Investigating brand switching in same-day-grocery-delivery mobile sector: the moderating role of income in an emerging market

Abstract

South Africa’s same-day-grocery-delivery sector is growing exponentially, driven by convenience, time-saving and product variety, especially among younger consumers. However, increased competition among same-day-grocery-delivery mobile apps and reduced disposable income have led to a rise in brand switching. This study explores the key factors influencing brand switching in this sector, focusing on variety seeking, perceived quality, price-consciousness, financial risk and consumer attitudes within the customer-based brand equity and theory of reasoned action framework. While these factors have been examined in other retailing sectors and markets, limited research exists on their impact within the South African same-day-grocery-delivery sector and, more specifically, the moderating role of income. Using a quantitative approach, an online questionnaire was distributed to a purposive sample size of 300 respondents. The findings suggest that perceived quality, price-consciousness and financial risk influence consumer attitudes, where positive attitudes towards same-day-grocery-delivery mobile apps decrease the likelihood of brand switching. Furthermore, there is no meaningful moderation effect of income on any of the above-mentioned constructs. As such, same-day-grocery-delivery mobile apps should continue creating positive attitudes by enhancing perceived quality, mitigating financial risk, improving perceptions of privacy and trust and creating fun and enjoyable shopping experiences to reduce brand switching.