• IMPACT OF ONLINE MARKETING ON CONSUMER’S PERCEPTION AND BUYING BEHAVIOUR DURING COVID-19 PANDEMIC

Dr. Budheshwar Prasad Singhraul and Dr. Vanita Kumari Soni

Abstract:
India has world's second largest population with diverse geography and has variety of cultures, rituals and norms prevailing in the society. Indian economy is dependent on traditional as well as modern industrial sectors. To avoid the spread of COVID-19 infection across the nation, the Government decided to lockdown the entire nation after understanding the pros and cons, which affected the nation’s economy. With regards to these, online marketing proved to be the most important platform for buying and selling of products and services. The main objective of the research paper is to study the consumer’s perception and buying behaviour during COVID-19. The study reveals that the age, gender, marital status and the family size of the consumers greatly influence the buying behaviour of the consumer through digital platform (online marketing).