CHAPTER – I

INTRODUCTION AND DESIGN OF THE STUDY

1.1. INTRODUCTION

The global economies in general and international trade in particular have suffered
and continue to suffer massive losses from the corona virus pandemic. The uncertainty in
which businesses and end consumers found themselves immersed is further aggravated by
multiple factors. Those include income decline, cross-border travel restrictions, shifting
consumer demand, and the changing behaviour of market actors, to name a few. Global
lockdown, social distancing, and other measures introduced to limit the spread of the
COVID-19 pandemic have urged consumers to purchase more on the online marketplaces.
The business landscape faced rapid transformations during the quarantine period as a result.
Ultimately, the corona crisis accelerated the development of digital commerce. Globally, a
new digitally immersed consumer has emerged, a more selective one, with financial
difficulties.
Income losses, limited transport opportunities, and pandemic mitigation measures,
which caused the reduction of supplier activities, have forced B2B manufacturers and sellers
to reduce production and marketing costs, find new suppliers both abroad and within the
country, and accelerate decision making. National companies received opportunities to
diversify their product portfolio for the purposes of import substitution and to supply other
firms and branches of foreign companies with necessary resources. B2C markets, on the other
hand, encountered a decline in purchasing power and cross-border mobility. On top of that,
consumers shifted toward health and safety while maintaining a preference for inexpensive
goods and services. Products that bring comfort and a sense of cosiness to a living space
received more attention than they normally would. Overall, the uncertainty and
unpredictability of the situation made consumers postpone some of their demands. The
industrial market and consumer market both faced a need to accelerate digitalizationand make
it easy to find and purchase items online. The pandemic sparked a meteoric rise in online
sales. As visits to physical stores were restricted, and many were running low on money,
consumers went online to shop, causing online purchases to grow higher and higher.
Consumers were generally mindful shoppers even before the pandemic. Because of this,

1
some shopping categories such as experiences were gradually downgraded on their priority
lists, and COVID-19 accelerated things in this direction.

1.2 STATEMENT OF THE PROBLEM

Globally, the COVID-19 pandemic has driven consumers to digitalization and

reshaped their shopping habits. With the spread of the COVID-19 pandemic and the
increasing importance of e-commerce, the study of online consumer behaviour is of particular
relevance. The present study would try to find out the impact of covid–19 on online
consumers buying behaviour. Nowadays the world is facing one of the worst disasters in the
history. As the world is the devastating situation and countries have been put under
lockdown, restrictions have been imposed on going out of homes, arranging crowded events,
going in markets, almost every business has been close down in the world in the wake of
corona virus and people are stress to stay in homes. Hence, people cannot go in markets for
buying products, so this is probably pushing people to do online shopping. The COVID-19
pandemic has affected the lifestyles and motivations of many people, such that their
purchasing behaviours also changed. The present study seeks to assess these changes. In
achieving this goal, the study determined the impact of the pandemic on e-commerce to
identify the priorities of online consumers. It also identified the most important factors
influencing online consumers’ buying behaviour.

1.3 OBJECTIVES OF THE STUDY

 To study on impact of covid-19 pandemic on online consumers buying behaviour.

 To identify the factors influencing online consumers buying behaviour.
 To evaluate online purchasing behaviours of consumers.
 To analyze the various benefits of digitalization in carrying out the day to day
activities by staying safely at home.

1.4 SCOPE OF THE STUDY

The study is undertaken with a view to study the impact of the COVID-19 pandemic
on online consumer buying behaviour in Salem Town only.

2
1.5 RESEARCH METHODOLOGY

RESEARCH DESIGN

The research methodology of the present study which include Sample design, sources
of data collection that had been adopted.

SOURCES OF DATA

❖PRIMARY DATA: The data was collected directly from the Respondents with the help of
structured questionnaire for the first time and which are original in nature.

❖SECONDARY DATA: These are those data which are obtained in directly from sources
such as books, journals, articles, newspapers and websites of online service etc.

❖SAMPLING SIZE: The sample size for this study will be limited to 110.

Area of the Study:

The respondents of the study are from Salem Town.

TOOLS FOR DATA COLLECTION:

STRUCTURED QUESTIONNAIRE:

Well–Structured questionnaire are used to collect primary data directly from

respondents.

DATA ANALYSIS:

TABULATION AND CLASSIFICATION OF DATA:

The data which are collected through questionnaire tabulated and classified for better
interpretation and easy to analyze.

GRAPHS, DIAGRAMS AND PERCENTAGE:

The classified data are represented graphically with the help of diagrams and
percentages.

3
 For analyzing the objectives of the study, simple percentage analysis was used.
Percentage analysis is used for exhibiting ordinary tables. Percentage analysis is carried out
for the questions given in the questionnaire.

Simple percentage was calculated based on the data collection from the respondents is
commonly used method.
No. of Respondents
Simple Percentage = x 100
Total No. of Respondents

1.6 LIMITATIONS OF THE STUDY

a) The study conducts only in one geographical area...Salem town.

b) Sample size is small.

c) The results of the project based on questionnaire.

