Journal of Management Research and Review (JMRR) · Research article · Open access
Retail Mix Strategies Under Market Uncertainty: An Empirical Study of Supermarkets in Bandung Municipality
Ria Arifianti, Dian Fordian, R. Marsha Aulia Hakim, Mochammad Rifky Pamungkas
12 January 2026 · Vol. 2, Issue 1, pp. 19-29
DOI: 10.65150/EP-jmrr/V2E1/2026-04
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What is this article about?
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.
Article at a glance
- Published
- 12 January 2026
- Volume / issue / pages
- Vol. 2, Issue 1, pp. 19-29
- ISSN
- 3051-3588 (online) · 3051-357X (print)
- Licence
- CC BY 4.0 — free to read and reuse with attribution
- Peer review
- Double-blind, at least two independent reviewers
- Publisher
- EP Journals Group
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
Cite this article
Ria Arifianti, Dian Fordian, R. Marsha Aulia Hakim, & Mochammad Rifky Pamungkas (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{Ria2026,
title = {Retail Mix Strategies Under Market Uncertainty: An Empirical Study of Supermarkets in Bandung Municipality},
author = {Ria Arifianti and Dian Fordian and R. Marsha Aulia Hakim and Mochammad Rifky Pamungkas},
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}
}Questions about this article
Who wrote this article?
Ria Arifianti, Dian Fordian, R. Marsha Aulia Hakim, Mochammad Rifky Pamungkas.
Where and when was it published?
In Journal of Management Research and Review, Volume 2, Issue 1, pages 19-29, published by EP Journals Group on 12 January 2026.
Is this article free to read?
Yes. It is open access under a Creative Commons Attribution 4.0 (CC BY 4.0) licence, so anyone can read, share and reuse it with attribution.
What is the DOI of this article?
10.65150/EP-jmrr/V2E1/2026-04 (https://doi.org/10.65150/EP-jmrr/V2E1/2026-04).
How do I cite this article?
APA: Ria Arifianti, Dian Fordian, R. Marsha Aulia Hakim, & Mochammad Rifky Pamungkas (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
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