Similarity Report ID: oid:15918:59018378

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BRM Research paper (4).docx Kashish Saxena

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May 10, 2024 12:48 PM GMT+5:30 May 10, 2024 12:48 PM GMT+5:30

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Summary
Name: Kashish Saxena
Section: B
Roll No.: PG23133

Topic: Impact of COVID-19 on consumer behavior: A Comparative Analysis Pre and

Post Pandemic.

Introduction
A new coronavirus surfaced in the latter part of 2019 and quickly expanded from a small-scale
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outbreak to a major worldwide emergency. The COVID-19 pandemic had a profound impact
that extended well beyond the field of public health, transforming social and economic
environments worldwide. The global economy's lifeblood, consumer behavior, experienced a
profound transformation as people dealt with the pandemic's many facets. Lockdowns became
the norm, social distancing policies changed how people interacted with one another on a daily
basis, and economic uncertainty loomed large. Customers were compelled to change their
buying patterns in this unheard-of setting, give priority to necessities over wants, and adopt
emerging innovations in a way never seen before. (Falke & Hruschka, 2022).

In the early phases of the pandemic, there was an increase in panic buying as people stocked
up on necessities like groceries and hygiene products due to a greater sense of risk. (Aljanabi,
2021; Stuart et al., 2021). As practicality and an emphasis on pressing needs took precedence,
non-essential items—once prized symbols of individual expression or leisure activities—saw
a decline in demand. A long-term shift in consumer values may be indicated by this shift in
priorities, with a greater focus now being placed on sustainability, responsible consumption,
and health.
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In addition to the immediate alterations in consumer behavior, COVID-19 was a major factor
in the rapid uptake of e-commerce platforms. Due to social distancing and lockdown policies
that kept customers indoors, they were compelled to shop online for a greater selection of
goods. Online purchases at grocery stores and home goods suppliers also increased, suggesting
a possible long-term shift towards a more electronic purchasing environment. This shift was
not just observed by traditional online retailers. The rise of e-commerce platforms was
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accompanied by the growing popularity of contactless payment methods, as consumers sought
to minimize physical contact and prioritize safety.
Keywords: Consumer Behviour, purchasing power, Digital Marketing, Online Purchases.

Consumer Landscape Before the Pandemic:

Brick and mortar stores, which provided a physical shopping experience along with the
convenience of product browsing and instant gratification, dominated the retail sector prior to
the pandemic. Online shopping was becoming more and more popular, especially for certain
categories like clothing and electronics. Consumer decision-making was significantly
influenced by brand loyalty, with well-known brands having a large say. Spending patterns
showed a balance between non-essential purchases motivated by trends and brand preferences
and necessities like groceries. Trends in health and wellness were rising, and people were
looking for more and more products that encouraged wellbeing.

The socioeconomic status and affordability of the customers :

Incomes and habits of spending for both people and their families are being greatly affected by
COVID-19. But depending on their profession, employment situation, and sociodemographic
background, these financial difficulties differed (Witteveen, 2020). The detrimental effects are
thought to be most pronounced for jobs with lower skill, income, and education levels; fewer
opportunities for working remotely (Adams-Prassl et al., 2020); and more in-person
interpersonal interactions required (Avdiu & Nayyar, 2020; Montenovo et al., 2020). We had
seen that specific individuals aren't paid similarly as they would at their living positions, and
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certain individuals have lost their positions during lockdowns, which has adversely affected
their capacity to pay for their living expenses. Various examinations have tracked down that
individual investment funds, family pay, and the family's capacity to keep up with pre-
Coronavirus spending was affected by their occupation (Kansiime et al., 2021; Pakravan-
Charvadeh et al., 2021; Piyapromdee and Spittal, 2020). Besides, it becomes visible that the
quantity of procuring individuals of a family decides its ability to sustain household expenses,
which further indicates the family's earning potential (Addabbo, 2000).

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Shift in consumer behaviour during the pandemic :

The pandemic of COVID-19 caused a significant change in consumer behavior. A significant

shift toward online shopping platforms was compelled by lockdowns and social distancing
measures. Originally concentrating on hoarding necessities such as groceries and personal
hygiene products, consumers eventually adjusted to a more digitalized shopping process. In
addition to helping well-known online retailers, this spike in e-commerce activity created
opportunities for smaller companies that had a strong online presence. Consumers have become
more more conscious of health and safety measures, prioritizing products and services that
offer enhanced cleanliness and contactless experiences. This prompted an ascent popular for
touchless installment choices and expanded center around disinfection conventions.

