Revenge Buying

Abstract

This is the first experience for all us, have been restricted and confined to the four walls of the houses. All people adopt themselves to live according the pandemic situation, the person's outlook towards life. This has a direct impact on the consumer behaviour towards shopping. Retail stores in many malls are yet to open. People are all eagerly waiting to buy leather bags, luxury clothes, accessories and shoes etc but buying of groceries products, mobile phone cannot be termed as revenge buying. According to a report, during lockdown customers go for goods like blazers, precious jewelry as revenge buying. But this revenge buying can't be sustainable in the market because in COVID 19 more than 200 thousand people have lost their jobs. Only consumers having net worth and excess cash in their hand who have missed shopping in their favorite outlets go for revenge buying.