• Dr.Reena Shyam
• Dr.A Abirami

ABSTRACT The purpose of this paper is to assess the impact that the Covid -19, the epidemic has on the consumption behavior of consumers and to suggest some changes in marketers’ strategies to sustain in the long run despite consumer panic about the corona crisis. Design/methodology/approach – Findings were derived by analyzing both secondary and primary data. Information from newspapers, academic journals as well as reports, briefs, and presentations were analyzed. A questionnaire was designed to investigate the impact of Covid – 19 on buyers and to understand changes in their mindset during these times. Findings – Provides information on how consumers have altered their consumption and buying habits to deal with Covid – 19.Research implications – The paper concentrates on the sustainable marketing strategies that can be adopted by marketers by aligning their messages and market mix in line with consumer panic during times of corona virus fear. Practical Implications – Brands in today’s world have a major role & responsibility to play, especially in times of public health challenges like the current CoV crisis. Brands which communicate factually and with empathy at this time have the chance to resurface from the crisis with deeper consumer and customer connection. This paper therefore provides an insight on how marketers should develop strategies taking into consideration the corona pandemic and its impact on consumer behavior, media consumption and the use of social platforms so that they can reconsider how they relate to consumers. This paper summarizes and offers strategic tips to marketers to remain relevant and overcome the future crisis with suitable strategies.

Consumer Behavior , Covid -19, consumer mind set, marketing strategy

"MARKETING IN THE AGE OF CORONA VIRUS - UNDERSTANDING THE CONSUMER MINDSET FOR EFFECTIVE MARKETING STRATEGIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 4, page no.1015-1021, April-2020, Available :http://www.jetir.org/papers/JETIR2004137.pdf

"MARKETING IN THE AGE OF CORONA VIRUS - UNDERSTANDING THE CONSUMER MINDSET FOR EFFECTIVE MARKETING STRATEGIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 4, page no. pp1015-1021, April-2020, Available at : http://www.jetir.org/papers/JETIR2004137.pdf