IMPACT OF COVID-19 LOCKDOWN ON THE CONSUMER BEHAVIOUR OF PEOPLE: TRACES FROM KERALA
Authors : Libi K CAbstract
The study aims to analyse the impact of COVID-19 lockdown on the consumer
behaviour of people in Kerala. Initially, the COVID-19 disease was seen only in
international travellers and it gradually spread among the population of Kerala which
is having a large number of NRIs working abroad. Since the spread of disease could
be controlled primarily through social distancing and to prepare the entire system for
the unprecedented situation, India also enforced a national lockdown from 24th
March 2020 to 31st May 2020 in different phases including that of Kerala state. All
the business establishments and public transport systems were closed during this
period except those meant for emergency services. Shops catering to food, grocery
items and medical shops were only allowed to function. All the social gatherings
including marriage functions, religious gatherings and other entertainments that
involved gatherings were banned or restricted. The study is undertaken to examine
how the COVID-19 lockdown has influenced the consumer behaviour of people in
Kerala and to analyse the challenges faced by consumers in the lockdown and post-
lockdown scenario. A systematic random sampling of 53 samples across South,
Central and North Kerala was selected for the study. The study found out that even
though the income of consumers declined, their saving has increased. Consumers
have postponed consumption and there is much increase in digital payments. It is
further found that whatever changes the consumers have made during the COVID-19
lockdown are going to continue in the post-lockdown scenario also.
Key words: COVID-19 pandemic, Consumer Behaviour, Lockdown.
