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Consumers’ Marketing Channel Choice and the Impact on Logistics and Operations: A Systematic Literature Review of the Fresh Food and Grocery Sector

Author

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  • Hassan Alkhiyami

    (Division of Engineering Management and Decision Sciences, College of Science and Engineering, Hamad Bin Khalifa University, Qatar Foundation, Doha P.O. Box 34110, Qatar
    General Management, SPAR Qatar, Doha P.O. Box 490, Qatar)

  • Laoucine Kerbache

    (Division of Engineering Management and Decision Sciences, College of Science and Engineering, Hamad Bin Khalifa University, Qatar Foundation, Doha P.O. Box 34110, Qatar)

  • Majed Hadid

    (Division of Engineering Management and Decision Sciences, College of Science and Engineering, Hamad Bin Khalifa University, Qatar Foundation, Doha P.O. Box 34110, Qatar)

Abstract

Background : Diverse marketing channels have been developed with the advent of digitalization. In the fresh food and grocery retail sector, consumers may have a large choice of channels to shop from. In this case, an analysis of their behavior is crucial for retailers. Therefore, the present paper provides a state-of-the-art review of existing papers dealing with consumers’ channel choice when buying groceries. Methods : A systematic literature review (SLR) is performed following the Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) procedure, identifying 36 research papers published in the last decade. Results : The results present the principal methodologies adopted by the analyzed research papers to address this topic, along with the various channels available to consumers to date. Other important outcomes of this review include the main variables that can affect consumer choice when deciding between the available channels and the limitations of the analyzed papers, along with suggestions for future research directions to address these limitations. Conclusions : This paper discusses the essential effects of consumers’ channel choice on the logistics and operation services of grocery retailers. It also provides an integrative framework linking the influencing factors of consumer choice with outcomes directly impacting grocery retailers’ logistics services.

Suggested Citation

  • Hassan Alkhiyami & Laoucine Kerbache & Majed Hadid, 2024. "Consumers’ Marketing Channel Choice and the Impact on Logistics and Operations: A Systematic Literature Review of the Fresh Food and Grocery Sector," Logistics, MDPI, vol. 8(1), pages 1-18, January.
    • Handle: RePEc:gam:jlogis:v:8:y:2024:i:1:p:11-:d:1320047
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    References listed on IDEAS

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    1. Pradeep K. Chintagunta & Junhong Chu & Javier Cebollada, 2012. "Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice," Marketing Science, INFORMS, vol. 31(1), pages 96-114, January.
    2. Suel, Esra & Polak, John W., 2017. "Development of joint models for channel, store, and travel mode choice: Grocery shopping in London," Transportation Research Part A: Policy and Practice, Elsevier, vol. 99(C), pages 147-162.
    3. Campo, Katia & Breugelmans, Els, 2015. "Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 63-78.
    4. Printezis, Iryna & Grebitus, Carola, 2018. "Marketing Channels for Local Food," Ecological Economics, Elsevier, vol. 152(C), pages 161-171.
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