Adapting to Unprecedented Times: A Comprehensive Review of Consumer Behavior Shifts in the Direct Selling Industry Amidst the COVID-19 Pandemic

Abstract

Direct selling is the method by which products can be sold directly to the customers. Nowadays all types of goods like cosmetics (Avon beauty), nutritional (Herbalife), medicines (Modi care) etc. can be sold by direct selling. During COVID, when all the methods of marketing was not possible direct selling companies have grown at a rapid scale as the customers looks for online solutions to full fill their needs. e- business also grew during the pandemic. The pandemic started a ripple effect of unemployment, job displacement, salary cut etc due to complete lockdown. In such situation, the scope of direct selling unlocked various sustainable opportunities. Consumer behavior is a psychological process as the consumer is attracted to the goods they are emotionally attached with. So the advertising media should be very effective in order to increase direct selling in the consumer behavior. In the paper various facts and figures of direct selling changing the consumer behavior will be discussed further.