Consumer Behavior Vis-À-Vis Online Shopping During COVID-19: An Empirical Investigation through Digital Mode in India

Abstract

            The present research sought to comprehend consumer behaviour throughout the covid-19 timeframe. The pandemic of covid-19 has impacted every area of the Indian economy and consumer behaviour. This pandemic has changed consumer purchasing behavior away from conventional, i.e., offline, venues, and online platforms. This shift boosted the sale of e-commerce companies but the initial days of nationwide lockdown when the cases were increasing in India day by day had to keep their services of delivering goods at home on hold. The lockdown period stopped the economic activities and created a negative impact on consumer behaviour. Consumers across the country were forced to spend only essential commodities, increasing the value of money among consumers. Consumers were noticed more conscious of buying commodities in the market due to the financial crisis. Through this study, we have tried to measure the effect of covid-19 on consumer behaviour and their buying pattern and policy measure taken by Govt of India at the central and state levels to alleviate this pandemic situation.