Grocery Shopping in UK During the Pandemic and Post Pandemic Time and Consumer Behaviour

This research project aims to analyse the impact of the pandemic on grocery shopping in UK and consumer behaviour: A study on Tesco. The literature review discusses how the pandemic changed grocery shopping and consumer behaviour in UK. The research methodology includes positivism research philosophy, probability sampling, and data collection methods.

Grocery shopping in uk
during the pandemic and post
pandemic time and consumer
behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
About the topic.......................................................................................................................3
Research Question..................................................................................................................3
Research Aim.........................................................................................................................3
Research Objectives...............................................................................................................3
LITERATURE REVIW...................................................................................................................4
How the pandemic changed grocery shopping and consumer behaviour in UK...................4
Research Methodology....................................................................................................................8
Chapter 4: Findings, Discussion and Analysis..............................................................................12
Data analysis.........................................................................................................................12
Interpretation and discussion of Findings.............................................................................14
Conclusion and Recommendation.................................................................................................21
REFERENCES..............................................................................................................................23

INTRODUCTION
About the topic
COVID-19 is a dangerous diseases which infects people and is caused by the SARS-Co-2
virus which effected the life of people adversely. This virus infects the human body and is
considered as a respiratory illness which creates problems in breathing for the people who gets
infected by the virus. This has created a sense of fear in the minds of customers and has resulted
in anxiety and stress among people. Coronavirus has affected the lifestyle of people as they have
to stay at their homes completely and make them following a healthy and hygienic life which
helps them in protecting them from the effect of virus (Filimonau, Beer and Ermolaev, 2021).
COVID-19 has impacted the profitability and growth of the grocery retailers because of
complete lock-down in the UK they need to deliver more grocery items as the demand for
products rise. With the adverse effect of pandemic the retailers need to deliver products online
for easy delivery and to reduce in person contact in order to protect from the infected person. In
the pandemic customers are more interested in buying things online a compare to buy it from
offline stores, so the retailers need to promote online channels for better growth and productivity
in the competitive environment.
Research Question
Q1. How the pandemic changed grocery shopping and consumer behaviour in UK
Research Aim
This research project aims to analyse the impact of the pandemic on grocery shopping in UK and
consumer behaviour: A study on Tesco
Research Objectives
 To determine the challenges of Covid 19 pandemic on grocery shopping in the UK
 To critically analyse the effect of pandemic on consumer behaviour towards the brand
 To determine the ways that would be used by Tesco for overcoming the impact of Covid
19 on their business performance

LITERATURE REVIW
It forms out a vital and essential part of every research project that comprises of analysis and
review of the pre-exiting facts to supports and leads out a base for further investigation. Beside
this, literature review supports a framework for creation and generation of the knowledge
through analysing data and information based on a specific topic. The current literature review is
tending to be based on determining and analysing that how the pandemic has changed the
grocery shopping and consumer behaviour in UK. To meet and achieve this aim, use of review of
various articles is being made to review and analysis the set to objective, a discussion of which
has been provided as below;
How the pandemic changed grocery shopping and consumer behaviour in UK
According to (Jo, Shin and Kim, 2020), The pandemic has changed the buying behaviour
of the customers as they new prefer online shopping for purchase of goods and services from the
grocery stores. To reduce in person contact with, people started doing shopping from online
grocery stores in order to be safe and secure from the effect of coronavirus. Offline and online
shopping both are different as they offers different benefits to the customers in order to increase
their satisfaction and to gain customer loyalty and brand image. COVID-19 has impacted the
performance and profitability of the grocery retailers which creates problem for them to sustain
in the competitive environment. The grocery stores faced various challenges because of COVID-
19 which resulted in reduced growth and productivity in the market. For this, the grocery
retailers has shifted towards online platforms for buying products so that they can fulfil their
basic needs and wants in the time of pandemic. Online grocery stores has came up with several
challenges such as payment mode, health related safety measures, online ordering and delivery,
and unclear product description. These issues are generally faced by the customers at the time of
online purchase which makes the purchase of product difficult and time consuming. With the
changing situations and conditions at the time of pandemic globally has increased the risk of
virus and also creates a sense of fear in the minds of people. Challenges faced by the grocery
stores in UK with the surge of COVID-19 in the economy are explained below:
 Protect customers and employees – Ensuring the health and safety of employees and
customers is one of the major challenge faced by grocery stores in UK which creates
problem for them. As the COVID-19 prevails in the economy the demand for basic

