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Change in Shopping Patterns 1
How the Covid-19 Pandemic Shifted Customer Preferences on Online Grocery
Shopping in Lancashire: A Case Study of Booths Company Limited
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Change in Shopping Patterns 2
Abstract
The coronavirus 2019, abbreviated as COVID-19 pandemic has significantly accelerated online shopping for grocery items as consumers prioritize their safety and avoid going to physical stores. This shift in customer preferences has prompted retailers
to invest in online grocery delivery and pickup options to meet the demand. Many consumers have also started using online grocery shopping as an alternative to visiting physical stores. This study aimed to investigate how customer preferences for online grocery shopping have shifted in Lancashire, UK, as a result of the pandemic, using Booths Company as a case study. A quantitative research approach was employed to conduct this study. This included conducting an online survey to gather responses of grocery shoppers in Lancashire about their shopping behaviors. The survey enabled the
researcher to gather data on the number of times that residents of Lancashire engaged in online grocery shopping and initial intentions to shop for groceries online. The data also provided insight into the challenges and opportunities faced by Booths Company Limited in adapting to the changing customer preferences. The results of this work provide vital information for retailers and policymakers to understand how the pandemic has impacted the retail sector, particularly shopping trends for groceries and how to meet customers' evolving needs best.
Change in Shopping Patterns 3
Introduction
Background
The coronavirus 2019 pandemic has caused a significant social and economic crisis on a global scale (Oana, 2020). The pandemic has led to widespread job loss and
an economic downturn, as businesses have closed or reduced operations due to lockdowns and other restrictions. Millions of people have lost their jobs or seen their incomes decline, and many are struggling to pay bills and make ends meet. The pandemic has also led to increased isolation and mental health problems, as people are
forced to spend more time alone or away from their loved ones. Additionally, the pandemic has disproportionately affected marginalized communities, including low-
income individuals, people of color, and essential workers (Oana, 2020).
One of the most significant economic impacts of the pandemic has been job loss (Montenovo et al., 2020). Many businesses have been compelled to shut down or reduce operations as a result of lockdowns and other containment measures, leading to
widespread layoffs and furloughs. In addition to job loss, many workers have also seen their wages and hours reduced, and some have had to take on lower-paying or less secure jobs. This has led to a significant decline in consumer spending, which has further contributed to the economic downturn. Another major impact of the pandemic has been on small businesses (Montenovo et al., 2020). Many small businesses have been forced to close or significantly reduce operations due to lockdowns and other restrictions. This has led to widespread bankruptcies, closures, and job loss among small businesses.
The pandemic has also significantly impacted global trade and supply chains (Demirkıran, 2023). Many countries have implemented travel restrictions, leading to delays and disruptions in the transportation of goods. The pandemic has resulted in a lack of availability of certain goods and higher costs for consumers. Along with the economic effects, it has also had significant effects on society. The pandemic has led to
increased isolation and loneliness, as people are forced to spend more time alone or away from their loved ones. This has also significantly impacted mental health, as many
people are experiencing increased stress, anxiety, and depression (Cullen, Gulati & Kelly, 2020).
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Moreover, the virus has disproportionately affected marginalized communities, including low-income individuals, people of color, and essential workers. Members of these groups have a higher chance of experiencing unemployment and financial difficulties. They have also been at a higher risk of contracting COVID-19 due to poor access to healthcare and other resources.
The virus has triggered a significant social and economic crisis, affecting individuals, businesses, and communities worldwide. Its implications are likely to be felt for some time, and efforts will be necessary to mitigate these impacts and support those
affected. The pandemic caused a crisis in society and economy, which led people from all backgrounds to rethink their daily grocery shopping habits and how they obtain their food. According to an article from the BBC, some of these changes may have a lasting effect on the way goods are consumed (BBC World, 2022). Consequently, a notable increase in online shopping for items like groceries that could not be found in traditional stores has been recorded. Google searches for "online food delivery services" reached a record high by breaking the ceiling in April 2020. In order to stay afloat, businesses had to adapt their business models and frameworks to incorporate electronic commerce
platforms that allows for an enhanced interaction with the customers. However, many grocery stores were not prepared for this shift, which made it difficult for them to adapt. After lockdown restrictions were lifted, some people reported that they had switched to online grocery shopping permanently, which will likely have an impact on the market for businesses in this industry (UK Gov, 2022)
Problem Statement
The COVID-19 pandemic has disrupted daily grocery shopping patterns in several ways. One of the most significant changes has been an increase in online grocery shopping. Many people have been hesitant to go to physical stores due to concerns about contracting the virus (Tyrväinen & Karjaluoto, 2022). Online grocery shopping has grown rapidly, with many retailers seeing a significant increase in demand
for online grocery services. Many retailers have struggled to keep up with the increase in demand, leading to delays and out-of-stock items.
Another significant change has been increased bulk buying and panic buying (Chen et al., 2022). Many people have been stocking up on essential items such as
Change in Shopping Patterns 5
non-perishable food items, supplies for cleaning, and toilet paper out of fear of shortages. This has led to shortages of some items and increased prices for some goods. Furthermore, the pandemic has led to changes in store hours and availability. Many stores have had to reduce their hours of operation or close temporarily due to lockdowns and other restrictions. This has led to difficulties for some people, particularly
those who need help shopping during the limited hours that stores are open.
The pandemic has also changed how stores are organized (Tyrväinen & Karjaluoto, 2022). A lot of stores have put in place measures to ensure social distancing, such as restricting the number of shoppers allowed into the store at the same time, creating one-way aisles, and increasing the frequency of cleaning and sanitizing. This has led to changes in how people shop, with some people finding it more difficult to find the products they need. Moreover, the pandemic has impacted the supply chain of goods. Many countries have implemented travel restrictions, leading to delays and disruptions in the transportation of goods. This has led to shortages of certain products and increased prices for consumers.
Finally, the pandemic has increased home cooking and meal planning (Iranmanesh et al., 2022). With many people spending more time at home, there has been a renewed interest in cooking and meal planning. This has led to an increase in demand for certain types of food products, such as fresh produce, and has also led to changes in how people shop for food. Overall, the COVID-19 pandemic has disrupted daily grocery shopping patterns in several ways. These changes will likely have a lasting impact on how people shop for groceries and how grocery stores operate in the future.
One of the firms that has faced difficulties because of the pandemic is Booths Company Limited, which is a prominent player in the retail and grocery industry in North
England, operating stores in Cheshire, Greater Manchester, Yorkshire, Lancashire, and Cumbria. The company is known for its high-end, quality services and has built a strong reputation. It was established in 1847 and has thus witnessed a significant evolution in shopping trends due to advancements in technology and shifts in consumer behavior (E
H Booth & Co Ltd, n.d.).