1.7 CHAPTER SCHEME

Chapter – I: The first chapter presents an introduction, statement of the problem, objectives of
the study, scope of the study, research methodology, limitations of the study and chapter
arrangements.

Chapter – II: The second chapter deals with consumer behaviour – an overview & review of
literature.

Chapter – III: The third chapter presents data analysis and interpretation.

Chapter – IV: The fourth chapter highlights the summary of findings and suggestions.

Chapter – V: The fifth chapter deals with the conclusion of the study.

4
 CHAPTER – II

CONSUMER BEHAVIOUR – AN OVERVIEW & REVIEW OF

LITERATURE

2.1 CONSUMER BEHAVIOUR - AN OVERVIEW

Consumer behaviour can be defined as the decision-making process and physical

activity involved in acquiring, evaluating, using and disposing of goods and services.
Consumer behaviour is a complex, dynamic, multidimensional process, and all marketing
decisions are based on assumptions about consumer behaviour.

Consumer behaviour is the study of when, why, how, and where people do or do not
buy a product. It blends elements from psychology, sociology, social anthropology and
economics. It attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people’s wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general.

Consumer behaviour can be defined as the decision-making process and physical

activity involved in acquiring, evaluating, using and disposing of goods and services. This
definition clearly brings out that it is not just the buying of goods/services that receives
attention in consumer behaviour but, the process starts much before the goods have been
acquired or bought. A process of buying starts in the minds of the consumer, which leads to
the finding of alternatives between products that can be acquired with their relative
advantages and disadvantages. This leads to internal and external research. Then follows a
process of decision-making for purchase and using the goods, and then the post purchase
behaviour which is also very important, because it gives a clue to the marketers whether his
product has been a success or not.

Buying Behaviour is the decision processes and acts of people involved in buying and
using products. Need to understand:

 Why consumers make the purchases that they make?

 What factors influence consumer purchases?
 The changing factors in our society.

5
 Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer.
A firm needs to analyze buying behaviour for:

 Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s
success.
 The marketing concept stresses that a firm should create a Marketing Mix(MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when
and how consumers buy.
 Marketers can better predict how consumers will respond to marketing strategies.

A consumer, making a purchase decision will be affected by the following three factors:

 Personal
 Psychological
 Social

The marketer must be aware of these factors in order to develop an appropriate

Marketing Mix for its target market.

Personal Factors
Unique to a particular person, demographic factors like Sex, Race, Age etc., who in
the family is responsible for the decision making. Young people purchase things for different
reasons than older people.

Psychological Factors
Motives
A motive is an internal energizing force that orients a person’s activities toward
satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If
marketers can identify motives then they can better develop a marketing mix. MASLOW
hierarchy of needs!!

 Physiological
 Safety
 Love and Belonging
 Esteem
 Self Actualization

Need to determine what level of the hierarchy the consumers are apt to determine? what
motivates their purchases?

6
Perception

Perception is the process of selecting, organizing and interpreting information inputs

to produce meaning. Information inputs are the sensations received through sight, taste,
hearing, smell and touch.

Ability and Knowledge

Need to understand individuals’ capacity to learn. Learning, changes in a person’s
behaviour caused by information and experience.

Attitudes
Knowledge and positive and negative feelings about an object or activity-maybe
tangible or intangible, living or non- living... Drive perceptions Individual learns attitudes
through experience and interaction with other people. Consumer attitudes toward a firm and
its products greatly influence the success or failure of the firm’s marketing strategy.

Personality
All the internal traits and behaviours that make a person unique, uniqueness arrives
from a person’s heredity and personal experience. Examples include: Workaholic, Self
confidence, Friendliness, Adaptability, Ambitiousness, Authoritarianism, Introversion,
Extroversion, Aggressiveness, Competitiveness, etc.

Lifestyles
Lifestyles are a shift towards personal independence and individualism and a
preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns people follow
in their lives.

Social Factors
Consumer wants, learning, motives, etc., are influenced by opinion leaders, person’s
family, reference groups, social class and culture.

Opinion Leaders
Opinion leaders may include brand ambassador, Spokespeople, etc. Marketers try to
attract opinion leaders...they actually use (pay) spokespeople to market their products.

Roles and Family Influences

Role...things you should do based on the expectations of you from your position
within a group. People have many roles like husband, father, and employer/ee. Individuals
role are continuing to change therefore marketers must continue to update information.

7
Reference Groups
Individual identifies with the group to the extent that he takes on many of the values,
attitudes or behaviours of the group members, families, friends, civic and professional
organizations, any group that has a positive or negative influence on a person’s attitude and
behaviour.

Social Class
An open group of individuals who have similar social rank. This may include criteria;
occupation, education, income, wealth, race, ethnic groups and possessions.

Culture and Sub-culture

Culture refers to the set of values, ideas, and attitudes that are accepted by a
homogenous group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising. Culture determines
what people wear, eat, reside and travel.

