Impact of COVID-19 Pandemic on Impulsive Buying Behaviour for Domestic Brands

Abstract

Consumers' lifestyles and shopping patterns are disrupted by pandemics like COVID-19, which has a negative influence on the global economy. Consumer purchases of a country's own brand and products created in that country contribute significantly to that country's GDP and aid in the recovery of that country's economy. During the first phase of the corona virus lockdown citizens in India faced unique scenarios, resulting in an unexpected shift in consumer preferences. The goal of this research is to identify what factors influence a consumer's buying behaviour while making a brand purchase decision, and to apply linear regression model to figure out what those factors are. Consumers have started preferring the value of cleanliness in products, environmentally friendly products, regional (local) products, and satisfaction beyond shopping during the pandemic. According to the findings of this study, these aspects determine their desire to buy Indian brands and items made-in-India. Furthermore, following the lockdown and the COVID era, customers believe that purchasing Indian-made products and encouraging others to do so will positively benefit and revitalise the Indian economy. The findings of this study can help marketing managers to develop proper promotion techniques to encourage ethnocentric tendencies, and cues can be offered to elicit a sense of economic nationalism in customers when they buy products or services. Keywords: global economy, ethnocentric tendencies, impulsive buying behaviour, purchase decision