UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

GROCERY SHOPPING DURING COVID-19

TAHIR MUNIR 1, HUZAIFA KHALID 2 and MUSA RAZA 2,*

1
tahirmunir268@gmail.com

Abstract: The worldwide crisis put the populace in the frame of COVID-19 epidemic at the inceptions of 2020.
So end user behavior has alter and fetch toward online snap ups and online trading move upwards, because
everyone has purchases the commodities online. Different market and different Businesses had modify end
user’s change indecent behavior in the consumption of food. So in this study is about to research the end user’s
indecent behavior is changed at the inception of epidemic COVID-19 toward valuation conscious and detected
peculiarity of two major nutriment type’s first flesh and other is fruits and vegetables. In this quantitative
method is used about consumer in Pakistan were surveyed in a physical questionnaire. 100 Respondents will
fill questionnaires and results were examine so results examine that indecent behavior toward price conscious
and detected peculiarity of flesh, fruits and vegetables has commute amid the epidemic COVID-19 .Total
samples are 100 so develop a hypothesis and analyze how these variables effect.

Keywords: Price conscious, Detected Quality, Buying Behavior in Crises, end user indecent behavior,
consume the meat , fruit and vegetables.

INTRODUCTION:

Covid illness 2019 is eminently irresistible has metastasize utterly over the populace. So during COVID-
19 all the businesses were closed due to infection respiratory indisposition .so education institutions closed so
retailers were not selling the product all the shops were closed. Epidemic COVID-19 upshot in a disturbance in
heritage and indecent behavior of a shopper and unfavorably influence the populace prudence. Patronage
accretion of realm and accede figurine and commodity made their boast realm assumes an prerequisite part
in the GDP of that realm’s and succor in rehabilitate of the realm prudence. This study centers around
understanding the elements that impact shopper's purchasing conduct and model these variables to comprehend
the causal relationship utilizing fractional least square-underlying condition demonstrating. Coronavirus jostle
mortal to twirl in the vicinity of hypertext based procure while at the same time remaining at home. From
nutriment and pedigree staples to apparel and moccasin, from extras and innermost health spa impedimenta to
paraphernalia and advanced contraptions, indecent are hang on deuce on the computerized modus operandi of
indecent. Ahmad Saeed fellow benefactor of Bodega app,They orchestral a hypertext-based armory starting in
2016 in the eastward burg of Lahore and their deals gnome areas of strength for a during the epidemic.

Pakistan is a country where the trend of online shopping is minimum so COVID-19 has change The world of
physical shopping to online shopping.Many people during COVID-19 using social media to get much of
awareness about the product and services and do online shopping so the basic purpose of this study is to get
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)
knowledge about two food categories and customer experience about them during pandemic COVID-19. As per
the most neoteric counsel consign by State Bank of Pakistan, the palatinate hypertext based business market has
seen a quarter -on-quarter burgeoning of 78.9 percent in extensiveness and 33.3 percent in acclaim in monetary
year 2020 (from July 1 2019 to June 30 2020).In the pandemic situation they’re online behaviour of consumer
exchange dramatically (Mehta et al.,2020)

Ahmad Saeed, fellow benefactor of Bodega app,They have gushing a hypertext-based cumulation starting
around 2016 in the eastward city of Lahore and deals aphorism areas of strength for a during the epidemic.

More shifting toward online shopping which make a new opportunity for doing online business worldwide this
transformation has ensured that more growth of retail business online(Dannenberg et al.,2020)

This studies have shown that end user behavior about flesh,fruitage and comestibles have changed which
contemplate by medical health advantages. what consumer has discern as helpful in COVID-multiple rhythm ,
however impacts never describe. So the consequences of price and quality of meat and foods vegetables remain
Mysterious.
Young generation or no educated and aware about technology Live social media and Internet to collect
information(Wang et al.,2005) which make more motivated to move toward online shopping and to Determine
shopping behavior (cores and bertels,2021)

The exploration pertinence sprawl in illuminating specialists in conglomerate , science and legislators endemic
changes in indecent conduct have been brought about by COVID-19 overall. Additionally, it is likewise critical
to figure divulged which influence this epidemic on indecent conduct of MFV. Additionally, catching the
commute indecent conduct amid the emergency conceivable helpful for examination in future exploration. The
current expert postulation can be viewed as an probative examination, since data is principally gathered that
characterizes issue
COVID-19 has altered the buying behaviour consumers due to high demand characteristics in this crisis do you
start highly affected the lives of the people business foreign trade and other movements so consumers have
shifted from marketplace to Online Store‘s shopping due to lockdown and prevention consumer has become
more likely to work online shopping(Grahius et al.,2020)
Research Purpose:

This dissertation is examine link betwixt value awareness of MFV and commute indecent conduct of MFV.
Likewise, link betwixt saw nature of MFV and commute indecent behavior will determined. To respond to the
examination question, these links is to be explored to decide so long as there is a unmistakeable or adverse
ramifications on the two facet and how much indecent demeanor commute because of the elements of cost
responsiveness and epigram quality separately in the epidemic.