2.2 REVIEW OF LITERATURE

Shopper behaviour is influenced by a range of factors, objective and subjective. Last

year, the pandemic was one such factor. The growth of COVID-19 cases and its
consequences (such as quarantine, isolation, social distancing and community containment)
impacted not only the attitude of people toward health but also their buying behaviour [1].
People in lockdown were ordering online more often than normal. They also reduced
their discretionary costs, became more selective, and shifted to local brands [2].
The rationalization of shopping behaviour during the pandemic encouraged most
companies to rethink their business strategies and consider a new situational driver of
procurement to retain and attract new customers [3].
Consumer behaviour was influenced both by the COVID-19 pandemic itself and by
government restrictions. Consumers of all generations during the COVID-19 crisis were more
likely to buy goods and services digitally [4].
Factors that drive online consumer behaviour during the COVID-19 pandemic include
strong and sustained growth in the number of Internet users and increased awareness of
online shopping, increasingly active online product releases, low prices due to bulk
purchases, etc. [5].
The COVID-19 pandemic, social distancing, and staying at home are expected to push
consumers to shop online. However, uncertain consumer demand and supply chain issues

8
could affect the e-commerce industry. The COVID-19 pandemic issue may also affect large
merchants, who are experiencing a decrease in casual shopping, supply chain disruption, and
increased purchases of essential hygiene and disinfection products, groceries, and other
products [6].
Considering the changes in consumer behaviour caused by COVID-19, marketing
research in this area has also undergone changes. More and more marketing research on
consumer behaviour is taking place online (online questionnaires, call center surveys, and
focus groups conducted via video conferencing or telephone conversations). Entrepreneurs
had to adapt quickly and find innovative ways to interact with customers [7].

REFERENCES
1. Loxton. M & Zhao. Y. Consumer behaviour during crises: Preliminary research on how
coronavirus has manifested consumer panic buying, herd mentality, changing discretionary
spending and the role of the media in influencing behaviour. J. Risk Financ. Manag. 2020,
13, 166.

2. Sumarliah. E & Khan. S.U. Online hijab purchase intention: The influence of the
Coronavirus outbreak. J. Islam. Mark. 2021, 12, 598–621.

3. Islam. T, Akhtar. N &Mubarik. S. Panic buying in the COVID-19 pandemic: A multi-

country examination. J. Retail. Consum. Serv. 2021, 59, 102357.

4. Jilkova. P &Kralova. P. Digital consumer behaviour and e-Commerce trends during the
COVID-19 crisis. Int. Adv. Econ. Res. 2021, 27, 83–85.

5. Barbu. C.M &Florea. D.L. Customer experience in Fintech. J. Theor. Appl. Electron.
Commer. Res. 2021, 16, 1415–1433.

6. Filimonau. V, Beer. S &Ermolaev. V.A. The Covid-19 pandemic and food consumption at
home and away: An exploratory study of English households. Socio Econ. Plan. Sci. 2021, in
press.

7. Shamim. A, Siddique. J, Noor. U & Hassan. R. Co-creative service design for online
businesses in post-COVID-19. J. Islam. Mark. 2021, in press.

9
 CHAPTER - III

DATA ANALYSIS AND INTERPRETATION

Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance, and implications of the findings.

TABLE NO. 3.1

GENDER OF THE RESPONDENTS

NO. OF
GENDER PERCENTAGE Sou
RESPONDENTS
rce:

MALE 53 48

FEMALE 57 52

TOTAL 110 100

Primary Data

INFERENCE

It is seen from the above table that out of 110 respondents, 52% of the respondents are
female and 48% of respondents are male.

Hence, it is clear that most (52%) of the respondents are female.

10
 CHART NO. 3.1

GENDER OF THE RESPONDENTS

120

100

80

60 NO. OF RESPONDENTS
PERCENTAGE

40

20

0
MALE FEMALE TOTAL

11
 TABLE NO. 3.2

AGE OF THE RESPONDENTS

NO. OF
AGE PERCENTAGE
RESPONDENTS

18 - 30 87 79

31 - 40 20 18

41 - 50 3 3

ABOVE 50 YEARS 0 0

TOTAL 110 100

Source: Primary Data

INFERENCE

It is seen from the above table that out of 110 respondents, 79% of the respondents are
in the age group of 18- 30 years, 18.3% of the respondents belong to the age category of 31 –
40 years, 2.72% of the respondents belong to the age category of 41 – 50 years and 0% of
respondents in above 50 years.

Hence, it is clear that majority (79%) of the respondents are in the age group of
18 – 30 years.

12
 CHART NO. 3.2

AGE OF THE RESPONDENTS

AGE OF THE RESPONDENTS

15 - 30
31 - 40
41 - 50
ABOVE 50 YEARS
TOTAL

13
 TABLE NO. 3.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL NO. OF
PERCENTAGE
QUALIFICATION RESPONDENTS

SSLC 7 6

HSC 11 10

Under Graduation 62 57

Post Graduation 30 27

Total 110 100

Source: Primary Data

INFERENCE

It is seen from the above table that out of 110 respondents, 57% of them are under
graduates, 27% of them are post graduates, 10% of them are HSC and 6% of them are SSLC.

