DefinePK

Research Objective

To document the influence of COVID-19 and online trade on consumer behaviour in Pakistan, specifically among bank employees.

Methodology

Quantitative research using a questionnaire distributed via Google Forms to bank employees in Pakistan. Data was analyzed using SPSS. A random sampling technique was employed with a sample size of 100 respondents. Hypotheses were developed and tested using correlation and regression analyses.

Methodology Flowchart

                        graph TD;
    A["Data Collection via Questionnaire"] --> B["Data Analysis using SPSS"];
    B --> C["Hypothesis Testing"];
    C --> D["Correlation Analysis"];
    C --> E["Regression Analysis"];
    D --> F["Key Findings"];
    E --> F;
    F --> G["Conclusion"];                    

Discussion

The COVID-19 pandemic, with its associated lockdowns and shifts in health and economic priorities, has negatively impacted online trade in Pakistan. This has led to adverse effects on sales and consumer purchases, with barriers to online trade including a decline in consumer spending and disruptions in purchasing and distribution procedures. The reliance on Chinese goods also affects the competitiveness of the Pakistani market. Despite these challenges, the e-trade market in Pakistan continues to operate, though human interaction in marketplaces has decreased.

Key Findings

- There is a significant and positive relationship between online trade and consumer behaviour.
- COVID-19 has a negative but significant impact on consumer behaviour.
- Online trade and COVID-19 have a negative interaction (correlation coefficient r = -0.184, P < 0.00).
- Consumer behaviour shows a positive association with COVID-19 (correlation coefficient r = 0.169, P < 0.00).

Conclusion

COVID-19 has significantly altered consumer behaviour, leading to a greater reliance on online shopping. While the pandemic has negatively impacted online trade in Pakistan, it has also accelerated the shift towards digital integration. The study concludes that online trade businesses have been most damaged by the epidemic, and economic recovery will be challenging.

Fact Check

- Pakistan confirmed its first four coronavirus cases on March 01, 2020.
- The KSE-100 index of Pakistan stocks fell by more than 27 percent in March.
- The study used a sample size of 100 respondents.

Mind Map