MBA GLOBAL BUSINESS

BUSINESS RESEARCH
CODE: MGC 610
RESEARCH PROPOSAL
ON
Evolving priorities: How COVID-19 rapidly reshapes consumer behavior
FACULTY NAME: DR. SEENA BIJU

Submitted by Group 2:
Name Registration No
Annu Sara Antony 190206037
Ansa Theresa 190206015
Nimmy Prakash Prakasan 190206026
Michelle James 190206021
Rupasai Sunanda Peesapati 190206034

Abstract
The COVID-19 pandemic is a major health crisis affecting several nations, with over 6.19
million cases and 376,000 confirmed deaths reported to date. Such widespread outbreaks are
associated with adverse consequences in various aspects. Keeping this in mind, existing literature
on the COVID-19 outbreak pertinent to changing buying behavior/patterns, psychological
behavior, sentiments/major concerns, social isolation that raised due to mandatory lockdown,
multisensory marketing, impact on various demographic factors, disease preventions strategies
were retrieved via a literature search on various research database in order to examine its
potential impact.
Such articles were classified according to their overall themes and summarized to the best of our
ability. The available literature has emerged from only a few of the affected countries such as
India, US, Pakistan, UK etc. and may not reflect the experience of persons living in other parts of
the world. The implications of this paper are to observe & analyze long-term behavioral shifts we
could see from the COVID-19 pandemic and the resulting shifts in consumer behavior. There are
several studies and they are even more focused on the current scenario, but a discrepancy or gap
was found in the studies concerning factors that impact the rapidly changing consumer behavior
due to outbreak.
The survey that we imposed is not a systematic or thorough view of the entire UAE population to
forecast future action. But to provide early insight into influences in shifting customer
purchasing behavior attributable to covid-19 across various categories. The aim of this survey is
to examine actions that consumers recorded adopting in response to COVID-19 and to analyze or
summarize trends in customer behavior across various factors that commonly occurred during
the pandemic.
In conclusion, we observed major shift in the consumer behavior, where majority shifted to
online shopping, psychological responses observed during lockdown such as an up rise in
domestic violence incidents, panic buying etc. However, there is a dire need for more
representative research from other affected countries, particularly its impact among vulnerable
populations such senior citizens, adolescences, low-income groups during the pandemic
Keywords: COVID-19, Consumer Behavior, Online Shopping, Multisensory, Convenience,
Psychological, Locdown, Social Isolation, Healthcare, Panic Buying.
INTRODUCTION
The outbreak of COVID-19 was started in China and then spread all around the globe. COVID-
19 has given huge impact on the economic development around the world. All non-essential
services and businesses, which includes retail establishments, educational institutions, places of
religious worship, public utilities and government offices across the country which will stay
closed during this period and all other means of travel have been stopped. With the enormous
scale quarantine, travel constraints, and social-distancing measures drive a sharp fall in
customers and business consumption. This situation has created as economic recession globally.
Thus, lives and livelihood across the globe faced unprecedented dilemma and chaos leading to
huge impacts to the business and everyone is trying to make a sense of this situation. It will keep
increasing as the movement of people becomes restricted and the countries go into forced
lockdowns. This is due to many factors which come and go at an alarming pace. Initially there
was a lot of chaos due to the items disappearing out of stock on digital shelves, then came panic
buying which later lead to further increase on online sales.
During such unprecedented times, companies are forced to put across the customer’s interest
first, this will lead them to learn how to make a lasting impression on the people with their
service quality leading to creation of first hand long lasting memories.
Previously, some studies have been done on some of these areas. (Balkhi, Nasir, Zehra & Riaz,
2020) makes a point widespread outbreaks of this uncontrollable sickness are thus connected with
psychological issues and manifestations of mental illness. Therefore in (Rajkumar, 2020) says that
it is of utmost importance psychiatrists across the world should be aware of these concerns and in
turn develop strategies to manage them that encompass both the needs of specific populations and
the precautionary measures necessary to contain the spread of COVID-19.
Since majority of the countries around the globe have imposed social distancing restrictions and
public health interventions had caused an epidemic of another sort which is loneliness. Under
ordinary circumstances, where individuals have control over the number and quality of their
interactions, the costs of perceived social isolation are actually high during this time frame.
(Yellowlees Douglas, P, 2020)
Similarly, in (Hildebrand, 2020) the author makes a point that, people worldwide continue to
adjust to today’s quarantine economy, channels and options that formerly seemed like digital
convenience are now a necessity. While they are still in need of rapid responses from health and
government organizations, majority expect brands, restaurants and other retailers need to meet
their demands on time.
Numerous governments worldwide, have limited or exhorted against non-essential travel to and
from nations and regions influenced or affected by the outbreak. Furthermore, physical
distancing measures are likewise recommended to forestall further transmission. Health care
providers taking care of someone who may be infected are recommended to use standard &
contact (PPE) precautions and eye protection. However, misconceptions are circulating about
how to prevent infection; for example, rinsing the nose and gargling with mouthwash are not
effective. At the moment there is no COVID-19 vaccine, though many organizations are working
to develop one.
However this will force the retailer to shift their marketing strategies to the next level
(Vredenburg & Phillips, 2020) mentions an interesting point that retailers have since quite a
while ago utilized the art of store atmospherics to encourage us to remain more time at the store
and spend. Various commonly observed aspects of atmospherics for example, aroma, music,
touch, temperature and crowding all help to create a sensory experience for customers and
benefactors. It was observed that customers will stay longer, spend more, feel good and be
progressively more satisfied & comfortable in a retail domain that engages their senses in a
satisfying way. However, the new COVID-19 environment has changed all that.
Research Objectives
The main objective of this paper is to review and summarize change in behavior of
consumer during Covid-19. As the COVID-19 crisis is advancing constantly, the concerns that
consumer have about the epidemic must be comprehended with regards to existing patterns
around job prospects/security, health-wellbeing, security and essential needs. The present
circumstances would also influence majority variables commonly considered when looking at
consumer spending intension & habits.
Therefore, the primary objective of this research proposal is to navigate through this increasingly
complex landscape of COVID-19 and how this exceptional circumstance have an impact on the
expectations of how the economy is likely to be affected and how their own behaviour( coping
strategies, buying behaviour) has changed in response to it.
The study gives us an insight into the changes in consumer behavior brought by the spread
of pandemic COVID 19. Since people are stuck at home, lifestyle category took a huge blow
in sales.
 Our specific research will explore how various terminologies (voluntary social
distancing, lockdowns, sudden shutdown of economic activity) has generated changes in
consumer behaviour
 Understand consumers sentiments/attitudes both before and during this time of
uncertainty
 Look at how these insights can teach organizations to confidently craft strategies in
emergency management preparedness
With the above objectives in mind, the current review was designed to summarize the existing
literature addressing changing consumer behavior, overall concerns & sentiments that consumers
possess, epidemic protection, changing multisensory experience & social isolation related to the
COVID-19 pandemic.
Hence, our research questions are also based around the same. They are as follows:

 How are people’s consumer behaviour/attitude changing their social impact in light of
Covid-19?
 Which groups specially in terms of demographic characteristics (such as age & gender)
are experiencing adverse impacts of detachment or isolation than others?
 Do certain socio-demographic characteristics, work roles or psychological characteristics
affect or incline a few people to poorer psychological encounters from this pandemic?
 How consumers are reorganizing/rearranging their lives since the outbreak?

Relevance (Importance) of study

COVID-19 pandemic is increasingly a historical challenge that the world is called upon to look
without advance planning. Notwithstanding an unavoidable financial because of the shutdown of
numerous monetary exercises, the pandemic is causing significant changes in the social
propensities for the populaces everywhere the world, and all things considered, a portion of these
progressions will persist post crisis One of the angles in which COVID-19 pandemic is causing
significant changes is in individuals' food buying and use direct contact because of the lockdown
and social separation orders just as uncertainty about what will occur in the future.
Understanding consumer’s purchasing behavior is positively helpful not exclusively to see how
shoppers' conduct changes and adjusts during this period yet additionally to provide a valuable
direction in emergency management endeavors. Thus, this quickly advancing public-health
crisis, shoppers are changing how they live and work. Furthermore, what and how they purchase.
We have reason to believe that a portion of these major movements will have enduring
consequences for consumer buying behavior. As a result, general health and economic crisis are
driving changes in customer behavior that could have long-lasting impacts. Thus, we surveyed
consumers to better understand these changes and its effects.

Hypothesis and their correspondence research design

Since Covid-19 pandemic continues to spread across the globe we are seeing differences in
consumer behavior's across various markets. Thus, we conducted a systematic literature review
of the impact of Covid 19 on various aspects mentioned above. We’ve obtained secondary data
from various portals/platforms in order to analyze the same.

Therefore, this will help us in gauging the public perception, response & attitude specially during
this ongoing pandemic. Through this, we will be presenting the public opinion with regards to
the developments in these areas and how this influences the decisions of the people in terms of
various aspects such as their lifestyle, consumption habits , fear of contacting the virus whether
they have altered their position towards these fields. In this way, this has profoundly impacted us
on various aspects such as the way universe work, just as our psychological and physical
prosperity. So, looking at that, we will also be looking at whether COVID-19 has changed the
perceptions of the people with respect to this field.

