Is customer behaviour change during COVID-19 Global pandemic prevailing a rise of online shopping and delivery options

This research aims to examine the customer behaviour change during COVID-19 Global pandemic, specifically the rise of online shopping and delivery options. It explores the factors impacting online shopping and its impacts on the retail industry. The research includes a literature review and research methodology. The findings, conclusions, and recommendations are also provided.

Is customer behaviour change during
COVID-19 Global pandemic
prevailing a rise of online shopping
and delivery options

Table of Contents
TITLE:.............................................................................................................................................3
CHAPTER 1: INTRODUCTION AND RESEARCH BACKGROUND.......................................3
Introduction............................................................................................................................3
Background of the research....................................................................................................3
Rational of research................................................................................................................4
Research aims.........................................................................................................................4
Research objectives................................................................................................................4
Research question...................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
Factors that impact the rise in online shopping and customer’s behaviour............................5
Factors impacting the rise in online shopping and delivery options......................................7
Impacts of online shopping on the retail industry..................................................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
Research Onion....................................................................................................................10
Questionnaire........................................................................................................................11
CHAPTER 4: FINDINGS, DISCUSSION & ANALYSIS (1400)...............................................13
Frequency Distribution Analysis..........................................................................................13
CHAPTER 5: CONCLUSION & RECOMMENDATIONS (500)...............................................14
Conclusion............................................................................................................................14
Recommendations................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................16
Questionnaire........................................................................................................................16

TITLE:
“Is customer behaviour change during COVID-19 Global pandemic prevailing a
rise of online shopping and delivery options”
CHAPTER 1: INTRODUCTION AND RESEARCH BACKGROUND
Introduction
The aim of present research is “To examine the customer behaviour, change during
COVID-19 Global pandemic, prevailing a rise of online shopping and delivery options”. E-
commerce is a wider zone where numerous of businesses and different types of occupation exist.
The changing environment and business world have introduced huge improvements in market
and one of its result is e-commerce and online shopping. During the whole COVID-19 pandemic
the importance and need of the same have changed and reached to an another level with
upscaling graph of revenues. E-commerce have brought varied types of updates and upgrades in
separate sectors and areas of an administration. One of its product is online shopping by which
anything and everything can be bought online with the help of internet and appropriate
technological support. During present situation of global pandemic of COVID-19, online
shopping and e-commerce have provided explicit support to different sectors, one of them is
retail sector. The consumer behaviour is impacted around the world due to COVID-19 and
people now feel more safe to stay at home rather than going out and choose to shop online of all
the goods and services they need in their day to day lives for leading a safe life.
Background of the research
The work conducted and performed below will be covering several areas to identify and
explore about the chances took place amongst the consumer behaviour in the present COVID-19
situation as it has become a concerning aspect for businesses today. The research will be
beginning with collection of secondary data and information from wide sources about the
evolution took place in the retail industry and operations during COVID-19. As well as,
concentration was placed on the behaviours of consumers have evolved and moved towards
online shopping and e-commerce options to make purchases. Moving along primary research
methods will be used in the research project by using questionnaire as a mean to gather the
opinions of individuals and their preferences. The use of research methodology is made for
taking appropriate and useful approaches and completing the investigative work effectively.

Once the data is collected then analysis will be made by comparison of primary and secondary
research options for studying the results effectively and efficiently. At last, in the end of the
project a conclusion and certain recommendations will be provided too.
Rational of research
The research revolves around the topic of changes and evolution brought in by the global
pandemic of COVID-19 in the consumer behaviours and its impacts imposed and increasing
online shopping with evolving trend. The research will be a huge help in determining and
identifying the most influencing factor which led the public towards e-commerce and rapid
increase took place in online shopping orders and revenues. Along with it the research will be
helpful in understanding the market and the development or the change been taking place in it
related to trends of demand and supply of goods, likeliness of purchasing goods and services and
many more. Moving along there are several options to make research which is available to the
researcher for taking appropriate steps and make the best outcomes of their investigation and
present it with enough evidences.
Research aims
“The aim of present investigation is “To examine the customer behaviour, change during
COVID-19 Global pandemic, prevailing a rise of online shopping and delivery options.”
Research objectives
 To analyse the factors that impact the rise in online shopping and customer’s behaviour.
 To identify the factors impacting the rise in online shopping and delivery options.
 To analyse the impacts of online shopping on the retail industry.
Research question
“Is customer behaviour change during COVID-19 Global pandemic, prevailing a rise of
online shopping and delivery options?”

