Journal of Management Research and Review (JMRR)

Retail Mix Strategies Under Market Uncertainty: An Empirical Study of Supermarkets in Bandung Municipality

Arifianti, Ria, Fordian, Dian, Hakim, R. Marsha Aulia, Pamungkas, Mochammad Rifky

12 January 2026 · Vol. 2, Issue 1, pp. 19-29

DOI: 10.65150/EP-jmrr/V2E1/2026-04

Abstract

The retail industry, particularly supermarkets, is facing increasingly complex competitive dynamics and changes in consumer behavior under conditions of market uncertainty. This situation requires retailers to design retail mix strategies that are adaptive and oriented toward consumer needs. This study aims to analyze the implementation of retail mix strategies in supermarkets in Bandung Municipality under conditions of market uncertainty, as well as to identify the retail mix elements most prioritized by consumers. This study employs a qualitative approach with an exploratory design. Data were collected through a literature review, interviews with management and consumers, and the distribution of questionnaires to supermarket consumers using a systematic random sampling technique. The data were analyzed descriptively to examine consumer perceptions of retail mix elements. The results indicate that location is the most prioritized retail mix element, followed by price, product assortment, and store atmosphere. In contrast, operational procedures, customer service, and promotional activities receive relatively lower evaluations. These findings suggest that under conditions of market uncertainty, consumers tend to prioritize functional and utilitarian aspects over supporting service elements and marketing communications. This study contributes theoretical insights to the development of retail management literature and offers practical implications for supermarket managers in formulating retail mix strategies that are more adaptive, consumer-oriented, and sustainable.

Keywords: retail mix, supermarkets, market uncertainty, consumer behavior, retail strategy

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Arifianti, Ria, Fordian, Dian, Hakim, R. Marsha Aulia, Pamungkas, & Mochammad Rifky (2026). Retail Mix Strategies Under Market Uncertainty: An Empirical Study of Supermarkets in Bandung Municipality. Journal of Management Research and Review, 2(1), 19-29. https://doi.org/10.65150/EP-jmrr/V2E1/2026-04

@article{Arifianti2026,
  title   = {Retail Mix Strategies Under Market Uncertainty: An Empirical Study of Supermarkets in Bandung Municipality},
  author  = {Arifianti and Ria and Fordian and Dian and Hakim and R. Marsha Aulia and Pamungkas and Mochammad Rifky},
  journal = {Journal of Management Research and Review},
  year    = {2026},
  volume  = {2},
  number  = {1},
  pages   = {19-29},
  doi     = {10.65150/EP-jmrr/V2E1/2026-04},
  url     = {https://doi.org/10.65150/EP-jmrr/V2E1/2026-04}
}

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