Navigating the Waves of Change: Exploring the Impact of COVID-19 on Consumer Behaviour in Developing Countries

This systematic review examines the changes in consumer behaviour patterns during the COVID-19 pandemic in developing countries. The review investigates the impact of the pandemic on purchasing patterns, the shift towards online shopping, altered preferences for essential goods and services, changes in brand loyalty, and the implications for businesses and policymakers. The review follows a structured methodology, including literature search, study selection, data extraction, synthesis, quality assessment, and data interpretation. The findings reveal significant shifts in consumer behaviour across developing countries, such as reduced spending on non-essential goods, increased reliance on online shopping platforms, preferences for local and domestic products, and challenges to brand loyalty. The implications for businesses include the need to adapt strategies to meet changing consumer needs, while policymakers should consider implementing policy interventions to support businesses and promote digital literacy. This systematic review provides valuable insights for decision-making and strategic planning in the post-pandemic period, offering guidance for businesses and policymakers in developing countries worldwide.