Impact of COVID-19 on Consumer Perception Towards Online Shopping

This report investigates consumer perception towards e-commerce firms, particularly Amazon, during the COVID-19 pandemic. It highlights the shift in consumer behavior towards online shopping due to restrictions and health concerns. The study assesses the meaning of consumer perception, analyzes the increase in sales of e-commerce companies during the pandemic, and evaluates consumer perception towards Amazon. It employs research methodologies, including positivism philosophy and Saunders research onion framework, to gather and analyze relevant data. The report concludes that e-commerce gained significant importance during the pandemic, impacting sales and customer loyalty, and emphasizes the need for companies to understand and adapt to changing consumer needs and preferences. Desklib provides access to this report and other solved assignments for students.

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Research methods
RESEARCH METHODS

Table of Contents
ABSTRACT.....................................................................................................................................3
INTRODUCTION...........................................................................................................................4
2. LITERATURE REVIEW............................................................................................................6
What is the meaning of consumer perception?.......................................................................6
Explain the level of increase in sales of e-commerce companies during COVID 19?...........7
What is the consumer perception towards Amazon for online shopping?.............................7
3. RESEARCH METHODOLOGY.................................................................................................9
2.0Introduction:................................................................................................................................9
4. CONCLUSION AND POTENTIAL OUTCOMES..................................................................14
CONCLUSION....................................................................................................................14
POTENTIAL OUTCOME...................................................................................................14
5. REFERENCE LIST...................................................................................................................15

COVER PAGE
Research
ABSTRACT
The main purpose of doing the present investigation is to carry out the consumer perception
towards e-commerce firms during outbreak of COVID-19. This has focused on identifying
benefits gained by online and e-commerce companies when people were unable to move out
from their houses. This report also showed that how behaviour of customers has changed when
they were not going out to make their purchases. This report has shown that researcher has relied
upon different research methods for the accumulation of accurate and relevant piece of
information.

INTRODUCTION
1.0 Introduction
The outbreak of global pandemic COVID-19 has created a dramatic loss of human life
worldwide and highlights an unprecedented issue to retail industry, food & beverage industry,
public health and the world of work. The social and economic disruption created by the outbreak
of global pandemic is devastating. Millions of companies have faced an existential threat. The
present investigation focuses at carrying out impacts of global pandemic COVID-19.
1.1 Background
The global pandemic COVID-19 has become more than a health crisis because it has
unpredictably changed the way of life. This outbreak has largely and heavily impacted spending
levels of individuals. The present study carries out information about the consumer behaviour
and its psychological antecedents. Consumer behaviour or perception is the attitude of customers
towards particular products or services offered by the company. This is determined that with the
outbreak of global pandemic COVID-19 willingness of buying particular products by customers
have changed.
1.2 Problem Statement
The problem determined in the current research is that brands have faced issue in
reaching customers during global pandemic COVID-19. E-commerce companies have faced
challenge in delivering products to the door step of customers due to restrictions imposed by the
Government. The other challenge faced by e-commerce brands was continuously changing
behaviour of customers because during pandemic they were more interested in purchasing
essential products which has largely impacted sales of the brands.
1.3 Purpose of the research
The main reason of doing the current investigation is to highlight the impact of global
pandemic COVID-19 over consumer perception and customer’s attitude towards online
shopping. This study also focuses on identifying steps used by company to reach large number of
customers during COVID-19 and increase the sale of whole organisation. There are two
significant objectives which are also fulfilled with through this investigation. These objectives
are called personal and professional objective. In respect of personal perspective, I will learn
about the behaviour of people that often I have to deal in my personal life. I will also learn about
the research methodologies and the importance of the time management skill in personal as well

as professional life. In terms of professional perspective, I will learn about the perceptions of
customers and their changing attitude with time. This will assist me in making my professional
life smooth as I will already have knowledge about the various strategies through which
profitability level of the organisation could be improved. Therefore, the present investigation is
very important because it will assist me in achieving and making successful career.
1.4 Motivation
The motivation of conducting the present investigation is the trend of e-commerce during
COVID-19. People have shifted towards purchasing products through online channels rather than
depending upon the brick-and-mortar outlets during global pandemic COVID-19. Therefore, this
has motivated researcher to determine the exact number of sales of company Amazon and the
benefits gained by company during global pandemic COVID-19. Thus, this study is quite
important and significant.
1.5 Research Aim
To identify consumer perception towards online shopping during COVID 19. A case
study of Amazon
1.6 Research Objectives
 To assess the meaning of consumer perception
 To analyse increase in sales of e-commerce companies during COVID 19.
 To evaluate consumer perception towards Amazon for online shopping
1.7 Research Questions
• Explain the meaning of consumer perception?
• Explain the level of increase in sales of e-commerce companies during COVID 19?
• What is the consumer perception towards Amazon for online shopping?

