Consequence of Marketing Mix (7P) on the Business Success of Web Based Food Delivery Services: Customer Viewpoint

Open Access

Year : 2022 | Volume : | Issue : 1 | Page : 23-28
By

    S.U. Zaman

  1. M.H Ali

  2. G.M.A. Tarif

  1. Infection Prevention and Control Division, Medlife Healthcare Limited, , Bangladesh
  2. Procurement, Grameen Digital Health, , Bangladesh
  3. 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.

[This article belongs to NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)]

How to cite this article: S.U. Zaman, M.H Ali, G.M.A. Tarif Consequence of Marketing Mix (7P) on the Business Success of Web Based Food Delivery Services: Customer Viewpoint njcbmr 2022; 5:23-28
How to cite this URL: S.U. Zaman, M.H Ali, G.M.A. Tarif Consequence of Marketing Mix (7P) on the Business Success of Web Based Food Delivery Services: Customer Viewpoint njcbmr 2022 {cited 2022 Aug 22};5:23-28. Available from: https://journals.stmjournals.com/njcbmr/article=2022/view=91387

Full Text PDF Download

Browse Figures

References

1. Chaffey, D. E-Business and E-Commerce Management. Harlow: Pearson Education. (1999), 663 p.
2. Kelly, K. New Rules for the New Economy. New York: Penguin Group. (1999), 181 p. 3. Kotlyarov, I.D. Trends in the Evolution of E-commerce. Internet Marketing. (2012), 4 (70), 252–258.
4. Tapscott, D. Electronic and Digital Society: the Pros and Cons of the Era of Network Intelligence. London: INT Press. (1999), 324 p.
5. Li C, Mirosa M, Bremer P. Review of online food delivery platforms and their impacts on sustainability. Sustainability. 2020 Jul 8; 12 (14): 5528.
6. Frederick DP, Bhat G. Review on Customer Perception Towards Online Food Delivery Services.
7. Purvis B, Mao Y, Robinson D. Three pillars of sustainability: in search of conceptual origins. Sustainability science. 2019 May; 14 (3): 681–95.
8. Gujral M, Rauzela M, Chuchu T. An application of the marketing mix and online marketing as a business strategy for SMME cafés in South Africa. Journal of Economics and Behavioral Studies. 2016 Jul 3; 8 (3 (J)):14–25.
9. Sarker MA, Aimin W, Begum S. Investigating the impact of marketing mix elements on tourists ‘satisfaction: An empirical study on east lake. European journal of business and management. 2012; 4 (7): 273–82.
10. Tabachnick BG, Fidell LS. SAS for windows workbook for Tabachnick and Fidell using multivariate statistics. Allyn and Bacon; 2001.


Regular Issue Open Access Article
Volume 5
Issue 1
Received July 24, 2022
Accepted August 17, 2022
Published August 22, 2022