Impact of Covid19 on Consumer Buying Behaviour in Retail Sector

This research paper analyzes the impact of Covid19 pandemic on consumer buying behaviour in retail sector. It covers factors impacting consumer buying behaviour, challenges faced by retail sector, and more.

Business research project

CONTENTS
CHAPTER – 1: INTRODUCTION & TERMS OF REFERENCE...........................................1
1.1 Research rationale.......................................................................................................1
1.2 Research problem........................................................................................................1
1.3 Research questions......................................................................................................2
1.4 Research aim...............................................................................................................2
1.5 Research objectives.....................................................................................................2
CHAPTER– 2: LITERATURE REVIEW.................................................................................3
2.1 Introduction of the chapter..........................................................................................3
2.2 Concept of consume buying behaviour.......................................................................3
2.3 Factors impacting consumer buying behaviour...........................................................4
2.4 Impact of covid19 global pandemic on customer buying behaviour within retail
sector 5
2.5 Challenges faced by retail sector due to covid19 pandemic........................................6
CHAPTER– 3: RESEARCH METHODOLOGY.....................................................................8
3.1 Research methodology................................................................................................8
3.2 Sampling......................................................................................................................8
3.3 Data collection methods..............................................................................................8
3.4 Data analysis methods.................................................................................................9
3.5 Ethical considerations..................................................................................................9
3.6 Research limitations....................................................................................................9
CHAPTER – 4: FINDINGS, DISCUSSION & ANALYSIS..................................................11
4.1 Statistical analysis.....................................................................................................11
CHAPTER – 5: CONCLUSION & RECOMMENDATIONS................................................23
REFERENCES.........................................................................................................................24
APPENDIX..............................................................................................................................27
Questionnaire........................................................................................................................27

CHAPTER – 1: INTRODUCTION & TERMS OF REFERENCE
1.1 Research rationale
The retail industry plays a very important role in identifying as well as evolving gross
domestic product of varied nations. As an industry, retail is being regarded as one of the most
significant source of employment. It helps in connecting the clients with their requirements
and desires. From the year 1930s, marketers are making an attempt to comprehend the
consumer buying behaviour for predicting the activities of the customers as well as their
future purchase. Nevertheless, during the past few years, there has been great development
being witnessed in the retail industry (Afifah and et.al, 2021). There were many channels
being created which has made the customers perform in a different way. In the current era,
novel options for purchasing as well as shopping instead of brick and mortar stores have been
evolved and present for the clients. This shift was mainly due to change in the rapid
technological development and transition in the online retailing sector due to covid19
pandemic.
Because of this pandemic there has been noteworthy influence on the retailing sector
as a novel pattern of behaviour was born under the impact of the epidemic. Due to the
requirement, the unexpected movement of clients in relation with online channels was
apparent. There has been generation of new preventive strategies as well as laws concerned
with the manifested augmentation in the social awareness linked with stress along with fear.
Additionally, the pandemic was the main reason behind the changing behaviour of the
customers in regards with new manners of buying which was infrequently existed earlier
(Verhoef, Kannanb and Inman, 2015). Nonetheless, the current shopping experience of the
customers will going to influence the future behaviour of the customers in regards with the
particular alteration as well as adaptation. The novel manner of behaving as well as action
which the customers have accepted throughout the crisis period impacts the old-style buying
behaviour which is left to the subsequent generation.
1.2 Research problem
Because of the pandemic of Covid-19 there has been abundant impacts on online as
well as offline channels. On the first hand, it has augmented the demand of the online
channels which correspond with the changeover of retailing and this can optimistically
influence the retail sector. However, on the other hand this pandemic has resulted in decrease
in the demand of physical channels which can impact the retailers negatively (Nguyen,
1

