MDIM Journal of Management Review and Practice
issue front

Venkatesh B. Iyer1,2 and Vibha Verma1

First Published 11 Oct 2023.
Article Information Volume 1, Issue 2 September 2023
Corresponding Author:

Venkatesh B. Iyer, International School of Business & Media, Bengaluru, Karnataka 562132, India.

International School of Business & Media, Bengaluru, Karnataka, India
Current affiliation: Regional Manager, The Hindu

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed. 


The COVID-19 pandemic has significantly affected the thought process of all consumers all over the world. Many consumers are preferring online shopping and digital payments over traditional methods. To remain competitive, businesses had to adapt to these changes and cater to the demands of consumers. This study investigates the impact of the pandemic on consumers and how firms in India have adjusted to the changes. The authors adopted the Preferred Reporting Items for Systematic Reviews and Meta-analysis (PRISMA) method to analyse the literature. The study was conducted using Google Scholar to find research works published from January 2020 to December 2022. The articles selected from PRISMA were analysed and peculiar observations have been reported. The consumers are shifting towards online shopping, but traditional methods of shopping have their own place. Therefore, the shift from online to offline is not permanent for all the consumers.


Literature review, consumer behaviour, pandemic, online shopping, India


Anubha Narang, D., & Jain, M.K. (2022). Stockpiling during COVID-19: The solicitation of the stimulus–organism–response model. Vision.

Chauhan, V., & Shah, M.H. (2020). An empirical analysis into sentiments, media consumption habits and consumer behaviour during the coronavirus (Covid-19) outbreak. Purakala, 31(20), 363–378.

Cruz-Cardenas, J., Zabelina, E., Guadalupe-Lanas, J., Palacio-Fierro, A., & Ramos-Galarza, C. (2021). Covid-19, consumer behaviour, technology and society: A literature review and bibliometric analysis. Technological Forecasting and Social Change, 173, 121179.

Das, D., Sarkar, A., & Debroy, A. (2022). Impact of Covid-19 on changing consumer behaviour: Lessons from an emerging economy. International Journal of Consumer Studies, 46(3), 692–715.

Dennis, C., Merrilees, B., Jayawardhena, C., & Wright, L.T. (2009). E-consumer behaviour. European Journal of Marketing, 43(9/10), 1121–1139.

Dinesh, S., & Muni Raju, Y. (2021). Scalability of e-commerce in the COVID-19 era. International Journal of Research—GRANTHAALAYAH, 9(1), 123–128.

Ewe, S.Y., & Ho, H.H.P. (2022). Transformation of personal selling during and after the COVID-19 pandemic. In A. O. J. Kwok M. Watabe & S. G. M. Koh (Eds.), COVID-19 and the evolving business environment in Asia: The hidden impact on the economy, business and society (pp. 259–279). Springer.

Gao, F., & Su, X. (2017). Online and offline information for omnichannel retailing. Manufacturing and Service Operations Management, 19(1), 84–98.

Goswami, S., & Chouhan, V. (2021). Impact of change in consumer behaviour and need prioritisation on retail industry in Rajasthan during COVID-19 pandemic. Materials Today: Proceedings, 46, 10262–10267.

Gretzel, U., Fesenmaier, D.R., & O’Leary, J.T. (2006). The transformation of consumer behaviour. In D. Buhalis and C. Costa (Eds.), Tourism business frontiers (pp. 9–18). Routledge.

Grewal, D., Jankiraman, R., Kalyanam, K., Kannan, P.K., & Ratchford, B. (2010). Strategic online and offline retail pricing: A review and research agenda. Journal of Interactive Marketing, 24(3), 138–154.

Grundey, D. (2009). Consumer behaviour and ecological agri-business: Some evidence from Europe. Economics & Sociology, 2(1a), 157–170.

Gupta, R., Nair, K., & Radhakrishnan, L. (2021). Impact of Covid-19 crisis on stocking and impulse buying behaviour of consumers. International Journal of Social Economics, 48(12), 1794–1809.

