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Running head: Reflective Paper on Consumer Behaviour
Reflective Paper on Consumer Behaviour
Name of the Student
Name of the University
Author Note ...
Running head: Reflective Paper on Consumer Behaviour
Reflective Paper on Consumer Behaviour
Name of the Student
Name of the University
1 Reflective Paper on Consumer Behaviour
Title: Consumer Purchasing Behaviour in COVID 19 Pandemic.
This reflective paper aims to discuss my behaviour as aconsumer when purchasing
products such as food, vegetables, clothes, and accessories online in this pandemic situation.
Corona Virus or COVID-19 has been such acatastrophe that cannot be removed from history.
COVID-19 altered the standpoint of humans in every manner. Medical agencies are on their
knees and masses of people have lost their lives (Hobbs 2020) .It also has influenced
industries of all sorts in the entire biosphere and accumulation, the actions of the consumers
have also loosened in avery indeterminate and unexpected way. Ibeing aregular consumer
of online shopping have also experienced significant changes while purchasing products
online. Due to fast-spreading nature of COVID-19, there are different terms or measures like
esocial distancing, wearing masks, sanitization, etc. has been introduced in our life (Eger et
al., 2021). As per the studies, Online shopping has transformed the advertising approaches of
many vendors in recent times as patrons have grown up adapted to online buying and the
door-step delivery of goods from any place in the world. The preventive lockdown
instructions and social-distancing practices have strictly interrupted consumer behaviour
internationally. As aresult of this numerous types of industries have been obligatory to find
innovative ways to reach housebound customers and to re-penetrate their marketplaces. As
customers hold new digital technologies in their confiscated lifestyles, the daily procedures
and behaviours of customers are converting the interplanetary of online shopping (Naeem
2021) .Followed by adetailed analysis it is determined that consumer behaviour stands for
action and the decision practices of the people who purchase goods and services for personal
feasting. Consumer buying behaviour is essential for online businesses as it indicates the
factors that influence the consumer nature to buy a product (Fanelli 2021) .E-commerce
platforms have been major during the COVID-19 pandemic, and stores have put considerable
exertion into structuring, improving, and promoting their online stores. As per the studies,
2 Reflective Paper on Consumer Behaviour
consumer behaviour gets affected by several factors that include personal factors,
psychological factors, culture, and social factors.
According to the studies, the personal factor is one of the most influential factors that
holds asignificant impact on the purchase decision. The personal factor includes age, gender,
education, occupation, income status, etc. Studies in comparison to the younger people the
older people have lesser knowledge on the internet as well as new technology. The younger
customers are more interested in the new kind of purchasing behaviour for Generation Y and
Generation Z. Followed by adetailed analysis of people with lower income approach online
purchasing activity in asignificant manner (Bentall et al., 2021) .In addition to this, there are
people with more knowledge about technology who are more interested to buy the product
online. Considering this aspect, it is determined that during COVID 19 pandemic Ihave
bought different products from the online shopping platform. Ihave bought fresh vegetables
as well as grocery items from e-commerce platforms.
Since Iam aware of E-commerce technology as well as the working process of online
purchasing businesses it was very useful for me to order required goods from online
platforms. However, as it is mentioned that people with laser knowledge on technology have
faced asignificant challenge to purchase their products online it has majorly affected their
lives. Followed by this determination it can be stated that personal factors such as income
status and occupation have supported me to opt for online purchasing rather than visiting
physical stores with required goods and services (Sheth 2020) . In addition to this
psychological factor is also one of the essential aspects that need to be considered while
analysing consumer behaviour towards purchasing during 19 pandemics. Followed by a
detailed analysis it is identified that psychological factors include motivation, learning,
perception, and belief system. While investigating these factors it is identified that in this
pandemic situation it was very essential for the consumers to avoid physical contact and thus
3 Reflective Paper on Consumer Behaviour
Online shopping was the only option left to obtain required goods and services. Motivation is
one of the essential factors that can support the intention of the customer for online shopping
rather than visiting the physical stores, in this case, the perception towards online shopping is
also very essential that can influence the use of online shopping platforms (Chronopoulos,
Lukas and Wilson 2020) .Considering these factors, Ican say that none of the psychological
factors have affected me while purchasing shopping products however in this COVID-19
situation the spreading of coronavirus has bothered me in asignificant manner. Based on the