Change in Shopping Patterns 6
Like other regions in England, Lancashire faced business difficulties during the lockdown caused by Covid-19, due to government measures that limited business operations and social interactions. According to statistics, the population in Lancashire is increasingly turning to online shopping, with 12% of the population now regularly purchasing groceries online (UK Gov, 2022). This trend poses a significant concern for major grocery stores in the area, such as Booths Company, which primarily operates in this region.
The rationale for Conducting the Research
In the past decade, the growth of the internet has greatly impacted consumer habits and has made it a major distribution channel for various goods, including groceries. Online grocery shopping (OGS) has seen strong growth in recent years, and this trend is predicted to continue in the coming years (Etumnu & Widmar, 2020). OGS, or online grocery shopping, is a quickly growing field where customers can purchase items at any time and from any location. However, it differs from other types of e-
commerce because of the fact that the products sold are often perishable and can vary. Consumers can only physically inspect products after purchasing, which can make the adoption of OGS a more difficult and longer process than other types of electronic commerce activities. The COVID-19 pandemic has further accelerated the shift towards OGS, making it essential for retailers to have a strong online presence and meet new customer expectations to stay competitive (Tyrväinen & Karjaluoto, 2022). It is essential
for businesses to comprehend how consumers behave when buying groceries online in order to maintain and draw in clients.
The rationale for conducting this research is multi-faceted. Here are a few reasons why the research is important:
1.
Understanding consumer behavior: The pandemic has drastically changed the way people shop for groceries, with many turning to online options out of necessity. Research on this topic can help identify the long-term implications of the virus on consumer preferences and inform strategies for grocery retailers to better serve their customers in the future.
2.
Adapting to the new normal: The pandemic has accelerated the shift towards online grocery shopping, and retailers need to understand how consumer
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behavior has changed in order to adapt and respond to the new normal. This research can provide insights into how retailers can improve their online grocery offerings to better meet the needs and preferences of consumers.
3.
Identifying key drivers: Research can help identify the key drivers behind the shift
in consumer preferences. For example, it can help to understand the role of safety concerns, convenience, or changes in consumer demographics in the shift
towards online grocery shopping.
4.
Impact on the industry: Online grocery shopping has been growing before the pandemic, but it has accelerated during the pandemic. Research on this topic can provide insights into the overall implications of the virus on the sector, including the growth of e-commerce, the changing roles of brick-and-mortar stores, and the implications for supply chain and logistics.
5.
Helping to Plan ahead: Understanding how customer preferences have changed during the pandemic can help retailers, manufacturers, and other stakeholders in the grocery industry plan for the future. This research can help inform decisions about investment in new technologies, changes in business models, and other strategic decisions that can help the industry navigate the post-pandemic environment.
In general, studies on how consumer preferences for online grocery shopping have changed since the onset of the pandemic are essential to understand consumer behavior, adapt to the new normal, identify key drivers, understand the effect of pandemic on the sector, and help plan ahead for the future.
Research Aims and Objectives
According to Valaskova, Durana & Adamko (2021), the ongoing COVID-19 pandemic has caused the economy to slow down, and governments are taking steps to assist citizens, such as delaying tax payments, providing financial aid to businesses, and covering wages and rent to minimize the adverse effects on people's livelihoods. This has impacted vital aspects of people’s daily lives like spending, real estate, preferences, and financial planning (Valaskova, Durana & Adamko, 2021). Consumers, meaning anyone who buys goods and services, have altered their buying habits due to the current situation. The pandemic's uncertainty and duration have made people more
Change in Shopping Patterns 8
conscious of their spending, particularly concerning health, cleanliness, and food. Consumption has decreased, and there is a renewed focus on sustainability and renewable resources. Businesses and service providers have had to adjust to the new reality and meet the needs of the consumer base. Many companies have had limited opportunities to serve their customers in recent months. Upon reopening, they incur additional cleaning and disinfection expenses (Valaskova, Durana & Adamko, 2021). Customers are often hesitant to visit physical stores due to fear of infection and tend to make quick, practical purchases. Hence, many retailers have turned to online sales, with traditional brick-and-
mortar stores taking a backseat. They have also focused on making the shopping experience more accessible by offering a wide range of products, making it simple to purchase, and minimizing the time customers decide (Valaskova, Durana & Adamko, 2021).
This study aimed to investigate the adjustmets in consumer preferences and related patterns for OGS, particularly in Lancashire. The intention is to assist Booths Company Limited make rational and well-thought decisions regarding their online business platforms to ensure they are competitive. The research questions that guided the researcher to achieve this aim are as follows:
1.
What proportion of people in Lancashire prefer online grocery shopping?
2.
What online grocery shopping aspects do shoppers find most appealing?
3.
Should Booths Company Limited increase its investment in online grocery shopping in Lancashire?
Literature Review
Categorization
As the online grocery shopping industry is constantly evolving, scholars have been interested in studying the various factors that shape the decision of the consumer decision. Brand, Schwanen & Anable (2020) carried out a research that redirected attention at evaluating the different types of consumers who take part in online shopping. The study determined that behavioral tendencies, opinions, beliefs, and emotions of the buyers are some of the factors that have significant implications on ithe patterns of OGS.
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The trend of OGS in any consumer base is influenced by factors such as the safety, buyer's emotions, beliefs, payment options, opinions, and behavioral tendencies (Brand, Schwanen & Anable, 2020). The study utilized the psychological theory of planned behavior to classify incentives for OGS after which online shoppers were categorized based on factors that motivated their shopping behaviors. Through this categorization, they identified several reasons that drive people to shop online, including
perceived benefits, technology affiliation, cost and risk, and convenience. Although this study was carried out prior to the Covid-19 pandemic, it still provides insight into how the pandemic has affected customer purchasing behaviors (Brand, Schwanen & Anable, 2020).
The classification of different factors that influence OGS patterns aligns with the notion of cost-benefit analysis that was explored by Pitts et al. (2018). This pieces of research was conducted prior to the onset of the virus and investigated both existing advantaged and difficulties that relates to the decision to shop for grocery items in online stores. The researchers found that a majority of people who shop online did so because it gave them the convenience of exploring and choosing groceries from different varieties that have been made available to them. Nonetheless, the rate at which the shoppers adopted online shopping was found to be considerably lower because of other challenges, such as higher delivery fees (Pitts et al., 2018). Effective categorization makes it easier for customers to find the products they are looking for by using a search engine, browsing through different categories, or using filters (Pitts et al.,
2018). This can make the shopping experience more efficient and increase customers' likelihood of purchasing. In addition, categorization can also aid customers in discovering new products they may have yet to consider. By organizing products into logical categories, customers can easily explore different options and find new products they may be interested in. Categorization can also be used to personalize the shopping experience for customers (Pitts et al., 2018). For example, by analyzing purchase history and browsing behavior, online stores can recommend products to customers based on their preferences and show them relevant products and deals. Moreover, categorization can highlight products that are on sale or that the store wants to promote.
