Research Proposal under

INDIAN COUNCIL OF SOCIAL SCIENCE RESEARCH’S

Special Call for Studies Focusing on Social Science

Dimensions of Covid-19 Coronavirus Pandemic

TITLE OF RESEARCH PROJECT

A study on Consumer Behaviour

Surrounding ‘COVID-19 Pandemic’ in
Ranga Reddy District of Telangana state
UNDER BROAD RESEARCH PRIORITY THEME

Thinking & Behaviour

SUBMITTED BY
Dr. Ramkrishna Dikkatwar
Associate Professor
Symbiosis Institute of Business Management, Hyderabad
&
Dr. Tanmoy De
Assistant Professor
Symbiosis Institute of Business Management, Hyderabad

SUBMITTED ON
May, 2020

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 TABLE OF CONTENTS

Sr. No. Topic Page

Number
1 Title of the Research Proposal 3
2 Abstract / Summary 3
3 Introduction of the research study 3
4 Review of literature 4
5 Statement of research problem 5
6 Objectives of the Research Study 5
7 Research Design 5
8 Innovative elements of Research study 9
9 Expected outcome of Research project 9
10 Relevance of the proposed study from 10
policy-making perspective
11 Societal Relevance of the proposed 10
study
12 Monthly Milestones set for the study 11
13 Budget and Duration 11
14 Proposed budget for the study 11
References 13

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1.0 Title of the Research Proposal
Study of Consumer Behaviour Surrounding ‘COVID-19 Pandemic’ in Ranga Reddy District
of Telangana state

2.0 Abstract / Summary

Purpose – The purpose of this study is to study Consumer Behaviour Surrounding ‘COVID-19
Pandemic’ in Ranga Reddy District of Telangana state
Design/methodology/approach – The research approach will be survey based approach and
sample of 2526 household will be extracted through two stage sampling. Depending on
pandemic situation in the region data collection methods will be chosen in line with context,
resources and time in hand.
Research implications – This study will offer implication for further research in terms of how
consumer behave in pandemic situation especially in emerging market contexts.
Practical implications – This study may help government agencies in terms of ensuring supply
during crisis. Findings of the study may offer some inputs to AAYUSH ministry in terms of
adoption of health practices during similar pandemic.

Originality/value- This study will be novel as it will unfurl behavioural changes in terms of
households on the backdrop of COVID-19. One more facet of study which makes it innovative
is its scope as study intends to understand risk perceptions, health, lifestyle, consumption and
quality of life.

As a researcher we have incorporated new social economic classification (SEC) system to

unfurl patterns; this itself is unique as many times as SEC is based on factors such as durable
ownerships (proxy of economic wellbeing) and education (proxy of broad framework of
thinking).

Keywords: - Consumer Behaviour, Households, Consumption, Pandemic, COVID-19

3.0 Introduction of the research study

We all are calibrating ourselves on real time to a COVID 19 – a global pandemic. This is kind
of epidemic world has not experienced since Spanish Flue in 1918. Every individuals lives
have been thrown into disorder on multiple fronts. The situation is challenging as individuals,
family members, consumers, managers and business leaders.

In a short period of time, our country has entered into a lockdown. In this phase, businesses
have shifted to ‘work from home’, families are needed to maintain social distance. In many
containment zones, there were mandatory stay-at home advisory in place.

When an individual is exposed such an unforeseen situation, then is thinking and behaviour
may dramatically change. These changes at an individual level has larger repercussions for
the entire society. Any behavioural change at consumer level may pose challenges to public
distribution, production, retailers and wholesalers.

There is significant impact to consumer behaviour as Government & public health institutions
were intervening to slow the spread of COVID-19 virus outbreak. This research proposal,
intent to shed light on both actions being taken and concerns being felt by consumers on the
backdrop of COVID-19 outbreak in Ranga Reddy district in Telangana state.

