A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS GROCERY

GOODS DURING COVID-19 PANDEMIC

A Project Report submitted to the PSG College of Arts & Science (Autonomous) in Partial
fulfilment of the Requirement for the award of Degree of Bachelor of Commerce
(Foreign Trade) of the Bharathiar University, Coimbatore.

Submitted By

BALAJI K (19BFT009)
DHARANEESWAR Y (19BFT012)
JAICHANDAR S V (19BFT020)
VAISHNAVI R (19BFT057)
VARSHNI S J (19BFT058)

Under the guidance of

Dr. V. SANTHOSH M.Com., Ph.D.,
ASSISTANT PROFESSOR

DEPARTMENT OF COMMERCE (FOREIGN TRADE)

PSG COLLEGE OF ARTS & SCIENCE

An Autonomous College - Affiliated to Bharathiar University
Accredited with A++ Grade by NAAC (4th Cycle)
College with Potential for Excellence
(Status awarded by the UGC)
Star College Status Awarded by DBT - MST
An ISO 9001: 2015 Certified Institution
Coimbatore – 641 014

MAY 2022
CERTIFICATE
 CERTIFICATE

This is to certify that the project entitled “A Study on Consumer Buying Behaviour towards
Grocery Goods during Covid-19 Pandemic” submitted to the PSG College of Arts &
Science in partial fulfilment of the requirements for the degree of Bachelor of Commerce
(Foreign Trade) is a record of original research work done by

BALAJI K (19BFT009)
DHARANEESWAR Y (19BFT012)
JAICHANDAR S V (19BFT020)
VAISHNAVI R (19BFT057)
VARSHNI S J (19BFT058)

During the period 2021 – 2022 in the Department of Commerce (Foreign Trade) at PSG
College of Arts & Science, Coimbatore, under my supervision and guidance and the project
has not formed the basis for the award of any Degree/Diploma/Association ship/Fellowship
or other similar title to any candidate on any university.

__________________________ ___________________________
Signature of the Guide Counter Signature
Dr. V. Santhosh M.Com., Ph.D., Dr.B.Saranya,M.Com.,MBA.,M.Sc.,M.Phil.,
Assistant Professor PGDCA., PhD., NET
Department of Commerce (Foreign Trade) Associate Professor & Head
PSG College of Arts and Science Department of Commerce (Foreign Trade)
Coimbatore – 641 014 PSG College of Arts and Science
Coimbatore – 641 014

VIVA VOCE CONDUCTED ON___________________________________

INTERNAL EXAMINER EXTERNAL EXAMINER

_______________________ ______________________
DECLARATION
 DECLARATION

We

BALAJI K (19BFT009)
DHARANEESWAR Y (19BFT012)
JAICHANDAR S V (19BFT020)
VAISHNAVI R (19BFT057)
VARSHNI S J (19BFT058)

Hereby declare that the project entitled “A Study on Consumer Behaviour towards
Grocery Goods during Covid-19 Pandemic” submitted to PSG College of Arts & Science,
Coimbatore. In partial fulfilment of the requirement for the award of the degree of Bachelor
of Commerce (Foreign Trade) is a record of original research work done by us during the
period of 2021 - 2022 under the supervision and the guidance forms. Dr. V SANTHOSH
M.Com., Ph. D., Assistant Professor, Department of Commerce (Foreign Trade), PSG
College of Arts & Science, Coimbatore and that it has not formed the basis for the award of
any Degree/Diploma/Association ship/ Fellowship or similar title to any candidate of any
university.

Place: COIMBATORE

Date: Signature of the students

1.

2.

3.

5.
ACKNOWLEDGEMENT
 ACKNOWLEDGMENT

We would like to place on deep record a sense of gratitude to my guide Dr. V. SANTHOSH,
M.Com., Ph.D,. Assistant Professor, Department of Commerce (Foreign Trade), PSG
College of Arts & Science, Coimbatore. His scholarly and the immense help rendered to us at
each and every stage of this Research work and without His valuable suggestions and constant
encouragement throughout the study this piece of work would not take this shape.

It is our pleasure to acknowledge our sincere and heartfelt gratitude to Dr. B. SARANYA,
M.Com., MBA, M.Sc., M.Phil, PGDCA, PhD, NET Associate Professor & Head,
Department of Commerce (Foreign Trade) for her efforts sincere help and patient
encouragement

We are greatly indebted to our principal Dr. D. BRINDHA M.Sc., M.Phil., Ph.D., for
providing all facilities for carrying out this research work

I would like to thank Dr. M. JAYANTHI M.Com., MBA., M.Phil., Ph.D and
Dr.A.ANGURAJ., M.Sc., M.Phil., Ph.D the Vice Principal of aided and self-financed
programmes of PSG College of Arts & Science for their immense support.

I would like to thank Dr. T. KANNAIAN the Secretary, PSG College of Arts and Science, for
his help in the availability of resources needed for our study.

We would respect and reverence to the respected member of Managing Trustee

THIRU.L.GOPALAKRISHNAN of PSG College of Arts & Science, to his extended
cooperation to complete the project work allotted to us.

We sincerely thank to the faculty members of Department of Commerce (Foreign Trade), for
their help and support in completing this research.
TABLE OF CONTENTS
 CONTENT

CHAPTER PAGE
TITLE
NUMBER NUMBER

LIST OF TABLES

LIST OF CHARTS

I INTRODUCTION 1

II REVIEW OF LITERATURE 8

IMPACT OF COVID-19 ON GROCERY GOODS

III 14
– AN OVERVIEW

IV DATA ANALYSIS AND INTERPRETATION 22

V FINDINGS, SUGESTIONS AND CONCLUSION 63

BIBLIOGRAPHY

ANNEXURE
LIST OF TABLES
 LIST OF TABLES
TABLE TITLE PAGE
NUMBER NUMBER
4.1 AGE OF THE RESPONDETNS 22

4.2 GENDER OF THE RESPONDENTS 24

4.3 OCCUPATION OF THE RESPONDETNS 25

4.4 EDUCATION LEVEL OF THE RESPONDENTS 27

4.5 FAMILY MEMBERS OF THE RESPONDENTS 28

B
4.6 FAMILY INCOME OF THE RESPONDENTS BEFORE 30
COVID-19 PANDEMIC
4.7 BUYING OF GOODS DURING COVID-19 PANDEMIC 32

4.8 BASIS OF BUYING GROCERIES BY THE 33

RESPONDENTS
4.9 STOCKING OF GROCERIES 34

4.10 IMPORTANCE OF STOCKING DURING COVID-19 35

PANDEMIC
4.11 QUANTITY PURCHASED DURING THE COVID-19 36
PANDEMIC
4.12 REACHABILITY TO STORES DURING THE COVID-19 37
PANDEMIC
4.13 DIFFICULTIES FACED DURING COVID-19 PANDEMIC 38

4.14 BENEFITS OF BUYING GROCERIES DURING COVID- 39

19 PANDEMIC
4.15 TIME ALLOTED DURING COVID-19 PANDEMIC 40

4.16 D COMPLIANCE OF COVID RULES DURING COVID-19 41

PANDEMIC
4.17 SHOPPING METHOD IN FUTURE 42
4.18 MODE OF PURCHASE OF GROCERIES DURING THE 43
COVID-19 PANDEMIC BY THE RESPONDENTS
4.19 EFFECT OF PRICE HIKE OF GROCERIES DURING THE 45
COVID-19 PANDEMIC
4.20 GROCERY PRODUCTS ITS PRICE HIKE 46

4.21 STOCK AVAILABILITY DURING COVID-19 47

PANDEMIC
4.22 QUALITY OF GROCERIES DURING THE COVID-19 48
PANDEMIC
4.23 BASIS OF BUYING GROCERIES BEFORE COVID-19 49
PANDEMIC
4.24 MODE OF PURCHASE OF GROCERIES BEFORE 50
COVID-19 PANDEMIC BY THE RESPONDENTS
4.25 PLACE OF PURCHASE OF GROCERIES DURING 52
COVID-19 PANDEMIC
4.26 AVAILABILITY OF HOME DELIVERY SERVICES FOR 53
GROCERIES DURING COVID-19 PANDEMIC
4.27 CONSUMER SATISFACTION TOWARDS HOME 54
DELIVERY OF GROCERIES
4.28 FAMILY INCOME OF THE RESPONDENTS DURING 55
THE COVID-19 PANDEMIC
4.29 INCOME SPENT ON GROCERIES BY THE 56
RESPONDENTS DURING THE COVID-19 PANDEMIC
4.30 INCOME SPENT ON GROCERIES BY THE 57
RESPONDENTS BEFORE COVID-19 PANDEMIC
4.31 MANAGEMENT OF GROCERY EXPENSES DURING 58
COVID-19 PANDEMIC
4.32 CONVINIENT METHOD OF SHOPPING GROCERIES BY 59
THE CONSUMERS
4.33 CHI SQUARE ANALYSIS OF RESPONDENT’S 61
INCOME DURING COVID-19 AND THE PERSONAL
FACTORS OF THE RESPONDENTS
4.34 CHI SQUARE ANALYSIS OF AMOUNT SPENT ON 62
GROCERIES BY THE RESPONDENTS AND THE
PERSONAL FACTORS OF THE RESPONDENTS
LIST OF CHARTS
 LIST OF CHARTS
CHART TITLE PAGE
NUMBER NUMBER
4.1 AGE OF THE RESPONDENTS 23
4.2 OCCUPATION OF THE RESPONDENTS 26

4.3 FAMILY MEMEBRS OF THE RESPONDENTS 29

4.4 FAMILY INCOME OF THE RESPONDENTS 31

BEFORE COVID-19 PANDEMIC
4.5 MODE OF PURCHASE OF GROCERIES DURING 44
COVID-19 PANDEMIC BY THE RESPONDENTS
4.6 MODE OF PURCHASE OF GROCERIES BEFORE 51
COVID-19 PANDEMIC BY THE RESPONDENTS
4.7 CONVINIENT METHOD OF SHOPPING GROCERIES 60
BY THE CONSUMERS
 CHAPTER I
INTRODUCTION
Buying behaviour is the decision processes and acts of people/prospective
customers involved in buying and using products.

Consumer Buying Behaviour is essential to be understood because of:

i. Why consumers make the purchases that they make?
ii. What factors influence consumer purchases?
iii. The changing factors in our society.