grocery items rise as customers want to fulfil their basic needs and expectations. The
grocery stores must provide online trainings to their employees to work with taking al the
safety measures to run the business operations effectively. Offering products online to
customers helps in enhancing their experience and helps in making orders easily available
(Marinković and Lazarević, 2021).
 Adopt technology to forecast demand – As the demand for products and services is
changing in the time of pandemic, the grocers must maintain full visibility of their
technological networks so that online delivery of products is enhanced. As the customers
are now preferring online shopping to reduce the effect of coronavirus and to protect
from getting infected the grocery stores has to adopt online platforms for purchasing
grocery items. This helps the grocery retailers in gaining more market share and customer
base in the time of tough competition and increased demand.
 Evolve business model – Developing business model according to the changing
situations and conditions like COVID-19 has forced the grocery retailers to place
optimum changes for attaining demand of products and services in the market. The
grocery retailers has top prepare themselves to work according to the changing demands
and management of supplier. The changing demand of customers in the time of pandemic
has raised the consumption of grocery items as people were packed at home and cam not
go anywhere.
 Payment mode – As the customers are moving towards online shopping for the purchase
of products and services in the market, the major challenge that grocery retailers and
customers face is the problem of payment. While ordering products online the customers
wants to do payment properly so that they receive products on time at the doorstep of the
customer house. The grocery retailers need to offer easy modes of payment online which
makes the process of payment easy for customers.
 Health and safety measures – With the surge of COVID-19 globally has changed the
buying behaviour of the customers which is a major challenge faced by the grocery
retailer. Following proper and effective safety measures is important for the grocery
retailers as people now a days are more hygienic and healthy to protect themselves from
the effect of coronavirus (Panzone, Larcom and She, 2021). So grocery retailers needs to

follow proper sanitization and vaccination process to build trust and sense if safety while
buying grocery items from the store.
Challenges of Covid 19 pandemic on grocery shopping in the UK
According to the viewpoint of Sehgal, Malviya and Dubey, 2021 it has been analysed that during
the outbreak of COVID-19 there is a significant shift in the consumer behaviour. Covid-19
transformed grocery shopping and disrupted this sector in adverse manner. It has been underlined
that in United Kingdom COVID-19 impact behaviour of consumer segment and change their
attitude. It has been analysed that the trend of online shopping significantly increased in the
provinces of United Kingdom due to public health restrictions as well as a social distancing
measures (Pantano, Scarpi and Dennis, 2020). This lead most of the grocery stores to emphasise
more upon digitalization in order to provide services to consumers. Furthermore it has been
evaluated that grocery sector in United Kingdom is playing important part of the economy and
its contributing in effective manner in the country GDP. This industry has been affected in terms
of drastic change in the attitude of consumers and it’s facing challenges associated to
implementing digital technology and updating them on regular basis in order to satisfy needs and
demands of consumers in an effective manner.
Effect of pandemic on consumer behaviour towards the brand
According to the perception of Zulauf, Wagner and Cechella, 2020 it has been analysed and
there is a huge impact of the outbreak of COVID-19 on the impact of consumer behaviour as
individuals for more emphasise upon digital buying. In addition to this it has been identified that
there is also change in the attitude of consumers in terms of healthy buying as they emphasise
more on health perspectives. This pandemic spend make also change the purchasing behaviour of
consumers as they were more focus on hygienic and cleaning products (Naeem and Ozuem,
2021). Furthermore it has been analysed and due to the outbreak of this pandemic many
consumers shifted their purchasing pattern towards digital shopping and are more attracted
towards free delivery and flexible purchasing offer (He and Harris, 2020). Thus it has been
analysed that in order to duly satisfy leads and demands of consumers it is essential for
organizations in grocery sector to focus on understanding the change in consumer behaviour as
well as attitude this will help them to implement effective measures in order to overcome the
challenges in a well defined and effective manner (Valaskova, Durana and Adamko, 2021). From
the trend analysis it has been identified that majority of customers are seeking for online

