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1. IMPACTOF
COVID-19ON
CONSUMER
BEHAVIOR

2. RESEARCHMETHODOLOGY
ResearchDesign
Geography
Thesurveywasadministeredwith3075
audienceacrossdifferentagebandsto
understand the change in behavior
among them with respectto the
Covid-19pandemic.
OnlineMethod-
Quantitative
MarketXceladoptedcomputerassisted
web interviewing (CAWI)module to
conducttheinterviews.Theweblinkwas
sharedwiththetargetrespondentsand
theywererequestedtotakepartinthe
survey through self administered
questionnaire.Postthesurvey,responses
gotgotuploadedintheserveranddatawas
analyzed.
ThesurveywasconductedpanIndia,
representingallthe4zonestogeta
geographicrepresentationofthecountry
asawhole.

3. DEMOGRAPHICS
TounderstandtheperspectiveandthechanginglifestyleduetoCovid,weatMX
conducted3075interviewsacrossthefourzonesofthecountry.Thesurveywas
conductedpanIndiatargetedatrespondentsabove18yearsofage.Therepresentation
isthenaturalfall.However,therearesubstantialnumbersineachcelltodrawvalid
conclusions.
MALE
FEMALE
N=3075
FIGIN%
N=355 N=1419 N=962 N=284 N=55

4. ACTIVITY
CHART

5. INVOLVEMENTINDIFFERENT
ACTIVITIES
Q)Duringthislockdownphase,approx.howmuchtimedidyoudevoteforeach
activityonadailybasis?
N=3075
FiginHours
Onanaverage,peoplearedevoting5.5hoursperdayfortheirofficeworkfollowedbyspending
timewithfamily,personalpursuitsfollow howeverataggregatelevelstheytakethemaximum
shareoftime.
Officework
fromhome
Watching
tv
SocialMedia/
SurfingInternet
Live
Streaming
Spendingtime
withfamily/
playinggames
Doing
housework/
cooking
GENDERSPLIT MALE FEMALE
N=1903 N=1172
5.5
5.4
2.7
3.0
3.0
3.2
3.6
2.6
4.0
4.2
3.5
2.5
5.5
2.9
3.2
2.6
4.1
2.9
Office
Workfromhome
WatchingTV
SocialMedia/
SurfingInternet
LiveStreaming
SpendingTime
withFamily
Doinghousehold
work/cooking

6. INVOLVEMENTINDIFFERENT
ACTIVITIES
Q)Duringthislockdownphase,approx.howmuchtimedidyoudevoteforeach
activityonadailybasis?
N=3075
FiginHours
Officeworkfromhome
WatchingTV
Socialmedia/surfinginternet
Livestreaming
Spendingtimewithfamily/
playinggames
DoinghouseholdDoinghouseholdwork/
cooking 18-25Years
N=355
26-35Years
N=1419
36-45Years
N=962
46-55Years
284
>55Years
N=55
1.22 9.88 7.21 7.12 1
3.06 2.95 2.98 2.93 2.78
3.67 3.36 3.06 2.75 2.62
2.99 2.65 2.43 2.39 2.15
4.12 4.2 4.04 3.78 3.49
2.95 2.91 2.9 2.59 2.4
Themillennialsarestillworkingfor9-10hoursinadaytofulfilltheirprofessionalcommitments,
followedbymidlevelexecutiveswhoaredevoting7hoursonanaveragetowardstheirwork.
TeensarespendingmoretimeonwatchingTVandsurfingnet/socialmedia.Thelockdownhas
giedeverybodytheirownshareoffamilytime
Agewisesplit