Armoogum and Nguyen Thi, 2021). But, the choice amid the varied channels for purchasing
products and services is driven by behaviour of the customers. Since there has been
restrictions due to covid19, it is highly assumed that the purchase behaviour of the customers
has been altered. More particularly, here comes the main emphasis of the present research
paper which is targeting to analyse the impact of covid19 pandemic on the consumer buying
behaviour in retail sector.
1.3 Research questions
For the purpose of competing the research work effectively there will be requirement
of certain research questions and these are as follows:
 What is the concept of customer buying behaviour?
 Which factors impacts consumer buying behaviour?
 What is the impact of covid19 global pandemic on customer buying behaviour within
retail sector?
 What challenges are being faced by retail sector at the time of global pandemic?
1.4 Research aim
The main aim of the current research work is “to determine the impact of covid19
global pandemic on the customer buying behaviour in retail sector”.
1.5 Research objectives
In order to fulfil the above mentioned research aim effectively, the researcher is
required to have some small objectives and these are being defined underneath:
 To determine the concept of customer buying behaviour.
 To analyse the factors impacting consumer buying behaviour
 To identify the impact of covid19 global pandemic on customer buying behaviour
within retail sector
 To examine the challenges being faced by retail sector at the time of global pandemic.
2

CHAPTER– 2: LITERATURE REVIEW
2.1 Introduction of the chapter
Talking in connection with this segment, it assumes a vital part in the general
examination project because of the way that it gives total engraving of the past work being
led by various specialists in respects with the current branch of knowledge. What's more, the
writing review part of the undertaking isn't just confined towards assessing the previous work
performed by the agent rather it involves performing examination, affiliation and refreshing
current realities of the work which should be considered in the current exploration work by
the analyst. Moreover, it likewise incorporates data from differed diaries, magazines, articles
and online distributed investigations connected with the current subject under study. Relating
to this, it stands firm on critical foothold in the exploration work.
2.2 Concept of consume buying behaviour
As stated by Priest (2016), the purchasing conduct of the client significantly
accentuate on the buying exercises of the clients before and in the current that covers the
entire methodology right from picking the item and buying something similar. According to
Blachman (2018), the buying system fluctuates from one client to another and can be just
purchasing or shopping. Together these terms are different as purchasing happens when the
consumer have earlier information on the necessary product, aim it and buy that product
straightforwardly. Be that as it may, shopping is characterized to the longing as well as
delight being passed through simple noticing an item which the consumer doesn't need.
Regardless, every single client changes in their mentalities, standards, faith as well as
characters. Online and physical stores provides different involvement to the people and
hence, the upcoming conduct of the consumer modifies and change according to their present
insight of shopping.
As per Nguyen, Armoogum, and Nguyen Thi (2021), purchasing conduct of the
customer is the moves that is made by them prior purchasing any of the items and
administrations from any kind of outlet. It is the interaction which incorporates counselling
web crawlers, drawing in with the media and utilizing of web-based media sites and so forth.
It is generally significant for the business as it supports them in designing their showcasing
techniques effectively and drives to the promoting endeavours that is having effectively
impacted the clients to purchase their past products and services. On the off chance that
customers are supporting in making their business beneficial, this may bringing about
3

