The Research Paper is an attempt to recognize the consumer behaviour during the COVID -19 Pandemic with special references to Rajkot City. Here, the primary data were collected with the help of structured questionnaire from 256 respondents using Google form. The majority among the respondents were male; precisely 52.3% and it is found that the majority of respondent’s education qualification was PG and above that is87.5% and the majority respondents were working with private sector-58.6%. The Data was analysed by the Statistical Package for social science. To test the level of association among variables at the significance level of p<0.05chi-square test was used. The major findings of this study indicated that the consumer behaviour is vitally changed and consumers have started spending more income on Health and Hygiene related products. Current situation has affected the brand preference, shopping behaviour and purchasing decision as well.

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Keywords: COVID-19 Pandemic, Consumer Behaviour, Food Products, Health and Hygiene Products.