many factors, from consumer psychology
to social settings. Human behavioral
processes are associated with individual
values, thinking, feelings, emotions and
perceptions. The Covid-19 pandemic has
changed the way consumers think, feel and
perceive. Therefore, it has impacted their
decision making and buying behavior.
In my view, customers will adopt new
buying behavior as they come to value
different things. People have had to stay at
home, and away from socializing in forced
lockdown or curfew for many days. They
have been forced to change their habits
and routines in order to survive. Many
have changed in order to avoid getting
into trouble with authorities, getting
quarantined or worse getting the disease.
Office workers, business people and the
general population have had to adopt new
technologies including those they resisted
in the past. Online buying, e-payments,
online banking, e-learning, Zoom
meetings, hangouts, food delivery, and
Netflix among others have defined the
new way of life under Covid-19. The other
day I attended an online baby shower. This
was not imaginable before.
Given these changes, I am of the view
that new buying behavior will follow the
shifting routines and lifestyles. The new
consumer habits that have been adopted
under crisis will influence future buying
behavior. Some of the changes likely to
occur are outlined here-under:
Growth In Hygiene
Consciousness
Research shows that people are ‘creatures
of habit’. As such, I expect that a
substantial number of people will continue
to wash hands, sanitize and maintain good
hygiene for a long time to come. Some will
even continue to wear masks even after
Coronavirus is conquered. This means
that voters will no longer feel offended
by a politician for washing his hands
after greeting them during campaigns.
In the past, some politicians even lost
the election because of the perception
that they are arrogant and look down on
voters, simply because of washing their
hands after they shook hands with voters.
Voters in places like Kibera and Kwa
Reuben were not impressed by such
politicians. In my view, this will change,
and during the next election, voters will
want to wash their own hands after the
Given the many likely changes, the brand
manager has a great task to seek to understand
the specific changes that will impact
their own consumers and communities.
Brands need to act in ways that will help
build trust in line with their true values and
capabilities throughout this crisis.
hand shake with a politician. They will
realize that after greeting so many people,
the politician is the one likely to be
carrying more dangerous germs. So the
focus on maintaining hygiene will remain
after Covid-19.
New Meaning Of Needs
And Wants
With the lockdown, quarantine and
curfew people have learnt to do with less
and indeed research has shown major
decline in sales for diverse products and
services. The behavior is likely to be
different for different groups. Some will
appreciate what they have missed and
want to buy more of that; while others
will come to the recognition that they
don’t need or want so many of the things
that they used to buy, and hence resolve to
reduce on certain purchases.
However, people will recognize that
certain things matter more in life and
want to buy more of that. I think people
will value their homes more - home décor
and comforts will get a boost. After
having been forced to stay home for so
long, many have realized that homes need
to be more comfortable.
Greater Value For Shared
Experiences
The need for togetherness is one of the
most important drivers of consumer
behavior. It creates a ‘sense of belonging’.
Therefore the requirement for social
distancing for the prevention of Covid-19
is one of the most frustrating for the
majority.
The health officials in Kenya are irritated
by the penchant of some people to want
to move closer to others despite the social
distancing guidelines. Some even opt to
be locked in bars or social places in groups
so they can socialize as they used to. The
drive for togetherness is a high order
need. Therefore people will continue to
seek opportunities for affiliation.
Post Covid-19 people will value shared
experiences more. They will appreciate
the opportunity to eat in a restaurant,
attending events, drinking together and
holidaying.
Increase In Adoption Of
Technology
One of the most obvious changes
under Covid-19 is the increase in use
of technology. Use of social media and
online platforms will continue to grow in
the future. The habits formed during the
lockdown, curfew and staying at home
period are going to stick for a long time. It
was Sean Covey who staid that ‘we become
what we repeatedly do’.
People have become accustomed to using
Facebook, WhatsApp, Instagram, Twitter,
LinkedIn, e-payments, online banking,
online buying, e-learning, Zoom meetings,
hangouts, and Tok Tok among others on a
daily basis.
Undeniably, many tech products and
connected devices have great habit forming
ability. They hook people into habitual
usage quite easily, while some appear
to have addictive potential. Technology
products are powerful in influencing
people’s habits, behaviors and lifestyles.
Therefore I expect that there will be an
increase in adoption and use of technology
post Covid-19.
Need For Balance Between
High-Tech And High-Touch
With so much adoption of high-tech
behaviors in order to avoid physical
interaction and obey the social distancing
rules, people are longing for some human
touch. People are feeling lonely and
uncertain about the future. A recent
study by researchers at The University
of Manchester and Swansea University
shows that the behaviors of social
distancing and isolation under Covid-19
are having substantial effects on people's
mental status and emotional fitness.
Human interaction is a major goal in
life. People go to great lengths to sustain
association with others. As such, there
is a limit to how well people can fulfill
their social needs and ego boosting needs
through technology solutions.
People love to attend parties including
weddings, birthdays, graduation and
award ceremonies. Live events are so
popular with people because they allow
for greater social engagement. The last
event I attended just before the lockdown
was the AKI Insurance awards ceremony
in Nairobi where I was the chief guest.
This event was attended by more than
1000 people at the Carnivore grounds.
There was so much energy at that awards
ceremony to celebrate the best in the
insurance industry in Kenya. I still
remember the merriment at that event.
People were screaming and dancing in
celebration as they won various awards.
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People will recognize
that certain things
matter more in life
and want to buy more
of that. I think people
will value their
homes more - home
décor and comforts
will get a boost. After
having been forced to
stay home for so long,
many have realized
that homes need to
be more comfortable.
The winners shouted and danced and took
photos to mark these memories.
This kind of energy will continue to
draw people to such events in the future.
There will be need for new innovations
around how to make these events possible
in a world where people have become
more conscious of the hidden risks in
interacting openly. Brands will need to
innovate around balancing technology
and human engagement in all areas of life.
The need to balance high-tech and hightouch
will grow post Covid-19.
Given the many likely changes, the
brand manager has a great task to seek
to understand the specific changes that
will impact their own consumers and
communities. Brands need to act in ways
that will help build trust in line with their
true values and capabilities throughout
this crisis.
Dr. Catherine Ngahu is a passionate
researcher, brand strategist, trainer
and entrepreneur. She’s the founder
and Chairman of SBO Research
which has a service footprint in
23 countries in Africa. She can be
reached at: CNgahu@sboresearch.
co.ke; Search for ‘Catherine Ngahu’
to follow her on You Tube.
P.O Box 50511-00100 Nairobi, Kenya
North star building, Lenana rd Nairobi | Email: [email protected] Tel: 0721200663
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