ANALYSIS OF CONSUMER SPENDING BEHAVIOUR ON ESSENTIAL SANITATION PRODUCTS DURING AND POST COVID-19 AND THE FACTORS INFLUENCING IT

Abstract

The Corona Virus outbreak had an enormous impact on consumer behaviour across the whole globe, in terms of sanitary products and hygeine. The products such as face masks, hand sanitizers, hand wash, disinfectants and personal protective equipments (PPEs), which were earlier used sporadically now became a necessity in time of the pandemic. This study, “Analysis of Consumer Spending Behaviour on Essential Sanitation Products During and Post COVID-19 and the Factors Influencing it” is focused on examining the alterations and changes in spending done by consumers during and after the COVID pandemic along with finding out the major factors which are mostly responsible for such changes. The central purpose and objective of the study was to examine various differences in the patterns of buying by consumers and their intentions for future usage. This study intended to explore the awareness, income effects , price sensitivity, and health risks on the spending on hygeine and sanitation products. It also intended to examine whether the hygiene practices emerged into continuous behaviour post COVID. An exploratory mixed method was adopted to conduct this research. Structured questionnaire was used for data collection. The total number of respondents were 141 from different regions of India and majority were students ranging in the age bracket of 17-25 years. The survey collected the data which focused on purchase behaviour, price perceptions, patterns of usage, and intention of future usage towards sanitation products. Various statistical tools like Repeated Measures ANOVA, Chi - Square Test of Independence, and Independent Samples T-Test were applied in evaluating the changes in behaviour. Conclusion of the study suggests that due to the COVID-19 pandemic, there occurred a major rise in the expenditure and consumption of sanitary products. The frequency of purchase for products such as face masks, hand washes, hand sanitizers and disinfectants increased during the pandemic phase. Consumers showcased panic buying behavior, along with increasing awareness of health, led to a spike in purchasing patterns for face masks and sanitizers on both daily and weekly basis. Additionally, it was discovered in the study that the income level is one of the key factors in influencing the purchasing behaviour of consumers with regards to the sanitation products. Consumers having high levels of income showed greater purchase frequency and they continued to spend more on hygiene products even after the pandemic. In comparison, consumers having lower income spent lesser on sanitation products due to sensitivity to price and affordability factors.