COVID-19 AND THE LEVEL OF CONSUMERS REVENGE BUYING – AN EXPLORATIVE PERSPECTIVE OF THE ALBAHA REGION

Revenge buying has become a trendy word in marketing during the Covid 19 lockdowns around the globe. From February to June, consumers and companies alike are into lockdown due to the various government measures to fight the COVID 19. Various media outlets and social media platforms discuss companies' triumph in sales, which may see an upswing in customers' buying behavior due to continuous lockdown. The term of this upswing in the buying spree of customers has been defined as revenge buying. In the '70s, the Chinese opened its economy for foreign products, which saw a flush of massive purchases and craze for western goods. The everlasting lockdowns have a severe (similar effect as of china) impact on the countries' economies worldwide. Due to the continuous curfews, it was expected that the revenge buying spree would at least bring back the companies on its tracks of flourishing business and help the economies of their respective countries be back on track. Now at least a week after lockdowns being removed or eased all around the globe. The study's tenacity is to review the AlBaha region's situation; we have researched whether consumers are going back on a crazy buying spree. A total of 149 thoroughly answered questionnaires are included in the study. The study results portray there was revenge buying/purchase involved post-COVID-19 lockdown, but most purchasing was related to necessities.