IMPULSIVE BUYING BEHAVIOR FOR ESSENTIAL GOODS: COVID-19

Purpose: The main objective of the study is to examine the Impulsive buying behavior of consumers for essential goods due to COVID-19. It also reflected the changes that take place in consumer’s behavior based on the current situation. The study highlights the factors that appeals consumers’ to purchase impulsively. The study also provides managerial implications for marketers and the future scope of the study. Design/ methodology/ approach: The study has undertaken a descriptive research design and collected data from 830 consumers. The non-probability sampling technique was used. The data were collected, tabulated and processed through statistical tools SPSS 20.0 and utilized ANOVA and regression analysis to examine the relationship between the constructs and their level of impact. Findings: Results indicate that threat perception and consumer psychology significantly influence impulsive buying behavior. Moreover, panic condition and mass media lead to threat perception. Findings revealed that the income level of consumers influenced impulsive buying behavior. Research limitations: Face to Face interaction cannot accomplish due to lock-down and social distancing. Practical implication: The study provides insights about the variables that might be considered as predictors to understand the impulsive buying behavior and consumer psychology. Originality/value: The research new to its category due to the occurrence of COVID-19 and supplements the somewhat limited researches fetching out on consumer psychology and panic condition that consequently lead to impulsive buying behavior.