Need for Including the Next Normal

 


This Covid pandemic will be always remembered by everyone because of the impact that has been created to the people and the changes they had to undergo because of this pandemic situation. The pandemic has disrupted everyone's routine and there came a concept that online will be the next normal. The duration of this lockdown was such a long that it made the people change their habits. The lockdown imposed by the government and the closure of all the activities has disrupted everyone’s life. All of a sudden there came the concept of work from home, where everyone had to work from their homes and meet in a virtual platform. The schools and colleges started with the online classes. The food delivery business increased drastically during this pandemic and people missed eating in the hotels. The new form of the entertainment was the OTT platforms because the theatres were closed due to the lockdown. Initially it was very difficult for the people to adopt to the new changes because they routines and habits was totally different but this pandemic made everyone to change from the routine behaviors.

 

Behavioral science states that identifying the new beliefs, habits about the customer is central to the driving change in their behavior. There are 5 actions which can help the companies to influence the consumer behavior for a longer period of time.

  • Reinforce new positive beliefs- the beliefs that the consumer has is the key influencer of their behavior. Beliefs are psychological in nature and it is deeply rooted so it prevents the consumer from logically thinking about the alternatives. The covid-19 pandemic has made the consumers change their beliefs due to the new experience in wide range of the day-to-day activities. The company which identified the new beliefs of the consumer survived during the pandemic and the company which ignored the new beliefs of the consumer are suffering. When the consumers are surprised by their new experiences, they can change their long-held beliefs.
  • Shape the emerging habits with new offerings- the companies should try to nudge the consumers towards the new habits by innovating the products. For example, people became health conscious and has increased the consumption of vitamin and minerals. Many companies adopted this strategy and aligned its innovation priorities with the consumers concern towards the health.
  •  Sustain new habits, using contextual cues- habits form when a consumer gets associated with a particular behavior and this behavior can be adopted by the consumer automatically. For this the companies should identify some contextual cue which can be a task, object etc. to drive the behavior of the consumer.
  •  Align messages to consumer mindset- due to the pandemic, the consumer was in the mixed emotions so the companies have to make sure that all the communications which they convey should be with reference to the sentiment of the consumers. If the communication is of a good quality, it will become a competitive advantage for the company.
  •   Analyze the consumer beliefs and behaviors at a granular level. -  the new beliefs, habits of the consumers will continue for a year or two unless and until all are vaccinated. The companies just should not monitor the changes as it not sufficient but it should study the consumer insights and should get a comprehensive idea about the changing consumer decisions.

 

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