Changes in the Culture of Consumption During COVID-19: a Decision-Tree Model

This study aimed to understand changes in the culture of consumption in the selected consumer seg-ments regarding COVID-19 during the lockdown. The empirical research was conducted with a sample of 534 households. To predict changes in consumer behavior, the two-step clustering method was used. We a...

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Published in:Cultural Management: Science and Education 2023, Vol.7 (1), p.85-101
Main Authors: Kita, Pavol, Žambochová, Marta, Maciejewski, Grzegorz, Čvirik, Marián, Mazalánová, Veronika Kitová
Format: Article
Language:English
Subjects:
Behavior change
Change agents
Charities
Clustering
Conservatism
Consumer behavior
Consumption
Coronaviruses
COVID-19
Culture
Decision making
Households
Loans
Pandemics
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Summary:This study aimed to understand changes in the culture of consumption in the selected consumer seg-ments regarding COVID-19 during the lockdown. The empirical research was conducted with a sample of 534 households. To predict changes in consumer behavior, the two-step clustering method was used. We also use the decision-tree model. We created four selected segments with remarkable consumption changes on the basis of their opinions concerning three points of view, namely, behavior changes, de-mographic data, and self-beliefs. Consequently, we classified subject pertinence (i.e., single respon-dents) to single clusters by decision trees using various statistical calculations to place the chosen attri-bute within the node of the tree structure. The factors most statistically significant for inclusion in the cluster were willingness to give up personal freedom, conservatism, and preferring functionality to appearance/design, with the last significant factor being meeting deadlines. We find indications that the more people purchase online, the less they decrease expenses and support charities, or/and the more people solve things remotely, the less they restrict taking loans. The results will help in identifying future models in retail conditions.
ISSN:2512-6962
2512-6962
DOI:10.30819/cmse.7-1.06