Keywords

1 Introduction

The COVID-19 pandemic has profoundly impacted both social and economic aspects globally [1,2,3]. With over 6.8 million worldwide deaths reported by the World Health Organization [4], it triggered a multi-dimensional response. During the pandemic’s early stages, scientific and medical communities worldwide collaborated to address the virus’s impact, while political leaders implemented social distancing measures. Various industries were affected, altering lifestyle and consumer behaviour across generations [5,6,7]. As a result, multidisciplinary interest in studying the pandemic grew, including consumer behaviour. This study focuses on analysing the COVID-19 pandemic’s impact and lockdown measures on Greek consumer behaviour, particularly in supermarket shopping patterns, brand preferences, and purchasing habits.

2 Literature Review

The COVID-19 pandemic has had a profound global impact on health, economics, and daily life [8,9,10]. The pandemic significantly altered consumer and business behaviour [1, 2, 11, 12]. Monitoring these shifts is crucial for adapting marketing and retail strategies [13,14,15,16]. Lockdowns posed challenges, impacting work, education, and food consumption habits [17, 18]. Lockdowns led to stockpiling of staples, hygiene products, and medicines globally [3, 8]. Online shopping saw a significant surge during the pandemic [11, 19]. Consumers shifted to online purchasing, changed retailer preferences for safety, and turned to food delivery services [20, 21]. The crisis prompted conscious shopping, support for local businesses, and digital commerce adoption [5, 6, 10].

This study aims to analyse the COVID-19 pandemic's impact and lockdown measures on Greek consumer behaviour, focusing on supermarket shopping patterns, brand preferences, and purchasing habits. Greece's unique context warrants specific research to understand how the pandemic has affected consumer behaviour in this distinct cultural, economic, and social environment. To address this, we pose the following research questions (RQs): RQ1: What changes in consumer behaviour have occurred in Greece due to the COVID-19 pandemic and associated lockdown measures? RQ2: What are the potential differences in consumer behaviour during the first phase of the COVID-19 pandemic in Greece, and how can these differences be used to identify distinct consumer clusters using an exploratory approach? RQ3: What are the implications of changes in consumer behaviour in Greece during the COVID-19 pandemic for businesses?

Exploring these questions will provide insights into the pandemic’s effects on Greek consumer behaviour, which may have distinct characteristics compared to other regions. Additionally, understanding these changes is crucial for retailers and manufacturers to adapt to the evolving market landscape.

3 Methodology

The study aimed to understand consumer behaviour during the first lockdown in Greece in April 2020. A survey methodology was used, with a structured questionnaire. The questionnaire was pre-tested by interviewing 12 consumers to identify errors and improve clarity. A total of 1603 usable responses were collected out of 1882 digitally submitted questionnaires. The sample is characterized as a convenience one. The questionnaire covered demographics and shopping behaviour, including shopping frequency, quantity purchased, preferences, channels, and spending per transaction. Discriminant analysis was used to select the best cluster analysis model [22, 23].

4 Findings

4.1 Sample Profile and Descriptives of Consumers’ Behaviour

In the context of our study’s findings, Table 1 illustrates key participant demographics.

Table 1 Sample’s profile
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The impact of COVID-19 and the lockdown on Greek consumer behaviour, as shown in Table 2, is evident. About 80% of respondents changed their shopping habits significantly. They bought more (66.4%) and focused on sales promotions (73.9%). Online shopping surged, with over half of respondents switching to online platforms. However, this shift strained businesses unprepared for the e-commerce demand, potentially causing issues for consumers. The move toward online shopping is likely a lasting change.

Table 2 Descriptives of consumer behavioural attitudes
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4.2 Consumer Profiles

Next, we will delve into the examination of Greek consumer behaviour during the Covid-19 pandemic lockdown by employing k-means clustering analysis [22, 23]. The objective is to identify distinct consumer clusters based on behaviours in crisis situations. The analysis considered three key variables: (a) changes in supermarket visit frequency, (b) increased quantities purchased during lockdown, and (c) higher spending per supermarket visit, all known from literature [11] to differentiate consumer types. Discriminant analysis indicates that the three-cluster model outperformed others [22, 23] (Table 3).

