SUPERMARKET A VS SUPERMARKET B, THE SUSTAINABILITY BATTLE DURING COVID-19.

Abstract

2020 and 2021 have been two years filled with nothing but battles; the Covid-19 crisis, different variant battles, riots and most notably economy battles. Where businesses fight to keep their doors open and individuals try to keep employment. South African businesses have had to implement agile brand building in order to stay relevant and gain a competitive advantage, through this time of crisis in particular two major South African supermarkets have entered into a sustainability battle and implemented online purchasing and delivery applications in order to sufficiently meet their consumers’ needs and wants. This research study will uncover consumer perceptions regarding Supermarket A and Supermarket B with regards to the integration of sustainable-driven innovation throughout a time of crisis (Covid-19).