We believe that this can offer a new level of understanding to this study in order to identify the
areas where the impact of the new coronavirus (COVID-19) pandemic is expected to be massive
and global. While economic analysts & market researchers worldwide have encountered various
other crisis in their lifetime, they are altogether novel or unique their impact and are
consequently difficult to anticipate.

The purpose of this empirical study is to get first-hand information from the consumers who
have been affected by COVID-19, such as what actually were the impacts they thought that they
got , whether their consumption behavior has changed because of COVID & what their
sensitivity is towards the crises and what implications can be drawn from COVID for the
government, industry and enterprises in terms of market recovery. The hypotheses of this study
were established on the basis of a literature review and general attitude towards COVID impacts
on various aspects. They are:

 COVID has affected people’s behavior (personal attitude) and intensified concerns
(sentiments/concerns) in terms of epidemic protection.
 COVID has created negative impact between multisensory practices & purchase
intention during this prevailing period.
 COVID reshaped people’s purchase intention, behavior and buying patterns.
 COVID has created a negative relationship between consumer purchase behavior and
convenience of goods irrespective of their purchase intention. (PANIC BUYING)
 COVID creates social isolation which triggers or creates a negative impact on
consumer purchase behavior of various demographic factors. Social isolation is a
condition of complete or close by absence of contact among the people and the society. In
general.
LITERATURE REVIEW
There’s no doubt that this pandemic has created an unimaginably difficult business atmosphere.
Organizations are continuously encountering numerous various challenges as worldwide
outskirts close, bricks and-mortar organizations shut their doors and government worldwide
advised everyone to segregate or isolate at home. Due to all these impeding changes, many
companies on the other hand face temporary or even permanent closures, with staff facing
months of financial uncertainty and worry.
Therefore, consumer behavior has been forced to immediately change specially on a massive
larger scale. As a result, consumers who are in isolation or under lockdown phase can’t perform
their usual routines, especially since many shops have been forced to temporarily shut down for
safety reasons. Therefore, concerns about the availability of goods have encouraged panic buying
of items in bulk. Financial uncertainty and the prospect of a severe and long-term recession
create a massive backdrop which has led to an impact on consumers outlook on life, their overall
perceptions and behaviors. (King, 2020)
However, it was challenging for us examine the impact of COVID-19 and its intercessions on
purchase behavior on different perspectives & aspects (or some other financial or social
outcome), since authentic insights are regularly delivered with a significant delay overtime.
Luckily, most recent advances in information development have enabled the steady assortment
of such data and allowed us to analyze spending behavior as they happen during this worldwide
crisis.
With customers restricted in their home, their customer experiences will be new. This depends
on the delivery experiences and services. They are also emotionally available and therefore very
susceptible to empathy and care. So now the marketers have a real time pulse of the customer
and the changing needs and this also helps them to review on how they should be taken into
confidence. This also means creating a bond with the customers with empathy and positive
interactions. This will lead to a creation of loyal and customers, and to the customers their trust
in the business / company will either be revive to new heights or will break down in a very bad
phase where a comeback for the company will be very difficult. (Shaikh, 2020)
The customers have developed new habits, re-evaluates priorities and shifts consumption. With
the new normality where the standards have changed to flexibility and adaptability there will be
vast changes in the consumer behaviors.
The life forward, at least till the vaccine is found will include lots of social distancing and also
people consuming less as they will only shop for necessary items. This will bring in the new
wave of recession bringing along with it both short term and long-term impacts. The retail shops
will be expected a delayed recovery and they need to diversify themselves by learning the new
and rapid consumer behavior if they have to stay afloat.

Consumer Spending Responses & Panic Buying Behavior in COVID-19 era

The COVID - 19 pandemic has fundamentally changed the world as we probably are aware it.
Individuals are living differently, buying commodities differently than before and from multiple
points of view, exhibiting unique behavior. Supply chains have been tested. Retailers are closing
doors. Evidently, this has caused a shift in consumer behavior and these new habits will remain
in the long term & others will fade over time.
Below are some insights on how consumer habits have changed-:
In this article, (Balkhi, Nasir, Zehra & Riaz, 2020) the authors conducted a survey among the
population of Karachi & observed that before lockdown web-based shopping is less than offline
shopping, during lock down there was an expansion in internet shopping. Therefore, respondent
reported pay through cash followed by credit card, but during lockdown no of respondents who
use cash money has diminished and digital transaction performed online have expanded.
Services provided by these sites are needed by people for working, entertainment etc. However,
lockdown has made numerous issues for everyone life specially the poor. (Roy et al., 2020)
empathize this noting that in India majority of poor couldn’t carry smart phone and because of
less education they don’t have knowledge of technology thus a significant number of them have
less knowledge about online shopping. Some complained obstacles in Websites shopping, for
example, not getting conveyance/delivery on time and even not providing legitimate proper
ordered goods. They proposed that online sites could center around expanding the trust of people
by providing timely order, by keeping up quality of product and need to motivate individuals to
purchase. Thus, this will continue to be a prominent channel for consumer buying going
forward. Thereby organizations that haven’t historically been easily available online must rapidly
adapt to the “new normal” or they won’t survive.
(Waliul Hasanat et al., 2020) Through analyzing it’s found that the online businesses are
seriously hampered because of this pandemic disease. Many e-commerce corporations rely on
China for half of their merchandise products. Therefore, this deadly virus is assumed to have a
severe impact on the online business in Malaysia, especially the Chinese products. Therefore,
with the rise of COVID 19, the countries are facing an immense issue which lead to the
enhancement in the trading situation among China and Malaysia. The purchase behavior of the
customers would be influenced due to the lockouts in the nations since there would be a lack of
availability of products and services in the various outlets and stores.
Shop owners in response took different measures, from asking visitors to mandatorily wear
masks, to marking spots outdoor shops for patrons to face to safeguarding social distancing.
DMart, is letting consumers enter their stores in clusters through token framework to maintain
safe distancing, observing internal heat levels, disinfecting their hands, and often cleaning
streetcars.(Rampratap, 2020)
(Ngoc Long and Huy Khoi, 2020) During onset of the lockdown, participants reported that they
had spent more money than expected over the most recent fourteen days on cleaning supplies,
personal hygiene products, and food (hoarding). It’s also possible that some households increase
their home inventories to scale back the amount of future shopping trips. Consumer discount
rates and time horizon during a consumer’s mind when deciding what proportion to shop for now
for later consumption. thus, making future consumption more of a priority, and resulting
in excess inventory holding. While stock outs happened, the price that influenced those stock
outs appears muted by a responsive supply chain. This is often to not say that pricing has not
happened within the face of spikes in demand, but we've the power to guard consumers through
established Federal and Provincial consumer protection and emergency legislation.
Psychological Health, Mental Health aspect/ Psychological and Behavioral
Response to the Coronavirus (COVID-19) Pandemic
Since the coronavirus pandemic is rapidly spreading across the world, it is inducing a
considerable degree of fear, worry and concern in the population at large and among certain
groups in particular, such as older adults, healthcare providers and people with underlying health
conditions.
However, a psychological response was observed that in order to feel people are taking such
proactive steps and buying healthcare products that claim to improve immunity. This trend is
likely to stay because people are understanding the importance of their health and well-being.
(Schiff, 2020)
Misinformation surrounding the pandemic is deepening the divide between various communities
that are blaming each other for the spread of the virus. (Roy et al., 2020) recorded that fear
among the general population created stigma and hatred especially in India and that has risen
among certain population which made the affected people hide their illness and not seek health
care immediately. Various stakeholders of the general public appealed to maintain a strategic
distance regardless of these endeavors because of their attitudinal issues numerous individuals
overlook significance of these safety measures. Participants reported feeling paranoid & anxious
with the thought of contracting the disease & basically reported being worried for themselves
and their close ones, sleeping difficulty, repeatedly discussed the pandemic with their friends.
Many felt scared when someone in their social circle became sick.
Domestic Violence – Reported cases of domestic violence have more than doubled in during the
lockdown to slow the spread of the coronavirus, (Bradbury‐Jones & Isham, 2020) raised the
emerging concern that domestic violence rates rose as a result of the lockdown that is being
imposed by many countries across the globe. Thus, this mass endeavors which was established in
order to save lives have rather placed people in abusive relationships more at risk. But the most
serious consequences domestic homicide and unfortunately during the pandemic, there has been
an apparent increase. Thereby this pandemic creates a paradox as regards staying safe at home
and it is one to which we should all pay attention but a critical mindfulness of what this means
for many women and children is equally important
Impact on healthcare workers - Healthcare workers are extremely affected from this pandemic.
A cross-sectional survey study (Lai et al., 2020) among workers in several healthcare centers
that are furnished with fever focused wards for patients with COVID-19 in China indicated that
an "extensive" extent of healthcare workers revealed symptoms of depression, uneasiness, sleep
deprivation, and overall distress during their working hours. This was particularly valid for
female nurses specially those located in Wuhan and other front line workers directly
straightforwardly occupied with diagnosing, treating , nursing patients with suspected or
affirmed COVID (Adams & Walls, 2020) Vaccine development and research into medical
treatment for COVID-19 has imposed pressure on the global health care workforce & continues
to intensify. Healthcare personnel potentially face an overwhelming burden of illnesses that
stresses health system capacity and experience the adverse effects that they face during this
pandemic including the risk of infection.
Under this article (Shanafelt, Ripp & Trockel, 2020) the authors state that in order to protect
themselves and their family the healthcare staff should change from hospital-supplied scrubs to
personal clothes to return home, but this might increase anxiety especially among overworked
caregivers. Health care professionals should likewise feel empowered to defer less huge and
time-sensitive activities. It honors and thus could aid to strengthen the compassion of well-being
care workers who risk their lives to help patients infected with this deadly sickness.
Psychological Impact among nations- When describing about the psycho-behavioral response
to this crisis among the population of Karachi. It was displayed that the spread of the virus had
resulted in subsequent development of fears among the target population & more likely to fear
for the safety of their health even at home. Karachi rate of avoidance behavior and
implementation of non-pharmacological preventive measures. Results display that many were
apprehensive of leaving their homes, majority felt fearful if a family member went outside some
pretended to be sick in order to avoid going to their workplace/educational institute but
continued to visit prayer place. (Balkhi, Nasir, Zehra & Riaz, 2020)
COVID-19 pandemic is probably going to put a significant strain on community mental well-
being centers and state psychiatric clinics. Resources platforms should enhance check-in
functions to provide regular contact with individuals. In order to curb this in United States
(Clements, 2020) reported that this requires systems that are well-designed and well-prepared
to provide patients with this care, from screening to overflowing mental illness that will
inevitably emerge from this pandemic. They could consider training non-traditional groups to
provide first aid psychology, helping to instruct the lay public to check in and provide support.
Medical care has expanded the attention of tele-mental health services to include mental health
counseling, and visits to virtual psychologists. And health systems in the public and private
sectors will need to develop mechanisms for refilling and delivering essential medicines
including psychiatric drugs.
On the other hand, it was observed that anxiety can result into panic buying, leading to
exhaustion of resources. Media reports about shortage of resources further increment panic
buying. This in addition enabled, people to started adopting undesirable lifestyles and dietary
modifications under influence of such rumors. & myths observed under social media platforms
(Rakshit & Singh, 2020)
People generally like to control things during a crisis period and that brings them some aspect of
certainty. People don't want to engage in any kind of debate, and they are pushed by moral
insecurity to take action to alleviate anxiety and bring back the sense of control The phenomenon
can be explained as a remedy to reduce the fear and anxiety of losing control over the
environment which alleviate panic buying. It has been in observed in Great Britain that people
sometimes believe during the calamity crisis that the government will not be able to control
black marketing and provide support. Lack of trust and anticipation of resource exhaustion could
be responsible for panic purchases People get a threatening perception from media reports that
people buy excessively raises more panic. Another important factor is the way they portrayed the
viruses or any pandemic in the films. People tend to learn from them and try to imitate each
pandemic they face which are the core factor responsible for the panic purchasing phenomenon
(Arafat et al., 2020)
Analysis into sentiments & concerns
During unprecedented times, humans gravitate towards comfort and reassurance. This is on the
grounds that shoppers would prefer not to take part in any unnecessary dangers and exercises
that could compromise their wellbeing & finance This is where the brands will have to work
towards offering reassurance through leveraging perceptions of value, transparency and
providing comfort.
The common prevailing sentiments that everyone experience are worries about the wellbeing
and safety of oneself and family as well as the general wellbeing. While majority of the people
are idealistic or optimistic about a fast-monetary recuperation, they are still encountering
declining income and are cutting back their spending in all fields/categories, with the exception
of household goods and entertainment at home.
It was observed at a shortage of PPE endangers the safety of healthcare professionals worldwide
which is significant reason for concern. Due to limited availability of N95 masks, respiratory
isolation rooms, and PAPR (Powered Air Purifying respirators) particularly in outpatient offices
that are needed to feasibly evaluate every patient with respiratory illness. (Shanafelt, Ripp &
Trockel, 2020)
Additional concerned observed is that many worry about the welfare of family members in times
of crisis plays a critical role in heightening. The respondents also expressed concerns over the
current infectious control measures, this may lead to mistrust and dissatisfaction in the measures
being taken by the government & may be the motivation behind why individuals are loading or
stocking up their essential goods. (Balkhi, Nasir, Zehra & Riaz, 2020)

