Effect of Covid-19 Protocols on Consumer Goods in Ado Ekiti. A Study of Tomato Consumers in Ado Ekiti
Chapter One
Objectives of study
Specifically, the purposes of this study were to determine:
- the influence of market shutdown on consumer buying behaviour of tomatoes in stores.
- the contribution of border closure on consumer buying behaviour of tomatoes in stores.
- the influence of consumer consumption pattern on the variables of COVID-19 and consumer buying behaviour of tomatoes in stores.
CHAPTER TWO
LITERATURE REVIEW
Overview of Coronavirus Disease
Coronavirus Disease is a contagious disease that first emerged in Wuhan, China in 2019. It was later coded “COVID-19” by the W.H.O which stands for Coronavirus Disease 2019. The Coronavirus outbreak remains one of the worst global pandemics for decades. The mortality rate soared and the easy of spread was upsetting. Research shows that older people and those with underlying medical problems like cardiovascular diseases, diabetes, chronic respiratory disease, and cancer were more likely to develop serious illnesses from coronavirus (W.H.O, 2020). Some of the symptoms of Coronavirus include; Sore throat, runny nose, constant coughing/sneezing, breathing difficulty and fatigue.
Image 1: Illustration of the Morphology of Coronaviruses; the club-shaped viral spike pelomers, coloured red, create the look of a corona surrounding the virion when observed with an electron (Wikipedia,2020a-SARS- CoV-2 without background.png).
As at the time of this study, there were no reliable treatments for Coronavirus, but a series of researches were in the pipeline across the world towards finding a clinical vaccine for the contagion. However, recent events shows that behavioural change can help contain the spread of coronavirus. Some of the suggested measures to halt the coronavirus pandemic include; improved individual habits such as personal hygiene, including constant washing of hands with alcohol-based sanitizers, good respiratory attitude (close coughing and sneezing), and other personal protection practices like wearing of face mask, social distancing, avoiding touching of the face, and reducing contacts with people through self-isolation at home or avoiding nonessential travels or gatherings. Coronavirus is a global problem that requires more action coordination and global cooperation to successfully contain the outbreak and to deal with its aftermath effects. Consequently, the United Nations appealed for 2 billion dollars to support global response efforts towards tackling the coronavirus pandemic. The consequences of COVID-19 could be more severe; if people do not comply or adhere strictly to public health regulations and advice.
UNDERSTANDING THE IMPACT OF COVID-19
The coronavirus began in Wuhan, Hubei Province, China. Residents who lived in Wuhan had some link to a large seafood and live animal market, which suggest that the mode of transmission of coronavirus was from animal to person. The virus has been named “SARS-CoV-2” and the disease it causes has been named “coronavirus disease 2019” (abbreviated “Covid-19”). The first known patient of Coronavirus started experiencing symptoms in Wuhan, China on 1 December 2019. Since then, there have been over 800,000 reported cases around the world. Some global statistics is reported in table 1.
CHAPTER THREE
RESEARCH METHODOLOGY
Research Design
The study was a quantitative research that adopted the correctional research design. The correlational research establishes the relationship between two or more variables in order to find out the effect of the independent variable (i.e. COVID-19) on the dependent variable (i.e. consumer buying behaviour) including the effect of the moderating variable in the interaction or association (Nwankwo, 2013). In this study the independent variable with dimensions (like market shutdown and border closure) was examined with the dependent variable (i.e. consumer buying behaviour) in an interaction that is moderated by consumption pattern.
Study Area:
This study was specifically carried out in mainly in Ado Ekiti Ekiti State (South-West Nigeria) where all the twenty (20) departmental stores operating in Ekiti State are located.
Population for the Study
The population for the study comprised of all the staff in all the departmental stores operating in Ado Ekiti Ekiti State, Nigeria.
Sample and Sampling Technique:
A sample of 240 respondents or staff of departmental stores participated in the study. The study adopted the multistage sampling technique in four phases. Firstly, purposive sampling was used in the selection of all the 20 departmental stores in the study area. In the second phase, 100 (i.e. 5 each) customer attendants in the departmental stores were selected using random sampling technique.
