Consumer responses towards essential purchases during COVID-19 pan-India lockdown

Abstract

Humanity experienced one of the worst crises in recent history due to the COVID-19 pandemic. The spread of the disease and the lockdown announced by the government of India created an emergency, disrupting the supply of essential commodities and creating panic and anxiety among the people. This paper aims at capturing the behavior of consumers purchasing essential commodities before and during the lockdown using an online questionnaire. Responses from 730 households covering 20 states in India were used. The data analysis revealed that consumers made a lesser number of trips during lockdown but purchased excess commodities considering the future uncertainties. The local family grocery stores, called kirana shops served well during the pandemic. During the lockdown, consumers made shorter trips by vehicles and walked extensively. Income was found to influence purchase behavior. The disruptions at the organized retail stores for in-store as well as online purchases were identified using factor analysis. Out of the three factors identified each for in-store and online purchases, perceived risk and vendor distrust had major influence respectively. The findings of this study give pointers to many infrastructure and policy initiatives that target tackling such emergencies in the future.