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Evaluation of Homemaker Purchase Behaviour Post-pandemic Using Kirkpatrick Model and Content Analysis Approach

In: Pandemic, New Normal and Implications on Business

Author

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  • Komal Chopra

    (Symbiosis Institute of Management Studies, Symbiosis International (Deemed University))

Abstract

The study examines to understand women homemaker purchase behaviour using Kirkpatrick model in India. Content analysis approach was adopted for the study. The responses from participants were collected through interviews till theoretical saturation of the sample was reached. The collected responses were subjected to content analysis which helped to relate with concepts of Kirkpatrick model. The findings showed that women were more concerned about their health and safety and have switched to digital technologies for shopping and entertainment which is a significant behavioural change. The results of the behavioural change made consumers health and technology-focused.

Suggested Citation

  • Komal Chopra, 2022. "Evaluation of Homemaker Purchase Behaviour Post-pandemic Using Kirkpatrick Model and Content Analysis Approach," Springer Proceedings in Business and Economics, in: Arti Chandani & Rajiv Divekar & J. K. Nayak & Komal Chopra (ed.), Pandemic, New Normal and Implications on Business, pages 289-296, Springer.
    • Handle: RePEc:spr:prbchp:978-981-19-4892-3_18
    DOI: 10.1007/978-981-19-4892-3_18
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