Time and again it is said that Indian consumers behave differently from the western or global customers. Since a pandamic like COVID 19 has force lockdowns restraining the customer all over the world the consumers have exhibited different behaviour other than the normal one. Consumers behaviour is shaped by their wants and hence the importance of understanding it. Many business face the challenge of understanding the consumers and their wants and hence the flounder at the market place. This is more apt in India for the foreign companies that try to market in India. Many big multinationals companies (MNCs) have struggled in India before they got the hold of the market. Further, India being a young country compared to other countries, it has become a attractive market. The success is evasive to those who fail to understand the Indian consumers. Somehow, the ethnocentric behaviour of MNCs have not augured well for them. Even though the consumer behaviour has been studied by researcher and scholars for long now, they mainly focused on the western customers. Only recently the scholars have had occasion to study Indian consumers. Hence, this study was undertaken with the intention of understanding the behaviour of Indian consumers during the pandemic.
Cite this article:
S Shyam Prasad, Pratikshya Praharaj. Indian consumers’ behaviour during COVID 19: An Exploratory Study. Asian Journal of Management. 2021; 12(2):215-0. doi: 10.52711/2321-5763.2021.00033
S Shyam Prasad, Pratikshya Praharaj. Indian consumers’ behaviour during COVID 19: An Exploratory Study. Asian Journal of Management. 2021; 12(2):215-0. doi: 10.52711/2321-5763.2021.00033 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2021-12-2-20
1. Arora, A., Dahlström, P., Hazan, E., Khan, H., and Khanna, R. (2020, July 19). Reimagining marketing in the next normal. Retrieved August 12, 2020, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/reimagining-marketing-in-the-next-normal
2. Arora, A., Dahlström, P., Hazan, E., Khan, H., and Khanna, R. (2020, July 19). Reimagining marketing in the next normal. Retrieved October 1, 2020, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/reimagining-marketing-in-the-next-normal
3. Castellion, G. (2012, May 15). Is the 80% product failure rate statistic actually true? Retrieved May 26, 2020, from http://www.quora.com/Product-Management/Is-the-80-product-failure-rate-statistic-actually-true
4. Chow, C., Deng, J., and Ho, J. (2000). The openness of knowledge sharing within organizations: a comparative study of the United States and the People’s Republic of China”. Journal of Management Accounting Research, 12, 65-85.
5. Ghoshal, T. (2016). Impact of Culture on Indian Consumers: An Exploratory Study. In C. Campbell, and J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy.
6. Greeven, M. J., Yu, H., and Shan, J. (2020, June 29). Why Some Retailers Are Thriving Amid Disruption. MIT Sloan Management Review. Retrieved September 25, 2020, from https://sloanreview.mit.edu/article/why-some-retailers-are-thriving-amid-disruption/
7. Jain, N., Sanghi, K., and Jain, A. (2019, October 15). Ten Trends That Are Altering Consumer Behavior in India. Retrieved 06 07, 2020, from https://www.bcg.com/en-in/publications/2019/ten-trends-altering-consumer-behavior-india
8. Schiffman, L. G., and Wisenbli, o. L. (2015). Consumer Behavior (11 ed.). Pearson.
9. UN DoE and Social Affairs. (2019). World Population Prospects 2019. Retrieved May 25, 2020, from United Nations Department of Economic and Social Affairs: https://population.un.org/wpp/
10. Whipple, B., and Curtis, M. (2020, July 09). The Cost of Confidence. MITSloan Management Review. Retrieved September 25, 2020, from https://sloanreview.mit.edu/article/the-cost-of-confidence/?utm_source=newsletterandutm_medium=emailandutm_content=understand%20people%20more%20d%E2%80%A6