Intended research aims to understand the changes in consumer behaviour and thinking that
will help policy makers, retailers, wholesalers and businesses in a variety of Business-to-
Consumer categories. We plan to complete this research in 9 months’ time to see how
consumer behaviour and attitudes are evolving during COVID & post COVID scenario.

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Rangareddy district offers a very good blend of population in terms of rural-urban mix, and
population is working across the occupations such as services, manufacturing and farming
sector.

4.0 Review of literature

4.1. Behavioural Change in economic Crisis

Behavioural change during crisis as consumer is also studied narrowly such as air travel
behaviour (Fenichel, Kuminoff, & Chowell, 2013); in relation to mobile and virtual technology
(Zolfagharian & Yazdanparast, 2019); writing on buzz marketing sites (Kuboyama, Hashimoto,
& Shirota, 2011); alcohol consumption (Armira, Armira, Drosos, Skordoulis, & Chalikias,
2016); green products and services (Filipe, Barbosa, & Amado, 2015); household appliances
(Vuković, Jurić, & Ojdenić, 2014).

Lot of international research is available where the impact of economic crisis on consumer
behaviour is studied such as (Gajewski, 1992) (Mansoor & Jalal, 2011), (Kaytaz & Gul, 2014),
(Bronner & de Hoog, 2012). “A study made in 2009 on a sample of 2400 people in France,
U.S. and UK, by Euro RSCG C&O, in partnership with Harris Interactive, was aimed at
understanding the factors that affect preferences and consumer choices and observed the
changes in consumption behaviour” (Euro RSCG Worldwide , 2010).

One more study during 2008 economic crisis undertaken in four countries i.e. Czech Republic,
Slovakia, Poland and Hungary showed that “expenditures for items such as clothing and
footwear, transport, housing equipment, communications, restaurant and hotels and services
declined while expenditure on housing, water, electricity, gas and other fuels, tobacco,
alcoholic beverages and narcotics had increased” (Skálová & Stávková, 2012).

During the Asian economic crisis, (Ang, Leong, & Kotler, 2000) summed up the consumers'
experience and highlighted following elements:
“1. Reduction in overall consumption and wastefulness. 2. Extended information search. 3.
Substitution by cheaper brands and generic products. 4. Purchasing local rather than foreign
brands. 5. Buying smaller packages. 6. Preference for informative rather than imagery-based
advertisements. 7. Popularity of discount and neighbourhood stores.”

Above behavioural changes were also observed in prior study by (Shama, 1981) during
stagflation period in USA.

4.2. Behavioural Change in health Crisis

Expansive Research work on behavioural change in reaction to the risk of contracting an
infectious disease influences epidemiological dynamics and public health (Funk, Salathe, &
Jansen, 2010) ; (Reluga, 2010) .

During influenza pandemic, “it was observed that Private consumption would be reduced not
only as a direct result of illness, but also as consumer confidence was reduced and demand
for precautionary balances rose” (MacKellar, 2007).

4.3. Indian research work - Behavioural Change in Crisis

Few Indian research studies were found where consumer behaviour was studied in crisis. Few
of them are enlisted below: -

a) Consumer behaviour in financial market was studied during financial crisis by

(Agarwal, 2010).
b) Attribution of crisis responsibilities was studied during Maggi Noodles crisis (Mishra,
2017)
c) The question of Does Consumer Buying Behaviour Change During Economic Crisis?
Was addressed at a global level by (Sharma & Sonwalkar, 2013)

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5. Statement of research problem

The world & automatically India is going through an unprecedented, once in a century
phenomenon, as a researcher we would like to answer following research problem: -

On the backdrop of Covid-19 outbreak in India, focus will be to look at the behavioural aspects
of consumers within Ranga Reddy district, seeking insights related to: -
 What concerns consumers have in their work & personal life (Life Goals)?
 Whether consumers perceive risk about unavailability of essential products, contacting
infected person, etc.?
 What they seek while buying essential items (consumer needs)?
 What they purchase (consumption pattern)?
 How much they purchase (pack sizes)?
 How frequently they purchase (purchase frequency)?
 Where they purchase (channels preferred)?
 What factors they consider (buying criterion)?
 How they spend their time (work vs personal activities)?
 Which source they seek information (information sources, media consumption)?
 Whether consumer buying healthier & immunity enhancing products as compare to pre
COVID 19 outbreak?
 How do they manage income, spend & investment?
 Adoption & usage of online learning for self-development and educating children.
 Are there any patterns in terms of behavioural changes?

