Navigating Uncertainty: An In-depth Exploration of Consumer Purchasing Patterns in Times of Crisis Using NVivo Software

Abstract

Design/Methodology/Approach: With an emphasis on panic scenarios, this research uses a qualitative data analysis technique to examine consumer purchase behaviours during times of crisis. Based on keywords like "panic," "consumer," "stock market," and "investment decisions," we have examined 29 research articles from A and A* Journals. Using QSR International's NVivo software, the gathered documents are carefully examined.

Purpose: This research's main goal is to provide insightful knowledge to the marketing industry. Our specific goal is to identify the variables that affect consumers' purchase decisions during times of fear. The study's conclusions are essential for managers who are trying to come up with plans that will help them better understand the panic buying behaviour of their customers and make it easier to predict what they will do in the future.

Findings: Our study's conclusions are obtained using hierarchical charts and text search queries, which highlight the different aspects of the dataset that influence panic purchasing behaviour. Important elements including events, COVID-19, collecting behaviour, and buying behaviour are highlighted using a word cloud analysis. The parameters that have been found provide invaluable tools for future scholars that are delving into this field.

Significance: Because it is a novel addition to the study of panic purchasing using the NVivo software approach, this research is very important. Through a qualitative technique to gather insightful viewpoints, the writers analyse current literature in an effort to uncover several elements impacting consumer purchasing behaviour.