Changing Consumer behavior Dynamic -Impact of COVID-19 in India on Elderly People Adaptability

Abstract

A critical circumstance pushes human conduct towards various bearings with certain parts of conduct being irreversible. Coronavirus pandemic is certifiably not a typical emergency, and to control the spread of infection different measures were taken including total and afterward halfway lockdown. Coronavirus is one such deadly known virus which has already taken the lives of lakhs in almost half of the country. With strict prevention measures such as lockdown, unnecessary outside movement imposed by the government authorities has lowered country’s economic growth since lockdown. The present study attempts to explore and gauge the change in consumer behavior of Elderly People in India because of COVID-19 impact and their adaptability towards the new path. This study analyses the relationship between several independent variables, such as Purchase frequency, Price, Mode of Payment, Availability, Necessity, Habitual changes, Brand perception. Impact on Spending, Technology Adoption and COVID-19 as dependent variable. The research further shows the significant influence on the Consumer Behavior because of above mentioned variables. It is clear from the result obtained through analysis performed during the study that consumer behavior has changed significant in elderly people during the current pandemic situation Study recommended that companies need to develop effective marketing strategies and enhance their presence during such crisis to expand their market considering elderly people