Hence, it is clear that most (57%) of the respondents are under graduates.

14
 CHART NO. 3.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

120

100

80

60

NO OF RESPONDENT
40 PERCENTAGE

20

0
C
LC

tal
n
on
HS

tio
SS

To
ati

ua
du

ad
ra

Gr
rG

st
de

Po
Un

15
 TABLE NO. 3.4

OCCUPATIONAL STATUS OF THE RESPONTENTS

NO. OF
OCCUPATION PERCENTAGE
RESPONDENTS

SALARIED 25 23

SELF EMPLOYED 23 21

PROFESSIONAL 2 2

HOUSE WIFE 7 6

STUDENTS 53 48

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 48% of them are students, 23% of
them are salaried persons, 21% of them are self-employed, 6% of them are housewives, and
2% are professionals.

Hence, it is clear that most (48%) of the respondents are students.

16
 CHART NO. 3.4

OCCUPATIONAL STATUS OF THE RESPONTENTS

120

100

80

60
NO. OF RESPONDENTS
40 PERCENTAGE

20

0
L
D

TS
IFE
L
ED

TA
NA
RIE

EN
OY

EW

TO
SIO
LA

UD
PL

US
SA

ES

ST
EM

HO
OF
LF

PR
SE

17
 TABLE NO. 3.5

MARITAL STATUS OF THE RESPONDENTS

NO. OF
MARITAL STATUS PERCENTAGE
RESPONDENTS

MARRIED 26 24

UNMARRIED 84 76

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 76% of them are unmarried and
24 % of them are married.

Hence, it is clear that majority (76%) of the respondents are unmarried.

CHART NO. 3.5

18
MARITAL STATUS OF THE RESPONTENTS

MARITAL STATUS OF THE RESPONTENTS

MARRIED
UNMARRIED
TOTAL

TABLE NO. 3.6

19
 MONTHLY INCOME OF THE RESPONDENTS

NO. OF
MONTHLY INCOME PERCENTAGE
RESPONDENTS

UP TO RS.10,000 10 9

RS.10,000 – RS.20,000 24 22

RS.20,000 – RS.30,000 16 14

ABOVE RS.30,000 16 14

NONE 44 41

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 41% of respondents monthly
income is none of these so maybe there are unemployed or students, 22% of them are getting
monthly income of Rs.10000 – Rs.20000, 14% of them are getting monthly income of
Rs.20, 000 – Rs.30, 000 and above Rs.30, 000 and only 9% of them are getting monthly
income up to Rs.10.000.

Hence, it is clear that most (41%) of respondents monthly income is none because
they are unemployed or students.

CHART NO. 3.6

20
 MONTHLY INCOME OF THE RESPONDENTS

120

100

80

60 NO. OF RESPONDENTS
PERCENTAGE
40

20

0
UP TO RS.10,000 – RS.20,000 – ABOVE NONE TOTAL
RS.10,000 RS.20,000 RS.30,000 RS.30,000

TABLE NO. 3.7

21
 PURCHASE PRODUCTS IN ONLINE

NO. OF
OPINION PERCENTAGE
RESPONDENTS

YES 87 79

NO 23 21

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 79% of them are purchase
products in online and 21% of them are not purchase products in online.

Hence, it is clear that majority (79%) of the respondents are purchase products in
online.

CHART NO. 3.7

22
PURCHASE PRODUCTS IN ONLINE

PURCHASE PRODUCTS IN ONLINE

YES
NO
TOTAL

TABLE NO. 3.8

23
FACTORS MOTIVATES RESPONDENTS TO PURCHASE PRODUCTS IN ONLINE

NO. OF
FACTORS PERCENTAGE
RESPONDENTS
EASY TO SEARCH AND
52 47
COMPARE PRODUCTS
SEARCH PRODUCTS
ACCORDING TO 27 25
SPECIFIC PREFERENCES
WIDE VARIETY OF
19 17
PRODUCTS
SAVING TIME AND
10 9
EFFORT

OTHERS 2 2

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 47% of the respondents are
motivated to purchase products in online because of easy to search and compare products,
25% of the respondents are motivated to purchase products in online because of search
products according to specific preferences, 17% of the respondents are motivated to purchase
products in online because of wide variety of products, 9% of the respondents are motivated
to purchase products in online because of saving time and effort and 2% of the respondents
are motivated to purchase products in online because of other factors.

Hence, it is clear that most (47%) of the respondents are motivated to purchase
products in online because of easy to search and compare products.

CHART NO. 3.8

24
FACTORS MOTIVATES RESPONDENTS TO PURCHASE PRODUCTS IN ONLINE

TOTAL

OTHERS

SAVING TIME AND EFFORT

PERCENTAGE
WIDE VARIETY OF PRODUCTS NO. OF RESPONDENTS

SEARCH PRODUCTS ACCORDING TO SPECIFIC

PREFERENCES

EASY TO SEARCH AND COMPARE PRODUCTS

0 20 40 60 80 100 120

TABLE NO. 3.9

25
 REASONS FOR PURCHASING THROUGH ONLINE

NO. OF
REASONS PERCENTAGE
RESPONDENTS

STANDARD 52 47

LESS PRICE 27 24

GOOD QUALITY 11 10

DESIGN 8 7

FAST DELIVERY 13 12

OTHERS 0 0

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 47% of respondents are
purchasing products through online because of standard, 24% of respondents are purchasing
products through online because of less price, 12% of respondents are purchasing products
through online because of fast delivery, 10% of respondents are purchasing products through
online because of good quality and 7% of respondents are purchasing products through online
because of design.

