Change in Consumer Behavior in Indian Apparel Industry Due to the Pandemic

Abstract

The purpose of this study was to see how the novel coronavirus disease (COVID-19) crisis-affected customer purchasing behavior in the Indian garment industry. The nationwide shutdown resulted in a significant shift in consumer buying habits.

For fashion apparel brands and businesses to understand what value means to consumers and identify growth prospects during the COVID-19 pandemic is critical.

While analyzing customer buying behavior, we took age, spending, preferences, frequency of purchase, financial constraints, budget changes, style changes, and other factors into account. We conducted a survey, and the results were used to analyze the change in buying behavior of customers. After conducting primary research, the assumptions were solidified. The information for this study was acquired via distributing the questionnaire via internet platforms. According to the statistics, the most popular categories throughout the pandemic were athleisure and western wear. Due to various factors, there has been a transition in apparel shopping from offline to online platforms. The study has concluded that the pandemic significantly affected consumer behavior in the Indian apparel industry.