Impact of COVID-19 in Traditional Retail Stores and Their Adaptation

Research Paper
on
Impact of COVID-19 in Traditional Retail
Stores and their Adaptation
Research Paper
Impact of COVID-19 in Traditional Retail Stores and their Adaptation
Submitted To: Md. Ashraf Harun

Assistant Professor,
Department of Marketing
University of Dhaka.
Adjunct Faculty
Faculty of Business Studies
Bangladesh University of Professionals.
Submitted By: Group 5

MBA in Marketing
Department of Business Administration in Marketing
Bangladesh University of Professionals
NAME ID
Tasmiah Rahman 04
Kazi Nazifa Tabassum 11
Mohammad Shakhawat Islam Anik 19
Adnan Quayum 24
Md. Abrar Ul Kabir 25
Samina Islam 26
Tasnia Ahmed 34
COURSE NAME: Advanced Marketing Research

DATE OF SUBMISSION: 18 October 2020
LETTER OF TRANSMITTAL
18th October, 2020

Md. Ashraf Harun
Assistant Professor
University of Dhaka
Subject: Submission of Research Paper
Dear Sir,
With the best sense of respect and decorum, it gave us immense pleasure to be able to present
this paper assigned to us in the course of Advanced Marketing Research. Preparing this paper has
been a great experience for us. This has been an enormous opportunity where we learnt a great
deal and it also has provided us with a great scope of applying the gathered knowledge in the
practical field. We are extremely thankful to you for your valuable guidance, tiresome effort and
constant attention whenever required. We have learned so much throughout your course
Advanced Marketing Research and this research paper helped us to gain an in-depth insight on
‘The Impact of COVID-19 in Traditional Retail Stores and their Adaptation’. Without your
inspiration this research paper would have been an incomplete one.
In these circumstances, we would be thankful once again if you please give your judicious advice
on effort.
Yours Sincerely,
Tasmiah Rahman- 2025351004
Kazi Nazifa Tabassum- 2025351011
Mohammad Shakhawat Islam Anik- 2025351019
Adnan Bin Quayum- 2025351024
Md. Abrar Ul Kabir- 2025351025
Samina Islam- 2025351026
Tasnia Ahmed- 2025351034
MBA in Marketing
i|Page
DECLARATION
We hereby declare that except where specific reference is made to the work of others, the
contents of this paper are original and have not been submitted in whole or in part for
consideration for any other degree or qualification in this, or any other University. This paper is
the result of our own work and includes nothing which is the outcome of work done in
collaboration, except where specifically indicated in the text.
Mohammad Shakhawat Islam- 2025351019
MBA in Marketing
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ACKNOWLEDGEMENT
At first particularly I am thankful to the Almighty Allah for blessing us and giving us the ability
to complete this Research Paper within due time.
Advanced Marketing Research is really an interesting course and getting the opportunity to work
in a research paper like this leaves us with a store of knowledge. This paper will help us in our
future as a marketeer. I am eternally thankful to my course teacher, Assistant Professor Md.
Ashraf Harun for being an extremely empathetic mentor and guiding us throughout this entire
course. It is an essential course for any Business students. The versatile viewpoint and teaching
style of his is very nice and examples given throughout his lectures are very much realistic. So, it
helped us to understand the topics of this course easily. We would like to thank sir for giving us
his valuable time and guiding us throughout the research. We are grateful to him for his support,
encouragement, guidance, suggestions and advice which all helped us and motivated us
immensely in completing the research paper.
At last we would like to thank our classmates. Many of our friends and also many well-wishers
contributed ideas and filled out the surveys that greatly enhanced this paper. We would like to
thank them.
At the last, but not the least, we are also very thankful to every source of the Internet which is
very supportive and grateful medium for completing this paper.
Where this paper succeeds, we share the credit, where it errors, we accept the sole responsibility.
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LETTER OF AUTHORIZATION
I recommended that this research paper has been prepared under my supervision by

Mohammad Shakhawat Islam- 2025351019
MBA in Marketing 2020
Titled
be accepted in partial fulfillment of the requirements for the course of Advanced Marketing
Research for Master of Business Administration in Marketing under the Faculty of Business
Studies, Bangladesh University of Professionals.
……………………………….
Supervisor
Md. Ashraf Harun
Assistant Professor,
University of Dhaka.
Adjunct Faculty
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Abstract
Amidst the fast and quick unfold of the coronavirus (COVID-19) across the globe, Bangladesh
seems to be one of the least affected countries with less than 1000 deaths in almost 5 months.
The COVID-19 pandemic (that commenced in early 2020) is inflicting numerous disruptions in
the short- and mid-term, to which businesses ought to adapt. Some retailers have reacted to the
emergency immediately, portraying a plethora of different intervention types. While the
consumers have been cutting back on most of their purchases during the COVID-19 outbreak,
grocery retailers are winning out. The overwhelming demands for grocery shopping which
started with ‘panic buying’, now appears as a logical consumption strategy to survive in the
lockdown. The impact in consumer sentiment is highly noticeable in the grocery retail industry
across the world.
How will purchases and attendance in Groceries stores and especially supermarkets evolve? This
is the query on the moment. While purchases now are highly motivated by a few factors, this
paper will go in depth of consumer psychology to find out the selected attributes and how they
motivated peoples buying behavior. While all these grocery delivery platforms have been
tumbling under the immense pressure of staggering demands and disruptions in the workforce,
the delivery services have been struggling hard to cope with the shortage of workers and earn the
confidence of the consumers.
Key Words: Ambience, Convenience, Time, User Friendliness, Trustworthiness, Availability,