Consumer Buying Behaviour refers to the buying behaviour of the ultimate

consumer. The definition of a grocery is a store where food is bought, or the items for sale
there Grocery Items means supply items, non-food items, food stuffs and drinks including,
without limitation, any or all of the following:
i. dairy products (including without limitation milk, yogurt, ice cream, cheese and/or
any other items commonly found in a grocery store and/or supermarket dairy
section),
ii. produce (including without limitation vegetables, fruits and/or any other items
commonly found in a grocery store and/or supermarket produce section),
iii. coffee (including without limitation whole bean, ground and by the cup), tea and
candies (including without limitation packaged, bulk, and full service chocolates,
confections, and other items commonly found in a grocery store and/or supermarket
candy section),
iv. nuts, snack mixes, and other bulk food items,
v. bakery products (including without limitation fresh breads, desserts and/or any
other items commonly found in a grocery store and/or supermarket bakery section),
vi. meat (including without limitation beef, pork and poultry),
vii. seafood (including without limitation fish, shellfish, and crustaceans),
viii. liquor, beer, wine and/or other alcoholic beverages,

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 ix. sandwich, deli and convenient meal solution items (including without limitation
sushi, deli meats, and deli cheeses), and
x. vitamins, herbs and supplements.

The study attempted to understand the effect of novel coronavirus disease (COVID-
19) on the consumers buying behaviour. In India at early stage of novel coronavirus disease
cases was more reported by international travellers. Domestic travellers by air, train and
bus caused to increase the positive test of patients of COVID-19 in India.

Indian market severely affected by novel coronavirus disease. Consumer behaviour

has suddenly changed in lockdown situation. At early stage, consumers were not more
serious about the situation created by COVID-19. Government of India has taken the
preventative measures and news media uplift the issue of awareness. At that time people
are hesitated and confused and taking care.

When nationwide lockdown was declared the public went to the market to purchase
the essential goods. Sellers were black-marketing of essential goods, drugs, face masks,
hand gloves and sanitizers. After declaration of lockdown consumers experienced fear and
felt unsecured.

The news from television channels and multimedia drastically effected to change
behaviour of people. Consumers predicted the shortage of essential goods and they rushed
in the market for purchase. Online marketing companies suspended their services to protect
and care the life of consumers and their staff during lockdown. In that period consumers
were not more conscious about specific brands of goods.

As the COVID‐19 pandemic of 2020 unfolds, considerable attention has focused on

the resiliency of food supply chains in a time of crisis. Food supply chains have needed to
adjust rapidly to demand‐side shocks, including panic buying and changes in food

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purchasing patterns, as well as plan for any supply‐side disruptions due to potential labour
shortages and disruptions to transportation and supply networks.

Consumer Buying Behaviour refers to the actions taken (both on and offline) by
consumers before buying a product or service. This process may include consulting search
engines, engaging with social media posts, or a variety of other actions. It is valuable for
businesses to understand this process because it helps businesses better tailor their
marketing initiatives to the marketing efforts that have successfully influenced consumers
to buy in the past.

A variety of factors go into the consumer buyer behaviour process, but here we offer
just a few. Taken separately, they may not result in a purchase. When put together in any
number of combinations, the likelihood increases that someone will connect with a brand
and make a purchase. Four factors influencing consumer buying behaviour are:

• Cultural Factors - Culture is not always defined by a person's nationality. It can also be
defined by their associations, their religious beliefs or even their location.
• Social Factors - Elements in a person's environment that impact the way they see products.
• Personal Factors - These may include someone's age, marital status, budget, personal
beliefs, values, and morals.
• Psychological Factors - A person's state of mind when they are approached with a product
will often determine how they feel not only about the item itself but the brand as a whole.

STATEMENT OF PROBLEM
Study of Consumer buying Behaviour is most important for marketers as they can
understand the expectation of the consumers. The Need for the Study is because, Covid-
19 Pandemic has upended life for individuals across the globe, from how we work to how
we socialize and even how we shop. How has Consumer Behaviour changed in light of
Covid-19 Consumers are also experiencing a transformation in behaviour, this need to be
studied though how much of transformation experienced during the crisis will sustain is a
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question so, this study is needed. This looks at the Consumer Behaviour during Covid-19
crisis and in the subsequent lockdown period.

OBJECTIVES OF THE STUDY

1. To know the Consumer Buying Behaviour towards grocery goods in Covid-
19 Pandemic.
2. To Study the expended life & Consumer Buying Behaviour during Covid-19
Pandemic.
3. To evaluate the factors that influence the Consumer Buying Behaviour during
Covid-19 Pandemic
4. To analyse the cause of change in purchase pattern of the Consumers.
5. To analyse Customer’s allocation & spend their money towards groceries
during Covid-19 Pandemic.

RESEARCH METHODOLOGY
Research Design
A research design is a systematic approach that a researcher uses to conduct a
scientific study. It is the overall synchronization of identified components and data
resulting in a plausible outcome.
In this Research process, Descriptive Research is the design which is being used.
Sampling Technique
To draw valid conclusions from your results, you have to carefully decide how you
will select a sample that is representative of the group as a whole. There are two types of
sampling methods:
• Probability sampling involves random selection, allowing you to make strong
statistical inferences about the whole group.

• Non-probability sampling involves non-random selection based on convenience

or other criteria, allowing you to easily collect data.

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 In this research design Convenience Sampling under Non-probability Sampling
is going to be used.

Sample Size
The samples of 140 respondents are taken on the basis of convenience. The actual
consumer was contacted on the basis of random sample. For the purpose of present study,
a related sample of population was selected on the basis of convenience.

Collection of Data
Data collection is most important part of research because the research is based on
it. The data collection method for this research work is from primary source as well as
secondary. The survey is carried out through a non-probability convenience sampling in
Coimbatore through a structured questionnaire.

Types of data
1. Primary Data
2. Secondary Data
Primary source: In case of above the primary source was consumer. The data has been
collected directly from respondent with the help of structured questionnaires.
Secondary source: The secondary data was collected from Websites, Articles, and
business journals.

Tools for Analysis

Data collected through questionnaire were presented in a master table. From the
master table was prepared. For analysis and interpretation of the data simple statistical tools
like Chi-square test and percentage analysis were used.

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1.Percentage Analysis
Percentage analysis refers to a special kind of ratio percentage are used in making
comparison between two more series of data. Percentage reduced everything to a common
base there by allow meaningful comparisons to be made.

Number of respondents
Percentage= X100
Total number of respondents

2. Chi Square Analysis

Test method use the chi-square test for independence to determine whether there
is a significant relationship between two categorical variables.

Where,
Degrees of freedom=(r-1) (c-1)
O=Observed frequency
E=Expected frequency
R=Number of Row
C=Number of Column

LIMITATIONS OF THE STUDY

1. Insufficient sample size, population traits or specific participants for statistical

significance,
2. Lack of previous research studies on the topic which has allowed for further analysis.
3. Literature review is an important part of any research, because it helps to identify the
scope of works that have been done so far in research area. Literature review findings
are used as the foundation for the researcher to be built upon to achieve her research
objectives.

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 CHAPTER SCHEMES

Chapter - I: Introduction
The first chapter consists of introduction, need and scope of study,
statement of problem, objectives of the study, research methodology, tools used
and limitations of the study.

Chapter - II: Review of Literature

The second chapter presents the review of empirical studies carried out on
the topic in the past.

Chapter - III: Impact of Covid-19 on Grocery Goods – An Overview

The third chapter deals with an overview of Grocery Goods and the Impact
of Covid-19 Pandemic on Groceries and the Change in Purchasing Behaviour of
the consumers towards Groceries are discussed.

Chapter - IV: Data Analysis and Interpretation

The fourth chapter presents the Data analysis and Interpretation of the
study.

Chapter - V: Findings, Suggestions and Conclusion

The fifth chapter brings out the findings, suggestions and conclusion
derived from the results of the study.

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 CHAPTER II
REVIEW OF LITERATURE
A literature review is a comprehensive summary of previous research on a topic.
The literature review surveys scholarly articles, books, and other sources relevant to a
particular area of research. The review should enumerate, describe, summarize, objectively
evaluate and clarify this previous research.

Anupam Sharma (2020)1 in their study Changing Consumer Behaviours towards

Online Shopping - An Impact of Covid 19. This paper aims to reflect on different issues
and perspectives of online marketing due to COVID-19. There are still many more
uncertainties to predict how the sale for the next few months will be impacting the global
community, both personally as well as professionally. This study explores the impact of
the epidemic from toilet tissue rolls to baby gear, pet food to many more daily essentials.

Jasper Grashuis, Theodoros Skevas and Michelle S. Segovia (2020)2 in their study
Grocery Shopping Preferences during the COVID-19 Pandemic. Considering the
temporary closure of many food-away-from-home establishments, consumer expenditure
on groceries during the COVID-19 pandemic has increased. While grocery shopping is an
essential activity, not much is known about the dynamic relationship of the COVID-19
pandemic to the behavior of grocery shoppers.

Meyer, S. (2020) 3 in his study the COVID-19 effect on Online shopping behaviour.
Austin, Texas: BigCommerce Pty. Ltd. Generally, people purchase according to food
habits and liking. Under the new shopping conditions of the COVID-19 pandemic, food
choices will depend heavily on product availability and restrictions on how many products
consumers can buy.

Muhammad Naeem (2020)4 in his study Understanding the customer psychology of

impulse buying during COVID-19 pandemic: implications for retailers. This study has
constructed a research framework of customer psychology of impulse buying based on the

8
results of this study and fear and perceived risk theories. The study also explains how the
fear of fear, risk perception and conformist tendency enhanced impulsive buying during
COVID-19 pandemic. This study has discussed specific implications for retailers.

Grocery Shopping Preferences during the Covid-19 Pandemic by Jasper Grashuis,

Theodoros Skevas and Michelle S. Segovia (2020)5 in this study, variability in grocery
shopping preferences during the COVID-19 pandemic may also relate to demographic
(e.g., age, income) and behavioural characteristics (e.g., risk aversion, health awareness).
We look to future research endeavours to incorporate such ideas and thus improve our
understanding of consumer behaviour during periods of crisis.

Dimitris K. Chronopoulos (2020)6 in his study Consumer Spending Responses to the

COVID-19 Pandemic: An Assessment of Great Britain. This study investigates the
impact of the coronavirus (Covid-19) on consumer spending in Great Britain (GB). Since
the first death in Wuhan, Hubei, China in early January 2020, the Covid-19 virus has spread
across the globe and dominated the news headlines. The outbreak and initial spread of the
virus was confined to China, but then spread through Asia, Europe and the rest of the world.

