Volume 6, Issue 2, February – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
A Study on Impact of Covid -19 on Retail Shopping
Behavior of Groceries in Bangalore City
1
TANIA THOMAS
1
Assistant Professor
1
Department Of MBA,
1
SIR MVIT COLLGE, BANGALORE, INDIA
Abstract:- The COVID-19 pandemic in India is part of
the worldwide pandemic of coronavirus disease
2019 (COVID-19) caused by severe acute respiratory
syndrome coronavirus 2 (SARS-CoV-2). The first case of
COVID-19 in India, which originated from Wuhan in
China, was reported on 30 January 2020. India currently
has the largest number of confirmed cases in Asia, and
has the third highest number of confirmed cases in the
world after the United States and Brazil.
On 24 March, India was locked. The initial
lockdown was followed by extended Lockdown and
thereafter based on cases the State governments took
further decision. to continue the lockdown. Overall this
led to severe disruptions and widespread confusion
among people. People panicked and it saw grocery
shopping behavior change seemingly overnight. Covid-19
has changed the way consumers shop as availability of
product and convenience of getting the product became
priority. Hence to buy a grocery product the choice of a
retail store was made on different variables unlike before
the pandemic. With social distancing and safety in mind,
many have turned to online grocery and click-and-collect
to fulfill their shopping needs. Others have continued to
rely on trips to physical grocery stores, often struggling
to navigate the disruption in that experience brought on
by the crisis. With these shifting dynamics in mind, the
question for many retailers and manufacturers is how to
handle the current crisis, and the changes it has brought,
and to analyze if this will impact future shopping
behavior once the country returns to a new.
This study is done to investigate and identify
factors affecting retail shopping behavior of grocery
purchase with special reference to the choice of retail
store format chosen during this pandemic.It also helps
to so as to suggest strategies for Retailers to manage this
crisis. The study has been conducted on 59 respondents
from the different areas of Bangalore city through online
mode by using an online questionnaire using convenience
sampling technique. After data collection through online
survey, it is analyzed using factor analysis,cluster
analysis,chi-square and paired T-test. The overall
findings provide implications to marketers, retailers and
advertisers to implement future strategies according to
the current pandemic situation towards consumer
purchase behavior in retail sector.
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Keywords:- Lockdown ,COVID 19, Pandemic Retail Store
Choice and Consumer Behaviour,
I. INTRODUCTION
Retail Grocery shopping behavior is changing at
unprecedented speed. With already existing challenges,the
coronavirus pandemic has created a new challenge. The fear
of contracting the virus and the nationwide lockdown led to
panic buying and people started hoarding essentials. There
was a widespread confusion among people as to where to
buy. The pandemic had a significant impact on how people
shop and this has posed a new challenge for Retailers. In
Bangalore city itself it was observed that many consumers
rushed to their nearby stores and some purchased online
depending on the situation. Even many brick and mortar
retailers like Big Bazaar have announced that they would
provide home delivery as consumers couldn’t come to the
store.
Therefore this study was conducted to understand
Retail grocery shopping behaviour in these pandemic times
and to identify if consumer priorities have changed with
specific reference to choice of retail store.As factors
influencing the choice of retail store during these pandemic
times are very different than before pandemic. The
lockdown to combat Covid-19 has altered consumers’
purchase decisions in terms of higher spends on health and
hygiene products, adapting to limited product availability,
and preferring home deliveries over store visits leading to a
decisive shift in consumer behaviour post lockdown.
Significance of Study: Prior to the Covid-19 pandemic,
traditional enterprise retailers were focused on driving
growth and acquiring market share with physical stores as
their epicentre. According to Market research, the COVID-
19 recovery is likely to result in a more permanent shift in
consumers’ attitudes and shopping behaviour, especially in
urban areas, with increased usage of home and personal
hygiene products and an accelerated shift to digital
purchases.
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II. LITERATURE REVIEW
Customer behaviourr refers to the actions and the
decision processes of people who purchase goods and
services for personal consumption or to meet the collective
needs of their family and household needs. It includes both
mental and physical actions. Belch and Belch (2007) defines
consumer behaviourr as 'the process and activities people
engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to
satisfy their needs and desires. In other words, it reflects the
totality of consumer decisions with respect to acquisition,
consumption and disposition of goods, services, time and
idea by (human) decision making units.
The decision making process of the customer is
influenced by both internal / individual and external /
environmental variables. An analysis of the basic variables
influencing the customer behavior will be much useful to the
marketers to frame suitable marketing strategies.
The determinants of consumer behavior could be
classified into economic factors, sociological factors and
behavioural factors.One of the major external factor that has
both direct and indirect impacting the world is the pandemic
caused due to Covid-19.As the pandemic caused an impact
on external factors like the economy, legal environment,
social environment etc it also impacted internal factors like
