Consumers in the Pandemic: Contented or Discontented
Navigating the Digital Landscape
ISBN: 978-1-83549-273-4, eISBN: 978-1-83549-272-7
Publication date: 23 May 2024
Abstract
This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.
Keywords
Citation
Arya, K. and Chauhan, R. (2024), "Consumers in the Pandemic: Contented or Discontented", Singh, N., Kansra, P. and Gupta, S.L. (Ed.) Navigating the Digital Landscape, Emerald Publishing Limited, Leeds, pp. 181-216. https://doi.org/10.1108/978-1-83549-272-720241011
Publisher
:Emerald Publishing Limited
Copyright © 2024 Kriti Arya and Richa Chauhan. Published under exclusive licence by Emerald Publishing Limited
Introduction
In March 2020, India faced the rapid global spread of COVID-19, which lead to a pandemic. Market access was more difficult in red and orange zones due to limitations, a shortage of transportation and lockdown confusion, compared to green zones, which had better access (Cariappa et al., 2021). Despite regional effects, the study highlighted COVID-19's impact on Indian consumers, emphasising the necessity for effective countermeasures. Consumer attitudes are influenced by sociocultural and economic elements, and personal perspectives on finance, control and goals determine issue management, with crisis severity playing a critical role (Hasan et al., 2021).
Job losses caused by the lockdown resulted in significant income reductions, influencing consumer food purchasing and consuming behaviours (Cariappa et al., 2021). Consistent consumer experience is critical; supply chain disruptions resulted in brand evaluation owing to a lack of options (Rashi et al., 2021). Consumer behaviour shifts have an impact on entertainment, travel, media, small enterprises, education and other industries (Harshal & Simran, 2020).
For businesses, traders, producers of domestic and imported goods and legislators to make consumer-focused decisions, these circumstances provided insightful information (Hasan et al., 2021). The global epidemic also presented many business organisations with a never-to-be-missed chance to expand their customer base and save operating expenses (Kaur et al., 2022).
Post-pandemic, responder age, demographics and work sector influence money, influencing purchasing patterns. Consumption fell as a result of restraint (Valaskova et al., 2021). Following are the factors through which we can see the changing attitude of consumers.
Effects of Lockdown on Consumers' Purchasing Decisions
Due to the changed mindset caused by rigorous lockdowns that instilled fear and isolation, the pandemic encouraged increased purchasing of necessary and hygiene products (Srivastava & Bhanot, 2022). There was a decrease in food intake among all food categories, with almost 25% of households reporting a reduction in their intake of fruits, pulses and cereals (Travasso et al., 2023). Although people with ration cards were less likely to reduce their consumption of all food items, they still did not stop consuming any food (Husain et al., 2022; Travasso et al., 2023). Due to scarcity, high pricing and COVID-19 worries, the lockdown affected non-vegetarians' meat intake, changing consumption habits (Mondéjar-Jiménez et al., 2022; Rahman et al., 2021). This in turn led to a sense of insecurity and fear in the consumers which further resulted in panic and impulsive buying during lockdown.
An analysis showed that receiving cash transfers during lockdown did not affect the diet diversity of the consumers (Travasso et al., 2023). Food scarcity, market constraints and higher costs created uncertainty and hampered food access. Lack of information exacerbated customer difficulties (Sukhwani et al., 2020). To avoid such eventualities, governments should maintain rural social protection efforts that transmit benefits to poor households while also providing dietary diversity and security (Travasso et al., 2023).
During the pandemic lockdown, displaced migrants faced ongoing difficulties and were unable to consume necessary goods (Allard et al., 2022). COVID-19 had a direct impact on rural employment and income, as well as food consumption. The varied effects increased reliance on subsidised essentials (Suresh et al., 2022). Food scarcity resulted in less eating out, more home cooking, more snacking, meal prepping, online buying and bulk purchasing (Menon et al., 2022). The restrictions on going out during lockdown also encouraged the flourishment of online food delivery apps (Pal et al., 2022).
While the lockdown was damaging, it had a good effect on the diets of diabetics. More fruits and vegetables consumed; less alcohol and animal protein consumed (Lashkarbolouk et al., 2022).
Lockdowns increased dependency on the internet for entertainment, resulting in negative consequences such as anxiety and sleep issues as a result of misuse (Kumar, Garg, et al., 2022). Social distancing and fear of infection led to banning the movie's release in theatres which resulted in a rise in the adoption of OTT (over-the-top) viewership (Pant & Sahay, 2022). During the lockdown period, an increased number of individuals became cognizant of phishing/hacking attacks with increased usage of the internet (Shrilatha et al., 2022). Humour through social media served as a coping technique during the shutdown (Lenggogeni et al., 2022).
The global outbreak of this epidemic and the subsequent imposition of lockdown measures have disrupted the field of education also (Jha et al., 2023). It was found that in comparison to traditional in-person teaching and learning, online education has a reduced environmental impact. The students faced behavioural and technological hindrances in adopting the online system of education (Kumar, Garg, et al., 2022).
In February and March, 26 travellers in India had bad attitudes towards locals due to suspicions and noncompliance with health rules (Bauer, 2022). The importance of considering lockdown confinement and the desire for travel made it essential to examine tourism demand during periods of restricted travel (Irimias & Zoltán Mitev, 2023).
