Impact of COVID-19 Pandemic on Customer Behaviour: A Tesco Study

This research project investigates the impact of the COVID-19 pandemic on customer buying behaviour, focusing on Tesco. It explores the concept of customer buying behaviour, analyses the specific effects of the pandemic on Tesco's customers, and offers recommendations for the retail industry to manage customer behaviour post-COVID. The research employs a quantitative method, collecting data through questionnaire surveys from Tesco workers. It also utilizes secondary data from books and articles to provide a comprehensive literature review. The study considers ethical considerations and acknowledges limitations such as financial resources and time management, using methods like frequency distribution for data analysis. Ultimately, it seeks to provide valuable insights into how the pandemic has reshaped consumer habits and how businesses can adapt to these changes.

Business Research
Project
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Table of Contents
Chapter 1: Introduction....................................................................................................................3
Rationale.....................................................................................................................................3
Research Question.......................................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives ...................................................................................................................3
Chapter 2: Preliminary Literature Review ......................................................................................3
What is the concept of customer buying behaviour within an organisation?.............................3
What is the impact of covid 19 global pandemic on customer buying behaviour within Tesco
working environment?................................................................................................................4
What are the challenges faced by Tesco at a time of global pandemic? ....................................5
Chapter 3: Methodology .................................................................................................................6
Research methodology ...............................................................................................................6
Sampling.....................................................................................................................................6
Data collection methods..............................................................................................................6
Data analysis methods.................................................................................................................7
Ethical considerations.................................................................................................................7
Research Limitations ..................................................................................................................7
Timeline......................................................................................................................................8
References......................................................................................................................................10
Books and journals....................................................................................................................10
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Chapter 1: Introduction
Rationale
The rationale of choosing this topic is that in current era global pandemic is most of the
important issue within every organisation. This has impacted a lot of organisational and resulting
in decreasing of the profits and revenue of the organisation. Further, It has impacted the
customer buying behaviour because they have shifted towards online purchasing of the products
and services (Vukasović, 2021). Further, for conducting this research, it is the personal reason
for the researcher because by this they will be helpful in gaining some of the skill and the
information that is communication skills, time management skills and the researches and
analytical skills. These skills and knowledge will helps in future. This will be helpful in gaining
more informational and this will helps at the near future when they apply for the job.
Research Question
 What is the concept of customer buying behaviour within an organisation?
 What is the impact of covid 19 global pandemic on customer buying behaviour within
Tesco working environment?
 What are the recommendations for retail industry for managing customer behaviour post
COVID situation?
Research Aim
“To determine the impact of covid 19 global pandemic on the customer buying
behaviour.” A study on Tesco.
Research Objectives
 To determine the concept of customer buying behaviour within an organisation.
 To analyse the impact of covid 19 global pandemic on customer buying behaviour within
Tesco working environment.
 To recommend retail industry for managing customer behaviour post COVID situation
Chapter 2: Preliminary Literature Review
What is the concept of customer buying behaviour within an organisation?
According to Nguyen, Armoogum, and Nguyen Thi, (2021) Customer buying behaviour
is the actions that is taken by customers before buying of any of the products and services from
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any store. It is the process which includes consulting search engines, engaging with the media
and using of social media websites etc. it is most valuable for the business since it helps them in
better tailor their marketing strategies and initiative in order to the marketing efforts that is
having successfully influenced the customers in order to buy their past. If customer are making
their business profitable then this may resulting in enchaining customer and making their interest
more comfortable. Further, this resulting in making true and reliable information about a
customer buying behaviour. For enhancing of the company brand image in front of customers,
then it may resulting in making the video campaigns, print ads and social media campaigns
which helps in resulting the company profits and their revenues. Further, there are certain factors
which can influence the consumer buyer behaviour (Korkmaz, and Seyhan, 2021). These factors
are cultural factors, social factors, personal factors and the psychological factors. These get
influenced by the customer buying behaviour. This is the most important thing which resulting in
not defining of the person nationality. Further there is a model of related to the customer
behaviour and which helps in accepting the new technologies within their working environment.
The technology acceptance model (TAM) it is the information system theory which
model shows how the users are coming to adopt the new technology which is coming I the
working environment. Further, the actual system which uses the end point where people use of
technology. The behavioural intention which is a factor that leads to the people to make use of
technology. In this the behavioural intention is being influenced by the attitude which is a
general impressions of the technology. Further, this is a model which is suggesting that users are
being presented with the new technologies and also a number of factors which is being influence
by the decision about how and when they are using its in effective manner. The external variable
like social influence is the major factors which is to determine the attitude. T is depending on the
place, and people and intention of using this technology (Gani, Faroque and Rahman, 2021).
What is the impact of covid 19 global pandemic on customer buying behaviour within Tesco
working environment?
According to Bandyopadhyaya, and Bandyopadhyaya, (2021) The global pandemic has
been affected many of the business especially the retail sectors it has affected the most. As most
of the retailing companies have faced loss while global pandemic and they have shut down their
shops. Ion relation with the Tesco, the company managers have faced certain loss while global
pandemic. As they have loss so many of customer, then they have start using digital media
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platform in which customers can pay online and shop online. This will be helping them in
development of the existing knowledge. Many of the customer shifted towards digitally and this
will help the organisation in being digitally. Further, in relation with the Tesco, it is the brand
own technology that is being developed within the country and also resulting in impacting the
customer buying behaviour. They are doing online promotions of their products and services and
it is using most of the other options which are existing in the market and this develops
effectiveness. Further, when employees are getting aware about the products and services
provided by company, then they develops more interest and this resulting in achievement of the
organisational goals and objectives of business. It is being said that, covid 19 global pandemic
has impacted positively and negatively to the customer buying behaviour (Sardjono, Selviyanti,
and Tohir, 2021). Now customer are getting certain options of their products through online
websites and also they can get their products at time. However, many of the customers have left
jobs so they did not buying anything from the customers and this will be developing their
operations.
