Impact of Pandemic Crises on Price Dynamics, Market Availability and Consumer Behaviour in the Pomology Sector
M. P. Ellampirai
Department of Horticulture, School of Life Science, Central University of Tamil Nadu, Thiruvarur – 610 005, TN, India.
K. Rama Krishna
*
Department of Horticulture, School of Life Science, Central University of Tamil Nadu, Thiruvarur – 610 005, TN, India.
M. S. Deepak
Department of Statistics and Applied Mathematics, School of Mathematics and Computer Sciences, Central University of Tamil Nadu, Thiruvarur - 610 005, TN, India.
R. G. Preeti
Department of Management, Central University of Rajasthan, Ajmer-305817, Rajasthan, India.
*Author to whom correspondence should be addressed.
Abstract
Fruits are an important component of the daily diet. India is the second-largest producer of both fruits and vegetables globally, after China. The economic impacts of the COVID-19 pandemic have been widely studied in many countries. The pandemic also substantially affected postharvest supply chains, transportation, retail marketing, and the trade of fruits and vegetables. However, the impact of the COVID-19 pandemic on horticulture, particularly the fruit sector, has been less studied in India. Therefore, this study was conducted to analyse the impact of the COVID-19 pandemic on prices and changes in consumer behaviour during the pre-COVID (2019-20) and COVID (2020-21) periods. Price analysis was conducted using data obtained from the National Horticulture Board, Government of India. For the consumer behaviour analysis, a prepared questionnaire was administered to a diverse group of people (students, employees, and friends) living in Bangalore city. The study revealed that higher load arrivals in the market had a negative influence on wholesale prices, resulting in lower prices. In contrast, the consumer survey showed that fruit prices were perceived to be higher during COVID than during the pre-COVID period. The survey also revealed that COVID-19 significantly influenced consumer behaviour in terms of perceptions of fruit prices, frequency of fruit purchases, preferences for different fruits, purchases of new and exotic fruits, and awareness of the nutritional aspects of fruits. Understanding the influence of the COVID-19 pandemic on transportation, prices, availability, and consumer attitudes may support crucial policy decisions and welfare measures for the pomology sector and society.
Keywords: Horticulture, price analysis, consumer behaviour, COVID-19 pandemic, policymakers