It observed that there dire need to prevent the spread of false information over social media and
form legitimate portals where people can obtain information from reputable government sources
.Thus government should focus on making their future endeavors clearer and provide updated
information to both the general public and health care providers in order to reduce their ongoing
concerns and build trust in the government to ensure future cooperation so as to curb this
infection. (Fontanarosa & Bauchner, 2020)
Ongoing care for chronic illness patient- Patients should also be encouraged to accept
available homecare services, which maybe essential to preserve their health, but which they may
have previously declined because of concerns about exposure to COVID-19. In this article
(Bachireddy, Chen & Dar, 2020) the author recorded that Medicaid programs (government and
state program that assists with clinical /medical expenses for certain individuals with constrained
pay and resources in the US.) as a response to keep providing treatment to chronic patients may
transition to home dialysis at the earliest possible by getting rid of facility authorizations on
equipment. These agencies should play a key role in providing access to care, creatively
expanding capacity of clinicians and well-being care centers, and promoting infection control.
The article highlights that the development and implementation of routines, particularly for
youngsters who are out of classroom experience ensuring that they need access to regular
programmed work. Even though Online substitutes for daily assignments & learning can be
extremely helpful, but not all students are privileged enough to have access to technologies that
enable remote connectivity, thus such instances may impact their continuity of learning and
socialization which of utmost importance at this stage.
Another major concern that emerged during this pandemic is domestic violence and abuse, it is
critical that we have on-site monitoring, intervention and reporting mechanisms for this issue.
However, those who are at risk of abuse may have limited chances of reporting or seeking
assistance when lockdown require long-term home cohabitation and restrict unnecessary travel.
Similarly, since schools are closed, there is a real possibility of child abuse epidemic. That
concern is so significant that Mental Health UK has issued guidance on psychological first aid.
Thus, there is to need balance the necessity for social distancing with the supply of safe places
for people in danger, and social services systems will need to be creative in their approaches to
tracking cases.

Convenience of goods (Essential V/S Luxury)

The uncertainty caused by the Covid-19 pandemic has led to many wondering what impact the
brands, retailers and eCommerce as a whole will experience during the pandemic. It's also
uncertain how this will affect consumers and what the new "normal" looks like.
Comprehension of the trend and impact of the COVID-19 pandemic on panic buying is
imperative. Due to the lockdown of offline shops and restrictions on human contacts and social
interaction, it is even more crucial to understand this trend from an online and social interaction
or perceptive.

The author states that (Cranfield, 2020) people started relying heavily on online delivery
services. This has already been developed but in some countries but is not yet developed as per
the current requirement. For example, in hotels and food industry, the concentration will be in
clearing out and delivering the food and this occurred due to lesser moments of indulgence for
walk-in customers.

Hazard evasion will straightforwardly shape each choice taken by an individual. For instance,
shoppers will receive a back to essential or basic methodology, going to items that they
associated with solace and idealism. Additionally, new and exotic items, for example, luxury
goods will be seen as progressively costly and consequently very few individuals will purchase
that specially during this pandemic. This gives the open door for the more seasoned items to
make a rebound into the lives of the clients, as these familiar products are associated with
comfort. (Hughes, 2020)

Groceries Spending- During the onset of the pandemic, indispensable items such as milk and
beverages were either out of stock. However, some fresh food like vegetables and fruits
continued to be supplied but thanks to lock down impact might not be getting to shops on time. It
was observed in India, under this article (Rakshit & Singh, 2020) that preliminary panic buying
for hygiene products specially hand sanitizers, staple household product like Maggie, dairy brand
Amul & canned foods caused a rise in the rate of consumption. Round Table India has propelled
a free home delivery service for senior resident living alone who are the most vulnerable during
this pandemic. In UK researchers (Chronopoulos, Lukas & Wilson, 2020) observed the same
but decrease in purchases of electronic products and huge increment in deals of food supplies.
However popular Indian supermarket chain like Big bazaar, Reliance Fresh face issues like lack
of labor, deficiency of vegetables and are accepting limited orders. D bazaar's trucks are
conveying essential products of groceries and vegetables and promises to sell to premises of the
society 3 hours after registration. Majority of the retailer kept the strategy of purchasing
groceries such as Durables and Perishable goods which increased demand opportunities for
serving consumers at home. The challenges of managing stock of essential goods, supply chain
management, delivery, and maintaining their retail store in a safe environment. On the other
hand, non-essential goods, such as fashion and footwear, are facing a significant drop in sales
and therefore need to adopt new ways of reaching out and engaging customers. However, Uber,
Ola, Zomato, Swingy managed doorstep deliveries, courier and logistics for organized retailers
& provide warehousing services in order to facilitate non-stop flow of essentials to households.
Most retail grocery stores remain open but with less hours and imposed limits on the number of
individuals within the store at any given time, and limits on what proportion of an item one
may buy on one shopping occasion. (Rampratap, 2020)
A tsunami of such disruptions can bring about huge changes in customer behavior. Consumers
separate their purchases as 'essential' and 'non-essential' products with care. While major cities
have declared self-isolated, lockdowns and following social distancing have directed towards the
enhancement in the activities of the user. This is considered as the only means through which the
population of the nation can be able to survive this pandemic situation. (Chauhan & Shah,
2020) Increased numbers of audiences are trying to gain benefits from the digital grocery
facilities. Malaysia, Taiwan, Thailand, Singapore, and Hong Kong have experienced increase
online traffic on the food delivery. US on the other hand saw a sharp spike in initial spending, as
Americans scrambled to stockpile on non-perishable food, hand sanitizer, and toilet paper from
Big Box stores like Walmart, or Wholesale Clubs like Costco. Pharmaceutical purchases
declined the most possibly as individuals cut back on their healthcare expenditures during this
time.