enchaining customer and making their advantage more agreeable. Additional, this subsequent
in making valid and solid data about a shopper purchasing conduct (Sardjono and et.al,
2021). For upgrading of the brand picture of the company before clients, then it might be
done through making video crusades, print promotions and online media crusades which
benefits in gaining more amount of organizational benefits as well as incomes.
2.3 Factors impacting consumer buying behaviour
As stated by Wadera & Sharma (2018), there are different factors through which the
customers purchase behaviour can be influenced and they are being categorised into two
groups that is internal as well as external factors. Talking in relation with the internal
influences, according to Hoyer & Krohmer (2020), they majorly depends upon person to
person. Furthermore, these influences are being caused due to varied kinds of dimensions
such as personal factors, cultural factors and loyalty. All these factors critically influence the
procedure of buying of the customers over the period of time in three phases such as pre,
during as well as post buying process. Further, Nayeem (2019) has also demarcated that
factors related to culture influence the actions along with the behaviour of the people and
similarly also impacts their character and decisions. It can be noticed that two people from a
particular or same culture are more likely to share common thoughts, values as well as
opinions. In addition to this, there are numerous researches being undertaken on personal
factors and have stated that age, personalities along with the economic situation of the people
also influences their decisions regarding buying of a particular thing. In the same manner,
customer loyalty is also being regarded as an important conclusive element which highly
affects the behaviour concerning the repetitive purchase events.
Moving further, there are different external influences that are relied on the aspects
which cannot be controlled by the customers. All these influences are being developed from
the factors which are external in nature. First and foremost is motivational influences. As per
Ling & Yazdanifard (2015), showcasing techniques, value limits, deals offers and
advancement impact the clients mentally. Also, area of the physical stores is one more outer
variable that assumes a vital part in convincing the conduct of the clients in regards with
buying products and services for satisfying their requirements as well as needs. In addition to
this, perhaps the main outside factors that impact the purchasing conduct of the client is
emergency. Centering in connection with emergency, it has its set of experiences of crucially
affecting the networks and people because of shortage of food, cover, principal prerequisite
of life plus water. As a result of these effects the way wherein individuals carry on with their
4

life is modified. The latest model in regards to this is Covid19 pandemic. Because of this,
individuals have transformed their purchasing conduct and begun buying by means of online
stages because of dread of getting contaminated (Vinod and Sharma, 2021). Due to this there
has been occurrence of another period of buying which have not been happened earlier.
2.4 Impact of covid19 global pandemic on customer buying behaviour within retail sector
Covid19 has been regarded as the global catastrophe of the year 2020 which came
along with unexpected effects on the health as well as economy across the world. Due to the
influence of this pandemic numerous people have altered their behaviour which they had
before in relation with working, studying, entertaining as well as purchasing. Because of this
epidemic there has been occurrence of global panic along with traumatic condition for all the
consumers throughout the globe (Korkmaz and Seyhan, 2020). It can be dais that there has
been a birth of unusual behaviour of the consumers which were recognized by the retail
sectors majorly. According to Laato et.al, (2020), at the commencement of covid19, when the
world has faced important storing of the consumer related merchandise such as food, it was a
signal of the influence of pandemic on altering behaviour of the people in relation with the
novel stage of buying which was not existent earlier. However, as per Alaimo (2020), the
later phases, the consumer behaviour begin embracing online channels digitally for majority
of their requirements as well as desires particularly in the nations which have faced
lockdowns and restrictions. As stated by Zhao & Bacao (2021), utilization of varied kinds of
technologies have augmented from the appearance of the covid19 pandemic. Furthermore,
individuals have also supposed advantages from the present available technology such as
online retailing in fulfilling their varied requirements.
Moving further, because of this epidemic along with the augmentation in the
requirement for online channels, most of the retailers have started considering the strategy of
making more investment in their online channels. New evolvement projects were being
carried out by the business organizations involved in the retail sectors for increasing
accessibility as well as flexibility such as mobile applications for the people who are
searching more level of contentment for their wants and requirements. According to Zhao &
Bacao (2021), the projects being developed by the business organizations and the retailers
was being regarded as a motivational factor for the consumers for feeling secure and for
perceiving more amount of faith from the online buying method owing to the requirement.
Thus, it can be attributed that the overall consumption along with usual behaviour of the
customers were totally altered during the pandemic. Moreover, more and more individuals
5

