PROJECT REPORT

ON

PRE- AND POST- ANALYSIS OF CONSUMER BEHAVIOR

DURING COVID-19 LOCKDOWN FOR ONLINE SHOPPING

BY GROUP – 43 SAKSHI

VAIRAGADE PRN-

20200212060142

MOHIT GOYAL

PRN-20200212060081

SWAGAT KUMAR

PATRO PRN-

20200212060173

1|Page
Abstract
The outbreak of coronavirus (COVID19) is the world's first and largest human tragedy, with affecting the
lives of many people. It has had a major impact on the world economy. This document is intended to
provide business leaders with an overview of the development and impact of the on their customers. All
countries are affected by the pandemic. Before being jailed, telecommuting had revolutionized the
trend of online shopping. But it might not last long. The unexpected 20-day close of hit e-commerce and
marketing trends in India. Overall, little is known about the impact of Corona on the buying behavior of
businesses and consumers of online tools. This article aims to reflect the different issues and
perspectives of online marketing thanks to COVID19. There is still a lot of uncertainty in predicting how
the price drops in the coming months will affect communities around the world, both personally and
professionally. This study investigates the effects of epidemics, from napkins to baby clothes, from pet
food to a host of other daily necessities. Many of the companies have been successful through social
commerce, but are marketing using ecommerce and social media. Each action in e-commerce sector
ends in consumers and consumer satisfaction. The study of customer shopping behavior is based on
consumer shopping behavior, in which customers play three different roles: user, consumer and buyer.
Consumer buying behavior has become an important part of tactical market planning. Building
framework to study consumer behavior, factors affecting consumer buying behavior due to the
development of marketing research industry, and thus different thought models have been developed.
Influence discipline, making it possible to distinguish from different perspectives of marketing research.
This study is an applied study that online businesses can use to understand their customers' online
shopping behavior. This survey uses a descriptive survey design. Describes customer characteristics
when buying products online (before and after Covid19 containment). This survey is based on a
quantitative survey, in which primary data were collected through a survey of customers purchasing
online. The sampling method used is a non-probability method with appropriate sampling. Target
respondent is himself from the city of Mumbai. 6% of users agree that the social network is important
for sharing information and making product choices. However, the result is , indicating that online
shopping and marketing will soon return to normal, but the loss and decline of caused by this pandemic
cannot be ignored.
Introduction
Before the Covid19 scenario, brick-and-mortar retail companies focused on expanding growth
and gaining market share focusing on brick-and-mortar stores. COVID19 has done what brand
advertising can't. It forces consumers to change their "preferences". Changing "settings" has
never been easier. They are stubborn and sometimes insensitive to marketing communications
requirements. But the outbreak changed the sport times faster than the brand could have
imagined. Almost overnight, reluctant mall shoppers and fencers were pushed into the deepest
part of the e-commerce group. And in the next few days, there will be high levels of
craftsmanship and luxury across online shopping. Therefore, it is important for merchandising
companies to anticipate surveys and respond to changes in consumer behavior. During the
blackout, the only way for consumers to connect was through social media. Even more
important than today's is the importance of visualizing customer lifecycles. Additionally,
companies need to understand the different times past and those that remain relevant in the
post-covid-19 world. Therefore, the study is an experiment in which

Marketer are abandoning paths to adjust messages (away from messages that associate
consumption with opportunities and encounters), reduce packaging size and launch new
launches to attract new consumer realities. According to the survey, Indian consumer demand
and choice for online shopping is expected to increase from 6% in the current scenario to 6% in
the next 6-9 months. As the dynamics of e-commerce change day by day, you must face the
change and modify your business strategy to adapt to the changing landscape. Once blocked,
the main areas of intervention of the E-commerce activity are satisfied. It is full of logistics and
avoidance strategies that can be very helpful in getting people stacked up faster. The D2C
market will experience exponential growth in the coming days. As a result, marketers need a
complete supply chain and execution model to be able to quickly deliver to Tier 2 and Tier 3
cities as visitor demand grows.
Literature review
1. Rifaya Meera, R. Padmaja, R. Mohammed Abubakar Siddique (2017) concludes that the
availability of resources from different brands, the availability of affordable products at all times,
and the availability of high quality products are key. Why you prefer to shop online.

2. In their research, Kanupriya and Anupreet Kaur (2016) found that saving time, convenient
shopping, and easy product comparison are factors that influence customers' online shopping
preferences.

