Impact of the Covid19 crisis on consumer purchasing behaviour: A confirmatory approach (Case study of the Marrakech-Safi region)

Abstract

The onset of the year 2020 witnessed the global dissemination of the COVID-19 pandemic, prompting numerous countries to implement confinement measures as a sanitary protocol to curtail the propagation of the virus. The emergence of this crisis thus birthed unconventional purchasing behaviors across the international sphere. The Moroccan authorities declared a state of sanitary emergency on the 20th of March, prompting Moroccan citizens to observe a stay-at-home directive. This crisis unfolds within an already intricate backdrop, wherein the Moroccan consumer confronts observed shifts in diversified purchasing habits. Accordingly, this present study delves into the examination of purchasing behavior, alterations in consumer consumption patterns, as well as the selection of food product retail outlets for Moroccan consumers situated within the Marrakech-Safi region.