A Dissertation on the Impact of COVID-19 on Consumer Behavior Globally

This dissertation investigates the significant impact of the COVID-19 pandemic on consumer behavior across various countries. The study examines the shifts in purchasing patterns, with a particular focus on the rise of online shopping and changes in consumer attitudes. Through a combination of secondary research and quantitative methods, the dissertation analyzes the factors influencing consumer behavior, including personal and social factors. The research aims to identify similarities and differences in shopping behaviors across different nations, considering the economic and health-related impacts of the pandemic. The study addresses research questions related to behavioral changes, similarities in shopping attitudes, and recommends strategies for dealing with similar situations. The dissertation includes an introduction, literature review, research methodology, data analysis, and conclusion with recommendations. The findings of this study are intended to provide valuable insights for scholars, government authorities, and businesses seeking to understand and adapt to evolving consumer behaviors in the wake of global crises.

Dissertation
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Abstract
The Covid-19 affect the overall world in opposite manner such that people do not invest
high amount upon unnecessary items and this in turn cause adverse impact upon the economic
performance. Also, the entire study is based upon to identify the customer behavior of different
countries after pandemic and through secondary research it can be stated that there is an
entrenchment in online shopping. Such that more than 55% of the entire world shift towards
online system and this is the only similarity identified from the chapter 2. Also, the study is
based upon the quantitative research methods and this in turn helps to meet the defined aim of a
study. Moreover, through data analysis, it is also examined that people shift towards online
purchasing after Covid and majority of them are preferred groceries product as well.
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ACKNOWELGEMENT
I would like to express my gratitude and special thanks to my tutor who gave me the
opportunity to undertake this dissertation. In addition to this I would like to extend my gratitude
towards the college authorities who provided me with good sources and facilities. In addition to
this I would also thank my parents and friends and family.
Thank you.
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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study.........................................................................................................1
Research aim and objectives..................................................................................................2
Research questions.................................................................................................................2
Significance of the study........................................................................................................2
Rationale.................................................................................................................................3
Structure of dissertation..........................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction......................................................................................................................5
2.2: Factor that cause direct impact upon customer buying behavior....................................5
2.3: Behavioral changes among customers within different countries...................................8
2.4: Presenting similarities and differences in shopping attitude of customer during pandemic
..............................................................................................................................................11
2.5 Conclusion......................................................................................................................14
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
Introduction..........................................................................................................................15
Research type........................................................................................................................15
Research approach................................................................................................................16
Research philosophy.............................................................................................................16
Data collection......................................................................................................................17
Data analysis.........................................................................................................................18
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Research limitations.............................................................................................................19
Ethical considerations...........................................................................................................20
Reliability and validity.........................................................................................................20
Conclusion............................................................................................................................21
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................22
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................36
Conclusion............................................................................................................................36
Recommendation..................................................................................................................38
REFERENCES..............................................................................................................................40
RESEARCH PROPOSAL.............................................................................................................44
INTRODUCTION.........................................................................................................................44
LITERATURE REVIEW..............................................................................................................44
RESEARCH QUESTIONS...........................................................................................................45
MOTIVATIONS:...........................................................................................................................45
CONTRIBUTIONS.......................................................................................................................46
DATA AND METHODOLOGY...................................................................................................46
DATA ANALYSIS........................................................................................................................48
LIMITATIONS..............................................................................................................................51
CONCLUSION..............................................................................................................................51
REFERENCES..............................................................................................................................53
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Topic: To investigate the impact of COVID-19 on consumer behavior: Overview of different
countries
CHAPTER 1: INTRODUCTION
Background of the study
In the current times, situation of pandemic placed significant impact on several countries
adversely. Consequently, behavioral changes have also been found in the buying behavior of
customers. At the time of COVID prevalence, individual started to purchase products in bulk for
meeting future needs and requirements. This reflects that there is a drastic change in the overall
customer buying behavior. Also, due to continuous fluctuation in the economic market within
each country, customer’s behavior is also affected and thus the present dissertation will help to
identify the similarities and differences within various nations. It is also analyzed that while
purchasing is only centered on the most basic needs such that they prefer to buy only local
products. This in turn shows that people living standards also changes, and they buy differently
by considering different perceptions (Pantano and et.al., 2020). For instance, in some country,
government allowed single person from one house to buy essential product, whereas in other
nation, delivery boys are hired who deliver the product to the needy people. This strategy
changes the entire lifestyle of people and as a result some of them faces stressed environment
while other develop strategies to overcome particular time.
