Consumer Buying Behavior Of Groceries House Hold Products Through Digital Marketing In The Lockdown Period With Special Reference To Chennai City

Abstract

Considering the temporary closure of many food-away-from-home establishments, consumer expenditure on groceries during the COVID-19 pandemic has increased. While grocery shopping is an essential activity, not much is known about the dynamic relationship of the COVID-19 pandemic to the behavior of grocery shoppers. Hence the research study focuses on consumer behavior towards groceries house hold products through digital marketing platform in the lockdown period with special reference to Chennai city. In this context the researcher has made a structured questionnaire and collected 100 respondents from research area and analyzed weighted average, weighted average rank, standard deviation and anova . The research study mainly attempts to know the customer behavior during the pandemic due to full lock down and there will be drastically changes on online shopping determined by the present researcher the changes will create competitive benefits for emerging firms.