This research analyzes consumer behavior and their demand and preferences in the context of the Covid-19
pandemic in Can Tho city, Vietnam. Based on research results, this study also proposes solutions in order to
meet consumer demands and ensure safety in the new normal situation after the Covid-19 pandemic in
Vietnam. Respondents of the study were 160 people who directly participate in buying behavior at traditional
markets, supermarkets, convenience stores, and sales locations in Can Tho city during the Covid-19
pandemic. Descriptive statistics, the Lıkert scale, and exploratory factor analysis were employed to analyze
the data. Specifically, the descriptive statistical method was employed to assess the needs of market-shoppers
when going to traditional markets, supermarkets, convenience stores, and online markets; the Likert scale was
used to assess the level of application of disease prevention measures at these markets. The results of
exploratory factor analysis have found 4 groups of factors that have a positive impact on the needs of marketshoppers including promotional prices, shopping quality, product quality, and safety - convenience. This is
the basis for making recommendations to meet the needs of shoppers in the context of Covid-19 and the new
normal situation after the pandemic. Notably, due to the pandemic's impact, market-shoppers have to choose
supermarkets, food stores, and price-stabilizing points of sale from the government instead of traditional
markets, however, people then may change back to the traditional market as their conventional and popular
shopping channel due to the responses of the independent factors or vice versa.