Abstract
Due to the impact of the COVID-19 pandemic, on-demand grocery delivery service that combines mobile technology and city logistics has gained tremendous popularity among grocery shoppers as a substitute to self-service grocery shopping in the store. This paper proposes an intelligent comparative approach where fuzzy logic and the analytical hierarchy process (AHP) method are combined to determine the importance weights of the criteria for marketing mix elements (7Ps) of the on-demand grocery delivery service for the period before COVID-19 and during COVID-19. In addition to its comprehensive theoretical insight, this paper provides a practical contribution to decision makers who create a marketing mix for the on-demand grocery delivery service and other similar online grocery businesses in terms of efficient allocation of resources to the development of marketing mix elements. The study’s findings can also provide clues for the decision makers in times of similar pandemics and crises that are likely to be seen in the future.
Highlights
The coronavirus pandemic (COVID-19) has significantly impacted daily life
According to a report on retail commerce sales, retail e-commerce in Turkey will develop with a compound annual growth rate (CAGR) of 20.2 between 2020 and 2024
This study aims to determine criteria for marketing mix elements of on-demand grocery delivery service and compute the importance weights of the criteria for marketing mix elements of on-demand grocery delivery service for the period before COVID-19 and during COVID-19
Summary
The coronavirus pandemic (COVID-19) has significantly impacted daily life. Many Turkish consumers, along with consumers in other countries, have changed their shopping habits to save their lives and prevent the further spread of COVID-19. According to a report published in July 2020, about one-quarter of the Turkish population do their grocery shopping online [65]. On-demand grocery delivery companies serve their customers by providing instant delivery of groceries and other goods through an app that enables users to order and pay for products with secure payment methods from the comfort of their homes. These companies need to determine an effective marketing mix strategy to gain superiority over their competitors in terms of sales share [45] and other critical targets
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