research on the behavior of using online food and drink ordering service of hanoi students

FOREIGN TRADE UNIVERSITY SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS -*** - RESEARCH PROPOSAL RESEARCH ON THE BEHAVIOR OF USING ONLINE FOOD AND DRINK ORDERING SERVICE OF HANOI STUDENTS Student: Module: Instructor: KTEE206(GD1-HK1-2223).1 Dr Pham Thi Cam Anh Hanoi, 2022 OUTLINE OF THE RESEARCH PROPOSAL I II III IV V VI VII VIII IX X XI XII Abstract Background Literature Review Research Purpose Research Questions Research Objective Research Hypothesis Research Methodology and Method Data collection technique Data collection sources Sampling technique Data analysis technique Ethics in research Validity and Reliability Significant of the Study Contribution of the Study Scope of the Study Limitations of the Study Structure of the Thesis Report Research Project Timeline References I Abstract This study aims to evaluate and analyze the behavior of using online food ordering service of Hanoi students Specifically, the study goes into depth to identify the factors affecting the behavior of using online food ordering service of Hanoi students The study used a mixed method through reputable documents and pre-structured questionnaires Data was gathered from 250 customers who are students in different districts in Hanoi and had experience ordering food online The data is processed and analyzed with the help of Stata 16 software Keyword: online food ordering service, students, Hanoi II Background Online meal delivery businesses rely on mobile apps or websites that offer several filters and payment options to meet customer expectations Service benefits include the opportunity to compare menus and pricing amongst restaurants, easy and quick ordering, less fuss, fewer misunderstandings and miscommunications, and little human involvement It has gained popularity in Vietnam thanks to many items, especially among young customers Between the ages of 25 and 34, 37% of service users were present in 2017 (Statista, 2019) Consumers in this age and smaller bracket such as students are frequently more inclined than consumers in other age groups to embrace and utilize technology, but since online meal delivery is based on information technology, the features of the Vietnamese people are one of the elements that promote development The operational effectiveness of eateries is increased through online meal delivery This may be seen in the fact that staff members spend less time processing phone orders and more time attending to clients who are dining in person There is also less chance of misinterpretation due to human mistakes In addition to restaurants that also provide online meal delivery services (such as The Pizza Company, KFC, and The Coffee House), there are independent service providers on the market, with Now, Grab Food, and Go Viet being the strongest businesses in the sector at the moment Even if the market has high growth prospects, independent service providers are still facing many difficulties stemming from various types of risks, among them are problems related to high costs to build a delivery team and requiring sufficient population density to be profitable At the same time, more and more consumers are choosing to use the services of independent providers rather than restaurants, as this model offers some superior conveniences like comparing menus and prices of many different restaurants and also partly facilitated this business model to development The internet's and technology's rapid development has had a significant influence on and affected consumers, especially students' behavior When consumers wanted to purchase a certain product in the past, they had to travel straight to the shop or supermarket; today, all they need to is sit down and utilize a computer, a phone, or another device E-commerce websites allow customers to purchase goods using any other device that can access the internet Consumer behavior is being impacted by the connected and busy lifestyle of today's society, especially in major cities, according to a Nielsen survey from 2018 Customers often desire ease when they shop Many individuals want their issues to be resolved quickly and easily rather than having to put up a lot of time and effort to meet their basic necessities The development of things that make life easier, such as prepared meals, home delivery services, and buying technology services, is a result of the rising desire for convenience "On-demand" items A 2018 Nielsen research states that 33% of customers worldwide utilize meal delivery services or go to restaurants to dine The number of meals supplied by fast food restaurants, rapid delivery services, and roadside stands is also increasing (Nielsen 2018) A growing trend in Vietnam's food service industry is online meal delivery (or online ordering), which caters to consumers who prefer eating out rather than cooking for themselves or their families According to the GCOMM research, 99% of customers who participated in the poll stated they use online ordering services at least twice or three times each month Of those, 39% of individuals use the app to buy meals twice or three times per week The market has started to develop a group of young consumers (1%) who have a daily habit of using mobile applications to place food orders, according to research in 2019 (Quang Minh) Although the online meal delivery business is seeing great development, young-age consumers as students have already begun using it, and more people are expected to sign up in the future To save money and maintain food safety and hygiene, they still prefer to dine in restaurants these days since they want to experience the location most of the time In other words, some students believe that utilizing an online meal delivery service is convenient and have a practice