Impact of COVID-19 on Consumer Behavior in Different Countries

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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