social and psychological factors.
Gangal& Kumar (2013) signifiedthat the shopping
habits and the purchase patterns of the Indian consumers
have seen a drastic change in the past decade.Customer
buying habits or behavior patterns are not permanently
fixed. Many factors areoperating in combination to change
customer purchase behavior patterns.
According to Market research firm Euro monitor
International report titled,’Coronavirus Effecton Indian
FMCG Industries and Services’ report dated 20 th April
2020this pandemic is likely to result in a more permanent
shift in consumers’ attitudes and shopping behaviour,
especially inurban areas, with increased usage of home and
personal hygiene products and an accelerated shift to digital
purchases.
According to a survey conducted by National Retail
Federation datedMarch 31, 2020 the findings show
consumer behaviour changes during Covid-19 that is 9 in
10 consumers have changed their traditional shopping
habits. Also as per the survey more than 50% of consumers
have ordered products online that they would normally
purchase at the store and 6 in 10 consumers say they are
worried about going to the store due to fear of being infected
According to RajatWahi, partner, Deloitte India
articletitled ‘Coronavirus Impact: How consumer behaviour
will change post lockdown‘published in Financial Express
dated 11th May 2020 the author mentioned that ‘Out-of-
home consumption will be slow’,and as restrictions will be
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International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
eased on both offline and online retail, focus will be more on
health and hygiene products. In order to sustain retail stores
should focus on contactless deliveries and in-store pick-up;
and social distancing in stores with fewer customers and
footfall per store in the short term. This will likely put more
pressure on retailers’ productivity and margins. The role of
offline stores may change to focus on experience and
collection, as people choose to ‘buy online, pick up in store’.
There could be an increase of online purchases across
categories, including essentials and food products.
According to SaurabhUboweja, founder, BOD
Consulting in article published in financial express May 11
2020 ‘New consumer will be frugal, more conscious’ has
mentioned that Consumers have shifted from splurging on
non-essential goods and services to preserving essentials and
making them last longer. They are also reflecting on their
consumption a lot more than earlier. The survivalist
mentality will give way to the growth mind-set in a few
months.
https://www.financialexpress.com/brandwagon/coronavirus-
impact-how-consumer-behaviour-will-change-post-
lockdown/1954443/
Objectives:
1. To study the factors affecting grocery shopping through
retail stores(Both physical and online) in pre lockdown
and post lockdown in Bangalore city.
2. To compare and analyse the variables affecting grocery
shopping before and after COVID 19 lockdown both in
physical store and online.
3. To study the factors affecting the change in shift from
physical store to online
4. To suggest possible measures to marketers to reach
consumers after COVID 19 lockdown
A Descriptive Research was done with sample of 60
consumers from Bangalore city and the Sampling Design
used is Convenient Sample .Primary data was collected by
Survey method that is through google forms and secondary
Data was collected through websites.
Data Analysis is done by using SPSS using statistical
tools like Frequency, Percentages, Factor analysis,Paired T-
test,Chisquare are used to analyze the data.
FORMULATION OF HYPOTHESIS:
H0-1: There is a significant difference for choice of factors
before and after COVID-19 in a physical store.
H0-2 There is a significant difference for choice of factors
before and after COVID-19 in a online store.
H0-3: There is no significant relationship between impact of
COVID-19 and change in grocery purchase pattern due to
this Pandemic
H0-4There is no significant relationship between age and
change in grocery purchase pattern changed due to this
Pandemic
H0-5There is no significant relationship between annual
income and change in grocery purchase pattern changed due
to this Pandemic
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H0-6There is no significant relationship between education
and change in grocery purchase pattern changed due to this
Pandemic
H0-7 There is no significant relationship between
occupation and change in grocery purchase pattern changed
due to this Pandemic.
III. ANALYSIS AND INTERPRETATION
This study was analyzed and examined with the help
of the questionnaire. The major findings of the research are
explained below: This study has design to study change in
purchase pattern pre COVID-19 and post COVID-19 the
dependent variable was analysis of consumer purchase
behaviourr in retail sector in Bangalore. Primary data
collection process was conducted through online structured
questionnaire inclusion of close-ended questions The data
generated with the help of the questionnaire were analyzed
through SPSS software to test the hypotheses.
International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Secondary data were collected from various published
journals, reports, internet, magazines, news articles and
newspapers and helped a lot to frame the above mentioned
literature reviews. Convenience sampling method of
collecting data was adopted and used for survey process. An
online structured questionnaire was designed by using
Google forms and it was sent through e-mails to friends,
colleagues, students, professors, homemakers and other
known people also and they were invited along with the
form to share the survey link to as many people as possible
according to their convenience and comfort. Finally, 59
responses were recorded from Bangalore area for this study.
Validity and Reliability of Data: To assure the validity
of the collected data, factor analysis was attempted for this
study as shown below:

Table 1: KMO and Bartlett's Test

Kaiser-Meyer-Olkin and Bartlett’s Test to measure suitability of data for processing the factor analysis. Therefore, KMO
value greater than 0.6 reflects positive data representation process. Then the Bartlett’s test of sphericity with an associated p value
is less than 0.05 which indicates strong evidence of validity of the measures. To analyze reliability of questionnaire, Cronbach’s
alpha was used as depicted in below;

Table 2:Descriptive Statistics: Gender, Age, Education, Occupation and Income (N = 59

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Table-3:Ranking of means of factors affecting grocery purchase in physical store Pre-Covid
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Convenient(Nearby/Free home
59 1.00 5.00 4.0847 .83642
delivery)
Broad variety of products-
59 2 5 4.02 .777
Prelockdown
Stock availability 59 1 5 3.92 .952
Prices 59 1 5 3.88 .853
Hygiene 59 2.00 5.00 3.8136 .70649
Valid N (listwise) 59

From this table we can interpret that Convenience is the most important factor for purchase in physical store,followed by
variety of products ,stock availability, price and hygiene.This analysis clearly indicated that hygiene was least important factor
precovid.

Table-4:Ranking of means of factors affecting grocery purchase in physical store Post-Covid-19

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Convenient(Nearby/Free home
59 1 5 3.83 .913
delivery)
Hygiene 59 1 5 3.76 .953
Prices 59 1 5 3.61 .891
Postlockdown Broad Variety 59 1 5 3.53 1.040
Stock availability 59 1 5 3.27 1.157
Valid N (listwise) 59

From this table we can interpret that Convenience is the most important factor for purchase in physical store post
Covid,followed by Hygiene then price variety of products ,and then stock availability, and hygiene.This analysis clearly indicated
that hygiene became second most important factor postcovid.

Table-5Ranking of means of factors affecting grocery purchase in online store Pre-Covid-19

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

Convenient 59 2 5 3.98 .777

Payment options 59 2 5 3.95 .705
Availibity of products/brands 59 2 5 3.88 .721
Quality of product 59 3 5 3.85 .611
Store name 59 2 5 3.82 .789
Easy Return/ Exchange process 59 1 5 3.77 .934
Contactless shopping 59 2 5 3.69 .853
Valid N (listwise) 56

From this table we can interpret that Convenience is the most important factor for purchase in online store Pre Covid,
followed by payment options, availability of products ,quality of product, store name, easy return and contactless shopping This
analysis clearly indicated that hygiene in least important factor pre covid

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Table-7Paired T-Test
H0-1: There is no significant difference for choice of factors before and after COVID-19 in a physical store.
Ha-1 There is a significant difference for choice of factors before and after COVID-19 in a physical store.