For example, a store can group all its discounted items under a "Sale" category, making
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it easy for customers to find these products. Categorization can further affect the website's aesthetics, making it more visually appealing and easy to navigate, attracting more customers to the website (Pitts et al., 2018).
Big Data
Big data has had a major influence on the rise in online shopping. In a research carried out by Mackenzie (2018), it emerged that big data has led to the customization of electronic commerce websites, allowing merchants to cater to individual consumer needs, which in turn leads to a more user-friendly shopping experience. This may have contributed to the growing popularity of online shopping as people feel more at ease. The increased convenience reported in the article by Brand & Anable (2020) has also been facilitated by big data. Frank & Peschel (2020) presents a different perspective on the topic, highlighting that the market share of electronic grocery shopping is still lower than that of physical stores. Despite an increase in the popularity of online shopping, it seems that more customers still prefer to buy groceries in-store. However, it is unclear whether online shopping will eventually surpass physical shopping in the future. The sustainability of the shopping systems is a key factor in determining this outcome. Van Droogenbroeck & Van Hove (2021) are imperative that electronic commerce shopping models and frameworks are more reliable and sustainable in the long run, making them more likely to replace traditional shopping methods. This highlights the importance of further research to understand customer attitudes towards online grocery shopping and how it should impact business decisions.
According to Munson, Tiropanis & Lowe (2017), online grocery stores can use big data to analyze customers' purchase history, browsing behavior, and search queries
to personalize the shopping experience for each customer. For example, by analyzing data on a customer's previous purchases, a store can recommend products similar or complementary to what the customer has bought. Besides that, big data can be used to predict customer behavior, such as what products they are likely to purchase in the future and when they are most likely to make a purchase (Munson, Tiropanis & Lowe, 2017). This can help online grocery stores optimize their inventory, pricing, and marketing strategies. Big data can also optimize inventory management for online grocery stores. By analyzing customer demand, sales, and product availability, stores
Change in Shopping Patterns 11
can make more informed decisions on when to reorder products and how much to order
(Munson, Tiropanis & Lowe, 2017).
Furthermore, big data can be used to analyze market trends, competition and customer feedback, which can help online grocery stores identify new business opportunities and stay competitive. Comprehensive research has also indicated that big data can play an integral role in preventing and detecting fraudulent activities, such as identity theft and credit card fraud, which can help protect the store's reputation and customer trust (Munson, Tiropanis & Lowe, 2017). Big data can also be used to analyze
the pricing of similar products and make dynamic pricing decisions based on demand, location, season and other factors.
Situational Factors
Gruntkowski & Martinez (2022) state that recent studies have reviewed the impact of situational factors on OGS behavior. Situational factors such as wanting to save time and effort by not making an extra trip to purchase a product, health issues, having children, and lifestyle changes, such as relocation, have been singled out as reasons for starting to participate in online shopping. The current outbreak of COVID-19
is one of the most significant situational factors that has had a major impact on the behavior of the consumer base and other decision-making processes. The pandemic has led to an increase in grocery sales of about 20% in countries like Germany, Spain and Italy during the initial lockdown in March 2020 (Gruntkowski & Martinez, 2022). The virus outbreak led to panicked buying and stock-outs of food items both offline and online. Government restrictions such as stay-at-home orders have led to an increase in shopping trends in online and physical grocery outlets. With the closure of eateries like cafes, hotels, and restaurants, consumer food expenditure has shifted from dining out to
grocery retail (Gruntkowski & Martinez, 2022). This has caused a significant spike in online grocery shopping as people became more conscious of infection risks and safety measures, avoiding crowded shops in favor of buying groceries online. In Germany, approximately 32% of people started purchasing for groceries in online stores since the onset of the pandemic (Gruntkowski & Martinez, 2022). The main benefits of doing so include convenience, time savings, a more comprehensive online selection, and health concerns.
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Convenience
Gumasing et al.'s research in 2022 found that convenience is vital aspect that prompts individuals to turn on online stores for the purchase of their groceries. This includes reducing the costs, effort and time associated with shopping. The main drivers of online shopping are the ability to shop when one is comfortable and from any location, and the convenience of avoiding physical contacts (Gumasing et al., 2022). Individuals perceive the idea of making their purchase in online stores as less straining compared to visiting physical stores during busy times and facing long checkout lines. Furthermore, online shopping eliminates the need to carry groceries home as they can be delivered directly. While it may not necessarily be more efficient than in-store shopping, it does save time and energy (Gumasing et al., 2022).
In addition to the convenience aspect, avoiding crowded places by buying online is particularly important in the course of the pandemic as it promotes safety for oneself and others. Home delivery is especially valuable for people with physical disabilities, families with kids, and older consumers (Gumasing et al., 2022). Online shoppers also have the ability to compare prices of products without having to go to multiple stores physically. However, a barrier for some consumers when carrying out online purchases is the process of learning how to use or navigate a specific website. Websites should be
user-friendly and easy to understand, or else consumers may opt to shop in-store instead. The convenience of shopping in online stores can also be compromised by incorrect deliveries, long delivery windows, and late deliveries (Gumasing et al., 2022).
Perceived Trust
Habib & Hamadneh (2021) found that a lack of trust is a major reason why consumers choose not to shop online. Trust is defined as one’s readiness to depend on the behavior of another party or a partner in a relationship, particularly in critical situations. Studies have shown that individuals often depend on their general arrangement of trust when in critical contexts (Habib & Hamadneh, 2021). In a traditional retail context, the person selling the goods is considered to be a vital source of trust. That means that consumer trust revolves around the salesperson’s similarity to the consumer, likability, and overall expertise. Nonetheless, when it comes to online shopping, the role that the physical seller is supposed to play is replaced by search
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features and help buttons which can compromise the element of trust in peoples shopping experiences.
