Consumer Behaviour Towards Retailing In India: Post Pandemic

Abstract

In this midst of Covid -19 Pandemic during lockdown period from 25 March 2020 consumers were restricted with respective regional area and time period. In such pandemic restricted situation consumers preferred to purchase from convenient stores or Kirana Stores (Mom and Pop Stores) for mostly grocery and food items. The Indian organized retailer has been looked as predator to Kirana Stores survival still not marked its presence in terms of market share. In fact during lockdown demand was high and Kirana stores were matching their best to supply from distributor. The present study has been conducted to understand current service operations of unorganized retail (Kirana Stores) in lockdown restrictions due to Covid-19 Pandemic in Navsari City. The study also finds trend line for organized retail revenue to investigate impact of Covid-19 Pandemic. The qualitative research has been conducted by primary data collected through exploratory open-ended interview method for unorganized sector. The non-probability convenience sampling is used to take sample of 50 Kirana stores in Navsari District. The secondary data of previous six financial year’s revenue respectively studied to find a linear trend line. The R Square value is calculated to know fitness of estimated trend line values with actual data