shopping facilities as well as free delivery option. This signifies that their attitude has been
drastically changed due to the outbreak of COVID-19 in which they are more emphasise towards
safe and healthy purchasing.
Ways that would be used by Tesco for overcoming the impact of Covid 19 on their business
performance
According to the viewpoint of Oliveira, Santos and Lopes, 2021 it has been analysed at Tesco is
performing its operation as a leading store which is providing wide range of products and
services to customers . It has been analysed that due to the outbreak of COVID-19 there is a
dramatic and drastic shift in buying behaviour of consumers. In this it is essential for company to
take advantage of effective ways that will help them to significantly overcome the impact of
COVID-19 on their business performance (Naeem, 2020). In this Tesco with the help of taking
advantage of investing in digital technology can provide more digital shopping experience to
customers. This will help organization to satisfy majority of population and enhance its
competitiveness in market segment. In addition to this company can also undertake advantage of
emphasising upon healthy and safety measures and providing more discount, vouchers, coupons
that will help customers to be significantly influenced (Vancic and Pärson, 2020). It has been
analysed that due to the outbreak of the spend make income level of consumers also decreased.
In this with the help of taking advantage of providing attractive discounts coupons royalty
program another attractive options Tesco can not only generate attention of large number of
consumer base but can also boost their overall profitability and sales.
Thus according to the above analysis of the viewpoint of Hobbs, 2020 various authors,
books, generals and articles it has been identified that the outbreak of COVID-19 pandemic has
dramatically changed the manner of grocery shopping behaviour of consumers in the provinces
of United Kingdom. Nowadays consumers are more focused upon healthy safe and secure
shopping experience in which they are more focusing to have opportunity and possibility of
digital shopping and free online delivery (Kitz, Charlebois and Music, 2022). In order to enhance
overall competitiveness in this environment Tesco with help of evolving their business model
and adopting latest technology according to the demand and perception of customers can
enhance their overall growth. Most of the authors stated that in today’s business world in grocery

sector digital technology is playing key essential role to enhance overall sales profitability and
satisfaction level of consumers.
Research Methodology
Research methodology
Research methodology is inclusive of method strategy that researcher undertake in order to fulfill
overall goals and objectives of research. This part plays essential role in addition to this it has
been underline that research methodology is mainly a procedure or technique which assist
researcher to evaluate select process and analyse information related to the topic. With the help
of this researcher can focus on conducting research in an appropriate manner (Mukherjee, 2019).
In order to conduct present research investigator have selected positivism research philosophy.
The primary objective behind undertaking use of this approach is that with the help of this
investigator can conduct in depth analysis the collected facts and figures in practical and
scientific manner.
Sampling
Sampling is a procedure of collecting the information from large number of population. It is
categorised into two forms such as probability and non-probability sampling (Babii, 2020). In
this research, the chosen sampling method is probability sampling as it provides an equal chance
to respondents to answer the questions in efficient manner. The chosen umber of respondents for
answering the questions is 20 employees of Tesco. The respondents are selected on the basis of
random sampling.
In addition to this it has been underlined that this is mainly a strategic process through which
investigator can conduct research in can fulfill overall objectives in effective manner. With the
help of taking advantage of random sampling method investigator is aiming towards to provide
equal opportunity to all the respondents (Willmott, 2020). The respondents that organization
have selected are employees of company. This selection has been done by investigator, in order
to conduct research in effective manner as employees are having appropriate knowledge

