CUSTOMERS' RESPONSE TOWARDS ONLINE BUSINESS DURING THE COVID-19 PANDEMIC: A CASE STUDY ON SELECTED ONLINE BUSINESSES IN AN EMERGING COUNTRY

Abstract

Nowadays, online business plays a significant role in the digital era. People all over the world are highly engaged in online business. Moreover, consumers are shifting their buying behavior towards online business rather than spot purchases. The popularity and significance of online business have increased dramatically in the period of COVID-19. Many people have started their businesses rather than finding new jobs and other opportunities. However, online business owners may not receive similar responses from their customers. This study investigates customers' reactions toward online businesses during the COVID-19 pandemic, focusing on selected online businesses in an emerging country. The purpose is to evaluate how online business owners adapted to changes in customer behavior. The primary objectives include analyzing customer responses during the pandemic, identifying the social media platforms used for online businesses, comparing customer interactions before and during the pandemic, and providing actionable recommendations for new online businesses to attract and retain customers. A quantitative and exploratory research design was employed, with data collected through surveys involving 40 online business owners. Statistical tools such as descriptive statistics, correlation analysis, and graphical representations were used for data analysis. The findings reveal that customer responses to online businesses were generally positive during the pandemic, with increased sales for many business owners. Specific strategies, including modest price reductions, played a role in this success. The study concludes that online businesses experienced growth during the pandemic, driven by adaptive strategies and evolving consumer preferences.

JEL Classification Codes: M1, M3.