3. Pritam P. Kothari and Shivganga S. In a study, Maindargi (2016) found that perception,
comfort and practicality of use, perceived practicality, pleasure and safety are five reasons why
encourages customers to prefer online purchases. Saranya and Anandh (2016) show in their
research that quick access, quality of item display and clear product information motivate
customers to shop online. Furthermore, we have found that customers prefer to buy cosmetics
via online shopping, then electronics and shoes.

5. Mehrdad Salehi (2012) identified the factors that influence consumers towards online
shopping in his research, where website appearance, fast loading, security and sitemaps
consume online shopping. A study by Sita Mishra (2007) examined "consumer attitudes towards
online clothing shopping" and its findings were online shopper demographics and online clothing
shopping behaviors. The survey was projected on a sample of 200 internet users in the Delhi
NCR. The results show that shoppers have a positive attitude towards online shopping, but a
low attitude towards buying clothes online. The analysis showed that city and gender did not
affect consumer attitudes, but that there was a significant relationship between age and income.
While the difficulty of being reliable to leverage's testing capabilities and policy appears to be a
major concern for consumers, convenience and technological advancements play a major role
in online shopping.
Objective of research
The main aims of the study are:

• To understand Covid-19's online shopping online scenario pre and post lockdown

• Understanding consumers' expectations following Covid-19 shutdown.

Responses from survey

GENDER NUMBER OF PERCENTAGE

RESPONDENTS
1. FEMALE 37 56.1%
2. MALE 28 42.4%
3. PREFER NOT TO SAY 1 1.5%
SL. NO. AGE GROUP NUMBER OF PERCENTAGE
RESPONDENTS
1. BELOW 18 3 4.5%
2. 18-26 61 92.4%
3. 26-40 0 0%
4. 40 + 2 3%
SL. NO. EMPLOYMENT STATUS NUMBER OF PERCENTAGE
RESPONDENTS
1. STUDENT 57 86.4%
2. WORKING PROFESSIONAL 4 6.1%
3. BUSINESS-OWNER 2 3%
4. UNEMPLOYED 3 4.5%

SL. NO. SHOPPING PREFERENCE NUMBER OF PERCENTAGE

RESPONDENTS
1. ONLINE SHOPPING 31 47%
2. IN-STORE SHOPPING 35 53%
SL. NO. POST COVID-19 SHOPPING NUMBER OF PERCENTAGE
PREFERENCE RESPONDENTS
1. ONLINE SHOPPING 41 62.1%
2. IN-STORE SHOPPING 25 37.9%
SL. NO. EFFECT OF SHOPPING NUMBER OF PERCENTAGE
RESTRICTIONS RESPONDENTS
1. YES 28 42.4%
2. NO 24 36.4%
3. MAYBE 14 21.2%

SL. NO. REASON FOR IN-STORE NUMBER OF PERCENTAGE

SHOPPING RESPONDENTS
1. I DON'T PREFER IN-STORE 14 21.2%
SHOPPING
2. ABILITY TO EXPERIENCE THE 43 65.2%
PRODUCT- TOUCH THE
FABRIC/MATERIAL
3. OVERALL IN-STORE 13 19.7%
EXPERIENCE - AMBIENCE OF
THE STORE, ETC
4. INSTANT GRATIFICATION – NO 24 36.4%
WAIT TIME
5. ALL THE ABOVE 1 1.5%
6. TO KNOW IF THE 1 1.5%
PRODUCT IS
GOOD AND NOT
DAMAGED
SL. NO. REASON FOR ONLINE NUMBER OF PERCENTAGE
SHOPPING RESPONDENTS
1. I DON'T PREFER ONLINE 9 13.6%
SHOPPING
2. MORE OFFERS, DEALS, AND 37 56.1%
DISCOUNTS
3. CONVENIENCE 42 63.6%
4. WIDE VARIETY / RANGE OF 26 39.4%
PRODUCTS
 SL. NO. NO. OF ONLINE ORDERS PER NUMBER OF PERCENTAGE
MONTH PRE COVID-19 RESPONDENTS
1. 0 5 7.6%
2. <1 37 56.1%
3. 2-5 18 27.3%
4. 5+ 6 9.1%
SL. NO. NO. OF ONLINE ORDERS PER NUMBER OF PERCENTAGE
MONTH NOW RESPONDENTS
1. 0 6 9.1%
2. <1 29 43.9%
3. 2-5 23 34.8%
4. 5+ 8 12.1%
FINDINGS
MODE OF SHOPPING