CHAPTER 2: LITERATURE REVIEW
Literature review is a source of collecting information and it belongs to the secondary
research category. A literature review is a secondary research option in which opinions of several
authors and researcher who have expertise in the field and hold appropriate knowledge of the
topic of the research. The use of literature review enables the investigator to collect data and sort
them according to their need and requirements. Along side use the most relevant information for
making conclusions at the end of the research. Hence, for this research the first research sources
used is literature review as a secondary resource of data collection. It is helpful in gathering
enough amount of knowledge in regards to rise in e-commerce and online shopping in COVID-
19 period and the evolving consumer’s behaviours.
Factors that impact the rise in online shopping and customer’s behaviour.
According to the views of Relie (2021), behaviours and decisions of online shoppers that
is consumers buying good through internet and e-sources is speculative. This means and
represented that it is difficult to enter the mind of an online shopper and make predictions of
their behaviours as well as shopping decisions. The author has also defined that the online
consumer behaviour is a complicated phenomenon which is not easy to identify and analyse
easily by the researchers. The major element which makes it tough for investigators to make
presumptions and determine the aspects of online shoppers for attracting them is Psychological
state of consumers. The author has also made emphasis on other aspects which affects the
purchasing decisions and choice of products are demographics, channel knowledge and last
one is shopping orientations. But there are several other smaller factors too which imposes
influence over the customers and lead them towards making purchases through online portals
and means. Some of these factors are as follows which have cause the rise in e-commerce and
motivated its trend to flourish and ease out the buyers by fulfilling their needs and addressing
their preferences.
To beginning with the first and the foremost factor is of Convenience and Ease online
shopping option offer to the shopper. The best use of this service is buying goods through few
clicks and making purchases with the help of internet and local technological support. The
customers have seen the urge for staying home in difficult time of COVID-19 and the
seriousness of the pandemic. Thus, the ease and comfort of online shopping led towards making

it it their first choice to buy good online for being safe and fulfilling their day to day
requirements. Along with it, comfort of buying products and services anytime from anywhere for
anyone is also a major aspect of success of e-commerce and online shopping. Moving along
another additional factor which contributes to the favourableness of comfort option of online it
shopping is easy cancellation and returns of orders if the customer do not need the product or
ordered the products by mistake.
The next favourable component which suited the use of online shopping and make it
popular in the market with influencing the consumer behaviours and shopping styles is Time.
The cost and time involved in making purchases online is very less and convenient. This is
another key aspect which drags the attention of buyers. During the COIVD-19 pandemic this
time factor was reduced as people do not need to wait in long queues for billing their purchase or
to make payments. This adds another aspect of social distancing and safeguarding people to
come in close contact. Thus, at the time of COVID-19 pandemic the public was inclined towards
making purchases through internet and this gave rise to the industry. When the other sectors like
hospitality were drowning and economies were leading towards recession the retail sector was
supported through online shopping and favourableness of customers to it.
The third favourable force which is supporting and influencing the growth of e-commerce
and online shopping is Flexibility, Availability and Tracking. The first component is flexibility
involved in making online purchases for the customers. People have all the access to all the
required information for making purchase decision. As well as they can even make comparison
of different products of same category without any hustle. Moreover, the availability factor
during COVID-19 due to hindrances in imports and exports was a major concern for shoppers.
Hence, with the help of online shopping and easy transactions of purchases the problem of
availability was resolved and turned it into a supporting factor for tuning the customer
behaviours towards it. The customer’s do not need to wait in long queues for products and leave
without making any purchase as well as break the social distancing norms as they can receive
proper notifications and updates related to products. Along with it, the tracking aspects changed
the scenario and decisions of buyers too. With easy follow up of delivery of their ordered goods
and materials for which they have paid or will be paying later on according to their preferred
payment options. The buyers can keep proper track of their parcel's delivery like the date, time
and by whom it is being delivered to their preferred location or the address.

