ISSN: 2455-0353
Dr. Sangeeta Agrawal, Assistant Professor, Delhi College of Arts & Commerce, University of Delhi,
Dr. Shallu Khatri, Assistant Professor, Delhi College of Arts & Commerce,University of Delhi,
Dr. Renu Aggarwal, Associate Professor, Deen Dayal Upadhyaya College, University of Delhi,
The novel coronavirus (COVID-19) outbreak is markedly tragic for the human kind all over the globe. It has affected the global economy. In Delhi, the changes brought about by COVID-19 could be observed in consumer’s pattern of buying, lifestyle changes and changed consumption preferences. This paper highlights the factors that contribute to changes in consumer buying behavior from physical store to on-line buying. The purpose of this research is to investigate the factors catalyzing the speedy growth of online buying in Delhi since the inception of COVID-19. The investigation categorically focuses on reasons as why consumers prefer online buying in comparison to in-store buying after the pandemic. The present study was conducted between October 2021-December 2022, using a structured questionnaire and data was collected through google forms. Primary data was collected from 150 respondents of Delhi and was analyzed using descriptive technique and performing factor analysis. The results clearly show the increased online buying since COVID-19 outbreak. Through factor analysis, six major factors were found to be affecting the consumers to move towards online buying from in-store buying .These factors are Health & Assured output, Economic & Convenient, Delivery & Availability, Time utilization, Experience & Regional Products and this study is important for companies as well as individuals who adopt online medium for selling their goods and services. This research findings have implications for online retail marketing firms for developing strategies with a view to provide enhanced customer satisfaction and winning over the competitors.
Keywords:
COVID-19, online buying, factor analysis, catalyzing factors, changing trends, buying frequency
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