Abstract:

The outbreak of the COVID-19 pandemic sent unprecedented shockwaves across the globe, creating an unparalleled crisis in terms of our health, severely affecting the way we live and work. The goal of every organisation is to achieve its goals and objective; providing good s and services that satisfy the needs and wants of consumers, maximizing profits and increase growth in market share. The main purpose of this study is to investigate the impact of Covid-19 on consumer purchasing decision and organisational resilience in the manufacturing sector: Unilever Nigeria Plc. the methodology adopted was quantitative research which was used to collect primary data through an online google form (due to the Covid-19 pandemic that required the employees to work remotely) from 264 employees of Unilever Nigeria Plc from different department in the organisation in Lagos State. The analysis of the data collected was done using IBM SPSS (Statistical package for social science), structural equation model (SMART-PLS). The results suggested from the tested hypotheses that, there is a significant relationship between brand choice and innovation and situational awareness. The research concluded that consumer purchasing has a positive impact on organisational resilience. Furthermore, the study recommends that organisations should strive to be more adaptable to changing external conditions than its competitors, to achieve higher levels of performance as a result. Lastly, this research recommended that future research should be broadened to include consumer purchasing decisions in private organisation, due to the fact, Covid-19 is still ongoing in the environment and the world at present, more research should be carried out to ascertain how Covid-19 influences consumer purchasing decisions as time goes on.