Consumer Behavior towards E-commerce during Pre and Post-Covid-19 in Aligarh: A Comparative Analysis

Purpose: The purpose of the study is to find out consumer behaviour towards e-commerce during the pre and post-covid-19 period in Aligarh. Research Design: This research paper is based on the primary data collected through self-administered questionnaires through snowball sampling. The Chi-Square test is used to calculate the change between the consumers' pre and post covid-19 behaviour for the use of e-commerce. Findings: This study found that the overall use of e-commerce has increased, while Phone pay and Amazon use for transaction purposes have increased, and the use of Amazon has increased for shopping purposes substantially. This study has also found that e-commerce has increased substantially for transactions and food purchases. The main reasons for shifting toward e-commerce are social distancing, ease of use, digital transactions, and the physical scarcity of goods at the nearest stores. Research Limit: This research is conducted in Aligarh City. The results of the research can be applied in Aligarh City only. Originality/Value: This research will help understand the reason for the use and non-use of the e-commerce platform for e-commerce companies. It will help them understand the consumers' thoughts to change their business strategy substantially in Aligarh city and tier II cities like Aligarh.