1 Introduction
How does consumer purchase behavior evolve during and after pandemic restrictions in terms of online and offline grocery shopping?
2 Theoretical background
2.1 Covid-19 and pandemic restrictions
2.2 Grocery retailing
2.3 Research framework and contribution
3 Empirical analysis
3.1 Data operationalization and descriptive statistics
Channel | Key performance indicator | Before lockdown | During lockdown | After lockdown |
---|---|---|---|---|
Offline and online | Observation period | Six weeks | Six weeks | Six weeks |
Households | 17,766 | 15,873 | 17,766 | |
Quantity | 127,022 | 120,653 | 120,609 | |
Volume | 42,914.99 kg | 38,496.37 kg | 39,177.17 kg | |
Value | 285,414.30 € | 266,641.41 € | 272,999.30 € | |
Value/quantity | 2.25 €/piece | 2.21 €/piece | 2.26 €/piece | |
Value/kg | 6.65 €/kg | 6.93 €/kg | 6.97 €/kg | |
Offline | Observation period | Six weeks | Six weeks | Six weeks |
Households | 17,722 | 15,828 | 17,691 | |
Quantity | 126,113 | 119,320 | 119,311 | |
Volume | 42,633.06 kg | 38,105.96 kg | 38,822.55 kg | |
Value | 281,789.72 € | 261,458.99 € | 268,249.55 € | |
Value/quantity | 2.23 €/piece | 2.19 €/piece | 2.25 €/piece | |
Value/kg | 6.61 €/kg | 6.86 €/kg | 6.91 €/kg | |
Online | Observation Period | Six weeks | Six weeks | Six weeks |
Households | 208 | 284 | 283 | |
Quantity | 909 | 1,333 | 1,298 | |
Volume | 281.93 kg | 390.41 kg | 354.62 kg | |
Value | 3,624.58 € | 5,182.42 € | 4,749.75 € | |
Value/quantity | 3.99 €/piece | 3.89 €/piece | 3.66 €/piece | |
Value/kg | 12.86 €/kg | 13.27 €/kg | 13.39 €/kg |
Quantity | Volume | Value | ||||||||
---|---|---|---|---|---|---|---|---|---|---|
Before lockdown (%) | During lockdown (%) | After lockdown (%) | Before lockdown (%) | During lockdown (%) | After lockdown (%) | Before lockdown (%) | During lockdown (%) | After lockdown (%) | ||
Offline and online | Laundry detergent | 6.65 | 5.23 | 6.24 | 33.58 | 28.63 | 31.20 | 14.58 | 11.99 | 13.63 |
Hair shampoo | 7.56 | 6.33 | 7.09 | 6.78 | 6.07 | 6.64 | 7.63 | 6.72 | 7.28 | |
Chocolate bars | 53.04 | 54.68 | 53.17 | 19.16 | 20.95 | 19.70 | 22.77 | 24.15 | 22.73 | |
Coffee | 32.75 | 33.76 | 33.50 | 40.49 | 44.34 | 42.47 | 55.01 | 57.14 | 56.36 | |
Sum | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | |
Offline | Laundry detergent | 6.65 | 5.24 | 6.23 | 33.58 | 28.65 | 31.23 | 14.66 | 12.10 | 13.73 |
Hair shampoo | 7.55 | 6.26 | 7.03 | 6.77 | 6.01 | 6.57 | 7.62 | 6.64 | 7.19 | |
Chocolate bars | 53.26 | 55.03 | 53.49 | 19.24 | 21.07 | 19.79 | 22.98 | 24.49 | 23.01 | |
Coffee | 32.53 | 33.47 | 33.25 | 40.41 | 44.27 | 42.41 | 54.75 | 56.77 | 56.08 | |
Sum | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | |
Online | Laundry detergent | 6.49 | 4.05 | 6.86 | 33.50 | 26.63 | 27.43 | 8.63 | 6.30 | 8.08 |
Hair shampoo | 8.58 | 12.30 | 12.71 | 7.68 | 12.48 | 14.24 | 8.81 | 10.95 | 12.75 | |
Chocolate bars | 21.34 | 23.56 | 23.81 | 7.05 | 9.49 | 9.60 | 6.96 | 6.94 | 7.33 | |
Coffee | 63.59 | 60.09 | 56.63 | 51.76 | 51.40 | 48.74 | 75.60 | 75.81 | 71.84 | |
Sum | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 | 100.00 |
3.2 Purchase patterns
Channel | Purchase pattern | Description |
---|---|---|
Offline | Offline 1-0-0 | No more offline shoppers since the lockdown |
Offline 0-1-0 | Offline shoppers during the lockdown | |
Offline 0-0-1 | New offline shoppers after the lockdown | |
Offline 1-0-1 | Non-offline shoppers during the lockdown | |
Offline 0-1-1 | Offline shoppers since the lockdown and beyond | |
Offline 1-1-0 | No more offline shoppers after the lockdown | |
Offline 1-1-1 | Continuous offline shoppers | |
Offline 0-0-0 | Online-only shoppers | |
Online | Online 1-0-0 | No more online shoppers since the lockdown |
Online 0-1-0 | Online shoppers during the lockdown | |
Online 0-0-1 | New online shoppers after the lockdown | |