Hygiene, Adaptation.
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Table of Contents
LETTER OF TRANSMITTAL.............................................................................................................................i
DECLARATION..............................................................................................................................................ii
ACKNOWLEDGEMENT.................................................................................................................................iii
LETTER OF AUTHORIZATION.......................................................................................................................iv
Abstract.......................................................................................................................................................v
1. INTRODUCTION.......................................................................................................................................2
1.1. Background of the Topic..................................................................................................................2
1.2. Problem Statement............................................................................................................................4
Management Decision Problem:..........................................................................................................4
Marketing Research Problem:.............................................................................................................4
1.3. Objective of the Research.................................................................................................................4
1.4. Scope of the Study:...........................................................................................................................5
Scope...................................................................................................................................................5
2. LITERATURE REVIEW................................................................................................................................7
2.1. THEORETICAL FRAMEWORK....................................................................................................7
2.2. EXPLANATION OF THE TERMS.................................................................................................8
2.2.1. Availability................................................................................................................................8
2.2.2. Ambience...................................................................................................................................9
2.2.3. User Friendliness.....................................................................................................................10
Online Shopper Behavior: Influences of Online Shopping Decision.................................................11
2.2.4. Convenience............................................................................................................................11
2.2.5. Trustworthiness.......................................................................................................................12
2.2.6. Time.........................................................................................................................................12
3. METHODOLOGY.....................................................................................................................................15
3.1. Research Design.............................................................................................................................15
3.2. Research Plan.................................................................................................................................15
3.3. Extent of researcher interference....................................................................................................15
3.4. Unit of analysis...............................................................................................................................15
3.5. Time horizon..................................................................................................................................15
3.6. Nature of the Study.........................................................................................................................15
3.7. Data Collection Types....................................................................................................................16
Primary data:.....................................................................................................................................16
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Secondary data:.................................................................................................................................16
3.8. Data analysis techniques.................................................................................................................16
3.9. Sample Size....................................................................................................................................16
3.10. Sampling Technique.....................................................................................................................16
3.11. Scaling Technique........................................................................................................................17
3.12. Sample Element, Sample Unit, Sampling Frame..........................................................................17
3.13. Data Collection Tools...................................................................................................................17
3.14. Target Respondents......................................................................................................................17
3.15. Analytical Tools...........................................................................................................................17
Initial Reliability Analysis.................................................................................................................18
Pie Charts..........................................................................................................................................18
Bar Charts..........................................................................................................................................18
Average Inter-Item Correlation Matrix..............................................................................................18
4. FINDINGS AND DATA ANALYSIS.............................................................................................................20
Reliability Analysis...............................................................................................................................20
Correlation Output.................................................................................................................................21
People are more into online stores than traditional retail stores (both neighbourhood stores and
supermarkets)........................................................................................................................................24
Most of the retail shopping done on regular basis is for Food and Groceries’ Shopping.......................26
Not being able to try the product first-hand is what stops people from buying products online............28
Location is a deciding factor in Traditional Retail Buying with minimal impact on online shopping.. .29
5. Implications of Key Findings..................................................................................................................32
Theoretical implications:.......................................................................................................................32
6. CONCLUSION:........................................................................................................................................34
Conclusion.............................................................................................................................................34
Limitations of the Study........................................................................................................................35
REFERENCE AND APPENDIX.......................................................................................................................36
REFERENCE:.......................................................................................................................................36
APPENDIX:..........................................................................................................................................39
Questionnaire.....................................................................................................................................39
Situation Analysis Based Questions..................................................................................................40
Questions based on attributes............................................................................................................42
Segmentation Based Questions..........................................................................................................43
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Chapter 1
Introduction
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1. INTRODUCTION
1.1. Background of the Topic

Amidst the fast and quick unfold of the coronavirus (COVID-19) across the globe, Bangladesh
seems to be one of the least affected countries with less than 1000 deaths in almost 5 months.
While doctors and scientists are spending sleepless nights to combat this pandemic, the sector is
already grappling with its financial fallout. Since the scenario is evolving each day, monetary
and economic estimates can only provide a magnitude of the impact. The COVID-19 pandemic
(that commenced in early 2020) is inflicting numerous disruptions in the short- and mid-term, to
which businesses ought to adapt. Some retailers have reacted to the emergency immediately,
portraying a plethora of different intervention types.
While the consumers have been cutting back on most of their purchases during the COVID-19
outbreak, grocery retailers are winning out. The overwhelming demands for grocery shopping
which started with ‘panic buying’, now appears as a logical consumption strategy to survive in
the lockdown. The impact in consumer sentiment is highly noticeable in the grocery retail
industry across the world.
How will purchases and attendance in Groceries stores and especially supermarkets evolve? This
is the query on the moment. The duration of the current confinement has displayed the
emergence of irrational behavior. When the world returns to near normalcy, a catch-up effect
will unavoidably take place, which will result in a rebalancing of purchases. The implementation
of confinement procedures, leading to the shutdown of many activities, obviously influences
nearby local stores initially. Only Groceries store are in full operation, with supermarkets in the
lead, which needs to manage rising demand and the hysterical behavior.
Consumers are exploring less, following more linear trajectories. Efficiency has turned to be the
watchword due to the fact time in the shop is counted, the health risk is present. Impulse
purchases are at the decline, which influences the profitability of mass distribution. Purchases are
certainly focused on crucial products like the cases of flour, pasta, edible oil and so on. For
Groceries shops, the situation is in total opposition to the one of supermarkets where they are
under unprecedented pressure. This is paradoxical since the absolute number of customers in
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points of sale is falling. In particular, online orders have soared, whereas until now there have
been in poor relation compared to supermarkets.
In 2019, the annual turnover in the organized grocery retail sector rose 19 percent year-on-year
to BDT 23 Billion with a CAGR of 24 percent. Super shops in urban areas such as Shwapno,
Meena Bazar, Agora, Unimart saw a 50 percent spike in sales since March after the first
confirmed case. People turned towards the super shops in search of more hygienic and safer
options compared to kitchen markets. Now that the limitation on movement has been imposed,
access to the brick-and-mortar stores has been limited. The government has also curtailed the
operating time for small retail and grocery shops. This has provided an opportunity for the super
shops to capture more markets by moving into virtual platforms. Shwapno has launched its own
delivery service both online and by phone calls in the adjacent areas of the stores and have also
collaborated with food delivery platform FoodPanda since mid-April. Another key player in the
industry, Meena Bazar, launched mobile shops selling basic grocery items and fresh produce
apart from the online platform, ‘Meena Click’. The current circumstances and such initiatives are
helping large retail chain shops gain more market share over small grocery shops and kitchen
markets.
Although the supermarket industry in Bangladesh covered only a 1.6% share of the total retail
market worth USD 16 billion, the rising sales indicate that there is a window of opportunity for
the industry to flourish in the post-COVID-19 period. Moreover, this will help Bangladesh to
catch up with the regional contemporaries as the country significantly falls behind. Before
COVID-19, the main spot for grocery shopping was mostly the big superstores or flea markets
for goods. But however online grocery shopping was still prevailing. Due to this pandemic
unlike other industries, online food or grocery or any product delivery industries started to grow
rapidly.
Chaldal was already an established online grocery delivery platform before the pandemic which
has seen the average number of orders becoming double amidst the lockdowns. Khaas Food was
also a familiar name in the online staple market that also experienced a spike in orders. Other big
e-commerce platforms including Daraz, AjkerDeal, Priyoshop, Bikroy Sheba.xyz and Delivery
Hobe also joined in the grocery delivery market. The largest e-courier service Pathao has
relaunched its ‘Tong’ service. While all these grocery delivery platforms have been tumbling
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under the immense pressure of staggering demands and disruptions in the workforce, the delivery
services have been struggling hard to cope with the shortage of workers and earn the confidence
of the consumers.
1.2. Problem Statement

The recent shift in the choice of customers due to COVID-19 has created a positive perception
on the online industry and had a negative impact on the traditional grocery stores. There is yet to
find about the topic on this pandemic impacted the overall grocery industry. With the changing
dynamics of the business world, the businesses are being affected with multiple issues that
includes both the price and quality of products or services and the change in customer behavior
and loyalty based on convenience. It is highly important to identify the problems related to it and
create a solution. Hence, this paper is important to conduct in order to further find solutions for
issues related to these services.
Management Decision Problem:

The action-oriented management decision problem will help the stakeholders identify:
 How the loss of market share be revived and how should segmentation be done
differently?
 What is affecting the shift in customer buying behavior?
Marketing Research Problem:

In order to make the best decision regarding the research results, the following research problems
have been identified:
 Identify the type of information that is to be collected to make a decision regarding the
impact of COVID-19 on traditional retail stores
 Identifying what can be the probable underlying causes for the impact on the retail stores
 Identifying how are this information going to be collected
1.3. Objective of the Research

In the current highly competitive grocery market, the companies are undertaking various
innovative strategies to compete with their counterparts. Some of these strategies, including
pricing, has been proven to be the most effective in case of the company.
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Broad Objective: Identifying the impact of COVID-19 on the traditional grocery shops would
be our broad objective.
Specific Objective: Additionally, our paper aims to shed light on the following general
objectives:
To find the what stimulates people’s buying behavior.
To identify how the medium sized retail stores were impacted by the pandemic.
To find how large retail chains technologically adopted to the new normal.
1.4. Scope of the Study:

Scope
The study primarily focuses on changes in buying pattern of people. It further emphasizes on
finding the factors that will help deciding in their retail shopping pattern. These factors are to
help in future for finding long term trends noticeable among consumers and their impact on the
retail buying behavior. This paper will further open doorway towards more researches regarding
how Covid 19 has impacted the traditional retail buying pattern and what the future holds for
retail buying.
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Chapter 2
LITERATURE REVIEW
6|Page
2. LITERATURE REVIEW
2.1. THEORETICAL FRAMEWORK

The retail industry felt the effects of COVID-19 more than most: physical stores closed as
lockdowns forced shoppers to stay away, and millions of retail workers were unable to do their
jobs from home. Concurrently, e-commerce boomed as locked-down consumers had more goods
than ever delivered to their homes. Retail is a hugely customer-centric industry, and consumers
can be very demanding. Today they expect an omni channel and personalized experience,
something the retail sector has spent the last 15 years or so building up to. The Internet has given
consumers access to endless shopping options, and mobile devices have put offers and
information at their fingertips, anytime and anywhere. But then COVID-19 arrived, and all kinds
of things changed.
We understand that COVID-19 has had an impact on the traditional retail stores. Some managed
to adapt to digital and some did not. There was a change in the purchase behaviour of the
customers too. People had a high preference to purchase from online media to remain distant
from the pandemic. This is a new trend as people did trust online medium before but now, they
do. There were multiple factors that affected their decisions which is showcased in our
constructs. The change in consumer buying behaviour due to COVID-19 is our dependent
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variable whereas ambience, convenience time, user friendliness, trustworthiness and availability
are our independent variables. From these we get the result that there has been a convergence
from traditional to online stores be it from customer preference or from the traditional store
adaptation.
2.2. EXPLANATION OF THE TERMS

The pandemic has changed the dynamics of how the world runs and has created opportunities for
never before seen services. The shift to the online media from the traditional ones has been
drastic and a fit for the change that the world is facing. The impact has been explained
throughout the paper with a detail investigation on the effects on certain factors. The terms have
been thoroughly explained as follows which we have discover throughout the paper:
2.2.1. Availability
The World Wide Web has pushed in no little degree of changes in the disposition and conduct of
individuals everywhere on the world. Internet shopping began in Bangladesh years back, yet
purchasers are very little adjusted at this point to go web-based shopping often. This
investigation is embraced to comprehend the conduct of online customers through a self-
developed poll of 160 respondents from Dhaka city. The overview uncovers that buyers shop
online to spare time, and for accessible assortments of items and administrations. Both male and
female both have a similar kind of conduct towards preferring and loathing factor (Taylor &
Francis, 2020). Numerous organizations began retail business through facilitating their own sites
including huge assortment of items and administrations alongside appealing proposals to the
clients. The E-stores have developed to fulfill the needs of enormous portions of clients. Internet
shopping has encountered a quick development during the ongoing years because of its
adaptability in tasks (Suvarna, 2020). Customer decision models, which depict buyer decision
between the on the web and retail locations, are resolved through writing investigation;
advantages and constraints for each store are inspected. Thirdly, the dynamic device, which
consolidates previously mentioned factors, is introduced. Different standards assessment
strategies utilized for purchaser decision investigation are outlined, too (Semantics Scholar,
2020). Continuous admittance to data impacts a fruitful online encounter, and retailers should
have the option to convey precise data custom fitted to the customer's developing inclinations.
Additionally, online customers will in general have higher pay levels than normal shoppers and
accordingly are not encountering a similar budgetary effect of the financial decline (WNS,
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2020). Hypothetically, we give a more profound comprehension of the online client experience,
while picking up knowledge into two customer fragments recognized as being essential to staple
e-retailers (Taylor & Francis, 2020).
2.2.2. Ambience
Hand-washing is critical and the retailers have entered a brave new world of sanitation in order
to keep their employees and customers safe from the corona virus. Amid the pandemic,
consumers are relying on grocers to step up and provide cleaner facilities than perhaps they ever
have before, because any touch point now becomes a possible way to spread the disease
(Winsight Grocery Business, 2020). New global consumer research shows how consumers are
radically changing their lives in response to the pandemic. Many consumers are facing new
personal situations, with changes in income and leisure time, which are influencing attitudes and
behaviours. The huge rise in digital commerce, especially among new or low-frequency
consumers, is likely to continue post-pandemic (Accenture, 2020). Before COVID-19 closing
stores down, research found that opening a new location increases traffic to the retailer’s website
by 37% the following quarter. The COVID-19 pandemic has underlined the importance of digital
and the role technology plays in consumers’ lives as well as working life. Retailers will need
digital more than ever to emerge successfully from this crisis and thrive. One of the responses
we’ve seen to how people are approaching this period of isolation and uncertainty is in huge
overnight changes to their shopping behaviours. From bulk-buying to online shopping, people
are changing what they’re buying, when, and how. Some shoppers have raised questions about
the safety of receiving their online orders. Experts are finding that the virus can live on
surfaces from three hours to up to three days, depending on the material. That said, it’s unlikely
that COVID-19 would survive on your purchased items from the time they were packed to the
time you received your package (especially with the slowdown in the delivery system). And
shipping conditions make a tough environment for COVID-19 as well, so it’s not likely you’ll
be exposed via the package itself, either (Accenture.com. 2020). The internet became a
destination of choice for grocery shopping during the coronavirus-forced lockdown a few months
ago. With the shutdown well behind them, scores of people in Bangladesh still prefer to buy
daily necessities and other stuff from the comfort and safety of the home at the touch of a button.
The biggest names in Bangladesh’s online retail business setting have nearly overcome the
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hurdles to supply their consumers with their desired products and are now taking steps to expand
their services as the winter approaches (BD News24, 2020).
2.2.3. User Friendliness