Trust is crucial in the realm of online shopping, as there are potential risks for consumers that stem from the uncertain actions of e-retailers and the unfamiliar nature of the online environment (Habib & Hamadneh, 2021). These risks, which can include issues with payment, product quality, data privacy, and delivery times, can negatively influence a consumer's willingness to make online purchases. As buyers are unable to inspect products in person or ensure the safety of their personal and financial information while shopping online, trust is seen as a key factor in their decision-making process (Habib & Hamadneh, 2021).
Supposedly Ease of Use and Usefulness
Consumer attitudes and intentions towards e-commerce can explained in detail using the Technology Acceptance Model (TAM) (Lim & Ting, 2012). This model aims to predict an individual's acceptance of technology, which refers to their psychological state regarding the intended goal of a specific technology. Research has focused on changing consumer perceptions of online shopping by emphasizing the importance of supposedly ease of use and usefulness, which are crucial components of the framework
(Lim & Ting, 2012). Supposedly usefulness can be described as people’s belief that adopting specific technologies could help them bolster their performance or productivity (Rout et al., 2022). It can further be termed as the extent to which groups of people feel that particular online platforms can add practicality and potency when engaging in shopping activities in online stores. The supposedly usefulness of an electronic commerce platform is dependent on the effectiveness of technological components, such as detailed information about a product, personalization, and effective search engines (Rout et al., 2022).
Supposedly ease of use is another vital variable that form the basis of applicability the TAM. In its broadest sense, this is the belief that using new technological innovations does not require a lot of effort (Rout et al., 2022). When it comes to online shopping for items like groceries, it means the process of ordering groceries online is supposed to be easy and generally effortless. Whereas supposedly usefulness redirects attention at the beliefs and perceptions of the consumers regarding
Change in Shopping Patterns 14
the outcomes of the shopping experience, supposedly ease of use redirects attention at their perceptions and beliefs about the underlying process that lead to the final outcome
(Rout et al., 2022). The TAM has been extensively researched and validated, making it a suitable theoretical foundation for understanding e-commerce adoption. Research suggests that the variables of the framework can be applied to online shopping due to its wide application in researchers aimed at investigating the behavior of the consumer base (Lim & Ting, 2012).
Perceived Risk
According to Gao et al. (2020), perceived risk is an essential factor that can be used to distinguish between OGS and in-store shopping. Studies have shown that it is a
barrier to future online purchases for inexperienced shoppers. Perceived risk is the degree to which groups of people feel that shopping over the internet is unsafe or has potential negative outcomes (Gao et al., 2020). Factors that contribute to perceived risk include concerns about personal data security, privacy concerns, delivery issues, product quality, and the process for returns and exchanges. Research has shown that consumers have concerns about the security of their personal information during online transactions and privacy concerns. However, this risk tend to decrease as the customer base continues to gain more confidence in online shopping (Gao et al., 2020)
Delivery issues, including late deliveries, are one of the main concerns for customers when ordering groceries online (Gao et al., 2020). This can lead to disappointment and reluctance to make future online purchases. Additionally, delivery fees charged by retailers may also contribute to the low uptake of OGS. Packaging and transporting products, particularly fragile items, are also significant considerations for customers when online purchases (Gao et al., 2020). The quality of products is another primary concern for customers, especially when it comes to perishable items such as fruits, vegetables, and meat. Customers can only inspect these items after purchasing and may have concerns about product expiry dates (Gao et al., 2020). Moreover, preferences for product quality can vary from one consumer to another, leading to the risk that the delivered products may fail to meet their expectations. Lastly, concerns about the process for returning or exchanging products also play a role in consumers'
Change in Shopping Patterns 15
intentions to shop for grocery items through online outlets. If the process is perceived as
complex, customers may avoid making online purchases (Gao et al., 2020)
Intention to Make Online Purchases
Different ideas have been put forward to comprehend how consumers behave when shopping online (Qi & Ploeger, 2021). Ajzen's theory of planned behavior (TPB) is
a classic example of one of the most established social psychology models that explains how people's perceptions influence their actions. It builds on the earlier theory of reasoned action. According to TPB, the consumer's intention to take a specific action is essential to understanding their behavior and decision-making (Qi & Ploeger, 2021). The theory suggests that the intention to act is influenced by three factors: perceived behavioral control, subjective norm, and attitude. Research has shown that individuals’ intentions are the best approaches for predicting their real or actual behaviors. This theory has been applied in numerous studies and is useful for studying and predicting consumers' intentions to purchase their grocery items from online stores. Studies have found that online consumers often face challenges when shopping online, and that online shopping requires specific resources, opportunities, and skills. The consumer base might see the process as riskier and too complicated (Qi & Ploeger, 2021).
Payment Options and Loyalty Programs
According to Prasetyo et al. (2021), having various payment options, such as cash on delivery, digital wallets, online banking, and credit/debit cards, can increase the
convenience and trust of customers in the online shopping process. This can lead to more customers making purchases and increased frequency of purchases among existing customers. However, if the online grocery store only offers a limited number of payment options, it may discourage some customers from making purchases and lead to a decrease in sales (Prasetyo et al., 2021). At the same time, a loyalty program can encourage customers to make repeat purchases and increase brand loyalty. This can lead to an increase in sales and customer retention. Incentives such as discounts, special promotions, and rewards can also attract new customers and encourage them to try the online grocery store. Also, loyalty programs can provide valuable data on customer behavior and preferences and help bolster the online shopping experience and target marketing efforts. However, if a loyalty program is not well-designed or
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communicated, it may not be successful in increasing customer loyalty and sales (Prasetyo et al., 2021).
Delivery and Pickup Options
In their study, Chenarides et al. (2021) found that delivery and pickup options have significantly impacted online grocery shopping patterns by making the process more convenient for consumers. With these options, consumers can have their groceries delivered to their homes or available for pickup at a designated location, eliminating the need to physically go to the store (Chenarides et al., 2021). This has resulted in an increase in online shoppers and reshaped the number of times that people shop for grocery items online. Moreover, one of the main ways that delivery and pickup options have influenced online grocery shopping patterns is by increasing the accessibility of shopping for groceries in online stores (Chenarides et al., 2021). Prior to the availability of these options, many consumers may have been hesitant to shop for their grocery items in online stores due to the inconvenience of making physical visits to
the stores to pick their orders. With the option to have groceries delivered or available for pickup, more people can participate in online grocery shopping, including those who may have previously been unable to do so due to mobility or transportation issues (Chenarides et al., 2021).
