Document Type : Research Article



As global economies started to shut down to prevent the spread of the Covid-19 virus, this
changed businesses and consumers and how the two entities interacted. Disruptions in the
supply chain caused mass anxieties and people were reported to be hoarding essential
supplies such as toilet papers, food, and grocery items (The Times of India, 27 May 2020).
The contrary was observed in the long run and saving rates reportedly improved (Financial
Express, 1 June 2020). Scientific investigations into the short- and long-term effects of the
pandemic on consumer behaviour are the need of the hour. The present research aims to
contribute to this growing body of scientific knowledge by studying the short-term effects of
the pandemic on the impulsive buying tendency of women consumers of Mumbai, India. It
investigates how the experience of living with social restrictions and uncertainties might have
affected the impulsive buying tendencies of subject consumers and their consumption of
secondary need items such as clothes, personal care items, and luxuries. The research also
discusses the decision-making process of consumers when the subjects are on an impulsive
buying streak.