Factors impacting the rise in online shopping and delivery options.
In view of Sakovich (2021), it is stated that e-commerce is rising and experiencing a very
significant surge in its dealings as customer base is increasing online and their decisions related
to their purchase is more favourable towards online shopping. The author has explored and
discussed some of the major aspects which have impacted on increasing the likeliness of online
shopping by showing the influence over the customer behaviours. The author has discussed
briefly the development of electronic commerce that is e-commerce. The discussion shows that
e-commerce has evolved and matured from an inconspicuous invention to a global industry
earning dollars and having multinational status. The industry is very common and likely used by
several individuals around the globe with concentration on making the products available to all
in the very best manner and with ease.
As per the author that is Sakovich (2021) there are numerous important factors which
contributes to the success and development of e-commerce and influencing the rise in online
shopping and deliveries. These factors are elaborated in the article beginning with Digital
Transformation Era. With changing and evolution taking place the emergence of technology
and its increasing traction over the last decade the digital transformation is becoming the
pervasive and penetrates every business amongst different industries and separate economies.
Not just businesses the digital transformation have evolved and brought betterment in day to day
lives of people . This has changed their routines imposing direct impacts over their decisions in
making purchase and leading to rise in online shopping and deliveries which is another factor
that caused rise in online shopping and deliveries trend to grow.
Another aspect is of Mobility which is introduced through smartphone and smart
technologies. The development and invention of smartphones, tables, smart laptops and many
other gadgets and devices were also a significant triggering points for e-commerce and evolution
of online shopping. Smart devices like mobiles, tablets and laptops have certain shopping
applications which they can install in their systems. These shopping applications are developed
and results in obvious benefits for all users and customer’s. All the industries have their access to
online portals and have developed their applications which are then becomes an easy and
informed source for customers to make purchases and fulfil their needs as per their requirements
and agendas to accomplish. Thus, these application brought mobility and several obvious

benefits to buyers along with an opportunity to search for the best offerings available in market,
make comparisons and place orders as per their ease and comfort zone.
Moving along the next factor, which attracts customers and made them comfortable with
e-commerce and online shopping is Advanced Customer Experience. The internet and use of
social platforms for making purchases have earned huge respect and trust of people. On top of it
the consumers also have the opportunity to make their purchase flexibly when they want it, with
easy repayment options, returns and cancellation. The customer care service providers of
different applications are very well trained and are always present to support all the buyers and
users. The availability of services of internet and shopping applications for 24*7 and for 365
days, add value to the customer experience. This presents the outcomes which leads to rise in e-
commerce and online shopping with increased revenues and popularity of e-business. The time
saving factor also adds up to the customer experience and seal future purchases as well with the
client by making them long term purchaser.
Impacts of online shopping on the retail industry.
According to the views of Righini (2020), retail sector is one of the biggest supporting
sector of different economies around the world having wide access to all the different sub-
segments of businesses. The retail industry is part of fashionable goods, consumer goods,
pharmaceuticals and many other areas of offerings which are necessary by the people and which
they need. The retail sector is being divided and expanded to few clicks from big malls and
shops. The industry is impacted and influenced through its online presence and by involvement
of it with technology and internet. With the change of technology, the retail industry and
business owners doing business in the sector has to make changes too and it involves significant
amount of money that is accounted as cost. This is because of the changing and influencing
consumer trend and development took place in the sector. It is determined that organisations in
the retail sector needs to change for growth and enjoyment of the industry in order to being able
to earn the expected profits and customer base for the longer profitability.
Thus, to be specific there are some negatively impactful aspects like digital resources,
provided to retail through e-commerce and involvements of technology in the system. Retail is a
wide area of work which involves and concerns with all the activities that revolves around the
sale and purchase of different needed goods and services to customers through physical means
and resources. Thus, the digitalization and digital transformation first impacted on the meaning

