A Demographic Study on the Purchase Pattern of Consumers with respect to Social Learning Theory during COVID-19 times

Shopping is a necessity in everyone’s life. Mostly shopping is need based and sometimes it is a leisure activity in the form of entertainment. However when the condition leads to extreme buying situation resulting into destructive and harmful activity, then this is the result of Compulsive Buying Behaviour (CBB). While studying the consumer buying behaviour and process, the external stimuli is not the sufficient reason, to generate a response, rather the consumers’ characteristics significantly influence the way they perceive the stimuli, utilize their internal processes and result in a specific buying behaviour. Hull (1951) developed a model as a behavioural model to explain the social learning theory: Stimulus – Response Model (S – R Model). Few of psychologist and marketing researchers tried to find out the characteristics of consumers within “black box” and analyze the impact of both factors to determine specific buying behaviour. In this research project we have tried to analyse Social Learning Theory with respect to the purchase pattern of the consumer in Kolkataduring the COVID-19 Pandemic. The respondents are mostly the parents who are influenced by their children to exert Compulsive Buying Behaviour. The collected responses will be analysed using one way ANOVA to find out which of the factors significantly influence purchase behaviour. The findings of the study will help the organisation to decide their marketing strategies.