Overview

Original Research

A STUDY OF CHANGING CONSUMER BUYING BEHAVIOR DURING THE COVID-19 CRISIS: IMPLICATIONS FOR RETAILERS SPECIAL REFERENCE TO KERALA

Dr. V. DHEENADHAYALAN 1, and SANDEEP. A 2.

Vol 18, No 11 ( 2023 )   |  DOI: 10.5281/zenodo.10299974   |   Author Affiliation: Associate Professor, (On deputation from Annamalai University), PG Department of Commerce, Srisubramaniaya Swami Govt Arts College, Tiruttani 631209, Tamil Nadu 1; Research Scholar, Department of Commerce, Annamalai University, Annamalai Nagar 2.   |   Licensing: CC 4.0   |   Pg no: 1549-1561   |   Published on: 30-11-2023

Abstract

The scope of this study encompasses a comprehensive examination of the changing landscape of consumer buying behavior during the COVID-19 crisis, with a particular focus on the unique context of Kerala, a southern state in India. This research aims to investigate the direct and indirect effects of COVID-19 crisis-induced factors, such as health concerns, lockdown measures, and economic uncertainties, on consumer purchasing decisions. Additionally, it seeks to explore the moderating role of demographic and socio-economic characteristics in shaping these behavioral changes. Furthermore, the study delves into the mediating impact of psychological factors, including fear and trust in online shopping, on the relationship between COVID-19 crisis factors and consumer choices. By studying these dynamics, this research aspires to provide valuable insights and practical implications for retailers in Kerala, enabling them to adapt and thrive in the evolving consumer landscape both during and beyond the pandemic.

Keywords

COVID-19, Consumer, Retailer, Psychological Factors.