Another way that delivery and pickup options have influenced online grocery shopping patterns is by giving consumers more flexibility regarding when and where they can purchase groceries (Chenarides et al., 2021). With delivery options, consumers can have groceries delivered to their homes at a convenient time. With pickup options, they can pick up their orders at a designated location that is convenient for them. This has made it easier for consumers to fit grocery shopping into their busy schedules, which has likely resulted in the increase in the number of times that people shop for grocery items in online stores (Chenarides et al., 2021). Additionally, delivery and pickup options have also influenced online grocery shopping patterns by making it easier for consumers to compare prices and products between retailers. With the option
to shop for groceries online, consumers can easily compare prices and products from different retailers without visiting multiple physical stores. This has increased
Change in Shopping Patterns 17
competition among retailers, leading to better prices and deals for consumers (Chenarides et al., 2021).
Finally, the increase in OGS due to delivery and pickup options has also led to an
increase in retailers offering these options. In some places, the options are becoming standard in the industry (Chenarides et al., 2021). This has led to more customer convenience and competition among retailers, resulting in better prices, more options and better customer service (Chenarides et al., 2021). Overall, delivery and pickup options have greatly influenced online grocery shopping patterns by making the process
more convenient for consumers, increasing the accessibility of online grocery shopping, providing more flexibility in terms of when and where to purchase groceries, making it easier for consumers to compare prices and products between different retailers and has become a standard in the industry (Chenarides et al., 2021).
Social Distancing and Safety Issues
According to Al Amin et al. (2021), coronavirus has greatly influenced OGS patterns by increasing the number of people shopping for groceries online due to social distancing and safety concerns. With the virus outbreak, many people have been hesitant to physically go to the store to purchase groceries, leading to increased demand for online grocery shopping (Al Amin et al., 2021). One of the main ways social distancing and safety concerns have influenced online grocery shopping patterns is by increasing the number of people shopping for grocery items in online stores. Prior to the
initial onset of the virus, many people may have been hesitant to shop for grocery items in online stores due to the convenience of physically going to the store. However, with the need for social distancing, more people are turning to online grocery shopping to avoid crowded stores and reduce their risk of exposure to the virus (Al Amin et al., 2021).
Another way that social distancing and safety concerns have influenced OGS patterns is by increasing the frequency of online grocery shopping. With more people shopping for groceries online, there has been an increase in the number of orders placed and the frequency of orders (Al Amin et al., 2021). This is because many people are choosing to place smaller, more frequent orders online instead of making larger, less frequent trips to the store. Social distancing and safety concerns have also
Change in Shopping Patterns 18
influenced online grocery shopping patterns, leading to changes in how groceries are delivered and picked up (Al Amin et al., 2021). With the need to limit contact between people, many retailers have implemented contactless delivery and pickup options, such as leaving orders at the doorstep or allowing customers to pick up their orders at a specific location without interacting with a store employee (Al Amin et al., 2021).
Lastly, the rise of OGS due to social distancing and safety concerns has also increased the competition among retailers to offer more options for the customers, such as home delivery, curbside pickup and others (Al Amin et al., 2021). This has led to more customer convenience and competition among retailers, resulting in better prices, more options and better customer service. In general, social distancing and safety concerns have greatly influenced online grocery shopping patterns by increasing the number of people shopping for grocery items through online outlets, increasing the frequency of OGS, leading to changes in the way that groceries are delivered and picked up and increasing competition among retailers to offer more options for the customers (Al Amin et al., 2021).
Price Comparison
According to Adibfar et al. (2022), price comparison has greatly influenced online
grocery shopping patterns by making it easier for consumers to compare prices and products between different retailers. With the ability to shop for groceries online, consumers can easily compare prices and products from different retailers without having to visit multiple stores physically. One of the main ways that price comparison has influenced online grocery shopping patterns is by making it easier for consumers to find the best deals and discounts (Adibfar et al., 2022). Online grocery shopping platforms often allow consumers to filter and search for products by price, making it easier for them to find the best deals and discounts. Additionally, many retailers also offer digital coupons and loyalty programs that can be used to save money while shopping online. Another way that price comparison has influenced online grocery shopping patterns is by increasing the competition among retailers (Adibfar et al., 2022).
With the ability to easily compare prices and products between different retailers, consumers can more easily switch between retailers to find the best deals. This has led
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Change in Shopping Patterns 19
to increased competition among retailers, which has resulted in better prices and deals for consumers (Adibfar et al., 2022).
Adibfar et al. (2022) further state that price comparison has influenced online grocery shopping patterns by making it easier for consumers to compare the prices of products across different retailers. This has led to more transparency in the pricing of products, making it easier for consumers to understand the prices of products and make
more informed purchasing decisions. Finally, price comparison has also led to the introduction of price comparison apps and websites, which help customers to compare prices of groceries from different retailers and help them to choose the best deal (Adibfar et al., 2022). This has increased the convenience for customers and has helped them to save money on their groceries. Overall, price comparison has greatly influenced online grocery shopping patterns by making it easier for consumers to find the best deals and discounts, increasing the competition among retailers, making it easier for consumers to compare the prices of products across different retailers, and has led to the introduction of price comparison apps and websites (Adibfar et al., 2022).
Time-Saving as a Factor
Time-saving has greatly influenced online grocery shopping patterns by making it
more convenient for consumers to purchase groceries, thus saving time and effort (Shen, Namdarpour & Lin, 2022). With the ability to shop for groceries online, consumers can easily purchase groceries without going to the store physically. One of the main ways that time-saving has influenced online grocery shopping patterns is by making it easier for consumers to fit grocery shopping into their busy schedules. With online grocery shopping, consumers can purchase groceries any time, eliminating the need to fit grocery shopping into their busy schedules (Shen, Namdarpour & Lin, 2022). Additionally, the availability of delivery and pickup options has made it possible for more
people to participate in online grocery shopping, including those who may have previously been unable to do so due to mobility or transportation issues (Shen, Namdarpour & Lin, 2022).
According to Shen, Namdarpour & Lin (2022), time-saving has also influenced online grocery shopping patterns by reducing the time spent in the store. Online grocery
shopping allows consumers to quickly and easily purchase items without spending time
Change in Shopping Patterns 20
browsing the store or waiting in line at checkout (Shen, Namdarpour & Lin, 2022). Time-
saving has also influenced online grocery shopping patterns by making it easier for consumers to purchase groceries in bulk. With the ability to purchase groceries online, consumers can easily purchase large quantities without carrying them home (Shen, Namdarpour & Lin, 2022).
