COMPREHENSIVE STUDY ON CONSUMER BUYING BEHAVIOR OF APPARELSIN MUMBAI: ANALYSIS ON PRE AND POST COVID 19 BUYING BEHAVIOR

Authors

Aakash Ashesh, Research Scholar
School of Business, Alliance University.

Abstract

The outbreak of Covid-19 pandemic in 2020, changed the consumer buying behavior trends across several industries. The way people used to buy certain products in pre COVID19 pandemic scenario was not relevant in the post pandemic world. Apparel industry of India is one such industry which was highly affected by the outbreak of pandemic. Through this research paper we are trying to understand the apparel buying behavior of consumers in post pandemic era.The research methodology used for this study was mixed methodology making use of both qualitative and quantitative research. Primarily qualitative research was used for interpreting the secondary data regarding the impact of the pandemic on the garment industry. Similarly, the quantitative research using percentage analysis, factor analysis and correlation will be used to understand and study all the potential impacts. Total of 127 respondents are used for collecting the data, using the convenience sampling method, out of which 72 are male and 45 are female and approximately 75% of the respondents were in the age group of 23 to 38 years.The key findings of the research included that there will beincrease in the number of people opting for online shopping more in the post covid-19 scenario. The study also showed that the brand loyalty consumers will be affected in the post pandemic scenario, they will be exploring new brands which have more availability in online shopping space and since most of the future garment customers will be shopping online, they will have a larger pool of options to choose from. Apparel customers will remain style and fashion conscious in the post pandemic era. Durability and quality of the garments will be more important for customers than before and the purchase decisions of the customers will no longer be dependent on the store ambience