Panic and Impulsive Buying Behaviour of the Consumers
Positive emotions drive impulsive purchasing behaviour, making it critical to regulate their impact, particularly in sales campaigns (Chauhan et al., 2021). However, because of the COVID-19 situation and people's fear, both fashion involvement and marketing efforts were found to have little bearing on impulsive purchasing (Anas et al., 2022; Chauhan et al., 2021). At that time, people were mainly concerned with meeting their basic needs. Panic buying was no longer influenced by societal risks (Shahnawaz et al., 2022). The pandemic caused public humiliation as a result of the purchasing irrationally of COVID-19 purchasers who resort to subpar survival strategies (Jawad et al., 2022). Lockdown and health concerns restricted crucial purchases, causing panic and impulsive purchasing (Anas et al., 2022; Patil et al., 2022). Shoppers believe that making purchases during a pandemic involves a social risk because reference group norms might also encourage or reassure customers about their purchases (Jawad et al., 2022). The shift in working conditions from proximity to distance in society caused this difference in their behaviour during and after the pandemic's outbreak from before the pandemic's outbreak (Helisz et al., 2021).
Concerns about community effect, competition owing to scarcity and diverse beliefs and social risk perceptions all contribute to negative views towards panic buying (Jawad et al., 2022). Atypical purchases prompted by COVID-19 isolation prep, with a desire to isolate such transactions. Following panic buying, markets reverted to normal, illustrating their temporary character (Laato et al., 2020).
Healthy and Hygiene Choices of the Consumers
Under the conditions of the pandemic, high-income group people were more concerned with their health. Thus, they spent on health and hygiene goods (Kaur et al., 2022; Satish et al., 2021). Sales of health and hygiene products surged following the outbreak. Social isolation lowered shop trips, causing people to be more health-conscious for their protection and safety (Al Amin et al., 2022).
The pandemic altered purchase behaviour by influencing factors such as household affluence and demographics. Because of the decrease in income, people made more cautious purchasing decisions (Kaur et al., 2022). A greater desire for nutritious food to strengthen immunity and safeguard against COVID-19 (Sehgal et al., 2021). The epidemic resulted in more time spent at home, more home-cooked meals and less dining out, negatively reducing the intake of nutritious foods such as fruits and vegetables (Jaeger et al., 2021).
Throughout the lockdown period, individuals tended to have a lower intake of fresh food, especially fruits, vegetables and meat (Janssen et al., 2021). Some people adopted healthier home eating habits throughout the epidemic, while others indulged in unhealthy snacks owing to remote work and isolation (Gordon-Wilson, 2022). Food choice was significantly influenced by repeated food exposure (Janssen et al., 2021). Consumer preferences for ecological agricultural goods are shaped by aspects such as safety, nutrition, freshness, price, and other considerations, which represent rational consumption patterns (Chen & Shang, 2022).
Food Consumption Pattern
Positive experiences, as supported by behaviour change theories, induce long-term behaviour change; unpleasant experiences have the reverse impact (Janssen et al., 2021; Kumar & Abdin, 2021). COVID-19 caused temporary dietary changes: less fresh food in Denmark and Germany, more shelf-life products and more snacks in Canadian households (Janssen et al., 2021).
Positive dietary improvements resulted from the epidemic when people responded to it. It was revealed that socio-demographic factors are linked to the probability of positive dietary changes (Jaeger et al., 2021). Changes in eating behaviours during the pandemic were caused by constraints, changing grocery shopping frequency, COVID-19 risk assessment, income loss and socio-demographic determinants (Janssen et al., 2021).
Since the emergence of the COVID-19 epidemic, attitudes towards sourcing meals have remained largely unchanged (Pan & Rizov, 2022) Modern consumer experiences were mostly related to safety and health issues (Sehgal et al., 2021) subject to financial affordability. However, throughout the COVID-19 epidemic, marketing and advertising efforts continued to be crucial (Sayyida et al., 2021). Social media platforms gained as an important medium for interacting with customers about their habits around food access (Pan & Rizov, 2022; Rout et al., 2022). Fear of the virus is a key factor in determining how customers would use technology during the pandemic (Al Amin et al., 2022). During pandemics, customers demand frictionless options, expanding the retail-wholesale food price difference due to supply concerns and retailer prices (Cariappa et al., 2021). The pandemic changed consumption habits, resulting in unified eating behaviour during lockdown, minimising previous variations (Janssen et al., 2021). The pandemic altered consumption patterns, influencing purchasing and self-control, particularly about alcohol and fatty snacks (Chaturvedi et al., 2021; Gordon-Wilson, 2022). The epidemic changed consumption patterns, lessening the impact of prior contextual variations and encouraging changes in other consumption behaviours as people adapted to the crisis (Gordon-Wilson, 2022). A relationship between changes in food consumption and changes in shopping frequency, income loss from the pandemic, perception of COVID-19 risks, closure of actual workplaces, coffee shops, and eateries, having children in the home, gender and decreased shopping frequency was discovered (Janssen et al., 2021). ‘Always-at-home’ workers reduced food waste, whereas intermittent remote work increased stress in food-related operations. Smart food delivery increased awareness, changed purchasing behaviours and reduced waste indirectly. People must be educated from an early age to reduce food waste in the long run (Amicarelli et al., 2022). Households boosted their food purchases throughout the pandemic, indicating stockpiling behaviour (Anas et al., 2022; Bandyopadhyaya & Bandyopadhyaya, 2021; Satish et al., 2021). Households are paying more per purchase during the pandemic because of greater volume, higher pricing, different store preferences, home delivery and an emphasis on quality and brands, indicating a shift towards necessary purchases (Bandyopadhyaya & Bandyopadhyaya, 2021).
FMCG Goods
Customers in India, like their global counterparts, were concerned about COVID-19 but remained optimistic. Despite social distance, more money was spent on necessities through blended-mode purchasing (offline and online), with increased sales of personal and home cleaning products (Chauhan & Shah, 2020; Kumar & Abdin, 2021). Hygiene products were added to the list of what we believe to be necessities because of the COVID-19 pandemic (Papagiannidis et al., 2023; Satish et al., 2021), while sectors like clothes moved to the discretionary category. As more people look for ways to boost their immune systems, there is a surge in demand for health supplements like Ayurvedic medicines and products in the post-COVID era (Chauhan & Shah, 2020). However, since the lockout was enforced, the rising growth of fast-moving consumer products has slowed noticeably, and companies are grappling with disruptions in the supply chain and manufacturing (fast-moving consumer goods (FMCGs)) (Anas et al., 2022; Chauhan et al., 2021).
