• Kirti Verma

The study focus primarily on understanding the ever changing consumer buying behaviour towards online shopping in India to know the reasons behind the changing buying pattern of the consumers while shopping online amidst pandemic. This work has been successfully accomplished with the help of referring to the various networking sites and prior studies that offer a descriptive account of information and data regarding the topic of the research study. Thus, the study basically attempts to explore the factors responsible for particular behaviour of the consumer while deciding to purchase online during COVID-19 period. The major findings from the research are associated with the purpose of this study which is mainly to identify and get insights into what main factors the online consumers takes into consideration when purchasing a particular goods and services. On the basis of the findings, conclusion is drawn as well as numerous suggestions were offered that will be beneficial to both consumers and e- retailers. The guidelines will help enhance the knowledge and awareness of consumers when shopping online during COVID-19. As a result, retailers will be able to identify the needs of the consumers and will work towards the problems faced by consumers thereby improving their marketing strategies to fulfil their consumers requirements.

Consumer buying behaviour, COVID-19, online shopping.

"Understanding Consumer Buying Behaviour towards Online Shopping: Amidst COVID-19", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 1, page no.c778-c782, January-2023, Available :http://www.jetir.org/papers/JETIR2301297.pdf

"Understanding Consumer Buying Behaviour towards Online Shopping: Amidst COVID-19", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 1, page no. ppc778-c782, January-2023, Available at : http://www.jetir.org/papers/JETIR2301297.pdf