The impact of Covid-19 on consumer behavior and marketing strategies of Daraz : a case study of an e-commerce platform

Abstract

This thesis compares the behavioural changes customers exhibited prior and during the COVID-19 pandemic and assesses how Daraz, as an e-commerce company in South Asia, responded. The quan-titative research method for conducting surveys was employed. Purchasing preferences, frequency of online shopping, the categories of products that are deemed important, and customer reactions toward various forms of marketing strategies such as discount and promotion, among others, are data that it employs through customer surveys.

Daraz has strengthened adaptive marketing, which includes increasing the focus on digital commu-nication, creating personalised sales campaigns, and delivering products using more effective meth-ods to contribute to a higher satisfaction of customers during the crisis.

The understanding of consumer expectations during a crisis is valuable for the findings of this re-search, mapping clear implications for the more significant construction of robust e-commerce models. The results can be of practical utility to other e-commerce companies intending to analyse buyer behaviour and changing patterns in the context of the post-COVID-19 world.