GENERATIONAL BUYING BEHAVIOR IN COVID-19 ERA: A CROSS-CUTTING STUDY IN MEXICO, BRAZIL, COLOMBIA AND ECUADOR

Abstract

This article aims to explore the key factors in consumption behavior in men and women, belonging to the cohorts Generations BabyBoomer, Generation X, Generation Y and Generation Z in Mexico, Brazil, Colombia and Ecuador, due to the situation of social isolation caused by the COVID-19. The proposed model is tested based on quantitative research with a sample of 2565 consumers through a mixed survey (face-to-face and online). The information was analyzed through structural equations, invariance of measurement instruments and multi-group analysis with the software Smart Pls 3 and EQS 6.3. The study reveals that despite being Latin American countries, differences were found in the priority of consumption and that being a man or a woman, or part of a generational cohort in times of crisis does not significantly change purchasing behaviors and all have adapted to online and home shopping. The means of purchase have been by telephone, internet and face-to-face. Practical implications are made for businesses to adopt hybrid channels (face-to-face and online) and to create sales strategies in the face of the endemic pandemic.