Consumer Trends After the Pandemic:

Once the initial shock passed, new consumer behaviors surfaced. As affordability and
practicality became more important due to economic uncertainties, value consciousness
increased. Customers are now more open to experimenting with new brands, especially those
that have a strong online presence and adhere to ethical standards like sustainability. During
the pandemic, individuals' consciousness of wellbeing and neatness expanded, which prompted
an ascent popular for insusceptibility supporting products, at-home gym equipment, and
nutritious food choices. Moreover, because of worries about cleanliness, contactless
installment techniques like advanced wallets and close field correspondence (NFC) have
become progressively famous.

Research Methodology

This study utilizes an optional information examination way to deal with research what
Coronavirus has meant for shopper conduct. Investigation of optional information —
assembled from distributed research studies, reports, and academic writing — gives
experiences into what the Coronavirus pandemic has meant for buyer conduct.

Data collection

1) Literature Review:

- A systematic review of existing literature was conducted using online databases such
as Google Scholar, PubMed, and research journals' websites.
- The search terms included "COVID-19," "consumer behavior," "purchasing behavior,"
"online shopping," and "e-commerce."
- Relevant studies, reports, and articles published between 2019 and 2022 were selected
for inclusion in the review.
 2) Selection Criteria:

 Studies and articles that give bits of knowledge into the effect of Coronavirus
19 on buyer conduct were incorporated.
 Only peer- reviewed research articles and reports from reputable sources were
considered for inclusion.

Literature Review

The Coronavirus pandemic has caused critical disturbances in individuals' lives, prompting
changes in different parts of human life Purchasers' shopping ways of behaving have been quite
impacted by the pandemic, provoking them to adjust by using web based business stages to
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adapt to the difficult conditions achieved by Coronavirus (Verma, M., and Naveen, B. R.
(2021). Coronavirus influence on purchasing conduct. Vikalpa, 46(1), 27-40.)

Changes in buyer conduct achieved by the pandemic incorporate a greater awareness of the
need to support locally grown food, cut waste, and look for sustainable consumption options.
Spending patterns among consumers have changed, with a greater emphasis now being placed
on buying necessities rather than luxuries, which reflects shifting priorities and budgetary
3
concerns. ( Tien, N. H., Ngoc, N. M., and Anh, D. B. H. (2021). Change of purchaser conduct
in the post Coronavirus period. Change, 2(1), 53). Shopper choices to modify their shopping
propensities following the pandemic are influenced by their marital status, which has an impact
on their channel-switching behavior. After COVID-19, consumers' decisions to switch
shopping channels are heavily influenced by a number of factors, counting value, quality,
8
accommodation, and generally speaking fulfillment with both new and existing channels.(Tran,
A. T. N., Nguyen, U. H. D., Ngo, V. M., & Nguyen, H. H. (2023). Explaining consumers’
channel-switching behavior in the post-COVID-19 pandemic era. Cogent Business &
Management, 10(1), 2198068.)
17
The COVID-19 pandemic in 2020 led to significant changes in consumer behavior and business
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strategies in India Consumers had to adapt to new ways of life and embrace digital technologies
for work, study, and consumption. Safety protocols like using masks and sanitizers became
common in public places. The pandemic caused disruptions in consumer behavior, challenging
9
companies to adjust their strategies to meet evolving consumer needs. Jain, R. (2022). Effect
 of the pandemic on purchaser conduct and business procedure in India. Indian Diary of
Showcasing, 52(2), 23-33. Jain, R. (2022). Effect of the pandemic on buyer conduct and
business technique in India. Indian Diary of Showcasing, 52(2), [Link] research paper
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investigates the effect of COVID‐19 on customers' changing lifestyle and purchasing conduct
in light of their socio‐economic foundations. The review means to comprehend what COVID‐
19 has meant for purchasers' moderateness, way of life, wellbeing mindfulness, and hence their
3
purchasing conduct (Das, D., Sarkar, A., and Debroy, A. (2022). Effect of COVID‐19 on
changing purchaser conduct: Illustrations from an arising economy. Worldwide diary of
shopper studies, 46(3), 692-715.) The Coronavirus pandemic significantly affects worldwide
wellbeing and society, prompting huge interruptions in various aspects of life. The pandemic
has been declared a human crisis, affecting over 210 countries and regions worldwide, with
1
high mortality rates and widespread suggestions (Tyagi, P., and Pabalkar, V. (2021). Effect of
Coronavirus over buying conduct of the shoppers. European Diary of Sub-atomic and Clinical
Medication, 561-571). Governments’ worldwide implemented lockdowns, leading to the
closure of businesses and restrictions on operations, causing instability in the business
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community. Medical agencies, including the World Health Organization (WHO), have
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emphasized preventive measures such as social distancing, mask-wearing, and sanitization to
curb the spread of the virus Even after reopening, businesses were required to operate with
reduced capacity and maintain social distancing measures, impacting consumer behavior and
1
purchasing strategies (Tyagi, P., & Pabalkar, V. (2021). Impact of COVID-19 over purchasing
behaviour of the consumers. European Journal of Molecular and Clinical Medicine, 561-571).
Post-pandemic, there is a noticeable increase in the use of digital tools, which presents
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challenges for marketing strategies in the digital environment (Rahmanov, F., Mursalov, M.,
and Rosokhata, A. (2021). Buyer conduct in advanced period: effect of Coronavirus. Promoting
I menedžment innovacij, (2), 243-251).

