Published Paper Details:

The Covid-19 has become incubus across the globe and mankind is counting the date when they will get rid of such a miserable condition which has changed human behaviour and both the thinking and awareness of life have also been significantly changed. Corona virus pandemic is worsening day by day and with it even the problem of falsified and substandard medicine is increasing enormously. World Health Organisation (WHO) on 31st March published a medical alert to warm consumers and other health care professionals and health authorities regarding false medical products that surely claims to treat COVID-19. In order to reflect and analyse this current situation this paper deals with different loyalty perceptions of the respondents towards the medicinal hygiene products across the demographical, behavioural and awareness constructs. With 125 respondents and several non- parametric tests (like Wilcoxon Signed Rank Test, Mann -Whitney U Test and Kruskal Wallis Test) as well as regression and correlations tests applied to the study, different conclusions have been drawn from there. From the first construct of the analysis of behavioural and awareness changes before and during the pandemic there has been a statistically significant difference towards availability of medicinal hygiene products, effort and time, quality, price and frequency of purchase before and during covid-19. From regression analysis strong linear dependency of Loyalty index of consumers on Usefulness, Price value and Brand value has been extracted. Loyalty perceptions has also been analysed across demographic constructs. Lastly correlation matrix exactly shows the relationships between the main construct of loyalty with the brand value (indexed), price value (indexed) and usefulness value (indexed). Some managerial implications can also be found out from the study in the sense that the marketers can get an idea towards consumers� attitudes and shopping behaviour as because COVID-19 is greatly influencing the shopping of personal hygiene products with an accelerated shift to digital purchases.