IMPACT OF COVID-19 ON CONSUMERS’ ESSENTIAL BUYING BEHAVIOR – AN INDIAN PERSPECTIVE

Purpose/objective: This study attempted to examine the consumer buying behavior of essential items like grocery, pharma, and hygiene during the nationwide lockdown imposed by government of India. The national lockdown is to maintain social distancing, therefore, reducing the chances of virus spread. Such circumstances are creating a lot of paranoia and fear among the Indian households about managing the supply of essential items to survive during the COVID-19 pandemic. Design/methodology: in order to achieve the objectives of this study, an online survey was conducted on the households residing in national capital region of India. For this purpose, a self-structured questionnaire was designed which was further distributed among target respondents by using convenient sampling technique. Out of total 250 responses received, 226 were found fit for the analysis. Exploratory factor analysis, confirmatory factor analysis, t-test, and one-way ANOVA have been used to analyze the data. Results/findings: The nationwide lockdown changes the purchasing behavior of the customer regarding essential items and their related aspects like price, packaging, labeling, smoothness of product or services and timely delivery etc. Practical implications: This study is very important for the marketers as well as researchers to know the changes in purchasing behavior of the customers specifically related to the factors of Essential Supplies, Price, Packaging & Labeling; Stock and Supply Shortage; Smooth Delivery; Digital Support and Product Freshness and Authenticity of the product and services at the time of nationwide lockdown situation. It is very important for the marketers to know the returning of the customers towards their previous pattern that can be the future research direction for the researchers as well as marketers also. Originality: This paper is attempted to examine household buying behavior of essential items to survive in situation of nationwide lockdown.