consideration that despite buying products online to avoid physical contact the threat of
getting affected by coronavirus cannot be avoided as we cannot get assured about this
sanitization and hygiene factor of the products that we are receiving. In the case of physical
contact, the threat of getting infected with coronavirus disease is comparatively higher
however if the parcels we're receiving have grown avirus we cannot avoid getting infected
either (Güney and Sang ün 2021) .Considering this aspect, Ihave opted for online platforms
as well as goods and service providers that are offering will sanitized products by following
all the COVID-19 protocols. this is the only way to eliminate the possibilities of COVID-19
disease while ordering products and food for door-to-door delivery. Hence, Ican say that this
perception of mine boards providers and COVID-19 spreading have influenced me to opt for
businesses who are offering will sanitize products and maintaining COVID-19 protocols. In
this situation, it can be stated that there is avarious business that is offering online as well as
offline goods and services however the marketing strategy of those businesses have the
influencing power to attract customers (Ozturk 2020)
In addition to these, cultural factors and social factors are also there that can
significantly damage or influence the purchasing capability of a consumer. While
investigating this aspect it is identified that for me social factors have not influenced my
nature of purchasing product as in my society the awareness of COVID-19 was prominent
4 Reflective Paper on Consumer Behaviour
and it was very appreciating that in our area social hygiene and sanitization was one of the
key activities by the people to protect themselves from COVID-19 impact. Hence in this
scenario whenever Ihave ordered aproduct from online platforms or Ihave visited stores to
buy products Ihave always paid attention to social distancing, sanitation as well as the
method of performing purchasing and selling activities. with this approach, Ihave purchased
my essentials from stores and online platforms. From this aspect, it can be stated back in this
COVID 19 scenarios the organization or service provider having business activity following
the COVID-19 protocol are more likely to attract customers as in this situation hygiene and
health care is one of the influencing factors that can influence the consumer behaviour.
Studies have shown that the impact of COVID-19 has significantly influenced the
financial status of consumers and the financial status of consumer health asignificant impact
on their purchasing behaviour. Followed by this consideration it is identified that in recent
times consumers are more aware of monitoring their money digitally and they are also
becoming careful with their spending. Since the impact of COVID-19 has also damaged the
economy of the country, the suppliers are also increasing the cost of products. This is one of
the influencing factors that has impacted consumer behaviour was their purchasing. Studies
have also shown that consumer behaviour can be explained by determining the relationship
between consumer and service provider (Mason, Narcum and Mason 2020) .
In support of this paper, consumer behaviour theories will be discussed in the
following section. According to the theory of Motivation-need, there are organizations that
must increase their capacity to generate the artificial need for customers (Onputtha and
Chienwattanasook 2019) .While analysing this aspect it is identified that in this COVID-19
scenario organizations have done successful marketing campaigns to increase awareness of
the COVID-19 pandemic later they have launched products in support of the camping. These
are some key influencing factors that have significantly affected consumer behaviour towards
5 Reflective Paper on Consumer Behaviour
their purchasing nature. In addition to this theory, Hawking sterns impulse buying theory has
the aim to discuss the impulse behaviour of acustomer to buy products. There are several
service providers who have gained opportunities from this theory as with this strategy the
consumer ’spurchasing decision can be influenced using rapid advertisement, eye-catching
packaging as well as introductory camping (Naeem 2020) .Hence it can be stated that in this
pandemic situation there are various organizations who have the aim to address customer
demand as well as influence their purchasing behaviour by offering interactive
advertisements as well as packaging solutions for the customers. This is one of the
approaches to express their COVID-19 awareness ’sto the customer.
Followed by this analysis it can be stated that apart from purchasing goods and
services it is also essential to buy vegetables and groceries for daily needs. Considering this
aspect, it can be stated that doing COVID-19 purchasing vegetables and groceries is avery
challenging activity as vegetables and groceries are those items that are used in our daily life
to cook food. Hence it is essential to focus on its hygiene factor as well as quality. In this
scenario businesses offered well-managed operational infrastructure, as well as sanitized
packaging, wait contact list delivery have influenced consumers' minds towards purchasing
vegetables, food, and grocery. In support of this discussion, itcan be stated that it is assumed
that COVID-19 pandemic has affected consumer behaviour worldwide, impacting local and
global economies. And the consumer behaviour has changed in response to the pandemic.
