Question

Choose a marketing research topic that would be applicable during the period of COVID-19 in an underdeveloped country in Africa. State this topic and explain why it is relevant? For the chosen topic, provide a literature review, detailed research methodology as well as the potential challenges associated with undertaking the research. You may make any relevant written assumptions that may be helpful in addressing the question.

Answer 1

I used the marketing research methods like surveys and observations during the COVID-19 in Kenya's underdeveloped country ( a country of Africa continent). Our topic of marketing research is how the pandemic changes the consumer purchasing decision. It is a relevant topic in this condition because this pandemic affected the whole world by an economic crisis. In this condition, the developing countries are facing severe trouble to overcome this crisis.

As per the literature review, customer purchasing decisions are favorable for the market, but people lost their jobs during the COVID-19 pandemic, and their income sources are at a minimum level.

Through survey and observation of the market growth, the collected data about the market conditions and country citizen's survey provides us with the unwillingness to buy the product, which is not essential for life. People hesitate to spend on new products such as vehicles or mobiles because they have no money to spend on comforts.

During the research, we faced communication problems due to different languages. To social distancing due to Covid-19, people were unwilling to make conversation with us because of COVID-19 spreading fear.