International Research Journal of Education and Technology

The goal of this paper is to review the current literature on the impact of COVID-19 on consumer behavior in India – to evaluate the progress of work that has been made to date. Numerous journal repositories were checked and 12 peer-reviewed journal articles from different disciplines were reviewed. Key attributes of each paper were recorded, and a content analysis was carried out. A literature survey showed that not much academic content has been published on the impact as the pandemic has been fairly new, globally. Majority of the researches that are published is by the industry experts.

By reviewing a wide body of literature on a relatively novel and timely topic, this research offers a succinct overview of consumer behavior during the times of COVID-19. This information will assist industry practitioners and academicians in adapting to the recent change in the behavior of the consumers. The academic significance of this research is to extend and advance current research and to fill the void in literature. The practical significance of this study can be very significant and influential for all industries.

In industry, understanding the consumer behavior, is a priority for many companies. Organizations can use this research for coming up with ideas about how to best target the consumers in the times of COVID-19 spread. It is the first paper to review the current literature directly on the effect of COVID-19 on the consumer behavior, in India.

Keywords Consumer behavior, Digital Marketing, COVID-19, Marketing strategy.