Change in buying behaviour of Indian consumers post-COVID-19 crisis

Abstract

The year 2020 brought situations that no one really ever expected. After the World Health Organization declared COVID-19 a global pandemic that has shattered the world economically and socially, in the month of March 2020, India experienced the first wave of the coronavirus, and this crisis imposed lockdown in the country. Subsequently, a new concept emerged which is known as ‘new normal’, and consumers are adapting to it well by altering their approach towards living life. The impact of this pandemic has severely affected consumers’ health and personal finance too. The COVID-19 crisis has led to a decline in spending of consumers, as now their spending is restricted to only essentials items rather than comfort and luxury. The spread of the coronavirus can be stopped by adopting an appropriate protocol, such as a regular practice of handwashing and sanitisation, wearing a mask and maintaining social distancing. Consumers need to adopt safety precautions while shopping. Maintaining good hygiene is the most powerful weapon to defeat the deadliest viruses faced by human beings. The COVID-19 crisis forced consumers to change their patterns of life and adopt restrictive living conditions. Consumers are very much concerned about their spending and buying patterns. Saving is the utmost priority for consumers in a post-COVID world. The vast use of digitalisation among consumers has been observed post-pandemic. The purpose of the present study is to find out the important factors that changed consumer buying behaviour in a post-COVID world. After examining the extensive available literature, the authors find six factors which changed consumer buying behaviour following the COVID crisis. The findings can be useful by companies, retail outlets and even decision-makers to increase sales post-pandemic.