PARTICULARS BEFORE COVID AFTER COVID %CHANGE

OFFLINE 35 25 -28%

ONLINE 31 41 32%

HOW OFTEN DO YOU SHOP ONLINE

NO OF TIMES IN A BEFORE COVID AFTER COVID % CHANGE

MONTH

0 5 6 20%

1 37 29 -27%

2-5 18 23 22%

5+ 6 8 25%

From the above table, we can see that there is 32% increase in the consumers shifting from Offline to
Online after the lockdown. This can be backed up with the fact that the online retailers offered variety of
discounts and encourage people to buy online with fast delivery speed and quality products
This table shows that the buying pattern of consumer in online shifted from rare purchasing to frequent
purchasing from online after the COVID as the person who made one time purchase decline and
increase in the more than two times and 5+ times by 22% increment and 25% increment respectively

PREFERABILITY OF ONLINE SHOPING IN COVID TIMES

From the survey approximately 63% people find it convenience to purchase online. Online also give
better offers, deals and discounts than offline purchase and also wide variety of products and range are
available from which we can made purchase in the budget.

PREFERABILITY OF IN-STORE PURCHASING DURING COVID

From the above two tables it is mention that the people who don’t prefer in store purchasing is 21.2%
people, this means that the 78.8% people purchases from online. According to survey approximately
65%People do in store purchasing to get experience of the product, touch the product for its quality but
the Government put restriction on returns, trial, that creates an impact in-store purchasing and people
shifted to online purchasing so their choices are also get affected by this .
 CORRELATION ON SHOPPING MODE, BEFORE AND AFTER COVID

MODE OF SHOPPING

PARTICULARS BEFORE COVID AFTER COVID

(X) (Y) (X*Y) (X^2) (Y^2)

OFFLINE 35 25 875 1225 625

ONLINE 31 41 1271 961 1681

TOTAL 66 66 2146 2186 2306

KARL’S PEARSON COOEFFICIENT OF CORRELATION FORMULAE

n(∑ xy )−(∑ x)(∑ y )

𝒓=
√ (n ∑ x 2−(∑ x)2)(n ∑ y 2−(∑ y ) 2)

2∗2146−66∗66
=
√(2∗2186−66 2)(2∗2306−66 2)
= -1

So therefore this shows the perfect negative coefficient correlation which implies that as prior to
covid-19 the consumer likely to prefer offline shopping than online shopping but with effect of covid-
19 there is shift in the purchasing mode of consumer from offline to online purchasing. People buy
more from online site as it is convenience and also safety measures are taken care like sanitization of
box and delivery boy with mask and no hand contact and also payment is online gives the sense of
safety from virus make a drastic shift to online shopping .
CONCLUSION
Online purchasing or E-shopping in India is ever expanding and there exists huge underpenetrated
market to faucet untapped regions through online shopping. Hence, E Retailers and E-commerce
companies have to continuously verify their customers’ expectations, provoke important moves on the
earliest to incorporate issues confronted by their customers. Customer satisfaction and loyalty can be
increased by providing services such as better quality items, immediate return and replacement of
defective goods, shorter delivery times, and so on, which helps to keep existing customers and attract
new ones. We were able to determine that there is a spike in consumer behaviour shifting from offline
to online as a result of the shutdown based on our findings. The e-commerce sites were able to offer
more because of the shutdown. Larger savings, faster delivery, and aftermarket service, as well as to
obtain an overall competitive advantage over offline stores. It was also found out that when the
pandemic ends many shoppers who preferred in store shopping would go back to in-store shopping. Not
all but most of the shoppers who preferred to have a physical conformation about the quality of the
product are likely to return to in-store shopping when the pandemic ends.

The buyer perspective in the post-coronavirus period, on the other hand, drastically shifted. In terms of
convenience, online shopping has effectively surpassed in-store purchasing. As a result, many more
people prefer to shop online rather than in stores. This scenario is expected to persist because social
isolation and safety worries are likely to last a long time, causing people to purchase from the comfort of
their own homes whenever possible. Once this becomes habitual, online shopping will become the
favored form of shopping for many years to come.
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