have begun utilizing online channels for accomplishing their wants (Vukasović, 2021).
Nevertheless, this epidemic has resulted in change in the attitude of people all across the
globe and the manners of behaving pertaining to novel regulations which depicted an
important modification in the trust of people, social awareness and the manners of
integration.
As per Erokhin & Gao (2020), as coronavirus significantly affected each area of the
world, retail exchange advancement is additionally impacted. Coronavirus has owed to the
item inside the retail area. This is with regards to the development of the structure of the
business. It is distinguished the way in which this pandemic has assisted retailers with being
imaginative. Considering the example of Tesco, it has really tried to give its all to work and
satisfy the fulfilment of the customers during the pandemic time frame. Dave Lewis, Tesco
CEO said that "Their benevolent endeavours, combined with our intrinsic upper hands in
stores and on the web, assist with affirming that everybody can get the food they need in a
protected climate". In just five weeks, representatives of the company have multiplied their
web-based ability to help their clients as well as change their stores by friendly separating
measures with a view to make their client shop more securely (Gani and et.al, 2021).
By means of the rise of covid-19, countless organizations together with Tesco have
started to work through internet business. As per the diary of the Organization for Economic
Co-activity and Development, the interest has moved from physical retail to internet business.
As the severe limitations social removing to keep away from disease, customary actual retail
organizations practically put off and they started to work through online business. As per
Rigby (2021), the online business of Tesco was growing up practically twenty two percent
after the extension of the lockdown with expanded conveyance limit during the previous
spring's first lockdown (Bandyopadhyaya and Bandyopadhyaya, 2021). Furthermore, Tesco
is one more retailer that has been compensated by adjusting to web based shopping
inclinations of the customers throughout the pandemic. The organization has expanded its
internet based conveyance ability to 1.5 million spaces each week and before the completion
of August 2020, online deals had expanded by almost seventy percent year-on-year.
2.5 Challenges faced by retail sector due to covid19 pandemic
As per the viewpoint of Prasad and Srivastava (2021), there are different kinds of
challenges which are being faced by the retail sector because of the current covid19
pandemic. There were many people who were reluctant to make purchase and due to this
sales of numerous retails stores declined. Many firms have shut down due to restriction of
6

movement of people. However, due to the emergence of this pandemic there has been
development of new online channels in the retail sector which has changed the customer
buying behaviour. Although it has put different challenges in front of the retail sectors, but it
has led to the development of this sector as well. Taking the example of Tesco, the business
of this retail store have completely changed in the couple of months following the outbreak as
compared to whole of the past decade (Chae, 2021). The pressure of this change was being
felt throughout the teams of the firm. The financial department of the company faced
different challenges and also played an important role in the immediate response of the
company to the crisis. They worked with colleagues for supporting the fast execution of wide
operational modifications. The business has been doubled for the online grocery shopping
and due to the peak in the crisis there has been recruitment of around 50000 new temporary
employees for supporting their already existing workforce on the shop floor. Corresponding
many other nations, one significant alteration that the finance team has made at the beginning
of the crisis was movement towards remote working. Because of the supportive culture of the
firm this process went quite smoothly. The finance department of Tesco has adopted an open
strategy towards flexible working for promoting enhanced work life balance. Thus, it can be
said that the whole UK gas faced unexpected economic down turn yet people are required to
eat for living (Arribas-Ibar, Nylund and Brem, 2021). The finance department played an
important role in offering correct insights on the ways people are buying and this has
supported in informing the decision being made by the business.
7