of doing so frequently, whereas another group believes that the service is unnecessary and has many other beliefs It is clear that students generally have varying opinions and assessments of this kind of service What are students' views regarding online meal delivery services, and what variables impact those opinions, influencing whether or not students wish to utilize the service? III Literature review Minh Ngoc Nguyen (2021) from his research proved that Online food delivery is a relatively young but fast-growing industry in Vietnam In 2020, the market size of this segment reached approximately 587 million U.S dollars, and it was forecast to become a billion-dollar industry by 2022 As Vietnam is an emerging market with a lot of potential for these services, the competition in this sector is fierce Since the beginning, Asian food delivery businesses have been dominating this market While Southeast Asia’s super app Grab’s food delivery arm, GrabFood, held a 40 percent share of the market in 2020, fellow Singapore tech giant Sea Group recently acquired the Vietnamese app Now and inherited a 42 percent share of the Vietnamese food delivery market In the same year, the rest of the market was shared between two unicorn startups, South Korea’s Baemin and Indonesia’s Gojek Meanwhile, Loship, a homegrown delivery startup, has recently joined the race Although it has yet to gain a major slice of the market, it has so far received significant attention and funding from investors Research on “Các yếu tố ảnh hưởng đến quyết định sử dụng ứng dụng di động để tiêu thụ thực phẩm của người tiêu dùng: Nghiên cứu thực nghiệm đối với ứng dụng giao hàng Grabfood” by Huynh Thi Cam Ly (Newcastle Business School, Newcastle University, Australia) and MSc Tran Thi Bach Yen (Can Tho University) (2020) the factors that predict customer satisfaction and affect the intention to use GrabFood application by interviewing 220 users currently living in Ho Chi Minh City Can Tho City, Vietnam The collected data were then analyzed by exploratory factor analysis (EFA) and multivariate regression Research has shown that there are main groups of factors affecting the decision to choose GrabFood: brand name, convenience and social influence In which, social influence factors have the largest impact, followed by brand and convenience Dr.N.Sumathi, S Josphin (2017), in their study, allows the online food ordering system as one of the largest services for fast food restaurants This made it possible to use an easy electronic payment system, and also useful for making easy payments for credit card consumers This study is about reducing the long queues of consumers at the counter ordering food and also reducing the workload of employees Varsha Chavan, et al, (2015), the use of a smart device-based interface for customers to view orders and navigate has helped the restaurants in managing orders from customers immediately The potential of wireless communication and smartphone technology in fulfilling and improving business scenarios and the service industry Their analysis states that this system is suitable, effective, and easy to use, which is expected to improve the overall restaurant business in the coming times In the study "Technology at the table: An overview of Food Delivery Apps" by author Catarina Jardim Ribeiro (2018) through qualitative and quantitative methods, the study analyzes the overall situation of delivery applications eat online and get certain results: demonstrating the popularity of online food ordering applications, pointing out that convenience and delivery accuracy are the most important factors for customer satisfaction customer satisfaction and the factors that make users frustrated: poor quality food, slow delivery time, and successfully analyzed the relationship between satisfaction, loyalty and trust between two parties in e-commerce However, the author has not gone into deep analysis of the disadvantages and limitations of online payment methods as well as has not provided a solution to the current problems of online food ordering applications IV Research purpose Research question: With the main goal of providing a comprehensive knowledge about online food ordering of Hanoi students, the main research question is: "What are the main influencing factors and its impact on students' decision to use online food and drink ordering services in Hanoi" And to solve this question, some of the sub-questions are set as follow: ● What is an online food ordering service? How has it developed in recent years in Vietnam? ● What are the advantages and disadvantages of online food ordering? What are the challenges and opportunities that service brings to customers and businesses? ● What factors and how they determine the online food ordering of people in general and of Hanoi students in particular? ● How can these factors be used to develop a food and beverage business in Hanoi? Research Objective: The major objective of the study is to show the influencing factors and how they affect the use of online food and drink ordering services of Hanoi students By classifying those factors, which factors have a large influence, which factors have a small influence, the author can point out challenges and opportunities, and also give appropriate recommendations for delivery enterprises as well as food and beverage businesses To achieve the above-mentioned objective, the author sets some specific goals as follows: ● Having a detailed look at the behavior of using online food and drink ordering services of people in general and of Hanoi students in particular From there, build a solid theoretical and theoretical foundation to prove the factors affecting the studied behaviors ● Determining the development context of services: industry 4.0, e-commerce, the lazy economic trend, COVID-19 pandemic helps to