Cultural, Marketing and Personal Factors of Consumer Behavior during Corona pandemic: Perspective of Final Consumer in Unaizah city- KSA

Abstract

This research aims to study consumer behavior in (Unayzah Governorate) in light of the (Corona) pandemic, by studying the factors of consumer behavior, cultural, personal and marketing; And then determining the statistical differences between the responses of the respondents in (Unaizah Governorate) due to the variables: (gender, age, educational qualification), where the research problem is to know the level of approval of the cultural, marketing and personal factors of consumer behavior in light of the Corona pandemic in Unaizah Governorate, Saudi Arabia, The importance of the research lies in its study of consumer behavior factors in an exceptional circumstance (the Corona pandemic) and the relationship between them and some demographic variables in Unaizah Governorate. The method used in this study is the descriptive analytical method, where the data were collected through the use of an electronic questionnaire; Where an electronic questionnaire was distributed, its number reached (235) questionnaires, and (200) questionnaires were retrieved, with a retrieval rate of (85%). The (spss) program was used to analyze the data and obtain the results, and the methods were used: (arithmetic mean, standard deviation of the two questions: the first and second, Mann-Whitney test, Krusikal-Wallis test to answer the third question). The results showed that at the level of factors, cultural factors got the highest average (4.246), with an average degree of approval (very high), followed by marketing factors with an average of (3.619) with a degree (high), and thirdly, personal factors with an average of (3.319) with an average degree of approval (medium), all of which approval level (high). The study also revealed that there are no statistical differences between the average ranks of the research sample’s grades according to males and females, and the study also revealed that there are no statistical differences between the average ranks of the research sample grades according to age, and there are also no statistical differences between the average ranks of the research sample’s grades according to the educational qualification. Searching with several recommendations for business owners, such as paying attention to designing the appropriate competitive website for their products based on what the search results showed, and there are recommendations for the consumer such as paying attention to order details such as warranty, and delivery time.