E-Commerce
India's demographics and changing consumer behaviour as a result of COVID-19 create an ideal atmosphere for big e-commerce growth, which will help the country's economy (Nougarahiya et al., 2021).
E-commerce is growing in India as individuals adapt to digital payments, thanks to flexible payment alternatives, rising smartphone usage and expanding internet access (Nougarahiya et al., 2021; Satish et al., 2021). The digitalisation has brought a revolution in the field of e-commerce (Schulze, 2021). Discounts, improved shipping, warehouse management and the ease of obtaining varied products are driving e-commerce growth in India (Nougarahiya et al., 2021). The COVID-19 crisis has altered how consumers shop (Nougarahiya et al., 2021; Salem & Nor, 2020). Attitude, satisfaction, utility and self-efficacy all influence e-wallet usage intention. During the epidemic, e-wallets were frequently utilised as a health precaution (Daragmeh et al., 2021).
Customers, even seniors who were unfamiliar with mobile food shopping, welcomed the change from strict routines. COVID-19 lockdowns boosted the frequency of online grocery buying (Nougarahiya et al., 2021). The difficulties of remote employment are exacerbated by the high call volume in e-commerce. The shutdown boosted sales on platforms such as Grofers, Big-Basket and Amazon Prime (Harshal & Simran, 2020). Recent advancements in e-commerce encourage companies to concentrate their efforts on effectively satisfying existing or potential customer needs (Popa et al., 2022).
Retail Channels
Because of demand issues and the proximity of Kirana outlets, organised retail's increasing share during the lockout dropped. The lockdown resulted in increased one-kilometre excursions and widespread walking, increasing the attractiveness of online retail across socioeconomic categories (Patil et al., 2022).
Online and offline retail channels typically work better together than against one another (Moon et al., 2021; Roy & Datta, 2022). In the modern retail era, several buyers have migrated from conventional physical retail channels to useful and safe internet channels (Moon et al., 2021; Sayyida et al., 2021). Before the crisis, consumers would occasionally use offline or online shopping options, as per their needs (Moon et al., 2021); however, the expectation today is that consumers would actively use internet purchasing choices quickly (Sayyida et al., 2021; Thakur & Kiran, 2021). The unanticipated COVID-19 outbreak necessitated intact shopping, changing the retail economy. Traditional retail channels are declining as online sales are increasing, altering the competitive landscape (Moon et al., 2021; Sayyida et al., 2021). People who disregarded social norms tended to shop through offline channels. When COVID-19 conditions are extreme and individuals believe they are vulnerable offline retail declines (Moon et al., 2021). Additionally, when consumers are sufficiently informed about COVID-19, they actively take precautions for their safety (Moon et al., 2021; Sehgal et al., 2021), which encourages more online buying. Consumers who are discouraged by others tend to resort to internet buying, although offline channels offer tactile sensations and speciality merchandise. Offline shops must diversify their store usage to thrive. Government assistance may have an impact on the balance of online and offline shopping (Moon et al., 2021; Safara, 2020).
Product shortages in retail can have an emotional impact on customers and lead to hasty purchases motivated by rivalry for limited-edition items (Jawad et al., 2022). This may also happen as a result of their anxiety (Omar et al., 2021). The impact of honesty on internet shopping ethics is minor. When compared to perceived health risks, online retail ethics have less influence, causing customers to prioritise well-being when shopping online (Fihartini et al., 2021).
Entertainment
India's Prime Minister Narendra Modi declared the first shutdown in March 2020, affecting the entertainment industry. Box office income was halted due to theatre closures and film delays, impacting crew and daily pay workers. During the lockdown, OTT platforms grew in popularity. Following the reopening of theatres with safety measures, interest in cinema viewing increased (Harshal & Simran, 2020).
The lockdown increased social media activity but had little effect on buying interest or brand image for creative economy businesses. Word of mouth has a considerable impact on both, particularly when brand image serves as a means of communication (Aditi et al., 2023).
Travel and Tourism
Flight restrictions have harmed airlines, but Indian Railways has transported essentials, turned train coaches into quarantine facilities and resumed online reservations with health protocols, while government and private vehicles have been suspended, and taxi safety precautions are in the works (Harshal & Simran, 2020).
During the pandemic, heritage tourism improves well-being by minimising loneliness and anxiety and boosting happiness through inclusive cultural activities and heritage preservation (He et al., 2023). The pandemic affected religious tourism, requiring health officials at religious sites and pilgrim countries to make urgent judgements. Overcrowding and physical contact issues emerged, affecting disease propagation (Bauer, 2022).
Medical Tourism
The practice of seeking medical treatment outside of one's home country is known as medical tourism. Many people use medical tourism facilitators to help plan their trips (Cormany & Baloglu, 2011; Hira & Kaur, 2023). However, this sector has been greatly impacted by the COVID-19 outbreak (Hira & Kaur, 2023). Return intentions to health tourism destinations are influenced by brand equity and association, which are tempered by trust, dependability, qualities and experience (Rahman et al., 2022).
Cross-border travel restrictions and lower aircraft capacity owing to social distance hampered medical tourism, resulting in increased airfare prices (Sharma et al., 2021). According to Ministry of Tourism data, foreign medical visits to India fell by 73% in 2020 (182,000 from 697,000 in 2019) (Yadav, 2022).
