Tracking Mood States Considering the Covid-19 Pandemic by Prof J Joubert & Ms J Poalses (2021)

This report presents an assessment of the changed mood states of Unisa graduates being used as an experimental group, which constitutes a core part of the South African consumer market. The prototype research accounts for the change in consumer moods as a result of the COVID-19 pandemic. The research aims to better understand the interplay of COVID-19 and the resulting lockdown on the one hand and the mood states of various demographic and socioeconomic groups on the other hand. The interpretations featuring in the report also serves as a good guideline to businesses to redirect their resources towards the optimisation of consumer market loyalty, based on the observed consumer mood and behavioural changes prevalent among the contemporary consumer market of South Africa.

Report 514