6. Objectives of the Research Study

Following are the objectives of study undertaken.

 To study challenges consumers faced in terms of work life balance during lockdown
period
 To understand risk perceptions of consumers due to COVID-19 outbreak
 To study behavioural changes if any during lockdown period in terms of purchase
basket, pack sizes, purchase frequency, place of purchase, buying criterions.
 To study how individuals are spending time, usage of information channels, and media
consumption
 To understand the purchase habits of ‘health and immunity enhancing’ products
 To unfurl individual’s perception of future income and spending as well as investment
& financial planning priorities
 To understand adoption of online learning for self as well as child’s education
 To study the socio economic patterns of behaviour and changes in behaviour

7. Research Design

Basically research design is a plan for collection, measurement and analysis of data. As this
study was primarily focused on consumer behaviour and largely descriptive in nature.
Research design for the proposed research project is covered under three parts viz
a) sampling design (how respondent will be selected?),
b) observational design (how data will be collected?) and
c) statistical design (how the data gathered will be analysed?).

7.1 Sampling Design

7.1.1 Population of the study
All those households falling under Social Economic classifications as suggested by
(Media Research Society of India, 2011) such as A1, A2, A3, B1, B2, C1, C2, D1 in
Ranga Reddy district in Telangana state.

7.1.2 Estimating Sampling size

Let us estimate number of households in Ranga Reddy district as on May 2020.
According to Telangana state’s Statistical Year book 2017, Ranga Reddy district has

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population of 24,26,243 while number of households are at 5,59,150. Considering 48
percent growth during 2001 -2011 decade and same growth rate continues then
between 2017 – 20 in three years these numbers will change by 4.8 percent X 3 years
= 14.4 percent.

Estimated population of Ranga Reddy district in May 2020 = 24,26,243 × 1.144 =

27,80,474
Estimated number of households in Ranga Reddy district in May 2020 = 5,59,150
×1.144 = 6,40,786

As per (Media Research Society of India, 2011) distribution of households across

social economic classification shows that SEC D2, E1, E2, E3 comprises 60.9 percent
households. It shows only 40 percent households fall under our definition of population,
as our research study is pertaining to under Social Economic classifications such as
A1, A2, A3, B1, B2, C1, C2, D1.

Number of elements (households) in population = 0.4 × 6,40,786 = 2,56,315

As per (Krejcie & Morgan, 1970) for population comprising less than 1000000 elements
need a sample size of 384.
Let us use sample size calculation formula for finite population which is mentioned
below: -
Z 2 * (p) * (1-p)

ss =
c2

Description of notations are as follows:

p = % picking a choice,
c = confidence interval,
Z = Z value (For example z = 1.96 for 95% confidence level)
At 95 percent confidence level and at 2 percent confidence interval for population
comprising 2,56,315 elements, sample size based on above formula arrived at 2379.

We got two sample size estimates

a) Based on (Krejcie & Morgan, 1970) sample size estimation of 384
b) Based on sample size determination formula suggests a sample size of 2379
Let us take higher side estimate for our study. As there are chances for rejections in
any survey, researcher would like increase this sampling size to accommodate any
rejections if any. Thus, sample size for household survey is 2526.

