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THE IMPACT OF THE COVID-19 PANDEMIC ON CONSUMERS’ BUYING

BEHAVIOR

A Qualitative Research

Presented to Mrs. Catherine Bohol

In Partial Fulfillment of the Requirements in Practical Research II

Catacutan, Alaida D.

Gadiane, Runna Mae V.

Perez, Jenelle G.

Tenorio, Natasha Jade B.

Villegas, Alea Cyvil B.

Ramon Teves-Pastor Memorial

Dumaguete Science High School

SY 2020-2021
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CHAPTER I

The Problem and Its Scope

INTRODUCTION

The world is currently witnessing a dramatic disruption of everyday life owing to the

rapid progression of the 2019 Novel Coronavirus disease (COVID-19) pandemic. The COVID-

19 epidemic, as well as the lockdown and social separation laws, have impacted consumer

buying and shopping behaviors. According to Sheth (2020), consumers are learning to adapt and

form new habits. For example, if a customer is unable to go to the store, the business will come

to them. While customers return to previous habits, it is likely that they will be altered by new

regulations and processes in the way they shop for and purchase goods and services. Technology

advancements, changing demographics, and innovative ways consumers have learnt to cope with

the blurring of work, leisure, and education barriers will all contribute to the emergence of new

habits.

The purpose of this research paper is to determine what is the impact of the COVID-19

pandemic on consumer buying behavior and the changes in their shopping habits. Understanding

consumer purchasing behavior in the face of this epidemic and beyond is critical for retailers and

marketers, as well as business and public policymakers, to develop strategies and tactics to retain

current customers and attract new ones. This study aims to add to the investigation of consumer

behavior during the second wave of the COVID-19 pandemic in the Philippines.
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Background of the Study

The COVID-19 pandemic has profoundly changed the way people live and work, how

and where people shop, and how people think about the future. Since the beginning of 2020, the

Philippines has been dealing with the emergence of the Novel Coronavirus (COVID-19). As of

April 27, 2021, COVID-19 has infiltrated the entire country with a total of 1,006,428 confirmed

positive cases (Worldometers, 2021). In early March 2020, the impact of consumer behavior

increased alongside the pandemic itself (Numerator Intelligence, 2021). Based on Numerator

Intelligence’s survey, more than 9 in 10 consumers shared that their weekly shopping behaviors

and experiences were being impacted by COVID-19.

Due to the pandemic, consumers have been spending more time purchasing their

groceries, doing their shopping and buying other goods online than in-person. Up to 98% of

consumers have purchased goods through online platforms (Nielsen, 2018). According to

Accenture (2020), consumers are reacting to the crisis in various ways. Some people are nervous

and worried, which causes them to hoard hygiene products and groceries. At the other end of the

spectrum, some people are less concerned about the pandemic and are going about their business

as usual, despite government and health-care recommendations.

Why, what, and how consumers buy is evolving due to the COVID-19 outbreak.

Consumer preferences have shifted to the most basic needs, driving up demand for grooming,

cleaning, and staples items while decreasing demand for non-essential categories. As the “buy

local” movement gains traction, the factors that affect brand decisions are shifting as well

(Accenture, 2020). Digital commerce has also seen an increase as new customers shop for

groceries online – a trend that is expected to continue post-outbreak. The outbreak has disrupted
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consumers’ daily routines. Consumers are adopting new patterns and behaviors, which many

expect to continue in the long run.

Statement of the Problem

The study aims to determine the impact of the COVID-19 pandemic on consumers’

buying behavior.

Specifically, this study aims to answer the following questions:

1. What is the profile of the respondents in terms of age and gender?

2. What is the consumers’ buying behavior in terms of:

a. Online

b. Physical

3. What are the consumers’ buying decisions in terms of needs and wants?

4. Is there a difference between buying behaviors and decisions with age and gender?

Hypothesis of the Study

This study entitled “The Impact of the COVID-19 Pandemic on Consumers’ Buying

Behavior” has one expected outcome among the following hypotheses:

Ho1. The COVID-19 pandemic has no impact on the consumers’ buying behavior.

Ho2. The COVID-19 pandemic has a positive impact on the consumers’ buying behavior.
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Significance of the Study

Due to the unexpected pandemic that people are facing right now, the behavior of the

consumers has been greatly affected. It is because a lot of establishments have been affected by

the outbreak up until today by the mandates that are implemented to prevent the spread of

viruses. This, then affected the lives of many, especially the consumers. Because of the Covid-19

pandemic, customers are adjusting what they need to buy, why should they buy such things and

how can they buy such things. In short, consumers nowadays are being more practical on things

that they should buy. With regards to this, the development of this study would be a major

addition to the large body of knowledge about the students’ accomplishments. This also widens

the views on how Covid-19 pandemic greatly impact the behavior of the consumers, surpass

these challenges while following the proper protocols.