Literature Review

The impetus of study is indecent behavior and first understand indecent behavior and what determinant will
govern indecent behavior.literature review present a paradigm of indecent behavior such as EBM frame work
and TPB framework that paradigm trace how shopper will respond to a stimulus and in which where is the
stimulus come the basic understanding of this study is to suspicion price and quality as an predispose factor. All
contention helpful for research paradigm and legitimize the link between price and quality and changes in
indecent behavior in the time of COVID-19.
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

Online Store pledge different precedence of products drop ship to the patron the undertaking was grueling but
allot easy and opportune way And pledge a awareness or apprehension about online shopping-time (Lim &
Dubisky, 2004; Prasad & Arasri, 2009). Monswe, Dallart, and Ruter (2004) Juxtaposed twain online and off-
line snap up and found it online snap up is more opprotune than off-line since it takes less time online snap up
and pledge a intricate enlightenment about the commodity of security, Validity, appearance and plenty of other
things

which is advantageous and significant way to dragoon online purchase by end user (Salehi, Abdollahbeigi,
Langroudi, & Salehi, 2012). In prevalent circumstances online services dispense 24 hours customer care which
accredited end user’s to take important enlightenment link to commodity and services at any time and any
places which make statisfy end users to make online procure (Hermes, 2000; Hofacker, 2001).
Wang, Ye, Zhang, and Nguyen (2005) convoy verifiable research on online shopping and find that the
opportune of the internet stick a apprehension supremacy on end user’s minds to procure online.
(Lui, Xiao, Lim, and Tan (2017), certify major benignant facet for end users online indecent behavior is the
peculiarity of website. It make the first impact on end user’s to snap up online.
Andreti, Zhafira, Akmal, and Kumar (2013) Most of the end user’s come to store or visit due to quality of
product and the quality of service which can be store provided.
E-commerce in Pakistan was start today 2000 but on the initial level performance will very poor it is only 3%
Who purchased online (Bhatti, 2018; Bhatti, Saad, & Gbadebo, 2018; Bhatti, Saad, & Salimon, 2019; Rehman,
2018).
In epidemic situation e-commerce in Pakistan was in augmentation by 10% regular record and 15% was make
Internet users. 30 to 40% flow the demand of commodity. In this circumstances for finer service or quick
service foodpanda is launched it will be convenience for people. It is good for Pakistani peoples in the term of
e-commerce and the e-commerce move and augmented .( Abdullah Niazi, 2020).
COVID-19 has advantageous effect on e-commerce in the world or in Most cases negative affect but overall is
growing significantly because of pandemic COVID-19 make patron awareness about the use of Internet and
make them a daily accustomed.(Abiad, Arao, & Dagli, 2020).
COVID-19 retailer faces many obstacles in e-commerce the store manager extend it the time of delivery and
difficulty facing during the control of movement social distance and lock down (Hasanat et al., 2020). In
epidemic circumstances,security personal habits the method of payments the good pricing privacy social media
and remark about groups as the aspects switch significantly affect end user’s intention toward indecent behavior
online (Hossain, Jamil, & Rahman, 2018).

BUYING BEHAVIOUR MODEL

 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

Engel Koll at Blackwell Model is a consumer behavior model that helps to predict what customers are going to
buy.

