I have a Phd level research proposal to write. Initially, i wrote on the title “The Impact of the COVID-19 pandemic on African Consumer Behaviour” and i wrote the following "Literature Review of key academic theories relevant to your area of study.  Consideration needs to be given to establishing the academic foundation for your research and the current academic thinking in the chosen area."

The COVID-19 pandemic has precipitated a global crisis, which has led to significant changes in consumer behavior patterns. During the COVID-19 pandemic, increased reliance on online shopping and digital technology has been observed as one of the most significant changes. As a result of social distancing measures and restrictions on physical mobility, Lins and Aquino (2020) discovered that consumers are more likely to prioritize necessities and shift from traditional retail channels to online shopping. In addition, consumers are more likely to purchase necessities online than through conventional retail channels. This finding is consistent with the tenets of Ajzen's (1991) Theory of Planned Behavior, which states that an individual's behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control. As a result of the COVID-19 pandemic, African consumers' attitudes toward online shopping have evolved. They currently believe that online shopping is safer and more convenient than conventional shopping methods.

It is impossible to exaggerate the economic impact the pandemic had on consumer behavior. According to Ofori et al. (2020), a substantial number of African households have experienced a decline in income and/or a loss of employment, leading to a reorganization of consumer priorities and spending patterns. Engel's Law states that the proportion of a person's income spent on necessities such as food, shelter, and clothing rises as their income decreases (Engel, 1857). This theory can help explain the observed shift in African consumer spending toward daily necessities during the pandemic. In addition, the economic unpredictability caused by the pandemic has resulted in a heightened emphasis on value-for-money and price sensitivity, forcing businesses to adjust their pricing and promotional strategies (Ndichu, 2020).

Throughout the COVID-19 pandemic, technology has played a significant role in influencing consumer behavior. The proliferation of digital technology has facilitated e-commerce, contactless payments, online communication, and remote work, all of which have had significant effects on consumer behavior (Sheth, 2020). During the pandemic, Rogers's (2003) theory of the diffusion of innovations can be used to comprehend the rapid adoption of digital technology by African consumers. Various factors, including relative advantage, compatibility, complexity, trialability, and observability, influence the adoption of innovations, according to this theory. The theory specifically proposes that these factors play a role. During the pandemic, consumers have had the opportunity to experience the relative advantages of digital technology, such as its convenience, safety, and access to a greater variety of products and services.

In addition to the pandemic itself, sociocultural factors have had an impact on consumer behavior in Africa during and after the pandemic. According to Tajfel's (1974) Social Identity Theory, an individual's sense of self-identity is derived from the social group to which they belong, which in turn influences their behavioral decisions. As a result of the pandemic, the prevalent collectivism and sense of community in many African societies has increased social support and solidarity. This has led to a greater emphasis on locally produced goods, community-based initiatives, and environmentally responsible business practices (Gyasi et al., 2020).

In contrast to the previously mentioned schools of thought, the Consumer Culture Theory (Arnould and Thompson, 2005) places greater emphasis on the role cultural meaning systems play in the formation of consumer behavior. During the pandemic, global narratives such as the need to prioritize health and well-being, support local businesses, and embrace virtual experiences have influenced African consumers. This demonstrates the importance of cultural context and the malleability of consumer behavior during times of crisis.

As a result of the observed changes in consumer behavior in Africa after the COVID-19 pandemic, businesses will need to modify their strategies in order to continue meeting the ever-changing needs of customers. According to Ofori et al. (2020), companies that want to be successful in the post-pandemic African market should prioritize affordability, convenience, and health and safety. In addition, Ndichu (2020) emphasizes the importance of adopting digital technology and engaging in e-commerce in order to efficiently meet the needs of African customers.





Now, i have been instructed to streamline my topic and the entire proposal to “The Impact of the COVID-19 pandemic on African Consumer Behaviour. A Case Study of Lagos, Nigeria”

Rewrite and streamline the above in the light of this change in topic. Ensure the word count and in-text citation references remains the same.