Abstract

Purpose: This research aims to contribute constructively to the ongoing discourse surrounding COVID-19 pandemic responses by examining consumption patterns of basic necessities and everyday consumer goods in the hard-discount retail stores, while taking into account the chronological evolution of measures applied throughout the pandemic year. Research design and methodology: Data were collected from five hard-discount retailers over a four-year period and processed using the Statistical Package for the Social Sciences (SPSS). The analysis was conducted in two phases: the first involved calculating basic statistics, while the second focused on testing the research hypotheses. Results: Despite the implemented relief measures, sales variations remained significant throughout the three quarters of the pandemic year. All categories experienced significant increases in the first quarter, most in the second quarter, and fewer in the third quarter. The household products category exhibited the greatest variation, while the beverage category was the least impacted by the pandemic. Conclusions: This study enhances the understanding of consumer behavior during the COVID-19 pandemic, providing valuable insights for retailers and supply chain professionals. By identifying demand variation patterns and their implications, businesses can improve their resilience and adaptability in future crises, leading to more effective strategies for managing consumer needs and expectations.