find out the factors that affect the behavior of ordering food and drinks online ● Identifying the factors, arrange them according to the criteria to easily assess their influence on the behavior of ordering food and drinks online ● Proposing some solutions to support food and beverage businesses to develop and expand in the form of online take-away Research hypothesis: The major factors that are projected to affect the decision to use online food and drink ordering services are: ● Customer perceived value: o Product quality o Service quality o Promotion activities: advertising, discounts… o Reference pages: food reviewers… ● External influences: o COVID-19 pandemic o Digitized economy o Lazy economy trend ● Purchase motivation ● Attitude towards products V Research methodology and method The reasonable methodology which is considered and chosen by the author when applied in the study is the mixed research methodology Mixed research methodology is the integration of the use of quantitative and qualitative data collection techniques and analytical procedures in the same research project (Saunders, et al., 2019) The qualitative and quantitative results will complement each other in the process of accomplishing the goal of the thesis Data collection techniques The two main techniques used in the research are “archival and documentary research” and “survey strategy using questionnaires” Also, a preliminary survey with 20 people was carried out to determine the most suitable scale material for the questionnaire, in addition to the ones from previous studies The digitalisation of data and the creation of online archives, along with open data initiatives by governments and businesses, have increased the scope for researchers to use an archival or documentary research strategy (Saunders, et al., 2019) In fact, ordering food and drinks online is not new and has been researched and evaluated by a number of organizations That is why archival and documentary research techniques, aiming to find secondary data collection, are used for both qualitative and quantitative searching With reliable journals, articles, reports, previous studies… authors can find documents and academic evidence to discover and strengthen try his hypothesis However, each methodology has its advantages and disadvantages When referencing sources, factors such as trustworthiness, novelty, and ethics need to be carefully ensured to yield clean and objective data In addition, researchers should be mindful about the purposes of the sources because some documents were not originally created for a research purpose (Saunders, et al., 2019) Searching in many different sources with no uniformity may distort the overall results of the study With quantitative technique, this study uses survey strategy using questionnaires The first reason, with the main objective of behavioral research, a questionnaire-based survey is perfectly optimal to allow the author to survey a large number of people (about 250) in the most economical way The process can be easily monitored and the data obtained can be compared through the supporting software Furthermore, the survey strategy is perceived as authoritative by people in general and is relatively easy both to explain and to understand (Saunders, et al., 2019) Regarding limitations, the amount of information obtained will be quite limited as many respondents are not willing to take their time to answer the questionnaire, as well as the data may not guarantee the truthfulness for the research Specifically, the questionnaire includes 30 questions to evaluate the validity of 10 variables and is divided into parts with purposes: ● Learning online food ordering habits ● Finding out the reason cause and the factors influence the decision of ordering food online ● Identifying how often respondents order food online ● Identifying the quality and satisfaction of services brought to customers Data collection sources Primary data, as mentioned above, was collected online through sending questionnaires to several schools and universities in different districts in Hanoi The duration of the implementation process starts from August 11 to September 11, 2022 Besides, secondary data is collected through articles, reports, data pages and some trusted predecessors: ● “Consumer food service” published on Euromonitor ● “Food delivery trends in Vietnam 2022” published on Q&Me ● Other reports, articles, news from relevant Governmental Departments and Internet sources Sampling technique With the main research object being students, the target group is not too special and too difficult to access, so the sampling technique used by the author is convenience sampling This helps research go more smoothly and economically The research team will visit schools in different districts in Hanoi to bring the questionnaire in the form of an online link Students will respond once they have returned home, when they feel comfortable and have plenty of free time, thus providing the most valuable answers Given that the information was collected only once from each individual and observed over a 2-month period, the time horizon applied in this study is cross-sectional Data analysis techniques With quantitative data, the author uses Thematic Narrative Analysis to analyze data collected from sources With qualitative data, the author uses a combination of different methods such as Descriptive analysis to compare the level of influence, Correlation analysis to show which factors have the main influence on the decision to use the service, Regression analysis to find out how and to what extent they affect them Software such as Stata and SmartPLS are used to complete this research Ethics in research Ethical concerns are greatest where research involves human participants, Data collection Data analysis Reliable document