However, it was found that medical tourists, who were typically not sensitive to changes in prices, were not expected to be discouraged by potential price hikes resulting from the COVID-19 pandemic (Abbaspour et al., 2021). According to the survey, the recovery of medical tourism after the pandemic will take 1–3 years. After the lockdowns were lifted, the Indian industry started addressing major cases (Sharma et al., 2021).
In medical tourism, perceived cost, destination image and service quality all influence satisfaction. Trust, value, food and culture are all important (Rungklin et al., 2023). The future of healthcare tourism is dependent on economics, good infrastructure, trust, wellness and service quality (Abdul-Rahman et al., 2023).
COVID-19 has caused a global increase in telehealth; Indian medical tourism may spread. Legalised telemedicine, National Digital Health Mission integration; Ayurveda holds promise for the rise of medical tourism in India (Sangwan, 2021). The crisis hastened the online shift, emphasising customer safety, health, cleanliness, the environment and financial awareness (Garcez et al., 2021). The efficient administration of Indian medical tourism is critical for the growth of the economy, healthcare and tourism. Recovery and promotion require multidimensional planning involving stakeholders (Dar & Kashyap, 2022).
The global health network, which includes military intelligence and medical intelligence, must monitor, share data and assist vulnerable populations against biological threats (Baker et al., 2023).
Newspaper Delivery
Shutdowns raised vendor and delivery concerns, resulting in fewer publications. Customers have migrated to digital news, which has had an impact on print media and advertising. Consumer behaviours were shaped by the popularity of online news apps such as The Times of India and The Hindu (Harshal & Simran, 2020).
Eateries and Restaurants
Initially, restaurants were closed, and home delivery was prohibited. Later, due to virus concerns, limited openings and cautious online food ordering were implemented (Harshal & Simran, 2020; Sehgal et al., 2021). Due to the nationwide lockdown, every restaurant, bar and club was closed, which had a significant impact on the dine-out industry. Customers' loyalty to closed restaurants was a sign that individuals were willing to buy ‘take-out’ to sustain the sector (Helisz et al., 2021).
Education
Lockdown necessitated technological advancements for distance work and learning. Online classes were not available at low-income institutions due to a lack of resources. Certifications were launched by e-learning platforms, with contributions from Google, Coursera, Unacademy, WHO and AICTE (Harshal & Simran, 2020). Earlier students faced problems in adopting the e-learning system (Kumar, Garg, et al., 2022), but eventually, they discovered that e-learning is effective and can replace the traditional way of learning (Surpam et al., 2022). Thus, e-learning provides approved courses to help with exam preparation. There is a clear movement in education consumer behaviour from offline to online (Harshal & Simran, 2020).
Pharmaceuticals
The pandemic increased demand for vitamins and immune boosters, and penicillin prices skyrocketed. Pharma purchases have altered, but the post-pandemic need remains (Harshal & Simran, 2020).
Agriculture and Food Supply
The most important problem faced by the government during the lockdown was making sure that customers in rural and urban areas could access vital foods like grains, fruits and vegetables. It was crucial that the supply chain runs smoothly and includes suitable safety precautions for all parties. Another issue was the significant labour shortage in rural areas. Consumer preferences for agricultural products remained constant, but farming practices underwent a significant shift as a result of many vendors being denied access to towns where they could sell their goods, which resulted in losses for farmers (Harshal & Simran, 2020).
Economic Nationalism
COVID-19 sparked economic nationalism: buying Indian brands and supporting the local economy after the lockdown (Verma & Naveen, 2021). Countries prioritise home production; India promotes indigenous commodities, influencing consumer behaviour (Kumar & Abdin, 2021; Verma & Naveen, 2021). Indian consumer preference for native goods over foreign items demonstrates economic nationalism and ethnocentrism that is unaffected by pre/post-pandemic fluctuations (Verma & Naveen, 2021).
Other Factors
Social factors influence activity feelings; post-pandemic purchases are linked to loved ones. Online purchasing is associated with a sense of ease (Al Amin et al., 2022).
Literature Review
Literature Review (TCCM Framework).
| Author | Theory | Context | Characteristics | Methodology |
|---|---|---|---|---|
| Abbaspour et al. (2021) | Post-COVID crisis, Tourism industry, Iran | Medical tourists, normally unaffected by price variations, are unlikely to be deterred by prospective cost increases due to the COVID-19 outbreak. | Exploratory (naturalistic enquiry approach) | |
| Abdul-Rahman et al. (2023) | Post-COVID crisis, Healthcare sector, Egypt | Medical tourism was affected by low costs, a solid medical infrastructure, trust, and well-being, but service quality had little influence. | Convenience sampling, Quantitative study, Analysis through R Studio and PLS-SEM | |
| Aditi et al. (2023) | Micro-economic products/creative economy products, Go-jek service users, Indonesia | Word-of-mouth had a much greater influence on brand perception than social media. | Descriptive and Inferential statistics, Analysis using SMART PLS (factor analysis and path analysis) | |
| Akter et al. (2021) | Theory of planned behaviour | Amidst lockdown and COVID-19,Online shopping, Bangladesh | Investigate how the pandemic epidemic has affected consumer behaviour in a developing country. | Quantitative study, Convenient sampling, and Analysis using PLS-SEM |
| Al Amin et al. (2022) | Technology Acceptance Model and Theory of Planned Behaviour | Amidst COVID-19, Mobile applications (Online grocery shopping Apps), in Bangladesh | Following the outbreak, sales of hygiene products increased, with an emphasis on personal cleanliness. | Quantitative study, Analysis using SMART-PLS 3 SEM |
| Allard et al. (2022) | Amidst lockdown, Labour migrants, India | During the lockdown caused by the pandemic, migrants who were displaced faced persistent challenges and were not able to access essential goods. | Quantitative study, Convenience sampling, Difference-in-means analysis, Stratified sampling, | |