Impact of multi-sensory marketing during Covid

Multi-sensory encounters like sight, smell, taste and sound attract & influence people the need to
purchase things into the future, though progressively proximal sensory encounters like touch and
taste lead to more immediate purchases.
Vision refers to the internal or external visual appearance of store uses different colors, sizes,
designs, shapes and so on help in improve visibility and create a lasting impression. Olfaction
incite feelings of happiness, put individuals to better state of mood that impact them to make
purchases independent of costs. Auditory involves pleasant sound/music provide greater sense of
relaxation and leisure in store which also help raise the time spent by individuals at malls. Touch
and feel are vital because it increase consumers’ confidence towards product judgements,
prompts consumers to pay more for the item. (C, 2020)
Physiological responses as lighting and color provide a sense of imagination and visual sense.
identified as an important driver of having positive impact on mood, preference and consumer
behavior communicating with unconscious needs (Hultén, 2020)
Marketers try to apply strategies to activate the senses of the user so that the perceptions of the
user could be improved. Incorporating senses remains challenge as specific items during this
pandemic. Various studies have identified factors that drive customer liking, providing
companies the understanding needed to optimize new products and to enhance profitability of
existing ones. The results show that main factors which drive consumer preferences for this
concept are color intensity and flavoring which consumers are unable to enjoy during this
pandemic. However, the information about their preferences can be passed to required retailer
quickly with the help of technological advancements in the current scenario. The interaction
between senses can help to stimulate a consumer`s relationship with a brand foster a lasting
emotional connection that optimize brand loyalty which cannot be possible in this scenario.
(Goyal, 2017)
In this article the (Vredenburg & Phillips, 2020) author states that New Zealand, imposed
restrictions as so to curb or reduce the spread of the virus which includes restaurants and bars
turning down the music volume as raised voices, it seems, generate a wider “moist breath zone”
which may increase the viral spread
Retail guidelines in New Zealand suggest customers just touch and try on only the stock they
expect to purchase. In the US, no touch retailing seems increasingly likely in order to avoid
spread of infection by contact.
Such measures confound conventional retail theory, which suggests the more consumers touch,
sort through, sample and try on, the more they buy however the pandemic impacts such buying
behavior which occurs at conventional store. The evacuation of testers for items such as beauty
care products, for instance ever the outbreak Sephora altogether significantly made changes for
their shopping experience. (K and Kumar R, 2017)
At last, if retailers and hospitality service providers need customers to return in more prominent
numbers the objective will be to limit the apparent risk of infection of the disease.
This can negatively affect consumer behavior, so managing the emotional component of the
retail or dining experience becomes an even more crucial part of the overall value offered.
Older Respondents who buy from offline said that they don’t have trust on quality of online
shopping and only trust on self-touch to vegetables. Since Numerous in-store customer
experiences were fixated on making fun, entertainment and engagement. After the pandemic,
buyers may assess their experience in a store dependent on how clean the store is, not having to
touch a screen and whether the store is sufficiently spacious to permit social distancing, Luxury
merchandise retailing has been trending downward, no longer are such goods privileged
purchases of the rich and the elite, but they have also made advances among the middle and
lower-class customers. Hence, due to the pandemic situation consumer choices can be difficult to
predict in a period of rapid product innovation and technological change.
Over the last few decades, due to technological advances marketing has changed drastically,
developing from unidirectional communications from companies to consumers, into dialogs
between companies and consumers which still can be utilized during the pandemic. They
demonstrated that changing a product’s visual depiction online leads viewers to imagine
interacting with that product and can thereby increase purchase intention. (Krishna, Cian and
Sokolova, 2016)
Due to the current scenario consumers spend their time watching TV ads and other traditional
advertising practices. Marketers who focused on providing an enjoyable shopping experience
and a transcendent sense, should spend portion of their marketing budget to reach the minds and
hearts of people online (Sayadi, Mobarakabadi and Hamidi, 2015)
The connection between those senses is particularly clear when people are asked to describe a
brand that involves both the aspect of taste and smell which cannot be possible now unless they
used that particular product.
Sensory marketing is the marketing future, and it is bursting. Technology makes sensory
integration & marketing more practical and affordable; it endeavors to attract customers &
creates brand preferences thereby stimulating the unconscious mind of the consumer. The right
sensory elements can create amazing impacts, such as relaxing, energizing, calming and mood
improvement, and subsequently affect decision making and real behavior.
Intuition ensures the peace and safety of customer’s unusual situations, providing them with
maximum care and attention. Impression is' the image, reflection or trace left in the mind of a
client by the surrounding photos of the retail environment. Thus, the retail store’s internal and
external environment are significant attributes since these perceptions affect the actual behavior
of the customer. (M. Ali and O. Ahmed, 2019)

Social Isolation compliance in the COVID 19 Era

During the covid-19 pandemic, physical distancing measures (likewise called social distancing)
have been executed in numerous nations to hinder viral transmission and delay the spread of
disease. These measures extend from compulsory quarantine to voluntary self-isolation and have
included some significant pitfalls of socially isolating numerous individuals, putting their
psychological and emotional wellbeing at constant risk. Key areas of social interaction,
connection, and support have been affected by the closure of restaurant, cinemas & other places
of entertainment. (Bodas and Peleg, 2020)
During this unfortunate crisis, individuals experience loneliness. Suicide and homicide have been
reported, substantial anger generated, and lawsuits brought following the imposition of
quarantine in previous outbreaks and the current pandemic.
People working from home as businesses close doors and encourage remote work. Many
employees plan to work from home more regularly in the future. A high percentage of employees
feel they have the right conditions and tools for remote work, but some miss social contact. One
potential consequence is that numerous individuals won't work as much, just on the grounds that
nobody is observing intently, and it is more harder to get that pat on the shoulder or kind word
for extra effort on the job.
One of the key themes that everyone experienced was an inclination of misfortune & loss. For a
few, social separating has implied loss of job or income. For other people, it has implied lost
structure and routine as individuals battle to offset telecommuting from home with child room.
For everyone it has meant a loss of self-worth, loss of motivation and a loss of meaning in daily
life.
A few people are fearful that they will encounter wellbeing or social issues after the lockdown,
while others intend to return to normal degrees of social activity at the earliest opportunity
possible. One of the enormous stressors for individuals was the fact that they don't have the any
idea to what extent the lockdown will last. It is conceivable that individuals will be less steady
and supportive the more drawn out these proceeds are. Although a few people are worried, they
will in any case be on edge about socializing for quite a while once the lockdown ends, others
are as of now planning loads of social exercises when they are able too. Government needs to
take this into consideration as they plan their lockdown exit strategy. Social isolation has been
found to consistently increase with age, reliably poor health conditions, negative practices across
all ages. Thus, it might be less predominant at more younger ages yet is then significantly more
strongly connected with unforeseen chronic health conditions and practices at older ages.
(Banerjee, Burkholder, Sana and Szirony, 2020)
Older adults- Older adults are more likely than people of other ages to develop serious illness if
they contract coronavirus. Due to their increased vulnerability to the virus, it is important for this
population to practice social distancing, among other safety measures. These measures may
restrict their associations or interactions with guardians and loved ones, which could prompt
feelings of loneliness & anxiety notwithstanding broad sentiments of vulnerability and fear
because of the pandemic. The author (Steinman, Perry & Perissinotto, 2020) states that Social
Isolation can directly affect cardiovascular ailment risk factors. Perceived isolation and
loneliness are related with expanded sympathetic or anxious nervous system which in turn
increases aggravation and diminished sleep, all of which can peak up brain and cardiovascular
maturing and cortisol reactions to stress. Loneliness builds risk for dementia in case of older
patients, anyway the absence of social association itself may likewise be an essential factor as
social incitement can help maintain brain wellbeing.

