Millennial’s Tide Over the COVID-19 Crises: Buying Behavior of Indian Millennial’s Post-COVID-19 Crises

Anil Jain, Nirmala Joshi and Anand J. Mayee

Jindal Journal of Business Research, 2021, vol. 10, issue 2, 214-221

Abstract: The COVID-19 pandemic had a catastrophic effect on the economies of the world. The COVID-19 crises had a huge impact on the way in which buying and selling is done. Complex consumer buying behavior became all the more unpredictable. For most companies, the pandemic had created a situation for innovation like never before. Generation Z (Gen Y) and generation Z (Gen Z) were the most affected segments during the turmoil. These generations are experiencing a roller-coaster ride. These cohorts were fast in adapting to the new challenges arising out of the COVID-19 upheaval. Gen Z had to attend online classes, while Gen Y was either attending online classes or those with jobs were working from home. Purpose: This article makes an attempt to understand the impact of COVID-19 on the buying behavior of the Indian millennials and to know the major sectors of the Indian economy which were exorbitantly influenced by them. Methodology: The research article is based on secondary data obtained from leading financial dailies, news reports observations and discussions with acquaintances. Findings: The research study hopes to shed light on the repercussions of the COVID-19 pandemic on the buying habits of the young generation in India. It will act as a beacon for companies to develop marketing strategies that are in congruence with the mindset of the millennial. Successful business models can be worked out keeping the millennial as the focus. Originality: The research is genuine and creatively inscribed; it visualizes the researchers’ speculation about the situation

Keywords: Millennials; Gen Y; COVID-19; pandemic; online; consumers (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jjlobr:v:10:y:2021:i:2:p:214-221

DOI: 10.1177/22786821211045196

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