Junxiong Li, Alan G. Hallsworth, J. Andres Coca-Stefaniak (2020)7 in their study

Changing Grocery Shopping Behaviours Among Chinese Consumers at the Outset of
the COVID-19 Outbreak. This research note evaluates the impacts of major disruptions
to previously routinised food shopping behaviour as a result of a dramatic and
unanticipated event: a major public health crisis caused in this case by the COVID-19 strain
of the coronavirus.

Md. Al Amin (2020)8 in his study Evaluating the Determinants of Customers’ Mobile
Grocery Shopping Application (MGSA) Adoption during COVID-19 Pandemic.The
study aims at determining the predictors of mobile grocery shopping applications (MGSAs)
acceptance and their impact on behavioural intention to use MGSA during COVID-19
outbreaks. Based on the technology acceptance model and theory of planned behaviour,

9
we analysed the influence of social distancing, fear of COVID-19, subjective norms,
shopping attitudes, ease of use, usefulness on behavioural intention to use MGSAs.

Brenna Ellison, Brandon McFadden, Bradley J. Rickard, Norbert L. W. Wilson

(2020)9 in their study Examining Food Purchase Behaviour and Food Values During
the COVID-19 Pandemic. The COVID-19 pandemic has fundamentally altered what is
“normal” globally, touching all aspects of life, including food purchasing and acquisition
decisions. they surveyed a panel of 1,370 US households at four different points during the
COVID-19 pandemic from mid-March to late April 2020. Results from our research reveal
three important insights about households' response to COVID-19 as it relates to food
purchasing behaviour.

Vidya Gopinath (2020)10 in his study Consumer Behavior Trends during Covid-19
Pandemic in Kerala. The online shopping consumers at Kerala in both Ernakulum and
Trivandrum are satisfied with the online shopping process. They are benefited with various
facilities like convenience, less procedure, timely delivery, safety during covid pandemic,
product offers, low cost, convenience etc. The product dimensions are identified to be
highly satisfied and highly correlated. The understanding of the nature, needs and wants of
the consumers as such in other business is very much vital for the study.

Acee-Eke, Beatrice Chinyere (PhD) and Dr. Ogonu, Gibson Chituru (2020)11 in their
study Covid-19 Effects on Consumer Buying Behaviour of Departmental Stores in
Rivers State, Nigeria. This study concludes that the global pandemic, COVID-19
dimensioned via: market shutdown and border closure relatively and jointly influenced the
consumption pattern and consumer buying behaviour of specific essential products (like
groceries, foods, sanitizers, face masks, soap, etc.) in departmental stores in Rivers State,
Nigeria

Na Hao, H. Holly Wang, Qingjie Zhou (2020)12 in their study The impact of online
grocery shopping on stockpile behaviour in Covid-19. This is the first study in online

10
shopping's impact on food stockpile during pandemics using a random sample. Although
food stockpile behaviour at times of emergency have been investigated in many literatures,
there are no empirical studies on the impact of online channels on stockpile behaviours
under extreme situations.

Montclair State University, Montclair, NJ, USA (2020)13 in their study The Impact of
COVID-19 on Consumers: Preparing for Digital Sales. The pandemic forced workplace
operations to go virtual—and many businesses have made such transition successfully in a
short period of time. However, how the pandemic affects consumers and marketplaces has
received relatively limited attention. In this article, we explored how the pandemic
accelerated the growth of e-commerce.

Patric Brandtner, Farzaneh Darbanian,Taha Falatouri and Chibuzor Udokwu

(2020)14 in their study Impact of COVID-19 on the Customer End of Retail Supply
Chains: A Big Data Analysis of Consumer Satisfaction. The objective of this study was
to understand the impact of COVID-19 on grocery retailers from the viewpoint of the
consumers. To achieve this, we applied an acknowledged consumer satisfaction data
acquisition technique and analysed the sentiments of consumers using a service-quality
assessment model.

Bui Huy Khoi (2020)15 in his study An Empirical Study about the Intention to Hoard
Food during COVID-19 Pandemic. This study examines the expanded TPB model with
the risk perception variable of intention to hoard food under the COVID-19 pandemic
condition. All assumptions are supported by the traditional independent variables of the
TPB model that affect the hoarding intention of food.

Mohammad Waliul Hasanat,Ashikul Hoque, Farzana Afrin Shikha (2020)16 in their

study The Impact of Coronavirus (Covid-19) on E-Business in Malaysia. The negative
impact established is impacting the sales as well as the buying behaviour of the customers.
The weakening of the business environment in Malaysia is seen due to COVID-19. The

11
challenges faced by the retailers present in the e-business are the lowering of the buying
behaviour of the customers.

REFERENCES:

1. Sharma, Anupam, Jham b, Changing Consumer Behaviours Towards Online

Shopping - An Impact Of Covid 19, Deepika. Academy of Marketing Studies
Journal; 24(3):1-10, 2020.
2. Jasper Grashuis, Grocery Shopping Preferences during the Covid-19 Pandemic,
,12(13), 5369, ,2020.
3. Study On Covid-19 Effect on Online Shopping Behaviour, Meyer S, 56, 22-09-
2020.

4. Muhammad Naeem, Understanding The Customer Psychology Of Impulse

Buying During Covid-19 Pandemic Implications For Retailers, 45, 05-01-2021.

5. Jasper Grahuis, Theodros Skevas and Michelle S Segovia, Grocery Shopping

Preferences During the Covid-19 Pandemic, 12(13), 536, 2020.

6. Dimitris K Chronopoulos, Consumer Spending Responses to The Covid-19

Pandemic: An Assessment of Great Britain, CEPR Press, ZDB-ID 3019632-2,
34 (3.7.), p. 145-186, 2020.

7. Junxiong Li, Wiley, Study on Changing Grocery Shopping Behaviours Among

Chinese Consumers At The Outset Of The Covid-19 Outbreak –ISSN 1467-
9663, ZDB-ID 1482901-0. - Vol. 111.2020, 3 (12.06.), p. 574-583.

8. Md. Al Amin, Bingley, Evaluating the Determinants Of Customers Mobile

Grocery Shopping Applications Adoption During Covid-19 Pandemic, Emerald
Publishing Limited, ISSN 2444-8494, ZDB-ID 2856989-1. - Vol. 30.2021, 2, p.
211-229.

12
9. Brenna Ellison, Ithaca, Examining Food Purchase Behaviour And Food Values
During The Covid-19 Pandemic New York, USA: Charles H. Dyson School of
Applied Economics and Management, Cornell University

10. Vidya Gopinath, Consumer Behaviour Trends During Covid-19 Pandemic in

Kerala, Volume 5, Issue 9, ISSN: 2455-2631.

11. Acee-eke , Covid-19 Effects On Consumer Buying Behaviour Of Departmental

Stores in Rivers State, Nigeria, Bhopal: Inventi Journals, ISSN 2249-0965,
ZDB-ID 2821951-X. 3, p. 182-197, - 2019.

12. Na Hao, The Impact of Online Grocery Shopping Oon Stockpile Behaviour in
Covid-19, Emerald, ISSN 1756-137X, ZDB-ID 2500567-4. - Vol. 12.2020, 3
(14.08.), p. 459-470.
13. Montclair, The Impact of Covid-19 On Consumers Preparing for Digital Sales,
Pretoria, South Africa: Department of Economics, University of Pretoria, 2020.
14. Patric Brandtner, Impact of Covid-19 on the Customer end of Retail Supply
Chains: A Big Data Analysis Of Consumer Satisfaction, - Berlin : e-publi
GmbH, ISBN 978-3-7549-2771-7. - 2021, p. 13-35.
15. Bui Huy Khoi, An Empirical Study About The Intention To Hoard Food During
Covid-19 Pandemic, Seongnam, Gyeonggi, South Korea : Korea Distribution
Science Association, ISSN 2288-4645, ZDB-ID 2929132-X. - Vol. 7.2020, 11,
p. 393-400.
16. Mohammad Waliul Hasanat, The Impact Of Coronavirus (Covid-19) On E-
Business In Malaysia, Inventi Journals, ISSN 2249-099X, ZDB-ID 2821954-5.
- 2019, 1, p. 31-44, Bhopal.

13
 CHAPTER III
IMPACT OF COVID-19 ON GROCERY GOODS – AN OVERVIEW

GROCERY GOODS
The Grocery Goods refers to the Goods that are used by the Households regularly.
Grocery Goods are meant for the Regular Consumption. The Grocery Goods are purchased
by the Consumers based on their Monthly Income and the Taste and Preference of the
Consumers. The Consumer Buying Behaviour is the process whereby the Consumers
decide upon the Quantity and Quality of the Goods to be bought with their Income.

The Grocery Goods includes the Dairy Products, the natural produce, beverages
such as Coffee & Tea, Nuts, Snacks, Bakery Items, Meat, Seafood, Bread Items, Vitamins,
Herbs and other supplements. The Grocery Good Market is a place where there exist a
Monopolistic Competition. The Goods sold in the Monopolistic Competition Market is
where the Firms present in the Market Environment will be offering the similar products
but it won’t be identical in nature.

The Goods sold in Grocery Stores tend to differ in terms of Branding, Packaging
and Advertising but the price of the products tends to somewhere similar with slight ups
and downs but the difference between the price of the one good with respect to other will
not be much bigger. Thus, the Firms competing in the Monopolistic Market don’t have
much control or power to raise prices in order to increase their profit margin.

COVID-19 PANDEMIC
The Novel Coronavirus also known as Covid-19 is a disease which spread across
the world in the early 2020 and caused an hinderance in the livelihood of many people.
Due to the spread of Covid-19 across the Country, the Government of India imposed a
Nation-wide Lockdown whereby the Companies were asked to stop their Production for
some days and the Day-to-Day Functioning of the Businesses were put to halt. Such pause
in the day-to-day activities caused many challenges such as loss of employment for daily

14
wage workers, No Income or low Income, etc. Many people lost their ability to avail the
basic amenities of their lives.
Since the Nationwide Lockdown was imposed everyone were disconnected from
socializing. The Covid-19 Pandemic created insecurity over the people in terms of their
personal health and it taught many people the importance of personal hygiene and maintain
good health by regularly exercising and intake of balanced diet. Such factors made the
people to change their Lifestyle. The People started to shift to Immunity rich Food Items,
Fruits, Vegetables, etc. Thus, the Consumers made a change in their Purchasing Pattern or
the Buying Behaviour.

IMPACT OF COVID-19 PANDEMIC OVER GROCERY GOODS

The Grocery Goods Industry was dramatically got affected by the Covid-19
Pandemic since the Production of Groceries were stopped, the Demand rose, and the
Supply of the Goods tend to become lower day-by-day. Apart from the demand and supply,
the price hike also took place ever since the low stock availability.

