“IMPACT OF COVID 19 ON TRADITIONAL RETAIL BUSINESS IN INDORE DISTRICT”
Sheetal Damor
(Research Scholar, DAVV Indore, MP) Dr. Sanjay Agrawal
(Professor of Commerce, Mata Jijabai Govt. Girls PG College, Indore, MP)
Abstract - The year 2020 will be known for the coronavirus disease that struck in 2019 (COVID-19), which had a profound impact on every aspect of our lives. The study's primary goals were to identify the challenges and opportunities traditional retailers confront, as well as the effects of consumer behaviour on traditional retail outlets. The methodology used for the investigation was descriptive. The data was collected using primary and secondary approaches, respectively. The study discovered that factors such as free delivery, digital payment options, product diversity, and timing significantly affect consumer behaviour. The pandemic brought back community confidence in the Kirana stores. Digital aviation has replaced physical commerce as the dominant mode of operation in Kirana. Traditional retailers have faced the challenges and overcame those challenges by widening their shops, bringing varieties of goods to one place, and also adoptinga digital payment system.
Keywords: COVID-19, consumer behaviour, traditional retail stores, digital payment.
1 INTRODUCTION
―The infectious disease identified as coronavirus disease is brought on by the SARS-coV-2 virus (COVID-19). Most virus-infected people will suffer from mild to severe respiratory illnesses, but they will recover without the need for special treatment. However, some people will get severe ailments and require medical attention‖. Age and the presence of underlying medical conditions like cancer, diabetes, cardiovascular disease, or chronic respiratory diseases increase the risk of developing serious illnesses. Anyone can become unwell with COVID-19, get very ill, or die at any age. The best way to prevent and reduce transmission is to educate yourself on the sickness and how the virus spreads. You can avoid infection in both yourself and other people by maintaining a distance of at least one metre between people, wearing a mask that fits properly, often washing your hands, or by using an alcohol-based rub. Get vaccinated when it's your turn and follow any rules in effect in the area.
India's organised retail market, worth $95 billion, is in hot water. Each day, between 40% and 60% more COVID-19 cases were being reported. Several state administrations have declared a total lockdown of their major cities or the entire state as a whole. The fear appeared to be genuine. The shutters of all stores, markets, sit-down restaurants, spas, lounges, and gyms must be closed. Both organised and unorganised retailers are experiencing the effects of COVID-19, and the prolonged lockdown will have a negative effect on retail sales both in the short and long term. In order to stop the spread of COVID- 19, individuals have been advised to stay away from crowded areas such as shopping malls and other crowded places, according to the advisories issued by the respective state governments. According to a report by ICICI Securities, mall operators stand to lose 20–25%
of their revenue as a result of the COVID-19 issue, which is expected to last at least until Q1 FY (April–June 2020).
The shutdown had a tremendous effect on the retail industry. By 2021, it had a sizable effect on a wide range of industries around the globe, but retail led the list of those impacted. The retail sector has been trying to boost already negative customer morale, but such efforts have been hampered by the unprecedented global crisis. The entire lockdown that resulted from the lack of a detailed plan for how store owners would manage their operations had a devastating effect on the retail industry.
Retail sales in India decreased 79% in May 2021 compared to May 2019, according to a survey by the Indian Retailers Association. This occur happened as a result of the nation's closure during the 2nd wave of the COVID-19 epidemic. The retail industry saw the largest decline in beauty, wellness, and personal care (87%), followed by footwear (86%).
Compared to other industries, the food and grocery sector experienced a better decline (34%), but restaurants experienced a 70% decline. This demonstrates that, whereas other
grocery industry has more internet installations and can better transport and serve their customers. What was the reason for this? It took place as a result of the tier-3 shopkeepers' lack of access to a platform where they could advertise their establishments and obtain reliable delivery and payment options.
There have been many new changes for store owners as well with the new normal.
Given the weakness of the retail sector at the moment, many stores have yet to open even after the lockdown, and those that have had to deal with numerous post-lockdown difficulties. A thorough breakdown of every problem that the store owners encountered throughout the shutdown.
During the shutdown, store owners faced the following difficulties:
Shop owners lost a substantial amount of money since they kept their shutters closed due to the lockout.
There are fewer people shopping in physical stores as a result of the increased internet shopping due to consumer anxiety.
Every merchant lacked a website or online store where customers could find them and make purchases.
Not every retailer has delivery personnel to assist consumers, which makes the selling procedure more chaotic during the lockdown.
The ability for customers to make payments online is not something that every business offers.