| Amicarelli et al. (2022) | Post lockdown, Food waste management, Italy | Pandemic homebound people lowered food waste awareness and adopted efficient delivery procedures, which aided mindfulness. | Quantitative study, Explorative analysis, Cumulative logit model | |
| Anas et al. (2022) | Amidst COVID-19, Multiple products, India | Because of the COVID-19 outbreak and the general public's anxiety, impulse buying was found to be unaffected by fashion involvement and sales promotion. | Quantitative study, Convenience sampling, SPSS 22 (SEM, factor analysis) | |
| Andrenelli, A., Gonzalez, J. L., Sorescu, S. | Healthcare sector, COVID-19 | The research investigates the role of commerce in worldwide COVID-19 vaccine supply chains, focussing on purchase, distribution, and temperature-controlled shipping. | Review article | |
| Baker et al. (2023) | Lockdown, Military/Defence sector, USA | By monitoring biothreats, sharing data, and assisting communities, a global health network with military-medical intelligence can help prevent crises. | Qualitative | |
| Bandyopadhyaya et al. (2021) | Lockdown, FMCG sector, India | Increased post-pandemic household spending is linked to volume, inflation, delivery, brand attention and an emphasis on basics. | Quantitative (survey), Longitudinal study, Analysis using Apriori algorithm | |
| Bauer (2022) | COVID-19, Tourism Industry, India | To provide an overview of tourism research conducted in 2020, which explored various aspects related to the pandemic's impact on travel. | Literature review | |
| Cariappa et al. (2021) | Additive outlier (AO) model | Lockdown, Agriculture commodity sector, India | Consumers seek contactless solutions in the face of limits, resulting in retail-wholesale pricing disparities. | Quantitative study, Longitudinal quasi-experimental technique (Interrupted Time Series Analysis (ITSA)) |
| Chaturvedi et al. (2021) | COVID-19, Organic food industry, India | Consumers' consumption habits, such as changes in their shopping behaviours and decreased self-control, were significantly linked. | Descriptive statistics, non-parametric test, Analysis using SPSS 24 (KMO and Bartlett's test, Kruskal Wallis) | |
| Chauhan et al. (2021) | Stimulus Organism Response (S-O-R) Theory | COVID-19, Fashion Industry, India | Positive emotions encourage impulsive purchasing, and happiness has been linked to fashion engagement, pleasure shopping and promotions. | Quantitative, Analysis using PLS-SEM 3 software (importance-performance map analysis (IMPA)) |
| Chauhan and Shah (2020) | COVID-19, Media Consumption, India | In the face of COVID worries, resilient customers turn to hybrid shopping for necessities, boosting hygiene product sales. | Convenience sampling, Quantitative study, and Analysis using SPSS | |
| Chen and Shang (2022) | Post-pandemic, Ecological Agricultural products, Thailand | The selection of ecological agriculture products shows rational consumption motivated by safety, nutrition, freshness and cost. | Quantitative study, Binary Logit Model, Dual Logit Regression Model | |
| Cormany and Baloglu (2011) | The tourism sector, in Africa | To assist in planning their travel, many people turn to medical tourism facilitators. | Exploratory research, Correspondence analysis | |
| Dar et al. (2022) | COVID-19, Tourism sector, India | Examining the growth of telemedicine in a developing country, considering medical tourism policies, planning and outcomes. | Quantitative study | |
| Daragmeh et al. (2021) | Health Belief Model (HBM), Technology Continuous Theory (TCT) | E-payment services, Post pandemic adoption | E-wallet acceptance as a pandemic prevention measure is influenced by user attitude, enjoyment, utility perception and confidence. | Quantitative study, Analysis using SPSS, PLS-SEM, Causal-predictive model |
| Dutt (2021) | E-commerce, India | To identify and gain insights into the primary factors that online customers. | Quantitative study | |
| Fihartini et al. (2021) | COVID-19, E-commerce, FMCG industry, Indonesia | With health being the primary concern for internet customers, honesty remains crucial in online purchase ethics. | Quantitative study, Analysis by SPSS | |
| Garcez et al. (2021) | Explanatory Model | Lockdown, Tourism Sector | Consumer behaviour changed as a result of the crisis, favouring internet platforms, safety, health and environmental consciousness, as well as financial worries. | Quantitative study |
| Gordon-Wilson (2022) | Protection Motivation Theory, Temporal Construal Theory, Self-Determination Theory | COVID-19, FMCG industry, UK | Consumer practices are linked to self-control studies, with changes in shopping, unhealthy snack eating and alcohol usage highlighted. | Quantitative (Netnography), Exploratory strategy |
| Harshal and Simran (2020) | COVID-19, Multiple sectors | The COVID-19 survey demonstrates consumer shifts in the following areas: technology use, proactive purchasing, health focus, stockpiling and critical needs. | Literature review | |
| Hasan et al. (2021) | COVID-19, Retail, Bangladesh | The study aims to discover how demographic factors influence changes in crisis perception, purchasing patterns and consumer economic conditions. | Convenience sampling Quantitative study, Inferential statistics, Common Method Bias Test | |
| He et al. (2023) | Post-COVID-19, Tourism sector, China | Through cultural activities in intimate settings, pandemic heritage tourism alleviates mental anguish, lowers loneliness and increases happiness. | A quantitative study, MAXQDA 2020 | |
| Helisz et al. (2021) | COVID-19, FMCG industry | The pandemic changed people's behaviour as they moved from proximity to remote work, resulting in divergent behaviours during and after the epidemic. | Quantitative study | |
| Hira and Kaur (2023) | COVID-19, Tourism sector | Examine medical tourism providers' perspectives, factors and the impact of COVID-19. | Quantitative study, judgement and snowball sampling, use of Atlas.ti software. | |
| Husain et al. (2022) | Pre and post-lockdown, Public Distribution System (PDS), India | Ration card holders were unwilling to reduce and abstain from food consumption. | Quantitative study, Exploratory analysis | |
| Irimias and Zoltán Mitev (2023) | Intrusion Theory | Lockdown, Tourism sector | Examining visitor demand amid travel limitations is critical, given the impact of closures and people's desire to travel. | Empirical research |