Isolation among children and teens- Existing dysfunctional behavior among adolescents might
be exacerbated by the pandemic, and with school terminations, they won't have a similar access
to key emotional well-being administrations. Suicidal ideation is another major emotional well-
being hazard among adolescents. With long stretch closures of daycare centers and schools,
numerous parents are experiencing constant disturbances in their everyday schedule. More
people begin telecommuting and venturing outside just to buy basics and are consistently
worried over the perils of getting infected in jam-pressed spots like shopping malls and
convenience stores. People who are kept under isolation & quarantine experience trouble and
along these impacts the level of adherence level to the personal protective or defensive measures.
(Kamal et al., 2020) https://www.kff.org/coronavirus-covid-19/issue-brief/the-implications-of-
covid-19-for-mental-health-and-substance-use/

Impact on Retail shops - (Roggeveen & Sethuraman, 2020) the authors arise a point that since
lockdown was imposed retail stores specifically in Asian are permitted to open at confined or
restricted time i.e. between 6am to 9pm which is the most busy time and it is of utmost
importance that while shopping clients have to maintain social distance and follow guidelines.
For maintaining social distance, the Prime Minister has taken choice of lockdown or curfew in
India and in this way urged them to remain at home and maintain social distance. All worship
places where people gather, restaurants, hotel & transport services are closed to motivate this
initiative. Hospitals are opened and Doctors, nurses, cleaners are working constantly in order to
protect people. D Mart are issuing colored token which are fully sanitized & the staff alert the
customers with time limit. Maximum time limit for each color token is 20 to 30 minutes.

How Covid affects different Demographic groups (Age group, Gender,

Education)
COVID-19 is causing serious wellbeing social and monetary issues a few of which are
straightforwardly identified with demographic factors. Such socio-demographic factors reflecting
individual and household lifecycles. This is often not to say that socio-demographic factors drive
demand changes on the contrary, changes in food demand resulting from COVID-19 can have a
differential effect across individuals and households with different features.
Old and young- While the demographic changes in populace development and urbanization may
make it simpler for infections to spread, populace aging makes us progressively much more at
risk against the virus. While individuals of any age can get infected with the coronavirus, older
adults might be more in danger somewhat in light of the fact that they're bound to have at least
one noncommunicable or chronic ailments which were found to increase the risk of chronic
issues such as cardiovascular ailments, cancers diabetes, and chronic respiratory illness. Youth,
in contrast, seems to be protective, as WHO reported that a moderately low occurrence in
individuals under 18, who made up just 2.4% of all reported cases. (Kaneda & Greenbaum,
2020)

Authors in this survey study (Chronopoulos, Lukas & Wilson, 2020) observed distinctions in
spending for dining and drinking in various age groups and found that during the onset of this
pandemic more younger people begin to spend less on this category than more older clients. This
propose that more younger individuals were quicker to respond to news and public health
announcements to evade non-essential journeys and gatherings. Participants with higher income
were increasingly knowledgeable & revealed that panic purchasing behavior were more in Gen
X and Millennials. It was discovered that Baby Boomers were progressively proficient about
COVID-19 are less inclined to take part in purchasing behavior that could be viewed as
hoarding.
In UAE, there had been a higher occurrence of 20-44-year-old's trying positive for coronavirus
including recklessness and inability to comply with the restrictions & warning also the false
confidence among young people wouldn’t be as affected by the virus. The occurrence is higher
on the grounds that according to UAE demographics, a dominant part of the populace in UAE is
comprised of expatriates of which a huge area falls in the age group. (Chaudhary S B, 2020)
Men & Women- The impact of gender on susceptibility to Covid-19 is less clear than the age
impact, yet preliminary information recommend men may be more at risk to the disease
compared to females. According to this article (BEGLEY, 2020) the male-female distinction in
casualty rates, and perhaps in detailed instances, may emerge from contrasts in underlying
health. Individuals with prior ailment are bound to get seriously sick from Covid-19, and men
have a higher occurrence of such incessant sicknesses like cardiovascular disease. Males were
bound to fear leaving their homes after the pandemic & pretended to be sick & considered
quitting their jobs. Then again, females were bound to buy additional amount of food supplies in
dread of them going out of stock. They discovered that the number of times males washed their
hands after the outbreak was more than females. https://www.statnews.com/2020/03/03/who-is-
getting-sick-and-how-sick-a-breakdown-of-coronavirus-risk-by-demographic-factors/

Given that the COVID-19 crisis influences both gender in various manners, measures to
determine it must consider females into account. In the sense that ladies and girls since the
pandemic face vulnerabilities in the home, on the front edges of medicinal services thereby such
labor market must be addressed thoroughly (Durant, 2020). Since the crisis began, there has
been a significant rise in domestic violence among women- First, experience shows that
domestic, sexual, and gender-based violence increases during crises and disasters. It happened
during the Ebola and Zika epidemics. Under conditions of isolation or stay-at-home measures,
ladies and children who live with violent environments are presented to be significantly more at
risk or danger. https://unctad.org/en/pages/newsdetails.aspx?OriginalVersionID=2319
Second, most of those on the fore liners of the pandemic are ladies, which make up 70% of all
health staff worldwide. In this way there is a need to engage these ladies, by giving more
resources to the individuals who additionally accept primary responsibility their for family &
household work. Progressively, that could incorporate thinking about caring infected relatives,
which will expose these ladies to much more serious hazard.
A considerably increasingly significant factor for differential impacts on ladies and men is that,
over the span of the pandemic, most nations have chosen to close schools and day-care centers,
which has dramatically increased the need for childcare. In view of the current dispersion of
childcare obligations in many families, mothers are probably going to accomplish a greater
amount of these undertakings than fathers and consequently wind up in a burdened economic
position,
One way that the present crisis is uncommon is that, during the downturn or recession, men are
regularly hit more harder than ladies regarding joblessness or unemployment. This is on the
grounds that more men work in ventures that are intently attached to economic cycles for
example construction and manufacturing. Ladies on the other hand dominate more in enterprises
not attached to such cycles, for example, healthcare and education.
Income groups - During the pandemic, the most affected groups are vulnerable sector or Poorest
of society who confided in daily wage for their living. High income individuals spend relatively
more that low income people.
Individuals uniquely from middle class are aware about impact of COVID-19 and significance of
Lockdown and utilize web based shopping strategy to decrease the hazardous effects Due to less
education, poverty suppliers are not in a form to utilize computerized exchanges same goes for
their clients uncommonly from less fortunate segments. Low pay workers in developing nations
face a higher danger or risk of income misfortune during the Covid-19 lockdown as it is less
conceivable to conduct their employments from home.

Safeguarding the Safety Net and Protecting Public Well-being (Epidemic

Protection)
Around half of the world’s population is on lockdown as an attempt to stop the spread of
COVID-19, a public wellbeing crisis that has claimed millions of lives and incremented fears of
the world’s terrible global recession since the Great Depression.
In this way customers ought to be cautious as shopping is not, at this point a leisure activity, and
ought to limit shopping frequencies, continually utilize protective gears. Another initiative that
retailer use is smart dome which resembles a dome security camera, once it detects people in the
monitoring areas it announces the message stating to maintain safe distance. These devices are
commonly used in zones such checkouts, service counters, passageways, and busy departments
of the retail.
(CDC), and (NIH), started making suggestions or recommendation to restrict social contacts,
encourage wise use of medical supplies including masks, and guarantee public in general about
the unwavering quality of the food and consumable products supplies. However, on the onset of
the lockdown period, in US & UK there were reports of undergrads waiting in long lines at bars,
individuals purchasing medical grade masks and hoarding everything from toilet paper to milk.
This is certainly not a decent sign for the nation as ignoring official recommendations that signal
hoarding of goods, doesn't look sufficiently good to contain the spread of the virus and limit
exposures to vulnerable populations.
Method of transmissions of this infection can be transmitted through droplets, may transmit
through direct contact with infected individuals and remains noticeable all around for a more
extended timeframe. As far as awareness towards Covid Pandemic, considerable number of
responders were moderately aware of the essential components of the disease, many viewed
fever and cough as the primary indications of Covid. (Shaikh, 2020)
Retail - Retailers need to provide facilities to their customer and suggest hygiene factors to
employees in order to break the spread of the virus. They should clean every surface and article
precisely and consistently with disinfectant, provide training and informational materials to all
staff and suppliers and make them up to date regarding the standard preventive measures.
Wearing masks should be mandatory at supermarkets; convenience stores and otherwise people
are refused to enter without the mask. Malls' management drew circles on the floor to maintain
social distancing and demonstrating a solid choice for individuals who come out of their homes
to buy groceries. Malls are executing temperature screening of customers by the entry point with
the goal that they will have the option to recognize the Covid affected individuals. If any
customers presenting with symptoms, the staff will stop them and propose them go to
government health facility immediately
Retail malls are practicing different aspects like loose materials pre-packing, sanitizing the
surrounding that are issued by central government, however Big retailers are presently
dispensing only essential items amid the lockdown. They are packing loose commodities like
flours, sugar, cereals etc. & are packing with different quantity sizes in order to avoid human
touch.
Healthcare - Epidemics and pandemics have their unique characteristics in terms of causality,
progression and control measures, it been seen in a previous study that health professionals often
have better awareness , positive mentalities towards epidemic/pandemics and they regularly
experience low degrees of anxiety. However, an investigation from Ethiopia detailed, poor
knowledge and awareness from healthcare professionals during the Ebola outbreak and
accordingly this urged intense training for the such professionals. (Roy et al., 2020)
And demanded that individuals remain at home and only leave for an essential reason such as
buying food, collecting medication or carrying out a key worker role. Online courses for
awareness of healthcare workers around the world were initiated, funds were raised all around
and Strategic Preparedness and Response Plan (SPRP) was set up which expected to secure the
states or countries with more weaker healthcare frameworks. Educational institutions have been
closed down. The uncertainty and postponement of assessments has unfortunately stressed out
the students.
Environmental services workers should increase the frequency of cleaning of commonly touched
surfaces such as light switches, elevator buttons etc. Health care workers must self-screen,
report indications or signs of ailment and not engage in patient care while exhibiting infectious
symptoms thereby this will assist in diminishing the danger or risk of infection of the disease.
Medical clinic work force, including guardians, support staff, organization and preparedness
teams all will be worried by the difficulties or challenges of a drawn out response to COVID-19,
and management must underline the significance of self-care as the focal point of the response.
Training ought to be given to undergrad medical students with the goal that they can give
counselling and treatment in light of the fact that as odds of contact transmission and the number
of cases increases medical teams can sought from medical students. Infection Prevention/control
may include safe management of a dead body in the context of COVID, consideration for
Quarantine of Individuals. Health workers should in cooperate exposure risk assessment and
management & arrange home care for those patients who are suspected with Covid infection
presenting with mild symptoms, infection prevention and control for health care workers caring
for patients with suspected Covid.
CDC & NIH made suggestions that the overall population ought not utilize masks with the goal
that they are saved for front-line healthcare worker due to shortage. In case of healthcare
workers, it is commended to use of PPE including a gown, gloves, and either an N95 respirator
or air-purifying respirator (PAPR). (Adams and Walls, 2020)
https://jamanetwork.com/journals/jama/article-abstract/2763136

