Understanding Consumer Problems AMID the COVID-19 Pandemic

Description

Page: 619-628

Laveena Jain and Gagandeep Banga (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

This study explores the problems faced by consumers during the COVID-19 pandemic and examines their relationship with demographic profiles. A total of 640 respondents from four districts in Punjab i.e Amritsar, Jalandhar, Ludhiana, and Firozepur across three regions (Majha, Malwa, & Doaba) participated in the survey. Primary data were collected using a structured, non-disguised questionnaire that addressed key demographic variables such as gender, age, education, occupation, income, marital status, and family size, alongside consumer problems like rising costs, affordability issues, difficulties in purchasing on credit, and concerns over the availability of essential goods. The study revealed that financial strain, manifested in rising costs and reduced affordability, was a predominant issue, leading consumers to reconsider their spending habits, prioritizing essential items over luxuries. Other significant concerns included shortages of goods, anxieties surrounding offline shopping, and the overall uncertainty about the future. Factor analysis identified four key dimensions of consumer challenges: Health and Safety Problems, Customer Service and Technical Problems, Economic Problems, and Supply Chain and Availability Problems. Demographic analysis indicated that younger consumers were less concerned about health and safety compared to older adults, who exhibited greater anxiety. Individuals with higher education levels expressed more concern about customer service and economic issues, while retirees primarily highlighted health and safety problems. Interestingly, family income and marital status were not significantly correlated with the issues faced, suggesting that other demographic factors played a more significant role in shaping consumer experiences. The findings underscore the varied nature of consumer problems during the pandemic, with demographic characteristics such as age, education, and occupation influencing perceptions and behaviors. These insights are crucial for businesses and policymakers in understanding consumer needs and formulating strategies to address the ongoing effects of such crises.