Online 1-0-1 | Non-online shoppers during the lockdown | |
Online 0-1-1 | Online shoppers since the lockdown and beyond | |
Online 1-1-0 | No more online shoppers after the lockdown | |
Online 1-1-1 | Continuous online shoppers | |
Online 0-0-0 | Offline-only shoppers |
3.3 Empirical findings
3.3.1 Offline purchase patterns
Purchase pattern | Household types | Quantity | Share of offline grocery shopping (%) | Share of total grocery shopping (%) |
---|---|---|---|---|
Offline 1-0-0 | No more offline shoppers since the lockdown | 27 | 0.15 | 0.15 |
Offline 0-1-0 | Offline shoppers during the lockdown | 5 | 0.03 | 0.03 |
Offline 0-0-1 | New offline shoppers after the lockdown | 6 | 0.03 | 0.03 |
Offline 1-0-1 | Non-offline shoppers during the lockdown | 1,890 | 10.65 | 10.64 |
Offline 0-1-1 | Offline shoppers since the lockdown and beyond | 18 | 0.10 | 0.10 |
Offline 1-1-0 | No more offline shoppers after the lockdown | 28 | 0.16 | 0.16 |
Offline 1-1-1 | Continuous offline shoppers | 15,777 | 88.88 | 88.80 |
Sum offline | 17,751 | 100.00 | 99.92 | |
Offline 0-0-0 | Online-only shoppers | 15 | 0.08 | |
Sum total | 17,766 | 100.00 |
3.3.2 Online purchase patterns
Purchase pattern | Household types | Quantity | Share of online grocery shopping (%) | Share of total grocery shopping (%) |
---|---|---|---|---|
Online 1-0-0 | No more online shopping since the lockdown | 109 | 18.86 | 0.61 |
Online 0-1-0 | Online shoppers during the lockdown | 171 | 29.58 | 0.96 |
Online 0-0-1 | New online shoppers after the lockdown | 150 | 25.95 | 0.84 |
Online 1-0-1 | Non-online shoppers during the lockdown | 35 | 6.06 | 0.20 |
Online 0-1-1 | Online shoppers since the lockdown and beyond | 49 | 8.48 | 0.28 |
Online 1-1-0 | No more online shoppers after the lockdown | 15 | 2.60 | 0.08 |
Online 1-1-1 | Continuous online shoppers | 49 | 8.48 | 0.28 |
Sum online | 578 | 100.00 | 3.25 | |
Online 0-0-0 | Offline-only shoppers | 17,188 | 96.75 | |
Sum total | 17,766 | 100.00 |
3.3.3 Combined purchase patterns
Offline purchase pattern | Online purchase pattern | Household types | Quantity | Share of total grocery shopping (%) |
---|---|---|---|---|
1-0-1 | 1-0-0 | No more online shopping since lockdown, while not shopping offline during the lockdown | 7 | 0.04 |
1-0-1 | 0-1-0 | Switching from offline to online during the lockdown | 12 | 0.07 |
1-0-1 | 0-0-1 | Starting online shopping after the lockdown, while not shopping offline during the lockdown | 14 | 0.08 |
1-0-1 | 1-0-1 | Not shopping groceries during the lockdown at all | 5 | 0.03 |
1-0-1 | 0-1-1 | Switching from offline to online during the lockdown, shopping both online and offline afterwards | 6 | 0.03 |
1-0-1 | 1-1-0 | No more online shopping after the lockdown, while not shopping offline during the lockdown | 0 | 0.00 |
1-0-1 | 1-1-1 | Continuous online shoppers, who stopped shopping offline during the lockdown | 4 | 0.02 |
1-0-1 | 0-0-0 | Offline-only shopping households before and after the lockdown | 1842 | 10.37 |
1-1-1 | 1-0-0 | No more online shoppers since lockdown, while continuous offline shopping | 89 | 0.50 |
1-1-1 | 0-1-0 | Online shoppers during the lockdown, while continuous offline shopping | 159 | 0.89 |
1-1-1 | 0-0-1 | New online shoppers after lockdown, while continuous offline shopping | 109 | 0.61 |
1-1-1 | 1-0-1 | Non-online shoppers while lockdown, while continuous offline shopping | 15 | 0.08 |
1-1-1 | 0-1-1 | Online shoppers since lockdown and beyond, while continuous offline shopping | 27 | 0.15 |
1-1-1 | 1-1-0 | No more online shoppers after lockdown, while continuous offline shopping | 11 | 0.06 |
1-1-1 | 1-1-1 | Continuous both online and offline shoppers | 21 | 0.12 |
1-1-1 | 0-0-0 | Offline-only purchasing households | 15,346 | 86.38 |
Missing | 99 | 0.56 | ||
Sum | 17,766 | 100.00 |