A trip to the clinic or hospital may be mainly risky or challenging, creative solutions such as
home health nursing evaluation or a house call (while keeping stringent infection control
safeguards) should be considered. The role of social policies, for example the supplemental
nutrition assistance program, housing support, and paid sick leave for hourly employees will be
vital for ensuring the health and well-being of vulnerable population.

India, the manufacturing center of vaccines, is inside the main part of the activity because of the
worldwide pharma industry races to seek out a cure or vaccine for Covid-19. It implies India, the
manufacturing center point of immunizations, is inside the main part of the activity because of
the worldwide pharma industry races to search out a fix or antibody for Covid-19.
Fast Food - Fast food giants like KFC, Pizza Hut focus on offering convenient, affordable food
safely to protect both employees and customers and with low contact through drive-thru,
carryout and Contactless Delivery( on home delivery basis, they use sanitized mini-stools to
place food on while they step back to keep a safe distance from the customer’s home entrance).
Strategies for preventing transmission of the sickness incorporate keeping up good personal
hygiene, washing hands, abstaining from touching eyes, nose, or mouth with unwashed hands
etc. The individuals who may already have the infection are advised to wear a surgical mask in
public. They plan to install counter shields to add a barrier between team members and
customers in restaurants where carryout remains available. They launched a worldwide medical
alleviation reserve to offer monetary or financial support for restaurant employees who are
diagnosed with the virus or who are caring for diagnosed with COVID-19.
COVID-19 is here to stay, and we will be fooling ourselves, when we think otherwise. But also,
with all the researches all around the globe racing against time to find a vaccine, there is very
high hope for receiving the same within this year. But till then COVID-19 is a pandemic. So, it is
the need of the hour, to not return to business-as-usual, even when the crisis is over.

Conceptual framework
This conceptual framework uses published data and guidance to explore system-wide approaches
to cancer management during the COVID-19 pandemic. As past cataclysmic events have shown,
major shifts in viewpoints and behaviour inevitably form from collectively experienced events.
As far as COVID-19 is concerned, the general masses of every nation reacted roughly fourteen
days of being aware of the virus's presence in their nation & immediately begin to stock up their
essentials & goods.

As this mentality of preparedness kicked in, the following categories became a priority:
healthcare & wellbeing items, groceries, food, disinfectants etc. As countries have moved into a
"new normal," many behavioural patterns have changed, such as online food delivery, more
personal isolation than before and a shift to less food sharing, clothing, and any items where a
virus can be transmitted.
In reference to several articles while we analyzed when devising the research proposal , we
discovered or came to a conclusion that COVID-19 till date caused a tremendous shift in
purchaser behavior and is likely a couple of these new ways will proceed in the long haul, while
others will fade after some time.
Thus, we determined various variables that possibly could have an internal & external impact on
the consumer behavior in psychological & shopping terms. The conceptual framework is
displayed below.
So, in general, we looked if the independent variable affects the dependent variable. The
relationship between these two is not directly displaced, thus there are so many factors that are
involved in between that ultimately leads to the change in the dependent variable. Since we are
considering purchase intension as the mediating variable because that is influenced by
convenience of goods which ultimately leads to change in consumer shopping behaviour.
Therefore, this explains the relationship between the independent and the dependent variable.
The model is categorized into four independent variables (Social isolation, multisensory aspects,
convenience of goods, attitude towards Covid outbreak) which directly determines the buying
behavior in response of COVID-19 pandemic & two dependent variables (Consumer’s purchase
behavior & epidemic protection). Moderating variables are concerns/ sentiments and mediating
variable is purchase intention. Demographic characteristics like Age & gender to be specific are
taken as control variable.
We placed attitude towards the outbreak & convenience as personal factors because people
behave differently in response to purchasing goods in accordance to their convenience. The
reason because we found out that during this pandemic, consumers were actively seeking
alternatives to supermarkets to pick up essentials and such independent stores continue to
experience ongoing supply issues, which becomes a pressing issue for consumers irrespective of
their purchase intension thus this induces panic buying.
Similarly, we identified a moderating relationship between Attitude towards COVID outbreak,
Concerns/Sentiment and Epidemic protection. As this phenomenon led to a massive public
reaction due to the fact that the media has been reporting continuously across all borders to keep
us informed about the pandemic situation. Therefore, this created a lot of concern for people
which lead to heightened or increased levels of stress & concerns. Moreover, responses to
COVID epidemic protection increased especially during quarantine & this urged people to
reshape their attitude & priorities.
Over the course of the pandemic, we have seen evidence or literature of how social distance
complicates the experience of living through COVID‐19 which in turn creates social isolation
and the disease is happening against the backdrop of increased occurrence of psychological
health issues. With the current situation, where people are advised to avoid social activities, non-
essential travel, and unnecessary visits including shopping for non-essential goods which in turn
affects buyer behavior drastically. Demographic factors like Age group and gender are taken as
control variables under the outcome of the pandemic which will by default can have an effect on
the dependent variable.
In order to create a distinct and intentional sensory experience for visitor they, we paid special
attention to the feel of the space and appeal to their senses of sound, smell and touch, but during
this crisis or pandemic such as multisensory approaches will be drastically impacted. Purchase
intention means the way consumers feel about a product, which divers them to purchase the
product or service repeatedly. This in turn will reshape or affect the purchase intension of
customer as they will move more towards online alternatives which lack sensory experiences
instead of brick-mortar stores due to strict lockdown regulations (epidemic protection).
 Res
earch Strategy- The research conducted was descriptive and analytical, So, a Survey method
will be used. A Survey will be conducted through a semi-structured questionnaire tested for
reliability and data will be collected throughout UAE. This method will allow us to collect data
on various type of research questions related to our objectives.