2 SOCIAL IMPACT OF COVID-19
The COVID-19 pandemic is still affecting populations, especially low-income people, the elderly, people with disabilities, children, and indigenous people. Although it impacts every aspect of the population, those who fall into the social groups that are most at risk are the ones that suffer the most. According to preliminary evidence, the poor are disproportionately impacted by the virus's economic and physical repercussions. For example, homeless people are more vulnerable to the virus's threat because they may not be able to find a safe place to stay. People without access to running water, refugees, migrants, or those forcibly removed from their homes are likely to suffer disproportionately from the epidemic and its aftermath due to travel restrictions, a lack of economic opportunities, or an increase in xenophobia.
The UN secretary-general stated during the launch of the COVID-19 global humanitarian and development plan on March 23, 2020, that "humans must respond to the needs of the ultra-vulnerable—millions upon millions of individuals who are the least competent of protecting and preserving themselves."Fundamental human solidarity is at stake here. Additionally, it is essential for battling the illness. Now is the time to stand up for the weak.
2.1 Older Persons
The risk of the COVID-19 virus is higher in the elderly, particularly those with prolonged medical conditions such as diabetes, hypertension, or cardiovascular problems. In addition to higher health risks, older people are likely to be less capable of maintaining themselves on their own. ―Even if social exclusion is necessary to prevent the spread of the disease, if done incorrectly, such actions can worsen elderly people's social isolation at a time when they might require the most assistance.‖
2.2 Persons with Disabilities
Even further down supreme situations, it can be stimulating for persons with disabilities to obtain healthcare services due to a deficiency of affordability, accessibility, and availability, as well as victimisation and bigotry. People with disabilities are more at risk of contracting COVID-19 because of the interruption of services and support, pre-existing medical conditions, in some cases disease or death, exclusion from health information and primary health care, living in a world where easy access is frequently impeded and where obstacles to goods and services are a challenge, and having a disproportionately higher likelihood of residing in institutions. This calls for a deliberate task.
2.3 Youth
Young people have been urged by numerous governments to take up the cause of population protection both individually and collectively. Youth may improve public health, society, and the economy as a whole by helping those who are most in need. When it comes to employment, young people are disproportionately underemployed, and those who do find work usually work in the unorganised sector, which is severely harmed by COVID-19.
2.4 Indigenous People
Due to the much greater proportion of highly contagious and non-communicable diseases, the lack of access to basic services, the absence of access to healthcare that is appropriate for their culture, and any overburdened and poorly equipped local medical facilities, indigenous people are particularly at risk at this time.
2.5 Financial Impact
Pharmaceutical industries: Government figures indicate that in 2019, pharmaceutical and biotechnology market sales in India totalled Rs. 1.4 crore, or $20.03 billion. In contrast, the amount in 2018 was Rs. 1.29 lakh crores. India's healthcare sector is made up of both public and private sectors. India is a major player in the global pharmaceutical industry and has access to a big number of engineers and scientists who can take the industry to new heights. The Indian pharmaceutical industry provides immunisations to more than 50% of the world's population. India is third in the world for medicine production in terms of volume, and 60% of the world's vaccines are produced there.
Sanitizer industry: Due to the increased demand for the product amid the COVID-19 disaster, hand sanitizer businesses had great growth in 2020. Since most alcohol producers also produce alcohol-based sanitizers, several of these businesses saw development during COVID-19.
Mask industry: Positive changes have been made to the face mask market as a result of the COVID-19 outbreak. The main purpose of face masks as personal protective equipment is to stop or slow down the spread of infections. Over the course of the forecast period, the disposable face mask segment is expected to develop at the highest rate in the face mask market.
2.6 Traditional Retail Store
Retail chains include a wide variety of small, family-owned businesses. They stand for a market that is not organised. People have always preferred local Kirana stores to any other mode of shopping before the introduction of digitization and new technology. Despite the fact that it is still desired, individuals are now purchasing for free. It led to the development of modern retail. The fundamental principle underlying it is implied by the word itself.
People are adjusting to contemporary lifestyles. Whether it is a little village or a metropolis with millions of residents, India is lined with tiny, typically outdoor stores. Fresh produce, food, apparel, tyres, home items, and even appliances are all things they sell.
Indians have been establishing this way of life all around the nation for millennia by buying things from small local vendors. Urban shopping centres with major "chain-type"
retailers have only recently started operating. These are still uncommon in rural regions.
Indians argue over who will prevail: the traditionally disorganised or the nationally organised. According to one of these analyses, "Indian Retailing Would it be Traditional or Modern?" "Modern retailing may take away a large part from traditional retailing but will never close down the chances of retailing specific categories in the specific denomination for the traditional merchants.
