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Study: Fear, uncertainty, stress and social lock down dominated Romanians' general state
The Romanians were dominated by fear, uncertainty and social lock down at the beginning of pandemic but later on adapted their behavior to preserving their optimism at home and got involved in helping their elderly neighbors or donated for humanitarian campaigns, a thing that contributed to their inner well being.
According to results of a new study made by iSense Solutions, almost all people in the online community declare they have adopted their behavior to preserve their optimism at home: they tried to do indoor physical activities (sports, dancing), spiritual practices (meditation, yoga, prayers) or relaxation (reading, watching movies).
The study showed that Romanians were surprised by the involvement of brands in supporting the community and appreciate trade marks that supplied the necessary protection materials such as masks and sanitary products.
“Consumers mentioned Farmec and eMag among companies that stood out during this period: Farmec for the disinfectant gels launched , as it was the first company that opened a special line for hand sanitizing products and eMag, the only company which had protection masks in stock in the first part of the pandemic,” the iSense study concludes.
Romanian consumers also appreciated trade marks that carried out social responsibility corporate campaigns, backing the people who work in the first line. The people interviewed mentioned campaigns carried out by eMag, Mobexpert, Transylvania Bank, Bitdefender, Auchan & Leroy Merlin, Vodafone, OMV Petrom, Dove and Timisoreana.
According to iSense, trade marks which supported vulnerable people in that difficult period were also appreciated. Among brands mentioned by consumers were Kaufland and the partnership with Glovo which delivered free of charge supplies for elderly people and Profi, which announced price cuts for products available in stores throughout the country.
The study also showed that trade marks encouraged optimism and well being during the pandemic were Aqua Carpatica, with the slogan “All will be well” and Ursus campaign “Ursus style wishes”.
Other beer brands such as Heineken or Bergenbier were mentioned for their encouraging responsible behavior of physical distancing and support of the unity feeling during hard times.
The makers of the study remarked that when they are surprised, 33% of Romanians in the urban area pay more attention to what a brand tells them, 61% are more open to learning new things about that brand and 52% are more open to buying that brand.
The new iSense Solutions study was made in the iSense Modern Consumers online community over March-June 2020 with 50 people aged between 18 and 55, from the urban area. The study synthesized reactions to the strong impact of the pandemic on the lives of Romanians participating in the online community, both at professional and emotional and social levels.