Study on the impact of COVID‐19 on the purchase and mental behaviour of Indian consumers during lockdown.

This study surveys the mental behaviour and purchase behaviour of Indian consumers, especially their online purchase behaviour, during a lockdown. Also, it studies their perceptions of job security during a lockdown. Primary data were collected using judgement sampling, and the sample size was 328. Demographic variables such as age, gender, and income affect online purchases in the present study. An increase in the purchase of essentials and hygiene products during COVID‐19 has been observed due to a change in mental behaviour. Government have imposed total lock down and prevented people to come out from their houses which resulted in to uncomfortable position. The theory of fear (Ruiter, et. al., 2001) has been applied to explain the purchase behaviour during COVID‐19 in emerging markets like India. [ABSTRACT FROM AUTHOR]