So here are the different factors that influence consumer behavior that should be social ,economical
psychological, cultural and personal factors. During COVID-19 consumer behavior changes by the different
factors are also Shift so what facets are supermacy the decision and go farward . so in last section explain
which Internet and extraneous facets are impacting or dominate for example price is influenced by the attitude
and attitude is influencing The buying behavior so therefore consumers are willing to pay huge price so price is
the basic factor in purchasing behavior
HYPOTHESIS
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)
So in this study price is the basic and influential factor in buying behavior song in the world wide crisis
financial crisis stop consumer perceived the price differently From the Concluding or evaluation The result and
examIne the Different peoples perceptions about price conscious of meat during an epidemic so I just found that
Price conscious of meat is Positive relation or in changing the indecent behavior of meat Online Store pledge
different precedence of products drop ship to the patron the undertaking was grueling but allot easy and
opportune way And pledge a awareness or apprehension about online shopping-time (Lim & Dubisky, 2004;
Prasad & Arasri, 2009). Monswe, Dallart, and Ruter (2004) Juxtaposed twain.
H1: so according to hypothesis test there is a unmistakable link betwixt price conscious of meat or
changing the indecent behavior of meat.
From the Concluding or evaluation The result and examIne the Different peoples perceptions about price
conscious of meat during an epidemic so I just found that Price conscious of fruits and vegetables is Positive
relation or in changing the indecent behavior of fruits and vegetables. COVID-19 retailer faces many obstacles
in e-commerce the store manager extend it the time of delivery and difficulty facing during the control of
movement social distance and lock down (Hasanat et al., 2020)
H2: so according to hypothesis development there is a unmistakable relationship between price conscious
of fruits and vegetables changing indecent behavior of fruits and vegetables.
It is found that this survey remains in the negative relation because the sales in epidemic increases but no
quality of mEat fruits and vegetables not As expected by end users so both facEts will remain -give
H3: Pakistani resident having negitive relationship between price conscious of meat on the changing
buying behavior or quality of meat (H1) And the Price or quality of fruits and vegetables on the change
in indecent behavior.

RESEARCH MODEL

As indicated by examination reason of writing were chosen to give a underpinning to responding to the
question. In any case, disclose precisely with connections ought to be estimated and what, an examination
model was made. It contains the facets that endeavor from writing and are important for examination. Every
one facets disclose the association with an other. Commute indecent conduct of meat and changed indecent
conduct of fruits and vegetables from the ground are characterized as the factors where an impact must be
estimated on, otherwise called the reliant factors. These facets conceptualized as being impacted in a
unmistakable course by the value responsiveness of MFV and by apparent nature of M F V.

CONSUMER BUYING
CONSUMER BUYING
BEHAVIOUR OF FRUITS
BEHAVIOUR OF MEAT
& VEGETABLES

PRICE
PRICE
CONSCIOUSOF OF
CONSCIOUSOF
FRUITS &
MEAT
VEGETABLES

Methodology
QUALITY QUALITY
DETECTED OF DETECTED FRUITS
Data can be collected from MEAT & VEGETABLES different participants and
we can conduct a research will the help of
questionnaires so the price sensitivity and quality awareness will be the variables through which the research is
based toward the purchasing patterns of consumers and the people move toward online shopping more
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)
conveniently Total hundred participants will participate in this research so we can evaluate different findings
with the help of this data so we can run SPSS so we can evaluate percentage of the findings linear regression
correlation test mean and Standard deviation of the data to evaluate the findings and then analyze the COST and
SUPERMACY of meat , fruits and vegetables and their buying behavior during COVID-19. We distributed
questionnaires in hundred participants. Fifty participants were police men or women and fifty participants were
from playground in Sargodha. After collecting their answers we put these answers in excel sheet to arrange
them accordingly. Then we run different tests of mean, median, mode, standard deviation, linear regression buy
putting this data in SPSS. We have taken combine coefficient of dependent and independent variables. Result of
these tests are given below.

1-TABLE OF DESCRIPTION OF SAMPLES

Population variable categories Numbers Total
Gender Male 56 100
Female 44

Population variable categories Male Female

Age 20-30 26 43
30-40 30 1

Results and Analysis

Consumer buying behaviour regarding Meat and vegitables according to the prices , securities and
provided quality . In addition, the purpose of this study was to understand consumer preferences
and identify requirements for For providing best meat and vegitables in all aspects. In this survey, we
used a customized questionnaire based on the 5-point Likert scale as a measuring instrument. The
results show that people are very much curious About the food quality, prices. They are very
sensitive in purchase regarding food items. Therefore, it can be said that the perceived ease of use
does affect the buying behavior of a consumer.
This result is concluded by a survay conducted in police station or in a public play ground so that
person of every mentality could be approached. The study also found that if there is ease of
availability of quality, price and quantity, it does effect the consumer buying behavior. Therefore,
advertising should be used to inform the people around you about your product that you are
fulfilling their all needs under on roof . Using the advertising technology is a key variable in the
decision-making process, as competitors do not seem to value it as far as ease of use is concerned.
However, providers of these
services must make every effort to remain user-friendly and easy to use. In the marketing sense,
advertising technology can be a competitive advantage. Instead, it is a requirement for competitive
equivalence. The same can probably be assumed for the perceived safety variables.
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

