Factors of consumer behavior in the purchase process of Peruvian bodegas in the context of COVID-19


The objective of the research was to determine the factors of consumer behavior that influence the purchase process of bodegas in the context of COVID-19 in the year 2021. The study was carried out from the quantitative approach, with a research design non-experimental-transversal-explanatory. A questionnaire consisting of 31 questions was applied to 399 consumers who attended Peruvian bodegas, who were randomly selected for the application of the instrument. The results generated by structural equations show that social factors and psychological factors of consumer behavior significantly influence the purchase process (p < 0.05); however, unlike the previous results, the cultural factors of consumer behavior do not have significant implications in the purchase decision (p value = 0.054 < α = 0.05) and in the feeling after the purchase (p value = 0.082 < α = 0.05), as well as the personal factors of consumer behavior do not have significant implications in the activity prior to the purchase (p value = 0.456 < α = 0.05). The conclusion of the research mentions that the factors of consumer behavior have an influence on the purchase process, however, some factors show a greater impact in the study.

Keyword : consumer behavior, purchase process, bodega, COVID-19, psychological factors, purchase decision

How to Cite
Palacios, P., Rosado, H., Tolentino, L., & Vicente-Ramos, W. (2022). Factors of consumer behavior in the purchase process of Peruvian bodegas in the context of COVID-19. Business: Theory and Practice, 23(2), 387–395.
Published in Issue
Nov 16, 2022
Abstract Views
PDF Downloads
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.


Anagha, R., Sushant, M., Asmita, C., Dipen, P., & Dharmesh, K. (2022). Wine purchasing decisions in India from a consumer’s perspective: An analysis of influencing factors on the buying behavior. Innovative Marketing, 18(2), 120–134.

Arellano, R. (2008). Los estilos de vida en el Perú (2nd ed.). Arellano Investigación de Marketing.

Bäckstrand, J., Suurmond, R., van Raaij, E., & Chen, C. (2019). Purchasing process models: Inspiration for teaching purchasing and supply management. Journal of Purchasing and Supply Management, 25(5).

Buil, I., Martínez, E., & Montaner, T. (2012). La influencia de las acciones de marketing con causa en la actitud hacia la marca. Cuadernos de Economía y Dirección de la Empresa, 15(2), 84–93.

Cavallo, C., Sacchi, G., & Carfora, V. (2020). Resilience effects in food consumption behaviour at the time of Covid-19: Perspectives from Italy. Heliyon, 6(12).

Cruz, J., Zabelina, E., Guadalupe, J., Palacio, A., & Ramos, C. (2021). COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis. Technological Forecasting and Social Change, 173, 121179.

Danish, M., Ali, S., Ahmad, M. A., & Zahid, H. (2019). The influencing factors on choice behavior regarding green electronic products: Based on the Green perceived value model. Economies, 7(4), 99.

Fischer, L. & Espejo, J. (2017). Mercadotecnia (5th ed.). McGraw-Hill.

Gestión. (2016, January 28). El 91.5% de bodegas peruanas factura menos de S/. 277,500 al año.

Gestión. (2020, March 11). Fitch: Perú crecería 3% en 2020, aunque economía sufre riesgos por coronavirus.

Hoyer, W., Maclnnis, D., & Pieters R. (2018). Comportamiento del consumidor (7th ed.). Cengage.

Idone, G., Guerreros S., Palomino, F., & Vicente, W. (2020). Impact of visual merchandising on the purchase decision of consumers from retail stores in central Peru. Management Science Letters, 10, 2447–2454.

Kotler, P., & Armstrong, G. (2017). Fundamentos de Marketing (13th ed.). Pearson Educación de México.

Kaur, A., & Malik, G. (2020). Understanding the psychology behind panic buying: A grounded theory approach. Global Business Review.

Larios, E., Fischer, L., Peñalosa, M., & Ortega, M. (2021). Purchase behavior in COVID-19: A cross study in Mexico, Colombia, and Ecuador. Heliyon, 7(3), e06468.

Levy, S., Gvili, Y., & Hino, H. (2021). Engagement of ethnic-minority consumers with electronic Word of Mouth (eWOM) on social media: The pivotal role of intercultural factors. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2608–2632.

Madeira, M., Peñaloza, V., & Duarte, T. (2019). Os impactos das dificuldades financeiras nas condutas de consumo: as diferenças entre gêneros. Innovar, 30(75), 31–41.

Martínez, O., Ruíz, J., Cruz, M., & Verján, R. (2015). El comportamiento del consumidor en internet bajo el modelo psicológico social de Veblen. Revista Global de Negocios, 3(5), 101–112.

Mukit, M., Nabila, N., Abdel-Razzaq, A., & Shaznin, K. (2021). The economic influence on consumers buying behavior in Islamic countries: Evidence from the COVID-19 economic crisis. ECONOMICS, 9(1), 179–203.

Organización Mundial de la Salud. (2020). Brote de enfermedad por coronavirus (COVID-19).

Organización Panamericana de la Salud. (2020, March 31). COVID-19 – Respuesta de la OPS/OMS Reporte 1.

Ortega, F., Gavilán, J., & Jaén, I. (2020). The effect of economic and cultural factors on entrepreneurial activity: An approach through frontier production models. Revista De Economía Mundial, (55), 25–48.

Perdana, T., Chaerani, D., Hakim A., & Rahayu, F. (2020). Scenarios for handling the impact of COVID-19 based on food supply network through regional food hubs under uncertainty. Heliyon, 6(10), e05128.

Philippe, K., Chabanet, C., Issanchou, S. & Monnery-Patris, S. (2021). Child eating behaviors, parental feeding practices and food shopping motivations during the COVID-19 lockdown in France: (How) did they change? Appetite, 161, 105132.

Sanz, S., Ruiz, C., Pérez, I., & Hernández, B. (2014). The influence of culture on behavior in the purchase of online tourist products: The case of Spain and Mexico. Innovar, 24(54), 153–165.

Shalini, T., Fauzia, J., Anushree, T., Mototaka, S., & Amandeep, D. (2021). What drives willingness to purchase and stated buying behavior toward organic food? A Stimulus–Organism–Behavior–Consequence (SOBC), perspective. Journal of Cleaner Production, 293, 125882.

Solomon, M. (2017). Comportamiento del consumidor (11th ed.). Pearson Education.

Tong, L., Toppinen, A., & Wang, L. (2021). Cultural motives affecting tea purchase behavior under two usage situations in China: A study of renqing, mianzi, collectivism, and man-nature unity culture. Journal of Ethnic Foods, 8(1), 1–10.

Tuu, H., Olsen, S., & Cong, L. (2017). Patterns of Vietnamese buying behaviors on luxury branded products. Asia Pacific Journal of Marketing and Logistics, 29(4), 778–795.

Vančová, T., & Střelec, L. (2020). Consumption function in the context of cultural affinity zones. Proceedings of the Mendelian Brunen University of Agriculture and Forestry, 68(4), 797–806.

Wang, J., Shen, M., & Gao, Z. (2018). Research on the irrational behavior of consumers’ safe consumption and its influencing factors. International Journal of Environmental Research and Public Health, 15(12), 2764.

Xia, Z., Wu, D., & Zhang, L. (2022). Economic, functional, and social factors influencing electric vehicles’ adoption: An empirical study based on the diffusion of innovation theory. Sustainability, 14(10), 6283.