19 impact on both consumers (changes in shopping behavior) and firms (changes in marketing decisions of brand manufacturers and retailers). In both of these angels, we exploit the differences across countries to investigate the effects of policy interventions such as lockdowns or promotion bans. The project will provide an academic framework that improves the understanding of the impact of COVID-19 on the grocery retailing economy.
Date:1 Jan 2021 → Today
Keywords:Marketing Conduct, COVID-19, Consumer Behavior, Grocery Retailing
Disciplines:Consumer behaviour, Marketing channels and retailing, Marketing models, Pricing, Product management