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The Impact of Supermarkets’ Mobile Application on Saudi Customer’s Behavior during the Buying Decision Process

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  • Abdullatif I. R. ALHUDAITHY

    (King Khalid University, Saudi Arabia)

Abstract

The study has mainly focused on exploring the characteristics of mobile phone applications that correspond to the need of customers at various phases of Buying Decision Process (BDP). This was mediated with reference to the biggest e-supermarkets in Saudi Arabia. Methods: A two-phase methodology was implemented by combining qualitative and quantitative methods and evaluated 647 responses. E-supermarkets attempted to influence customers’ behavior in all 5 stages of the BDP, as reflected in their mobile applications. However, some mismatches were found with customer expectations. The research increases understanding of the relationship between marketing activities on the e-supermarkets application and consumers’ needs during the purchasing stages offering a new context.

Suggested Citation

  • Abdullatif I. R. ALHUDAITHY, 2019. "The Impact of Supermarkets’ Mobile Application on Saudi Customer’s Behavior during the Buying Decision Process," Expert Journal of Marketing, Sprint Investify, vol. 7(1), pages 77-91.
    • Handle: RePEc:exp:mkting:v:7:y:2019:i:1:p:77-91
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    References listed on IDEAS

    as
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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