| Summary: | Knowing the consumption behavior of individuals is a basic goal of any business, the market success depending
decisively on the ability of organizations to adapt to the ever-changing needs and preferences of consumers. The
phenomenon of business globalization, but also the technological innovations of the last decades have created new
possibilities for selling goods/services and have implicitly ensured the access of a growing number of consumers to the
products they need, regardless of the country/continent of origin. In the current economic and social context generated
by the onset of the coronavirus pandemic, there are significant changes in the consumption behavior, both in terms of
its content and its manifestation. Given these aspects, this paper analyzes the results of a qualitative marketing
research, in close correlation with statistical data on household expenditure by consumption purpose, at national and
European level. The research was based on the method of the semi-structured in-depth interview and focused on
highlighting the main characteristics of consumption behavior, as well as the changes determined by the current
context of the coronavirus pandemic. The results of marketing research showed new trends in the consumption
behavior of individuals, requiring a reassessment of companies' strategies to adapt their activity to the new market
conditions.
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