Consequence of Marketing Mix (7P) on the Business Success of Web Based Food Delivery Services: Customer Viewpoint
Keywords:
Multicollinearity, Variance, Brand loyalty, Correlation, E-commerceAbstract
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.
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