Arthavaan Vol 6 Dec 2023 is available in print also

Arthavaan, Vol 6, Issue 1, December 2023

An Empirical Study on Factors Catalyzing the Rapid Growth of Online Buying since COVID-19 in Delhi
1-9 PAGES | 122 VIEWS | 6 DOWNLOADS

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, 


Abstract

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

References:

1. Accenture  (2020,  April  28),  COVID-19:  How  consumer  behavior will be changed. Retrieved fromhttps://www.accenture.com/sk-en/insights/consumer-goods-services/coronavirus-consumer-behavior-research

2. Amazon  (2020,  December  18),  Impact  of  COVID-19  on  shopping behaviour in India.Retrieved from         https://advertising.amazon.com/blog/covid-19-impact-on-shopping-behavior-in-india

3. Aneesha  Khanna,  (2021,  June  3)  Impact  of  COVID-19  on  shopping,TPCI.Retrieved from         https://www.tpci.in/indiabusinesstrade/blogs/impact-of-covid-19-on-shopping-behaviour/

4. Arantxa  Medina,  (2020.April  15)  COVID-19  in  India-Trade  situation update. SDA Retrieved from         https://apps.fas.usda.gov/newgainapi/api/Report/         ownloadReportByFileName?fileName=How%20COVID-19%20is%20Changing%20Consumer%20Behavior

5. Bharti Aggarwal & Deepa Kapoor, 2020.A Study on Influence of COVID-19 pandemic on customer’s online buying behavior .MDIM Business Review,Volume: I, Issue II, Dec 2020,pg no 41-47 https://www.mdim.ac.in/journal-issues6

6. Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 Pandemic. International  Journal  of  Future  Generation Communication and Networking, 13(2), 1449-1452.

7. Chang, H. H., & Meyerhoefer, C. D. (2020). COVID-19 and the  Demand  for  Online  Food  Shopping  Services:  Empirical  Evidence  from  Taiwan.  American  Journal  of  Agricultural Economics.

8. Charumathi,  D.,  &  Rani,  S.  S.  (2017).  An  empirical  study  on  consumers  buying  behaviour  towards  online  shopping.  Clear  International  Journal  of  Research  in  Commerce  & Management, 8(10).

9. Dewan   Golam   Yazdani   Showrav,   Arif   Hassan,   Sayedul   Anam, Anuz Kumar Chakrabarty, 2021.Academy of Strategic and  Management  Journal  Volume  20,  Special  Issue  2,  2021  factors influencing the rapid growth of online shopping during covid-19 pandemic time in dhaka city, bangladesh

10. Farha Fatema & Ashraf (2020). Factors Affecting Customers’ Online  Shopping  Behavior  During  Covid-19  Pandemic  in  Bangladesh . ABC Research Alert Vol 9, Number 2 Published Online: 26 August 2021 https://abc.us.org/ojs/index.php/abcra

11. Hair,  J.  F.,  Anderson,  R.  E.,  Tatham,  R.  L.  &  Black,  W.  C.  (1992).  Multivariate  data  analysis  (3rd  Edition).  New  York:  Macmillan.

12. Hashem, T. N. (2020). Examining the Influence of COVID 19  Pandemic  in  Changing  Customers’  Orientation  towards  E-Shopping. Modern Applied Science, 14(8).

13. Jennifer     Mcadams,(2021,August     24)     Importance     of     E-Commerce during COVID-19 and Online selling .Retrieved from          https://www.progress.com/blogs/the-growing-importance-of-ecommerce-in-a-post-covid-19-world14. Neger, M., & Uddin, B. (2020). Factors Affecting Consumers’ Internet Shopping Behavior During the COVID-19 Pandemic: Evidence From Bangladesh. Chinese Business Review, 19(3), 91-104

15. OECD,    (2020,October    7)    E-Commerce    in    the    time    of    COVID-19.    Retrieved    from    https://www.oecd.org/coronavirus/policy-responses/e-commerce-in-the-time-of-covid-19-3a2b78e8/

16. Sadia,  A.,  Hoq,  M.  A.,  &  Jebu,  S.  A.  (2019).  Customer  Satisfaction in online shopping: A Case Study on Bangladesh. International Conference on Business and Management , 181-185.

17. UNCTAD,(2020,October  8)  COVID-19  has  changed  online  shopping forever, survey. Retrieved from         https://unctad.org/news/covid-19-has-changed-online-shopping-forever-survey-shows

18. Vasić, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of  Online  Shopping  Determinants  on  Customer  Satisfaction  in  the  Serbian  Market.  Journal  of  theoretical  and  applied electronic commerce research , 14 (2), 70-89