This will serve as a guide to all consumers that has been greatly affected by the Covid-19

pandemic. In this study, we will be able to find alternatives and solutions to secure the stability

of their needs and to be able to know the plans that they did to at least escape in the ongoing

crisis. The findings of this investigation may be extremely valuable and helpful to the consumers.

Overall, the study specifically sought to answer the following statements: 1) how are consumers

greatly affected by the pandemic, 2) what are the alternative solutions that they made to survive

in the ongoing situation, and 3) how did they cope up to the situation they are facing right now.

Scope and Delimitation

This study focuses on the impact of the COVID-19 pandemic on consumers and is

limited on the shopping preference of the consumers during the pandemic and what is their
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buying behavior in shopping on online and physical stores. The study also explores the buying

decisions of the consumers towards their needs and wants.

The data will be collected by means of a random sample of 30 people, specifically

parents. In order to obtain appropriate data, online surveys will be performed.

Conceptual Framework of the Study

Independent Variable
Dependent Variable
- Demographic profile of the
respondents - Consumers’ buying behavior.
- Consumers’ buying decisions.

Figure 1. An illustration of the relationship between the variables in the study.

This conceptual framework shows the relationship between the demographic profile of

the respondents, consumers’ buying decisions, and consumers’ buying behavior.

REVIEW OF RELATED LITERATURE

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METHODOLOGY

Research Design

This study utilized the qualitative research design specifically the descriptive survey

method in gathering the data that will be used for this study. This study aims to know the impact

of the COVID-19 pandemic on consumers’ buying behavior. The mentioned research method

enables the researchers to analyze and interpret the results and the findings. This is to serve as

preliminary research regarding the effects of the pandemic on the buying behavior of the

consumers.

Research Respondents

The researchers collected data from 30 people, specifically parents through random

convenient sampling. Due to the current pandemic, online surveys will be conducted to acquire

appropriate data.

Male Female Profile of the

13% Participants in the

Study

87%
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Figure 2. Gender of the Respondents

Based on figure 1, the majority of the respondents are female. There are 26 female respondents
Age
20s 30s 40s 50s

3%

30%
27%

40%

equivalent to 87% and 4 male respondents equivalent to 13%. This means that women are highly

interested in this topic.

Figure 3. Age of the Respondents

Based on figure 2, the majority of the respondents are in their 30s. There are twelve

respondents who are in their 30s equivalent to 40%; nine respondents are in their 20s equivalent

to 30%; eight respondents are in their 40s equivalent to 27%; and one respondent are in his 50s

equivalent to 3% who answered this survey.

Research Instruments
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This study utilized a researcher-made questionnaire with close-ended items. Refinements

to the researcher-developed questionnaire were made to capture the respondents’ experiences

regarding the pandemic. The survey was answered using questionnaires with the help of Google

forms since it is easier due to the pandemic. The following questions are the specific problems

the research focused on: (1) Did your shopping preference change during the pandemic? (2) Do

you prefer shopping online or in physical stores? (3) How often do you shop online? (4) How

often do you shop in physical stores? (5) Rating the statements based on their preference in

online shopping and shopping in physical stores, (6) Rating the statements based on their wants

and needs.

Data Gathering Procedure

The researchers did first was to prepare the research instruments. The researchers then

identified who are the people involved, the respondents perhaps. Afterwards, the researchers

determined the sample size using Slovin’s Formula. The sample size for this study is 44.

Subsequently, the researchers evaluated the questions produced to find out what the relevant and

important questions are needed to gather data in the study. After that, the researchers then

finalized the questionnaires and distributed them to the respondents.

After collecting the data provided by the respondents, the researchers summarized the

data gathered in tabular form and pie chart form. Lastly, the researchers then implemented the

statistical tools needed to calculate and analyze the data corresponding to the research questions.

Statistical Treatment of Data

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The responses to the questionnaire by the respondents are statistically analyzed in

accordance with the study’s data requirements. The respondents are statistically analyzed with

the data instruments of the study. In determining the sample size of the study, the researchers

used Slovin’s Formula. Inferential statistics are considered.

The tools that the researchers used in analyzing the data are the following:

A. Percentage

A percentage frequency distribution is a data visualization that shows the proportion of

observations for each data point or cluster of data points. It is a great way to express the

relative frequency of survey replies and other data. The percentage will be used in

determining the demographic profile of the respondents.

F . 100
P= , where P=percentage, F=frequency, and N=total number of respondents. 100 is a
N

constant value.

B. Mean

The mean is a metric that measures the middle location of a random variable’s

distribution and is a significant statistic that is widely mentioned in scientific literature.

Mean=
∑ of all values
number of values

C. Standard Deviation

A standard deviation is a statistic that measures the dispersion of a dataset relative to

its mean. The standard deviation is calculated as the square root of variance by determining each

data point’s deviation relative to the mean. 

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σ =√ ∑ ¿ ¿ ¿ ¿ , where

σ − population standard deviation

N – size of the population

x i−each value¿ the population

µ - the population mean

D. Regression Analysis

This is a set of statistical methods used for the estimation of relationships between a

dependent variable and one more independent variable. It can be utilized to assess the strength of

the relationship between variables and for modeling the future relationship between them.

