Covid-19 and its impact on retail consumers and changing dynamics of fast moving consumer goods industry Available to Purchase

This study explores the impact of covid-19 on consumer buying behavior and consumption pattern of Indian retail consumers towards Fast Moving Consumer Goods (FMCG) [1] products and the changed dynamics of the FMCG industry. The raging pandemic witnessed a huge change in the lifestyle of the people. This change was not only severe but also a sudden one. The FMCG items are daily usage items that are regularly bought and consumed [1]. These items are usually priced low and bought frequently. Using empirical evidence collected from 150 consumers, the study attempts to analyze and explain the changes in terms of the products consumed in various product categories due to changed conditions forced through by the prevailing pandemic. The study uses simple mathematical techniques to understand the difference in the types of products bought, the buying frequency, the place of purchase, the price implications and the role of promotions. Using Analysis of Variance (ANOVA) it is concluded that significant influence of educational qualification is observed in buying of FMCG items during pandemic.