Pandemic, fear and consumption: vulnerability at the base of the pyramid
DOI:
https://doi.org/10.51359/2526-7884.2024.256663Keywords:
consumer vulnerability, covid19 pandemic, bottom of the pyramid consumptionAbstract
This paper analyzed how the Covid-19 pandemic affected the consumer relations of individuals at the base of the pyramid in the interior of Piauí by observing their accounts of experience. Twenty-one consumers were interviewed in the year 2021, of both genders, ten men and eleven women. The findings of this study suggest that consumer behavior suffered a strong impact from the restrictive measures imposed because of the pandemic, causing fear and panic, because the limitations caused financial and psychological damage that persist after the reduction of cases and deaths. However, one finding stands out; respondents state that the same restrictions caused there to be a greater focus on education and household resource management. Such a finding reinforces the originality of the study, along with the context and the subjects interviewed.
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