Abstract:
Fast-moving consumer goods (FMCG) are items that are sold quickly and at a low price. Online
FMCG shopping is defined as the ability for consumers to order and have groceries delivered to
their home via the internet. The short term COVID-19 pandemic impacts are the widespread
lockdown and the social distancing which destroys the traditional shopping behavior of the
consumers. Because of the COVID-19 pandemic, online FMCG buying from supermarkets is being
used more frequently these days to safeguard people from COVID-19. This study can be useful to
improve the e-commerce usage among the consumers in Sri Lanka and for supermarkets to
enhance their online FMCG shopping method to increase the customer loyalty. To identify the
changers happened in online purchasing of FMCG before and after COVID lockdown, this research
was conducted as survey type research using quantitative data. The research design was an online
questionnaire survey where data was collected through an online form. The target population was
people who are buying FMCG from supermarkets and have at least one-time experience in online
FMCG shopping, from the consumers who are living in the Kurunegala district. Wilcoxon Signed
Ranks Test revealed a statically significant change in online FMCG buying behavior before and
after COVID-19 lockdown periods, z=2.66, p p<0.05, R-value is 0.16 indicating that the effect was
too small. It is clear that online FMCG shopping behavior increased after the COVID-19 lockdown
period. Online purchases were significantly greater during the COVID-19 lockdown periods than
before and after it. When compared to the middle-aged group, the younger age group had a greater
influence on online FMCG intention. Gender had no effect on online FMCG purchase intention.
These findings can be used by supermarkets to increase the convenience of online FMCG
purchasing by minimizing potential risk factors that influence their intention
