CHAPTER-3 RESEARCH METHODOLOGY AND QUESTIONNAIRE LINK ON 

IMPACT OF DIGITAL TECHNOLOGY ON CONSUMER BEHAVIOUR

POST PANDEMIC

SUBMITTED TO 

SCHOOL OF BUSINESS STUDIES, CHRIST (DEEMED TO BE UNIVERSITY) 

In partial fulfilments of the requirements of the award of degree of

Bachelor of Business Administration (BBA) Honors

School of Business Studies and Social Sciences 

CHRIST (DEEMED TO BE UNIVERSITY) 
BENGALURU 
2020-21 

SUBMITTED BY 

DEBANJOY BASAK

1823136 

UNDER THE GUIDANCE OF: 

Prof Fezeena Khadir 

School of Business Studies 

CHRIST (DEEMED TO BE UNIVERSITY) 

BENGALURU 
2020-21

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Introduction
Coronavirus has influenced everybody day by day lives. At any rate 316 million individuals
in 42 states have been approached to remain at home to hinder the pandemic. In this
perspective, organizations have been powerless to make significant changes. As the retail
shops were closed during the pandemic, consumers mostly bought and sold products and
services online by using the current digital mechanisms. The impact of the advanced change
on profitability and corporate culture has been concentrated widely. Then, how COVID-19
has affected buyers, and the utilization culture has gotten moderately restricted consideration.
As more individuals began telecommuting, they adhered to nuts and bolts, venturing outside
just to purchase basics, and are continually stressed over the dangers of getting tainted in
packed spots like shopping centres and markets. We will look at the pandemic as a
quickening agent of the auxiliary change in utilization and the computerized change in the
commercial centre. This paper relates to the role of digital technology during and post
pandemic and how it impacted the consumer behaviour.
Operational Definitions
1.Digital life - Digital Life is a research and educational program about radically rethinking
of the human-computer interactive experience. It integrates digital world (information &
services) and physical world (physical objects/environment). It makes interfaces more
responsive and proactive (objects & environments monitor user and (proactively) present
information & services relevant to user’s current needs/interests)
2. Digital transformation- Digital transformation is the integration of digital technology into
all areas of a business, fundamentally changing how you operate and deliver value to
customers. It's also a cultural change that requires organizations to continually challenge the
status quo, experiment, and get comfortable with failure. 
3.Information Management-Information management (IM) is the collection and management
of information from one or more sources and the distribution of that information to one or
more audiences. This sometimes involves those who have a stake in or a right to that
information. Management means the organization of and control over the structure,
processing, and delivery of information.
4. Information technology-Information technology (IT) is the use of computers to store,
retrieve, transmit, and manipulate data or information. IT is typically used within the context
of business operations as opposed to personal or entertainment technologies.

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Hypothesis
The basic hypothesis of this paper relies on the assumption that the state of exception that
arose from the total quarantine produced significant changes in the consumer buying
behaviour during pandemic.
Theoretical Framework

Sampling Size and Sampling Technique

Sample Size is 200-250.
Sampling technique is Convenience sampling. A convenience sample simply includes the
individuals who happen to be most accessible to the researcher.
Sources and Methods of Data Collection
1. This research will use primary data.
2. The data from the samples will be completely unbiased based on the Likert scale from
cities in India like Dhanbad and Kolkata.
Various techniques used in the analysis
1.Descriptive statistics- Descriptive statistics are utilized to depict the essential highlights of
the information in an examination. They give basic synopses about the example and the
measures. Along with straightforward illustrations examination, they structure the premise of
practically every quantitative investigation of information. Descriptive statistics are normally
recognized from inferential insights. With engaging insights you are basically depicting what
is or what the information shows. With inferential insights, you are attempting to arrive at
resolutions that stretch out past the quick information alone. For example, we utilize
inferential insights to attempt to gather from the example information what the populace may

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think. Or on the other hand, we utilize inferential insights to make decisions of the likelihood
that a noticed distinction between bunches is a trustworthy one or one that may have occurred
by chance in this investigation. Subsequently, we utilize inferential insights to make
surmising’s from our information to more broad conditions; we utilize engaging
measurements just to portray what's happening in our information.
2.Regression analysis-Regression analysisis an approach to discover patterns in information.
For instance, we may figure that there's an association between the amount we eat and the
amount we gauge; Regression analysis can assist us with measuring that. It will give us a
condition for a chart with the goal that we can make forecasts about our information.
3.Demographic Analysis ( On the basis of no.of males and females , age groups, income etc)-
Demographic analysis is a method used to build up a comprehension of the age, sex, and
racial organization of a populace and how it has changed over the long haul through the
fundamental segment cycles of birth, passing, and relocation. Demographic analysis
(generally truncated as DA) likewise alludes to a particular arrangement of methods for
creating public populace gauges by age, sex, and race from regulatory records to be utilized
to evaluate inclusion in the decennial enumeration. The DA gauges are utilized to create
evaluations of net inclusion blunder, which are determined as the percent contrast between
the DA gauges and the registration checks.
4.Pearson Correlation - Pearson Correlation is a strategy for exploring the connection
between two quantitative, persistent factors, for instance, age and pulse. Pearson's connection
coefficient (r) is a proportion of the strength of the relationship between the two factors. The
initial phase in considering the connection between two ceaseless factors is to draw a
dissipate plot of the factors to check for linearity. The connection coefficient ought not be
determined if the relationship isn't straight. For relationship just purposes, it doesn't actually
make a difference on which pivot the factors are plotted. Notwithstanding, routinely, the free
(or logical) variable is plotted on the x-hub (on a level plane) and the ward (or reaction)
variable is plotted on the y-pivot (vertically). The closer the dissipate of focuses is to a
straight line, the higher the strength of relationship between the factors. Likewise, it doesn't
make a difference what estimation units are utilized.

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