associated to the topic. This method investigator will provide equal opportunity to all employees
in order to conduct research in in biased manner.
Data collection method
In terms with research methodology data collection method plays essential roles. These
are mainly inclusive of appropriate form of methods which help investigator to conduct overall
research in an well-defined and effective manner. It has been analysed that primary and
secondary are basically two types of research methods which allow investigator to conduct
research in appropriate manner (Nayak and Singh, 2021). Both methods plays essential role to
fulfill overall research objectives. In context with present researcher undertaken advantage of
both primary and secondary source of data collection method. In context with primary method
the main aim behind taking advantage of this is to collect and accumulate first hand and
authentic set of data in which with the help of questionnaire researcher acquire viewpoint of
various respondence. This will help investigators to fulfill overall research with viable and
effective information and data. While on the other hand in terms with secondary data collection
method investigator focus on collecting information and data with the help of taking use of
books, generals and viewpoint of authors in order to conduct research in appropriate manner.
Data analysis methods
In order to accomplish objectives of present research researcher has selected the
advantage of both primary and secondary source of data collection method. In this in primary
method investigator have selected questionnaire to analyse viewpoint of respondents in this data
analysis is being undertaken by investigator with the help of taking use of pie chart and
frequency table (Orth and Maçada, 2021). While in context with secondary data collection
method in which viewpoint of various authors, general or books articles has been done with the
help of analysing the collected data and information, with the help of literature review. The
primary motive behind this is to conduct research with the help of authentic set of data and
information.
Ethical considerations
In order to fulfil aims and objectives of research ethics plays a vital and crucial role.
Furthermore it has been underlined that there are various forms of ethical issues that researcher
can face during the process of conducting research in order to conduct present research
investigation in effective manner, while emphasising upon all the ethical consideration

investigator properly maintained authenticity and privacy of collected information and data
(Pandey and Pandey, 2021). Furthermore in order to significantly eliminate and overcome any
form of ethical issue investigator is undertaking the advantage of BERA codes of ethics, The
primary reason behind taking use of this is to duly maintain present research authenticity in a
well defined and effective manner. In addition to this investigators also comply with the data
provision act provision with the help of this resulted in towards maintaining privacy in
authenticity of collected data and information. In addition to this researcher is also providing all
the respondents flexibility to withdraw at anytime during this research in order to respect their
perception. All the information associated to personal aspects of respondents is being kept safe
by investigators. In addition to this it has been identified that the issues of enormity and
confidentiality has been handled during this research with the help of taking use of Data
Protection Act.
Research Limitations
In order to conduct present research there are some certain limitations and challenges that
researcher has been faced. In this the main limitation were associated to selecting the most
appropriate form of data collection method in order to accomplish objectives of research in
effective manner. In this researcher were confused in terms of taking use of questionnaire or
interview in order to acquire viewpoint of respondence. This further affects in terms of little bit
delay in accomplishment of research. However is does not hamper validity of study in any
manner.
Use of below stated questionnaire is being made for collection of the primary data
Questionnaire
Q1) Are you having any understanding about the fact that the pandemic changed grocery
shopping and consumer behaviour in UK?
a) Yes
b) No
c) Lack of Information
Q2) As per your view point, what are the main challenges of Covid 19 pandemic which are
tend to be seen on grocery shopping in the UK?
a) Sudden lockdown

b) Shortage of essential food items
c) Reduction in sales of non-essential products
d) Issues in managing supply chain
e) Strict social distancing norms
Q3) Are you agreed with the fact the threat of getting infected has brings a change within
the consumer behaviour in grocery store of UK during covid-19?
a) Strongly agreed
b) Agreed
c) Strongly disagreed
d) Disagreed
e) Neither agreed nor disagreed
Q4) What are the possible effect of pandemic on consumer behaviour towards the grocery
brand?
a) Focused on the cleaning and hygienic products
b) Higher feeling of worried and anxious
c) Shift towards online shopping
d) Change in purchasing behaviour
Q5) Is online and digital shopping is the most effective way of grocery shopping during the
pandemic and post pandemic?
a) Yes
b) No
c) Lack of information
Q6) As per your view point, How the spread of the global pandemic of covid-19 has
changed grocery shopping and consumer behaviour within UK?
a) Focusing on protecting customers and employees
b) Adoption of digital technology
c) Evolving of business model
d) Shift towards online shopping
e) Improved health and safety measures
Q7) Are you agreed that certain changes and modification is being required within Tesco to

