Consumer Shopping Evaluation in New Normal using Grounded Theory Approach

  • Dr Komal Chopra, Dr Neo Ligaraba


The purpose of the study is to evaluate consumers in the new normal using grounded theory approach. The data was collected from participants belonging to nationalities of India, Nepal and Bangladesh. The responses were collected through interviews using theoretical sampling method.  The collected responses were subjected to open coding, axial coding and selective coding. This helped to identify properties and sub – categories that were finally integrated into a model.  Consumers reacted to new normal with scare, panic and concern. They learnt to follow health and safety guidelines, adopted hygiene habits and learnt the usage of online technologies. Learning lead to a behavioural change by making the consumers health focused and online shopping focused.

Keywords-retail; consumer; new normal; qualitative