An Empirical Study Based on Consumer’s Apparel Purchase Behavior during COVID

Abstract

COVID-19, caused by a novel coronavirus named SARS-CoV-2 was reported in December 2019, which equitably brought the entire world to a standstill, affecting the market, consumer demand, purchase decisions, and the global supply chain. A critical situation pushes human behavior in different directions, and COVID 19 is one such situation that is not normal. To control the spread of disease, all the countries, including India, imposed the lockdown, resulting in market stagnation, economic instabilities, and changes in consumers' purchasing patterns related to various products. The present study investigates the consumers’ behavioral intentions amid COVID-19 in the context of apparel. The present study attempts to identify the clothing preferences of consumers during the pandemic by exploring the factors playing a crucial role while buying clothing during the COVID pandemic, by examining the links between consumer buying behavior of apparel during normal times and in crisis by elaborate literature as well as consumer survey. The research helped understand consumers' clothing type preferences as well as their sources of information on the latest fashion trends during Covid. The researcher also explored other factors that play a crucial role in buying clothing during COVID. The results revealed that online shopping had a positive influence during the pandemic, with social media being the most significant influencer for the latest fashion trends. During the lockdown, “work from home” leads to the comfort factor playing a substantial role while purchasing apparel. Consumer sentiments were also explored in the study, and it was found that consumers visit less to malls and prefer online purchases due to contactless shopping. They enjoy online shopping because of its ease and convenience.