Due to the change in people’s living circumstances and the restrictions placed on
the eating out of home sector, most people will have been consuming all their meals at
home, whereas previously they may have visited cafés, pubs or restaurants for some snacks
and meals. Some families may have experienced temporary growths in their households as
older children returned from further education to live at home, or young adult workers
returned from house sharing arrangements to their family homes during lockdown.

15
Meanwhile other households may have received food parcels from local authority schemes
as they were shielding, so their grocery purchasing may have reduced during lockdown

Whilst some of the lockdown measures have now been relaxed either partially or
wholly, the change in our behaviours due to lockdown has the potential to have a longer-
term impact on citizen’s health, particularly if they become permanent changes.

IMPACT OF COVID-19 ON TRANSPORTATION OF GROCERY

GOODS:

The Logistics and Distribution of Grocery Items were severely affected by the
Covid-19 Pandemic. Since the Government of India announced a Nationwide Lockdown
the transportation of goods was affected. The Government of India permitted only the
essential services even though Grocery Goods were permitted because groceries come
under basic essential for livelihood.

Even though Grocery Goods were essential but the non-availability of adequate
transportation vehicles it was very hard to transport the goods to the distribution centre i.e.,
the Department Stores, Market/Bazaars, etc. Due to the lack of Drivers and the Vehicles,
the Goods were available at less quantity also the production scale of the goods were also

16
affected because of less human resource equipped during the production to comply with
the Government’s Covid Prevention Protocol.

The Channel of Distribution available for the Groceries are the Direct Channel,
Retailer Channel, Wholesale Channel, Agent Channel. Direct Channel of Distribution is
the Distribution channel whereby the Goods are transported directly from Manufacturers
to the Consumers without any market intermediaries. Common examples of Direct Channel
are Selling from Manufacturer’s Plant, Door to Door Sales, selling through establishing
own shops like Fast Food shops, Hotels, Restaurants, etc.

The Indirect Channel of Distribution is the Channel of Distribution whereby the

Goods are sold through Market Intermediaries i.e., the Producer produces the Goods and
hand it over to Market Intermediaries who in turn sell it to Consumers. The Indirect
Channel of Distribution includes Retailer Channel, Wholesale Channel and Agent Channel

RETAILER CHANNEL OF DISTRIBUTION

Manufacturer Retailer Consumer

s
WHOLSALE CHANNEL OF DISTRIBUTION

Wholesaler
Manufacturer or Retailer Consumer
s Distributor

AGENT CHANNEL OF DISTRIBUTION

Agent Wholesaler
Manufacturer or or Retailer Consumer
s Broker Distributor

17
 The Retailer Channel of Distribution is whereby the Goods are sold by
Manufacturer to the Retailer who in turn sell it to the Consumer. For example, Automobile
Manufacturer who sell their Cars through Authorized Dealers. The Wholesale Channel of
Distribution is whereby the Goods are sold by the Manufacturer to the Agent or the Broker
who sells it to the Wholesaler or Distributor who further sells it to Retailer, and it finally
reaches the Consumer.

Thus, the Logistics and Transportation of the Grocery Items during the Covid-19
Pandemic was severely affected, and it was hard to transport the Grocery Goods from the
place of Production to the Place of Final Consumption.

AVAILABILITY OF GROCERY GOODS DURING PANDEMIC

The Grocery Goods are made available to the Final Consumers through the
following Methods or Key players:

1) Department Stores
2) Market/Bazaar
3) Nearby Petty Shops
4) Online Shopping

DEPARTMENT STORES:

The Department Stores is a place where different classification or variety of Goods

are sold under a single roof. The Department Stores acts as an umbrella for various types

18
of Goods. A Department Store contains all products ranging from Dairy Products to
necessary Grocery Goods.

Department Stores requires more Investment and space since it must compactly
organize every class of products into it. The art of managing the department store lies on
how they are managing the Stocking of Goods and promptly refilling the Stock.

The Department Stores could be in Hypermarket form. A Hypermarket is a

combination of Supermarket and a Department Store. A Hypermarket is a one where a
wide range of Groceries Items and Merchandise Items are sold.

MARKET/BAZAAR:

A Market or a Bazaar is a place which consist of Small Shops and Stalls selling
different variety and range of products such as Vegetables, Fruits, Cosmetics & Beauty
Items, Essential day-to-day items, etc. A Market or a Bazaar is the easiest way of selling a
wide range of products since it doesn’t cost much to establish a small shop or stall in the
crowd funded place. A Market or a Bazaar is a easily accessible by the consumers because
these Shops or stalls are setup in the place which is accessible by the people who are living
in the nearby areas or so.

Market or Bazaar is the center of attraction for a small locality or an area. The Price
of the Products sold are comparatively cheap as compared to the Department Stores or the
Hypermarket. Some of the Market or Bazaar are based on week days basis i.e., say Tuesday
Market or Sunday Market which means that the Market is functioning and setup only on

19
those mentioned Days. Thus, the Market or a Bazaar is easily accessible by all the
population of the country to fulfill their basic grocery and other needs.

NEARBY SMALL SHOPS:

Nearby Small Shops are those establishment which are setup in a small area or a
Street which fulfill the basic grocery needs of the Street or the area. The Nearby Small
Shops are not taken over in a large scale. These Nearby Small Shops deals serves the goods
such as the Milk, Fruits, Vegetables, other Grocery and Household items required in our
day-to-day life.

Nearby Small Shops covers only a small geographical location and serves those
customers thus it does not try to enlarge it’s customer base. Nearby Small Shops needs low
maintenance and low investment. Thus, Nearby Small Shops fulfills the needs of the
Customers of a particular area say a Street or an Area.

ONLINE SHOPPING:

Online Shopping refers to the process of buying Goods using Internet i.e., Goods
can be ordered using a Mobile or Computer and the Goods will be delivered to your home.
This method of Shopping is convenient for those who are not able to spend time on buying
groceries. Online Shopping is done using e-Commerce Website such as Amazon, Flipkart,
Swiggy Instamart, Dunzo, Zepto, etc.

20
 Online Shopping is easiest method of purchase goods because of simplicity in the
process of ordering goods i.e., an Mobile or Computer with an Good Internet Connection
is sufficient to carry out Online Shopping. The Online Shopping trend grew during Covid-
19 Pandemic ever since people were not allowed to leave their homes to comply with the
Covid Prevention Protocol. So, most of the people explored the Online Shopping mode and
found it to be comfortable one and proceeded with the Online Shopping Method.

Online Shopping has a competitive advantage over other method of Shopping since
they offer discounts regularly to maintain their customer base as compared to other forms
of selling goods.

21
 CHAPTER IV
DATA ANALYSIS AND INTERPRETAITON

4.1. AGE OF THE RESPONDENTS

The distribution of the responses in accordance with the Age of the respondents are
in the following table. The respondents are divided into five groups such as Below 20
Years, 21 Years to 30 Years, 31 Years to 40 Years, 41 Year to 50 Years, Above 50 Years.

TABLE 4.1 – AGE OF THE RESPONDENTS

AGE GROUP FREQUENCY PERCENTAGE

21 Years to 30 Years 78 55.7
31 Years to 40 Years 54 38.6
41 Years to 50 Years 4 2.9
Above 50 Years 4 2.9
Total 140 100

INTERPRETATION
From the above Table 4.1, 55.7 % of Respondents belongs to the Age Group of 21
Years to 30 Years and 38.6 % belongs to the Age Group of 31 Years to 40 Years and 2.9%
belongs to the Age Group of 41 Years to 50 Years and 2.9 % belongs to the Age Group of
Above 50 Years.
Thus, the above table shows majority of the respondents belongs to 21 Years to 30
Years.

22
 CHART 4.1 – AGE OF THE RESPONDENTS

AGE OF THE RESPONDENTS

60

50

40

30

20

10

0
21 Years to 30 Years 31 Years to 40 Years 41 Years to 50 Years Above 50 Years

23
4.2. GENDER OF THE RESPONDENTS
The distribution of the responses in accordance with the Gender of the respondents
are in the following table. The respondents are divided into three groups such as Male,
Female and Transgender.

TABLE 4.2 – GENDER OF THE RESPONDENTS

Gender Frequency Percent
Male 60 42.9
Female 80 57.1
Total 140 100.0

INTERPRETATION
From the above Table 4.2, 57.1 % of Respondents are Females and 42.9 % of
Respondents are Males.
Thus, the above table shows majority (57.1%) of the respondents are Females

24
4.3. OCCUPATION OF THE RESPONDENTS
The distribution of the responses in accordance with the Occupation of the
respondents are in the following table. The respondents are divided into Six groups such
as Business, Self-employed, Private Employee, Government Employee, Home Maker and
Retired Army.

TABLE 4.3 – OCCUPATION OF THE RESPONDENTS

Occupation Frequency Percent
Business 36 25.7
Self-Employed 32 22.9
Private Employee 33 23.6
Government Employee 8 5.7
Home Maker 20 21.4
Retired Army 1 0.7
Total 140 100.0

INTERPRETATION
From the above Table 4.3, 25.7 % of Respondents are into Business, 23.6 % of
Respondents are Private Employee 22.9 % of Respondents are Self-Employed, 21.4 % are
Home Makers, 7 % are a Retired Army Personal and 5.7 % are Government Employee.
Thus, the above table shows most of the respondents are into Business.

25
CHART 4.2 – OCCUPATION OF THE RESPONDENTS

OCCUPATION OF THE RESPONDENTS

0.7 %

25.7 %
Business
21.4 % Self-Employed
Private Employee
Government Employee
5.7 % Home Maker
22.9 % Retired Army
23.6 %

26
4.4. EDUCATION LEVEL OF THE RESPONDENTS
The distribution of the responses in accordance with the Education Level of the
respondents are in the following table. The respondents are divided into four groups such
as Up to School Level, Undergraduate, Postgraduate and Professional.

TABLE 4.4 – EDUCATION LEVEL OF THE RESPONDENTS

Educational Level Frequency Percent
Up to School Level 7 5.0
Undergraduate 71 50.7
Postgraduate 52 37.1
Professional 10 7.1
Total 140 100.0

INTERPRETATION
From the above Table 4.4, 50.7 % are Undergraduates, 37.1 % are Postgraduate,
7.1 % are Professional and 5 % of Respondents are educated up to School Level.
Thus, the above table shows majority of the respondents are Undergraduate.

27
4.5. FAMILY MEMBERS OF THE RESPONDENTS
The distribution of the responses in accordance with the Number of Members in the
Respondent’s Family are in the following table. The respondents are divided into four
groups such as 2 & below, 3 to 4, 5 to 6 and Above 6.

