A Study on Consumer Buying Behavior towards Branded Apparels at Pandemic Times


Basaveshwar Dhannurkar, Assistant Professor and Research Scholar, Dr. B S Hugar, Professor & Chairman MBA Programme
Faculty of Business Studies Sharnbasva University Kalaburagi, Karnataka, India.


COVID-19 has slowed down sales for businesses across various industries. Especially the apparel brand lies under the non-essentials category. But as the government starts to relax the lockdowns and restrictions, it’s time to get back to business. Although this time, apparel businesses need to be aware of how their consumer’s behavior has evolved during this period. In this article, I am trying to bring what we have learned about the change in consumer behavior and how apparel brand Company can adapt it.