ADAPTING THE MARKETING MIX: A CROSS-ANALYSIS OF INDIAN COMPANIES IN RESPONSE TO COVID-19 FOR CUSTOMER RETENTION

The Coronavirus pandemic has affected millions of lives worldwide. As of September 2020, World Health Organization (2020a) reported almost 29 million confirmed cases of COVID-19 and over 900,000 deaths globally. The outbreak started in China in January and quickly spreads to other countries. The United States accounts for the most positive cases with more than 6 million people infected currently. Due to the nature of the virus easily spreads from human contact, many countries have banned travelling, closed unessential business and even put out stay-at-home orders. The economy is suffering from the effects of the pandemic and it is not correlated to high health impacts. Regardless of income level and impact level from COVID-19, many countries are experiencing recession (Cantore, Hartwich, Lavopa, Haverkamp, Laplane & Rodousakis 2020).