Publication Date

Spring 5-2-2022

Document Type


First Advisor

Howlett, Charles

Degree Name

B.S. (Bachelor of Science)


Department of Marketing


The purpose of this Honors Capstone research project is to gain insight and understanding into how buyer behavior may or may not have changed after by the COVID-19 Pandemic through the perspectives of sales professionals, marketing professionals, and consumers themselves. This research project compared data from literary based research, 1:1 interviews, and three unique mass surveys dispersed on LinkedIn to gather information from multiple touch points. There were limitations to this research given the Pandemic is ongoing and there continues to be adjustments to this global phenomenon. Additionally, data collection from interviews and surveys was strictly voluntary and survey responses were limited in sample size due to lower interactions and responses to the postings on LinkedIn. Overall, this research has indicated a dramatic effect on buyer behavior as there is a clear divide in those who have disposable income and those who don’t, with consumers expecting more from businesses both in their offerings and digital buyer journey.

Included in

Marketing Commons