This kind of statistical tool can be a really great help in the research study because it is a

reliable method of identifying which variables have impact on a topic of interest. The process of

performing a regression allows to confidently determine which factors matter most, which

factors can be ignored, and how these factors influence each other.

Simple linear regression analysis is what the researchers supposed to use because it is a

model that assess the relationship between a dependent variable and an independent variable.

The simple linear model is expressed using the following equation:

Y = a + bX + ϵ, where
Y – Dependent variable
X – Independent (explanatory) variable
a – Intercept
b – Slope
ϵ – Residual (error)
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Operational Definition of Terms

For a better understanding of this study, the following terms are operationally defined:

Pandemic. It is an infectious disease outbreak, which affects a large number of people in a broad

area, for example several continents or worldwide.

Emergence. Refers to the process of being seen or revealed after being hidden.

Consumer. A person that purchases a product or service for personal use.

Consumer Behavior. Refers to the overview of customers and how they act when they decide to

purchase a product that meets their needs.

Online Platforms. A specially developed platform using internet technology.

Crisis. Any incident or time that will or may have an impact on a person, community, or society

on an unstable and dangerous situation.

Digital Commerce. The practice to purchase or sell goods online or over the internet

electronically.
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CHAPTER II

Presentation, Analysis and Interpretation of Data

Yes No
The results

23% and findings

from the

survey-

questionnaire

are shown

77% using graphs

and tables. The

researchers

then analyzed and interpreted the data given from the participants’ responses in the study. It was

then used to determine the impact of the COVID-19 pandemic on consumers’ buying behavior.

Figure 4. Change of Shopping Preference During the Pandemic

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Figure 4 shows the answers of the respondents to the question “Did your shopping

preference change during the pandemic?”. Based on the figure, majority of the respondents

changed their shopping preference during the pandemic. There are 23 respondents who answered

yes, equivalent to 77% and 7 respondents who answered no, equivalent to 23%. This means that

most of the respondents changed their shopping preference during the rise of the pandemic.

Online Stores Physical Stores

40%

60%

Figure 5. Shopping

Preference

Figure 5 shows the answers of the respondents to the question “Do you prefer shopping

online or in physical stores?”. Based on the figure, consumers spend most of their time buying in

online stores during the pandemic. There are 18 respondents who preferred buying in online

stores, equivalent to 60% and 12 respondents who preferred buying in physical stores, equivalent

to 40%. This means that during the pandemic, most of the respondents prefer to buy their

necessities in online stores rather than going to physical stores.

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Sometimes Always Never

20%

80%

Figure 6. Shopping in Online Stores

Figure 6 shows the answers of the respondents to the question “How often do you shop

online?”. Based on the figure, most of the respondents sometimes shop in online stores. There

are 24 respondents who answered ‘sometimes’, equivalent to 80% and 6 respondents who

answered ‘always’, equivalent to 20%. This implies that most of the respondents occasionally

shop at online stores rather than being able to shop frequently.

Sometimes Always Never

7%

33%

60%
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Figure 7. Shopping in Physical Stores

Figure 7 shows the answers of the respondents to the question “How often do you shop in

physical stores?”. Based on the figure, majority of the respondents sometimes shop in physical

stores. There are 18 respondents who answered ‘sometimes’, equivalent to 60%; 10 respondents

who answered ‘always’, equivalent to 33% and 2 respondents who answered ‘never’, equivalent

to 7%. This implies that there are more respondents who occasionally shop in physical stores

rather than the ones who always choose to shop in physical stores during the pandemic.

Rating Buying things Online Shopping in I get detailed The products

online is shopping online stores information are always
easier and offers me saves me time of the product available
convenient in discounts,
and effort. when I shop when I buy
this cashbacks,
pandemic. and is online. things online.
sometimes
free in
shipping.
Frequ % Frequ % Frequ % Frequ % Frequ %

ency ency ency ency ency

Strongly 14 47% 11 37% 13 43% 10 34% 8 27%
Agree
(80-100%)
Agree 10 33% 11 37% 12 40% 14 47 % 14 47%
(60-80%)
Neutral 6 20% 6 20% 5 17% 4 13% 6 20%
(40-60%)
Strongly 0 0% 0 0% 0 0% 1 3% 0 0%
Disagree
(20-40%)
Disagree 0 0% 2 6% 0 0% 1 3% 2 6%
(0-20%)
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Table 1. Consumers’ Buying Behavior When Shopping Online

Table 1 shows the buying behavior of the consumers when shopping in online stores. Most of

the respondents strongly agree to the statement ‘Buying things online is easier and convenient in

this pandemic’. There are 14 respondents who strongly agreed, equivalent to 47%; 10

respondents who agree, equivalent to 33%; 6 respondents are yet undecided to the statement,

equivalent to 20% and no respondents disagreed to the statement. This implies that most of the

consumers buy things online because in this pandemic,