CHAPTER– 3: RESEARCH METHODOLOGY
3.1 Research methodology
Research methodologies plays a very crucial role for effective completion of the
overall research work. There are different research methods which can be selected by the
researcher for accomplishing the objectives such as qualitative and quantitative research
methods. Focusing in relation with the quantitative methods, it offers numerical information
and incudes mathematical calculations (Andrew, Pedersen and McEvoy, 2018). The results
being obtained from these methods are valid and authentic. On the other hand, qualitative
research methods involves subjective presentation of the information. In the present research
work, quantitative analysis is being utilized by the investigator. This is selected as it will
going to obtain information which will be reliable, accurate as well as trustworthy.
3.2 Sampling
Speaking in relation with sampling, it is being referred as the approaches of choosing
some of the samples from large population. Further, sampling from the population is most of
time regards as practical and helps in collecting the information quickly. There are different
methods of sampling that is probabilistic and non-probabilistic sampling method. Probability
sampling is defined as the method wherein each and every individual have an equal chance of
getting selected. On the other hand, non-probabilistic sampling is defined as that method
which involves non-random selection of participants based on certain criteria. In the present
research study, simple random sampling method is being adopted by the investigator. A
sample of 40 customers have been selected randomly (Denscombe, 2017). This method will
going to support in offering equal opportunities to each and every member to be selected as
the sample under the current study.
3.3 Data collection methods
There are majorly two types of data collection methods which can be adopted by any
investigator for effectively completing the research study. These two important methods are
primary as well as secondary data collection methods. Focusing in relation with primary data
collection, it involves collecting the information for the first time for the purpose of the
research work. Such information has not been obtained by any other in any form of research
work. Primary data is more reliable and accurate and can be collected by conducting
interviews, surveys etc. (Creswell, 2019). On the other side, secondary data collection
method signifies the information which are already existing in relation with the concerned
8

topic. In reference with the present research project, the researcher is making use of both
primary as well as secondary data collection method. Primary data is gathered by carrying out
survey of 40 employees by seeking help from questionnaire which includes close ended
questions. Furthermore, secondary data is being collected by exploring varied kinds of books,
journals, article and online published resources related to the current topic. The secondary
data is being presented in the form of literature review.
3.4 Data analysis methods
Data analysis plays a very crucial role in the whole research work as it involves
inspecting, transforming as well as modelling the collected information with the soul aim to
discover useful outcomes and conclusion. There are basically two types of methods through
which data can be analysed that is qualitative analysis and quantitative analysis technique. As
far as the qualitative methods are concerned, they analyse verbal, subjective and behavioural
information (Graziano and Raulin, 2016). On the other hand, quantitative data analysis
method involves evaluation of information using numerical and mathematical tools. In the
current research work, investigator has utilized frequency distribution method which will
support in accumulating information which are numerical. Furthermore, different graphs and
charts is being utilized for analysing the data and presenting it in an effective manner.
3.5 Ethical considerations
Ethical consideration is being regarded as the heart of the research project and thus, it
is important on the part of the research to consider all the components of guarding the
collected information from the respondents and secondary sources significantly. Some of the
ethical consideration being taken into account in the current research are as follows:
 Each and every data accumulated in the present research work is confidential and
respected effectively
 Prior permission of participants were being taken and no one has been forced to be a
part of the research (Brink, 2015)
 Information being gathered from the secondary sources were obtained from reliable
sources and from the public forums which are available freely on the internet
3.6 Research limitations
Each and every research have some or the other limitations. The very first limitation
of the current research work was related to non-availability of finance. Primary research
involves high amount of cost and that is the reason secondary research have also been
9

undertaken by the researcher. Secondly, due to lack of time it was not possible for the
researcher to carry out extensive research. Other than this, responses being received from the
participants might be biased and thus, the results of the study might have been impacted.
However, problems related to time management was effectively managed by the researcher
through development of Gantt chart. It has helped in making schedule of the specified
activities that needs to be performed in the current work.
10