Paired Samples Correlations

N Correlation Sig.
Broad variety of products-Prelockdown Postlockdown
59 .187 .157
Broad Variety
Pair 1
Pair 2 Prices & Prices 59 .198 .132
Pair 3 Stock availability & Stock availability 59 -.017 .899
Pair 4 Hygiene & Hygiene 59 .016 .907
Convenient(Nearby/Free home delivery) &
Pair 5 59 .079 .552
Convenient(Nearby/Free home delivery)

Paired Samples Test

Paired Differences t df Sig. (2-
Mean Std. Std. Error 95% Confidence Interval tailed)
Deviation Mean of the Difference
Lower Upper
Pair Broad variety of products-Prelockdown -
.746 1.268 .165 .415 1.076 4.519 58 .000
1 Postlockdown Broad Variety
Pair
Prices - Prices .119 1.146 .149 -.180 .417 .795 58 .430
2
Pair
Stock availability - Stock availability .085 1.330 .173 -.262 .431 .489 58 .626
3
Pair -
Hygiene - Hygiene -.356 1.256 .164 -.683 -.029 58 .034
4 2.176
Pair Convenient(Nearby/Free home delivery) - -
-.237 1.040 .135 -.508 .034 58 .085
5 Convenient(Nearby/Free home delivery) 1.753

Intrepretation: . A paired-samples t-test was conducted to compare preference of factors Pre- Covid and Post Covid in a physical
store . There was no significant difference in the scores for factors like prices and stock availability pre-Covid and post-Covid in a
physical store.But there was a significant difference in the scores for Broad variety,Hygiene and Convenience as the p-value is
less than 0.05. These results suggest that Broad variety,Hygiene and Convenience these factors varied post Covid in a physical
store.

Table-8Paired T-Test
H0-1: There is no significant difference for choice of factors before and after COVID-19 in a physical store.
Ha-1 There is a significant difference for choice of factors before and after COVID-19 in a physical store.

Paired Samples Correlations

N Correlation Sig.
Availibity of products/brands & Availibity of
Pair 1 59 .270 .039
products/brands
Pair 2 Quality of product & Quality of product 59 .363 .005
Pair 3 Promotional offers & Promotional offers 59 .179 .174
Pair 4 Payment options & Payment options 59 .378 .003
Pair 5 Convenient & Convenient 59 .306 .018
Pair 6 Contactless shopping & Contactless shopping 56 .280 .037
Easy Return/ Exchange proces & Easy Return/
Pair 7 56 .402 .002
Exchange proces
Pair 8 Store name & Store name 56 .626 .000

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Count
Paired Samples Test
Paired Differences t df Sig. (2-
Mean Std. Std. Error 95% Confidence Interval of tailed)
Deviation Mean the Difference
Lower Upper
Pair Availibity of products/brands - Availibity
.271 .997 .130 .011 .531 2.089 58 .041
1 of products/brands
Pair
Quality of product - Quality of product .102 .781 .102 -.102 .305 1.000 58 .321
2
Pair
Promotional offers - Promotional offers .068 .998 .130 -.192 .328 .522 58 .604
3
Pair
Payment options - Payment options .017 .820 .107 -.197 .231 .159 58 .874
4
Pair
Convenient - Convenient .119 .966 .126 -.133 .370 .943 58 .350
5
Pair Contactless shopping - Contactless
.089 1.014 .136 -.182 .361 .659 55 .513
6 shopping
Pair Easy Return/ Exchange proces - Easy
.107 1.003 .134 -.162 .376 .799 55 .428
7 Return/ Exchange proces
Pair
Store name - Store name .071 .684 .091 -.112 .255 .782 55 .438
8

Intrepretation: . A paired-samples t-test was conducted to compare preference of factors Pre- Covid and Post Covid in a online
store . There was no significant difference in the scores for all the factors except availability of products pre-Covid and post-Covid
in a online store.But there was a significant difference in the scores for Availability of products as the p-value is less than 0.05.
These results suggest that Availability of products is the most factor post Covid in a online store.

Table-9H0-3:There is no significant relationship between impact of Covid 19 and change in grocery purchase pattern changed
due to this Pandemic
Ha-3: There is a significant relationship between impact of Covid 19 and change in grocery purchase pattern changed due to this
Pandemic

Cross tabulation
Count
9. Has your grocery purchase pattern changed Total
due to this Pandemic
Yes No
Yes Significantly 19 4 23
7.Does Covid 19 Impact your life?
Yes partially 22 14 36
Total 41 18 59

Chi-Square Tests
Value df Asymp. Sig. (2- Exact Sig. (2-sided) Exact Sig. (1-sided)
sided)
Pearson Chi-Square 3.059a 1 .080
Continuity Correctionb 2.129 1 .145
Likelihood Ratio 3.216 1 .073
Fisher's Exact Test .003 .027
Linear-by-Linear Association 3.007 1 .083
N of Valid Cases 59
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 7.02.
b. Computed only for a 2x2 table

