Evaluation of Homemaker Purchase Behaviour Post-pandemic Using Kirkpatrick Model and Content Analysis Approach

Komal Chopra ()
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Komal Chopra: Symbiosis Institute of Management Studies, Symbiosis International (Deemed University)

A chapter in Pandemic, New Normal and Implications on Business, 2022, pp 289-296 from Springer

Abstract: Abstract The study examines to understand women homemaker purchase behaviour using Kirkpatrick model in India. Content analysis approach was adopted for the study. The responses from participants were collected through interviews till theoretical saturation of the sample was reached. The collected responses were subjected to content analysis which helped to relate with concepts of Kirkpatrick model. The findings showed that women were more concerned about their health and safety and have switched to digital technologies for shopping and entertainment which is a significant behavioural change. The results of the behavioural change made consumers health and technology-focused.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-19-4892-3_18

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DOI: 10.1007/978-981-19-4892-3_18

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