The COVID-19 has caused gigantic negative effects on populace wellbeing, society, education,
and the economy in Bangladesh. The aim is to deliver a comprehensive overview of the
observed and the possible impacts that could appear in the coming days. The study is
based on secondary information. During the early period, due to a lack of accurate facts about the
case affected and death tension up-and-down among the nations. The total number of confirmed
cases is increasing following geometric patterns in Bangladesh. Dairy farmers, vegetable
producers, pharmaceuticals, poultry farmers are in deep crisis due to lower prices. Also the
pandemic has seriously affected educational systems, banking, FDI, ready-made garments,
remittances, etc. Finally, it is not possible to mitigate the effects of pandemic individually but the
integrated effort from the state authority as well as concern people of all sectors need to come
forward. The Covid-19 pandemic has had a profound impact on the supply chain and demand for
the apparel sector because of challenges of raw material source and cancelled orders (Research
Gate, 2020).
A critical situation pushes human behaviour towards different directions with some aspects of
behaviour being irrevocable. COVID-19 pandemic is not a normal crisis, and to control the
spread of disease various measures were taken including complete and then partial lockdown.
Since all elements of the economy are intricately interrelated with public health measures and
lockdown, this resulted in economic instabilities of the nations hinting towards change in market
dynamics. In every market, consumers are the drivers of the market competitiveness, growth and
economic integration (Sagepub, 2020). With economic instability, consumers are also
experiencing a transformation in behaviour, though how much of transformation experienced
during the crisis will sustain is a question. This article looks at the consumer behaviour during
COVID-19 crisis and in the subsequent lockdown period when the world stood still for more
than a quarter of a year. Further, the article attempts to weave through the maze of literature
available about consumer behaviour in normal times and in crisis times, strengthens it with the
rapid assessment reports culled out by the different consulting organisations during lockdown
phase, substantiates the same with first-hand telling and retelling of experiences by consumers
and professionals with marketing background to bring up a hypothesis of the pandemic affecting
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a paradigm shift from consumer materialism to consumer spiritualism. The proposition offers
further testable hypotheses for future research to understand consumer sentiments or requirement
in buying ‘what is enough’ within the marketing context and how it can be reinforced post-
COVID crisis for ensuring sustainability of business models. It would also be interesting to
explore the correlates of this forced consumer behaviour with other variables such as learning
from crisis, changing needs, personality, nationality, culture, new market segment and age to
develop new models of consumer behaviour.
Online Shopper Behavior: Influences of Online Shopping Decision

This research has shown an interest in investigating consumer motivations that affect the online
shopping behavior. It is yet to understand what factors influence online shopping decision
process. The objective of this study is to provide an overview of online shopping decision
process by comparing the offline and online decision making and identifying the factors that
motivate online customers to decide or not to decide to buy online. It is found that marketing
communication process differs between offline and online consumer decision. Managerial
implications are developed for online stores to improve their website. This study first provides a
theoretical and conceptual background that illustrates the differences between offline and online
consumer behavior process. Then we identify some basic factors that drive consumers to decide
to buy or not to buy through online channel. Finally, we draw managerial implications of how
online sellers can use this knowledge to improve their online stores to be more attractive and get
more online shoppers (Sbornik, 2020).
2.2.4. Convenience
Shoppers seek convenience in different shopping situations; however, marketers know very little
about the types of convenience that retailers offer and the types of convenience that consumers
value. In this study, perceptions of retail convenience are examined across two popular shopping
formats— traditional, brick-and-mortar stores and online shopping. (MMA Global, 2020). The
term “convenience” is here understood to refer to amenity or comfort experienced by the
customer. However, this does not only mean the characteristics inherent in the product itself. It
includes the convenient purchase of a product (in particular food), which is easy to prepare,
and which is generally available in small quantities. Consumption is quick and immediate. The
term convenience refers to more than ease of purchase (Springer, 2020). Online retailers can
combine their strategies on differentiation and market scope (segmentation) to increase customer
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satisfaction and loyalty. Differentiation based on customer care, convenience and value for
money are more successful when focused on the goal-oriented shopper. The authors also found
that satisfaction is more likely to generate loyalty for the goal-oriented segment rather than for
the experiential shopper The store-oriented shoppers are more motivated by physical store
orientation (e.g., the desire for immediate possession of goods and social interaction). Shopping
types are profiled in terms of background variables and the propensity to shop online. The results
are contrasted with a matched sample of off-line shoppers. Implications of this typology for
theory and practice are discussed.
2.2.5. Trustworthiness
Trust in the salesperson and trust in store branded products have positive effects on overall store
trust. Store trust, in turn, increases perceived value and loyalty intentions. Looking at the drivers
of the three levels of customer trust, salesperson trustworthiness positively affects only trust in
the salesperson. Store environment has a positive impact only on overall trust in the store. Store
communication fosters all three levels of customer trust, while store assortment increases both
overall trust and trust in store branded products (Research Fate, 2020). Trust, is tremendously
essential element of basic human feelings (e.g., sincerity) in addition to being an element of
website confidence in this digital world. Trust and trustworthiness are two different contexts
(Toma, 2010). Trustworthiness is an attribute of trust by trustees (Kate, 2009). Trustworthiness is
the likelihood of trustee to maintain an individual’s trust (Chopra & Wallace, 2002). It also
defined as the characteristics of trustees that worthy to trust (Rusman, Van Bruggen & Koper,
2011) and willingness to trust (Akter, D’Ambra, & Ray, 2011). According to Gabarro (1978),
trustworthiness is a complex constructs that create competence and character of trustees (Akter et
al., 2011). According to Mayer et al. (1995, p. 712), trust is the ‘‘willingness of a party to be
vulnerable to the actions of another party based on the expectation that the other will perform a
particular action important to the trustor, irrespective of the ability to monitor or control that
other party’’. Trust is an important predictor of actual risk taking in a relationship. In the context
of online shopping, risk taking means actually buying from an online store (ResearchGate,
2020). Trust has been found to be crucial for consumer behavior towards online shops.
However, existing studies on the role of trust in electronic commerce are mainly based on ad hoc
scales to measure trustworthiness, merely rely on self-reported consequences of trust such as
intention to buy, and focus on low-risk product (Goeritz.net, 2020).
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2.2.6. Time
Delivery time is a key factor in the decision to shop with an ecommerce brand again, according
to 87% of the 558 online shoppers Dotcom Distribution polled in May for its new study, How
Fast Delivery and Quality Packaging Drives Customer Loyalty, and highlight the importance of
shipping speed and package aesthetics in the customer experience (Tim Parry, 2016). Speed isn’t
the only factor that influences customer loyalty and brand perception. Consumers care about
aesthetics, too. In fact, 40% of online shoppers said they would be somewhat more likely or
much more likely to purchase from a retailer that offers premium packaging. The same
percentage of shoppers said that branded or gift-like packaging affects their perception of the
online retailer that shipped the item (MH&L, 2016). Consumer satisfaction with online shopping
is directly dependent on a number of factors. There is a constant dilemma in the market related to
the question which online shopping determinants affect the customer satisfaction. This issue is
particularly important for underdeveloped markets, where online commerce is not sufficiently
present. In order to increase the online commerce participation, it is necessary to explore and
analyze the connection between customer satisfaction and diverse determinants (Nebojesca
Vasic, 2020). With a study on 400 traditional retail stores’ customers and 30 retail store owners,
showed that most of selected factors highly affected traditional retail stores competitiveness in
Chiang Mai, Thailand. Those factors were employee, products, value, location, lay out of store
and arrangement of goods, variety of products and services, corporate social responsibility,
relationship with business competitors, pricing and profitability, store decoration, inventory,
promotion and distribution. While technology and communication with customers fairly affected
expected of customers. The owners of retail stores in Chiang Mai need to focus all these factors
as their were affecting traditional retail stores competitiveness and ability to survive in this ever-
changing world of retail (Phansawat Fongkam, 2015).
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Chapter 3
Methodology
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3. METHODOLOGY
3.1. Research Design

