Marketing in the new normal: A tale of relationship of consumer behaviour in select Indian Retail Sectors

Abstract

Covid-19 pandemic is a severe crisis for which certain measures have been taken by many nations to control the spread of the disease including complete and then partial lockdown. Since most of the elements of the Indian economy were affected by the lockdown, the pandemic triggered several disruptions in the market dynamics. In any market, consumers are the drivers of the market competitiveness, growth and economic integration. A critical situation pushes consumer behaviour towards different directions with some aspects of behaviour being irrevocable. This research paper first discusses the impact of Covid-19 crisis on the consumer behaviour by exploring and analysing the changes and shifts. Further, the commentary aims to synthesize the challenges which retailers are facing currently from the perspective of both -consumers and managers. The goal of this case study based research is to suggest actionable strategies for retailers enabling them to manage this unparalleled situation.