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Influence of Covid-19 Pandemic on Grocery Shopper Behavior in Relation to 4Ps of Marketing: An Empirical Study

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Explore Business, Technology Opportunities and Challenges ‎After the Covid-19 Pandemic (ICBT 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 495))

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Abstract

The Covid-19 pandemic signifies one of the most significant environmental changes in recent marketing history. Due to the impact of the COVID-19 pandemic, it is noticed that the grocery shoppers’ behaviour has affected their purchasing habits during this crisis. As 4P’s of marketing (product, price, place, and promotion) has the base of the success of any business. Hence, the study’s main objective was to explore the impact of consumer preferences and attitudes on grocery shopping behavior with special reference to the elements of the 4 Ps of Marketing in Saudi Arabia. To achieve this goal descriptive research approach has been applied. The data has been collected electronically using convenience sampling with structured questionnaires from the people living in Saudi Arabia. Around 225 surveys responses have been taken for the study. SPSS-Version 2020 statistical software has been used, and descriptive statistics with Chi-square test at 0.05 significance level were utilized for the analysis and results were interpreted accordingly. The research revealed differences in opinion gender-wise, and opinion varies with some of the marketing elements on grocery shopping.

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Acknowledgements

The author acknowledges the support of colleagues, friends, students and responded for their valuable time to fill out the questionnaire to complete this study.

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Authors and Affiliations

  1. Department of Marketing, College of Business Administration (CBA), University of Business and Technology (UBT), P.O. Box 110200, Jeddah, 21361, Kingdom of Saudi Arabia

    Mohammad Zulfeequar Alam

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  1. Mohammad Zulfeequar Alam
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Correspondence to Mohammad Zulfeequar Alam .

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Editors and Affiliations

  1. Northern Cyprus Campus, R-141 , KKTC, Middle East Technical University, Kalkanli, Güzelyurt, Turkey

    Bahaaeddin Alareeni

  2. Col of Business & Finance, Building 41, Ahlia University, Manama, Bahrain

    Allam Hamdan

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Alam, M.Z. (2023). Influence of Covid-19 Pandemic on Grocery Shopper Behavior in Relation to 4Ps of Marketing: An Empirical Study. In: Alareeni, B., Hamdan, A. (eds) Explore Business, Technology Opportunities and Challenges ‎After the Covid-19 Pandemic. ICBT 2022. Lecture Notes in Networks and Systems, vol 495. Springer, Cham. https://doi.org/10.1007/978-3-031-08954-1_105

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  • DOI: https://doi.org/10.1007/978-3-031-08954-1_105

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