Ichim, C. (2010). The Great Depression and the current crisis: Brand related attitudes. Studies and Scientific Researches Economics Edition, (15), 373–379.

Jisana, T. (2014). Consumer behaviour models: An overview. Sai Om Journal of Commerce & Management, 1(5), 34–43.

Khan, M.R., Sikandar, M., Kazi, R., & Sikandar, A. (2021). A study of changing consumer behaviour of four metro cities in India during COVID-19 pandemic. Wesleyan Journal of Research, 13(57), 81–92.

Kotler, P., & Keller, K.L. (2017). Marketing management. Pearson.

Kumar, R., & Abdin, M.S. (2021). Impact of epidemics and pandemic on consumption pattern: Evidence from Covid-19 pandemic in rural-urban India (Vol. 5). Emerald Publishing Limited.

Kumar, S., & Maan, S. (2014). Status and scope of online shopping: An interactive analysis through Literature Review. International Journal of Advance Research in Computer Science and Management, 2(12), 100–108.

Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer behaviour during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending on the role of the media in influencing behaviour. Journal of Risk and Financial Management, 13(8), 166.

Manyiwa, S. (2002). Determining linkages between consumer choices in a social context and the consumer’s values: A means–end approach. Journal of Consumer Behaviour, 2(1), 54–70.

Nikbin, D., Iranmanesh, M., Ghobhakloo, M., & Foroughi, B. (2022). Marketing mix strategies during and after Covid-19 pandemic and recession: A systematic review. Asia-Pacific Journal of Business Administration, 14(4), 405–420.

Patil, G.R., Dhore, R., Bhavathrathan, B., Pawar, D.S., Sahu, P., & Mulani, A. (2022). Consumer responses towards essential purchases during COVID-19 pan-India lockdown. Research in Transportation Business and Management, 43, 100768.

Perera, K.J.T., Fernando, P.I.N., Ratnayake, R.M.C.S., & Udawaththa, U.D.I.C. (2021). Consumer behaviour within the Covid-19 pandemic a systematic review. International Journal of Research and Innovation in Social Science (IJRISS), 5(12), 806–812.

Perriman, H.E., Ramsaran-Fowdar, R.R., & Baguant, P. (2010). The impact of the global financial crisis on consumer behaviour. The Annual London Business Research Conference, Brisbane, UK (Vol. 14).

Satish, K., & Manivannan, A.S.R. (2021). COVID-19 is driving fear and greed in consumer behaviour and purchase pattern. South Asian Journal of Marketing, 2(2), 113–129.

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280–283.

Sheth, J.N., Newman, B.I., & Gross, B.L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170.

Smith, A.D., & Rupp, W.T. (2003). Strategic online customer decision making: Leveraging the transformational power of the Internet. Online Information Review, 27(6), 418–432.

Timotius, E., & Octavius, G.S. (2021). Global changing of consumer behaviour to retail distribution due to Pandemic of Covid-19. A systematic review. Journal of Distribution Science, 19(11), 69–80.

Valaskova, K., Kramarova, K., Bartosova, V.J.P.E. & Finance. (2015). Multi criteria models used in Slovak consumer market for business decision making. Procedia Economics and Finance, 26, 174–182.

Veeragandham, M., Patnaik, N., Tiruvaipati, R., & Guruprasad, M. (2020). Consumer buying behaviour towards e-commerce during COVID-19. International Journal of Research in Engineering, Science and Management, 3(9), 78–82.

Veiga, P.M., & Diogo, J. (2022). Consumer behavior: A literature review of the early research on the COVID-19 outbreak. International Journal of Marketing, Communication and New Media (11).

Verma, M., & Naveen, B. (2021). COVID-19 impact on buying behaviour. Vikalpa, 46(1), 27–40.

Wood, W., & Neal, D.T. (2009). The habitual consumer. Journal of Consumer Psychology, 19(4), 579–592.

Make a Submission Order a Print Copy