DESCRIPTIVE ANALYSIS OF THE ATTITUDES OF COLOMBIAN CONSUMERS TOWARDS THE PURCHASE OF BASIC AND LUXURY PRODUCTS IN THE TIME OF COVID-19

Abstract

Despite the short time that has passed, much has already been written and said about the impact that the COVID-19 pandemic is having on the global economy. In the Colombian case, prospects are uncertain, given the fall in production, the growth of unemployment, the collapse of companies, the financial difficulties for consumers and entrepreneurs, among other examples.The objective of this research is to analyze the attitude that Colombian consumers have had towards the purchase of basic products and luxury products, during the time of Covid-19. Through a descriptive research with a quantitative approach, the study had a sample of 391 subjects and allowed to conclude that buyers, as an adjustment measure in this contingency, have decided to focus on the purchase of basic products and displace luxury products, increasing purchases of basic products through the online channel and greater consumption at home, with the home service becoming more widespread.