"SHIFTING CHANNELS: THE IMPACT OF THE POST-PANDEMIC ON THE CONSUMER BUYING BEHAVIOR; DIGITAL TRANSFORMATION EVIDENCE FROM UZBEKISTAN"

This paper investigates how Consumer Buying Behavior have changed due to the post pandemic socio economic factors and how Covid-19th accelerated Digital Buying Behavior. In fact, there is no sphere that the pandemic has not impacted. One of the most impacted industries is consumer goods which is dramatically impacted through the changes in consumption patterns of people during the pandemic period. The trends followed by pandemics have already become the most outstanding research topics for investigating new studies. This research investigates the impacts of Covid-19 on consumer buying behavior, how the consumers purchasing habits have been influenced by the pandemic and analyses the trends in consumer behavior during the lockdown. The motivation for choosing this topic came from reading several existing research articles about a similar topic but mostly in western and European countries. I have found out that no studies have been conducted in Tashkent city. In order to gain the most reliable and accurate data, the researcher has conducted a primary data collection through Google survey questionnaire among the consumers of Tashkent to achieve the best results in collecting accurate data. The results of the survey will be presented in the form of statistical data using SPSS and Smart PLS.The finding of the research study shows that the Covid-19 Pandemic has significantly and positively impacted on Consumer Buying Behaviour.