CHAPTER – 4: FINDINGS, DISCUSSION & ANALYSIS
4.1 Statistical analysis
Under this, scholar can easily discover the trend and pattern of the data set and then
help researcher to make a decision. For statistical analysis, descriptive statistics has been
performed which summarise data points in a constructive manner.
How
long
you
are
worki
ng
with
Tesco
?
Do you
think
that
custom
ers are
influen
ce from
online
shoppi
ng
more
than
offline?
Which
of the
followi
ng
factor
highly
influen
ce
custom
er
buying
behavi
or?
Do
you
identif
y any
chang
e in
shoppi
ng
pattern
of
custo
mer
after
covid1
9?
Does
your
compan
y offer
any
discoun
ts to the
custome
r during
pandem
ic?
Are you
satisfied
with the
strategies
implemen
ted by
company
to attract
customer
during
pandemic
?
Is there
any
positive
impact
identifie
d over
custome
r
buying
behavio
r during
pandem
ic?
Does
custome
r face
any
challen
ge
while
shoppin
g with
compan
y at the
time of
pandem
ic?
Which
of the
followi
ng
challen
ge you
face at
the
time of
Covid1
9?
N
Vali
d 40 40 40 40 40 40 40 40 40
Mis
sing 0 0 0 0 0 0 0 0 0
Mean 2.675
0 1.7000 2.2250 1.7000 1.8250 2.4500 1.7250 1.6750 2.9000
Median 3.000
0 1.0000 2.0000 1.0000 2.0000 2.0000 1.5000 1.0000 3.0000
Mode 3.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 4.00
Std.
Deviatio
n
.9442
8 .82275 1.1654
8 .82275 .84391 1.31948 .81610 .82858 1.1723
3
11

Varianc
e 0.892 .677 1.358 .677 .712 1.741 .666 .687 1.374
Skewne
ss -.632 .622 .354 .622 .350 .572 .559 .687 -.501
Std.
Error of
Skewne
ss
.374 .374 .374 .374 .374 .374 .374 .374 .374
Kurtosis -
0.429 -1.233 -1.363 -1.233 -1.517 -.757 -1.265 -1.189 -1.301
Std.
Error of
Kurtosis
.733 .733 .733 .733 .733 .733 .733 .733 .733
Minimu
m 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00
Maximu
m 4.00 3.00 4.00 3.00 3.00 5.00 3.00 3.00 4.00
Interpretation: In accordance with the above table, it has been interpreted that average
number of selected respondents are working so long with the firm i.e. from last 3 years,
employees are working within a firm. Moreover, majority of the participants stated that
customers are influence from online shopping more than offline at the time of pandemic. This
shows that people shift toward online due to strict restriction imposed by government in
countries. Also, 50% of the chosen participants stated that psychological factor mainly
influences the buying behavior of customers whereas majority of them stated social factor
change the perception of people directly.
Apart from this, the descriptive statistic also entails that employees of Tesco identify
the change in shopping pattern after pandemic because Covid-19 encourages people to use
online shopping because it is time saving method than offline. Along with this, chosen firm
also offer range of discounts to the products in order to attract customers so that effective
outcome can be generated in term of increase in sales. Average number of employees are
satisfied with the strategies implemented by company in order to attract customers at the
pandemic and this in turn assist to generate a better outcome. Also, 50% of them stated that
customer face many challenges while shopping at company during covid-19 and this also
12

affect their shopping behaviour adversely. That is why, company need to focus upon their
customer need so that they could offer the same in order to meet their demand. Further,
majority of the people stated that employee faces challenges while working at Tesco which
includes firing, decrease in sales and ineffective retail execution that also affect their
performance in negative manner.
Thematic analysis
In this section, scholar also uses thematic data analysis in which different themes will
be formulated on the basis of research question. In order to make the entire study more
presentable, scholar also design charts and table by SPSS software so that the views of
selected candidate can be determined.
Theme 1: Majority of the workers are working from last 3 years
Frequency Percent
Last 1 year 7 17.5
Last 2 years 5 12.5
Last 3 years 22 55.5
Last 5 years 6 15.0
Total 40 100.0
13

Interpretation: In accordance with the above table, it has been interpreted that majority of the
respondents are working so long with Tesco and that is why, they provide better results as
compare to others. Such that out of 40 respondents, 7 of them stated that they work from last
1 year, whereas 5 of them stated last 2 years. Also, 22 employees of Tesco working from last
3 years and that is why, they can provide perfect answer pertaining to chosen research topic.
However, only 6 of them stated that they work from last 5 years. Overall, all the selected
respondents can easily provide answer pertaining to chosen topic.
Theme 2: Yes, customers are influence from online shopping more than offline
Frequency Percent
Yes 21 52.5
No 10 25.0
Don't know 9 22.5
Total 40 100.0
14

