Trang 1 FOREIGN TRADE UNIVERSITYFACULTY OF INTERNATIONAL BUSINESS AND ECONOMICS---
FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL BUSINESS AND ECONOMICS 🙣🕮🙡 RESEARCH PROPOSAL RESEARCH ON THE BEHAVIOR OF USING ONLINE FOOD AND DRINK ORDERING SERVICE OF HANOI STUDENTS Group number: Instructor: MSc Nguyễn Minh Phương Class: KTEE206(GĐ1-HK2-2022-2023).1 Name of the students: Mai Thành Hưng – 2112150076 Phan Tuấn Hưng – 2114510034 Lê Mạnh Tuấn – 2112450615 Ngô Phương Hiền – 2211250618 Hanoi, 4/2023 WORK DISTRIBUTION No Group member Student ID % Of contribution Mai Thành Hưng 2112150076 25% Phan Tuấn Hưng 2114510034 25% Lê Mạnh Tuấn 2112450615 25% Ngô Phương Hiền 2211250618 25% TABLE OF CONTENTS I Abstract II Background III Literature review IV Research purpose V Research methodology and method Data collection techniques .7 Data collection sources Sampling technique Data analysis techniques .9 a Quantitative analysis b Qualitative analysis 10 Ethics in research 10 Validity & Reliability 11 VI Significance of the Study 11 VII Contribution of the Study 12 VIII Scope of the Study 13 IX Limitation of the Study 13 X Structure of Thesis Report 14 XI Research timescale 15 XII Reference 16 I Abstract The goal of this study is to analyze the behavior of online food ordering service among Hanoi students and go in depth about the deciding factors leading to such choices In order to conduct a thorough study, this report used a mixed method included conducting interviews using questionnaires on 200 students experienced in the usage of online ordering services and a number of relatable articles taken from trustworthy sources The data is then processed and analyzed using the Stata software II Background To match client expectations, online meal delivery services rely on mobile apps or websites that provide a variety of filters and payment choices The ability to compare menus and prices between restaurants, simple and quick ordering, less fuss, less misunderstandings and miscommunications, and minimal human involvement are all examples of service benefits Numerous products have helped it become more well-liked in Vietnam, especially with young clients In 2017, 37% of service users were between the ages of 25 and 34.(Statista, 2019) Since online meal delivery is based on information technology, the characteristics of the Vietnamese people are one of the factors that promote development Consumers in this age group and smaller brackets, such as students, are frequently more inclined than consumers in other age groups to embrace and utilize technology Through online food delivery, restaurants may operate more efficiently This may be evident in the fact that employees are spending more time assisting customers who are dining in person and less time processing phone orders There is also less likelihood of misunderstanding brought on by human error 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 some of the famous brands are Now, Grab Food, and Go Viet being the strongest businesses in the sector at the moment Even if the industry has strong growth potential, independent service providers still face a number of challenges brought on by several risks, including issues with the high expenses associated with building a delivery team and the requirement for a sufficient population density to be profitable Additionally, as this business model partly fostered the development of this business model, consumers are increasingly choosing to use the services of independent providers rather than restaurants because it offers some superior advantages such as comparing menus and costs of numerous restaurants Consumer behavior, especially that of students, has been significantly impacted by the internet's and technology's rapid development In the past, shoppers had to go directly to the store or supermarket to make a purchase; today, all they have to is sit down and use a computer, phone, or other device Customers can purchase things using any other internet-capable device through e-commerce websites According to a Nielsen study from 2018, the connected and hectic lifestyle of today's society, especially in major cities, is having an impact on consumer behavior When shopping, customers frequently want convenience Many people would prefer that their problems be solved quickly and easily than that they have to spend a lot of time and effort in order to achieve their basic needs The growing desire for convenience has led to the development of goods that make life simpler, like prepared meals, home delivery services, and purchasing technology services "On-demand" products According to a 2018 Nielsen study, 33% of customers use meal delivery services or eat in restaurants worldwide According to an article written by Nielsen in 2018, quick food restaurants, express delivery services, and roadside stalls are all providing more meals 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 by Quang Minh Although the online meal delivery industry is still in its early stages, young consumers such as students have already begun to use it, and more people are expected to sign up in the future They still prefer to dine in restaurants to save money and maintain food safety and hygiene because they want to experience the location most of the time In other words, while some students believe that using an online meal delivery service is convenient and that they’d so frequently, another group believes that the service is unnecessary and holds a variety of other beliefs It is clear that students have differing opinions and assessments of this type of service Let us see the students' views regarding online meal delivery services, and what factors come to play in creating those opinions, influencing whether or not students’ wish to utilize the service? III Literature review According to Minh Ngoc Nguyen's research from 2021, Vietnam's online meal delivery market is still relatively new but expanding quickly The market for this niche was worth around 587 million dollars in 2020, and by 2022, it was expected to reach a $1 billion valuation The rivalry in this industry is severe due to Vietnam's potential as an emerging market for these services Notably, Asian meal delivery companies have dominated this sector from the start While the meal delivery division of Southeast Asia's super app Grab, GrabFood, controlled 40% of the industry in 2020, Sea Group, another Singaporean tech powerhouse, just acquired the Vietnamese app Now and took over 42% of the Vietnamese food delivery market In the same year, the rest of the market was shared between two unicorn startups, South Korea’s Baemin and Indonesia’s Gojek Meanwhile, Loship, a homegrown delivery startup, has recently joined the race Although it has yet to gain a major percentage of the market, it has so far received significant attention and funding from investors Research on “C$c y%u t& 'nh h()ng đ%n quy%t đ+nh s, d-ng ng d-ng di đ/ng đ0 ti1u th- th2c ph3m c4a ng(5i ti1u d6ng: Nghi1n c.u th2c nghi9m đ&i v;i ng d-ng giao h