An intelligent approach for analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of the on-demand grocery delivery service

Due to the impact of the COVID-19 pandemic, on-demand grocery delivery service that combines mobile technology and city logistics has gained tremendous popularity among grocery shoppers as a substitute to self-service grocery shopping in the store. This paper proposes an intelligent comparative approach where fuzzy logic and the analytical hierarchy process (AHP) method are combined to determine the importance weights of the criteria for marketing mix elements (7Ps) of the on-demand grocery delivery service for the period before COVID-19 and during COVID-19. In addition to its comprehensive theoretical insight, this paper provides a practical contribution to decision makers who create a marketing mix for the on-demand grocery delivery service and other similar online grocery businesses in terms of efficient allocation of resources to the development of marketing mix elements. The study’s findings can also provide clues for the decision makers in times of similar pandemics and crises that are likely to be seen in the future.