Investigating the factors that influence branding of grocery retail shopping apps in Durban.

Abstract

Grocery retail shopping apps present a new frontier for organisations as a means of gaining a competitive advantage, as groceries are a mandatory component of household expenditure. With the rise of a hyperconnected society due to advancements in technology and network infrastructure, it has become imperative that organisations understand how customers interact with brands whilst shopping using grocery applications. The influence of branding on the usage and perceptions of customers whilst using these grocery shopping apps has emerged as a crucial factor in determining their adoption and success. The study aims to investigate the factors that influence branding within the context of grocery retail shopping apps in Durban. The available extant literature has been reviewed to reveal insights and findings involving how brand loyalty, brand trust, brand image, and customer experience shape customer behaviour and preferences whilst using grocery retail shopping apps. Using the quantitative approach, through the incorporation of closed question questionnaires, from a sample of 276 participants having used a grocery retail shopping app, the research delves into the role of branding in the purchase decision and revisit intention of consumers. The study also highlights the importance of userfriendly features and app design in enhancing the brand experience. The findings reveal that consumers in Durban gravitate towards brands within grocery shopping apps which match their perceived expectations and are backed by the physical grocery retail stores. Consumers also embrace the omnichannel strategy of grocery retail stores as they prefer multiple touchpoints to perform their grocery shopping activities. The insights gained from this study will assist retailers in the design and development of future grocery retail shopping apps and serve to inform the strategic decisions of grocery retailers, allowing them to develop the market for their grocery retail shopping apps. The study will also provide useful information for retailers to leverage the power of branding to attract and retain loyal customers in a competitive grocery retail marketplace.