Linking digital marketing strategies to customer purchase behaviour in grocery retail: Insights from Spar Durban

Abstract

This study explores the relationship between digital marketing strategies and customer purchasing behavior in the grocery retail sector, with a particular focus on Spar in Durban, South Africa. Using a quantitative, descriptive survey approach, data were collected from 278 customers through a structured questionnaire. The results indicate that digital marketing initiatives—especially social media campaigns, digital coupons, and loyalty programs, have a significant positive impact on both purchase frequency and basket size. Grounded in the Theory of Planned Behaviour, the research demonstrates that these strategies effectively influence consumer attitudes and enhance perceived behavioral control. An important demographic insight is that the effectiveness of digital marketing on purchasing behavior varies notably across different age groups, underscoring the importance of age-specific marketing strategies. The study concludes that for grocery retailers such as Spar, successfully combining reliable operational fulfillment with targeted digital promotions is essential for translating marketing efforts into sustained increases in sales and customer loyalty.