| Jaeger et al. (2021) | COVID-19, FMCG industry, USA | Homebound tendencies are associated with more home-cooked meals and less dining out, which has an impact on healthy food intake. | Quantitative study and analysis using XLSTAT software | |
| Janssen et al. (2021) | Social Cognitive Theory | Pre and Post-COVID-19, FMCG industry, Denmark | Because of the shared lockdown circumstances, the pandemic linked consumption, reducing pre-existing macro- and micro-contextual inequalities. | Quantitative, Multinomial logistic regression models using STATA version 15.1 |
| Jawad et al. (2022) | Theory of Planned Behaviour, Theory of Deliberate Behaviour, Privateness Calculus Theory, Protection Motivation Theory | COVID-19, Multiple Sectors, Europe | In low-inventory stores, the pandemic causes impulsive purchases, competition and social risk perception. | Quantitative, Snowball sampling, Analysis using SPSS |
| Jha et al. (2023) | COVID-19, Education sector, E-education, India | The worldwide Coronavirus pandemic outbreak and the ensuing implementation of lockdown measures harmed schooling as well. | Quantitative approach | |
| Kaur et al. (2022) | Education and IT sector, India | The pandemic altered purchasing decisions; household wealth and age were important factors. Lower salaries prompted prudence. | Quantitative approach | |
| Kumar et al. (2022) | COVID-19, Education sector, India | Online education faces behavioural and technological hurdles. Anxiety and sleep problems are caused by the widespread usage of the internet. | Web-based cross-sectional study, Quantitative, SPSS 21.0 | |
| Kumar et al. (2022) | Lockdown, Education sector, E-education, India | The study investigates Indian educators' perspectives on student online learning issues during COVID-19, with a focus on sustainability. | Quantitative, Purposive sampling technique, Descriptive and inferential statistics | |
| Kumar and Abdin (2021) | COVID-19, Urban and rural sector, India | India prioritises home manufacturing to lessen foreign dependency; behaviour influences change. | A quantitative study, SPSS 25 | |
| Laato et al. (2020) | Stimulus-Organism-Response (S-O-R) framework | COVID-19, Education sector and employees, Finland | COVID-19 caused initial expenditure concerns, which were quickly followed by market normalisation and panic purchasing. | Quantitative study, Analysis using PLS-SEM |
| Lashkarbolouk et al. (2022) | COVID-19, Medical sector | Lockdowns harmed individuals, although they enhanced food options for diabetics. Less booze and animal protein, more fruits and vegetables. | Systematic review and Meta-analysis (PRISMA), Assessment using the Newcastle-Ottawa Quality Scale | |
| Lenggogeni et al. (2022) | Coping Theory | Early COVID-19, Pre and Amidst lockdown, Tourism sector, Indonesia | It broadens the application of psychology in managing crises and disasters within the tourism industry by using humour as a coping mechanism. | Quantitative, Thematic analysis |
| Li et al. (2020) | Theory of Planned Behaviour | Initial COVID-19, FMCG sector, China | Preliminary observations into early COVID-19 pandemic purchasing behaviour alterations are provided. | Quantitative, Snowball sampling, Principal Component Analysis (PCA) |
| Mondéjar-Jiménez et al. (2022) | COVID-19, Meat industry | The lockdown disrupted meat supply, causing dramatic changes in non-vegetarian eating habits. | Literature review, Bibliometric analysis | |
| Moon et al. (2021) | Protection Motivation Theory, Theory of Planned Behaviour | Amidst COVID-19, E-commerce, Korea | Consumers migrated between online and offline purchasing during COVID-19 based on their shifting demands and situations. | Quantitative, quota sampling, ordered logit model |
| Nougarahiya et al. (2021) | E-commerce industry, India | With new payments, smartphones, discounts, logistics and COVID-19, Indian e-commerce is thriving, appealing to even older generations. | Literature review | |
| Omar et al. (2021) | Behavioural Inhibition System Theory, Reactance Theory, and Expectancy Theory | Lockdown, Retail sector, Malaysia | According to research findings, non-deceptive practices have little impact on consumers' ethical behaviour when making online purchases. | Quantitative, snowball sampling |
| Pal et al. (2022) | Uses and Gratification Theory (UGT) | Hospitality industry, India | During this time, the limits on outside activities fuelled the emergence of online meal delivery apps. | Quantitative Analysis using PLS-SEM, SPSS 17, Exploratory analysis |
| Pan and Rizov (2022) | Lancaster's random utility theory | Pre and amidst pandemic, E-commerce, FMCG industry, India | Post-COVID, attitudes towards food sources have remained mostly unaltered, while social media engagement in food practices has increased. | Qualitative and Quantitative analysis, snowball sampling, use of latent class model |
| Pant and Sahay (2022) | Swot analysis | Media/Entertainment Industry, India | Because of social isolation and virus fears, OTT (over-the-top) streaming has grown in popularity, limiting theatre releases. | Case study |
| Papagiannidis et al. (2023) | Protection Motivations Theory | Lockdown, UK, Retail | Consumer behaviour particularly about stockpiling is studied. | Quantitative research, analysis using PLS-SEM, Multi-group analysis |
| Patil et al. (2022) | Pre and amidst lockdown, essential commodities, India | The pandemic prompted a fall in organised retail, encouraging Kirana, online shopping and panic buying. | Quantitative research | |
| Popa et al. (2022) | Post-COVID, E-commerce, Romania | Recent e-commerce innovations urge businesses to focus their efforts on successfully meeting current or projected client wants. | Statistical reports drawn up by reputable companies at an international (Eurostat) and national level | |
| Rahman et al. (2021) | Lockdown, COVID-19, Meat industry, India | The COVID-19 lockdown caused non-vegetarians to change their meat consumption patterns owing to a variety of circumstances. | Quantitative research | |
| Rahman et al. (2022) | Health tourism | Traveller return to health tourism is impacted by brand equity, trust and personal characteristics. | Empirical study, covariance-based SEM | |
| Rashi et al. (2021) | Post-COVID-19, Advertising | A great customer experience keeps or builds brand loyalty; interruptions change choices. | Literature review, Psychometric Tests, detailed social media data analysis through Big Data Approach. | |