7. FREQUENCYOFACTIVITIES
DURINGLOCKDOWN
Q)Pleasesaywhetherthefrequencyofdoingtheseactivitieshaschanged/
remainedthesameoverpast5weeks’time(duringthelockdownsituation)as
comparedtotheprelockdownphase.Codefromthegridbelow.
N=3075
Figin%
Spendingqualitytimewithfamily,rejoicingoldfavoritesinTVandsurfinginternetareperhapsthebest
antidotestotoday’sstresswhenthecountryislockeddownonaccountofapandemic.Thefrequencyof
theseactivitieshaveincreasedfor70-80%duringthelockdownphase.
DECREASEDURINGLOCKDOWN
INCREASEDURINGLOCKDOWN
7%
5%
10%
4%
5% 68%
82%
53%
71%
74%
WATCHING TV
SOCIALMEDIA/
SURFING INTERNET
LIVESTREAMING
SPENDING TIMEWITH FAMILY/
PLAYING GAMES
DOING HOUSHOLD
WORK/COOKING

8. FREQUENCYOFACTIVITIES
DURINGLOCKDOWN
Q)Pleasesaywhetherthefrequencyofdoingtheseactivitieshaschanged/
remainedthesameoverpast5weeks’time(duringthelockdownsituation)as
comparedtotheprelockdownphase.Codefromthegridbelow.
N=3075
Figin%
Male
N=1903
Female
N=1172
Frequencyofindulgingacrossentertainmentforumsincludinghouseholdactivitiesisontherise
forbothmenandwomen.
Increasedduringthelockdownphase Decreasedduringthelockdownphase
WatchingTV
Socialmedia/
Surfingtheinternet
Livestreaming
Spendingtimewith
family/playinggames
Doinghousehold
work/Cooking

9. DIFFERENTACTIVITIESSTATUS
POSTLOCKDOWN
Q)Pleasesaywhetherthefrequencyofdoingtheseactivitieshaschanged/
remainedthesameoverpast5weeks’time(duringthelockdownsituation)as
comparedtotheprelockdownphase.Codefromthegridbelow.
N=3075
Figin%
Thetrendisconsistentacrossagebandsandactivities,whichshowsincreaseinindulgenceduring
thelockdownperiodbyahugemajority.Thetradeoffiswithoutingsandmoretimeatdisposal.
Increasedduringthelockdownphase Decreasedduringthelockdownphase
WatchingTV
Socialmedia/
Surfingtheinternet
Livestreaming
Spendingtimewith
family/playinggames
Doinghousehold
work/Cooking
18-25Years
N=355
26-35Years
N=1419
36-45Years
N=962
46-55Years
N=284
>55Years
N=55

10. THENEW
NORMAL

11. FEARTODEALWITH
POSTLOCKDOWN
Q)Whichisyourbiggestfearthatyouthinkyouwillhavetodealwithinthepost
lockdownsituation?RankTop3inorderofimportance,Rank1tothemostimportant
factorandsoon…MC
N=3075
Figin%Topmostfear
36 20 13 12
Fearofjobloss/layoffs Financialburden–will
havetostrugglewithpay
cuts/nosalary
Children’seducation
takingahit–noclarityon
resumptionofclasses/
exams
Uncertainfuture
Financialcrisishasovershadowedthehealthhazardsforthetimebeing.It’sthefearofjob/pay
cuts/nosalarythatoccupiesthemindalongwithchild’seducation.
Willbedifficulttomanage
thehealthissues/needs
Willhavetosetbudgetwith
respecttoonlyessentialitems
Willbedifficulttomeetthe
currentstandardofliving
Willhavetopostpone
manyplansduetocash
crunch
Careergrowthwillbe
stagnant,asmostcompanies
willfreezerecruitments
Holidays/Leisuretravelwill
takeabackseat
4 4 3 3
3 1

