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ISSN : 2456-1304 (Online)

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Monthly Journal for Science Engineering and Management
Call For Paper : Vol 11, Issue 03, March 2024

ISSN : 2456-1304 (Online)

Call for Paper

Vol 11, Issue 03, March 2024

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A study on influencing factors of millennial consumers purchase decision during covid 19, empirical evidence from Reliance Fresh Retail Store in Kochi

Author : Dr.S.Rajesh 1

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Date of Publication :12th August 2020

Abstract: In the time of crisis, awareness needs to be addressed on food and essential commodity supplies as the covid 19 spreading out throughout the world. Many studies including influencing factors of purchasing food items has done but during pandemic time has not been much discussed. This study explores the factors that influence the purchase decisions of millennial consumers of Reliance Fresh Retail Store in Kochi during crisis time. Data was collected through a structured questionnaire from selected consumers of Reliance Fresh Kochi retail outlet. The analysis of the data was done using a qualitative approach. The findings indicate that millennial consumers are loyal towards buying Reliance Fresh products during the pandemic and found that promotional activities involve most influencing factors followed by value, trust, and lifestyle.

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