Finally, time-saving has also led to the creation of personalized shopping lists and order history features on online grocery shopping platforms, which allow customers to quickly and easily reorder items they have previously purchased (Shen, Namdarpour & Lin, 2022). This feature saves customers time and effort, as they do not have to add items to their shopping list manually, and they can quickly reorder items they frequently purchase. Generally speaking, time-saving has greatly influenced online grocery shopping patterns by making it more convenient for consumers to purchase groceries, making it easier for consumers to fit grocery shopping into their busy schedules, reducing the time spent in the store, making it easier for consumers to purchase groceries in bulk and has led to the creation of personalized shopping list and order history features on online grocery shopping platforms (Shen, Namdarpour & Lin, 2022).
Methodology
Approach and Design
The researcher employed a quantitative research methodology in this study. This
is a systematic, empirical, and data-driven approach to studying a phenomenon (Basias
& Pollalis, 2018). It involves the gathering and detailed analysis of numerical data in order to test hypotheses, identify patterns or trends, and draw conclusions about a given research question. Quantitative research is characterized by its formal research design, statistical analysis, and large sample sizes. The data collected is usually numerical, such as counts, percentages, or measurements. Here, numerical data was used to investigate the manner in which grocery shoppers were changing their shopping patterns. Information gathered was used to offer insights into the significance of each factor, such as personalization, the ease of accessing products, safety issues, and convenience (Etikan & Bala, 2017). The main advantage of quantitative research is that it allows for objective, unbiased, and generalizable findings (Basias & Pollalis, 2018). It also paves the way for
Change in Shopping Patterns 21
inferential statistics, which can help researchers make predictions about a population based on the sample data collected. However, it should be noted that quantitative research also has some limitations. For instance, its focus on numerical data, which may only sometimes fully capture the complexity of a phenomenon, and the difficulty in studying certain phenomena like subjective experience or emotions using numerical data.
Data from shoppers in Lancashire was gathered using a primary research approach. This involved collecting new data directly from the participants instead of using existing data or information. Here, data was gathered using questionnaires. A copy of the questionnaire questions is captured in Appendix 1. The collected data was then analyzed and used to help respond to the research questions. The use of the primary research method in this research involved the following steps:
1.
Defining the research question and objectives: The first step was to clearly define
the questions that the study aims to address.
2.
Designing the study: This involved determining the sample size and sampling method, as well as developing the research instrument (questionnaire) that will be used to collect data.
3.
Data collection: Data was collected from participants using the research instrument (questionnaire). The researcher was careful in ensuring that data is accurate, reliable, and unbiased. 4.
Data analysis: The collected data was analyzed to answer the research questions using descriptive statistics.
5.
Interpretation and conclusions: The results of the data analysis were interpreted and conclusions drawn about the research questions. The researcher also considered the shortcomings of the research and the implications for future study.
6.
Reporting results: The final step was to report the results of the study in a clear, concise, and accurate manner using a written report.
Primary research is considered as one of the most reliable methods of data collection as the researcher is collecting data firsthand, eliminating the possibility of errors that may occur when using secondary data (Driscoll, 2011). Additionally, primary
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Change in Shopping Patterns 22
research allowed the researcher to tailor the research instrument according to the study's specific needs and to collect data on the population of interest. However, the primary research proved time-consuming and costly and required a significant investment of resources.
Methods Used and Rationale
The rationale for conducting quantitative research was to collect and analyze numerical data to answer the research questions and identify patterns or trends on how coronavirus has changed online shopping patterns for groceries in Lancashire. Quantitative research was instrumental in this study since the phenomena of interest are difficult to observe or measure directly. The numerical data collected were analyzed to identify patterns or trends, which can help to conclude the research questions. Meanwhile, the rationale for conducting primary research, as a specific type of quantitative research, was to collect original data directly from shoppers in Lancashire. This allowed the researcher to tailor the questionnaire according to the study's specific needs and collect data from the study participants. Using primary data also helped eliminate the possibility of errors that could have occurred when using secondary data (Basias & Pollalis, 2018). Additionally, primary research allowed researchers to gather data specific to the research questions and not available through secondary sources, making it more credible, reliable and generalizable.
Participants and Sampling
A total of 100 participants participated in this research. The inclusion criteria for selecting study participants from online grocery shoppers in Lancashire was as follows:
1.
Residence: Participants must reside in Lancashire or the surrounding areas in order to be eligible to participate in the study.
2.
Age: Participants must be between 18 and 60 years old.
3.
Online grocery shopping behavior: Participants must have a history of purchasing
groceries online.
4.
Access to internet: Participants must have access to the internet and be able to complete an online survey or participate in an online interview.
5.
Language: Participants must be able to understand and communicate in English.
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Change in Shopping Patterns 23
6.
Health condition: Participants must be in good health and free from any physical or mental condition that would impede their ability to participate in the study.
7.
Consent: Participants must be willing to provide informed consent and participate
in the study.
Random sampling was used to select the participants of this study. This method is used to select a representative sample of participants from a larger population (Emerson, 2015). In this research, a random sample of public members from Lancashire was selected to participate in the study. This was done by creating a list of all eligible participants, such as all residents of Lancashire and then randomly selecting 100 people from that list to participate in the study. This ensured that bias is minimized in the selection process by ensuring that the sample was representative or a reflection of the larger population.
Ethical Considerations
There are several ethical considerations that were taken into account when gathering data using questionnaire surveys (Nardi, 2018). Some of the main considerations were as follows:
1.
Informed consent: Research participants were briefed regarding the nature, scope, and purpose of the study and allowed to provide their informed consent to
participate. This also involved informing participants about their right withdraw from the research at their convenience.
2.
Confidentiality and privacy: Information about the study participants was kept confidential and protected from unauthorized access or disclosure. This included ensuring that the data is anonymous and that no personally identifiable information is collected.
3.
Minimizing harm: The questionnaire was designed to minimize any potential harm to the participants. For example, the researcher did not include sensitive or personal information that could cause distress or embarrassment.
4.
Deception: Participants were not deceived in any way about the nature or purpose of the study.
5.
Burden: The questionnaire was designed in a manner that does not impose an excessive burden on the participants, either in terms of time or effort.
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Change in Shopping Patterns 24
6.
Fairness: The questionnaire was designed and administered such that it remained fair to all participants, regardless of their race, gender, age, or other characteristics.
7.
Transparency: Participants were informed about who is conducting the survey, who will have access to the data, and how the data will be used.
8.
Cultural sensitivity: The survey was culturally sensitive and took into account any cultural or linguistic differences among participants.
The institutional review board (IRB) or ethics committee was invited to review the survey
design and its implementation to ensure that all ethical considerations have been met. Additionally, the researcher was transparent and open with participants about the study and its purpose, as well as the intention to respect their rights to privacy and confidentiality.