2. LITERATURE REVIEW
Literature review is the chapter that assembles second-hand information from the available
sources such as books, articles, newspapers, journals etc. In this review, researcher focuses on
addressing each question of the investigation in a systematic manner. The present literature
review takes out the perception of consumer towards the e-commerce products.
What is the meaning of consumer perception?
According to (Gil-Pérez, Rebollar and Lidón, 2020), The perception of consumer is
defined as the feeling that they feel while using the product and brand of the company.
Customers are more inclined in doing business with good and reputed brand that they can know
and trust. Gaining and achieving this level of loyalty from customers can help the company in
providing business with repeat customers and a strong reputation. How the public feels about the
product and service provided by the company have a significant impact the on the purchasing
decision of the customer in the competitive market. Customer perception includes their emotions,
opinions and thoughts related to the company's brand. The perception of customers plays a very
important role in gaining high profitability and growth in the business as they are more interested
in buying things on a repetitive basis. Developing and building a positive and healthy
relationship with customers can help the company in generating more sales and more leads
which results in contributing in the success and longevity of the company. Customer perception
is defined as a process where person acquires knowledge about the market environment and
analyze the important information according to the needs, requirements and attitudes of the
customer (Choi and Lee, 2019). The way the company produces products in the market affects
the perception of customer for product positioning in the market. It is important for the company
to produce products according to the preferences and tastes of the customer in order to achieve
high profits and sales in the competitive market. Customer perception is also important for the
company as it helps in building loyalty and retention among customers as well as brand
awareness and reputation. The perceptions and tastes of the customer is influenced by both direct
and indirect interactions with the business. There are several factors that affect the perception of
the customers such as online reviews, social media, quality, influencers and pricing. The
company can control the price and quality of the business products and services in order to
improve the experience of customers.

Explain the level of increase in sales of e-commerce companies during COVID 19?
According to (Chang and Meyerhoefer, 2021), With the affect of COVID-19 in the
economy has adversely effected the sales and profitability of several companies. The global
pandemic has created a solidified demand for the need of e-commerce in order to improve the
performance of the company. E-commerce has gained importance in the times of pandemic as
most of the people prefer to buy products online which reduces inter-person contact. As all the
shops were closed at the time of complete lockdown in the time of COVID-19, shopping online
become the most important part for most of the businesses as it helps in gaining sustainable
growth the market. When traditional shopping gets difficult in the times of COVID-19, or may
be more scary as they have a fear of getting infected and this inclined the customers in shopping
products from online websites. In the quarantine time the choice and tastes of customers gets
changed as they are more interested in buying basic items. E-commerce has impacted the sales of
the company positively as it helps in providing products and services through online platforms
for attaining more market share and customer base (Villa and Monzón, 2021). The company
provides option to the customers to shop their products online which are delivered to the
doorstep the person who has ordered the items. By selling products online helps the company in
gaining trust and loyalty of customers in order to gain profitability in the times of pandemic. E-
commerce gives platform to the company to grow and build in the competitive market in the
times of complete lockdown globally as the customers feel comfortable buying products online
in a easy and suitable manner. Selling products online helps the company in gaining new
customers from different market segments and enables the business managers and owners to
connect from anywhere with customers. This means that all type of business can gain benefit by
selling products online as their products are visible and assessable to different customers across
the world and gains popularity.
What is the consumer perception towards Amazon for online shopping?
According to (Chandra and Chen, 2019), Shopping is considered as the main part in
everyone's life from which customers fulfill their basic needs. The perception of customers has
changed with the surge of COVID-19 as they mainly prefer to buy products online instead of
buying things traditionally. Online shopping provides customers with more opportunities and
information to compare prices and products with greater selection of product with ease and
convenience of finding desired products online. Retailing online or shopping online is a form

electronic commerce which helps the company in allowing consumers to buy goods or services
directly from a seller over the internet. Consumer online shopping is important as it helps in
achieving high growth and profitability of the company with one or more substitute product and
services in the market that helps the customer in choosing from the varied designs and brands.
Customers are more comfortable in buying products from Amazon as it is more popular and has
a good image in the minds of the customers which helps in attaining growth and success in the
competitive market. Shopping from the Amazon website fills the thought of loyalty among the
customers as they are aware of the after sales service about the product that they deliver which
results in increased loyalty and satisfaction (Canziani and MacSween, 2021). Customer can buy
any type of product from the online site Amazon such as clothing, books, mobile, electronic
gadgets and food items from anywhere. This helps the customer in buying anything online with
full confidence as they are aware that they sell good quality products and give better services to
their customers in order to increase sales and profitability. Thus, it is important for Amazon to
listen to the demands and perceptions of their customers in order to understand their need and
wants in an effective and appropriate manner.