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Interpretation: As the p-value is less than 0.05 we reject the null hypothesis and conclude that there is a significant relationship
between impact of Covid 19 and change in grocery purchase pattern changed due to this Pandemic

Table-10H0-4There is no significant relationship between age and change in grocery purchase pattern changed due to this
Pandemic
Ha-4: There is a significant relationship between age and change in grocery purchase pattern changed due to this Pandemic

2. Age. * 9. Has your grocery purchase pattern changed due to this Pandemic Crosstabulation
Count
9. Has your grocery purchase pattern changed due to this Pandemic Total
Yes No
18-25 10 8 18
26-35 11 5 16
2. Age. 36-45 18 5 23
46-55 1 0 1
56-65 1 0 1
Total 41 18 59

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 3.365a 4 .499
Likelihood Ratio 3.893 4 .421
Linear-by-Linear Association 3.246 1 .072
N of Valid Cases 59
a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is .31.

Interpretation:As the p-value is greater than 0.05 we reject the null hypothesis and conclude that age has no significant impact
on change in purchase pattern.

Table-11
H0-5:There is no significant relationship between annual income and change in grocery purchase pattern changed due to this
Pandemic
Ha-5: There is a significant relationship between annual income and change in grocery purchase pattern changed due to this
Pandemic

4.Annual Income * 9. Has your grocery purchase pattern changed due to this Pandemic
Crosstabulation
Count
9. Has your grocery purchase pattern changed Total
due to this Pandemic
Yes No
1 21 12 33
2 12 3 15
4.Annual Income
3 5 1 6
4 3 2 5
Total 41 18 59

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 2.070a 3 .558
Likelihood Ratio 2.172 3 .537
Linear-by-Linear Association .282 1 .595
N of Valid Cases 59
a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.53.

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Interpretation:As the p-value is greater than 0.05 we reject the null hypothesis and conclude that annual income has no
significant impact on change in purchase pattern.

Table-12
H0-6:There is no significant relationship between education and change in grocery purchase pattern changed due to this Pandemic
Ha-6: There is a significant relationship between education and change in grocery purchase pattern changed due to this Pandemic

5.Education * 9. Has your grocery purchase pattern changed due to this Pandemic Crosstabulation
Count
9. Has your grocery purchase pattern changed due to this Total
Pandemic
Yes No
1 6 7 13
5.Education 2 31 10 41
4 4 1 5
Total 41 18 59

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 4.324 2 .115
Likelihood Ratio 4.080 2 .130
Linear-by-Linear Association 2.355 1 .125
N of Valid Cases 59
a. 3 cells (50.0%) have expected count less than 5. The minimum expected count is 1.53.

Interpretation: As the p-value is greater than 0.05 we reject the null hypothesis and conclude that education has no significant
impact on change in purchase pattern.

Table-13
H0-7:There is no significant relationship between education and change in grocery purchase pattern changed due to this
Pandemic
Ha-7: There is a significant relationship between education and change in grocery purchase pattern changed due to this
Pandemic

6.Occupation * 9. Has your grocery purchase pattern changed due to this Pandemic Crosstabulation

Count
9. Has your grocery purchase pattern changed Total
due to this Pandemic

Yes No
Business 1 2 3
Salaried/Professional 32 8 40
6.Occupation
Student 6 8 14
Others 2 0 2
Total 41 18 59

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 9.496a 3 .023

Likelihood Ratio 9.610 3 .022
Linear-by-Linear Association 1.576 1 .209
N of Valid Cases 59

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a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is .61.

Interpretation: As the p-value is less than 0.05 we accept the null hypothesis and conclude that occupation has significant
impact on change in purchase pattern.

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IV. CONCLUSION
This research investigates into the changes in purchase
pattern of consumers due to Pandemic.The pandemic
brought in a change especially in choosing a retail store
format and also the factor influencing the purchase has been
changed.It has been observed through empirical data that
Hygiene has become the most important factor post COVID
Mc.Kinsey report retrieved from
https://www.mckinsey.com/~/media/McKinsey/Business%2
0Functions/Marketing%20and%20Sales/Our%20Insights/A
%20global%20view%20of%20how%20consumer%20behav
ior%2
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