Hence, it is clear that most (47%) of the respondents are purchasing products through
online because of standard of the products.

CHART NO. 3.9

26
 REASONS FOR PURCHASING THROUGH ONLINE

120

100

80

60
NO. OF RESPONDENTS
40 PERCENTAGE

20

L
N

RS
E
RD

Y
ITY

TA
RIC

SIG

ER

HE
DA

AL

TO
LIV
P

DE

OT
QU
AN

SS

DE
LE
ST

ST
O

FA
GO

TABLE NO. 3.10

27
 FREQUENCY OF PURCHASE IN ONLINE PER MONTH

NO. OF
FREQUENCY PERCENTAGE
RESPONDENTS

Once 58 53

Twice 29 26

Thrice 13 12

More than thrice 10 9

Total 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 53% of them purchase products in
online once in a month, 26% cent of them purchase products in online twice in a month, 12%
of them purchase products in online thrice in a month and 9% of the respondents purchase
products in online more than thrice in a month.

Hence, it is clear that most (53%) of the respondents are purchase products in online
once in a month.

CHART NO. 3.10

28
 FREQUENCY OF PURCHASE IN ONLINE PER MONTH

120

100

80

60 NO. OF RESPONDENTS
PERCENTAGE

40

20

0
Once Twice Thrice More than Total
thrice

TABLE NO. 3.11

29
 AMOUNT SPEND FOR PURCHASING PRODUCTS AT ONLINE PER MONTH

NO. OF
AMOUNT PERCENTAGE
RESPONDENTS

Less than Rs.1000 57 52

Rs.1000 to Rs.1500 29 26

Rs.1500 to Rs.2000 12 11

Above Rs.2000 12 11

Total 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 52% of them purchase
products in online for less than Rs.1000 for a month, 26% of them spent Rs.1000 to Rs.1500
for a month, 11% of them spent Rs.1500 to Rs.2000 and above Rs.2000 for a month.

Hence, it is clear that most (52%) of the respondents are purchasing products in
online for less than Rs.1000 for a month.

CHART NO. 3.11

30
AMOUNT SPEND FOR PURCHASING PRODUCTS AT ONLINE PER MONTH

Total

Above Rs.2000

Rs.1500 to Rs.2000 PERCENTAGE

NO. OF RESPONDENTS

Rs.1000 to Rs.1500

Less than Rs.1000

0 20 40 60 80 100 120

TABLE NO. 3.12

31
 MODE OF PAYMENT FOR PURCHASING PRODUCTS IN ONLINE

NO. OF
MODE OF PAYMENT PERCENTAGE
RESPONDENTS

CREDIT CARD 6 5

DEBIT CARD 24 22

CASH ON DELIVERY 61 55

UPI 15 14

NET BANKING 4 4

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 55% of them are prefer cash on
delivery for online purchase, 22% of them are using debit cards, 14% of them are using UPI,
5% of them are using credit card and 4% only using net banking for payment.

Hence, it is clear that most (55%) of the respondents are prefer cash on delivery for
online purchase.

CHART NO. 3.12

32
MODE OF PAYMENT FOR PURCHASING PRODUCTS IN ONLINE

MODE OF PAYMENT

CREDIT CARD
DEBIT CARD
CASH ON DELIVERY
UPI
NET BANKING
TOTAL

TABLE NO. 3.13

33
 SAFE AND SECURE WHILE PURCHASING PRODUCTS FROM ONLINE

NO. OF
OPINION PERCENTAGE
RESPONDENTS

Yes 104 95

No 6 5

Total 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 95% of the respondents are feel
safe and secure while purchasing products from online and 5% of the respondents are not feel
safe and secure while purchasing products from online.

Hence, it is clear that majority (95%) of the respondents are feel safe and secure while
purchasing products from online.

CHART NO. 3.13

34
SAFE AND SECURE WHILE PURCHASING PRODUCTS FROM ONLINE

250

200

150
PERCENTAGE
NO. OF RESPONDENTS
100

50

0
Yes No Total

TABLE NO. 3.14

35
 ONLINE SHOPPING PROTECT THE CUSTOMER’S PAYMENT SECURITIES
SYSTEM

NO. OF
OPINION PERCENTAGE
RESPONDENTS
STRONGLY
31 28
AGREE

AGREE 56 51

STRONGLY
7 6
DISAGREE
DISAGREE 16 15
TOTAL 110 100
Source: Primary data

INFERENCE

From the above analysis it is clear that 51% of the respondents are agreed, 28% of the
respondents are strongly agreed, 15% of the respondents are disagreed and 6% of the
respondents are strongly disagreed on online shopping protects the payment system
securities.
Hence, it is clear that most (51%) of the respondents feels that purchasing in online
protect the customer payment system and sometimes it’s didn’t because of fake website, fake
calls etc.., so it is in neutral.

