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Jenefa, Leena, Sobti, Renu, Kadyan, Jagbir and Naser, M Abu (2021) Impact of consumer intention and new revolution towards online consumer buying behaviour during Covid-19 pandemic. International Research Journal of Management Science & Technology, 12 (10). pp. 64-77. ISSN 2250-1959
Today’s consumers are highly influenced and attracted towards e-marketing rather than the traditional purchase. Social media marketing helps companies to sell the product in the digital platform and the customer can able to identify the different variety of products at a single click. In a single platform, the marketer can attract mass customers. The customers are able to buy or search the products at their own convenience. Due to Globalization, Privatization and Liberalization of the world economies along with the rapid development and expansion of business and consumer centric information technologies has changed the entire marketing scenario during the Covid-19 pandemic. The restrictions imposed on the trade and commerce due to Covid-19 pandemic and the lockdowns in different parts of the world has completely changed the world market and as a result a new mode of buying and selling have emerged in different parts of the world. Consumers' intention, their buying behaviour and their levels of satisfaction has undergone a huge change in various cities of the world during the Covid-19 pandemic. This study was conducted in the Chennai metropolitan city of India. It is an empirical study and sample selected for this research were 320, based on the convenient sampling method. The variables of the study were tested using Chi square and cross tabulation analysis. The primary data collected was computed and analysed using IBM SPSS v25 and conclusions are drawn accordingly.
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