| Rout et al. (2022) | Protection Motivation Theory and Technology Acceptance Model | Second wave of COVID-19, E-commerce, Retail, India | Social media platforms have become an important means of engaging with customers about their habits and practices related to food access. | Quantitative research, Analysis using SMART- PLS 3, Positivist approach, Cross-sectional, study, use of Single-factor method |
| Roy and Datta (2022) | E-commerce, Retail sector | COVID-19 effects on online and offline shopping were evaluated, and affecting factors were identified. | Literature review using term-based search approach | |
| Rungklin et al. (2023) | COVID-19, Tourism sector, Thailand | Cost, destination, service quality, value and trust all contribute to medical tourism satisfaction. Satisfaction is influenced by cultural knowledge. | Quantitative and Qualitative research, Random sampling, Purposive sampling, SEM Analysis | |
| Safara (2020) | Amidst COVID-19, E-commerce | With government support, offline stores diversify space utilisation, changing the online-offline retail balance. | Statistical approach, Machine learning approach. | |
| Salem and Nor (2020) | Technology Acceptance Model, Theory of planned behaviour | COVID-19, E-commerce, Saudi Arabia | E-commerce has changed the way of buying from stores to online method. | Snowball sampling, Quantitative study, analysis using SMART PLS-SEM, Structural model assessment |
| Sangwan (2021) | COVID-19, Healthcare sector, Tourism sector, India | Ayurveda and wellness in India could prosper in post-COVID medical tourism, but preparedness is required. | Review Article | |
| Satish et al. (2021) | Planned purchase behaviour theory, psychological reactance theory, Stimulus-organism-response theory | Lockdown, pre, amidst and post-COVID-19, India | The pandemic drove people to hoard more food than usual. | SPSS 26, simple random sampling |
| Sayyida et al. (2021) | COVID-19, Retail, United States, England, Germany, France, Canada and Latin America | To assess the influence of the COVID-19 pandemic on consumer behaviour in the retail sector by analysing shopping trends. | Quantitative research | |
| Schulze (2021) | Theory of Reasoned Action, Abraham Maslow's theory of the hierarchy of needs | COVID-19, Retail, UK | There is a change in the behaviour of customers in both physical and online stores, considering the impact of digitalisation and the COVID-19 pandemic. | Quantitative research |
| Sehgal et al. (2021) | COVID-19, FMCG industry, India | Determined the safety measures adopted by both consumers and retailers to cope with the sudden shift in shopping practices. | Quantitative research | |
| Shahnawaz et al. (2022) | Health belief model, Social identity theory | COVID-19, Retail, India | Investigated the risk factors at both individual and group levels that assist in promoting preventive health measures and frenzied shopping during the COVID-19 outbreak in India. | Quantitative research, Analysis using SPSS 22, Convenience sampling |
| Shen et al. (2022) | Utility maximisation theory | Pre, amidst and post-COVID-19, FMCG industry, USA | COVID-19's effects on grocery shopping methods, including attitudes and decisions, are being studied. | Quantitative research, Binary logit models |
| Shrilatha et al. (2022) | Lockdown, India, entertainment/internet | To assess the media usage during the lockdown by Indian residents. | Conference proceedings, Quantitative research, Simple Random and Convenient Sampling Technique | |
| Sriram et al. (2021) | Theory of Planned Behaviour | Digital marketing, Retail, India | To know the impact of Indian customers' attitudes towards online shopping, particularly in the realm of digital marketing. | Quantitative study, Analysis using PLS-SEM and Smart PLS 3 |
| Srivastava and Bhanot (2022) | COVID-19, Essentials and hygiene products, India | To investigate the buying habits and mental attitudes of Indian consumers, with a specific focus on their online purchasing behaviour, during a period of lockdown. | Judgement sampling, Quantitative study | |
| Sukhwani et al. (2020) | Lockdown, Food supply, India | Evaluating the impact of panic buying and stockpiling, as well as the dissemination of false information, on the local level and how they contributed to the development of food insecurity, through government initiatives. | Quantitative study | |
| Suresh et al. (2022) | Lockdown, Self-help groups, FMCG sector, India | To find that there was a shift in food consumption patterns, which included an increase in consumption of subsidised staple foods. | An exploratory study, systematic random sampling, and Analysis using SPSS 23 | |
| Surpam et al. (2022) | COVID-19, Education sector, India | Finding that traditional learning can be effectively replaced by new ways of learning (e-learning). | Quantitative study | |
| Thakur and Kiran (2021) | FMCG industry, India | Growth in the FMCG sector has slowed due to supply chain and production challenges. | Descriptive and Inferential statistics, Quantitative study | |
| Travasso et al. (2023) | Pre and amidst lockdown, FMCG sector, India | Ration cardholders consumed consistently across all categories, while 25% of households lowered their consumption of fruits, pulses and grains. | Quantitative study, Analysis using SPSS 25 | |
| Valaskova et al. (2021) | COVID-19, Retail, Slovakia | Post-pandemic, age, demographics and employment all have an impact on money, affecting spending habits. Consumption is reduced by caution. | A categorical analysis (Pearson's chi-square test) and correspondence analysis (simple and multivariate), Fisher's exact test, contingency coefficient (Cramer's V) | |
| Vázquez-Martínez et al. (2021) | First wave peak of COVID-19, Multi products | A COVID-like crisis distorted product purchases, and consumer behaviour changed as a result of shifting incentives. | Qualitative and Quantitative study | |
| Verma and Naveen (2021) | COVID-19, Indigenous product, India | Following the lockout, buyers boosted the Indian economy by purchasing local products, demonstrating economic nationalism. Pre-COVID behaviours remained intact. | Quantitative research and analysis using PLS-SEM | |
| Yadav (2022) | COVID-19, Tourism sector, India | According to data from the Ministry of Tourism website, fewer foreign tourists are now coming to India for medical treatment. | Review article |
TCCM (Theory Context Characteristics and Methodology) framework.