7.1.3 Sampling Method

As sampling frame of all households is not easily available; employing random
sampling method is not feasible. But from research objectives point of view some
sample characteristics such as SEC category, rural-urban area needs to be controlled.
For the study undertaken we propose two stage sampling method.
As our lowest sampling unit is household; we will draw sample in two stages: -
Stage 1 – Randomly draw four urban mandals (Taluks) and two rural mandals out of
total 27 mandals in Ranga Reddy districts.
Stage 2 – In each selected mandal following quotas were fixed according to
household’s Socio economic class (SEC), rural & urban population and mandals.
Table 1 – Quota’s set on the basis of SECs and geographical locations
Quota setting Sub elements in Quota Total
variable variable
Social Economic A1 24 2526
classifications A2 108
A3 198

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 B1 258
B2 318
C1 450
C2 480
D1 690
Geographical units Mandal 1 421 2526
Mandal 2 421
Mandal 3 421
Mandal 4 421
Mandal 5 421
Mandal 6 421
Rural - Urban mix Rural households 842 2526
Urban households 1684

Quotas are fixed as per the national level household mix based on SEC system
proposed and reported in (Media Research Society of India, 2011). Quota sampling
ensures study sample proportionately drawn from population based on SEC and rural
/ urban geography.
Thus sampling units for the study are mandals & households.

7.1.4 Limitations of Sample-

As the selected sample is not randomly selected samples, they cannot be termed as
purely representative. But due care has been taken to adopt appropriate sampling
procedure for selecting the samples. The sampling procedure adopted for the project
is based on research phenomenon, resource availability, level of accuracy and time in
hand.
The second limitation arises from the non-availability of complete and reliable
information about the number of households. Though an attempt has been made to
estimate but it is not actual figure; it is just estimation.

7.2 Observational Design

According to (Donald R. Cooper & Schindler, 1999) “data is defined as the facts presented to
the researcher from the study’s environment”. Data is of two types i.e. primary and secondary.

Sources of Primary Data

Primary data for this research project will be collected from households. As our data
collection method is online as well as offline (depending on pandemic situation & ease
of lockdown restrictions) survey through interview schedule or questionnaire or
telephonic interview; a research instrument will be designed to elicit the required
information from the households. Interview schedule is appropriate method as member
of households especially rural ones may be illiterate in some cases. To facilitate
communication interview schedule will be designed in three languages i.e English,
Hindi and Telugu.

Sources of secondary Data

Books on Indian Economy, Consumer behaviour, Consumptions, will be accessed
from various libraries and were studied in depth and used in the presentation.
Available research studies, surveys, articles related to study area from various authors,
journals, organizations, institutions, internet, regulators, etc. were also used.
Lot of published Ph.D. thesis available on UGC (shodhganga) and PROQUEST
database will be studied. Data published by and available from Government
publications, Central Statistical Organization, Planning Commission, etc. will be
extracted and used for the framework of study and instrument design.
Besides this number of newspaper clippings, web based articles; magazines relevant
to study will be also referred.

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7.3 Statistical Design
Wherever found appropriate, data will be presented graphically or tabular form. Researcher
will use of analytics software such as software for the social science (SPSS) and Microsoft
Excel.
For measuring reliability of the research instrument researcher will use Cronbach's Alpha
Reliability test. Appropriate and relevant Statistical tests wherever required will be used to
analyse the data.

7.4 Pilot study

A pilot study (also known as feasibility study) is a small study designed to test research
instrument and gather information to remove any defects, prior to a larger study. As Pilot study
around 60 -100 households will be undertaken to improve the quality and efficiency of the
entire study and can reveal deficiencies in the design of a proposed study or procedure and
survey instrument.

7.5 Scope of the study

The scope of the study is as follows.
i) The present study is an attempt to throw light on consumer behaviour surrounding
to COVID-19 in Ranga Reddy district. The geographical scope of the study is
limited to Ranga Reddy district only.
ii) This study is carried during nine months starting from the sanction of the project.
Project’s time wise scope is for the period of June / July 2020 to February / March
2021.
iii) This study could be carried out from various angles such retailers, distribution
intermediaries, manufactures. But researcher is carrying this study from
household’s perspective only.
This study is an attempt to study household’s behaviour in terms of purchase, health practices,
lifestyle, risk perception, adoption of digital tools during COVID -19 outbreak.