Research Design- We plan to conduct an extensive survey to learn about spending intension,
consumption behaviour & consumer sentiment during COVID19 pandemic in UAE which is one
of the countries affected by it. We will distribute by forwarding it to people we know who will
then pass it on to more others by using various social media platforms (snowball sample). The
semi-structured questionnaire consisted of questions that covered several areas: (a) demographic
data b) sentiments and concerns about COVID-19 c) the psychological impact of the COVID-19
outbreak/ impact of the COVID19 outbreak on consumers' lifestyle and activities. d) Buying
behaviour & product choices. The findings can help policy makers, communities and companies
to better deal with similar crises in the future.
The extent of researcher interference: This study was conducted to build up cause-effect
connections, the analyst attempts to control certain factors or variables in order to contemplate
the impacts of such control on the dependent variable of intrigue or interest. Thus, A
correlational or minimal study is conducted in the natural environment of the sample with
minimum interference by the researcher with the normal flow of work. Thus, it will be minimal
because they will be no interference during the stages of the research study. Due to current
lockdown restrictions we plan to use online based survey for our research in order to collect data
that will help us to answer our research questions & full-fill the objectives of the study.
The study settings: Non contrived field study because the research here will be done in a non-
contrived, natural environment with no interference with the normal work routine from the
researcher. A qualitative study will be carried out under this research by using a survey method
within the premises of the Internet Web. We plan to create the survey in a cross-sectional design
which uses one sample and it will be carried out under non-contrived settings.
The unit of analysis: Individuals are taken as a unit of analysis in light of the fact that the
researcher needs to consider the contrast between workers or employees. In this research, the
main unit of analysis is the individual person who has access to the internet while at work or
home. Before addressing the snowball selected units, extensive informal interview will be
conducted after the survey, with individual and groups in order to gather in-dept information
related to pandemic and the environment it created for each individual.
The time horizon: Cross sectional study will be conducted after successfully recruiting an
online sample of UAE residences via authors networks because the data will be collected from
representative sample at one point of time. A cross-sectional, web-based study will be conducted
among their experiences about COVID-19. We plan to record the data that is available in a
population, however they don't control or manipulate factors.
Data collection:
 The data will be collected using a questionnaire consisting of previously validated scales
adapted from another research. Due to the lockdown, we will collect and then use various
tools to analyze and evaluate the findings, all the respondents will be anonymous.
 An online semi-structured questionnaire and Google form link will be sent through
messages, WhatsApp and other social media to the contacts of the authors. The
questionnaire was subjected to a pre-test conducted on a snowball sample of 15 people, in
order to facilitate respondents’ understanding. Therefore, we will be able to gather
information from across various emirates in UAE.
Data Sources & Instruments- Primary data: Primary information are first-hand information,
which are gathered by the researcher in hand for further analysis. In order to attain this, a semi-
structured questionnaire will be built with objective of research and analysis of the results. Thus,
data using the semi-structured questionnaire will be collected from consumers. The view of
various researchers about the pandemic shall also be taken into account to foster a hands-on
understanding.
Secondary data: Secondary data are those, which are acquired from somebody's research and is
a second hand information for the authors in the study. Researchers have referred to different
Magazines, trade journals and websites. The qualitative investigation is based on various primary
and secondary data sources.
In the explorative stage, secondary data was collected from sources such as scholar articles and
other sources from libraries, databases or web sites. A great deal of information was found, but
the significance of the five human senses for the multi-sensory brand-experience concept was
conspicuously limited especially in the luxury context. This prompted the formation of the
exploration question in hand. In the descriptive stage, primary data was collected, including in-
depth, open-ended, and semi-structured
Sample design: We plan to rely upon snowball sampling technique, considering the research
methodology and research type as per our guidelines. A consent form will be exercised or
imposed during the study so that the respondents who did not show inclination to be a part of the
study were not covered. Our survey will focus upon the general public so thereby there won't be
any bias.
Questionnaire or Survey/Research instrument used
The questionnaire consisted of questions assembled into four segments or counterparts:
 Section A was to gather demographic data such as gender, age, employment status,
lifestyle situation during the crisis.
 Section B employed multiple choice questions to probe the concerns & sentiments that
general public face during this unfortunate phase.
 Section C contained sets of questions that anchored a Likert 5-point scale that aimed at
measuring the attitudes of respondents the virus & their response towards mandatory
quarantine restrictions.
 Section D targeting on-line or offline shoppers was also based on a 5-point Likert scale to
investigate the factors affecting buying behavior. Buying behavior was measured across
each of the dimensions in terms of convenience, risk, multisensory strategies that the
pandemic brings which affects their buying behavior.
 An open question asking for comments was included under each section. Comments
received will be dealt with qualitatively by pursuing the responses, recording and
categorizing issues and noting the direct and strength of feeling.

Reference (Introduction)
Rajkumar, R., 2020. COVID-19 And Mental Health: A Review Of The Existing Literature.
Retrieved from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7151415/

Yellowlees Douglas, P., 2020. The Costs Of Social Isolation: Loneliness And COVID-19 -
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customers-calm-will-be-key-to-carrying-on-138777
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An Empirical Study about the Intention to Hoard Food during COVID-19 Pandemic
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Food During COVID-19 Pandemic. Retrieved from: https://www.ejmste.com/article/an-
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Conceptual Framework
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https://home.kpmg/cn/en/home/insights/2020/02/responding-to-crises-and-changing-consumer-
behaviour.html - Responding to crises and changing consumer behavior

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consumer-behaviour.html
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the current COVID-19 pandemic. Retrieved from
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COVID-19 outbreak
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in-china
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https://sci-hub.tw/https://doi.org/10.1080/08961530.2020.1771646

Appendix (Questionnaire)
Section A
Demographic Factors (Age and Gender)
Q1) How old are you?
A. Gen Z – 16-23 years-old
B. Millennials – 24-37 years-old
C. Gen X – 38-56 years-old
D. Baby boomers – 57-64 years-old
Q2) Please indicate your gender
A. Male
B. Female
Q3) Which of the following best describes your employment status?
A. Full time, essential worker
B. Full time, non-essential worker
C. Part time, essential worker
D. Part time, non-essential worker
E. Laid off in past month
F. Unemployed
G. Stay-at-home parent
H. Student (includes in school, training, university, etc)
Q4) How familiar are you with the details of Covid 19?
A. Very
B. Moderately
C. Slightly
D. Not at all
Q5) Where have you predominantly been living since the onset of the COVID-19
pandemic?
A. Family home
B. Rented accommodation
C. Student hall/dorm/hostel
Section B
Sentiments & Concerns
Q1) What is the general sentiment/concern you have regarding Covid 19?
A. Fear of becoming infected
B. Not being able to go about normal routines
C. Stores selling out of needed products
D. Having to cancel/postpone upcoming travel/vacation plans
Q2) Please state your agreement with the following statements regarding your sentiments
around the current coronavirus (COVID-19) outbreak. (Strongly agree - somewhat agree)
A. I have fears concerning the coronavirus outbreak
B. I have altered my day-to-day activities to be as “contactless” as possible
C. Reading my social media feeds (Instagram, Twitter, Facebook, and so forth) makes me
anxious about current health situations concerning the coronavirus
D. Interaction with mainstream media outlets (TV, radio, newspaper) make me anxious
about current health situations concerning the coronavirus
Q3) What best describes your current lifestyle?
A. I haven't made any significant changes in my daily lifestyle due to the Coronavirus at all
B. I'm somewhat practicing social distancing/quarantine but going out for necessities/work
C. I'm practicing complete social distancing/quarantine: nobody in and nobody out
Q4) In your view, what's the best way for UAE to overcome the coronavirus / COVID-19
outbreak?
A. The whole population should be “locked down” at home
B. The population in badly affected areas of the country should be "locked down"
C. No-one should be “locked down”, but high-risk groups such as the elderly should self-
isolate for their own protection
Q5) What concerns you most about the COVID-19 situation? Rate the following statement
from (“not a concern”, “minimally concerned”, “somewhat concerned”, “very concerned”,
“extremely concerned.”)
A. Overall public health
B. Not knowing how long it will last
C. The UAE economy
D. Taking care of my family
E. Overall public health
F. My personal health
G. Negative impact on my job or income
H. Contributing to the spread of the virus
I. Not being able to make ends meet
 J. Not being able to get the supplies I need (e.g., medicine, food)

Section C
Personal Behavior / Attitude towards COVID Outbreak
Q1) How has COVID affected your social activity? Please Rate from (Stopped Completely,
Reduced, no change, Increased)
A. Meeting my friends in person
B. Shopping in person at physical stores
C. Attending work-related events or expos with more than 50 people present
D. Going out for leisure e.g. cinema or theatre
E. Going to work
F. Eating out in restaurant
Q2) How do you replace the leisure you lost/limited due to coronavirus?
A. Have not noticed any changes in my leisure activities
B. Watching movies online instead of going to the cinema
C. Do not exercises at home/outdoors instead of going to the gym
D. Watch online lecture instead of visiting offline lectures
E. Started using coffee machine more frequently instead of going to coffee houses
F. Order food online from restaurants/cafes instead of visiting or dining in
Q3) How much do you agree or disagree with the following statements about your feelings
during this crisis and after?
A. COVID-19 will change the world as we know it
B. I am going to be more cautious about what I do and how I do it moving forward
C. I expect there will be more epidemics / pandemics in the future
D. Recent health news has increased my anxiety
E. COVID-19 has changed the way I will act permanently
F. I need to stop following the news so closely because it’s making me anxious
G. Social distancing is making me depressed
Q4) What aspects are you NOT managing very well? (Select top 5)
A. Financial
B. Transport
C. Work adjustments
D. Social
E. Safety
F. Health concerns
G. Psychological
H. Access to basic needs
I. Schedule/ Curfew
J. Access to service
 K. None
Q5) What is the first thing you want to do when things get back to normal? [OPEN
ENDED]

Social Isolation
Q1) Please indicate for each of the statements, the extent to which they apply to your
situation, the way you feel now. [Likert scale (7 point) with 1 being ‘does not apply to me at
all’ and 7 being ‘applies to me perfectly’]
A. I experience a general sense of emptiness during this outbreak
B. There are plenty of people I can rely on when I have problems right now
C. There are many people I can trust completely during this time.
D. There are enough people I feel close to right now.
E. Social isolation made me miss having people around
Q2) What are the reasons you believe are most inclined for feeling more socially isolated?
A. Spending most of my day in my home
B. Less in-person interaction
C. Disruption or unavailability of my usual social outlets
D. Stressed relationship with their family
E. Repeated in-person interactions with the same people
Q3) In the last 5 days, how many times have you been around at least 8 people at the same
time in the following settings: rate from Not once, Once, 2-3 times, 3-10 times, Over 10
times
A. Social gatherings (e.g., party, religious ceremony)
B. Public place (park, playground, city street)
C. Used public transit (e.g., bus, airplane, train)
D. Supermarket, pharmacy or another store
Q4) In the last 5 days, how many people have you spoken to face to face (not video chat or
on phone) who are:
Rate from (0, 1-2 people 3-4 people, 5-9 people, Over 10 people)
A. Family members
B. Friends
C. Others (including service workers)
Q5) Standing back from the current crisis and looking at your life, to what degree would
you say you:
Rate from (Not at all, A little, a Moderate amount, A lot, A great deal)
A. Are happy, content and optimistic
B. Feel hopeless and depressed
 C. Are afraid and anxious
D. Have a meaningful life
E. Have a close group of friends and family on whom you can always rely
F. Need to change your life in some fundamental way

