Shamsher Singh, Ameet Sao and Amit Kumar
The aim of the paper is to analyse Covid-19’s impact on the purchase behaviour of consumers in Indian real estate. The present study used theory of planned behaviour (TPB) which includes attitude of consumers (RE-ATT), subjective norms (RE-SN), perceived behaviour control (RE-PBC), consumer purchase intention (CPI) & consumer purchase behaviour (CPB). The construct measured & analysed have been chosen from the previous research on 5-point Likert scale. 200 respondents provided the full information needed to analyse data using Structural Equation Modelling (SEM) using AMOS 21 and SPSS 20. For measurement model, confirmatory factor analysis was used, Maximum likelihood model has been used to test the model estimation. The GFI = 0.93, CFI = 0.95, RMSEA = 0.03, RMR = 0.033 and CMIN/ df = 1.356 are the statistical inputs based on which the relationship has been analysed. As final outcome, the revised model has been achieved and 2 Hypothesis were accepted. Attitude (H1) of consumers while buying affordable house in real estate has positive impact on consumer purchase intention with β = 0.075, CR= 2.6818, p<0.05 and secondly Consumer Purchase Intention (H4) has positive impact on consumer purchase behaviour at β = .174, CR=2.0423, p<0.05.