​​​​​Research Title :Effect of Recession on Consumer Buying Decisions in Jordan

Authors : Hisham Ali Shatnawi, Zead M. Alhawamdeh, Mohammed Abd-Alkarim Almomani, Hebah Zaki Makhamreh, Ahmad Wasfi Mohammad Albdour​

Abstract :This study aims to explore the objectives of understanding the complex dynamics of consumer behavior in Jordan during the COVID-19 pandemic-induced economic downturn. It seeks to identify how exceptional circumstances, such as the increase in internet shopping and reliance on home delivery, have transformed consumer behaviors. By addressing the information gap about the connection between pandemic-induced crises and economic recessions, the research investigates how the pandemic has affected buying habits and delves into the subtleties of consumer decision-making. Through the use of literature research, a thorough analysis of the connection between the economic recession in the Jordanian consumer market and the recession in the Jordan market is offered. Their relationship is complex given the context of their connection. Following market research and analysis, Jordan was determined to be the context in which these activities were carried out. This is achieved by analyzing the primary variables that caused the COVID-19 recession. Consequently, it can achieve its objective. Brand loyalty, price sensitivity, and buying habits are examples of purchasing behaviors. The primary data source for the study was collected via the distribution of 450 questionnaires to Jordanians who could be thinking about establishing an account with an Islamic bank, as well as the use of quantitative research methodologies. This was done to get the required data. The translation of the twenty-six Arabic questions, which were based on a five-point Likert scale, was thoroughly examined to guarantee correctness. There is a statistically significant connection between the recession-related data and the problem decisions made by consumers, according to the data. This is how the connection is made. Among the things that fall under this category are shopping habits, brand loyalty, price sensitivity, and disposable income. The outcome has been a shift in consumer behavior. These days, consumers are increasingly interested in brand loyalty, and price sensitivity, and prefer locally made items. The outcomes have also led to an increase in brand loyalty. A shift in consumer behavior has resulted from this. The regression equation utilized in this research may provide an explanation for these effects given their significance. A detailed analysis of the consequences on businesses and governments highlights the need for adaptable strategies, making sure that the government stabilizes economic indicators, and keeping an eye on consumer behavior. By providing significant new information on the long-term impact of recessions on consumer behavior, this research hastens the process of economic recovery. This may be aided by the behavior of consumers during a recession. The paper suggests conducting longitudinal studies and comparative assessments across national boundaries. The report points up biases, recognizes the recession's context, and makes suggestions for future lines of inquiry. In addition to offering knowledgeable support to businesses, decision-makers, and consumers dealing with severe recession circumstances, these pathways seek to increase our understanding of how consumers behave during recessions and to assist those who are going through terrible recession conditions

Keywords :Net Income, Brand Loyalty, Online Shopping, Price sensitivity, Recession, Amman, Consumer Behavior

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