of retail, where now it is defined as a concerning business option with sale of goods and services
by using physical and virtual shops. The concept of e-commerce introduced this change and
impacted in the positive manner by bringing up ease and higher revenue to the sector where work
is performed through telecommunication and information technologies. In present world of
business, the retailer do not need to have a physical presence to carry out their work, online
presence is enough for them for showcasing their existence and availability. Along with it,
saving huge costs and money of collecting resources for developing and maintaining a retail
store physically is another supporting element.
The remarkable growth and development of e-commerce in retail business is another
impact imposed and resulted in rise of online shopping in the retail industry. The economic
results of e-commerce growth, development and success is remarkable. The buyers are in favour
of it, consumer trends are evolving and have made online shopping their major source of making
purchases most specifically of fashion products and of consumable products. To being with the
remarkable growth is seen from an international context where the value of e-commerce and the
market have reached to 11% of growth in 2018 and 12% of growth in the next consecutive year.
Solely in Europe the market was enhanced or upgraded by 9% as compared to the digits of 2017.
This showcases the huge influence and growth offered by e-commerce to the industry and
separate economies around the globe.
These are the certain change and impactful aspects of e-commerce and online shopping
which are brought over the industry that is retail as well as the economies. It is said that the retail
sector is the key building block of a successful and balanced economy representing a major share
in it. Hence, online shopping and growth in the sector have brought up the success and profits to
the economies and to the industry as well. Moreover, the benefit of it to the sector, which
influences appropriate services and offering to buyers is more engagement of public and
potential buyers who are responsible for making purchases online and ultimately make the
purchase decisions related to the offerings and stick for longer term with the brand and the
organisation.

CHAPTER 3: RESEARCH METHODOLOGY
This is the next chapter of the research in which the process and the phenomena which
will be used of collecting data and presenting it for making more and more evident conclusions
at the end of the research work is determined. The research methodology is a framework for
doing so and for elaborating how the researcher will be conducting each activity and action to
come up with the most suited and appropriate process with the best use of resources available.
Research Onion
Research Methodology is a practical and actual procedure which elaborates the process
which will be used by the investigator for collecting data and conducting the work in the most
appreciative manner. The tool signifies the research structure and stages which will be followed
by the researcher and stages which will be crossed in favour or performing the given task in the
most suited ways. A tool known as research onion divides the whole process into stages which
are arranged step by step and as per the requirement of the investigator. Hence, the research
onion is presented below which will be showcasing the process used in the research for
completing it and offering the best results at the end.
 Research Philosophy- The first and foremost step is to identify the research philosophy.
It will be signifying the set of principles which will be effectively used for gathering a
wider view of all the different stances of the investigation which is being conducted by
the researcher. The stage is divided into two sub segments that is there are two form of
research philosophies Interpretivism and positivism. For this particular research most
suited research philosophy which will be used is positivism. The reason behind is the
more and in-depth scientific results can be collected and the testing phenomena enable to
get hold of more critical review and information with less biases.
 Research Approach- The next stage of the study is of research approach, there are again
two types of research approaches that are inductive and deductive. For the particular
research work deductive approach will be used. This is because it will enable in making
more conceptual and specific research and development in it based on the literatures
analysed and used for getting hold of respective data.
 Research Strategy- The next and the third component of the research work is the
strategy which will be used by the investigator for making presumptions and conducting

the complete evident research work. The research strategy is varied in number like
interviews, experimental research, action research and surveys form which the surveys
are used and which is most appropriate. There are several ground for investigators to
cover while conducting research and this is why survey is used as a strategy for doing so
and for covering up conclusion of the research with proper evidences.
 Research Choice-
 Time Horizon-
 Data Collection-
 Research Instruments-
 Sampling-
Questionnaire
QUESTIONNAIRE
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Q5.
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b)

Q6.
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Q7.
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Q8.
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Q9.
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Q10.
a)
b)
c)

CHAPTER 4: FINDINGS, DISCUSSION & ANALYSIS (1400)
Frequency Distribution Analysis

CHAPTER 5: CONCLUSION & RECOMMENDATIONS (500)
Conclusion
Recommendations

REFERENCES
Books and Journals
https://www.searchfit.com/2017/05/01/factors-influencing-online-shopping-behavior-consumers/
https://www.sam-solutions.com/blog/increased-online-shopping-disrupts-ecommerce/
https://www.doxee.com/blog/customer-experience/the-impact-of-e-commerce-in-the-retail-
sector/

APPENDIX
Questionnaire