Validity and Reliability
Validity and reliability are two crucial concepts in quantitative research that refer to the quality of the research data and the results obtained from the study (Sürücü & Maslakçi, 2020). Validity is best-described as the extent to which a study measures what it is intended to measure. Reliability, on the other hand, is the consistency and stability of the results or findings obtained from a study (Sürücü & Maslakçi, 2020). To ensure validity and reliability o, the researcher was meticulous in designing and implementing this study, including selecting measures, samples, and data analysis. Findings were also reported clearly and transparently. The researcher used a large sample size and a validated and reliable measurement tool to increase the validity and reliability of the study. In general, validity and reliability are critical aspects of this quantitative research that are necessary to ensure that the study measures what it is intended to measure and that the results obtained are consistent and stable. The researcher took necessary steps to ensure the validity and reliability of the study, including careful design and implementation, transparent reporting, and validated measures.
Results
Out of 100 respondents who participated in this study, 76% singled out the outbreak of coronavirus as the initial reason for purchasing for grocery items in online
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Change in Shopping Patterns 25
stores. At the same time, 21% said they opted for online grocery shopping because they
had health problems. Regarding the frequency of purchases, 40% of the study participants stated that they purchased their groceries online 2-3 times per month. In that same category, 5% of the respondents said they have tried shopping for groceries online only once. The following table and graphs provide a detailed summary of the results:
Initial Reasons for Online Grocery Shopping
Number of Participants (
n
)
Percentage
Curiosity 28
28%
Recommendation
31
31%
No car
24
24%
Shopping in brick-and-mortar stores is time-
consuming 57
57%
Shopping in brick-and-mortar stores is too tiring
60
60%
Mobility challenges
31
31%
Health problems
21
21%
Outbreak of the COVID-19 pandemic
76
76%
How often to do you purchase your groceries
online?
Daily
9
9%
Once a week
28
28%
2-3 times per week
19
19%
Once per month
34
34%
2-3 times per month
40
40%
Once every 2-6 months
15
15%
Rarely 43
27%
Tried once
5
5%
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Change in Shopping Patterns 26
2 8
3 1
2 4
5 7
6 0
3 1
2 1
7 6
Initial Reasons for Online Grocery Shopping
Percentage
D ai l y
On c e a w eek
2 -3 ti m es p er w eek
On c e p er m o n t h
2 -3 ti m es p er m o n t h
On c e ev er y 2 -6 m o n t h s
R ar el y Tr i ed o n c e
9
28
19
34
40
15
43
5
How often to do you purchase your groceries online?
Percentage
Discussion
Results of this study have indicated that 76% of residents in Lancashire started shopping for their groceries online because of coronavirus outbreak. Due to several factors such as convenience and the ability to address safety issues, the pandemic has accelerated the growth of OGS in Lancashire and around the world. One of the factors is social distancing measures. With the outbreak of COVID-19, many governments
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Change in Shopping Patterns 27
worldwide have seen the implementation of social distancing and other containment measures to help slow the spread of the virus. These measures have encouraged people to avoid crowded public places, including grocery stores, which has led many to turn to online grocery shopping as an alternative.
Many people have been concerned about the risk of contracting coronavirus and have turned to OGS to avoid close contact with others and reduce the risk of infection. Some governments in the UK, including Lancashire, have implemented lockdowns to help slow the spread of the virus. These lockdowns have forced many people to stay at home and have made it difficult for them to go to the store to shop for groceries. Online grocery shopping has become an essential option for people unable to leave their homes (East, 2022).
The pandemic has also accelerated the adoption of e-commerce in general, as people have been looking for ways to access goods and services without going to physical stores (Boyle et al., 2022). Moreover, there has been an increase in demand. With more people staying at home, there has been an increase in demand for grocery delivery services. Many retailers have had to increase their delivery capacity to meet this demand, and some have even implemented subscription services to help manage this increase. In addition to that, consumer behavior has changed, with people looking for more convenient and contactless ways of buying groceries. Online grocery shopping
has become more attractive as it allows customers to place orders and have them delivered to their homes or pick them up at a convenient location, which can be a big draw for busy people who do not have time to go to the store (Boyle et al., 2022). As a result, OGS has become an increasingly reputable option for people in Lancashire and around the world, as it provides a way for them to access the products they need while minimizing their risk of exposure to the virus. This trend is expected to continue in the future as the pandemic continues to affect people's daily lives and shopping habits.
Conclusions and Limitations of the Research
Conclusions
This research has proved that online grocery shopping is becoming more popular
in Lancashire, as it has been increasing in popularity in many other parts of the world. Several factors may contribute to this trend, including the convenience and flexibility of
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Change in Shopping Patterns 28
online shopping, the ability to compare prices and products quickly, and the increasing availability of home delivery and pick-up options. It is also worth noting that coronavirus has dramatically expedited the adoption and use of online grocery shopping globally, as
people have been looking for ways to avoid crowded stores and protect themselves from infection. With the lockdowns and social distancing measures, many people have turned to online grocery shopping to access the products they need while minimizing their risk of exposure. It is possible that shopping for grocery items in online stores will continue to grow in popularity in Lancashire as more retailers offer these services and as consumers become more comfortable with the process. However, this will also depend on the local context and the availability of reliable delivery services. Surveys and questionnaires can be a great way to understand better the extent to which residents of Lancashire are starting to prefer online grocery shopping.
Results of this research also show that the critical elements of OGS that customers find attractive can vary depending on the individual, but some of the most common include:
1.
Convenience: Online grocery shopping allows customers to place orders and have them delivered to their homes or pick them up at a convenient location, which can be a big draw for busy people who do not have time to go to the store.
2.
Variety: Online grocery retailers often offer a wider selection of products than traditional brick-and-mortar stores, which can be appealing to customers looking for a specific item.
3.
Time-saving: Shopping online can save time, especially when compared to physical shopping, where customers have to go to the store, find what they need,
and then queue to pay.
4.
Ability to compare prices and products: Online grocery retailers often offer the ability to compare prices and products easily, which can be a big draw for customers looking for the best deal.
5.
Personalization: Some online grocery retailers offer personalized recommendations based on the customer's browsing history and previous purchases, which can make it easier for customers to find products they are interested in.
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Change in Shopping Patterns 29
6.
Home delivery: With home delivery, customers can have their groceries delivered
to their doorstep, which can be especially attractive for older adults, people with disabilities, or those who live in areas with limited transportation options.
7.
Subscription services: Some online retailers offer subscription services that allow
customers to have their regularly purchased items delivered to them automatically, which can save time and effort.
8.
Contactless delivery: With the COVID-19 pandemic, many people prefer contactless delivery as a way to avoid close contact and reduce the risk of infection.