In addition to this, customers are deeply concerned about the impact of Covid-19 in the
term of heal and economic perspective. As a result, their habits are changed, and they respond in
different ways as well. Some of them feel anxious and worried while other are concerned about
their hygiene products. On the other side, it reflected that every customer respond different in
various country after the pandemic. Thus, the present study will also shed a light upon how the
customers react differently within each country because the impact of virus is different in every
nation. Further, it also compares how customers in different countries behaved during the
pandemic and most of the countries announce shutdown which in turn creates fear among
people.
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Research aim and objectives
Aim
The aim of study is to analyze the impact that pandemic (COVID-19) had on buying
behavior of customers in different countries.
Objectives
 To develop understanding about the factors that impact customer buying behavior.
 To analyze behavioral changes among customers in different countries.
 To investigate similarities or differences in the shopping attitudes of customers during
pandemic in different countries.
 To recommend strategies for dealing with the situation of COVID-19 and enhancing
performance.
Research questions
Q.1 Why do the consumers behave differently in different countries during pandemic?
Q.2 Are the behavioral changes in different countries positive or negative or both?
Q.3 Are there any similarities or differences observed in the attitudes towards shopping during
pandemic in different countries?
Significance of the study
Current study and related findings will prove to be more beneficial for several
stakeholders. As, other scholars who want to conduct study on similar topic can use this study for
getting better insight. Such that the topic is interesting and that is why, it will definitely help
other scholars to collect information and consider the same as a secondary research in order to
develop understanding about the same. Referring this study, researchers can identify gap or
develop suitable hypothesis for further study. Along with this, findings can also be used by
government authority for assessing the extent to which customer’s behavior changed during
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pandemic. Hence, by taking into account the current scenario and resultant customer behavior
government can take competent measures when similar situation arises in the near future.
Rationale
The rationale behind conducting current study is to assess the extent to which outbreak of
COVID affected buying behavior of customers. It is recognized as issue because during
pandemic issue pertaining to stockpiling was common among customers. Due to the
government’s decision in relation to lockdown customers started to collect and preserve products
on a large volume (van der Wielen and Barrios, 2020). This is considered as the most important
issue now because due to which many of the customers failed to fulfill their necessity. Hence,
through thematic perception test technique research could shed light on the manner in which
customers behaved in an adverse manner. Further, research also highlights actions or strategies
enacted by government for dealing with the behavioral changes of customer’s effectually. In
addition to this, due to having interest in the current issue (pandemic) research has been initiated.
Further, availability of more data also encourages conducting study on the concerned topic and
thereby showcases suitable findings.
Another reason for conducting study on this particular topic is such that scholar has their
own interest to study on this topic so that it will assist to enhanced their knowledge pertaining to
chosen topic. Moreover, study on this particular topic will help researcher to understand the
behavior of people in different countries during pandemic and this in helps to identify the
similarities or differences in the shopping attitudes of customers during pandemic in different
countries.
Structure of dissertation
Chapter 1: Introduction
This chapter of dissertation presents research aim, objectives and question on which
whole study will be based. Further, it depicts who will be benefited from study along with the
reasons in relation to conducting the same. Structure of dissertation is also mentioned which
followed in the concerned study.
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Chapter 2: Literature review
In research, second chapter is highly significant as it focuses on evaluating books,
journals and scholarly articles associated with the topic. Hence, in this, brief thesis has been
prepared, considering research questions, which used by the researcher for supporting results
included in data analysis part.
Chapter 3: Research methodology
Further, 3rd chapter of dissertation presents type of research conducted for addressing
research issue and objectives. It also mentions tools that have been collected for gathering,
analyzing and evaluating data set. Thus, it is considered one of the most effective and important
section that helps to collect relevant information pertaining to chosen topic.
Chapter 4: Data analysis and findings
Fourth chapter of dissertation is considered as the most important which highlights results
of issue being investigated. In addition to this, for developing better understanding about
findings graphs and charts have also been added.
Chapter 5: Conclusion and recommendations
Final chapter of dissertation concludes finding derived through analyzing data set. This
includes all the essential key points covered throughout the research which determined whether
the aim and objectives are met or not. It also contains recommendations which concerned
stakeholder can employ while developing strategies for coping up with outbreak of COVID-19
and other undesirable situations within different countries.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a survey of books, scholarly articles, and other sources that are
relevant to a particular source, area of research in the relation to research problem being
investigated. Similarly, the present section will consider author's point of view by using different
sources which includes articles, books and online sites. With the help of present chapter,
investigator identifies the relationship of work in contexts of its contribution to the topic as well
as with other work. Further, the present section will identify the factor that causes direct impact
upon customer buying behavior. Also, then evaluate the behavioral changes among customers
within different countries. Moreover, this section also investigates the similarities and
differences in shopping attitude of customer during pandemic.
