Impact of change in consumer behaviour and need prioritisation on retail industry in Rajasthan during COVID-19 pandemic

Abstract

It is important for company to measure the consumer behaviour for the growth and increase market share. The COVID-19 crises have severe impacts on the purchase behaviour and consumption patterns of people, and their well-being, therefore the sociology of consumption has devoted attentions in the period of Crises. For this purpose, the data of 1700 customers on various dimensions were gathered using close ended-Likert scale questionnaire and analysed with Structured equation model through AMOS software. The outcome of the research is the Framework that include the predictors (i.e. Awareness of COVID-19, Attitude towards Pandemic and Product Type) and out comes (i.e. Consumer Behaviour, Change in Priority and Change in Method) due to threats that exhibited psychological process underlying reactance to their freedom. Results indicated the significant effects of Awareness of COVID-19, Attitude towards Pandemic, and type of product in shopping on changes in consumer behaviour and priorities in present crisis.