Investing in online grocery shopping in Lancashire could be a good strategic move for Booths Company Limited. This study has shown the area's high demand for online grocery shopping. Many residents of Lancashire are already shopping for groceries online or are interested in doing so, which could be a significant market opportunity for the company. Also, Booths Company Limited has the resources and expertise to compete in the online market effectively: Developing and maintaining an online grocery platform can be costly and requires specialized knowledge. However, the
company needs more resources and expertise to compete effectively in the online market.
Furthermore, the company can offer unique advantages over existing online grocery retailers in Lancashire. To be successful, the company would need to offer something that differentiates it from existing online grocery retailers in Lancashire. Apart
from that, the company can profit from online grocery shopping and make the business decision a worthwhile investment. Online grocery shopping could be a great way for Booths Company Limited to expand its customer base, increase sales and revenue, and
stay competitive. It could also help the company reach customers who cannot visit physical stores, such as older adults, people with disabilities, or those who live in areas with limited transportation options. However, the company should carefully consider all the costs associated with starting an online grocery service and ensure that it is viable and profitable before investing in it.
Limitations
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1.
Limited scope: This quantitative research is typically limited to measuring and analyzing numerical data, which may not capture the full complexity and richness
of a phenomenon online grocery shopping patterns.
2.
Generalizability: This study is limited to grocery shoppers in Lancashire, making it difficult to make generalizations. In other words, the findings of this research are not generalizable to all populations or contexts, as the sample size and selection methods limits the external validity of the study.
3.
Objectivity: There is a belief that quantitative research is more objective than qualitative research, but in reality, all research is subject to bias and researcher subjectivity.
4.
Lack of depth: This research may lack depth and detail, as the focus is on measuring and analyzing numerical data rather than exploring and understanding
the underlying experiences and perspectives of participants.
5.
Lack of flexibility: The structured nature of this research may limit the ability to explore new or unexpected findings, as the research design and methods are pre-determined.
6.
Limited understanding of context: This research may not provide a full understanding of the context in which a phenomenon occurs, as it is focused on measuring and analyzing numerical data rather than exploring the social and cultural context.
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Change in Shopping Patterns 31
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Van Droogenbroeck, E., and Van Hove, L. 2021. Adoption and usage of E-grocery shopping: A context-specific UTAUT2 model.
Sustainability
,
13
(8), 4144.
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Change in Shopping Patterns 35
Appendices
Appendix 1: Questionnaire
1.
What was your initial Reason for Online Grocery Shopping
Tick where Necessary
Curiosity
Recommendation
No car
Shopping in brick-and-mortar stores is time-consuming
Shopping in brick-and-mortar stores is too tiring
Mobility challenges
Health problems
Outbreak of the COVID-19 pandemic
2.
How often to do you purchase your groceries online?
Daily
Once a week
2-3 times per week
Once per month
2-3 times per month
Once every 2-6 months
Rarely
Tried once
3.
How has the Covid-19 pandemic affected your frequency of online grocery shopping?
4.
How has the pandemic affected your overall satisfaction with online grocery shopping?
5.
Have you tried online grocery shopping for the first time during the pandemic?
6.
Have you noticed any changes in the products you purchase online compared to before the pandemic?
7.
How has the pandemic affected your trust and confidence in
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Change in Shopping Patterns 36
the online grocery shopping service offered by Booths?
8.
Have you noticed any changes in the delivery or pickup options offered by Booths during the pandemic?
9.
How has the pandemic affected your willingness to pay for online grocery shopping services?
10.Are there any specific features or services you would like Booths to add or improve for online grocery shopping during the pandemic and beyond?
Appendix 2: Ethics Checklist
1.
Informed consent: Obtain informed consent from participants, including information about the study's purpose and potential risks and benefits.
2.
Privacy and confidentiality: Ensure the confidentiality and privacy of participants' information, including the use of pseudonyms and secure data storage.
3.
Vulnerable populations: Consider any potential risks or ethical concerns for vulnerable populations, such as those with limited access to technology or those who are particularly affected by the pandemic.
4.
Bias: Minimize potential sources of bias in the study design and data collection.
5.
Transparency: Clearly and transparently communicate the methods and findings of the study, including any limitations or potential sources of error.
6.
Data Management: Consider data management issues, such as data backup, data security and data sharing, if any.
7.
Fairness: Ensure that the study is conducted in a fair and equitable manner and that the results are not used to discriminate against any individual or group.
8.
Responsible research: Consider the potential impact of the research on society
and the individuals being studied, and take steps to minimize any negative effects.
9.
Ethical Review: Seek ethical review and clearance from appropriate body
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Change in Shopping Patterns 37
before starting the research
10.
Compliance: Ensure that the research is in compliance with all relevant laws and regulations.
Appendix 3: Reflective Skill
Skills and knowledge:
Research methods: I have acquired a deep understanding of various research methods and techniques, such as survey design, data collection, and analysis.
Data analysis: I have gained expertise in analyzing quantitative data using statistical tools such as Excel and SPSS, and also able to interpret the results and make conclusions.
Industry knowledge: Through this study, I have developed a solid understanding of the grocery retail industry, including the challenges and opportunities it faces during the pandemic.
Communication: I have improved my ability to communicate complex research findings in a clear and concise manner, both verbally and in written form.
Experiences:
I have conducted a survey of customers of the Booths Company Limited to understand their preferences and behaviors related to online grocery shopping during the pandemic.
I have conducted in-depth interviews with key stakeholders of the company to understand the impact of the pandemic on their operations and strategies.
I have also analyzed data from various sources, such as financial reports and market research studies, to gain a comprehensive understanding of the industry.
Professional development:
I have attended several webinars and workshops on research methods, data analysis, and the grocery retail industry.
I have also had the opportunity to present my findings at a conference, which helped me to improve my presentation skills.
Growth and Development:
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Change in Shopping Patterns 38
This study has allowed me to develop a deep understanding of the research process and the importance of ethical considerations.
It has also helped me to develop my analytical skills, and ability to interpret the data and make conclusions.
I have learned to work independently and manage my time effectively to meet deadlines.
Future aspirations:
This study has provided me with valuable experience in the field of market research, and I hope to continue to work in this area in the future.
I also hope to apply the skills and knowledge that I have acquired in this study to other research projects in the future.
Conclusion:
This study has been an invaluable opportunity for me to develop my skills and knowledge in the field of market research. The experience has been challenging, but also very rewarding. I am confident that the skills and knowledge that I have acquired through this study will be of great value to me in my future career aspirations.
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