CHART NO. 3.14

36
ONLINE SHOPPING PROTECT THE CUSTOMER’S PAYMENT SECURITIES
SYSTEM

TOTAL

DISAGREE

STRONGLY DISAGREE PERCENTAGE

NO. OF RESPONDENTS

AGREE

STRONGLY AGREE

0 20 40 60 80 100 120

TABLE NO. 3.15

37
 RESPONDENTS BUYING MORE PRODUCTS IN ONLINE THAN PHYSICALLY
DURING CORONA VIRUS

NO. OF
OPINION PERCENTAGE
RESPONDENTS

YES 59 54

NO 26 24

MAYBE 25 22

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 54% of them buy more products
in online than physically during corona virus, 24% of them are not buy more products in
online than physically during corona virus and 22% of them are maybe buy more products in
online than physically during corona virus.

Hence, it is clear that most (54%) of the respondents buy more products in online than
physically during corona virus.

CHART NO. 3.15

38
RESPONDENTS BUYING MORE PRODUCTS IN ONLINE THAN PHYSICALLY
DURING CORONA VIRUS

BUYING MORE PRODUCTS IN ONLINE

YES
NO
MAYBE
TOTAL

TABLE NO. 3.16

39
 ONLINE SHOPPING IS COMFORTABLE COMPARING TO PHYSICAL
SHOPPING DURING COVID - 19

NO. OF
OPINION PERCENTAGE
RESPONDENTS

Yes 69 63

No 17 15

Maybe 24 22

Total 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 63% of the respondents are
comfortable comparing to physical shopping during COVID - 19, 22% of the respondents are
maybe comfortable comparing to physical shopping during COVID-19 and 15% the
respondents are not comfortable comparing to physical shopping during COVID-19.

Hence, it is clear that majority (63%) of the respondents are comfortable comparing to
physical shopping during COVID – 19.

CHART NO. 3.16

40
ONLINE SHOPPING IS COMFORTABLE COMPARING TO PHYSICAL
SHOPPING DURING COVID - 19

250

200

150
PERCENTAGE
NO. OF RESPONDENTS
100

50

0
Yes No Maybe Total

TABLE NO. 3.17

41
 DEVICE USED FOR SEARCHING PRODUCTS OR SERIVCE THROUGH
ONLINE

NO. OF
DEVICE PERCENTAGE
RESPONDENTS

Mobile Devices 101 92

Desktop Computers 4 4

Laptops 3 3

Tablets 2 2

Total 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 92% of them are using mobile
devices for searching products through online, 4% of them are using desktop computers for
searching products through online, 3% of them are using laptops for searching products
through online and only 2% of the respondents are using tablets for searching products
through online.

Hence, it is clear that majority (92%) of the respondents are using mobile devices for
searching products through online.

CHART NO. 3.17

42
DEVICE USED FOR SEARCHING PRODUCTS OR SERIVCE THROUGH
ONLINE

120

100

80

60 NO. OF RESPONDENTS
PERCENTAGE

40

20

0
Mobile Desktop Laptops Tablets Total
Devices Computers

TABLE NO. 3.18

43
 MOBILE DEVICES TO SEARCH ONLINE FOR A PRODUCT OR SERVICE

NO. OF
OPINION PERCENTAGE
RESPONDENTS

YES 101 92

NO 9 8

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 92% of the respondents are using
mobile devices to search online for a product or service and only 8% of the respondents are
not using mobile devices to search online for a product or service.

Hence, it is clear that majority (92%) of the respondents are using mobile devices to
search online for a product or service.

CHART NO. 3.18

44
MOBILE DEVICES TO SEARCH ONLINE FOR A PRODUCT OR SERVICE

MOBILE DEVICES TO SEARCH ONLINE FOR A PRODUCT OR

SERVICE

YES
NO
TOTAL

TABLE NO. 3.19

45
 SEARCHING PRODUCTS IN ONLINE USING MOBILE DEVICES

NO. OF
PRODUCTS PERCENTAGE
RESPONDENTS

CLOTHING 5 5

BEAUTY
26 24
PRODUCTS

MEDICINES 22 20

FOOD AND
34 31
BEVERAGES

ELECTRONICS 16 15

HOUSEHOLD ITEMS 7 6

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 31% of the respondents are
searching for food and beverages in online using mobile devices, 24% of the respondents are
searching for beauty products in online using mobile devices, 20% of the respondents are
searching for medicines in online using mobile devices, 15% of the respondents are searching
for electronic items in online using mobile devices and 6% of the respondents are searching
for household items in online using mobile devices.

Hence, it is clear that most (31%) of the respondents are searching for food and
beverages in online using mobile devices.