3 REVIEW OF LITERATURE
1) (According to Hitesh et. al., 2021) The study looked at a variety of consumer factors, including purchasing patterns, foot traffic, delivery requests at retail locations, as well as the business side of things, including product availability and support from the supply chains of the current significant manufacturers throughout this time. Following a quota sampling of Kirana stores and independent entity stores, this merchant was chosen for the study. Physical visits to these retailers
at how the covid-19 epidemic had caused new initiatives and a paradigm shift in retailer behaviour, and how the stores had adjusted to the new system in terms of covid-19 guidelines and standards used in their operations.
2) (Khaled Amgad S.D. et. al., 2021) The paper's main objectives were to examine buyer behaviour during the coronavirus outbreak, look into government- implemented SOPs for the unorganised retail sector, and ascertain whether consumers prefer home deliveries rather than visit retail establishments.
Information was gathered through ad hoc retail transactions in New Delhi. The study discovered that standard operating procedures (SOPs) had little bearing on consumer behaviour, but that product diversity, online payments, scheduling, free home delivery, and slower speed do. The key factors influencing channel selection are ease of use, security, and simplicity. Due to the pandemic, local metro and non- metro businesses saw an increase in new customers and a review of their trust in the neighbourhood Kirana shop. Due to the epidemic, Kirana's infrastructure has transitioned from traditional retail to digital aviation.
3) (Goswami Shubham et. al., 2021) According to the report, it is crucial for businesses looking to grow and obtain market share to evaluate behaviour of consumers. The sociologists of consumerism have given the COVID-19 issue a lot of attention since it had a big impact on people's consumption practices, buying habits, and general well-being. 1700 consumers' responses to a closed-ended Likert scale survey were used to gather information on a range of topics, and the AMOS program was used to analyse the information using a structural equation model.
The findings demonstrated that shifts in consumer behaviour and preferences during the COVID-19 crisis were greatly affected by the awareness of COVID-19, attitudes toward the pandemic, and the type of item purchased.
4) (Kumar Das Kishore et. al., 2020) The purpose of the investigation was to determine how the coronavirus pandemic COVID-19 affected Indian enterprises.
Secondary data were used by the researcher. The study's main goals were to determine the GDP (gross domestic product) of India as a result of COVID-19 and to determine the demand side impact. The coronavirus outbreak has caused uncertainty to spread throughout the entire world. As a result, the pandemic's expansion was making matters worse and India's real GDP was on a steady decline.
The pandemic was being measured by everyone. The most significant lesson is the importance of comprehensive cost control in a company and living as cheaply as possible.
5) (Kapasi Baneswar, 2021) the study was done in west Bengal. The main purpose of the study was to assess the effect of covid-19 on unorganised retail businesses in India, to assess the impact on sales, and the impact on the net profit of the retail business, unorganised retail business in India. The data was collected from 200 unorganised small businessmen who have filed ITR-4 for the assessment year 2020- 2021 and 2021-2022. A purposive sampling technique was used for data collection.
The researcher found that covid-19 has impacted the performance of the unorganised retail business in India. The profitability of unorganised retailers has been significantly influenced. The unorganised retailers require support from the government in terms of finance, technology, and healthcare to survive in a new normal environment.
6) (Bartik W. Alexander et al., 2020) In order to better understand how the 2019 coronavirus outbreak has impacted small businesses, the researcher conducted a poll of more than 5800 of them between March 28 and April 4, 2020. A few patterns started to emerge. After only a few weeks of the crisis, several closures and layoffs had already taken place. ―Second, the likelihood of closure was inversely connected with how long the crisis was expected to last.‖ The researcher polled more than 5800 small enterprises between March 28 and April 4, 2020, to comprehend how the 2019 coronavirus crisis has affected them. A few patterns began to appear. Only a few weeks into the crisis, there had already been a number of closures and layoffs.
Second, the likelihood of shutdown was inversely associated with the anticipated duration of the crisis.
7) (Sopha et. al., 2022) The primary goals of the paper were to analyse traditional retailers' pandemic survival techniques and report on the effects of the COVID-19 pandemic. There was the usage of the exploratory methodology. In an empirical investigation, 30 traditional retailers in Yogyakarta, Indonesia, participated in a longitudinal study over time. Semi-structured interviews were used to gather the empirical data. To strengthen the empirical findings, secondary data sources were also looked at. The results demonstrated that the pandemic caused supply and demand interruptions, which therefore had an impact on the operation. 90% of conventional retailers saw a decline in demand. Reactive rather than proactive techniques were used by the bulk of traditional retailers. Traditional shops have been compelled to adopt effective techniques and put into place exploitation-oriented strategies paired with exploration-oriented strategies to combat the pandemic.