The research we have conducted we followed the principles of Multiple Cross-Sectional
Research design. The research is designed to obtain the choice and preferences of the people in
Dhaka to study the trend of purchase behaviour. The research has been conducted through online
questionnaire. The scaling has been measured through simple yes or no questions along with
preferences scaling from 1 to 5. The length of the questionnaire has been limited to 30 questions
that can be answered within 5 minutes.
3.2. Research Plan

To meet the objective of the study a descriptive design has been adopted.
3.3. Extent of researcher interference

Here researcher interference has been minimal because correlation study has been conducted in
the natural environment (normal work flow) because we are only concerned with the influence of
variable with the other variables.
3.4. Unit of analysis

In this unit of analysis has been individual as well as group unit of analysis because we have
talked to individual respondents as well as respondents working in groups.
3.5. Time horizon

As we have gathered data in order to answer a research question, so it is called one-shot or cross-
sectional analysis.
3.6. Nature of the Study

In this study, peoples buying pattern and preference has been obtained through an exploratory
research. In this study, a quantitative research has been conducted to get the insight of the people
in Dhaka city. An empirical investigation has been done to study the implications of buying
habits of the customers using reliable data sources. The research has been carried out in two
stages. In stage 1, literature review has been done to study variables impacting peoples’ buying
pattern worldwide. In second stage data will gathered by primary data collection method through
personally administered questionnaires. A descriptive questionnaire has been designed on
parameters concerning online & offline stores and a customer survey of peoples buying pattern
15 | P a g e
has been conducted to study the scope to which consumer demographics and consumer
psychographics has an impact on the trend.
3.7. Data Collection Types

The data of this report has been collected from primary and secondary sources of information.
Primary data:
Primary data has been collected from aged groups such as 18 to 24, 26 to 49, 50 to 65. Dhaka
city has been divided into several parts. Different areas have been selected from each of the parts
of the city to take part in the study.
Secondary data:
Sources of secondary data include:
i. Features and articles published in newspaper, blogging site etc.

ii. Previously completed research papers related to retail shops.
Data which can be interpreted for the research has been utilized for the purpose and cited in the
literature review.
3.8. Data analysis techniques

The statistical tool that we have use for study is Microsoft Excel, the Statistical Package for the
Social Sciences (SPSS for Windows). Data collected from above mentioned options has been
analyzed by following methods.
 Reliability Analysis
 Correlation Analysis
 Graphs and Charts Analysis
3.9. Sample Size

For qualitative data collection, the probable sample size has been between 200 to 500.
3.10. Sampling Technique

In qualitative data collection, a non-probability convenience sampling technique has been
followed to collect information from the respondents. As it is a quantitative study with limited
resources, such technique has been followed to select samples. Samples are easy to recruit in this
technique. This technique is considered easiest, cheapest and least time consuming.
16 | P a g e
3.11. Scaling Technique

Non-comparative scaling technique has been used in this study. To be more precise, Likert scale
has been used in case of most questions which is a type of itemized rating scale. Likert scale is
used to indicate the degree of agreement or disagreement with each of a series of agreement
about the stimulus objects. Typically, it is a five-points rating scale ranging from “strongly
disagree” to “strongly agree”. Also, a nominal scale that has only two labels (Yes/No) called
dichotomous scale has been used to differentiate and label variables.
3.12. Sample Element, Sample Unit, Sampling Frame

Sample element: People staying in Dhaka City
Sample unit: People (male and female) who are aged between 18 to 65
Extent: Dhaka metropolitan area.
3.13. Data Collection Tools

Target Population 18-65 Years old
Element University Students, newly employed, mid-level employees, Senior
citizens.
Sampling unit People (male and female) who are aged between 18 to 65
Sampling frame Not Applicable for this research
Sampling technique Non-probability convenience sampling
3.14. Target Respondents

We have fixed our target respondent of this study from the young adults who go to universities,
who just currently graduated from universities and are newly employed. The target respondents
for this paper are students, newly employed, entrepreneurs. They provide the valuable
information regarding the food consumption habits and trends
3.15. Analytical Tools

Inferential statistics has been used to analyze the data. Inferential statistical techniques such as,
Correlation Analysis has been used to analyze the data. A Principal Component Analysis (PCA)
with an Orthogonal Rotation (Varimax) using the SPSS (Statistical Package for Social Sciences)
was performed on the survey data.
17 | P a g e
Initial Reliability Analysis

To analyze the reliability of the model, this study used the Cronbach’s alpha coefficient value.
Table 4 shows all Cronbach’s alpha values of different factors that are above 0.60 cutoff values
as suggested by Nunnally and Berstein (1994).
Pie Charts
Pie charts provide a simple and very visual picture of the relative proportions of performance in
percentage and value by cumulating data over a period of time. A pie chart is a chart that shows
the frequencies or percent of a variable with a small number of categories. It is presented as a
circle divided into a series of slices. The area of each slice is proportional to the number of cases
or the percent of cases in each category. It is normally used with nominal or ordinal variables
Bar Charts
A bar chart is a chart that shows the frequencies or percent’s of a variable and is presented as a
series of vertical bars. The height of each bar is proportional to the number of cases or the
percent of cases in each category. It is normally used with nominal or ordinal variables.
Average Inter-Item Correlation Matrix

Average inter-item correlation is a way of analyzing internal consistency reliability. It is a
measure of if individual questions on a test or questionnaire give consistent, appropriate results;
different items that are meant to measure the same general construct or idea are checked to see if
they give similar scores.
18 | P a g e
Chapter 4
Findings and Analysis
19 | P a g e
4. FINDINGS AND DATA ANALYSIS
Reliability Analysis
Reliability analysis refers to the fact that a scale should consistently reflect the construct it is
measuring. An aspect in which the researcher can use reliability analysis is when observations
under study that are equivalent to each other in terms of the construct being measured also have
the equivalent outcome.
Cronbach's alpha is the most common measure of internal consistency ("reliability"). It is most
commonly used when you have multiple Likert questions in a survey/questionnaire that form a
scale and you wish to determine if the scale is reliable.
A rule of thumb for interpreting alpha for dichotomous questions (i.e. questions with two
possible answers) or Likert scale questions is:
α >.9 Excellent
.9> α > .8 Good
.8> α > .7 Acceptable
.7> α >.6 Questionable
.6> α >.5 Poor
.5> α Unacceptable
The relaiablity analysis of the survey constructs show that-
Case Processing Summary

