E-COMMERCE AND CONSUMER HABITS DURING THE COVID-19 PANDEMIC IN MEXICO

In 2020, the entire world had to abruptly adapt to a new re-ality: the health emergency caused by covid-19. Organizations had to re-arrange their marketing strategies based on the changes brought by this situation to market and consumer behavior. covid-19 forced social dis-tancing, thus leading to shifts in online consumption habits. This paper aims to present an overview of the significant changes in online commerce during the covid-19 pandemic in Mexico through a documentary, explor-atory, qualitative and cross-sectional research. Secondary data were col-lected with information from the National Survey on the Availability and Use of Information Technologies in Homes (endutih, in Spanish), conducted by the Mexican Internet Association, the Mexican Association of Online Sales (amvo, in Spanish), and the Global Consumer Perspectives Survey 2021 (PwC, 2021), among other sources. Results show that consumers and companies had to rapidly learn, adapt, and respond to new market require-ments, and that the onset of covid-19, variations in consumption habits, business digitization, and digital inclusion in Mexico favored e-commerce. © 2022, Universidad Nacional de Colombia. All rights reserved.

CONSUMER BEHAVIOR IN RESPONSE TO HEALTH CONTINGENCY BY COVID-19 IN MICHOACAN 2021: GENERATION X

This research is aimed at the study of Generation X consumer behavior during the health contingency caused by COVID-19, the objective of which is to identify the new consumer behaviors and trends that this generation has during the pandemic. Likewise, the research is made up of a theoretical section that helps to substantiate the central themes of the same, as well as a research section of the object of study whose methodology was carried out under a mixed exploratory and descriptive approach. Research was conducted through an online survey whose final scope was 224 observations in an established range of 41 to 61 years old. It was identified that members of Generation X as a result of the health contingency began to use digital platforms as a support tool, but this was not the only relevant change in their behavior since Generation X still prefers to make purchases in a traditional way.