3. RESEARCH METHODOLOGY
2.0Introduction:
Methodology is the section in the investigation which helps in the process of using
information in a systematic and proper manner. Saunders research onion framework will be
followed by researcher to accumulate and analyse information. Some of the methods that will be
used for completing the current investigation are:
3.1 Research Philosophy:
The philosophy is the principles and beliefs for the evaluation and examination of
information. This is categorised in two kinds which are: positivism and interpretive philosophy.
Researcher will take use of positivism philosophy so that numerable information can be analysed
and relevancy could be determined to meet the pre-determined objectives (Clarke and Visser,
2019). The main benefit of using positivism philosophy is that it only considers statistical
content and information.
3.2 Research Approach:
The research approach is considered as the another significant method of research which
operates as per the level of Saunders research which is included in the onion framework. This
method of research helps in assisting the testing of theories and hypothesis on the basis of the
given chosen topic. This approach is mainly divided into two categories which are defined as:
deductive and inductive approach (Willmott, 2020). The inductive approach related to research
includes beginning with a collection of empirical observations and then explaining them in
theory form. Whereas deductive approach is defined as one of the approach that is used associate
scientific investigation. The researcher will use deductive approach in order to analyse and
examine existing theories so that suitable outcomes can be carried out. The important advantage
of using deductive approach by the researcher is that they use theories in such a manner that
appropriateness of numerical piece of important information can be carried out.
3.3 Research Design:
Research design is the research method which assists in taking out right type of data.
This is categorised into two forms which are: quantitative and qualitative research choice.
Investigator will select quantitative research choice with the motive of assembling numerable
information so that it can be compared and measured for meeting pre-determined objectives

(Daniel, 2018). The main benefit of using the quantitative research design is that it completes
whole investigation with the help of numerical data. The other significant benefit is that
quantitative research holds great importance because it gives statistical data which eventually
assists in carrying out relevancy and comparison.
3.4 Population sampling:
Sampling is the research method which helps in selecting right number of respondents so
that data can be assembled from them. This has two types of forms which are: probability and
non-probability sampling (Dodds and Hess, 2020). Researcher will select probability sampling
so that large number of responders can be chosen and information can be assembled from them.
Random sampling strategy will also be considered by researcher because this showcases that
there is no requirement to select respondents with particular set criteria. 40 managers will be
chosen from Amazon to gather information about their sales during global pandemic COVID-19.
3.5 Data Collection:
Data collection is the method which helps in the process of collecting accurate, relevant
and reliable piece of information (Ngozwana, 2018). This is one of the significant methods of
research onion framework. This is categorised into two important kinds which are: primary and
secondary data collection method. Investigator will take help of both the methods so that great
piece of information can be generated and used for attaining objectives. Primary method will be
considered so that raw information can be assembled in relation to the proposed topic. Raw data
is taken out by instrument called questionnaire. Questionnaire is the method through which
respondents are asked certain close-ended question in relation to the selected topic. On the other
hand, secondary method will be considered by researcher to assemble use published information
from the easily available sources like books, journals, newspapers, articles, publications and so
on. The main benefit of primary method is that it collects new idea and opinion in relation to the
proposed topic. On the other hand, the major advantage of using secondary method is that helps
evaluating and making arguments in relation to the already taken out information.
3.6 Data Analysis:
Analysis of data is necessary because it helps in determining the relevancy and accuracy
of already assembled information (Phillips and Ritala, 2019). This is majorly categorised into
two forms which are: frequency distribution analysis and thematic analysis. Researcher will
select frequency distribution analysis to determine the relevancy and accuracy of carried out

numerical and primary information through instrument called questionnaire. This analysis
method only acknowledges numerical content which eventually assists in saving limited time of
the researcher.
3.7 Ethical Considerations:
There are certain ethical principles which are followed by researcher while doing the
investigation (Ratnam, 2019). It includes ethical principles such as informed consent, protecting
every respondent from any harm while collecting information, maintaining confidentiality,
assisting each respondent while they provide information.
3.8 Reliability & validity:
The current investigation is reliable and valid because it has used primary and secondary
methods for the accumulation of information (Säfsten and Gustavsson, 2020). With the help of
questionnaire instrument, researcher will make sure that every respondent understands each
question and contribute in the attainment of defined research aim and objectives. The current
research is also valid because by collecting information from respondents, investigator will carry
out valid research. This helps in getting outcome which can be easily measured and compared
with prior carried out results.
3.9 Time plan (Gantt chart):
Gantt chart will be used by researcher to conduct activities in defined time interval so that
objectives can be met systematically (VanKooten, 2019). This chart is divided into two
significant sections which include time section and the other one is proposed activities. This
ultimately assists in saving time of the investigator as well as cost of the whole investigation.