N %
Cases Valid 97 83.6
Excludeda 19 16.4
Total 116 100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
20 | P a g e
Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.899 .903 9
From our survey, we can see that Cronbach's alpha is 0.899, which indicates a high level of
internal consistency for our scale with this specific sample. Thus, we can say that the sample data
is quite reliable and can proceed for further analysis.
Correlation Output
21 | P a g e
Correlations estimate the strength of the linear relationship between two variables. Correlation
coefficients range from -1.0 (a perfect negative correlation) to positive 1.0 (a perfect positive
correlation). The closer correlation coefficients get to -1.0 or 1.0, the stronger the correlation.
The correlation coefficient for different variables compared each other in the above tables shows
values ranging from -.1.0 to +1.0. For survey scale type data this is pretty small. The number of
respondents in the sample answering both items is around 100. p-value for this correlation
coefficient is .000. It’s not technically zero. SPSS does not give p-values to more than three
decimal places.
22 | P a g e
The statistical hypothesis test for this p-value is:
H0: There is no significant relationship between the constructs.
Ha: There is a statistically significant relationship between the constructs.
If p < .05, then we reject the null of no relationship and conclude that the relationship is
statistically significant.
If p> .05, we go for null and accept that there is no relation between factors of same storefront.
Rather the relation will be established later between various storefronts on different ends.
23 | P a g e
People are more into online stores than traditional retail stores (both neighbourhood stores
and supermarkets).
As countries around the world were announcing lockdowns measures one after another, we saw a
frenzy of panic buying and stockpiling of essential products. Now that the lockdown measures
are in place and the number of infected cases is growing, people are trying to avoid public
places. As a result, they are forced to think of alternatives to grocery shopping from brick and
mortar stores and kitchen markets. Many urban inhabitants hence turned towards online grocery
shopping platforms.
The current crisis has been regarded as the biggest opening yet for online grocers. Chaldal, an
established player in this market, has reported a spike in daily order numbers. They have been
attending about 5,000 orders daily and have hired 300 new employees to do so. The average
single order basket has also increased from BDT 1,300 to BDT 3,750. Along with online grocers,
virtual medicine platforms’ daily order numbers have risen by almost sevenfold.
W hat Source s have you use d f or re tai l shoppi ng?

Before COVID 19 After COVID 19
60
54.3
52.6
50
40
32.8
30 28.4
20 19
12.9
10
0
Neighbourhood Stores Supermarkets Online Stores
From surveying sample respondents, we have found out various trends in retail shopping. A
major trend has shown us the increased rate of sales in Online Stores. Where as only 13%
respondent which is less than 15 out of 116 have reported to use online stores for regular retail
shopping. There was a spike in usage of online stores. The change was from 13% to astounding
24 | P a g e
53% (almost 61 of the 116 respondents). This shows how people actually switched their buying
behaviour.
This also means the sales of neighbourhood stores and supermarkets have decreased by a
percentage worth noticing which comprises of almost presently 47% declining from a mammoth
rate of 86%. With much uncertainty, many people are understandably hesitant about gathering in
crowded public spaces, and that is hurting traffic to physical retailers.
25 | P a g e
Most of the retail shopping done on regular basis is for Food and Groceries’ Shopping.
Time is essential for any occasion. As we have discussed, people have now been involved in
irrational behaviour. Some of this behaviour is on a temporary basis. Consumers will have
adopted short-term behaviours during the pandemic that in many cases will become permanent.
Even before the pandemic, the most profound behavioural change in commerce was the shift to
digital shopping. Many product categories had already been significantly disrupted by digital
over the past two decades (books, entertainment and consumer electronics), while others, like
apparel, were earlier in their transition to digital. Most importantly, one of the largest consumer
categories, grocery, was still nascent in terms of its transition to digital. According to Nielsen,
just 4% of grocery sales in the United States came online in 2019.
T i m e Co u n t - S h o p p i n g f o r F o o d a n d G r o c e r i e s
Never Once a Fortnight Once a Month Once a Week Twice a Week
5; 4%
18; 16%
22; 19%
40; 35%
30; 26%
After Covid 19 has had an impact on regular life, people are more into pertinent buying. The
COVID-19 pandemic is rapidly accelerating the transition to digital commerce. As consumers
are being asked to practice social distancing, e-commerce orders for groceries and other
essentials have become a survival tool. People now often order through online sources thus the
frequency of regular orders have changed also. Now the amount of people who do food and
groceries’ shopping more than once a week have increased. It sums up to around 51% of the total
respondents. This shows people are buying more temporary goods and regular usable goods.
26 | P a g e
Also, at the same time, they are trying to not store and buy rather consume and buy. Such a trait
change in people is supposed to have dramatic consumer behaviour switching in the future.
Almost 35% people at least does retail shopping once a week and 16% do it twice while ness
than 4% people doing it in long term basis.
27 | P a g e
Not being able to try the product first-hand is what stops people from buying products
online.
People are always looking for options and chances to buy different things online. But they often
stop and think a while before buying anything online.
Factor
Privacy Delivery
Difficult Concern; 3;
Charge; 14;
Return 3% 12%
Process ;
23; 20%
Delivery
Delay; 16;
14%
Not being
able to try
the
product;
59; 51%
Online shopping is easy, convenient, and the Internet never closes. Customers do like to shop
online. The reason they don't can because trust issues with the website, fewer cash on delivery
option, difficult return and refund policy, delay in delivery and most of all not being able to try
the product themselves. Products on website often don't match with the real thin whereas there
has been many reports of scam sellers on Evalley and Daraaz.
A fair share of people still prefers to touch the product, feel it and look into it for detailed
features and try it themselves. Then they plan to make any purchase. Since online shops don’t
offer this scope, they often refrain themselves from buying expensive products from online store.
Almost 51% people are victim to this and of the rest 20% don’t want to face the hassle of return
and refund policies.
28 | P a g e
Location is a deciding factor in Traditional Retail Buying with minimal impact on online
shopping.
Location as it says is part of convenience while doing retail buying. And it has the least chance
of affecting Online stores. But traditional stores are much likely to affected by Location
Convenience.
Correlations
Neighborhood Supermarkets Online Stores

Stores [Location] [Location] [Location]
Neighborhood Pearson Correlation 1 .667** .069
Stores [Location]
Sig. (2-tailed) .000 .500
N 103 99 99
Supermarkets Pearson Correlation .667** 1 .211*
[Location]
Sig. (2-tailed) .000 .037
N 99 99 98
Online Stores Pearson Correlation .069 .211* 1

