An intelligent approach for analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of the on-demand grocery delivery service

Altay, Burak Can; Okumuş, Abdullah; Mercangöz, Burcu Adıgüzel

doi:10.1007/s40747-021-00358-1

Cited by 34 publications

(29 citation statements)

References 60 publications

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“…This result was reached based on the fact that Covid-19 provides a marketing channel (Online) that is immune to the effects of social distancing that occurred during the pandemic and post-pandemic period. This is consistent with the findings ofAltay et al (2021) andArmstrong et al (2020).…”

supporting

confidence: 93%

“…In other words, digital marketing entails using a variety of online channels to achieve certain corporate objectives (Claver-Cortés et al, 2012). In an era when the majority of a company's clients conduct business on their mobile devices, a well-planned digital marketing strategy can be critical to achieving organizational advancement (Altay et al, 2021). In this regard, businesses develop well-rounded digital marketing strategies in order to pique the interest of a broad audience, which is critical to their success.…”

Section: Literarture Reviewmentioning

confidence: 99%

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Impact of Covid-19 Pandemic on the Digital Marketing Strategies of Businesses in the United States: A Case of Selected Multinationals

2022

EJBM

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The COVID 19 epidemic has had a significant economic impact on a number of countries, including the United States. As a result, the impact of the pandemic on organizations' digital marketing tactics in the United States was investigated in this study. The total number of 186 respondents who contributed data for the study was chosen using a convenient sampling approach. In order to analyze the data collected from respondents, the study used an ex-post facto research design and descriptive and inferential statistics. The descriptive statistics revealed that most of the respondents are of the view that the pandemic have a very high impact on the digital marketing strategies of businesses in the United States. The study developed three hypotheses that were assessed at a 5% level of significance, and the results, based on the Levenes' and student t-tests, demonstrated that the pandemic had a statistically significant impact on businesses' digital marketing strategy in the United States. Based on the findings of the study, it is recommended that businesses in the United States maintain and develop the digital marketing tactics that were implemented during the COVID 19 pandemic for continued growth and success.

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supporting

confidence: 93%

Section: Literarture Reviewmentioning

confidence: 99%

Impact of Covid-19 Pandemic on the Digital Marketing Strategies of Businesses in the United States: A Case of Selected Multinationals

2022

EJBM

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“…Extending the delivery period should also be considered by companies. Deliverers also need to be properly identified, i.e., look professional [77]. With the increase in online sales, consumers will also give more feedback, so watching all social networks and company forums are essential.…”

Section: Discussionmentioning

confidence: 99%

Evolution of the Online Grocery Shopping Experience during the COVID-19 Pandemic: Empiric Study from Portugal

Gomes

Lopes

2022

JTAER

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Online shopping has intensified in the last decade. The COVID-19 pandemic has imposed circulation limitations and more restrictive behaviors on consumers due to fears of contracting the virus, boosting online grocery shopping. This study aims to assess the relationship between the online food purchasing experience during the pandemic and the intention to purchase food online after the pandemic. The sample of this quantitative study is composed of 358 Portuguese consumers who carried out grocery shopping online during the pandemic and was collected through an online questionnaire. First, a cross-sectional description of the variables was applied to this sample and then an analytical cross-sectional survey was carried out using the partial least squares method. Due to health concerns, food and beverage consumption behaviors changed positively during the pandemic compared to before. Healthier consumer behavior towards food and beverages during the pandemic, compared to before the pandemic, may influence a greater propensity for online grocery shopping. Sociodemographic characteristics (age, education, income) were also determinants of the propensity to shop online during the pandemic. Specifically, the results of this study demonstrate a positive influence of young male consumers, with higher levels of education and income, regarding the online supermarket shopping experience. The results also demonstrate that a good online shopping experience during the pandemic can positively influence online shopping intentions after the pandemic. This study makes it possible to identify determinants of the online food shopping experience, serving as guidance and preparation for strategic marketing for retail grocery companies that wish to position themselves online. It also helps marketers and policymakers understand the potential influence of sociodemographic characteristics such as age, income, and education on building a relationship with consumers. Finally, the relationship between personal characteristics and the online grocery shopping experience requires further substantiation and this study contributes to this gap in the literature.

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“…According to Llopis, O'Donnell, and Anderson (2021), products with little or no alcohol (e.g., ciders) are not as price-dependent as beer and beer drinks. Among the components of the promotional mix, public relations stood out and gained considerable importance during COVID-19 (Altay, Okumus, & Mercangoz, 2021).…”

Section: The Ways Of Products Promotionmentioning

confidence: 99%

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Pech¹,

Kopová²

2022

The Central European Journal of Regional Development and Touris

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The microbrewery market in the Czech Republic has experienced a tremendous boom, especially in the last 15 years. Recently, people have liked to try new things, and there is a growing demand for non-traditional types of beer offered by these companies. However, due to the COVID-19 pandemic, microbreweries have had to reduce activities or even close facilities. The paper aims to examine microbreweries' perception of competition threat, promotion, and activities during the COVID-19 pandemic in the Czech Republic. We examined the differences related to four microbreweries' characteristics: the location of the facilities, the scale of the operations, the annual volume of beer production, and the number of years in business. The questionnaire survey was carried out in 105 microbreweries. We used statistical methods of Kruskal-Wallis ANOVA, Mann-Whitney test, and Pearson's Chi-square test to prove research working hypotheses. The results show that microbreweries do not consider the threat of competition high. The beer production volume factor influences this perception of competition. We found that enterprises make the most use of websites and customer referrals in their promotions. We proved that the use of the web depends on the range of business activities. Finally, we analyzed the direct impacts of the COVID-19 pandemic on microbreweries. The vast majority of the enterprises partially kept the operation running. Interestingly, some enterprises have taken advantage of the current situation to diversify their activities and look for new opportunities. The main factors that varied between enterprises, in this case, were the range of activities and years in business. The paper's originality is related to the first attempt to analyze the COVID-19 impact on the breweries during the lockdowns and government restrictions.

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An intelligent approach for analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of the on-demand grocery delivery service

Cited by 34 publications

References 60 publications

Impact of Covid-19 Pandemic on the Digital Marketing Strategies of Businesses in the United States: A Case of Selected Multinationals

Impact of Covid-19 Pandemic on the Digital Marketing Strategies of Businesses in the United States: A Case of Selected Multinationals

Evolution of the Online Grocery Shopping Experience during the COVID-19 Pandemic: Empiric Study from Portugal

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

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