Assessment Solutions-Online Food and Groceries Retail: MKTG1003

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Consumer behavio …

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Consumer behaviour in different industries in Covid-19 pandemic:
One major change that has been found from the report is that during the Covid-19,
people were unable to go outside for shopping and for other purposes and therefore the
behaviour of consumers has changed to online purchases. The impact of lockdown in
different countries has increased the chances for an online business to have sales and revenue.
This is because the desire of consumers has increased in terms of getting products delivered
home. In this research, different industries have been chosen to showcase the impact of
Covid-19 on consumers’ behaviour in terms of an online buying patterns.
Retail sector:
During the period of the pandemic due to imposed lockdown, people were forced to
stay at home and therefore that made them bound to have products and services delivered at
home from different retails. Even in this post-pandemic situation, people are willing to stay at
home rather than go outside shopping (Accenture, 2022 ). Socializing at home and connecting
virtually with the help of different platforms is the preferred option for acertain percentage of
consumers. All ages of people are desired to have online services and facilities just by staying
at home. The research says that 73% of people are favouring to have socialization at home
and with the help of different digital platforms they are continuing to get their products
delivered at home. On the other hand, there are 59% of consumers are favouring to connect
virtually or digitally with friends and with the retail sector has different facilities (Accenture,
2022 ).
Figure 1: Percentage of consumers willing for online services
(Source:, 2020)
According to the latest data it has also been found that there is a huge increase of
169% in the purchases of online e-commerce or retail. The majority of consumers have
increased their use of Omni-channel and digital services such as shopping via different social
media platforms, and home delivery from retail stores to sustain the activities into future
perspective as well. The data-driven insights of consumers have helped the online retail
business organization to understand the buying or purchasing behaviour of consumers and
according to the help of the innovative tool, the organizations are making sure about error-
free services (Eger et al.2021 ). The process of payments are being secure to make sure that
online purchase does not impact the financial situation of consumers.
Online Food and groceries retail sector:
People want to stay healthy and fit in this current era where the behaviour of
consumers is changing towards buying online groceries and food with maintaining hygiene.
Considering that, online services of foods and groceries are being adopted by business
organizations to ensure about reduction the gathering in stores. People nowadays are quite
concerned about the factors of hygiene and safeguard of health and with that people are
keeping themselves away from going to different restaurants and foods areas. Rather than
ordering or buying food online and preferring to buy services from those restaurants and
stores which are maintaining proper hygiene and safety of foods (Faour-Klingbeil et al. 2021 ).
The short and long term priorities of the online food retailers are to safeguard the health of
consumers and workers as well. In addition to that for the continuity of business operations,
food retailers are maintaining proper guidelines of Covid-10 and offering better services to
consumers so that consumers will willing to have services for alonger period of time. With
the afraid of consumers about personal safety and avoiding going outside for groceries, the
food retailers are gaining the advantage to have food and groceries to be delivered home.
Across different countries, it can be seen that the share and frequency of online spending on
food by consumers have increased by 16 and 70 per cent and consumers are quite intent to
continue shopping online (McKinsey, 2022 ). Rather than choosing dine-in options,
consumers prefer to have more meal delivery home from different restaurants. In order to
meet the crisis and future needs, the food retailers are required to have new technology and
different methods to scale up the channels of e-commerce and the capacity for the process of
home delivery. By providing different chat supports through online services, the foot retail
sector wants to enhance abetter experience for consumers.
Online Fashion Industry:
The fashion industry has also impacted hardly from the pandemic of Covid-19. The
closing of stores due to lockdown and economic worries has changed the fashion industry
mostly into online services. This is where consumers ’behaviour is also changing accordingly.
The preferences, behaviour and mindset of consumers are letting the fashion business have
permanent change and the adoption of e-commerce to provide services to consumers (BCG,
2022 ). With the help of digital and Omni-channel distribution, and with the process of proper
data analytics, fashion brands are ensuring about reaching to the target audience with
effectiveness. Rather than gathering for buying fashion products, consumers are preferring to
choose online platforms to purchase online during and post-pandemic situations. Not only
about the pandemic, but in order to have more offers and benefits, the consumers getting
attracted to online shopping where using different payment options consumers have a
discount on clothing products (Zhao and Kim, 2021 ). In addition to that, with the help of
digital advancement consumers can have trials digitally about the clothing and that is
reducing the time consumption in the offline process of buying clothes. Around the globe, it
has been found that the process of shopping online and ordering merchandise online to pick
up personal trends is willing to continue. The increasing percentage of 14% in terms of e-
commerce shoppers indicates that consumers are quite more preferred towards online fashion
to offline (BCG, 2022 ). This is not only beneficial for consumers but also the business
organization can also have different opportunities such as online selling can reduce the costs
of suppliers and increase flexibility. With the increasing digital advancement, it becomes
easier for consumers to better online purchase experience and better payment options with
offers as well.
Figure 2: New shopping behaviour of consumers
(Source:, 2020)
Online Pharmacy sector:
The impact of Covid-19 has also changed the usability of medicines by consumers. Even if
the imposed lockdown was not applicable to consumers, but still the behaviour of consumers is
moving towards online purchase of medicines or consulting with doctors by using different digital
tools. In the pandemic situation, ithas been seen that due to impose of lockdown patients were unable
to visit anursing home and that causes to death of avast range of people due to not getting adequate
resources for treatment. Considering that different organizations have come up with the solution of
digital consultation and having medicine delivered at home. According to the report ithas been found
that consumers using virtual visits have risen from 15% to 19% from 2019 to early 2020 and then
again jumped to 28% in the middle of 2020 (Deloitte, 2022) .On average, ithas been seen that 80%
of people are likely to have virtual visits and purchase medicine even if in this post-pandemic
situation. People are also buying different products online to monitor their health and can also have
data about their health conditions.
Figure 3: Consumers’ perception of digital healthcare
(Source:, 2020)
Accenture, 2022. COVID-19: Retail Consumer Habits Shift Long-term |Accenture .[online] Available at: [Accessed 6May 2022].
BCG, 2022. Fashion ’s Big Reset . [online] India – EN. Available at:
[Accessed 6
May 2022].
Deloitte, 2022. Are consumers already living the future of health? .[online] Deloitte Insights.
Available at: [Accessed 6May 2022].
Deloitte, 2022. Changing consumer, digital marketing and impact of Covid-19 .[online]
Deloitte Slovenia. Available at: [Accessed
6May 2022].
Eger, L., Kom árkov á,L., Egerov á,D. and Mi čík, M., 2021. The effect of COVID-19 on
consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and
Consumer Services ,61 ,p.102542.
Faour-Klingbeil, D., Osaili, T.M., Al-Nabulsi, A.A., Jemni, M. and Todd, E.C., 2021. An
online survey of the behavioral changes in Lebanon, Jordan and Tunisia during the COVID-
19 pandemic related to food shopping, food handling, and hygienic practices. Food
control ,125 ,p.107934.
McKinsey, 2022. Reimagining food retail in Asia after COVID-19 .[online] Available at:
[Accessed 6May 2022].
Zhao, L. and Kim, K., 2021. Responding to the COVID-19 Pandemic: Practices and
strategies of the global clothing and Textile value chain. Clothing and Textiles Research
Journal ,39 (2), pp.157-172.


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