mitigate the challenge of covid-19?
a) Strongly agreed
b) Agreed
c) Strongly disagreed
d) Disagreed
e) Neither agreed nor disagreed
Q8) Which can be the some effective ways that can be used by Tesco for overcoming the
impact of Covid 19 to have better business performance?
a) Offering discount on online shopping
b) Building improved customer relationship
c) Supporting higher motivation in employees
d) Adopting proper safety measures
e) Investing more on hygienic and essential product
Q9) Any further recommendation for grocery shopping in UK to have higher sales level?
Chapter 4: Findings, Discussion and Analysis
Data analysis
To have the better analysis and review of the collect facts from the selected 20 participants
use of the below frequency table is made that present effective and systematic way of analysing
findings.
Q1) Are you having any understanding about the fact that the
pandemic changed grocery shopping and consumer behaviour in
UK?
Frequency
a) Yes 18
b) No 1
c) Lack of Information 1
Q2) As per your view point, what are the main challenges of Covid
19 pandemic which are tend to be seen on grocery shopping in the
UK?
Frequency
a) Sudden lockdown 5

b) Shortage of essential food items 3
c) Reduction in sales of non-essential products 4
d) Issues in managing supply chain 5
e) Strict social distancing norms 3
Q3) Are you agreed with the fact the threat of getting infected has
brings a change within the consumer behaviour in grocery store of
UK during covid-19?
Frequency
a) Strongly agreed 7
b) Agreed 9
c) Strongly disagreed 1
d) Disagreed 2
e) Neither agreed nor disagreed 1
Q4) What are the possible effect of pandemic on consumer
behaviour towards the grocery brand?
Frequency
a) Focused on the cleaning and hygienic products 4
b) Higher feeling of worried and anxious 5
c) Shift towards online shopping 6
d) Change in purchasing behaviour 5
Q5) Is online and digital shopping is the most effective way of
grocery shopping during the pandemic and post pandemic?
Frequency
a) Yes 15
b) No 2
c) Lack of information 3
Q6) As per your view point, How the spread of the global pandemic
of covid-19 has changed grocery shopping and consumer behaviour
within UK?
Frequency
a) Focusing on protecting customers and employees 3
b) Adoption of digital technology 6
c) Evolving of business model 2
d) Shift towards online shopping 5
e) Improved health and safety measures 4

Q7) Are you agreed that certain changes and modification is being
required within Tesco to mitigate the challenge of covid-19?
Frequency
a) Strongly agreed 4
b) Agreed 11
c) Strongly disagreed 2
d) Disagreed 1
e) Neither agreed nor disagreed 2
Q8) Which can be the some effective ways that can be used by Tesco
for overcoming the impact of Covid 19 to have better business
performance?
Frequency
a) Offering discount on online shopping 4
b) Building improved customer relationship 3
c) Supporting higher motivation in employees 5
d) Adopting proper safety measures 3
e) Investing more on hygienic and essential product 5
Interpretation and discussion of Findings
Theme 1: Changed grocery shopping and consumer behaviour in UK
Q1) Are you having any understanding about the fact that the
pandemic changed grocery shopping and consumer behaviour in
UK?
Frequency
a) Yes 18
b) No 1
c) Lack of Information 1

Interpretation
According to the above graph it has been stated that 20 out of 18 respondents were
having proper understanding about the fact that pandemic change grocery shopping as well as
consumer behaviour in the provinces of United Kingdom. While on the other hand remaining 1
respondent did not agree with this fact as they think that Brexit was the primary reason that
change consumer behaviour towards grocery shopping. At last 1 respondent did not have any
information associated to this topic.
Theme 2: Main challenges of Covid 19 pandemic which are tend to be seen on grocery
shopping in the UK
Q2) As per your view point, what are the main challenges of Covid
19 pandemic which are tend to be seen on grocery shopping in the
UK?
Frequency
a) Sudden lockdown 5
b) Shortage of essential food items 3
c) Reduction in sales of non-essential products 4
d) Issues in managing supply chain 5
e) Strict social distancing norms 3

