The COVID-19 pandemic presents the greatest test the world has faced. On 24 March 2020, the Government of India announced a 21-days national lockdown that had been extended to 3 May 2020. In this pandemic, the consumer faced unforeseen challenges to deal with the abrupt change in shopping practices. A safety measure is one of the key elements in consumer shopping behaviour across the world and today consumers are more conscious towards healthiness. The current work aspires to identify the factors of safety measures by consumers and shopkeepers. Twenty-eight variables were identified from the extensive literature review and a total of 751 questionnaires were administered from consumers regarding safety measures from 1 April to 31 May 2020 in India. Exploratory factors analysis and multiple regression analysis are conducted to identify the factors which are prominent for shopping safety practices. The results obtained can be useful to consumers and shopkeepers in the decision-making process during pandemic.

PurposeThe COVID-19 pandemic has transformed consumer buying behavior across the world. COVID-19 crisis brought a behavioral change in consumers' attitudes toward health, financial and social well-being. The current research work highlights the factors influencing consumer buying behavior during the COVID-19 pandemic considering saving and safety perspectives.Design/methodology/approachThis study attempts to understand the gap in buying behavior with reference to saving and safety. Survey-based study was conducted during the second phase of COVID-19, and the respondents were those who lived in highly affected COVID cities in India. Exploratory factor analysis and multiple regression analysis were carried out for testing the hypotheses.FindingsSeven factors became the prominent factors in consumer buying patterns during the pandemic. Consumers in the times of COVID-19 pandemic spend only on essential items as compared to nice-to-have and non-essential items.Research limitations/implicationsRespondents considered in the research were millennials aged 25–40. The current research is limited to specific geographic location.Practical implicationsThe study assessed how savings and safety influence consumer buying behavior. The 2S framework model for consumer buying behavior during pandemic has been developed. The findings of the study provides a road map to the companies, policy makers, managers and consumers in understanding the consumer buying behavior during pandemic.Originality/valueThe current research work observe the changes in the behavioral patterns of consumers in the context of 2S framework, i.e. saving and safety. This study offer novel contribution as there is no available literature that examined the saving and safety aspects together for consumer buying behavior during crisis.

No abstract

No abstract

No abstract