Interpretation: The result of the primary research depicts that around 21 respondents stated
that yes customers are being influenced by online means more as compared to the offline
ones. However, there were around 10 respondents who were of the view that offline shopping
is more interesting and are not influenced by online shopping. The remaining 9 respondents
were actually does not know whether customers are influenced by online or offline shopping.
Theme 3: Social factor highly influence customer buying behaviour
Frequency Percent
Social 15 37.5
Psychological 9 22.5
Personal 8 20.0
Cultural 8 20.0
Total 40 100.0
15

Interpretation: When it was asked from the participants of the primary research about the
factors which influence customer buying behaviour then around 15 of them stated that it is
the social factors that impacts their behaviour. The other 9 participants were of the view that
psychological factors changes their behaviour however there were 8 participants who stated
that their purchase behaviour changes due to the personal factors. The remaining 8 out of 10
participants stated that customer buying behaviour is being influenced by cultural factors.
Theme 4: Yes, there is a change in shopping pattern of customer after covid19
Frequency Percent
Yes 21 52.5
No 10 25.0
Don't know 9 22.5
Total 40 100.0
16

Interpretation: When it was inquired from the participants whether a change has been
noticed in the behaviour of the customers after covid19 than around 21 participants stated yes
and there were 10 who said that they didn’t noticed any change due to covid19. The
remaining 9 didn’t responded to this by saying that they are not aware of this shift of
consumer behaviour.
Theme 5: Yes, company offer discounts to the customer during pandemic
Frequency Percent
Yes 18 45.0
No 11 27.5
Don't know 11 27.5
Total 40 100.0
17

Interpretation: When it was questioned from the participant that whether the firm has offered
different discounts to the customers during the time of covid19 pandemic then it was
explored that 18 out of 40 respondents said that yes the company has provided different
discounts and schemes to the customers. However, there were 11 participants of the primary
research which have confessed that the firm has not offered any kind of discounts to the
customers. Furthermore, the remaining 11 was not knowing whether the firm has offered
discount or not.
Theme 6: Employees are satisfied with the strategies implemented by Tesco to attract
customer during pandemic
Frequency Percent
Highly satisfied 12 30.0
Satisfied 11 27.5
Neutral 8 20.0
Dissatisfied 5 12.5
Highly dissatisfied 4 10.0
18

Total 40 100.0
Interpretation: At times when the participants were being inquired in relation with the
satisfaction level for the strategies being executed by the company for attracting customers
during covid19 pandemic 12 participants stated that they are highly satisfied, 11 of them
stated that are quite satisfied with the strategies being implemented by the firm. Moreover,
there were around 5 and 4 participants who were of the view that they dissatisfied and highly
dissatisfied with the strategies being implemented. However, there were 8 participants who
were neutral with their choices.
Theme 7: there is a positive impact identified over customer buying behavior during
pandemic
Frequency Percent
Yes 20 50.0
No 11 27.5
Don't know 9 22.5
19

Total 40 100.0
Interpretation: This theme is concerned with determining any positive impact on the
customer buying behaviour at the time of pandemic. When this was questioned to the
respondents than around 20 out of 40 participants stated yes and 10 out of 40 stated no
towards this. In addition to this, there were 9 respondents who said that they don’t know
whether there is has been appositive impact on the customer buying behaviour or not.
Theme 8: Yes, customer face many challenge while shopping with Tesco at the time of
pandemic?
Frequency Percent
Yes 22 55.0
No 9 22.5
Don't know 9 22.5
Total 40 100.0
20