TABLE 4.5 – FAMILY MEMBERS OF THE RESPONDENTS

Number of Frequency Percent
Members in the
Family
2 & below 6 4.3
3 to 4 81 57.9
5 to 6 34 24.3
Above 6 19 13.6
Total 140 100.0

INTERPRETATION
From the above Table 4.5, 57.9 % of the Respondents have 3 to 4 members in
their family, 24.3 % have 5 to 6 members in their family, 13.6 % of the Respondents have
Above 6 members in their family and 4.3 % of Respondents have 2 & Below members in
their family.
Thus, the above table shows majority of the respondents 3 to 4 members in their
families.

28
 CHART 4.3 – FAMILY MEMBERS OF THE RESPONDENTS

Number of Members in their Family

57.9

24.3

13.6

4.3

2 & BELOW 3 TO 4 5 TO 6 ABOVE 6

29
4.6. FAMILY INCOME OF THE RESPONDENTS BEFORE COVID-19
PANDEMIC
The distribution of the responses in accordance with the Family Income of the
respondents before Covid-19 Pandemic are in the following table. The respondents are
divided into four groups such as Below 15,000, 15,000 to 30,000, 31,000 to 45,000 and
Above 45,000.

TABLE 4.6 – FAMILY INCOME OF THE RESPONDENTS BEFORE

COVID-19 PANDEMIC
Family Income Frequency Percent
Below 15,000 7 5
15,000 to 30,000 63 45
30,000 to 45,000 39 27.9
Above 45,000 31 22.1
Total 140 100.0

INTERPRETATION
From the above Table 4.6, 45 % of the Respondents earn between 15,000 to 30,000,
27.9 % of the Respondents earn between 30,000 to 45,000, 22.1 % of the Respondents earn
above 45,000 and 5 % of Respondents earn below 15,000.
Thus, the above table shows most of the respondents earn between 15,000 to 30,000.

30
 CHART 4.4 – FAMILY INCOME OF THE RESPONDENTS BEFORE
COVID-19 PANDEMIC

Family Income of the Respondents before

Covid-19 Pandemic

Above 45,000

30,000 to 45,000

15,000 to 30,000

Below 15,000

0 5 10 15 20 25 30 35 40 45 50

31
4.7. BUYING OF GOODS DURING COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Buying of Groceries during
Covid-19 Pandemic are in the following table. The responses are divided into five groups
such as Very Easy, Easy, Neutral, Difficult and Very Difficult.

TABLE 4.7 – BUYING OF GOODS DURING COVID-19 PANDEMIC

Option Frequency Percent
Very Easy 3 2.1
Easy 6 4.3
Neutral 73 52.1
Difficult 42 30
Very Difficult 16 11.4
Total 140 100.0

INTERPRETATION
From the above Table 4.7, 52.1 % of the Respondents found it Neutral i.e., neither
easy nor difficult to buy grocery during Covid-19 Pandemic, 30 % of the Respondents
found it difficult to buy grocery during Covid-19 Pandemic, 11.4 % of Respondents found
it Very Difficult to buy grocery during Covid-19 Pandemic, 4.3 % of Respondents found
it Easy to buy grocery during Covid-19 Pandemic, and 2.1 % of the Respondents found it
Very Easy to buy grocery during Covid-19 Pandemic.
Thus, the above table shows most of the respondents found it Neutral i.e., neither
Easy nor Difficult to buy the groceries.

32
4.8. BASIS OF BUYING OF GROCERIES BY THE RESPONDENTS
The distribution of the responses in accordance with the Basis of Buying Groceries
by the respondents are in the following table. The respondents are divided into four groups
such as Daily, Weekly, 15 Days once, and Monthly.

TABLE 4.8 – BASIS OF BUYING OF GROCEREIS BY THE RESPONDENTS

Basis of Buying Frequency Percent

Groceries
Daily 10 7.1
Weekly 57 40.7
15 Days once 15 10.7
Monthly 58 41.4
Total 140 100.0

INTERPRETATION
From the above Table 4.8, 41.4 % of the Respondents buys Groceries Monthly, 40.7
% of the Respondents buys Groceries Weekly, 10.7 % of the Respondents buys Groceries
15 Days once and 7.1 % of Respondents buys Groceries daily.
Thus, the above table shows most of the respondents buys Groceries on Monthly
Basis.

33
4.9. STOCKING OF GROCERIES:
The distribution of the responses in accordance with the Stocking of Groceries
during Covid-19 Pandemic are in the following table. The responses are divided into five
groups such as Strongly Agree, Agree, Neutral, Disagree and Strongly Disagree.

TABLE 4.9 – STOCKING OF GROCERIES

Option Frequency Percent
Strongly Agree 46 32.9
Agree 59 42.1
Neutral 31 22.1
Disagree 4 2.9
Total 140 100.0

INTERPRETATION
From the above Table 4.9, 42.1 % of the Respondents agreed to Stock the Groceries
during Covid-19 Pandemic, 32.9 % of the Respondents strongly agreed to Stock the
Groceries during Covid-19 Pandemic, 22.1 % of the Respondents found it Neutral to Stock
the Groceries during Covid-19 Pandemic, 2.9 % of the Respondents disagreed to Stock the
Groceries during Covid-19 Pandemic.
Thus, the above table shows most of the respondents found it useful by stocking
the Groceries during Covid-19 Pandemic.

34
4.10. IMPORTANCE OF STOCKING DURING COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Importance of Stocking of
Groceries during the Covid-19 Pandemic are in the following table. The responses are
divided into five groups such as Very Useful, Useful, Neutral, Useless and Very Useless.

TABLE 4.10 – IMPORTANCE OF STOCKING OF GROCERIES

DURING THE COVID-19 PANDEMIC
Option Frequency Percent
Very Useful 45 32.1
Useful 72 51.4
Neutral 23 16.4
Very Useless 1 0.7
Total 140 100.0

INTERPRETATION
From the above Table 4.10, 51.4 % of the Respondents found it Useful to Stock the
Groceries Items, 32.1 % of the Respondents found it Very Useful to Stock the Groceries
Items, 16.4 % of the Respondents found it Neutral to Stock the Groceries Items and 0.7 %
of the Respondents found it Very Useless to Stock the Groceries Items. None of the
Respondents found it Useless and Very Useless.
Thus, the above table shows most of the respondents found it Useful on
Importance of Stocking the Groceries during the Covid-19 Pandemic.

35
4.11. QUANTITY PURCHASED DURING THE COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Quantity of Groceries
purchased during the Covid-19 Pandemic are in the following table. The responses are
divided into five groups such as Strongly Agree, Agree, Neutral, Disagree and Strongly
Disagree.

TABLE 4.11 – QUANTITY PURCHASED DURING THE COVID-19

PANDEMIC
Option Frequency Percent
Strongly Agree 6 4.3
Agree 38 27.1
Neutral 47 33.6
Disagree 46 32.9
Strongly Disagree 3 2.1
Total 140 100.0

INTERPRETATION
From the above Table 4.11, 33.6 % of the Respondents found it Neutral to have
purchased the same quantity of Groceries during Covid-19 Pandemic in comparison to pre-
covid time, 32.9 % of the Respondents disagreed to have purchased the same quantity of
Groceries during Covid-19 Pandemic in comparison to pre-covid time, 27.1 % of the
Respondents agreed to have purchased the same quantity of Groceries during Covid-19
Pandemic in comparison to pre-covid time, 4.3 % of the Respondents strongly agreed to
have purchased the same quantity of Groceries during Covid-19 Pandemic in comparison
to pre-covid time, and 2.1 % of the Respondents strongly disagreed to have purchased the
same quantity of Groceries during Covid-19 Pandemic in comparison to pre-covid time.
Thus, the above table shows most of the respondents found it Neutral to have
purchased the same quantity of Groceries during Covid-19 Pandemic in comparison to pre-
covid time.

36
4.12. REACHABILITY TO STORES DURING THE COVID-19
PANDEMIC:
The distribution of the responses in accordance with the Quantity of Groceries
purchased during the Covid-19 Pandemic are in the following table. The responses are
divided into five groups such as Strongly Agree, Agree, Neutral, Disagree and Strongly
Disagree.

TABLE 4.12 – REACHABILITY TO STORES DURING THE

COVID-19 PANDEMIC
Option Frequency Percent
Strongly Agree 7 5.0
Agree 24 17.1
Neutral 74 52.9
Disagree 33 23.6
Strongly Disagree 2 1.4
Total 140 100.0

INTERPRETATION
From the above Table 4.12, 52.9 % of the Respondents found it Neutral to have
reachability to Stores for buying Groceries during Covid-19 Pandemic, 23.6 % of the
Respondents disagreed to have reachability to Stores for buying Groceries during Covid-
19 Pandemic, 17.1 % of the Respondents agreed to have reachability to Stores for buying
Groceries during Covid-19 Pandemic, 5 % of the Respondents strongly agreed to have
reachability to Stores for buying Groceries during Covid-19 Pandemic, and 1.4 % of the
Respondents strongly disagreed to have reachability to Stores for buying Groceries during
Covid-19 Pandemic.
Thus, the above table shows majority of the respondents found it Neutral to have
reachability to Stores for buying Groceries during Covid-19 Pandemic.

37
4.13. DIFFICULTIES FACED DURING COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Difficulties faced by
Consumer when buying Groceries during the Covid-19 Pandemic are in the following
table. The responses are divided into five groups such as Price Hike, Non-Compliance of
Covid Prevention Protocol, Working Hours of Groceries as permitted by the Government,
non-availability of Goods and Non-availability of Good Quality Products.

TABLE 4.13 – DIFFICULTIES FACED DURING THE COVID-19 PANDEMIC

Option Frequency Percent
Price Hike 48 34.3
Non-Compliance of Covid 40 28.6
Prevention Protocol
Working Hours of Groceries as 16 11.4
permitted by the Government
Non-availability of Goods 17 12.1
Non-availability of Good 19 13.6
Quality
Total 140 100.0

INTERPRETATION
From the above Table 4.13, 34.3 % of the Respondents considered Price Hike as a
Difficulty during the Covid-19 Pandemic, 28.6 % of the Respondents considered Non-
compliance of Covid Prevention Protocol, 13.6 % of the Respondents considered Non-
availability of Good Quality as a difficulty during the Covid-19 Pandemic, 12.1 % of the
Respondents considered Non-availability of Goods as a difficult during the Covid-19
Pandemic and 11.4 % of the Respondents considered Working Hours of Groceries as
permitted by the Government as a difficulty during the Covid-19 Pandemic.
Thus, the above table shows most of the respondents considered Price Hike as a
difficulty during the Covid-19 Pandemic.

