Assessment of Changing Consumer Behaviour in the Wake of COVID-19

This study is focused on Covid-19 pandemic which has brought a shift in the consumer buying behaviour. As the cases of virus infection are increasing, the fear of losing one’s life has gripped the consumer mind. There has been a drastic change observed in consumer buying behaviour and payment mode during the current crisis. Consumers are now buying more essential stuff related to grocery items, personal and home care stuff. In initial stage of pandemic in India people had started stock buying as they were afraid of the consequences of unknown crisis. Likewise, the consumers were grappling with the flooding information of Covid crisis 24/7 on social media. Subsequently, the false news, incomplete and misleading information floating on social media account has been a major pinning point. Therefore, the consumer gradually inclined towards the online platform for buying the basic stuff such as personal care items, home care items and clothing etc. Moreover, it has been found that the consumer choice of payment mode switched to digital payment. And there has been an increase in level of satisfaction among consumer about the online payment mode as per the call of crisis they have switched toward online buying and the consumer felt more ease and safe about shopping at home. Certainly, the social media have created a moderate influence on consumer attitude of purchase as well as the crisis has forced the choice of purchase in the emerging new normalcy.