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The consumer behavior worldwide is enduring imprudent changes. The most common and popular product to emerge in the pandemic is wine. Amid COVID-19 the consumption of wine has increased significantly among consumers in India. Wine drinking has become a status symbol in society and during the pandemic the people have felt restless and depressed. The study is an attempt to figure out the consumer buying behavior for wine and what are its implications for marketers in post COVID-19 era. The article incorporates the Theory of Planned Behavior (TPB) model to predict buying intentions of 273 respondents toward buying wines across India. Analysis will be performed as a cross-study with relevant multivariate technique to identify the various elements of the TPB framework, that is, attitude, subjective norms, perceived behavioral control with other constructs such as 48 perceived need and prior experience based upon extended literature. Based on the results, some managerial implications are conferred for marketers and researchers to devise significant marketing strategies post-Covid 19 period.
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