Section D
BUYING BEHAIVOR
Q1) When shopping in light of the COVID-19 outbreak, how has your shopping behaviour
changed if any at all? Rate from MORE OFTEN- LESS OFTEN
A. Stock up on household essentials
B. Make a list before shopping
C. Plan meals and buy accordingly
D. Buy whatever is on sale/lowest price
E. Consult with others in the household
F. Looking for coupons
G. Compare prices between stores
H. Review store flyers
I. Read product review online
Q2) Has your buying behaviour online or in stores (offline) changed because of
coronavirus?”
A. Yes, I'm buying more online and as much offline as before
B. Yes, I'm buying more online but less offline
C. Yes, I'm buying more both online and offline
D. Yes, I'm buying more offline and as much online as before
E. Yes, I'm buying more offline but less online
F. Yes, I'm buying less both offline and online
G. No, my buying behaviour hasn't changed
Q3) Top categories where you expected or experience to increase in spending at (Pick 5
main categories)
A. In-home entertainment
B. Household products
C. Hygiene products (e.g. hand sanitizer, disinfectants)
D. Consumer electronics, household appliances, furniture
E. Luxury brands and products
F. Ordering, pickup, delivery from restaurants
G. Health & Wellness services (e.g. medicine, vitamins, supplements)
H. Cosmetic/makeup/perfume (Beauty)
Q4) With so many products currently out of stock in stores, how are you planning to deal
with shortages?
 A. Had to buy in bulk in order to get the product
B. Consider purchasing similar products from brands I'm less familiar with
C. Sign up for updates when product is back in stock
D. Go to more physical stores to find the product
E. I will wait until they restock the products
F. Other
G. I won’t do anything
Q5) Many brands and companies are trying to decide how best to respond to the
coronavirus / COVID-19 outbreak. To what extent do you think they should do the
following, where applicable?
I)Offer free services (e. g. free in-store health testing, make free versions of their platforms
available)
A. Strongly agree
B. Somewhat agree
C. Neither agree nor disagree
D. Somewhat disagree
E. Strongly disagree
II) Suspend their normal factory production to help produce essential supplies
A. Strongly agree
B. Somewhat agree
C. Neither agree nor disagree
D. Somewhat disagree
E. Strongly disagree

Purchase Intention
Q1) In light of the COVID-19 outbreak, which categories do you intend to purchase, rate
from LESS LIKELY –MORE LIKELY
A. Food
B. Household Supplies
C. Cleaning supplies (antibacterial products, disinfectants)
D. Beauty/Personal Care
E. Medical/Healthcare (vitamins, supplements)
F. Streaming Entertainment (Exercise classes)
G. Office Supplies
H. Electronics
I. Apparel and luxury items
J. Educational Material
K. Home Renovation Supplies
Q2) Have you postponed a big purchase (e.g. car, TV, furniture, vacation/holiday) because
of coronavirus?
A. Yes, I postponed them for an indefinite period
B. Yes, I postponed them for a couple of weeks
C. No, I didn't postpone any big purchases
D. Wasn't planning on making a big purchase anyway
Q3) During this pandemic, are you purchasing goods from the same brand or not? Please
select the statement most applicable to you
A. Purchasing a mix of their usual brand and new brands
B. Taking an opportunity to discover new brand
C. Purchasing whatever brand is in stock for the particular product
D. Continuing to purchase the same brand as I always do
Q4) When purchasing the product during this crisis, how important is the recommendation
or information received from one of the following, please rate following on a scale of one to
five (1 = strongly disagree, 5 = strongly agree)
A. Family, neighbours, friends
B. Ads packages, salespeople
C. Handling, testing or examining the product
D. Internet, consumer ratings, blogs
Q5) Have you purchased any products that you would consider "non-essential" since being
impacted by Coronavirus?
A. Yes
B. No

Epidemic Protection
Q1) As a result of COVID-19, What is your preference for safe in store practises in the
current scenario? Select the statement that is most applicable to you
A. Ensuring that employees taking physical distancing
B. Installing clear plastic barriers between cashiers and customers
C. Cashiers not touching reusable shopping bags that customers bring into the store
D. I prefer to purchase with retailers adopting safety practices in stores
E. I prefer to purchase at retailers that have quickly reorganized their store layouts in light of
the pandemic
F. I prefer to increase my usage of digital payments
G. I prefer stores that do not have touch-based self-checkout systems
H. I do not shop for groceries
Q2) Has COVID-19 epidemic made you fearful about future such outbreaks?
A. Yes, such outbreaks might become a regular occurrence
 B. Not sure
C. No, this is just a one-off incident
Q3) If yes, then how do you plan to keep yourself prepared?
A. Stock up on non-perishable food items
B. Concentrate more on health & fitness
C. Stock up on masks, gloves & antiseptics
D. Stock on basic medicine
E. Try to find a safe hiding place
F. Buy a hazmat suit just in case
Q4) Which of the following actions, if any, would you consider taking in the future to
protect yourself from the coronavirus?
A. Avoid travel to infected countries or areas
B. Wash hands more often
C. Take a vaccine if one is developed
D. Avoid large gatherings of people
E. Use more disinfectants
F. Avoid travel by airplane for holiday or leisure
G. Wear a face mask
H. Avoided purchasing food products from China
I. Avoid buying other products made in China
J. Avoid eating in Asian restaurants
K. Not go to work
L. None of the above
Q5) Some people have been debating what we should do to help control the spread of the
coronavirus. To what extent, if at all, would you support or oppose each of the following
measures? Likert scale (Strongly support- Strongly oppose)
A. Anyone travelling to and from infected countries should undergo mandatory screening
B. Government should impose mandatory quarantine for those who could have the infection
C. Airlines from my country should stop flying to China
D. The government should ban any travel to and from affected countries
E. Public transit systems in my country, including buses, subways, and trains, should be
taking precautions to prevent the further spread of coronavirus
F. The government should send doctors, materials, supplies abroad to help countries
affected by the virus
G. Airlines from my country should stop flying to other infected countries besides China

Multisensory Marketing
Q1) When you first a retail store, which factors do you notice the most, rate from More
often – Less often
 A. Diffused smell
B. The music / the sound atmosphere
C. The possibility to touch / to test
D. The layout of the shop, the global organization
E. The colours / materials
F. The layout of the products on shelf
Q2) When you purchase luxury products, is functionality more important than its
appearance
A. Strongly Disagree
B. Disagree
C. Somewhat Disagree
D. Neither Agree nor Disagree
E. Somewhat Agree
F. Agree
G. Strongly Agree
Q3) The design of a luxury product is more important than the quality (EG:-Mountblac
pens)
A. Strongly Disagree
B. Disagree
C. Somewhat Disagree
D. Neither Agree nor Disagree
E. Somewhat Agree
F. Agree
G. Strongly Agree
Q4) The atmosphere of the store greatly affects what you purchase in a luxury store (EG: -
Victoria secrets)
A. Strongly Disagree
B. Somewhat disagree
C. Neither Agree nor Disagree
D. Somewhat Agree
E. Agree
F. Strongly Agree
Q5) I consider visuals to be important when visiting a luxury store or any store in general
(EG: - Patchi)
A. Strongly Disagree
B. Disagree
C. Somewhat Disagree
D. Neither Agree nor Disagree
E. Somewhat Agree
 F. Agree
G. Strongly Agree

CONVENIENCE OF GOODS
Q1) I buy mostly from the shop where I spend less time in my transaction during the
pandemic.
A. Strongly disagree
B. Disagree
C. don’t know
D. Agree
E. Strongly agree
Q2) I buy mostly from the shop where the needed items can easily be located & feasible
during the pandemic.
A. Strongly disagree
B. Disagree
C. don’t know
D. Agree
E. Strongly agree
Q3) I buy mostly from the shop which offers fair prices (low prices for goods of low quality
and high prices for goods of high quality) during the pandemic.
A. Strongly disagree
B. Disagree
C. don’t know
D. Agree
E. strongly agree
Q4) In what way, did this COVID lockdown impacted from the convenience of purchasing
essential goods for you?
A. Got everything easily
B. Got most items except a few
C. Got only some items as stores were stocked out for others
D. Not able to get most items
E. Not able to get anything
Q5) What has been the key reason for you and your family to order groceries during
lockdown?
A. Convenience (Doorstep Delivery, Contactless Delivery)
B. Availability and Selection
C. Price
D. Other reason
E. Can't say