Millennial’s Tide Over the COVID-19 Crises: Buying Behavior of Indian Millennial’s Post-COVID-19 Crises

Abstract

The COVID-19 pandemic had a catastrophic effect on the economies of the world. The COVID-19 crises had a huge impact on the way in which buying and selling is done. Complex consumer buying behavior became all the more unpredictable. For most companies, the pandemic had created a situation for innovation like never before. Generation Z (Gen Y) and generation Z (Gen Z) were the most affected segments during the turmoil. These generations are experiencing a roller-coaster ride. These cohorts were fast in adapting to the new challenges arising out of the COVID-19 upheaval. Gen Z had to attend online classes, while Gen Y was either attending online classes or those with jobs were working from home.