Consumer Practices at the Junction of the Digital Era and COVID 19 in Ali Mendjeli New Town, Constantine, Algeria

Nowadays, beyond the spatial practices operated by inhabitants of Ali Mendjeli new town (Constantine) to build a new urbanity in a new framework, we note that the mode of consumption, consequence of globalization, also participates in this quest for identity formation. The health crisis of the COVID-19 pandemic that the whole world experienced in the last two years has changed the parameters of consumption practices among individuals. However, in this difficult situation, the inhabitants and commercial operators of the new town have shown their ability to adapt their consumption patterns and services. This study will attempt to identify the changes in consumption practices caused by COVID-19 and to determine adaptation capacities by mobilizing ICT-based means. The data show that most respondents are a young population predisposed to digital technology. Therefore, inhabitants have come to terms with home delivery and online shopping, which have grown significantly and have proven to be a viable purchasing option during this crisis. In this study, we projected the consumption practices and behaviours of inhabitants of Ali Mendjeli new town during the crisis of COVID-19 on Maslow’s theory of hierarchy of needs. The results constitute evidence that this theory has been proven in reality. The management of the pandemic COVID-19 has found a facilitating context in Ali Mendjeli new town that has allowed it to adapt with the effects of this crisis.