[Location]
Sig. (2-tailed) .500 .037
N 99 98 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
29 | P a g e
Location
42 21 23 6 8
Online Stores
6 14 16 23 40
Supermarkets
9 22 8 27 37
Neighbourhood Stores
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Not at all Important Somewhat Important Neutral Quite Important Extremely Important
The survey shows us that 42% have deemed Location as Not at all important for Retail Shopping
at Online stores. But quite significantly it also shows that despite social distancing, lockdown
and other variables, people still prefer Supermarkets compared to Neighbourhood Stores. An in-
depth analysis of consumer buying patter shows that most people still feel that neighbourhood
stores are not a safe source of retail shopping and will travel further to supermarkets for their
daily needs.
The survey in a Correlation analysis also shows that people who tend to visit neighbourhood
stores are less likely to visit online shops. But people who visit supermarkets on regular basis
might prefer online stores may be for a sudden need of a product. For the same urge of a sudden
good, people regularly buying from supermarkets might also look for their options available in
neighbourhood stores. The Significance value of Neighbourhood stores and online stores being
far more than .05 proves them not at all correlated. But the other two linkages show strong
significance.
30 | P a g e
Chapter 5
Implications of Key Findings
31 | P a g e
5. Implications of Key Findings
Theoretical implications:
From the analysis and findings, we understand that COVID-19 has had a huge impact on the
ways retail stores operate. There has been a major shift in the market dynamics and based on our
findings there are a number of recommendations suggested:
 Due to the online dependence of people for purchases, the traditional retail giants should
invest in creating their own online platforms to maximize their sales. On the other hand,
since the neighborhood stores do not have the similar resource backings, they can enlist
themselves in delivery services like Food Panda, Pathao delivery etc. to have their online
presence.
 The medium and small stores should accept payment by mobile financial services, credit
and debit cards, and might consider giving loyal customers the permission to buy goods
and services by short-term credit when they buy in a big quantity.
 Retailers must put responsibility at the heart of their operations and act now to address
the far-reaching implications of COVID-19 on their businesses.
 Adopt new digital experiences for consumers by entering into 'personal contactless'
delivery of goods, either directly to home or for curb-side pickup.
32 | P a g e
Chapter 6
Conclusion
33 | P a g e
6. CONCLUSION:
Conclusion
With the advent of the global pandemic, all of us are currently living in flux. The customers are
trying their best to adapt to strange times without a lot of footholds and shifting their behavior as
a result. Businesses are facing much of the same uncertainty, while trying to support their
customers’ needs and their own. Depending on the industry and audience, the response to the
ever-evolving situation will change. It is important to know the customers better than anyone.
The traditional stores have taken up the impact of COVID-19 with lower physical presence of
customers, whereas, the online delivery channels have gained a big advantage with the
increasing demand. There needs to be a balance in order to create a business environment that is
fit for both running the business and benefitting the customers as a whole.
The realignment of purchasing priorities, personal lifestyles, and working practices forced on us
all by the COVID-19 pandemic may represent a seismic shift in the retail industry. Consumer
adoption of technology-enabled commerce is likely to deepen and broaden permanently, even in
segments like grocery which have to date resisted the large-scale migration from stores to online
seen elsewhere. Values-driven buying behavior accelerated by this crisis will become the norm.
The appetite for digitally enabled retail models will grow.
34 | P a g e
Limitations of the Study

During conducting this research, there were some limitations such as time, cost and lack of
experience. Also, in the limited time given we could not complete various expected tests and
analyze them. In future if we are given adequate time and opportunity, this can be a rich source
of data and we can come up with consumer behavior patterns from this research.
The data collection was conducted through online survey system, and telephonic interview
system, thus, the psychological perceptions of consumers rather than actual facts and figures
were used as data for analysis. This could influence the accuracy of the data for the difference
between what the consumers think vs. what they actually do while taking decisions. A task no
matter how big or small is supposed to have limitations of this sort. But it is the report that
justifies how much the limitations have been dealt with.
35 | P a g e
REFERENCE AND APPENDIX
REFERENCE:
1. Taylor & Francis. 2020. Consumer Buying Behavior Towards Online Shopping: An
Empirical Study On Dhaka City, Bangladesh. [online] Available at:
<https://www.tandfonline.com/doi/full/10.1080/23311975.2018.1514940?
scroll=top&needAccess=true> [Accessed 17 October 2020].
2. Suvarna, K., 2020. A Conceptual Study On The Impact Of Online Shopping Towards
Retailers And Consumers. [online] Papers.ssrn.com. Available at:
<https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2977181> [Accessed 17 October
2020].
3. Pdfs.semanticscholar.org. 2020. [online] Available at:
<https://pdfs.semanticscholar.org/d740/f40953990850c49d1b0c2afeeb84404af202.pdf>
[Accessed 17 October 2020].
4. Mhlnews.com. (2020). StackPath. [online] Available at:
https://www.mhlnews.com/transportation-distribution/article/22051729/delivery-time-
top-priority-for-online-shoppers.
5. Wns.com. 2020. Article : The Future Of Retail Is Online. [online] Available at:
<https://www.wns.com/insights/articles/articledetail/49/the-future-of-retail-is-online-self-
service-24-7-accessibility-and-easy-analytics-benefit-both-customers-and-companies>
6. Taylor & Francis. 2020. Online Grocery Shopping: The Impact Of Shopping Frequency
On Perceived Risk. [online] Available at:
<https://www.tandfonline.com/doi/full/10.1080/09593969.2015.1130737?
scroll=top&needAccess=true> [Accessed 17 October 2020].
7. Winsight Grocery Business. 2020. Coronavirus Changes Sanitation Standards In-Store.
[online] Available at: <https://www.winsightgrocerybusiness.com/retailers/coronavirus-
changes-sanitation-standards-store> [Accessed 17 October 2020].
8. Bdnews24.com. 2020. Online Retailers Gear Up For Doorstep Delivery As Bangladesh
Braces For COVID-19 Winter Wave. [online] Available at:
36 | P a g e
<https://bdnews24.com/business/2020/10/16/online-retailers-gear-up-for-doorstep-
delivery-as-bangladesh-braces-for-covid-19-winter-wave> [Accessed 17 October 2020].
9. Orange Business Services. 2020. Safe Shopping: The Impact Of COVID-19 On Retail.
[online] Available at: <https://www.orange-business.com/en/blogs/safe-shopping-impact-
covid-19-retail> [Accessed 17 October 2020].
10. Accenture.com. 2020. COVID-19: Impact On Retail Consumer Behavior | Accenture.
[online] Available at: <https://www.accenture.com/tr-en/insights/retail/coronavirus-
consumer-behavior-research> [Accessed 17 October 2020].
11. 2020. [online] Available at:
<https://www.researchgate.net/publication/244017223_A_comprehensive_model_of_cust
omer_trust_in_two_retail_stores> [Accessed 17 October 2020].
12. Pdfs.semanticscholar.org. 2020. [online] Available at:
<https://pdfs.semanticscholar.org/2368/f5238f10d189618102a3fba67068a5edc52d.pdf>
13. 2020. [online] Available at:
<https://www.researchgate.net/publication/220995549_Trustworthiness_in_e-
commerce> [Accessed 17 October 2020].
14. ResearchGate. 2020. (PDF) Consumers Rule: How Consumer Reviews Influence
Perceived Trustworthiness Of Online Stores. [online] Available at:
<https://www.researchgate.net/publication/251693484_Consumers_rule_How_consumer
_reviews_influence_perceived_trustworthiness_of_online_stores> [Accessed 17 October
2020].
15. Goeritz.net. 2020. [online] Available at: <https://www.goeritz.net/JCB.pdf> [Accessed
17 October 2020].
16. Fongkam, P. (2015). Factors Affecting Traditional Retail Stores Competitiveness in
Chiang Mai, Thailand. Journal of Economics, Business and Management, 3(2), pp.297–
301.
17. Multichannel Merchant. (2016). Delivery Time Influences 87% of Online Shoppers’
Purchase Decisions. [online] Available at: https://multichannelmerchant.com/must-
reads/delivery-time-influences-87-online-shoppers-purchase-decisions/ [Accessed 17
Oct. 2020].
37 | P a g e
18. Vasic, N., Kilibarda, M. and Kaurin, T. (2019). The Influence of Online Shopping
Determinants on Customer Satisfaction in the Serbian Market. Journal of theoretical and
applied electronic commerce research, [online] 14(2), pp.0–0. Available at:
http://www.jtaer.com/statistics/download/download.php?co_id=JTA20190206.
38 | P a g e
APPENDIX:
Questionnaire
Dear Participant,
Take our heartfelt gratitude for taking your time to fill up this survey and helping us achieving
the desired outcome. We are a group of MBA students carrying out the research titled "Impact
of COVID-19 in Traditional Retail Stores and their Adaptation” as a part of our academic
requirement. This questionnaire is prepared with the aim to find out the impact COVID 19 has
on traditional and online retail stores.
All individual responses to our research are completely confidential. Information collected is
combined with information gathered from other survey participants and shown in aggregate
excluding personally identifiable information, unless otherwise evident within the survey. The
data collected in our studies has been used for research purposes only, and our use of that
information is strictly limited to that purpose.
Please revert back to us if you have any queries regarding the questionnaire or anything related
to the survey. We would be obliged to help you and be available at all times.
Email:
Md Abrar Ul Kabir: navidkabir85@gmail.com
Tasmiah Rahman: tasmiah.work@gmail.com
39 | P a g e
Situation Analysis Based Questions
1. How often do you do retail shopping?