38
4.14. BENEFITS OF BUYING GROCERIES DURING COVID-19
PANDEMIC:
The distribution of the responses in accordance with the Benefits of buying
Groceries during the Covid-19 Pandemic are in the following table. The responses are
divided into five groups such as Highly Beneficial, Beneficial Neutral, Not Beneficial and
Highly not Beneficial.

TABLE 4.14 – BENEFITS OF BUYING GROCERIES DURING THE

COVID-19 PANDEMIC
Option Frequency Percent
Highly Beneficial 4 2.9
Beneficial 29 20.7
Neutral 88 62.9
Not Beneficial 16 11.4
Highly not Beneficial 3 2.1
Total 140 100.0

INTERPRETATION
From the above Table 4.14, 62.9 % of the Respondents felt it Neutral to buy Grocery
during Covid-19 Pandemic, 20.7 % of the Respondents felt it Beneficial to buy Grocery
during Covid-19 Pandemic, 11.4 % of the Respondents felt it Not Beneficial to buy Grocery
during Covid-19 Pandemic, 2.9 % of the Respondents felt it Highly Beneficial to buy
Grocery during Covid-19 Pandemic, and 2.1 % of the Respondents felt it Highly Not
Beneficial.
Thus, the above table shows majority of the respondents felt it Neutral to buy
Grocery during Covid-19 Pandemic.

39
4.15. TIME ALLOTED DURING COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Time allotted to buy
Groceries during the Covid-19 Pandemic are in the following table. The responses are
divided into five groups such as Highly Enough, enough, Neutral, Not Enough and
Strongly not Enough.

TABLE 4.15 – TIME ALLOWED DURING THE COVID-19

PANDEMIC
Option Frequency Percent
Highly Enough 7 5.0
Enough 42 30.0
Neutral 55 39.3
Not Enough 34 24.3
Strongly not Enough 2 1.4
Total 140 100.0

INTERPRETATION
From the above Table 4.15, 39.3 % of the Respondents considered the time to be
Neutral, 30 % of the Respondents considered the time to be Enough, 24.3% of the
Respondents considered the time to be Not enough, 5 % of the Respondents considered the
time to be Highly Enough, and 1.4 % of the Respondents considered the time to be Strongly
Not Enough.
Thus, the above table shows most of the respondents considered the time to be
Neutral.

40
4.16. COMPLIANCE OF COVID RULES DURING COVID-19
PANDEMIC:
The distribution of the responses in accordance with the Compliance of Covid Rules
during the Covid-19 Pandemic are in the following table. The responses are divided into
five groups such as Strongly Followed, Followed, Neutral, Not Followed and Strongly not
Followed.

TABLE 4.16 – COMPLIANCE OF COVID RULES DURING

THE COVID-19 PANDEMIC
Option Frequency Percent
Strongly Followed 83 59.3
Followed 24 17.1
Neutral 29 20.7
Not Followed 2 1.4
Strongly not Followed 2 1.4
Total 140 100.0

INTERPRETATION
From the above Table 4.16, 59.3 % of the Respondents Strongly Followed the Covid
Prevention Protocols, 20.7 % of the Respondents Neutrally followed the Covid Prevention
Protocols, 17.1 % of the Respondents Followed the Covid Prevention Protocols, 1.4 % of
the Respondents Not Followed the Covid Prevention Protocols and 1.4 % of the
Respondents Strongly Not Followed the Covid Prevention Protocols.
Thus, the above table shows majority of the respondents Strongly Followed the
Covid Prevention Protocols.

41
4.17 SHOPPING METHOD IN FUTURE
The distribution of the responses in accordance with the Shopping Method which
will be used in Future are in the following table. The responses are divided into four groups
such as Grocery Shopping Timing is very useful, It is perfectly planned, It is better than
before and It helps to avoid unnecessary expenses.

TABLE 4.17 – SHOPPING METHOD IN FUTURE

Option Frequency Percent
Grocery Shopping Timing is 32 22.9
very useful
It is perfectly planned 40 28.6
It is better than before 51 36.4
It helps to avoid unnecessary 17 12.1
expenses
Total 140 100.0

INTERPRETATION
From the above Table 4.17, 36.4 % of the Respondents felt that they will follow the
same shopping method which they followed during Covid-19 Pandemic because the
Grocery Shopping Timing is very useful, 28.6 % of the Respondents felt that they will
follow the same shopping method which they followed during Covid-19 Pandemic because
it is perfectly planned, 22.9 % of the Respondents felt that they will follow the same
shopping method which they followed during Covid-19 Pandemic because it is better than
before and 12.1 % of the Respondents felt that they will follow the same shopping method
which they followed during Covid-19 Pandemic because it helps to avoid unnecessary
expenses.
Thus, the above table shows that most of the respondents felt that they will follow
the same shopping method which they followed during Covid-19 Pandemic because the
Grocery Shopping Timing is very useful.

42
4.18. MODE OF PURCHASE OF GROCERIES DURING COVID-19
PANDEMIC BY THE RESPONDENT
The distribution of the responses in accordance with the Mode of purchase of
Groceries during Covid-19 Pandemic by the respondents are in the following table. The
respondents are divided into four groups such as Department Stores, Markets/Bazaars,
Nearby Small Shops and Online Shopping.

TABLE 4.18 – MODE OF PURCHASE OF GROCERIES DURING

COVID-19 PANDEMIC BY THE RESPONDENT
Mode of Purchase of Groceries Frequency Percent
Department Stores 33 23.6
Markets/Bazaars 32 22.9
Nearby Small Shops 50 35.7
Online Shopping 25 17.9
Total 140 100.0

INTERPRETATION
From the above Table 4.18, 35.7 % of the Respondents bought Groceries from
Nearby Small Shops, 23.6 % of Respondents bought Groceries from Department Stores,
22.9 % of the Respondents bought Groceries from Markets/Bazaars, and 17.9 % of the
Respondents bought Groceries from Online Shopping.
Thus, the above table shows most of the respondents bought Groceries from Nearby
Small Shops.

43
CHART 4.6 – MODE OF PURCHASE OF GROCERIES DURING COVID-19
PANDEMIC BY THE RESPONDENTS

MODE OF PURCHASE OF GROCERIES

DURING COVID-19 PANDEMIC
Online Shopping
18% Department Stores
23%

Nearby Small Shops Markets/Bazaars

36% 23%

44
4.19. EFFECT OF PRICE HIKE OF GROCERIES DURING THE
COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Effect of Price Hike of
Groceries during the Covid-19 Pandemic are in the following table. The responses are
divided into five groups such as Strongly Agree, Agree, Neutral, Disagree and Strongly
Disagree.

TABLE 4.19 – EFFECT OF PRICE HIKE OF GROCERIES DURING THE

COVID-19 PANDEMIC
Option Frequency Percent
Strongly Agree 30 21.4
Agree 48 34.3
Neutral 55 39.3
Disagree 6 4.3
Strongly Disagree 1 0.7
Total 140 100.0

INTERPRETATION
From the above Table 4.19, 39.3 % of the Respondents found it Neutral that the
Price Hike of Products affected their Purchase pattern during Covid-19 Pandemic, 34.3 %
of the Respondents agreed that the Price Hike of Products affected their Purchase pattern
during Covid-19 Pandemic, 21.4 % of the Respondents strongly agreed that the Price Hike
of Products affected their Purchase pattern during Covid-19 Pandemic, 4.3 % of the
Respondents disagreed that the Price Hike of Products affected their Purchase pattern
during Covid-19 Pandemic and 0.7 % of the Respondents strongly disagreed that the Price
Hike of Products affected their Purchase pattern during Covid-19 Pandemic.
Thus, the above table shows most of the respondents found it Neutral that the
Price Hike of Products affected their Purchase pattern.

45
4.20. GROCERY PRODUCTS AND ITS PRICE HIKE

The distribution of the responses in accordance with the Grocery Products and it’s
Price Hike are in the following table. The responses are divided into five groups such as
Pulses, Grains, Cooking Oil, Dairy Products and Food Stuffs.

TABLE 4.20 – GROCERY PRODUCTS AND ITS PRICE HIKE

Grocery Products Frequency Percent
Pulses 19 13.6
Grains 13 9.3
Cooking Oil 41 29.3
Dairy Products 28 20
Food Stuff 39 27.9
Total 140 100.0

INTERPRETATION
From the above Table 4.20, 29.3 % of the Respondents feels that Cooking Oil
experienced a Price Hike, 27.9 % of the Respondents feels that Food Stuffs experienced a
Price Hike, 20 % of the Respondents feels that Dairy Products experienced a Price Hike,
13.6 % of Respondents feels that Pulses experienced a Price Hike and 9.3 % of the
Respondents feels that Grains experienced a Price Hike.
Thus, the above table shows most of the respondents feels that the Cooking Oil
experienced a Price Hike.

46
4.21. STOCK AVAILABILITY DURING COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Stock Available by
Consumer when buying Groceries during the Covid-19 Pandemic are in the following
table. The responses are divided into three groups such as Always Available, Available
Sometimes and Always not available.

TABLE 4.21 – STOCK AVAILABILITY DURING THE

COVID-19 PANDEMIC
Option Frequency Percent
Always Available 27 19.3
Available Sometimes 111 79.3
Always not Available 2 1.4
Total 140 100.0

INTERPRETATION
From the above Table 4.21, 79.3 % of the Respondents said that the Stocks are
Available Sometimes, 19.3 % of the Respondents said that the Stocks are Always Available
and 1.4 % of the Respondents said that the Stocks are always not available.
Thus, the above table shows majority of the respondents said that the Stocks are
Available Sometimes.

47
4.22. QUALITY OF GROCERIES DURING THE COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Quality of Groceries during
the Covid-19 Pandemic are in the following table. The responses are divided into five
groups such as Best, Good, Tolerable, Bad and Worst.

TABLE 4.22 – QUALITY OF GROCERIES DURING THE COVID-19

PANDEMIC
Option Frequency Percent
Best 19 13.6
Good 51 36.4
Tolerable 66 47.1
Bad 4 2.9
Worst 0 0.7
Total 140 100.0

INTERPRETATION
From the above Table 4.22, 47.1 % of the Respondents found it Neutral that the
Quality of Goods was Tolerable during Covid-19 Pandemic, 36.4 % of the Respondents
agreed that the Quality of Groceries was Good during Covid-19 Pandemic, 13.6 % of the
Respondents agreed that the Quality of Groceries was Best during the Covid-19 Pandemic,
2.9 % of the Respondents agreed that the Quality of Groceries was Bad during Covid-19
Pandemic and 0.7 % of the Respondents agreed that the Quality of Groceries was Worst
during Covid-19 Pandemic.
Thus, the above table shows most of the respondents agreed that the Quality of
Groceries was Tolerable during the Covid-19 Pandemic.

