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AN EMPIRICAL STUDY ON CONSUMER BEHAVIOR IN RESPECT OF PURCHASE OF APPARELS DURING COVID-19 PANDEMIC IN INDIA
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Author(s):
SAMIYA FAROOQ, PROF. A.K SAXENA
Vol - 8, Issue- 4 ,
Page(s) : 22 - 27
(2021 )
DOI : https://doi.org/10.32804/IRJMSI
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Abstract
The goal of this paper is to review the current literature on change in consumer behaviour before and during COVID-19. For the success of a company, knowledge of the consumer behaviour is a very important factor. A company can manage its marketing mix, branding and communication more effectively only when the company knows how consumer behaves and what factors influences his buying decision. Mostly it is the internal factors that influence consumer behaviour but the current situation prevailing in the market is an external factor influencing consumer behaviour. A critical situation can alter the behaviour of the consumer.
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