1. Daily 1
2. Twice a week 2
3. Once a week 3
4. Once in Fortnight 4
5. Once in month 5
2. What sources have you used for retail shopping before COVID 19?
1. Neighbourhood stores 1
2. Supermarkets 2
3. Online Stores 3
3. What sources have you used for retail shopping after COVID 19?
1. Neighbourhood stores 1
2. Supermarkets 2
3. Online Stores 3
Please indicate your extent you agree or disagree with the statements by making appropriate
number in the given blank space
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
4. I prefer buying things from Offline Stores
5. I prefer buying things over Online platforms
6. During the past 6 months I often purchased on Offline
7. During the past 6 months I often purchased on Online
8. What stops you from shopping online?

1. Delivery Charge 1
40 | P a g e
2. Not being able to try the product 2

3. Delivery Delay 3
4. Difficult Return Process 4
5. Privacy Concern 5
9. How often do you shop for food and grocery products s for you and your house hold
consumption?
1. Always (Twice a Week) 1
2. Usually (Once a Week) 2
3. Occasionally (Once a Week) 3
4. Rarely (Once a fortnight) 4
5. Never 5
10. Please indicate how often you shop at the following types of retail format when shopping for
food & grocery products.
1. Neighbourhood stores: ( ) 1
2. Supermarkets : ( ) 2
3. Online Stores: ( ) 3
41 | P a g e
Questions based on attributes
What store attributes do you consider important when shopping for food and grocery products in
retail formats. Please indicate your extent of importance or unimportance with them by making
appropriate number in the given blank space
1. Not at all important 1

2. Somewhat important 2
3. Neutral 3
4. Quite important 4
5. Extremely important 5
Neighbourhood Supermarkets Online

stores Stores
Convenience Location
Accessibility
Operating Hours
Availability Choice Options
Quality of Merchandise
Merchandise and services at
lower prices
Time Service Promptness
User Friendliness of sales personnel
Experience Easy return purchase policy
Website/ App Design and
Features
Trustworthiness Privacy and Security while
online payment
Ambience Hygiene & Cleanliness

Contactless Delivery
42 | P a g e
Segmentation Based Questions
1) Where do you live?

2) How old are you?
1. < 18
2. 18-24
3. 25-39
4. 40-55
5. 55+
3) What do you do?
1. Student
2. Paid Employee
3. Retired Personnel
4. Home-Maker
5. Business Person
6. Others
4) Monthly Income
1. < BDT 10000
2. BDT 10000- 19999
3. BDT 20000- 29999
4. BDT 30000- 50000
5. > BDT 50000
5) Family Size
1. Bachelor
2. 2-3 Members
3. 4-5 Members
4. 5+ Members
6) Monthly Expenditure for Groceries
1. < BDT 5000
2. BDT 5000- 9999
3. BDT 10000- 15000
4. > BDT 15000
43 | P a g e

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Research Paper

Submitted To: Md. Ashraf Harun

Submitted By: Group 5

COURSE NAME: Advanced Marketing Research

18th October, 2020

Subject: Submission of Research Paper

collaboration, except where specifically indicated in the text.

Tasmiah Rahman- 2025351004

Kazi Nazifa Tabassum- 2025351011

Mohammad Shakhawat Islam- 2025351019

Adnan Bin Quayum- 2025351024

Md. Abrar Ul Kabir- 2025351025

Samina Islam- 2025351026

Tasnia Ahmed- 2025351034

Tasmiah Rahman- 2025351004

Md. Ashraf Harun

Bangladesh University of Professionals

Key Words: Ambience, Convenience, Time, User Friendliness, Trustworthiness, Availability,

1.1. Background of the Topic

1.2. Problem Statement

Management Decision Problem:

Marketing Research Problem:

1.3. Objective of the Research

To find the what stimulates people’s buying behavior.

1.4. Scope of the Study:

2.1. THEORETICAL FRAMEWORK

2.2. EXPLANATION OF THE TERMS

2.2.3. User Friendliness

Online Shopper Behavior: Influences of Online Shopping Decision

3.1. Research Design

3.2. Research Plan

3.3. Extent of researcher interference

3.4. Unit of analysis

3.5. Time horizon

3.6. Nature of the Study

3.7. Data Collection Types

i. Features and articles published in newspaper, blogging site etc.

3.8. Data analysis techniques

3.9. Sample Size

3.10. Sampling Technique

3.11. Scaling Technique

3.12. Sample Element, Sample Unit, Sampling Frame

Extent: Dhaka metropolitan area.

3.13. Data Collection Tools

3.14. Target Respondents

3.15. Analytical Tools

Initial Reliability Analysis

Average Inter-Item Correlation Matrix

4. FINDINGS AND DATA ANALYSIS

Case Processing Summary

The statistical hypothesis test for this p-value is:

H0: There is no significant relationship between the constructs.

Ha: There is a statistically significant relationship between the constructs.

W hat Source s have you use d f or re tai l shoppi ng?

Neighborhood Supermarkets Online Stores

Online Stores Pearson Correlation .069 .211* 1

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