48
4.23. BASIS OF BUYING GROCERIES BEFORE COVID-19
PANDEMIC:
The distribution of the responses in accordance with Basis of buying Groceries
before Covid-19 are in the following table. The responses are divided into four groups such
as Daily, Weekly, Monthly and 15 Days once.

TABLE 4.23 – BASIS OF BUYING GROCERIES BEFORE COVID-19

PANDEMIC
Option Frequency Percent
Daily 37 26.4
Weekly 60 42.9
Monthly 11 7.9
15 Days once 32 22.9
Total 140 100.0

INTERPRETATION
From the above Table 4.23, 42.9 % of the Respondents bought Groceries Weekly,
26.4 % of Respondents bought Groceries Daily, 22.9 % of the Respondents bought
Groceries 15 Days once and 7.9 % of the Respondents bought Groceries Monthly.
Thus, the above table shows most of the respondents bought Groceries on Weekly
Basis.

49
4.24. MODE OF PURCHASE OF GROCERIES BEFORE COVID-19
PANDEMIC BY THE RESPONDENT
The distribution of the responses in accordance with the Mode of purchase of
Groceries by the respondents are in the following table. The respondents are divided into
four groups such as Department Stores, Markets/Bazaars, Nearby Small Shops and Online
Shopping.

TABLE 4.24 – MODE OF PURCHASE OF GROCERIES BEFORE COVID-19

PANDEMIC BY THE RESPONDENT
Mode of Purchase of Groceries Frequency Percent
Department Stores 43 30.7
Markets/Bazaars 27 19.3
Nearby Small Shops 65 46.4
Online Shopping 5 3.6
Total 140 100.0

INTERPRETATION
From the above Table 4.24, 46.4 % of the Respondents bought Groceries from
Nearby Small Shops, 30.7 % of Respondents bought Groceries from Department Stores,
19.3 % of the Respondents bought Groceries from Markets/Bazaars, and 3.6 % of the
Respondents bought Groceries from Online Shopping.
Thus, the above table shows most of the respondents bought Groceries from Nearby
Small Shops.

50
CHART 4.5 – MODE OF PURCHASE OF GROCERIES BEFORE COVID-19
PANDEMIC BY THE RESPONDENTS

MODE OF PURCHASE OF GROCERIES

BEFORE COVID-19 PANDEMIC
Online Shopping
4%

Department Stores
31%

Nearby Small Shops

46%

Markets/Bazaars
19%

51
4.25. PLACE OF PURCHASE OF GROCERIES DURING COVID-19
PANDEMIC:
The distribution of the responses in accordance with the Mode of purchase of
Groceries by the respondents are in the following table. The respondents are divided into
four groups such as Department Stores, Markets/Bazaars, Nearby Small Shops and Online
Shopping.

TABLE 4.25 – PLACE OF PURCHASE OF GROCERIES DURING

COVID-19 PANDEMIC
Mode of Purchase of Groceries Frequency Percent
Department Stores 37 26.4
Markets/Bazaars 17 12.1
Nearby Small Shops 82 58.6
Online Shopping 4 2.9
Total 140 100.0

INTERPRETATION
From the above Table 4.25, 58.6 % of the Respondents bought Groceries from
Nearby Small Shops, 26.4 % of Respondents bought Groceries from Department Stores,
12.1 % of the Respondents bought Groceries from Markets/Bazaars, and 2.9 % of the
Respondents bought Groceries from Online Shopping.
Thus, the above table shows majority of the respondents bought Groceries from
Nearby Small Shops.

52
4.26. AVAILABLIITY OF HOME DELIVERY SERVICES FOR
GROCERIES DURING COVID-19 PANDEMIC:
The distribution of the responses in accordance with the Availability of Home
Delivery Services for Groceries during Covid-19 Pandemic are in the following table. The
responses are divided into three groups such as Always available, Available Sometimes
and Always not Available.

TABLE 4.26 – AVAILABILITY OF HOME DELIVERY SERVICES

FOR GROCERIES DURING COVID-19 PANDEMIC
Option Frequency Percent
Always Available 32 22.9
Available Sometimes 102 72.9
Always not Available 6 4.3
Total 140 100.0

INTERPRETATION
From the above Table 4.26, 72.9 % of the Respondents said that the Home Delivery
of Groceries are Available Sometimes to the Consumers, 22.9 % of the Respondents said
that the Home Delivery of Groceries are Always available to the Consumers and 4.3 % of
the Respondents said that the Home Delivery of Groceries are Always not Available to the
Consumers.
Thus, the above table shows majority of the Respondents said that the Home
Delivery of Groceries were Available Sometimes.

53
4.27. CONSUMER SATISFACTION TOWARDS HOME DELIVERY OF
GROCERIES:
The distribution of the responses in accordance with the Quality of Groceries during
the Covid-19 Pandemic are in the following table. The responses are divided into four
groups such as Very Helpful, Helpful, Neutral and Not Helpful.

TABLE 4.27 – CONSUMER SATISFACTION TOWARDS HOME

DELIVERY OF GROCERIES
Option Frequency Percent
Very Helpful 36 25.7
Helpful 51 36.4
Neutral 52 37.1
Not Helpful 1 7
Total 140 100.0

INTERPRETATION
From the above Table 4.27, 37.1 % of the Respondents were Neutral towards the
satisfaction level of home delivery of Groceries, 36.4 % of the Respondents found the home
delivery of groceries to be Helpful, 25.7 % of the Respondents found the Home delivery
of groceries to be very helpful and 7 % of the Respondents found the Home Delivery of
groceries to be Not Helpful.
Thus, the above table shows that most of the respondents found the home delivery
of Groceries to be helpful.

54
4.28. FAMILY INCOME OF THE RESPONDENTS DURING COVID-19
PANDEMIC

The distribution of the responses in accordance with the Family Income of the
respondents during Covid-19 Pandemic are in the following table. The respondents are
divided into four groups such as Below 15,000, 15,000 to 30,000, 31,000 to 45,000 and
Above 45,000.

TABLE 4.28 – FAMILY INCOME OF THE RESPONDENTS

DURING COVID-19 PANDEMIC
Family Income Frequency Percent
Below 15,000 31 22.1
15,000 to 30,000 51 36.4
30,000 to 45,000 42 30
Above 45,000 16 11.4
Total 140 100.0

INTERPRETATION
From the above Table 4.28, 36.4 % of the Respondents earn between 15,000 to
30,000, 30 % of the Respondents earn between 30,000 to 45,000, 22.1 % of Respondents
earn below 15,000, and 11.4 % of the Respondents earn above 45,000.
Thus, the above table shows most of the respondents earn between 15,000 to
30,000.

55
4.29. INCOME SPENT ON GROCERIES BY THE RESPONDENTS
DURING COVID-19 PANDEMIC
The distribution of the responses in accordance with the Income spent on Groceries
during Covid-19 Pandemic by the Respondents are in the following table. The responses
are divided into four groups such as Below 2000, 2001 to 4000, 4001 to 6000 and Above
6000.

TABLE 4.29 – INCOME SPENT ON GROCEREIS BY THE

RESPONDENTS DURING COVID-19 PANDEMIC
Amount Spent Frequency Percent
Below 2000 95 67.9
2001 to 4000 23 16.4
4001 to 6000 20 14.3
Above 6000 2 1.4
Total 140 100.0

INTERPRETATION
From the above Table 4.29, 67.9 % of the Respondents spent Below Rs. 2000 on
buying Groceries, 16.4 % of the Respondents spent between Rs. 2001 to 4000 on buying
Groceries, 14.3 % of the Respondents spent between Rs. 4001 to 6000 on buying Groceries
and 1.4 % of the Respondents spent between Above Rs. 6000 on buying Groceries.
Thus, the above table shows majority of the respondents spent Below Rs. 2000 on
buying Groceries.

56
4.30. INCOME SPENT ON GROCERIES BY THE RESPONDENTS
BEFORE COVID-19 PANDEMIC
The distribution of the responses in accordance with the Income spent on Groceries
during Covid-19 Pandemic by the Respondents are in the following table. The responses
are divided into four groups such as Below 2000, 2001 to 4000, 4001 to 6000 and Above
6000.

TABLE 4.30 – INCOME SPENT ON GROCEREIS BY THE

RESPONDENTS BEFORE COVID-19 PANDEMIC
Amount Spent Frequency Percent
Below 2000 51 36.4
2001 to 4000 47 33.6
4001 to 6000 31 22.1
Above 6000 11 7.9
Total 140 100.0

INTERPRETATION
From the above Table 4.30, 36.4 % of the Respondents spent Rs. 2000 on buying
Groceries, 33.6 % of the Respondents spent between Rs. 2001 to 4000 on buying Groceries,
22.1 % of the Respondents spent between Rs. 4001 to 6000 on buying Groceries and 7.9
% of the Respondents spent between Above Rs. 6000 on buying Groceries.
Thus, the above table shows most of the respondents spent Below Rs. 2000 on
buying Groceries.

57
4.31. MANAGEMENT OF GROCERY EXPENSES DURING COVID-19
PANDEMIC:
The distribution of the responses in accordance with the Management of Grocery
Expenses during Covid-19 Pandemic are in the following table. The responses are divided
into five groups such as Very Easy, Easy, Neutral, Difficult and Very Difficult.

TABLE 4.31 – MANAGEMENT OF GROCERY EXPENSES DURING

COVID-19 PANDEMIC
Option Frequency Percent
Very Easy 20 14.3
Easy 29 20.7
Neutral 71 50.7
Difficult 19 13.6
Very Difficult 1 0.7
Total 140 100.0

INTERPRETATION
From the above Table 4.31, 50.7 % of the Respondents found it Neutral i.e., neither
easy nor difficult to manage grocery expenses during Covid-19 Pandemic, 20.7 % of
Respondents found it Easy to manage grocery expenses during Covid-19 Pandemic, 14.3
% of Respondents found it Very Easy to manage grocery expenses during Covid-19
Pandemic, 13.6 % of the Respondents found it difficult to manage grocery expenses during
Covid-19 Pandemic and 0.7 % of the Respondents found it Very Difficult to manage
grocery expenses during Covid-19 Pandemic .
Thus, the above table shows majority of the respondents found it Neutral i.e., neither
Easy nor Difficult to manage the grocery expenses.

