A STUDY ON THE IMPACT OF COVID-19 PANDEMIC ON THE ONLINE BUYING BEHAVIOUR OF CONSUMERS

ABSTRACT

As a developing country, we are embracing new technologies while keeping our customers in mind. However, the covid- 19 pandemic had a significant impact on the entire country. The people's ability to satisfy their needs and desires would be harmed by the unexpected shutdown. The streets are deserted, and the stores are closed. As a result, individuals are adopting new technology, virtual platforms, and social media engagement. They make their purchases using an e- commerce platform. Each customer's perception and online buying behavior are likewise monitored by the companies. With the use of the relative importance index, we are analyzing how social media, advertisements, celebrities, and other factors are influencing consumers' online buying behavior during the covid-19 outbreaks.