Impact of COVID-19 on Consumer Purchase Behaviour in Retail Sector - Study Based in Kolkata Area

This study attempts to analyse the impact of novel coronavirus in the areas of awareness level of buyers, online services and huge price rise of products on consumer purchase behaviour in retail sector. The study has been conducted on 152 respondents from the different areas of Kolkata city through online mode by using an online questionnaire using convenience sampling technique. After data collection through online survey, it is analyzed using multiple regression analysis to find out the significance of individual predictor as stated above. The findings provide that the independent variable (huge price rise of products and delayed online services) highly influences the purchase behaviour of consumers. The data reflects after evaluation that the male respondents having monthly income ranged from 0 to 30,000 with an age group ranged from 25 to 35 highly influences the consumer purchase behaviour. Therefore, higher income of male respondents and huge price rise of products are highly correlated with each other towards consumer purchase behaviour. The overall findings provide implications to marketers, retailers and advertisers to implement future strategies according to the current pandemic situation towards consumer purchase behaviour in retail sector.