Impact of COVID-19 on unorganized Indian retail markets
-
DOIhttp://dx.doi.org/10.21511/im.17(3).2021.08
-
Article InfoVolume 17 2021, Issue #3, pp. 99-108
- Cited by
- 2382 Views
-
764 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
As informal workers struggle to survive the current crisis, there is reason to believe that more strain would also be exerted on the already fragile sector in the post-crisis era. The implications of the COVID-19 outbreak for the informal economy will continue. Faced with a long crisis, the global economy would likely shrink demand for informal goods and services. The primary goal of this paper is to study consumer behavior during the pandemic, investigate government-implemented Standard Operating Procedures (SOPs) for the unorganized retail sector, and determine if consumers prefer to have goods delivered to their homes rather than visit retail stores. This paper collected information from a number of Indian customers who made unorganized retail transactions in New Delhi and NCR Region. The sample was taken from 700 citizens of New Delhi, India. The study found that product variety, digital payment, scheduling, free delivery and lower speed have a significant effect on customer behavior. In addition, SOPs do not influence consumer behavior. The main reasons for choosing a specific channel are simple availability, security, less hassle, and compliance with all laws. The pandemic led to a renewed trust in the local Kirana shop, with new clients visiting metro and non-metro shops locally. The system in Kirana has changed from physical sales to digital aviation because of the pandemic.
- Keywords
-
JEL Classification (Paper profile tab)M31, M39, L26
-
References26
-
Tables6
-
Figures1
-
- Figure 1. Regression model
-
- Table 1. Respondent profile
- Table 2. KMO and Bartlett’s Test
- Table 3. Factor loading
- Table 4. Reliability and validity
- Table 5. Model fit
- Table 6. Regression results
-
- Ashu, N., & Bineet, S. (2017). Challenges faced by Indian Organised Retail outlets: A descriptive study of Delhi / NCR. International Journal of Management and Applied Science, 3(9).
- Blankson, C., & Kalafatis, S. P. (2004).The development and validation of a scale measuring consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Management, 20(1-2), 5-43.
- Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
- D. Khaled, A. S., Ahmed, S., Khan, M. A., Al Homaidi, E. A., & Mansour, A. M. D. (2021). Exploring the relationship of marketing & technological innovation on store equity, word of mouth and satisfaction. Cogent Business & Management, 8(1), 1861752.
- De Vellis, J. C. (2003). Patenting industry standards: balancing the rights of patent holders with the need for industry-wide standards. AIPLA QJ, 31, 301.
- Fried, Y., & Ferris, G. R. (1987). The validity of the job characteristics model: A review and meta-analysis. Personnel Psychology, 40(2), 287-322.
- Gronemus, J. Q., Hair, P. S., Crawford, K. B., Nyalwidhe, J. O., Cunnion, K. M., & Krishna, N. K. (2010). Potent inhibition of the classical pathway of complement by a novel C1q-binding peptide derived from the human astrovirus coat protein. Molecular Immunology, 48(1-3), 305-313.
- Hair Jr, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I-method. European Business Review, 28(1), 63-76.
- Hogan, T. P., Benjamin, A., & Brezinski, K. L. (2000). Reliability methods: A note on the frequency of use of various types. Educational and Psychological Measurement, 60(4), 523-531.
- Khaled, A. S., Ahmed, S., Yahya, A. T., & Farhan, N. H. (2020). The role of innovation on Indian retail industry. International Journal of Business Innovation and Research, 23(4), 435-452.
- Kimberlin, C. L., & Winterstein, A. G. (2008). Validity and reliability of measurement instruments used in research. American Journal of Health-System Pharmacy, 65(23), 2276-2284.
- Nunnally, J. (1967). Psychometric methods. New York: McGraw-Hill Book Company.
- Roberts, B. (2020). How Retailers are Adapting to Consumer Behavior in Lockdown. License Global.
- Roggeveen, A. L., & Sethuraman, R. (2020). How the COVID-19 Pandemic May Change the World of Retailing. Journal of Retailing, 96(2), 1691-171.
- Menaga, G. B., & Chinnadorai, K.M. (2017). Retail in India. International Journal of Engineering Development and Research, 5(1).
- Patil, B. (2020). Impact of Covid 19 Pandemic on Consumer Behaviour.Mukt Shabd Journal, IX(V).
- Pantano, E. (2020). Competing during a pandemic? Retailers ups and downs during the COVID-19 outbreak. Journal of Business Research, 209-213.
- Reise, S. P., Waller, N. G., & Comrey, A. L. (2000). Factor analysis and scale revision. Psychological Assessment, 12(3), 287.
- Sagala, C., Destriani, M., Putri, U. K., & Kumar, S. (2014). Influence of promotional mix and price on customer buying decision toward fast food sector: a survey on university students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. International Journal of Scientific and Research Publications, 4(1), 1-7.
- Singh, A. (2020). Retail still to get over the lockdown. The Week.
- Tobias, S., & Carlson, J. E. (1969). Brief report: Bartlett’s test of sphericity and chance findings in factor analysis. Multivariate Behavioral Research, 4(3), 375-377.
- Vashisht, A., Wadhwa, B., & Kanshauppal, A. (2012).Attitude towards green marketing. In National Conference on Emerging Challenges for Sustainable Business held at INMANTEC Business School in Ghaziabad (pp. 1163-1174).
- WARC. (2020). Despite shift in APAC shopping behaviors preference for offline retail persists.
- V Rajesh. (2020). What will shopping look like after COVID-19? Business Line on Campus.
- Varun, J. (2020). Majority of consumers not excited to shop post lockdown: Survey. Retail.com.
- Vakharia, S. (2020). Will India’s retail industry survive the COVID 19 lockdown? Retail.com.