Interpretation
From the above graph it has been stated that 5 out of 20 respondents said that sudden
lockdown were the main challenge of covid19 point make that tend to seen on grocery shopping
in the provinces of United Kingdom. While on the other hand 3 respondents out of 20 goes with
shortage of essential food items. In addition to this 4 respondents out of 20 said that reduction in
sales of non essential products were the main challenge of COVID-19 that has been seen in
grocery shopping in the United Kingdom. Furthermore, 5 respondents goes with issue in
managing supply chain. At last 3 respondents out of 20 said that the main challenge of COVID-
19 pandemic on grocery shopping was strict social distancing norm.
Theme 3: Threat of getting infected has brings a change
Q3) Are you agreed with the fact the threat of getting infected has
brings a change within the consumer behaviour in grocery store of
UK during covid-19?
Frequency
a) Strongly agreed 7
b) Agreed 9
c) Strongly disagreed 1

d) Disagreed 2
e) Neither agreed nor disagreed 1
Interpretation
From the above graph it has been stated that 7 out of 20 respondents strongly agreed with
this fact that threat of getting infected were the primary reason which change consumer
behaviour in grocery shopping store of United Kingdom during the time period of covid19.
While 9 respondents were agree with this fact. Along with this 1 respondent out of 20 were
strongly disagreed as they think that this is not the primary reason which change consumer
behaviour. Furthermore to respondents out of 2 respondents were disagreed. At last 1respondent
out of 20 or neither agreed not disagreed at it is not had any information on the selected topic.
Theme 4: Possible effect of pandemic
Q4) What are the possible effect of pandemic on consumer
behaviour towards the grocery brand?
Frequency
a) Focused on the cleaning and hygienic products 4
b) Higher feeling of worried and anxious 5

c) Shift towards online shopping 6
d) Change in purchasing behaviour 5
Interpretation
From the above graph it has been stated that 4 out of 20 respondents said that the possible
effect of pandemic on consumer behaviour towards the grocery brand was focused on the
cleaning and hygiene products. Furthermore, 5 respondents out of 20 said higher feeling of
anxious and worried for the effect of pandemic on consumer behaviour towards the grocery
shopping. Along with this 6 respondents out of 20 goes with shift towards online shopping. At
last 5 respondents out of 20 said that changing purchasing behaviour was the impact of covid-19
towards the consumer behaviour in grocery shopping way.
Theme 5: online and digital shopping is the most effective during the pandemic and post
pandemic
Q5) Is online and digital shopping is the most effective way of
grocery shopping during the pandemic and post pandemic?
Frequency
a) Yes 15

b) No 2
c) Lack of information 3
Interpretation
From the above graph it has been stated that 15 out of 20 respondents were agree with the
fact that online and digital shopping is the most effective way of grocery shopping during the
time period of post pandemic and pandemic. In addition to this 2 respondents of 20 did not agree
with this fact. Alone with this 3 respondent out of 20 did not have any information associated to
this topic.
Theme 6: Spread of the global pandemic of covid-19 has changed grocery shopping
Q6) As per your view point, How the spread of the global pandemic
of covid-19 has changed grocery shopping and consumer behaviour
within UK?
Frequency
a) Focusing on protecting customers and employees 3
b) Adoption of digital technology 6

c) Evolving of business model 2
d) Shift towards online shopping 5
e) Improved health and safety measures 4
Interpretation
From the above graph it has been stated that 3 respondents out of 20 said that focusing on
protecting consumer and employees the manner of spread of pandemic which change grocery
shopping and consumer behaviour in the provinces of United Kingdom. In addition to this it has
been underlined that 6 respondents goes with adoption of technology in digital way. Furthermore
2 respondents out of 20 goes with evolving of business model according to their viewpoint this
changed grocery shopping and consumer behaviour in the provinces of United Kingdom.
Furthermore 5 responding goes with shift towards online shopping. In addition to this 4
respondents out of 20 said that improvement in health and safety measure changed grocery
shopping and consumer behaviour in United Kingdom.
Theme 7: Changes and modification is being required within Tesco
Q7) Are you agreed that certain changes and modification is being Frequency