Chapter 3: Methodology
Research methodology
The research methodology which is helpful in achievement of all the objectives. The
method includes qualitative and quantitative method. Quantitative method is the one which
provides numerical data and informational and it results in getting true and valid information.
Within this research, quantitative method is used because this helps in collecting numerical value
(Chae, 2021). Further, it is collected through questionnaire survey and it brings reliable data and
information. This will results in gaining true information.
Sampling
The sampling is a method of selecting some of the samples from large number of
participants. The sample size selected within this report is 40 members and these are the workers
of Tesco organisation. Within this there are two types of sampling method these are probabilistic
and non probabilistic sampling method. Within this report proposal, probabilistic sampling
method is used because this will helps in providing equal opportunity to be selected within a
sample. Also, this will helps in giving equal opportunity to the every member to be select within
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an sample. Three branches of the store are selected in order to collect data and to execute the
research.
Data collection methods
Data is collected through two different method. These are primary and secondary data
collection method (Afifah, Daud, and Rystiawan, 2021). Primary method is the one which helps
in bringing numerical data and information. This is collected through survey. Further, secondary
data is helpful in collecting non numerical data which is collected through analysing different
books and articles. This will be helpful in achievement of the research aim and objectives.
Further, within this research, investigator is using both of the method. These are primary and
secondary data collection method. These both method bring valid and reliable information.
Primary data is collected through questionnaire survey which includes close ended questions. It
brings numerical data and this will be collected through statistical survey. Further, secondary
data is collected through analysing published books and articles which s already published by
any other writer. In addition, it is presented in a form of literature review which results in getting
in depth data and information abut a particular topic and specific area.
Data analysis methods
Data is analysed through certain method. In order to conduct this research, researcher is
using frequency distribution method which helps in collecting numerical data and information
(Vinod, and Sharma, 2021). Further, they are using graphs and charts in order to collect data and
analyse it in effective manner.
Ethical considerations
This is the ethical consideration which is to be used by researcher in order to collect data
and information. Further, some of the ethics should be maintained by the researcher is to take
everyone consent while sharing their answers to the audience, there should be true and valid
information collected by researcher. Also, researcher will have to maintain confidentiality among
the respondents answers and they did not have to convey with any third party.
Research Limitations
Research is having some of the limitations while conducting this investigation. These are
lack of financial resources, lack of time management etc. these should be maintained by the
researcher while using of certain resources. Thee financial resource problem will be managed by
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conducting secondary research because it involves less amount as compared with the primary
method (Arribas-Ibar, Nylund, and Brem, 2021). On the next hand, time management is solve by
using Gantt chart because it makes schedule of the given according to the activities performed.
Timeline
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References
Books and journals
Afifah, N., Daud, I., Mulyadina, M. and Rystiawan, M.R., 2021. THE EFFECT OF COVID-19
OUTBREAK TO PANIC BUYING BEHAVIOUR IN INDONESIA. Ilkogretim
Online, 20(4).
Arribas-Ibar, M., Nylund, P.A. and Brem, A., 2021. The risk of dissolution of sustainable
innovation ecosystems in times of crisis: The electric vehicle during the COVID-19
pandemic. Sustainability, 13(3), p.1319.
Bandyopadhyaya, V. and Bandyopadhyaya, R., 2021. Understanding the Impact of COVID-19
Pandemic Outbreak on Grocery Stocking Behaviour in India: A Pattern Mining
Approach. Global Business Review, p.0972150921988955.
Chae, M.J., 2021. Effects of the COVID-19 pandemic on sustainable consumption. Social
Behavior and Personality: an international journal, 49(6), pp.1-13.
Gani, M.O., Faroque, A.R., Muzareba, A.M., Amin, S. and Rahman, M., 2021. An integrated
model to decipher online food delivery app adoption behavior in the COVID-19
pandemic. Journal of Foodservice Business Research, pp.1-41.
Korkmaz, S. and Seyhan, F., THE EFFECT OF SOCIAL MEDIA ON IMPULSE BUYING
BEHAVIOR DURING THE COVID 19 PANDEMIC. International Journal of Health
Management and Tourism, 6(3), pp.621-646.
Nguyen, M.H., Armoogum, J. and Nguyen Thi, B., 2021. Factors affecting the growth of e-
shopping over the covid-19 era in hanoi, vietnam. Sustainability, 13(16), p.9205.
Prasad, R.K. and Srivastava, M.K., 2021. Switching behavior toward online shopping: coercion
or choice during Covid-19 pandemic. Academy of marketing studies journal, 25, pp.1-
15.
Roy, S. and Chakraborty, C., 2021. Panic Buying Situation during COVID-19 Global Pandemic.
Journal of Information Technology Management, 13(2), pp.231-244.
Sardjono, W., Selviyanti, E., Mukhlis, M. and Tohir, M., 2021, March. Global issues: utilization
of e-commerce and increased use of mobile commerce application as a result of the
covid-19 pandemic. In Journal of Physics: Conference Series (Vol. 1832, No. 1, p.
012024). IOP Publishing.
Vinod, P.P. and Sharma, D., 2021. COVID-19 Impact on the Sharing Economy Post-Pandemic.
Australasian Accounting, Business and Finance Journal, 15(1), pp.37-50.
Vukasović, T., 2021. Covid-19 Pandemic Influence on Consumer Buying Behaviour.
International Journal of Management, Knowledge and Learning, 10.
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