THE IMPACT OF COVID-19 ON CUSTOMER BUYING BEHAVIOUR: A STUDY ON GEN Z IN UNIVERSITI UTARA MALAYSIA (UUM)

Abstract

As a result of the COVID-19 outbreak, consumer behaviour has changed significantly. When nations struggle to recover from a pandemic, companies, particularly those that produce non-essential goods such as clothing and shoes, also attempt to recover from financial losses. Due to consumer stockpiling and impulsive purchases, however, it is difficult for some companies to increase the production of essential goods. The primary objective of this study is to determine the effect of COVID-19 on students' panic buying behaviour among UUM students. This quantitative study included 400 respondents selected by convenience sampling. The findings reveal students' stockpiling and impulsive purchasing behaviours have increased dramatically during the pandemic. These findings contribute to the expanding body of knowledge on panic buying.