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ZENODO
Article . 2026
License: CC BY
Data sources: ZENODO
ZENODO
Article . 2026
License: CC BY
Data sources: Datacite
ZENODO
Article . 2026
License: CC BY
Data sources: Datacite
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Indian Consumer Trends In The Post-COVID Economy: Evidence, Mechanisms, And Managerial Implications

Authors: Minora Amber Kinny; Pritama Devi;

Indian Consumer Trends In The Post-COVID Economy: Evidence, Mechanisms, And Managerial Implications

Abstract

The post-COVID India has experienced a redefined consumer economy where a faster digitization process, disparate income bouncing back and changing expectations of convenience, reliability, and trust have driven the transformation of consumer needs. The paper is a synthesis of the evolving preferences, channel decisions, and spending priorities of Indian consumers following the acute stage of the pandemic with no less than a time frame of 20222025. The study is a triangulation of evidence-based on official indicators, i.e., Unified Payments Interface (UPI) statistics reported in the statistical appendix of Economic Survey, and evidence-based on industry reports on FMCG, e-retail, and quick commerce as well as peer-reviewed academic research on post-pandemic consumer behavior and omnichannel retailing. It is synthesized to discover five enduring shifts. To start with, there is an increased value-seeking behavior among Indian consumers with price consciousness and sensitivity to deals without a consistent withdrawal into frugality. Second, the concept of real-time online payments has become the norm in the daily offline business, and it is not limited to urban, high-income population groups. Third, channel formats have shifted towards omnichannel formats and quick commerce on convenience categories is expanding rapidly. Fourth, the spending decisions in food, personal-care, and preventive services are still influenced by a long-term orientation towards health and well-being. Fifth, the premiumization based on aspiration runs parallel with stress in the demand of the mass-market, which highlights the different recoveries of income groups.

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Green