Analysing the Paradigm Shift of Consumer Behaviour Towards E-retail During Pandemic Lockdown

Swaraj S Bharti () and Jogeswar Mahato ()
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Swaraj S Bharti: NIT Jamshedpur
Jogeswar Mahato: NIT Jamshedpur

A chapter in Pandemic, New Normal and Implications on Business, 2022, pp 145-164 from Springer

Abstract: Abstract The consumer behaviour plays a vital role in determining the market dynamics of the country, and COVID-19 pandemic accelerated the demand for online shopping of essential products. The research study attempts to answer the cause and nature of transition of online shopping behaviour. Purposive sampling technique is applied with sample size of 300 respondents from the state of Jharkhand and Orissa participated in an online survey. The analysis of the research study administers use of Excel to determine the proportion of responses for each category and SPSS software for frequency analysis of the given set of items. The findings of the study indicated strong inclination towards online shopping of electronic items, grocery, and food delivery among the participants due to lockdown restriction, convenience, and safety as the prime factors. It is observed that the advantages of purchasing goods through E-retail are not fully utilized by individuals of all age categories especially among old-age population segment. The study contributes to the existing body of knowledge towards consumers buying behaviour from E-retail forum from specifically Eastern regions of the country during exigencies. This study will assist the E-retail industries to design their business plan and logistic process according the need of the present situation for such kind of outbreaks in future.

Keywords: Consumer behaviour; COVID-19; E-retail; Online shopping; Pandemic; India (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-19-4892-3_10

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DOI: 10.1007/978-981-19-4892-3_10

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