Tejinder Sharma, Department of Commerce, Kurukshetra University, Kurukshetra (India)

COVID-19 pandemic is one of the most unprecedented event in the human history as its impact is truly global, impacting each and every facet of human existence. In this turbulent scenario, education has witnessed a major disruption throughout the world. Online teaching has been construed as switching over to the online platforms to deliver the lectures, which is a good stop-gap arrangement. If it has to be ingrained into the system, then it has to be blended with the operations. Academic leadership catering to vast majority of the resource deficit population needs to take measures to bridge the digital and knowledge divide and the real change will come with bottom-up empowerment.

On the consumption front, there is a notable change in the consumers’ purchasing behaviour and some of this change is likely to be permanent. the economic uncertainty and instability has fostered transformation in consumer behaviour and there is sustained focus on value and frugality. Crisis has also generated interest into spiritualism and the consumers are revisiting the traditional wisdom, which might influence their thinking and behaviour in the days to come. Consumer research shows that about two-third of the consumers may shift back to normal purchase soon after the pandemic while a few others who have experienced loss of employment of reduction of their incomes will economize on their purchasing. Marketers need to account for this shift in their strategy and need to develop the products and their marketing campaigns to accommodate these trends.

Keywords:  Online Teaching, Consumer research,  frugality, value buying, bottom-up empowerment

Suggested citation: Sharma, T. (2020). Dynamics in academics and consumer research in post-COVID 19 scenario. Skyline Business Journal. 16(1), pp 81-85. DOI: https://doi.org/10.37383/SBJ160108 

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Tejinder Sharma, Department of Commerce, Kurukshetra University, Kurukshetra (India)

Sharma, T. (2020). Dynamics in academics and consumer research in post-COVID 19 scenario. Skyline Business Journal. 16(1), pp 81-85. DOI: https://doi.org/10.37383/SBJ160108