58
4.32. CONVINIENT METHOD OF SHOPPING GROCEREIS BY THE
CONSUMERS:
The distribution of the responses in accordance with the Easy and Convenient
method of Shopping of Groceries by the Respondents are in the following table. The
responses are divided into three groups such as Physical Shopping, Online Shopping and
Pandemic Shopping i.e., Shopping with Government’s Restrictions.

TABLE 4.32 – CONVINIENT METHOD OF SHOPPING GROCEREIS

BY THE RESPONDENTS
Shopping Method Frequency Percent
Physical Shopping 97 69.3
Online Shopping 20 14.3
Pandemic Shopping i.e., Shopping 23 16.4
with the Government’s Restrictions
Total 140 100.0

INTERPRETATION
From the above Table 4.32, 69.3 % of the Respondents felt that the Physical
Shopping Method is the Convenient Method of Shopping Groceries, 16.4 % of the
Respondents felt that the Pandemic Shopping i.e., Shopping with the Government’s
Restrictions Method is the Convenient Method of Shopping Groceries and 14.3 % of the
Respondents felt that the Online Shopping Method is the Convenient Method of Shopping
Groceries.
Thus, the majority of the Respondents felt that Physical Mode of Shopping of
Groceries is convenient.

59
CHART 4.7 – CONVINIENT METHOD OF SHOPPING GROCEREIS
BY THE CONSUMERS

CONVINIENT METHOD OF SHOPPING

80

70

60

50

40
69.3
30

20

10
14.3 16.4

0
Physical Shopping Online Shopping Pandemic Shopping i.e., Shopping
with the Government’s Restrictions

60
CHI SQUARE ANALYSIS:
A Chi-Square Test is a test conducted to analyse the significant change between two
categorial variables in a study. A Chi-Square Analysis is the test that is performed to
analyse how one variable has a significant influence on the other variable. Personal Factor
is compared with the Study related factors and Chi-square is evaluated.

CHI SQUARE ANALYSIS OF INCOME OF RESPONDENTS AND THE

PERSONAL FACTORS OF THE RESPONDENTS
Hypothesis: To analyse the cause of change in purchase behaviour or the purchase pattern
of the Consumers.

TABLE 4.33: CHI SQUARE ANALYSIS

PERSONAL CHI-SQUARE p SIGNIFICANT /
FACTORS VALUES VALUES NON-SIGNIFICANT
Age 38.822 0.000 Significant
Gender 3.755 0.927 Non-Significant
Occupation 26.243 0.036 Significant
Education 24.055 0.004 Significant
Number of members in 42.647 0.000 Significant
the family
Note: (p value ≤ 0.05) is considered as Significant; (p value > 0.05) is considered as non-
Significant

INTERPRETATION:
From the above calculated value of Chi-Square, it is clear that 4 Cases are
Significant and 1 Case is non-Significant in the above hypothesis.
It is concluded that the Age, Occupation, Education and Number of Members in the
Family of the Respondents have Significant influence on the Family Income of the
Respondents during the Covid-19 Pandemic.

61
CHI SQUARE ANALYSIS OF AMOUNT SPENT ON GROCERIES BY
THE RESPONDENTS AND THE PERSONAL FACTORS OF THE
RESPONDENTS

Hypothesis: To analyse Customer’s allocation & spend their money towards groceries
during Covid-19 Pandemic

TABLE 4.34: CHI SQUARE ANALYSIS

PERSONAL CHI-SQUARE p VALUES SIGNIFICANT /
FACTORS VALUES NON-SIGNIFICANT
Buying Behaviour of 37.427 0.000 Significant
the Consumers
Basis of Buying 56.678 0.000 Significant
Grocery Goods
Quantity of Purchase 23.668 0.023 Significant
Difficulty in Buying 10.002 0.019 Significant
Quality of Goods 36.335 0.000 Significant
Note: (p value ≤ 0.05) is considered as Significant; (p value > 0.05) is considered as non-
Significant

INTERPRETATION:
From the above calculated value of Chi-Square, it is clear that all 5 Cases are
Significant in the above hypothesis.
It is concluded that the Buying Behaviour of the Consumers, Basis of Buying
Grocery Goods, Quantity of Purchase, Difficulty in Buying Grocery and Quality of
Grocery Goods have Significant influence on the Amount spent by the Respondents on
Groceries during the Covid-19 Pandemic.

62
 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS:

1. Majority (55.7 %) of the respondents are between the age of 21 Years to 30 Years.

2. Majority (57.1 %) of the respondents are Females.

3. Most (25.7 %) of the respondent's occupation was Business

4. Majority (50.7 %) of the respondents have completed their Undergraduate Degree.

5. Majority (57.9 %) of the respondents have 3 to 4 Members in their families.

6. Most (27.9 %) of the respondent’s earned between Rs.30,000 to Rs.45,000 before

Covid-19 Pandemic.

7. Majority (52.1 %) of the respondent’s found it Neutral i.e., neither Easy nor
Difficulty to buy the Groceries.

8. Most (41.4 %) of the Respondent’s buys Grocery Goods on Monthly basis during
Covid-19 Pandemic.

9. Most (42.1 %) of the Respondent’s found it useful by Stocking the Groceries during
Covid-19 Pandemic.

10. Majority (51.4 %) of the Respondent’s found it Useful on the Importance of

Stocking Groceries during the Covid-19 Pandemic.

11. Most (33.6 %) of the Respondent’s found it Neutral to have purchased the same
quantity of Groceries during Covid-19 Pandemic in comparison to pre-covid time.

12. Majority (52.9 %) of the Respondent’s found it Neutral to have reachability to

Stores for buying Groceries during Covid-19 Pandemic.

13. Most (34.3 %) of the Respondent’s considered Price Hike as a difficulty during the
Covid-19 Pandemic.

63
14. Majority (62.9 %) of the Respondent’s felt it Neutral to buy Grocery during Covid-
19 Pandemic
15. Most (39.3 %) of the Respondent’s considered the time to be Neutral for buying
Groceries during the Covid-19 Lockdown.
16. Majority (59.3 %) of the Respondent’s strongly Followed the Covid Prevention
Protocols.
17. Most (36.4 %) of the Respondent’s felt that they will follow the same shopping
method which they followed during Covid-19 Pandemic because the Grocery
Shopping Timing is very Useful.
18. Most (35.7 %) of the Respondent’s bought Groceries from Nearby Small Shops.
19. Most (39.3 %) of the Respondents agreed that the Price Hike in Groceries made
them to make changes in their buying behaviour of Groceries during Covid-19
Pandemic.
20. Most (29.3 %) of the Respondent’s feels that the Cooking Oil experienced a Price
Hike.
21. Majority (79.3 %) of the Respondent’s said that the Stocks are Available
Sometimes.
22. Most (47.1 %) of the Respondent’s agreed that the Quality of Groceries was
Tolerable during the Covid-19 Pandemic.
23. Most (42.9 %) of the Respondent’s bought Groceries on Weekly Basis before
Covid-19 Pandemic.
24. Most (46.4 %) of the Respondent’s bought Groceries from Nearby Small Shops
before Covid-19 Pandemic.
25. Majority (58.6 %) of the Respondent’s bought Groceries from Nearby Small Shops
during Covid-19 Pandemic.
26. Majority (72.9 %) of the Respondent’s said that the Home Delivery of Groceries
were Available Sometimes.
27. Most (37.1 %) of the Respondent’s found the Home Delivery of Groceries to be
helpful.

64
28. Most (36.4 %) of the Respondent’s earned between 15,000 to 30,000 during Covid-
19 Pandemic.
29. Majority (67.9 %) of the Respondent’s spent Below 2000 on Groceries during the
Covid-19 Pandemic.
30. Most (36.4 %) of the Respondent’s spent Below 2000 on Groceries before the
Covid-19 Pandemic.
31. Majority (50.7 %) of the Respondent’s found it Neutral i.e., neither easy nor
difficult to manage Grocery Expenses during Covid-19 Pandemic.
32. Majority (69.3 %) of the Respondent’s felt that Physical Mode of Shopping of
Groceries is Convenient.
33. It is concluded that the Age, Occupation, Education and Number of Members in the
Family of the respondents have significant influence on the family income of the
respondents during the covid-19 pandemic.
34. It is concluded that the Buying behaviour of the consumers, Basis of buying grocery
goods, Quantity of purchase, difficulty in buying grocery and quality of grocery
goods have significant influence on the amount spent by the respondents on
groceries during the covid-19 Pandemic.

65
SUGGESTIONS:
This Study brings out the customers suggestions such as:
❖ Grocery purchase timing should be increased so that the last-minute rush can be
avoided and customer can be safe.

❖ Shop owner should follow the COVID 19 rules for better shopping experience in
COVID 19 pandemic.

❖ The market price of the grocery goods should be similar in all places during
COVID-19 Pandemic.

❖ Vehicle grocery shops should be increased to make satisfy all consumers.

❖ Shop timing should be flexible for all the type of consumers in the market so that
everyone can buy groceries.

❖ The rules implemented by the government in COVID 19 Pandemic should be

strictly
followed both consumers and the sellers.

❖ All shops should enable online shopping. So that the work load of both consumers
and
sellers is being reduced.

❖ Availability of various products in the market should be ensured during COVID 19

Pandemic.

66
 CONCLUSION
This study identified that there are many changes in Consumer buying behaviour
due to COVID 19 Pandemic and it ensures that Pandemic upended life for many individuals
in Coimbatore. Consumers experienced a transformation in Pandemic but anyhow many of
the consumers are preferring the shopping method they used before Pandemic and some of
the Consumers love the shopping method they used in Pandemic.
This Study brings out the customers suggestions such as grocery purchase timing
should be increased, Shop owner should follow the rules for better shopping experience in
pandemic, the market price of the goods should be similar in all places during pandemic,
vehicle grocery shops should be increased, etc.

SCOPE OF THE STUDY

1. The Study of consumer buying behaviour is most important for marketers as
they can understand the expectation of the consumers. This is important scope
of the study.

2. The COVID-19 pandemic has upended life for individuals across the globe,
from how we work to how we socialize and even how we shop. How has
consumer behaviour changed in light of COVID-19. It is identified through
this study.

3. Consumers are also experiencing a transformation in behaviour, though how

much of transformation experienced during the crisis will sustain is a question.
This looks at the consumer behaviour during COVID-19 crisis and in the
subsequent lockdown period.

67