Designing a Consumer Behavior Management Framework in the Prevalence of Worldwide Pandemics (Case Study: Covid 19)

This study provides a framework for how to manage consumer behavior during the outbreak of global pandemic’s by focusing on Covid 19 in a direction that leads to favorable results for retailers. The importance of this research is that at present, due to the spread of epidemic disease and the resulting recession, many changes in consumer behavior can be observed and since retailers are highly influenced by changes in consumer behavior because of their inherent characteristics, having a framework to guide their practice can greatly help them; forasmuch as even in critical situations, by implementing appropriate strategies, business performance can be maintained or even improved. In order to present this framework, qualitative content analysis method with inductive approach was used. The sampling method in the present study is purposeful, after analyzing 27 relevant and valid studies and conducting interviews with experts in the field of consumer behavior by snowball method, the framework for how to manage consumer behavior was presented: This framework includes 4 main categories of transparency, effective communication, community-based behavior and endurance, 16 components and 57 indicators. The reliability of the model was confirmed using the kappa index.