Interpretation: When it was inquired from the customer in this regard than around 22
participant said that customers faced different challenges while shopping from their company.
The other 9 stated that customer did not faced any challenges. However, there were 9
participants who said that they are not aware about this.
Theme 9: Different challenges faced by the company at the time of Covid19
Frequency Percent
Firing 7 17.5
Decrease in sales 8 20.0
Ineffective retail execution 7 17.5
All of these 18 45.0
Total 40 100.0
21

Interpretation: When this was asked from the participants than 7 stated that firing of
employees was the major challenge being faced by the firm, 8 of them were of the view that
it was decreased sales, other 7 stated that it was related to ineffective retail execution and the
remaining 18 stated that all of the challenges were being faced by the company at the time of
pandemic.
22

CHAPTER – 5: CONCLUSION & RECOMMENDATIONS
Accordingly from the above investigation of the discoveries from both the primary
examination as well as investigating various writings it may be reasoned very well that the
momentum research work has put forth a decent attempts in developing the information in
connection with the adjustment of conduct of the buyers being raised by the pandemic of
Covid19 in the retailing area. This examination work has investigated as well as inspected the
ways in which emergency has affected the choice course of clients in the midst of the on the
web and physical stores. The accentuation of the current review was restricted to employees
of Tesco. Additionally, in different words, the primary point of the review was to analyse the
impact of covid19 on the conduct of individuals in connection with the retail sector.
Observationally it has been affirmed that greater part of individuals of the populace under
study has stated that customers have moved their buys towards the internet based stores. The
essential examination overview has shown this observably that 60% of them are inclining
towards online means for shopping. What's more, the study results has likewise uncovered
that around 45% of the members engaged with the essential exploration were of the view that
the job of Covid19 in pulling the trigger in moving their buying conduct towards online
stores was vital.
Moreover, the discoveries of the paper likewise mirrored that there is a wide scope of
relocation of customers in respects with purchasing from virtual stores. The exploration has
been actually able to oversee in investigating the impact in the purchasing conduct of the UK
public occurred because of the pandemic. This modification has taken place because of a few
explanation as recognized in the primary research study. It was begun that due to covid19
emergency around majority of the customers would rather not go out in the fear of getting
contaminated. They also stated some of the customers favour online stores more since it
offers assortment of choices and other added that some prefer internet based stores as it saves
their time and endeavours and the excess. The participants also stated that when customers
purchase from online stores they can without much of a stretch hunt their required items and
can contrast them and different items accessible. The noticed results of the current review
have essentially tended to that the vast majority of the web based purchasing of the clients for
their beneficial items are established on the genuine prerequisites. Then again, physical or
offline purchasing was principally established on offer as well as diversion. Consequently, it
is profoundly proposed for additional investigations to do the impact of covid19 limitations
23

on the buying conduct of clients in connection with diminishing the utilization of items and
decrease in the unnecessary purchasing of items.
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APPENDIX
Questionnaire
Demographic information:
Name:
Age:
Gender:
1. How long you are working with Tesco?
 Last 1 year
 Last 2 years
 Last 3 years
 Last 5 years
2. Do you think that customers are influence from online shopping more than offline?
 Yes
 No
 Don’t know
3. Which of the following factor highly influence customer buying behavior?
 Social
 Psychological
 Personal
 Cultural
4. Do you identify any change in shopping pattern of customer after covid19?
 Yes
 No
 Don’t know
5. Does your company offer any discounts to the customer during pandemic?
 Yes
 No
 Don’t know
6. Are you satisfied with the strategies implemented by Tesco to attract customer during
pandemic?
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 Highly satisfied
 satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
7. Is there any positive impact identified over customer buying behavior during pandemic?
 Yes
 No
 Don’t know
8. Does customer face any challenge while shopping with Tesco at the time of pandemic?
 Yes
 No
 Don’t know
9. Which of the following challenge you face at the time of Covid19?
 Firing
 decrease in sales
 ineffective retail executions
 All of these
10. Please suggest ways to improve the challenges faced by Tesco at the time of pandemic.
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