8) (Pandit Pathak Ganesh et al., 2020) India's Maharashtra state of Pune hosted research. The aim of the research was to determine how COVID-19 affected consumer decision-making while choosing merchants for necessities. The majority of the samples came from the districts of Pune and Satara, where the data were gathered from in western Maharashtra. Google Forms was utilised by the researcher to gather data. Following the investigation, it was discovered that some customers had modified their choices of retailers when looking for necessities. Everyone was seen to struggle during the lockdown, and customers were seen to have altered their behaviour. Those who had previously preferred organised stores have since changed their minds and now favour unorganised and online retailers. The main factors influencing channel preference include ease of availability, security, hurry, and adherence to norms.
9) (S. Uthaman Vijaya, 2022) The goal of the paperwas to evaluate customer behaviour in Kerala's new normal environment and to evaluate opportunities and difficulties for the retail sector. There was a descriptive study done. The data was gathered using a technique known as purposive sampling. A predetermined questionnaire was used to conduct an online survey. Data were gathered from primary and secondary sources. Simple statistical tools like percentage analysis, frequency analysis, measures of central tendency, measures of dispersion, etc. were used in the data analysis process, which was carried out using MS Excel and SPSS 21. The majority of consumers, the report indicated, are concerned about the pandemic scenario, and internet purchases are becoming more popular. It was observed that during the pandemic, demand for organised merchants declined while it significantly surged for unorganised retailers including neighbourhood shops, Kirana's, and online shops.
10) (Alflayuh Saad et al., 2020) Finding the impacts of the coronavirus crisis on Saudi Arabia's retail industry is the study's main goal. Over the years, the traditional brick-and-mortar retail industry has been on the decline, while e-retailing has experienced exponential growth during the epidemic. Additionally, it was seen that client preferences and buying habits had altered. In this case, the study used key learning to try to recognize the factors influencing the retail businesses in the country.
3.1 Objectives
To examine the impact of consumer behaviour due to Covid -19 on traditional retail businesses in the Indore district.
To analyse the challenges and opportunities faced by traditional retailers in the Indore district.
3.2 Hypothesis
H0= There will be no significant impact of consumer behaviour due to covid-19 on traditional retail business in the Indore district.
H0=there will be no significant impact on challenges and opportunities faced by traditional retailers in Indore district.
4 METHODOLOGY
The methodology utilised to carry out the study specifies the research concept, data sources, scaling method, data collecting, and statistical tool used to analyse the acquired data.
4.1 Research Design
A descriptive type research design will be used for these studies. Investigations that focus on characterising the features of a certain person or group are referred to as descriptive research studies.
4.2 Sources of Data
Data will be collected from the primary technique and secondary techniques.
Primary Data-
Primary data will be collected through a closed-ended structured questionnaire. The survey investment will also include questions to obtain demographic information on such as age, gender, education, and other variables.
Secondary Data-
Secondary data will be collected from newspapers, books, internet.
The research approach in context method
The research will be done based on data collected through a self- administered questionnaire
4.3 Scaling Technique
Quantitative data will be collected, the ordinal scale will be used.
Sample
Research population
All the active customers in the Indore district.
Sampling size
For the study, 300 customers will be selected from the Indore district.
4.4 Sampling Technique
A convenient judgment sampling technique will be applied for collecting data.
Sample framing
All the customers from the Indore district.
4.5 Presentation of Data
Table 1 Demographic profile
40% 60% 6.60% 50% 13.30% 26.60% 3.30% 13.30% 18.30% 35% 8.30% 10% 2% 13% 18.30% 15% 26.60% 30% 10%
MALE FEMALE UNDER 20 YEARS 20-29YEARS 30-39YEARS 40-49YEARS 50 YEARS AND ABOVE 10TH 12TH DIPLOMA BACHELOR DEGREE MASTERS PH.D OTHERS <5000 5000-10000 10000-15000 15000-20000 20000 AND ABOVE
G E N D E R A G E E D U C A T I O N H O U S E H O L D I N C O M E
P E R C E N T A G E O F S A M P L E
300 open and unqualified replies have been gathered from customers in the Indore district.