Questionnaire Thematic Narrative Analysis Combination of different methods Hypothesis Hypothesis Hypothesis testing Thesis Conclusion regardless of whether the research is conducted person-to-person (Saunders, et al., 2019) The study conducted is non-sensitive, but the rights of all people involved are guaranteed Ethics Solutions Voluntary participation - Respondents can choose whether or not to participate in the study - We not put any physical or mental pressure on participants - Anyone can waive the right to participate at any time with any reason Informed consent Every factors like purpose, benefits, risks, and funding behind the study is clearly communicated Anonymity Security & - Participants' identities and personal information are kept confidential and not collected - Participants' answers are stored carefully, not to be batched to third parties Potential for harm Factors that may influence the results such as physical, social, psychological and all other types of harm are kept minimally Results The research is committed to be free of plagiarism and well communication carried, representing the results found by ourselves Validity & Reliability To minimize threats to internal and external validity and reliability, the author has implemented the following solutions: ● Choose the suitable assessment method: Data measurement is based on standardized questionnaires with carefully prepared questions, in order to be easily and precisely analyzed ● Choosing the appropriate sampling method: With a selection of about 300 people from schools and universities in districts within Hanoi, the sample not only can represent the population but also be in concordance with the rule proposed by Stevens (2002), who states that the minimum sample size should be 15 times to the number of variables used in the research ● Standardize the research conditions: All respondents were able to answer the questionnaire with the same conditions: online, unlimited time , which brings the research the most objective results ● Apply methods consistently: Since it was conducted by multiple researchers, this study will ensure consistency in method selection and application throughout the research VI Significance of the Study Along with the development of technology 4.0, the lazy economy was born with convenience, time saving, and energy saving It can be seen that the food industry has been upgraded and spread widely with the introduction of online food ordering applications After the successes in the world, online food ordering applications began to penetrate the Vietnamese market in 2016 and pioneered Delivery Now After controversial difficulties, the use of online food ordering applications had a big change in 2018 According to GCOMM's research at the end of 2018, the frequency of using online ordering services The urban population is quite high Specifically, 99% of survey participants said that they use online food ordering services at least 2-3 times a month, of which 39% of survey respondents order food through the application 2-3 times per week Since then, a series of online food ordering applications have been born with convenient payment methods, fast delivery, good customer care, and many attractive incentives that make many people more and more interested in this method In particular, the use of online food ordering applications has exploded due to social distancing during the Covid19 pandemic According to the analyzed data from Reputa - Social Listening Platform, GrabFood is the market leader with 33.38% of the discussion market share, followed by Now with 23.16% of the discussion on social media, the third is Baemin with 21.95% The Covid-19 pandemic is difficult for the world, but it is an opportunity for online food delivery service businesses to make a breakthrough in the industry Baemin is a company from Korea, although entering the Vietnamese market late, but according to the numbers, Baemin has closed the gap with Now the pioneering application in this industry in Vietnam According to Q&Me, online food delivery has grown strongly in 2021 with 83% of Vietnamese taking part in the survey while this figure is 62% in 2020, which is a good sign for this service industry and forecast the growth of the online food delivery industry to reach more than $38 million and maintain an average growth rate of 11% in the next years, according to Reputa - Social Listening Platform The outbreak of the Covid-19 pandemic has made it invisible to users the habit of ordering food on applications The authors have chosen the topic "Research on the behavior of using online food and drink ordering service of Hanoi students" in order to support businesses to develop food ordering applications to understand the needs of students after the Covid-19 pandemic to have more business strategies VII Contribution of the Study The study will shed more light on the behavioral theories of students in Hanoi towards online food ordering services after the Covid-19 pandemic Provides a multifunctional overview of the online ordering service The results of the report "Research on the behavior of using online food and drink ordering service of Hanoi students" can come up with online food ordering applications that are useful and suitable to the needs of young people in Ha Noi, and at the same time propose some solutions for businesses Use this service in Hanoi, is a source of reference information for all those who are and will use the online ordering service to serve their purposes Helping businesses providing online ordering services to build, form policies, supplement sales plans, marketing plans or make business strategies to meet the usage behavior of consumers in Hanoi Interior Get an overview of the behavior of using online ordering services, analyze the factors affecting the psychology and tastes of young users