required within Tesco to mitigate the challenge of covid-19?
a) Strongly agreed 4
b) Agreed 11
c) Strongly disagreed 2
d) Disagreed 1
e) Neither agreed nor disagreed 2
Interpretation
From the above graph it has been stated that 4 out of 20 respondents were strongly agree
that certain challenges as well as modification is being needed by Tesco in order to overcome
challenges of COVID-19. In addition to this 11 respondents out of 20 would agree with this fact
as according to their viewpoint with this is the best way through which company can overcome
the challenges during COVID-19. Furthermore, 2 respondents out of 20 were strongly disagree
with this fact and 1respondent were disagree. At last 2 respondents out of 20 states that they are
neither agree or not disagree as they did not have any information associated to the topic.
Theme 8: Effective ways that can be used by Tesco for overcoming the impact of Covid 19
Q8) Which can be the some effective ways that can be used by Tesco Frequency

for overcoming the impact of Covid 19 to have better business
performance?
a) Offering discount on online shopping 4
b) Building improved customer relationship 3
c) Supporting higher motivation in employees 5
d) Adopting proper safety measures 3
e) Investing more on hygienic and essential product 5
Interpretation
According to the above mentioned graph it has been stated that 4 respondents out of 20 said
that with the help of providing discounts on online shopping Tesco gain significantly overcome
the impact of covid- 19 in order to conduct business performance in effective manner. While on
the other hand 3 respondents out of 20 goes with building improved consumer relationship.
Along with this 5 respondents out of 20 states that supporting higher motivation in employees is
the best way through which task you can overcome the negative impact of covid- 19 and can
enhance business performance. While 3 respondence goes with adopting proper safety measures.
At last 5 respondents out of 20 said that with the help of investing on more hygienic and essential
products Tesco can effectively overcome the impact of covid- 19 and can enhance business
performance.

Conclusion and Recommendation
Conclusion
According to above research it has been concluded that, the outbreak of COVID-19 has
drastically affected the grocery shopping trend and the behavioural pattern of consumers in the
provinces of United Kingdom. It has been analysed that customers are now emphasised upon
taking use of online shopping experience while considering health and safety measures. They are
also attracted towards more discounts an additional offers. From the data analysis and findings
from present research it has been underlined that most of the respondence were agreed with the
fact that COVID-19 created many challenges in front of grocery shopping sector in United
Kingdom. In this digital shopping is the manner in which consumer behaviour get influenced. In
this with the help of offering discounts, building consumer relationship company can satisfy
customers. This helps them to assure overall growth and profitability in industry.
Recommendation
In order to overcome the challenges that has been posed by the outbreak of COVID-19
mentioned below there are some certain recommendation being provided to Tesco
 Tesco is recommended to take advantage of making investments in digital tools and
technology in order to provide safe and secure online shopping facilities to customers.
With the help of this company can attract larger base of consumer segment and can
conduct cost effective business operation by providing easy opportunity for consumer
shopping.
 Tesco is recommended to focus towards the health and safety practices that has been
adopted by company. This will help company to influence mindset of customers.
 Tesco is significantly recommended to offer discounts loyalty coupons and additional
offers to customers in order to enhance overall competitiveness in industry, as there are
other rivals of companies such as Asda and Sainsbury those who are engaged in

aggressive competition. In this with the help of this practice Tesco can satisfy customers
and maximise overall growth and sales.
Limitations
In order to conduct present research project there are certain limitations that has been
faced by researchers. In this the primary challenge was associated to accomplishing research in
time effective manner as investigator invested lot of time in selecting the appropriate
methodology. However in this with the help of staying aligned with the time scale investigator
accomplish all activities inappropriate time manner. The recommendation that has been
undertaken were based on the data analysis in which evaluation of respondent viewpoint as well
as various authors, general and books is being considered. With the help of this research business
organizations in grocery sector can have opportunity of implementing strategies to overcome the
challenges of COVID-19 and satisfy customers.