There are organizations who have innovated as well as innovating to adapt to the new
circumstances as the effects of COVID-19 have transformed the perspectives of the
consumers on alarge scale. Ias aconsumer have shifted my purchasing from local stores to
online markets. Since, the pandemic is still there, Iwould prefer to maintain social distance
for alonger period and buy products online. In addition to this as per the statistics the COVID
19 is still there and it is assumed that the impact will be remain there for the longest possible
6 Reflective Paper on Consumer Behaviour
time. Hence, as per view point avoiding physical contact and gathering at physical stores
needs to be maintained in the form of social distancing.
According to the studies factors of purchase purposes in the context of e-commerce
emphasises the status of both hedonic and utilitarian motives. Hedonic motives designate the
entertaining and pleasure practised from engaging in abehaviour whereas, utilitarian motives
refer to the practicality of abehaviour. Followed by this finding it can be stated that when
shifting my purchasing activities from physical stores to online markets Ihave enjoyed this as
its saves time, travel cost as well as helps to maintain the COVID 19 protocols. In addition,
while considering the practicality of the approach it is determined that online shopping and
home delivery services have offers door to door services to the consumers from years
however, in this situation the online shopping have been practiced more.
Before the COVID-19 situation, Ihave always opted for physical stores to buy my
clothes as well as exercise as rather than purchasing products online Iused to prefer the
offline method to buy these products. However, after the introduction of the COVID 19
situation, it has become necessary to maintain social distancing as well as take care of
physical health. In addition to this, the restriction of lockdown cannot be avoided as the
government has strictly regulated legislation for local as well as global markets to break the
chain of COVID-19 spread. in this scenario, itwas essential to shift the purchasing behaviour
from physical stores to the online platform. Initially, the lockdown has affected online goods
purchasing and delivery services however later considering the emergency of grocery and
other goods & services Government released online shopping services. Hence, Ican say that
in the COVID-19 situation some psychological factors and social influence have shifted my
purchase behaviour to avoid physical contact as well as to consider personal and family
health whenever opting for product purchasing.
7 Reflective Paper on Consumer Behaviour
Bentall, R.P., Lloyd, A., Bennett, K., McKay, R., Mason, L., Murphy, J., McBride, O.,
Hartman, T.K., Gibson-Miller, J., Levita, L. and Martinez, A.P., 2021. Pandemic buying:
Testing a psychological model of over-purchasing and panic buying using data from the
United Kingdom and the Republic of Ireland during the early phase of the COVID-19
pandemic. PloS one ,16 (1), p.e0246339.
Chronopoulos, D.K., Lukas, M. and Wilson, J.O., 2020. Consumer spending responses to the
COVID-19 pandemic: an assessment of Great Britain. Available at SSRN 3586723 .
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.
Fanelli, R.M., 2021. Changes in the Food-Related Behaviour of Italian Consumers during the
COVID-19 Pandemic. Foods ,10 (1), p.169.
Güney, O.I. and Sang ün, L., 2021. How COVID-19 affects individuals' food consumption
behaviour: aconsumer survey on attitudes and habits in Turkey. British Food Journal .
Hobbs, J.E., 2020. Food supply chains during the COVID ‐19 pandemic. Canadian Journal of
Agricultural Economics/Revue canadienne d'agroeconomie ,68 (2), pp.171-176.
Mason, A., Narcum, J. and Mason, K., 2020. Changes in consumer decision-making resulting
from the COVID-19 pandemic. Journal of Customer Behaviour .
Naeem, M., 2020. Understanding the customer psychology of impulse buying during
COVID-19 pandemic: implications for retailers. International Journal of Retail &
Distribution Management .
Naeem, M., 2021. Do social media platforms develop consumer panic buying during the fear
of Covid-19 pandemic. Journal of Retailing and Consumer Services ,58 ,p.102226.
8 Reflective Paper on Consumer Behaviour
Onputtha, S. and Chienwattanasook, K., 2019. Application of Motivation Theory to Build
Team Dynamics: The Selection of the Need-to-Achieve Theory. HRD journal ,10 (1), pp.60-
Ozturk, R., 2020. Health or Death? The Online Purchase Intentions of Consumers during the
COVID-19 Pandemic. Transnational Marketing Journal (TMJ) ,8(2), pp.219-241.
Sheth, J., 2020. Impact of Covid-19 on consumer behavior: Will the old habits return or
die?. Journal of Business Research ,117 ,pp.280-283.
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