BEHAVIOURAL TURNAROUND: INVESTIGATING URBAN CONSUMPTION PATTERNS BEFORE AND AFTER COVID-19

This study investigates how the COVID-19 pandemic reshaped urban consumer behaviour in Kerala, particularly in terms of product category preferences and shopping frequency. Based on responses from 110 participants and using paired sample t-tests and correlation analysis, significant changes were identified in the purchase patterns of groceries, clothing, health & beauty products, and household items, excluding electronics. The findings reveal a sharp rise in digital spending and online shopping frequency post-pandemic largely influenced by health concerns, mobility restrictions, and improved digital access. Demographic factors, especially age and digital literacy, played a key role in this behavioural shift. The results point to a lasting transformation in consumer habits, marked by increased trust in e-commerce and preference for convenience and safety. These insights offer practical implications for retailers, digital platforms, and policymakers to align their strategies with the evolving demands of urban consumers. Further research can explore rural trends and long-term behavioural sustainability. Keywords: COVID 19, Pandemic, Consumer Behaviour, Online-shopping, Attitudinal Changes,