A recent study conducted by the Indian Institute of Management-Lucknow (IIM-L) has found that nearly 42 per cent consumers stocked chocolates during the lockdown period. This high percentage was seen as a consequence of people’s desire to keep their children content and satisfy cravings for a quick dessert!
Change in consumer demands during lockdown
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The study was conducted by the IIM’s Centre for Marketing in Emerging Economies (CMEE), and it highlighted the shopping habits and lifestyle trends in people during the lockdown period. As 39% people experimented with newer brands in the first phase of lockdown, the number rose to 54% in the second phase, allowing newer brands to position themselves, both in the market and the consumers’ purchase lists.Nearly 75 per cent people stocked rice and 65 per cent stocked wheat flour. In the vegetable category, people stocked up on onions and potatoes that have a longer shelf life compared to green vegetables.
Though the primary focus was food, the demand for health and hygiene products also came to foreground. The consciousness to maintain high sanitary standards grew remarkably as 40% of consumers purchased surplus stocks of personal hygiene products like sanitary napkins, nappies and tissues. This was followed by disinfectants which were brought by 39% consumers and 36% bought cleaning agents in excess. Immunity boosters and nutrient supplements like Vitamin C and gooseberry or amla were also stocked by consumers.
Survey conducted with a pool of 931 people from metro, tier I and II cities, employing various social media platforms also revealed lifestyle patterns and subsequent changes and trends during lockdown.
While 53% spent their time watching television, 45% resorted to online activities and sleeping. Only 24% of those who took the survey said they read books during the lockdown. Approximately, 44% of people said that they invested a lot of time in cooking new dishes while 20% took to meditation and prayers.
The study was conducted under the guidance and leadership of Professor Satya Bhushan Dash, who said, “We are seeing a new normal. Health and hygiene as well as concern for family well-being, including spending quality time with them, will become habits. Marketers will do well to adopt strategies that address these core needs.”
Knock Knock
The lockdown has brought with itself changes that have altered the consumer behaviour and even though people pray for the situation to restore as soon as possible, the ordeal of re- adjusting to daily life looms over many individuals.
With inputs from IANS
