IMPACT OF COVID-19 PANDEMIC ON CONSUMER BUYING BEHAVIOR: EVIDENCE FROM JALALABAD, AFGHANISTAN

Abstract

The purpose of this study is to investigate the effect of COVID-19 factors on consumer behavior. The study examines the effect of economic affordability, lifestyle change, COVID-19 fear and health fear on consumer purchase behavior. For this purpose, a self-administered survey questionnaire was distributed among 300 consumers is different shopping store, universities and private sector organization using convenience sampling. The data was then analyzed by applying different statistical techniques, such as descriptive, correlation and regression analysis using SPSS 23 software. The finding of the study revealed that COVID-19 related factors have a significant effect on consumer purchase behavior. The economic affordability, COVID-19 fear and health fear has a negative effect on consumer purchase behavior. Whereas, lifestyle change has positive and significant effect on consumer purchase behavior. The study concludes, that pandemic like COVID-19 has had direct and indirect effects on lifestyles, purchasing power, desires, and the general consumption of goods and services. This shift in consumer behavior negatively impacts the purchase intentions of consumers.