46
 CHART NO. 3.19

SEARCHING PRODUCTS IN ONLINE USING MOBILE DEVICES

TOTAL

HOUSEHOLD ITEMS

ELECTRONICS

FOOD AND BEVERAGES PERCENTAGE

NO. OF RESPONDENTS
MEDICINES

BEAUTY PRODUCTS

CLOTHING

0 20 40 60 80 100 120

47
 TABLE NO. 3.20

IMPACT OF COVID - 19 ON ONLINE PRUCHASING BY CONSUMERS

NO. OF
IMPACT PERCENTAGE
RESPONDENTS

Shopped for the first time 33 30

Increased online
54 49
purchasing

Decreasing/Stopped
4 4
online purchasing

No effect 19 17

Total 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 49% of the respondents are
increased online purchasing, 30% of the respondents are shopped for the first time, 17% of
the respondents are having no effect and 4% of the respondents decreased/stopped online
shopping.

Hence, it is clear that most (49%) of the respondents have increased their online
purchasing during COVID - 19.

48
 CHART NO. 3.20

IMPACT OF COVID - 19 ON ONLINE PRUCHASING BY CONSUMERS

120
100
80
60
40
20
NO. OF RESPONDENTS
0
PERCENTAGE

tal
t
ec
e

ing

ing
tim

To
eff
as

as
rst

No
ch

ch
e fi

ur

ur
ep

ep
th

n
or

lin
nli
df

on
do
pe

ed
e
op

as

pp
re
Sh

to
Inc

/S
ing
as
cre
De

49
 TABLE NO. 3.21

AT THIS POINT IN THE OUTBREAK, RESPONDENTS MOST OFTEN

PURCHASE PRODUCTS IN ONLINE

NO. OF
PARTICULARS PERCENTAGE
RESPONDENTS

WEBSITES ON PC’S 19 17

APPS ON MOBILITY
52 47
DEVICES
WEBSITES ON
30 27
MOBILE DEVICES
DON’T PURCHASE
1 1
ON ONLINE

OTHERS 8 7

TOTAL 110 100

Source: Primary data

INFERENCE

The above table shows that out of 110 respondents, 47% of them are using apps on
mobility devices for purchase products in online, 27% of them are using websites on mobile
devices for purchase products in online, 17% of them are using websites on PC’s, 7% of them
are using others for purchase products in online and only 1% of the respondent don’t
purchase on online.

Hence, it is clear that most (47%) of the respondents are using apps on mobility
devices for purchase products in online.

50
 CHART NO. 3.20

AT THIS POINT IN THE OUTBREAK, RESPONDENTS MOST OFTEN

PURCHASE PRODUCTS IN ONLINE

TOTAL

OTHERS

DON’T PURCHASE ON ONLINE

PERCENTAGE
WEBSITES ON MOBILE DEVICES NO. OF RESPONDENTS

APPS ON MOBILITY DEVICES

WEBSITES ON PC’S

0 20 40 60 80 100 120

51
 CHAPTER - IV

FINDINGS AND SUGGESTIONS

4.1 FINDINGS:

 Most (52%) of the respondents are female.

 Majority (79%) of the respondents are in the age group of 18 – 30 years.
 Most (57%) of the respondents are under graduates.
 Most (48%) of the respondents are students.
 Majority (76%) of the respondents are unmarried.
 Most (41%) of respondents monthly income is none because they are unemployed or
students.
 Majority (79%) of the respondents are purchase products in online.
 Most (47%) of the respondents are motivated to purchase products in online because
of easy to search and compare products.
 Most (47%) of the respondents are purchasing products through online because of
standard of the products.
 Most (53%) of the respondents are purchase products in online once in a month.
 Most (52%) of the respondents are purchasing products in online for less than
Rs.1000 for a month.
 Most (55%) of the respondents are prefer cash on delivery for online purchase.
 Majority (95%) of the respondents are feel safe and secure while purchasing products
from online.
 Most (51%) of the respondents feels that purchasing in online protect the customer
payment system and sometimes it’s didn’t because of fake website, fake calls etc.., so
it is in neutral.
 Most (54%) of the respondents buy more products in online than physically during
corona virus.
 Majority (63%) of the respondents are comfortable comparing to physical shopping
during COVID – 19.
 Majority (92%) of the respondents are using mobile devices for searching products
through online.
 Majority (92%) of the respondents are using mobile devices to search online for a
product or service.

52
  Most (31%) of the respondents are searching for food and beverages in online using
mobile devices.
 Most (49%) of the respondents have increased their online purchasing during COVID
- 19.
 Most (47%) of the respondents are using apps on mobility devices for purchase
products in online.

4.2 SUGGESTIONS

 In this study, it is found that, accessing the digital platforms has increasing year on year
in India. To match their requirements, marketers need to understand the behaviour of the
customers.

 Digitalization enables the customers with wide variety of products and services avail
within the doorsteps. Customers can evaluate the products in the market, which helps
them to choose the right product, but still people require awareness about the various
cyber-crimes in the digital platforms.

 Providing more competitive price can attract customers.

 Online shopping sites should increase the security for online payment.

