Factors Influencing Consumers Buying Perception during COVID-19 Pandemic: An Indian Perspective

Abstract

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The aim of the research is to look into factors that influence consumers’ online shopping behaviour in India during the COVID-19 pandemic. During the early stages of COVID-19, more cases were reported by international travellers. The unexpected lockdown impacted India’s online shopping and marketing trends drastically. Consumers’ shopping behaviour suddenly changed during the lockdown situation. The article’s objective is to look into the elements that affect Indian customers’ online purchase choices during the COVID-19 pandemic. The researchers investigated the impact of product, price, time-saving, payment, security, and administrative factors on consumers’ online purchasing behaviour during COVID-19. The study used an online survey approach to gather data from 139 Indian online consumers using a standardised questionnaire with a three-point Likert scale. Non-probability sampling was the method employed. Descriptive statistics analysis, reliability analysis, and t-test were used to examine the data. In the end, the results revealed that payment, product, and administrative factors had an influence on improving consumer online purchase patterns during COVID-19.

Keywords: COVID-19, Influential Factors, Consumer Behaviour, Online Shopping

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