Menu
festive wave and positive consumer sentiments to return to normalcy. Between the complete lockdown, the relaxed stay at home orders,
and the gradual unlocking of the economy, quite a few things have changed in the consumer industry landscape and economic
activity has picked up. Although economies across the world are in various stages of re-opening, workplaces and factory floors in India
have again started bustling with increasing levels of activity. However, the normal acts of visiting a store, eating out, staying in a hotel,
or taking a flight have become a cause of concern for people across different age groups. Consumers are likely to spend with caution
and save more to prepare for worse times. On the other hand, businesses will likely be averse to investing in capital-intensive projects
and have curtailed hiring due to economic uncertainties. The journey to resume normalcy seen before COVID-19 hit the economy will
be fraught with challenges related to personal and financial well-being. The interplay between personal safety and consumer sentiment
is affecting consumers’ spending behaviour. The spend on internet and mobile has also reduced as people are now returning to their
workplaces and may not use internet connection as frequently as they did during the lockdown at home. The paper aims to grasp the
conceptual framework regarding diversion in consumer buying behaviour and modern retailing in India.
1. India Brand Equity Foundation (IBEF) (2018), “E-commerce industry in India”, available at: https:// www.ibef.org/industry/ecommerce.aspx
2. Nigam, A., Dewani, P.P. and Behl, A. (2020), “Exploring deal of the day: an e-commerce strategy”, Benchmarking: An International Journal, Vol. 27 No. 10, pp. 2807-2830.
3. Priya, R., Gandhi, A.V. and Shaikh, A. (2018), “Mobile banking adoption in an emerging economy”, Benchmarking: An International Journal, Vol. 25 No. 2, pp. 743-762.
4. Kantar IMRB (2019), “21st edition ICUBE digital adoption & usage trends”, available at: https:// imrbint.com/images/common/ICUBE%E2%84%A2_2019_Highlights.pdf
5. Dobre C, Dragomır A, Preda G, 2009. Consumer innovativeness: a marketing approach. Manage Marketing 4(2): 19-34
6. Oghojafor, Ben & Nwagwu, Kennedy. (2013). Choice of Shopping Outlets for Grocery Products and the Socio- Economic Profile of Female Consumers in Lagos Nigeria. Volume 4. 88-113.
7. Vij, Sandeep & Sharma, Pooja. (2013). Does Entrepreneurial Education Enhance the Entrepreneurial Drive of Business Students?.
8. Kumar, P.R. & Shukla, S.N. & Shrivastava, o.p & Purkayastha, R.D.. (2013). Incidence of postpartum anestrus among buffaloes in and around Jabalpur. Veterinary World. 6. 716-719. 10.14202/vetworld.2013.716-719.
9. Kalaiselvan, V. (2013). The impact of consumer oriented sales promotion techniques on customer purchase. International Journal of Applied Services Marketing Perspectives, 2(1), 313.
10. Mathur, Dhruv & Bhardawaj, Avdesh & Pandey, Aditi & Oberoi, Ashish & Rani, Divya. (2018). Consumer Buying Behaviour of Cars in India – A Survey.
Desh Bhagat University,
Off to NH-44, Amloh Road, Mandi Gobindgarh,
District Fatehgarh Sahib, Punjab- 147301, India