CHAPTER FOUR
DATA ANALYSIS AND RESULT PRESENTATION
Demographic Data of respondents
CHAPTER FIVE
DISCUSSION OF FINDINGS, CONCLUSION AND RECOMMENDATION
Discussion of Findings
The result in Table 1 revealed that market shutdown statistically and significantly influenced or contributed to the consumer buying behaviour of tomatoes in stores in Ekiti State Nigeria. This finding is consistent with the assertion of Meyer (2020) that COVID-19 is a global pandemic that is rapidly defining the year economic events (through market shutdown and border closure) including changing individuals shopping behaviours towards stocking up needs like foods, groceries, bread, medical supplies (like hand sanitizer, face masks, etc.), soap, etc. with relatively reasonable price using online platforms and technology devices.
The result in Table 2 revealed that border closure statistically and significantly influenced or contributed to the consumer buying behaviour of tomatoes in stores in Ekiti State Nigeria. This finding is in agreement with the views of Ibbih and Siyan (2018) that the way individuals and behaviours, decisions and choices of essential products that they will consume presently or in households adapt to crisis scenario (like COVID-19) enables them to conserve resources and wealth which they utilize in sustaining their situation-induced impulsive and evolving buying future.
The result in Table 3 revealed that consumption pattern statistically and significantly influenced the interaction between the variables of covid-19 and consumer buying behaiour in departmental stores in Ekiti State Nigeria. This finding aligns with Karwala cited in Vijayalakshmi and Milcah (2017) that the macro level change in individuals and households consumption pattern occur because of structural or physical shifts (otherwise periods) in the environment (like COVID-19) which affects the buying behaviour, lifestyle, value-system and needs of consumers which could sometimes erupt emerging cultural, racial, religious, class, and educational limitations likely to vary the consumption pattern between and within different states, regions and countries.
Conclusion
The study concludes that the global pandemic, COVID-19 dimensioned via: market shutdown and border closure relatively and jointly influenced the consumption pattern and consumer buying behaviour of tomatoes in departmental stores in Ekiti State, Nigeria. Therefore, covid-19 was found to facilitate the consumer buying behaviour of tomatoes in stores in Ekiti State, Nigeria.
Recommendations
- Government should embark on the staggering of markets rather than the shutting down of conventional markets which increases the pressure on theses departmental stores amidst their huge patronage and profits.
- Departmental stores are encouraged to revitalize and strengthen their online retail stores wherein customers can shop, purchase and get delivery of products even while they are isolated at home.
- Departmental stores should develop app where consumers can access, shop, and purchase products that would be delivered without the restriction of the present border closure.
- Departmental stores are encouraged to improve their marketing research that will help them understand the essential array of products and needs that are required and consumed by services of delivery companies that would be used to facilitate the conveying of goods to consumers even in crisis period like COVID-19.
- Departmental stores are encouraged to quickly acquire delivery vans and/or engage the consumers while they are on isolation in their homes.
REFERENCES
- Adach, K. (2020). Three steps to prepare for the post-COVID-19 business world. New York: Infiniti Research.
- Bhkat, R. S. & Muruganantham, G. (2013). A review of impulse buying Behaviour. International Journal of Marketing Studies, 5(3), 656-679.
- Chand, S. (2018). Departmental stores: Meaning, origin and characteristics of departmental stores. New York: MacGraw Next Generation Library.
- Cohen, M. & Murphy, J. (2001). Exploring sustainable consumption: Environmental policy and the Social Sciences. New York: Pergamon.
- Helm, S. (2020). COVID-19 has changed consumer behaviour: What does it mean for the future? Arizona: University of Arizona Publication. https://uanews.arizona.edu/news/covid19.
- Ibbih, J. M. & Siyan, P. (2018). Consumption patterns among individual households in Nasarawa marketing. New York: Routledge.
- State, Nigeria. Journal of Economics and International Finance, 10(9), 111-122.
- Kahle, L. R. & Close, A. G. (2011). Consumer behaviour knowledge for effective sports and event