Table 3 Final cluster centres and number of cases in each cluster
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After determining cluster solutions, demographic characteristics, and questions related to the Greek consumer profile concerning shopping behaviour were examined. The first cluster, Cautious High Flyers, primarily comprises females (around 60%) with the highest monthly income among clusters. Approximately 40% of this group spends over 50 euros per supermarket transaction. They visit physical stores less often but purchase more products per visit and spend more per transaction. Brand loyalty remains strong, and they acknowledge increased product quantities purchased (Table 4). Shopping preferences still lean toward “brick-and-mortar” stores but with reduced frequency. Some in this group opt for e-shops and phone orders with delivery (Table 5). The second cluster, Top Performers, mostly consists of females (67.2%). Nearly half earn over 1500 euros monthly, with a similar proportion spending more than 50 euros per supermarket visit. Unlike the first cluster, their supermarket visit frequency increased during the pandemic. They acknowledge increased product quantities and a preference for promotional items (Table 4). They continue to visit physical stores regularly. The third cluster, Cautious Low Performers, includes both females (52.7%) and males (47.3%). Most in this group earn less than 1000 euros monthly (38%), differing from Cautious High Flyers and Top Performers (Table 4). The majority (76%) spends 50 euros or less per supermarket visit. Their behavioural changes during the pandemic are less positive than the other clusters. They explored new products and brands (Table 4) and aimed to minimize physical supermarket visits, preferring e-shopping and phone orders with delivery (Table 5).

Table 4 Kruskal–Wallis H test—estimates
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Table 5 Crosstabulation Clusters* Different shopping channels during lockdown period
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5 Discussion and Conclusions

This research unveils the impact of the COVID-19 pandemic and associated lockdown measures on Greek consumer behaviour. The study reveals intriguing patterns across various consumer groups, offering valuable insights for retailers and manufacturers to adapt their marketing strategies. The pandemic had a significant effect on shopping habits, with nearly 80% of respondents reporting changes. This included increased purchasing quantities and a heightened focus on sales promotions, potentially due to financial concerns. The pandemic encouraged consumers to explore new brands, suggesting a temporary decline in brand loyalty. The pandemic’s online shopping surge will have lasting effects, necessitating business adaptation. Surprisingly, about half of respondents maintained their physical supermarket visits despite the online trend. Lockdown restrictions boosted supermarket visits for shopping and leisure, a permitted activity.

Distinct consumer groups with varying behaviours emerged. The Cautious High Flyers, characterized by high income and brand loyalty, spent more per store visit but visited less frequently. Top Performers, with the highest income, remained loyal to physical stores and sought promotions. Conversely, Cautious Low Performers, with lower income, minimized store visits, embraced new products, and used e-shopping and deliveries more. These clusters provide vital insights for marketers and retailers in Greece. Tailoring strategies to each group's needs can enhance engagement. The study also highlights firms’ challenges in meeting online shopping demand and the role of promotions in consumer decisions.

This research aligns with prior studies, confirming the significant impact of the COVID-19 pandemic on Greek shopping habits (e.g., [2, 3, 10, 26]). Around 80% of respondents reported changes, including increased purchasing quantities, consistent with observations in [2] and [7]. Sales promotions gained prominence during the pandemic, reflecting consumer concerns, as seen in [7]. Notably, a shift towards online shopping emerged, echoing findings in previous studies [20, 26]. Brand loyalty appeared less significant during crises, akin to [10] and [26]. Intriguingly, nearly half of respondents maintained physical supermarket visits, mirroring generational variations noted in [2]. Segmenting consumers by income and behaviour, as in [20] and [26], offers insights for tailored marketing, mirroring trends discussed in [15]. Lastly, the focus on e-commerce and the role of sales promotions resonates with discussions on the structural impact of COVID-19, as highlighted in [1]. This study's implications for retail businesses in Greece and our understanding of COVID-19's impact on consumer behaviour are significant.

Firms must recognize the lasting effects of increased online shopping and adapt accordingly. Bolstering digital presence, optimizing e-commerce platforms, and prioritizing quality, pricing, and promotions are key. Segmenting consumers by income and behaviour aids tailored marketing and product development. This localized knowledge extends beyond Greece, helping businesses worldwide anticipate and adapt to future disruptions effectively. In essence, these insights guide firms in resilient, customer-centric strategies to thrive in the post-pandemic landscape.