CUSHIONING THE EFFECTS OF COVID-19 CONSUMER EXPERIENCES FOR OPTIMUM ECONOMIC SURVIVAL IN THE ‘NEW NORMAL’ IN ENUGU STATE

Abstract

The challenging impact of covid-19 pandemic on global businesses triggered the need for survivalist strategies in the new normal. The understanding of the prevailing customer needs and the innovative capacity towards their satisfaction occupied the heart of competition at this period. Invariably, discourses pursued the deployment of mitigating hooks and stabilizers that could service symbiotic commercial relationships. This study therefore explores the various dimensions to this phenomenon with the aim of ascertaining the cushioning and coping strategies from companies to individuals and individuals to themselves for optimum economic survival. Data were elicited from 147 respondents from Enugu State through online mixed method of qualitative and quantitative research. Zoom multimedia application, moderated by the researchers was used to gather responses from two different online focus groups who determined the relevant item statements based on the objectives of the study. The outcome of the focus groups interactions helped in structuring the questionnaire administered to the consumers using survey monkey application with corresponding open spaces to justify their choice of responses. Simple percentage was used, where applicable, for the analysis and vividly illustrated with bar charts. Findings show significant congruence on the studied factors upon which conclusion was drawn. The study recommends, among other things, that advocacy be channelled more towards Return on Empathy (ROE) with less emphasis on Return on Investment (ROI).