2.2: Factor that cause direct impact upon customer buying behavior
In accordance with the Singh and Verma (2017) customer behavior is a study of how
individual customers, groups select, buy and dispose ideas in order to satisfy the need and wants.
Also, it refers to the actions of consumers in marketplace and underlying motives for those
actions. In every country, the behavior of the customer is depended upon their lifestyle and this
in turn also affect the performance of organizations. That is why, there is a need to identify the
trend so that companies are able to meet the defined aim. The author also identified different
factors who contribute to customer buying behavior (Factors affecting the buying behavior of
customer, 2018). This includes personal factors in which age, life-cycle, occupation and lifestyle
are involves that might affect the overall buying behavior of customers. Shokouhyar and et.al.,
(2021) also supported the same by stating that while demographic variables such as income,
education and marital status are important while making any purchasing. Further, age and life
cycle have potential impact and it is obvious that customer change the purchase of goods and
service with the passage of time.
Kumar (2017) examines that lifestyle of customer is another important personal factor
which influence buying behavior directly. It is the way a person lives in society and expressed by
things, so it is determined by customer interest, opinion and their activities that shape up entire
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process of buying. In this, personality factors are also included which means changes from
person to person, time to time and place to place. Therefore, it is also greatly influence the
overall buying behavior of the customer. Also, argued that Chung, Song and Lee (2017) social
factor is another factor that also causes buying behavior of consumers and it is also subdivided
into different parts such that reference groups who have a potential in forming a person attitude
or behavior. For example, a product is visible i.e. dress, cod, car then it definitely influences
reference group in highly manner. Another sub-factor is family which is considered one of the
highly influencing factors within social factors. Such that marketers are find the roles and
influence husband, wife and children so that their products can be sold. Further, most of the
companies are target the women through advertisement which affect the buying decision. Bashir
and et.al., (2019) also supported that every person have their own role and status within a society
and it is depended upon the groups, clubs and family to whom they belong. For instance, a
woman is working in an organization and plays a role of finance manager. Here she is play two
roles i.e. a manager and other is mother. Therefore, her buying behavior is further influenced by
her roles and status.
Cultural factors is the another important key aspects that also influence the buying
behavior of a customer. This is further influence by other sub factors such as culture. To support
the same, Joshi and Rahman (2019) stated that influence of culture upon buying behavior varies
from country to country and that is why, marketers carefully design the promotional activities by
analyzing the culture of different groups, regions. Another key aspect related to this is subculture
which refers to each culture contain different subculture such as religions, nationalities and racial
groups which is further affected the overall buying decision of a user. Companies can use these
groups by segmenting the markets into various small portions. For example, in India during
pandemic government decides to provide free meal and ration to below poverty line people so
that they stay during Covid-19 and this is possible by consider subculture. Dhanabalan and et.al.,
(2018) also emphasized that social class is another sub factor which needs to be considered while
making any decision. In this different factors are taken into account by marketers such that
wealth, education, and occupation that helps to make decision.
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Psychological factor is another factor that also influences the buying behavior of each
individual and it is also driven the action to seek satisfaction. So there are some factors which
also influence the decision-making process i.e. Motivation. As per the view of Budiharseno
(2017) the level of motivation is also affects the buying behavior of customers and every
individual have different needs such as physiological, biological and social need. These type of
motivation encourage people to buy the products as per the need and thus a need become a
motive. For instance, during the time of lockdown, every individual buy their essential items
because it is their social need which keeps provoke them to purchase the product in order to be
satisfied. Belief and attention is another sub factor which also cause direct impact upon the
buying behavior. Therefore, these beliefs and attitude also make up brand image and by
launching different attractive marketing campaign they are successful to attract the customers
towards it. That is why. Rootman and Krüger (2017) examined that with such attitude, most of
the time, customer provoked to buy products even they do not required such. This might affect
their income level and also causes direct impact upon their performance as well.
Perception within psychological factor is all about selecting, organizing and interpreting
the information in such a way that helps to provide a meaningful experience to their customers.
This is also affected by three different perceptual processes which includes selective attention in
which marketers tries to attract the customer. Next is distortion in which customer try to interpret
information in such a way that support what customer already believe. Third is retention in
which company collect information in order to retain their beliefs. Chen and Yao (2018) also
supported the same by stating that with the help of such factor, the shopping experience of the
customer can be analyzed. In every nation people have different attitude towards products that is
why, it is a duty of marketers or company to identify the trend so that it will help to meet the
defined aim of a customer.
As per the changing marketing trend, customer buying decision are affected and among
all they influence from family. For example, if a member of family is in favor of specific product
then their children and relative also affected from the same and purchase the same. This in turn
reflects that there is a need to identify the trend and pattern because it affects the overall pattern
either positively or negatively. Also, Akram and et.al., (2018) shared their views and stated that
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