© Marcin Pełka, Antonio Irpino. Artykuł udostępniony na licencji CC BY-SA 4.0
The COVID-19 pandemic has significantly affected several aspects of human activity, including the functioning of different markes, therefore it is important to research its impact. The aim of the study discussed in this paper is to determine which of the three approaches within the method of multidimensional scaling (i.e. multidimensional scaling of classical, symbolic interval-valued or symbolic histogram data) is most adequate for capturing the shifts in retailer customers' preferences that took place during the pandemic. The research concerned the health and beauty market. It was based on the data on orders for beauty products from a Polish producer of cosmetics of a global reach placed by 18 small, mainly family-managed, health and beauty retailers from Lower Silesia. The shops were selected through convenient sampling. Such shops are not a part of large health and beauty retailer chains, therefore they are more vulnerable to all the fluctuations and shifts on the market. The results of this study indicate that in 2020 and 2021, important changes took place on the Lower Silesian health and beauty market as compared to 2019. These changes involved cosmetics for eyes and eybrows gaining popularity at the expense of cosmetics for lips and cheeks. Multidimensional scaling of symbolic histogram data turned out to be the most effective method (in the sense of the measure of fit and the Pearson correlation coefficient) of capturing and analysing changes happening on a market over a period of time.
multidimensional scaling, preferences of customers, symbolic data, pandemic, COVID-19, beauty industry
C87, C30, L19, N84
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