7.6 Limitations of the study

This study is made under several constraints. Hence, the findings of the study need to be
interpreted with carefulness.
1) The study is mainly based on non-random sampling method hence there is an inherent
limitation in generalizing findings of the study.
2) The information provided by the household may not as accurate as desired due to the
illiteracy, unawareness and poor knowledge. It was also very difficult to obtain
necessary information from the investors and distribution intermediaries because they
are reluctant to disclose all the information especially related with sensitive factors like
risk perception, work life balance, etc.
3) Due to the dynamic changes taking place COVID 19 outbreak & lockdown data
obtained is always influenced by environmental factors which are beyond the control
to the researcher.

But, the scientific approach has used as far as possible while designing the research plan.
Though this work suffers from these limitations, but the care has been taken to minimize these
errors.

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7.7 Tentative Chapter Scheme of the report

1. Introduction 4. Data Analysis & Interpretation

2 Literature survey 4.1 Validity
2.1 Concepts, theories 4.2 Data representation
2.2 Earlier Research on the topic 4.3 Descriptive & inferential statistics
2.3 Research studies in other countries 5. Suggestion, Findings, Implication for
policy formulation
2.4 Summary of literature survey and 6. Conclusion & Future scope of
review research
3 Research Design 7. Annexure
3.1 Objectives 8. Bibliography, References
3.2 Statement of Research problem 9. Abbreviations used
3.3 Hypothesis
3.4 Scope and limitation of the study
3.5 Sampling design
3.6 Sources of data
3.7 Data collection methods & Design
of survey instrument
3.8 Pilot study

8. Innovative elements of Research study

Ranga Redddy being peripheral geography to Hyderabad Metropolitan which can be referred
as peri-urban outgrowth. Periurban population or it is also referred as rurban are those staying
in the rural villages but has aspirations similar to urban population (Jha, 1988). This itself offers
unique blend of research insights covering households across rural – urban continuum.
Selection of Ranga Reddy district offers unique approach the research study.

As we have not came across with much consumer behaviour studies during any pandemic in
India. This study will be novel as it will unfurl behavioural changes in terms of households on
the backdrop of COVID-19.

One more facet of study which makes it innovative is its scope as study intends to understand
risk perceptions, health, lifestyle, consumption and quality of life.

As a researcher we have incorporated new social economic classification (SEC) system to

unfurl patterns; this itself is unique as many times as SEC is based on factors such as durable
ownerships (proxy of economic wellbeing) and education (proxy of broad framework of
thinking).

The study is also unique as in the newly formed state of Telangana, no district wise reporting
is available in terms of consumption of households.

9.Expected outcome of Research project

Through this study we attempt to develop comprehensive view of household behaviour which
will prove to be a great benefactor for the society at large. The results of the study will be
communicated to the society through

a) Two papers in SCOPUS & UGC listed journal which has coverage on social and
behavioural aspects.
b) white paper in the form infographics offering snapshot of the outcome.

The outcome from the project is shown in the table 2.

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Table 2 - Indicative Time & Target Publications – Project outcome
Expected Edited Book – Policy Papers Research Papers in Dataset
Output Chapter Journals

Proposed Within 9 Within 8 months Within 6 - 9 months of Within 7

Timeline months of of Approval Approval Months of
Approval Approval
Journal of Consumer
Reputed Govt. of India & Behaviour by Wiley-
publisher of State of Blackwell
Place of international Government of
Publications repute Telangana International Journal of
Behavioural and
Healthcare Research by
Inderscience Publishers

10 Relevance of the proposed study from policy-making perspective

The proposed study will offer some vital inputs for Public Distribution System as well food and
essential’s supply during any crisis. The work will also shed some light on pricing mechanisms
and hoarding behaviour if any. These insights will help consumer affairs and food supplied
ministry to design market intervention during crisis. The study will be also handy in terms of
prediction of demand surge and preparedness to tackle such surge.
Study being conducted in rural as well as urban geography which will unfurl differences if any
in terms mobility, risk perceptions and these insights may help Government institutions to allay
their fears.
Study will be also researching on health and immunity building purchase, consumptions and
activities. These findings may work as inputs to AAYUSH ministry in terms of adoption of
health practices during similar pandemic.
Proposed research study will also explore usage and adoption of digital tools for learning and
self-development; these findings will contribute towards ‘Digital India’ campaign.