Source: Developed by Author.
Table 11.1 (below) shows the literature review in TCCM framework.
Research Gap
As presented in the literature review section, many studies have been done related to the behaviour of consumers towards a particular product/service. Also, papers dedicated to the study of consumer attitudes during lockdown have been found. However, in this study, the behaviour of the consumers has been studied for different goods and services during a pandemic, taking into consideration the changes during the lockdown as well.
Objectives of Study
To examine how COVID-19 has changed consumer buying behaviour during the pandemic.
To investigate the changes in attitude of buyers due to the lockdown.
To study post-COVID changes in the buying behaviour of consumers.
To find the factors affecting the consumers' behaviour towards various goods and services.
Research Methodology
The study is based on a thorough analysis of research papers that are focused on the consumers ‘buying attitudes’ during and post-pandemic. The papers considered are from 2020 to 2022. The keywords used to search the relevant papers were ‘pandemic’, ‘COVID-19’, ‘corona’, ‘coronavirus’, ‘post-COVID-19’, ‘consumers’, ‘consumption’, ‘consumption pattern’, ‘behaviour’, ‘attitude’, ‘buyers’, ‘buying’, ‘impulsive’ and ‘panic’. The study includes research papers, review papers, articles, chapters and dissertations. It also studies buying behaviour in various sectors. A deep study and analysis are done, which forms the basis of this chapter.
Discussion and Conclusion
The pandemic of COVID-19 caused profound changes in consumer behaviour. Sanitisers and other hygiene goods gained popularity, while pharmaceutical sales climbed due to increasing health consciousness. Economic nationalism increased the sales of Indian items, and e-commerce and e-payment techniques developed. For entertainment, OTT platforms have replaced traditional theatres, and e-learning has increased while educational institutions have shuttered. Due to limited travel options, online ticketing has become necessary. These developments affected a variety of industries, reflecting shifting shopping, education and entertainment patterns. The pandemic worked as a catalyst for rapid shifts in consumer attitudes and behaviours in a variety of areas.
Limitations and Recommendations
Some very important suggestions include the following:
(1) to promote trust, ensuring a sufficient (more than what is typically available) supply of necessities; (2) enforce laws to stop predatory pricing; (3) requiring retail customers and owners to adhere to social distancing and mask rules; (4) enabling neighbourhood Kirana businesses for making payments and purchase goods and services via internet; (5) influencing regulated retail establishments to raise the quality of their products; (6) research can potentially be used to create emergency freight demand models for cities and (7) critical to create a thorough emergency goods demand model for potential disruption scenarios.
The authors recommend measures for client retention, weight loss and taking COVID-19 risks into account. Ethnocentric promotions and adaptive spaces can assist offline stores. Long-term consequences include increased digital transactions and hygiene product use. For efficient retail strategy and customer service, more research is required. The scope of the study is confined to examining research publications and excluding specific regional studies. Future research could concentrate on specific customer groups throughout various Indian states. Some limitations may also include:
A study on the behaviour of consumers on fashion, apparel, beauty and cosmetic products has not been covered.
Study on the behaviour of energy and fuel consumption has not been covered.
Consumer behaviour in a particular area/region has not been studied.
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- Prelims
- Chapter 1 Influence of Fashion Bloggers on Setting Trends and Purchase Decision of Young Indian Metropolitan Women
- Chapter 2 What Does the Rise of Avatars Mean for Consumers? A Systematic Literature Review and Future Research Opportunities
- Chapter 3 Does Effective Handling of Negative E-Word of Mouth on Social Media Influence Customers' Behavioral Intentions in the Context of Online Travel Agencies
- Chapter 4 Antecedents of Healthy Lifestyle of Young Consumers: A Cross-Sectional Study of Sri Lanka
- Chapter 5 Artificial Intelligence and Augmented Reality: A Business Fortune to Sustainability in the Digital Age
- Chapter 6 A Qualitative Inquiry Into Preference of Bahraini Fashion Designers Towards Fashion Shows Versus Digital Fashion Shows, and Factors Influencing Their Choice
- Chapter 7 Students Perspective Toward Online Teaching in Higher Education During COVID-19: A Cross-Sectional Analysis
- Chapter 8 Extending the Technology Acceptance Model as Predictor to Explore Student's Intention to Use an Online Edtech Platform in India
- Chapter 9 Metamorphosis of Retail Purchase Through Customer Segmentation in Pandemic Times
- Chapter 10 Impact of the Pandemic on Consumer Behavior – A Review
- Chapter 11 Consumers in the Pandemic: Contented or Discontented
- Chapter 12 COVID-19 Impact on Consumer Preferences Toward Convenience Store Versus Hypermarkets