REFERENCES
Filimonau, V., Beer, S. and Ermolaev, V.A., 2021. The COVID-19 pandemic and food
consumption at home and away: An exploratory study of English households. Socio-
Economic Planning Sciences. p.101125.
Jo, H., Shin, E. and Kim, H., 2020. Changes in consumer behaviour in the post-COVID-19 era in
Seoul, South Korea. Sustainability, 13(1). p.136.
Marinković, V. and Lazarević, J., 2021. Eating habits and consumer food shopping behaviour
during COVID-19 virus pandemic: insights from Serbia. British Food Journal.
Panzone, L.A., Larcom, S. and She, P.W., 2021. Estimating the impact of the first COVID-19
lockdown on UK food retailers and the restaurant sector. Global Food Security, 28.
p.100495.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Nayak, J.K. and Singh, P., 2021. Fundamentals of research methodology problems and
prospects. SSDN Publishers & Distributors.
Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems,
tasks and methods. CRC Press.
Babii, A., 2020. Important aspects of the experimental research methodology. Вісник
Тернопільського національного технічного університету, 97(1), pp.77-87.
Willmott, H., 2020. On research methodology. The Journal of Organization and Discourse, 1(1),
pp.1-4.
Orth, C.D.O. and Maçada, A.C.G., 2021. Corporate fraud and relationships: a systematic
literature review in the light of research onion. Journal of Financial Crime, 28(3),
pp.741-764.
Sehgal, R., Khanna, P., Malviya, M. and Dubey, A.M., 2021. Shopping safety practices mutate
consumer buying behaviour during COVID-19 pandemic. Vision, p.09722629211010990.
Pantano, E., Pizzi, G., Scarpi, D. and Dennis, C., 2020. Competing during a pandemic? Retailers’
ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, pp.209-213.
Anastasiadou, E., Anestis, M.C., Karantza, I. and Vlachakis, S., 2020. The coronavirus' effects
on consumer behavior and supermarket activities: insights from Greece and
Sweden. International Journal of Sociology and Social Policy.
Zulauf, K., Wagner, R. and Cechella, F.S., 2020, October. Changed Buying Behavior in the
Corona Pandemic: Perceived Risk and it Effects. In CLAV 2020.

Naeem, M. and Ozuem, W., 2021. Customers' social interactions and panic buying behavior:
Insights from social media practices. Journal of Consumer Behaviour, 20(5), pp.1191-1203.
Valaskova, K., Durana, P. and Adamko, P., 2021. Changes in consumers’ purchase patterns as a
consequence of the COVID-19 pandemic. Mathematics, 9(15), p.1788.
Schmidt, C., Goetz, S., Rocker, S. and Tian, Z., 2020. Google searches reveal changing
consumer food sourcing in the COVID-19 pandemic. Journal of Agriculture, Food Systems, and
Community Development, 9(3), pp.9-16.
Oliveira, M., Gomes, S., Santos, T. and Lopes, J.M., 2021. Alterations in consumer behavior on
food purchases during covid-19 pandemic.
Vancic, A. and Pärson, G.F.A., 2020. Changed Buying Behavior in the COVID-19 pandemic:
the influence of Price Sensitivity and Perceived Quality.
Hobbs, J.E., 2020. Food supply chains during the COVID‐19 pandemic. Canadian Journal of
Agricultural Economics/Revue canadienne d'agroeconomie, 68(2), pp.171-176.
Kitz, R., Walker, T., Charlebois, S. and Music, J., 2022. Food packaging during the COVID‐19
pandemic: Consumer perceptions. International Journal of Consumer Studies, 46(2), pp.434-
448.
Naeem, M., 2020. Understanding the customer psychology of impulse buying during COVID-19
pandemic: Implications for retailers. International Journal of Retail & Distribution Management.
Cai, M., Tindal, S., Tartanoglu Bennett, S. and Velu, J., 2021. ‘It’s like a war zone’: Jay’s
liminal experience of normal and extreme work in a UK supermarket during the COVID-19
pandemic. Work, Employment and Society, 35(2), pp.386-395.
He, H. and Harris, L., 2020. The impact of Covid-19 pandemic on corporate social responsibility
and marketing philosophy. Journal of business research, 116, pp.176-182.