Consumer responses towards essential purchases during COVID-19 pan-India lockdown

Area of Science:

• Consumer Behavior
• Pandemic Response
• Retail Management

Background:

• The COVID-19 pandemic caused unprecedented global disruption, impacting supply chains and consumer psychology.
• Lockdowns in India led to panic buying and anxiety regarding essential commodity availability.
• Understanding consumer purchasing behavior during crises is crucial for effective emergency management.

Purpose of the Study:

• To analyze consumer purchasing behavior for essential commodities before and during the COVID-19 lockdown in India.
• To identify factors influencing disruptions in organized retail (in-store and online) during the pandemic.
• To provide insights for future emergency preparedness strategies.

Main Methods:

• An online questionnaire was distributed to 730 households across 20 Indian states.
• Data analysis included descriptive statistics and factor analysis to identify key influencing factors.
• Consumer purchasing patterns and retail disruptions were examined.

Main Results:

• Consumers reduced shopping frequency but increased the volume of essential goods purchased per trip during lockdown.
• Local grocery stores ('kirana' shops) played a significant role in ensuring supply.
• Perceived risk and vendor distrust were major factors affecting organized retail performance, influencing both in-store and online purchases.
• Income level was identified as a significant factor in purchase behavior.

Conclusions:

• Consumer behavior adapted to pandemic-induced uncertainties, prioritizing essential goods and local retail.
• Disruptions in organized retail highlight the need for robust supply chain and risk management strategies.
• Findings offer valuable insights for developing infrastructure and policies to mitigate future crisis impacts.