12. FEARTODEALWITHPOST
LOCKDOWN
Q)Whichisyourbiggestfearthatyouthinkyouwillhavetodealwithinthepost
lockdownsituation?RankTop3inorderofimportance,Rank1tothemostimportant
factorandsoon…
N=3075
Figin%
Fearofjobloss/layoffs
Financialburden–
willhavetostrugglewith
paycuts/nosalary
Children’seducation
takingahit–noclarityon
rresumptionofclasses/exams
Uncertainfuture
Willbedifficulttomanage
thehealthissues/needs
Willhavetosetbudget
withrespecttoonlyessential
items
WWillbedifficulttomeetthe
currentstandardofliving
Willhavetopostponemany
plansduetocashcrunch
Careergrowthwillbestagnant,
asmostcompanieswillfreeze
recruitments
HolidaHolidays/Leisuretravelwilltake
abackseat
Male
N=1903
Female
N=1172
18-25Years
N=355
26-35Years
N=1419
36-45Years
N=962
46-55Years
N=284
>55Years
N=55
38 33 45 37 34 27 25
21 19 17 20 20 26 13
11 15 12 12 15 11 11
11 12 10 11 12 17 18
4 4 2 4 4 5 2
3 5 2 4 3 5 11
3 4 2 3 3 4 9
3 2 2 3 3 2 4
3 4 4 4 3 1 2
2 2 2 2 1 2 5

13. STOCKINGDYNAMICS
Q)Whicharethemajoritemsthatyouarestockingatpresentunlikeyournormal
behavior?
Duetotheworryaboutthescarcityofthesupplies,peoplestartedpanicbuying,81%ofthepeople
havestockedthegroceryitemsfollowedbymedicineandpersonalcareitems.
N=3075
Figin%
TOP3ITEMS
GROCERY
ITEMS81%
MEDICINES
60%
PERSONAL
CAREITEMS
38%
DOWNTHELADDER
READYTO
EATMEALS
23%
POULTRY/
FISH/MEAT
9%
NEXTINLINE
DAIRY
PRODUCTS
31%
FRUITS
29%
BABYCARE
ITEMS24%

14. TRENDWITHRESPECTTO
ONLINESHOPPING
Q)Wouldyousaythatonlinepurchasingwillincrease/decrease/remainthesamein
thecomingdays(postlockdownphase)?
Willincrease
Willremainthesame
Willdecrease
Male
N=1903
Female
N=1172
18-25years
N=355
36-45years
N=962
46-55years
N=284
>55years
N=55
26-35years
N=1419
Contactlesspurchaseandsocialdistancingarethenewnormsthatpeoplearelivingwith.Itisbeing
inferredthatpeopleareplanningtogoonlineshoppingmorepostlockdown.Postlockdownhas
witnessedachangeinthebuyingbehaviorwithmajorityofrespondentspreferringtoswitchto
onlinemoderatherthantraditionalshopping(visitingkiranastore).
N=3075
Figin%

15. INANUTSHELL…
ThespreadofCOVID-19andthelockdownhasmadeenormousunsettlinginfluencetothelivesof
billionsofpeopleacrosstheglobe.Theeffectofthepandemicisunprecedented.Itischangingthe
consumptionpatternsofpeopleandisalteringtheconsumerbehavior.
Onanaverage,peoplearedevoting5.5hoursperdayfortheirofficeworkathome;followedby
spendingqualityandquantitytimewithfamily.Femalesaremoreoccupiedwithhouseholdworkthan
theirmalecounterparts.TeensarespendingmoretimeonwatchingTVandsurfingnet/socialmedia.
Thelockdownhasgiedeverybodytheirownshareoffamilytime.
SpendingSpendingqualitytimewithfamily,rejoicingoldfavoritesinTVandsurfingtheinternetareperhapsthe
bestantidotestothestressesoftodaywhenthecountryislockedintostaveoffapandemic.
Peoplehaveclearlydemarcatedbetweenessentialandnonessentialcommodities.Groceryitems
andhealthcarewillseeasurgewithrespecttooverallexpense,whichareconsideredasanecessity,
whereasentertainmentandlifestylebudgetwilldefinitelygodown.
Duetotheworryaboutthescarcityofthesuppliespeoplestartedpanicbuying,81%ofthepeople
havestockedthegroceryitemsfollowedbymedicineandpersonalcareitems.
CContactlesspurchaseandsocialdistancingarethenewnormsthatthepeoplearelivingwith.Post
lockdownwillwitnessachangeinthebuyingbehaviorwithmajorityofrespondentspreferringto
switchtoonlineshoppingmoderatherthantraditionalshopping(visitingkiranastore).