An analytical review on the end-user perception of distribution matrix during COVID-19 outbreak

S. Shankar Kumar and B. Jeya Prabha

International Journal of Business Excellence, 2026, vol. 39, issue 4, 457-474

Abstract: COVID-19 has made a huge impact on the production and distribution system, the buying behaviour of customers turned to alternative distribution formats. The main objective of the study is to examine the factors influencing the preference of consumers while purchasing fruits and vegetables from different distribution formats during COVID-19 pandemic. This research is based on descriptive research design using the convenience method of sampling and the sample size of 100 responses has been finalised for analysis. The findings revealed that before COVID19, respondents preferred supermarkets followed by nearby vegetable markets, whereas during COVID19, consumers avoided public places as a safety measure, enabling street vendors to gain market share by delivering consumers' needs to their doorsteps. From this study, we came to know that customers prefer the distribution format, which is highly influenced by hygiene factors.

Keywords: consumer perspective; COVID-19; pandemic; distribution; hygiene; buying behaviour. (search for similar items in EconPapers)
Date: 2026
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