Table 1 shows that women made up the majority of responders (60%) followed by men (40%). Most of the respondents (50%) were from the 20–29-year age group, followed by 40- 49year (26.6%) and then (13-3%) from the 30-39 years age group. The majority of respondents had a diploma degree (35%) followed by a 12th pass (18.3%) and then a 10th pass (13,3%) with a master’s degree(10%) and (2%) respondents also had a Ph.D. degree.
The majority of household income (30%) had 15 -20 thousand monthly incomes, followed by (26, 6%) had 15-20thausand p.m. and (18.3%) had less than 5000p.m., (15%)had 5- 10thausand, (10%) had 20000 and above income p.m.
Table 2 Showing the impact of consumer behaviour due to covid-19 on traditional retail stores.
4.6 Analysis and Interpretation
Variety of products: consumers' behaviour due to Covid -19 has changed, they prefer a variety of goods in one place, traditional retail stores do not store all kinds of goods in one place during the lockdown, they keep only essential goods at the store. on the other hand, online business has emerged rapidly. Due to this, consumers prefer to shop online. Nowadays traditional retailers started keeping varieties of goods in their shops, they are facing challenges.
Digital payments: In the present scenario almost, every customer prefers making digital payments. Cash payments are rarely preferred by customers, and Kirana stores are essential to the lives of shoppers. Due to the coronavirus, people are looking for different options today, but they do not want to interact with any other people.
Traditional retailers have also adopted digital payment systems.
Timings: Timing has been a problem throughout the shutdown. There was a specific time that stores may open. The fear of coming into contact with a corona positive individual prevents many from leaving their houses to go shopping. On another side, electronic shopping has increased to a high level.
Less rush: consumers during the pandemic were fearful about their health and did not want to go to the shops with so much of a rush instead they stayed at home.
Customers to browse at their own pace: during the lockdown, the traditional retail stores did not allow much to customers to browse at their own pace because they had to follow the pandemic rules made by the government.
Fearful about their health: children, youth, and old age people all were worried about their health during the pandemic time.
Buying groceries from Kirana stores: due to Covid -19 more than 50% of people did not want to buy goods from the Kirana shops instead they preferred online shopping as it also provides a variety of discounts and offers.
267 235
298
242
28 290
130 250
120
35 82
33 65
2 58
272
10 170
50 180
265
218
0 50 100 150 200 250 300 350
I prefer availibility of
variety of products at
one place
I prefer digital payments
timing have been an issue
during lockdown
I like to shop from the place
with less rush allowing customer to brows at your own pace in
traditional retail stores
fearful about my health
I prefer buying grocery from kirana shops
changing to less expensive
products to save money
adequate lightening and
clean and hygienic environment in traditional retail stores
different promotional
offers and festive schemes in traditional retail stores
home delivery in traditional retail stores
yes no
Changing to less expensive products: prices of the product during the corona raised to the sky. Prices of the essential goods were doubled because the production of the goods was decreased, the demands for the goods were high and production was low.
People preferred less expensive goods or other substitutes.
Adequate lightening, clean and hygienic environment in traditional retail stores:
40% of the traditional retail stores provided a clean and hygienic environment and 50% of the traditional retailers could not provide adequate lightening, clean and hygienic environment.
Promotional offers and festive schemes: traditional retailers were running at loss and most of the retailers even closed their shops for months, they did not provide any promotional offers or festive schemes to their customers, due to which customers buying behaviour towards the traditional shops changed. They opted for online shopping.
Home delivery in traditional retail stores: 70% of traditional retail stores did not provide home delivery services to their customers because they did not have delivery staff to serve them, which impacted consumers’ behaviour towards traditional shops.
But in the present situation, the traditional retailer has faced this problem and now started giving home delivery services.
Traditional retailers have faced various challenges, the availability, feasibility, and adoption of technology is the major challenge faced by traditional retailers, price wars, competition from organised retail, and lack of infrastructure.
5 FINDINGS AND CONCLUSION
The focus of the study is on how COVID-19 has affected consumers' shopping habits toward traditional retail establishments, as well as the opportunities and difficulties this presents for this sector in the Indore area. Consumers are now more concerned with safety precautions and price sensitivity. Traditional retailers continue to be in demand, and consumer attitudes about them are evolving. Traditional merchants now provides a cleaner shopping environment. The supply chain of traditional retailers has to include more technology. According to the survey, traditional merchants have lost money. Reactive rather than proactive techniques were used by the bulk of traditional retailers. Traditional retailers have embraced the difficulties presented by the epidemic and expanded their businesses to offer a wide range of products and services. They have also embraced the digital payment system. Additionally, they have begun offering their clients home delivery services.
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