INDIANHOMECAREPRODUCTS:ASTUDYOFCHANGINGCONSUMER BEHAVIOURDURINGCOVID-19

Abstract

The purpose of the study is to understand the impact of the coronavirus disease on consumer behaviour and habits in home care segment, particularly laundry care and surface care. This has been undertaken to identify and understand the aspects of behaviour that are expected to change as a result of habits and perceptions developed during Covid-19 pandemic primarily because of increased importance on hygiene andcleanliness of environment. The research examines consumer behaviour regarding product efficacy, stock piling habits, product up-gradation, preference for adoption of online channels and brand loyalty. The research is conducted by collecting data from 145 respondents. Data has been examined using descriptive statistics and factor analysis. It has been revealed that consumers of both the product categories will be more inclined towards efficiency and product performance. While the consumers are neutral towards stock piling habits post the Covid-19 era, they have responded strongly to product upgradations vis-à-vis category expansion and changed product attributes. The respondents have been positive about switching to online channels for purchase of these products and have been fairly neutral towards maintaining loyalty towards a brandpost the pandemic. In the course of the research, recommendations have been made regarding optimizing packaging of these products to make them suitable for shipping, expanding product portfolio and modifying communication to build greater brand loyalty by being transparent about their operations and specifying on efficacy claims of the products.