11. Societal Relevance of the proposed study

The proposed study will contribute towards the development of Ranga Reddy district and
Telangana state as well as contribute in terms of their future preparedness in crisis situation.

The study will help local civil bodies in terms managing mob, sprucing up local supply chain
and predict people’s mobility for purchase purpose.

The study will be relevant to supply chain intermediaries such as logistics companies,
warehousing organizations, wholesalers, retailers of food, vegetable and other products in
terms of stock management and catering to demand.

Ultimately study will be useful and relevant to manufactures & marketers of fast moving
consumer goods in terms addressing demand fluctuations during pandemic.

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12. Monthly Milestones set for the study

Table 3 – Expected Project Timelines

Sr. Expected target to be

Month - 3

Month - 4

Month - 6

Month - 7

Month - 8

Month - 9
Month -1

Month -2

Month -5
No. achieved

1. Recruitment of human
resources for the Project
2 Refining research proposal /
research problem / Theoretical
framework identification
3 Research Design Refinement
4 Literature Review & conceptual
framework
5 Development of working
hypothesis
6 Research instrument design
7 Pilot study & refinement in
research instruments if any
after reliability & validity check
8 Data Collection
9 Data validation coding &
punching
10 Data Analysis & interpretation

11 Report writing

13 Budget and Duration

Total Grant expected under the scheme (in Rs.) 3,56,000/-

Duration Proposed (months) 9 Months

14 Proposed budget for the study

Table 4 – Estimated Budget

Heads of Expenditure Number Months Rate Amount

1. Research Staff – (a), (b), (c) - - - 210000.00

(a) Research Associate - - -

(b) Research Assistant 1 8 15000.00 120000.00

(c) Field Investigator 3 3 10000.00 90000.00

2. Field work - - - 90000.00

3. Equipment and study material - - - 20000.00

4. Contingency - - - 16000.00

TOTAL - - - 336000.00

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 5. Publication of report - approx.5-7% - - - 20000.00
(The allocation for publication amount
will be retained by the ICSSR for
publication of the final report if it is
found to be high quality by the
expert/experts appointed by the
ICSSR)

Grand TOTAL - - - 356000.00

Affiliating Institutional overheads over - - - 17800.00

and above the grand total
(Affiliating Institutional overheads @
5% of the approved budget or Rs. 1
lakh whichever is less)

Justification of different heads of budget (write in 30 words each)

1. Research Staff: - Research project requires one research assistant and three
field investigators. Research assistant will help Project director & Co-director
in terms of pilot study, instrument design & testing, data punching, data
collation, back checking for the duration of 8 months. Three field investigators
will work for three months exclusively for field work and data collection.

2. Field work: - Expenses are for travel / fuel and incidental expenses will be
paid at a rate of Rs. 400 /- per day to three field investigators for 75 days (3
months).

3. Equipment and study material: - Access to Government reports, white papers,

internet connectivity, telephonic expenses for back checking, stationery,
photocopy and printing.
Declaration
I hereby declare that:
1. I am not a defaulter of any previous ICSSR grant.
2. I have not availed ICSSR pay protection scheme previously.
3. I have neither been subjected to any disciplinary action nor found guilty of any
offence in my career.
4. The Research Proposal and its contents are entirely original and as per the
standard practice.
5. I have not concealed any information in my application. If ICSSR finds any
contrary information at any stage, it may cancel the study out rightly.

Place: Hyderabad

Date: May 14th, 2020

Signature of the applicant

Signature of the applicant
Dr. Ramkrishna Dikkatwar
Dr. Tanmoy De

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