Open Access
S.U. Zaman
M.H Ali
G.M.A. Tarif
- Infection Prevention and Control Division Medlife Healthcare Limited Bangladesh
- Procurement Grameen Digital Health Bangladesh
- Sales and Marketing Anwar Group Bangladesh
Abstract
The online food delivery service has become a very popular service nowadays to the consumers of Bangladesh. People are using this service and becoming loyal of it. Due to the outbreak of COVID-19, now people prefer to order more food using online food delivery apps. Considering brand loyalty to the customers, this study was basically aiming to analyze the impact of marketing mix elements. A Cross-sectional causal questionnaire survey was done from 5th August 2021 to 25th September 2021. There were two types of variables: one is independent variable; another is dependent variable. In this study, brand loyalty was dependent variable and marketing mix elements such as product, price, place, promotion, physical evidence, people and process were independent variables. To fulfil this strategy, potential respondents who deal with daily online deliver apps were asked to answer some open ended and closed ended questions. The total sample size was 130. Only the people who use online food delivery service/apps were the study population in this study. People from different sex, age and income were selected as respondents. After collecting the data, it was found that only place and physical evidence have impact on brand loyalty. No multicollinearity has been found between the independent variable and therefore the model was statistically significant. To vet more reliability and consistency, this research would demand further works.
Keywords: Multicollinearity, Variance, Brand loyalty, Correlation, E-commerce etc.
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NOLEGEIN Journal of Consumer Behavior & Market Research
| Volume | |
| Received | July 24, 2022 |
| Accepted | August 17, 2022 |
| Published | January 17, 2023 |