 More attractive offers on products can attract more customers.

 Measures to be taken in order to avoid delivery of duplicate products.

 Measures to be taken in order to reduce delivery of damaged products.

53
 CHAPTER - V

CONCLUSION
The study entitled “A study on impact of the covid-19 pandemic on online consumer
purchasing behaviour in Salem town” has been conducted to analyze and evaluate consumer
behaviour towards online shopping. The study has been conducted by collecting primary data
with the help of a structured questionnaire from 110 respondents. The collected primary data
have been analyzed and interpreted with help of percentage analysis and is presented in the
form of tables and charts.

Online purchasing is one of the great aspects of the internet today. By choosing to
purchase on online, consumers able to enjoy many benefits, some of which are self –
explanatory, others that are not so apparent. Online shopping is a multi–billion business and
is constantly growing.
The conclusion for this survey has been made that people are doing more online
purchasing during corona virus as 54% of the peoples responded that they are buying more
products online during Corona virus and 24% of the respondents are not buying products
online during Corona virus.
After completing the project, it is revealed that customers are partially satisfied with
online shopping. Some corrections in the facility can fully satisfy the customers. Online
shopping sites provide a big platform for customers for shopping and they can save time by
shopping online. By removing the online frauds, sites can create a high place in the mind of
customers. Customers need fast delivery of good quality products, a wide range of products
and competitive prices are of the main factor that attracts people towards online shopping,
more improvements in these two fields can attract people more. Online shopping provides an
important role in the mind of customers.

54
 BIBLIOGRAPHY
BOOKS

R. S. N. Pillai and Bagavathi - ‘Modern Marketing’, Principles and Practices, Chand and
Company Ltd., New Delhi, 1999, Second Edition.

S.P. Gupta - Statistical Methods.

JOURNALS

M.Vidya, P.Selvamani – “Consumer Behaviour Towards Online Shopping – an Analysis with

Product Dimensions”. International Journal of Innovative Technology and Exploring
Engineering. ISSN: 2278-3075 Volume – 8 Issues – 125, October 2019.

55
 A STUDY ON IMPACT OF THE COVID-19 PANDEMIC ON ONLINE
CONSUMER PURCHASING BEHAVIOUR IN SALEM TOWN
QUESTIONNAIRE

I. DEMOGRAPHIC PROFILE OF THE RESPONDENTS

1. Name of the Respondent: ________________________

2. Gender:

(a) Male (b) Female

3. Age:

(a) 18 – 30 (b) 31 – 40 (c) 41 – 50 (d) Above 50 years

4. Educational Qualification:

(a) SSLC (b) HSC (c) Under Graduation (d) Post Graduation

5. Occupation:

(a) Salaried (b) Self Employed (c) Professionals (d) House wife (e)
Others

6. Marital Status:

(a) Married (b) Unmarried

7. Monthly Income:

(a) Up to 10,000 (b) 10,000 – 20,000 (c) 20,000 – 30,000 (d) Above 30,000

8. Would you purchase products in online?

(a) Yes (b) No

9. Which factor motivates you to purchase products at online?

(a) Easy to search and compare products (b) Search products according to specific
preferences (c) Wide variety of products (d) Saving time and effort (e) Others

10. Mention main reasons for purchasing through online.

(a) Standard (b) Less price (c) Good Quality (d) Design (e) Fast delivery (f) others

11. In a month how many times would you purchase in online?

56
(a) Once (b) Twice (c) Thrice (d) More than thrice

12. How much do you spend every month for purchasing products at online?

(a) Less than Rs.1000 (b) Rs.1000 to Rs.1500 (c) Rs.1500 to Rs. 2000 (d) Above Rs.2000

13. What is the mode of payment system do you prefer for purchasing products in online?

(a) Credit card (b) Debit card (c) Cash on Delivery (d) UPI (e) Net Banking

14. Do you feel safe and secure while purchasing products from online?

(a) Yes (b) No

15. Do you think that purchasing in online protect the customer’s payment system.

(a) Strongly Agree (b) Agree (c) Strongly disagree (d) Disagree

16. Do you bought more products in online than physically during Corona virus?

(a) Yes (b) No (c) Maybe

17. Do you think that purchase in online is comfortable comparing to physical buying during
COVID-19?

(a) Yes (b) No (c) Maybe

18. What kind of device you use for searching products or service through online?

a) Mobile devices b) Desktop computers c) Laptops d) Tablets

19. Do you use mobile devices to search online for a product or service?

(a) Yes (b) No

20. If yes, what are the products do you search online by using mobile devices?

(a) Clothing, (b) Beauty products, (c) medicines, (d) food and beverages, (e) Electronics,
(f) household items

21. What is the impact of COVID-19 on online purchasing by consumers?

(a) Shopped for the first time (b) Increased online purchasing

(c) Decreased/Stopped online purchasing (d) No effect

22. At this point in the outbreak, how do you most often purchase products in online?

(a) Websites on PC’s (b) Apps on Mobility devices (c) Websites on Mobile device

(d) Don’t purchase on online (e) Others

57