Fintech Revolution: A Paradigm Shift from the Traditional Sources of Finance for MSMEs in India

Abstract

Purpose: This paper aims to identify the factors influencing consumerism due to disruption like COVID 19 or any other natural or man-made calamity.

Methodology: The research conducted consists of a qualitative (Primary) and quantitative research based on the questionnaires with consumers followed by an in-depth study of the results along with the secondary research.

Findings: This study highlights the various factors affecting the consumer’s behavior at any point in time irrespective of the environment. This study also highlights the importance of income and brand-trust as a form of economic and social factors, which plays a major role in consumer’s buying behavior.

Practical Implications: the researchers or managers will be able to understand are factors that are influencing consumerism so that they can adapt to the situations and respond appropriately.

Originality/Value: The study identifies that the consumer’s psychology plays a very important role in determining their buying behavior. The economic and social factors are in turn controlled by the external environment.

Article Classification: Research Paper