Volume 18, No. 6, 2021
A Study On The Impact Of Frequency Of Search Engine Ads Viewership On Online Purchases During The COVID-19 Pandemic Period In Mumbai
Dr. Kanchan Fulmali , Ms. Shivani Naik Devrukhkar
Abstract
The impact of COVID-19 has also brought some significant changes in consumer lifestyle, purchasing and consumption patterns. People are now avoiding in-store purchases and looking to alternative channels for product sources. The aim of the study is to investigate the factors affecting the rapid growth of Search Engine Ad led shopping during the time of COVID-19 pandemic in Mumbai. The city’s retail marketing has been severely affected due to unexpected lockdowns and restrictions on human movement. Specifically, the study examines how mass consumers of the city of Mumbai chose online shopping over in-store purchases during this pandemic. Data was collected through a structured questionnaire from 152 consumers via a Google form. The Stratified Random Sampling technique was used to select the sample. Descriptive statistical analysis and Chi square test of association were used to analyze the data. The result of this research revealed that Search Engine based shopping by mass consumers increased significantly during the pandemic period. Advantages of online shopping, technological support and convenience influenced the consumers to choose shopping via Google Ads. This research aims at understanding if the increase in frequency of viewing Pay Per click Ads affects the frequency of online purchases and that too sector wise. This study has some implications for online marketers in terms of emarketing strategies and the importance of online retail marketing.
Pages: 2511-2519
Keywords: Pay Per Click method, Frequency of viewership, Frequency of purchase, COVID-19.