Correlations
MVFF PRICE QUALITY CBBB

Pearson Correlation 1 .365** .178 .274**

MVFF Sig. (2-tailed) .000 .077 .006

N 100 100 100 100

Pearson Correlation .365** 1 .498** .219*
PRICE Sig. (2-tailed) .000 .000 .029
N 100 100 100 100
Pearson Correlation .178 .498** 1 .153
QUALITY Sig. (2-tailed) .077 .000 .128
N 100 100 100 100
Pearson Correlation .274** .219* .153 1

CBBB Sig. (2-tailed) .006 .029 .128

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

After getting output of correlation test we found out that all the independent variables has significant effect on
mediating variable because the significance value of all independent variables is less than 0.05 which shows
significant effect. This is also displayed in figure, moreover we also found out that mediatory variable has
significant impact on dependent variable.

Regression
Regression is to find the dependency of independent variable on dependent variable. In this test we have taken
one dependent variable and 3 independent variable. In this test consumer buying behavior (CBB) is a dependent
variable while meat, Vegetable, food (MVF), quality (Q) and price (P) , these are independent variables.
Dependency of MVFF is (.3386). Quality of product importance on dependent variable is (.3734) and price of a
product has mauch more dependency on consumer behavious according to the test which is (.4195)
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

Descriptive Statistics

Mean Std. Deviation N

CBBB 2.2590 .41551 100

MVFF 1.9850 .33863 100
PRICE 2.0795 .41957 100
QUALITY 2.0667 .37343 100

Correlations

CBBB MVFF PRICE QUALITY

CBBB 1.000 .274 .219 .153

MVFF .274 1.000 .365 .178

Pearson Correlation
PRICE .219 .365 1.000 .498

QUALITY .153 .178 .498 1.000

CBBB . .003 .014 .064
MVFF .003 . .000 .038
Sig. (1-tailed)
PRICE .014 .000 . .000
QUALITY .064 .038 .000 .
CBBB 100 100 100 100

MVFF 100 100 100 100

N
PRICE 100 100 100 100

QUALITY 100 100 100 100

 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 1.606 3 .535 3.318 .023b

1 Residual 15.486 96 .161

Total 17.092 99

a. Dependent Variable: CBBB

b. Predictors: (Constant), QUALITY, MVFF, PRICE

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. 95.0% Confidence Interval for B

Coefficients

B Std. Error Beta Lower Bound Upper Bound

(Constant) 1.355 .305 4.439 .000 .749 1.961

MVFF .275 .128 .224 2.147 .034 .021 .529

1
PRICE .106 .117 .107 .904 .368 -.127 .339

QUALITY .067 .125 .060 .536 .593 -.181 .314

a. Dependent Variable: CBBB

Conclusion
Precisely, manufacturers wanted to know what effects the cost awareness and noticed style of
purchasers changing for buying flesh, fruits and vegetables. Considering this issue , inquiry was
made , that aim to answer with empirical exploration. Composition was overlooked at the beginning
to explore what buying control is , the logical price and stander are applicable while buying edibles
and, majorly to look at the environment of study from previous tests on buying performance in
crisis. What effects the consumer’s cost responsiveness for flesh , fruits and vegetables caused a
change in purchasing conduct of flesh, vegetable and fruits during COVID-19? This question is
answered with results that cost awareness caused a difference in buying attitude and it states that the
increased cost catching the shoppers are , the increased buying attitude for MFV differs in the
COVID-19 crisis. In the same case , results , that stated H3 and H4 , says that evident nature of MFV
has a beneficial link with the different buying behavior of MFV. In the beginning literature was taken
into consideration to know what buying attitude is , why cost and stander are interlinked while
buying edibles , and to test the situation of research from historical analysis on purchasing attitude in
pandemic . According to varying theoretical approaches and the information given in literature ,
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

hypothesis were generated and a research model was created. Therefore, in future studies it will be
useful to further investigate the consumer buying behaviour aspects and the estimated differences in
different countries. The identified impacts of recognized compatibility and usefulness suggest that it
is beneficial for sellers marketers to educate consumers on how this advertising technology can
impact the consumers.
 UNIVERSITY OF CENTRAL PUNJAB,( SARGODHA)

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