in the city, the level of satisfaction or satisfaction of consumers in Hanoi at the time of conducting the research Thereby forming core needs from consumers, comparing applications with each other, thereby making choices suitable for the needs of young people capturing the increasing level of consumer satisfaction to form strategies to improve, promote development, and improve the quality of food ordering online services VIII Scope of the Study: The topic of the study is to find out the factors affecting the online ordering of food and drinks of Hanoi students, so the geographical scope of the study then was determined to be in Hanoi Therefore, interviews as well as questionnaires were sent only to districts within Hanoi However, the influencing factors and business-promoting solutions found can be applied in some other provinces in Vietnam About time, the time frame for this research lasts from the beginning of June to the end of December 2022 IX Limitation of the Study Although seriously implemented, our research paper still cannot avoid some limitations in the topic and implementation First, the study is limited to the inner city of Hanoi, so the data cannot be highly representative of the whole country Therefore, the proposed methods may be difficult or ineffective when applied to other provinces Next, with convenience sampling, an easy and economical access to the respondents may be the reason why the results collected in the questionnaire are not clean and ready for use Also, the data collection method uses a crosssectional design, which means all data is taken at a given time, so research can lose its effectiveness over time At that time, new studies are needed to ensure the validity and reliability of the research X ● ● ● ● ● ● ● ● ● ● ● Structure of Thesis Report Statement of authorship Table of content List of table, figures, abbreviations, appendices Abstract Chapter 1: Introduction Chapter 2: Theoretical basis and research model Chapter 3: Research Methodology Chapter 4: Collections and Analysis Chapter 5: Result discussions, recommendations and research limitations Conclusion References Contents Purposes Statement of authorship Affirmation of the truthfulness and independence of the research Table of content Page number of contents, tables, etc in the study List of table, figures, abbreviations, appendices Abstract A brief overview of the research topic, methods and results Chapter 1: Introduction An overview of the research topic, research scope, literature review Chapter 2: Theoretical basis and research model Provide theoretical basis and model used in the research Chapter 3: Research Methodology Description of the research method used, explain its reason and purpose Chapter 4: Collections and Analysis Description of methods of data collection, sampling, and data analysis Chapter 5: Result discussions, recommendations and research limitations Comment on the research results, also provide solutions to the problem and point out the limitations of the research paper Conclusion Author's comments on the topic, suggestions for future research References Quotation of the source of the references XI ● ● ● ● ● ● ● ● ● ● ● Research Project Timeline June - July 18: Brainstorm for ideas and gather information July 19 - August 1: Write research proposal August - August 10: Write literature review August 11 - September 11: Collect data September 12 - October 31: Analyse data November - November 20:Write draft November 21 - November 30: Present research December - December 10: Rewrite and edit December 11 - December 15: Final proofread December 16 - December 22: Final draft due December 25: Publication due dates XII Reference: [1] Saunders, M N., Lewis, P & Thornhill, A., 2019 Research Methods for Business Students Eighth Edition ed s.l.:Pearson [2] Stevens, J, 2002 Applied multivariate statistics for the social sciences 5th Edition ed London: Psychology Press [3] Q&Me, 2022 Food delivery trends in Vietnam 2022 [Online] Available at: https://qandme.net/en/report/food-delivery-trend-in-vietnam-2022.html [4] Euromonitor, 2022 Consumer food service [Online] Available at: https://www.euromonitor.com/consumer-foodservice-in-vietnam/report [5] Reputa - Social Listening Platform, 2021, “Báo cáo thị trường Dịch vụ Giao thức ăn trực tuyến Việt Nam 2020” [Online] Available at: https://www.reputa.vn/blog-detail/download-bao-cao-thi-truong-dich-vu-giaothuc-an-truc-tuyen-viet-nam-2020 [6] GCOMM, 2018 “Nghiên cứu về mức độ hài lòng của người dùng đối với dịch vụ đặt món trực tuyến tại thị trường Việt Nam.” [7] Statista, 2021 Online food delivery in Viet Nam [Online] Available at: https://www.statista.com/topics/8508/online-food-delivery-invietnam/#dossierKeyfigures [8] Huynh Thi Cam Ly “Các yếu tố ảnh hưởng đến định sử dụng ứng dụng di động để tiêu thụ thực phẩm của người tiêu dùng: Nghiên cứu thực nghiệm đối với ứng dụng giao hàng Grabfood” [9] Dr.N.Sumathi, S Josphin, 2017 A study on prospect concernment towards food adjures apps [10] Nielsen et al 2018 [11] Varsha Chavan, et al, 2015 Implementing Customizable Online Food Ordering System Using Web Based Application [12] Catarina Jardim Ribeiro, 2018 Technology at the table: An overview of Food Delivery Apps ... multifunctional overview of the online ordering service The results of the report "Research on the behavior of using online food and drink ordering service of Hanoi students" can come up with online food. .. quality of food ordering online services VIII Scope of the Study: The topic of the study is to find out the factors affecting the online ordering of food and drinks of Hanoi students, so the geographical... of the Covid-19 pandemic has made it invisible to users the habit of ordering food on applications The authors have chosen the topic "Research on the behavior of using online food and drink ordering