The impact of social distancing measures on the drivers of the consumers

Abstract: Background:  Since the beginning of the year 2020 the world is facing the Covid-19 pandemic. To fight against the spread of the virus, the states have put in place more or less strict measures of social distancing. By limiting all physical interactions, the students and their need of social interactions were greatly impacted.    Purpose: The purpose of this study is to provide useful information to companies for their service marketing by highlighting the impact of the pandemic on consumers. To do so, we will determine how social distancing has affected the drivers of specific consumers, French and Swedish students. Through this study, we will highlight the possible effect of social distancing on the social need and the self of these students. Also, by observing students from different countries, the importance of the cultural context in this impact is integrated. Method: To conduct this research, a quantitative approach was taken. A questionnaire was distributed to French and Swedish students to understand the impact of social distancing on them and their interactions. Conclusion: The results show that social distancing affected the students’ social needs trough the decline in the frequency of their social activities. Also, a correlation was established between the impact of social distancing on the relationships and the self of the observed population. Finally, it was found that there was no major difference in the impact on French and Swedish students despite the different restrictions.