CONSUMER BEHAVIOUR CONTRASTS AMONG RURAL YOUTH OF PUNJAB AND HARYANA

Due to a horrific pandemic, the whole human population was forced to remain inside. While a few of businesses were permanently shut down, the bulk of others are still struggling to make it through these tough times. Many workers are getting ready for pay cuts or job losses. End of December 2019 saw the first detection of the lower respiratory infection COVID-19 (SARS-CoV-2) in China (Wuhan). Since then, the number of COVID-19 infections has been steadily growing globally. The World Health Organisation (WHO) classified COVID-19 as a global virus. To stop the spread of the virus, some national governments put in place long-term, full or partial lockdown restrictions. These strict controls stopped the virus from spreading, but they also had a big effect on the economy and international trade. However, little focus has been placed on the study of the psychological factors that preceded differences in consumer behavior throughout the COVID-19 outbreak, which include attitudes, feelings, and behaviorsi. On the other hand, it is crucial to comprehend the psychological aspects that influence consumer behavior and product choice for two reasons. In the first place, it can aid in our understanding of the fundamental reasons for shifts in consumer behavior resulting from the peculiar COVID19 context. Second, this knowledge may contribute to the creation of novel marketing strategies that take into account the needs and emotions of actual customers. Businesses could be able to increase sales at COVID-19 by using this data. Consumer behavior has changed significantly as a result of the ensuing lockdown; most people are now sitting at home, and companies are working to change how they interact with customers