Impact of the changes caused by the COVID-19 pandemic on consumer behavior and the importance of communication strategy

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Ivane Javakhishvili Tbilisi State University Press
It is a well known fact that consumer behavior is constantly changing and companies need to be able to adapt to innovations and ensure supply according to the demand. The fears and anxieties of the current economic and social crisis caused by the COVID-19 pandemic clearly affect both social behavior in general and buying behavior as well. It is important to find effective ways of informing and communicating with consumers, as it provides customers the latest and highly accurate information that will help them while making decisions. It will be easier for customers to make purchasing decisions if they will be provided with the needed information of an accurate kind. Communication is essential both to satisfy interest in times of risk and uncertainty such as COVID-19, and to unable the decision making process and empower customers to select the best possible alternative. Factors such as the quality of the information disseminated, the channels of transmission, the reliability of the source, as well as the structure of the perception of information by the recipients should be taken into account during the communication process. The benefit of the AIDA communication model in times of crisis situations like COVID-19 is important since it helps companies to establish superior communication with the target segment.
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Conference Proceedings: "The World Economy in the Post-Pandemic Period: Implications and Challenges", Tbilisi, 2023, pp. 89-92