Summary of Literature Review

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Global consumer behaviour has changed significantly as a result of the COVID-19 pandemic.
Customers are using e-commerce sites more and more to help them deal with the difficulties
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the pandemic has brought about. There has been a discernible shift in favor of locally farmed
food, waste reduction, and giving sustainable consumption options priority. Furthermore, as a
result of shifting priorities and financial concerns, consumers are now more interested in
buying necessities than luxuries. Post-pandemic shopping habits are influenced by variables
like price, quality, convenience, and general satisfaction with channels of commerce. In India,
the pandemic significantly affects business procedure and purchaser conduct. While
consumers have embraced digital technologies, businesses have had to modify their approaches
to cater to changing customer demands. In general, the pandemic has expedited the uptake of
digital tools, posing obstacles for digital marketing strategies.

References
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- Verma, M., & Naveen, B. R. (2021). COVID-19 impact on buying behaviour. Vikalpa,
46(1), 27-40. [Link]
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- Kim, Y., Kim, J., & Bhaskaracharya, A. (2022). The Impact of COVID-19 Pandemic
on Consumer Sustainable Consumption Behavior. Sustainability, 14(3), 1222.
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[Link]
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- Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die? (2022,
June 21). ResearchGate.
[Link]
2
_COVID-19_pandemic
- Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of
the covid-19 pandemic on online consumer purchasing behavior. Journal of
Theoretical and Applied Electronic Commerce Research, 16(6), 2263-2281.
[Link]
4
- Das, D., Sarkar, A., & Debroy, A. (2022). Impact of COVID‐19 on changing consumer
behaviour: Lessons from an emerging economy. International journal of consumer
studies, 46(3), 692-715. [Link]
6
- Rahman, M. T., & Salam, M. A. (2023). The Impact of Covid-19 (Coronavirus) on
Consumers’ Behavior towards E-commerce. Can. J. Bus. Inf. Stud, 5(4), 81-91.
1
- Tyagi, P., & Pabalkar, V. (2021). Impact of COVID-19 over purchasing behaviour of
the consumers. European Journal of Molecular and Clinical Medicine, 561-571.
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[Link]
ncov/resource/pt/covidwho-1107219
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- Rahmanov, F., Mursalov, M., & Rosokhata, A. (2021). Consumer behavior in digital
era: impact of COVID 19. Marketing i menedžment innovacij, (2), 243-251.
[Link]
- Eger, L., Komárková, L., Egerová, D., & Mičík, M. (2021). The effect of COVID-19
on consumer shopping behaviour: Generational cohort perspective. Journal of
Retailing and consumer services, 61, 102542.
[Link]
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