Mid term research project consumers survey using the popular online food ordering and delivery apps

LIST OF CHARTChart 2.1: The pie chart shows the gender of participants 6 Chart 2.2: The pie chart shows the age of participants 6 Chart 2.3: The pie chart shows the income of participant

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

-*** -MID-TERM RESEARCH PROJECT

Consumers survey using the popular online food

ordering and delivery apps

Student’s name: Phạm Nguyễn Trâm Anh

ID Number: 20DH481499 Student’s name: Trương Gia Hỷ

ID Number: 20DH480538 Student’s name: Nguyễn Thị Như Phú

ID Number: 20DH481874 Student’s name: Nguyễn Khánh Vân

ID Number: 20DH482041 Class: Statistics (Tuesday_1,2,3) Course: 2021 - 2024

HCMC, April/2022

Table Of Contents

LIST OF CHART

Chart 2.1: The pie chart shows the gender of participants 6 Chart 2.2: The pie chart shows the age of participants 6 Chart 2.3: The pie chart shows the income of participants 7 Chart 2.4: The pie chart shows the occupation of participants 7 Chart 2.5: The pie chart shows whether participants have used online food ordering and delivery applications 8 Chart 2.6: The bar chart shows delivery apps that participants used 8 Chart 2.7: The pie chart shows the range of participants’ satisfaction with these apps 9 Chart 2.8: The pie chart show participants’ purpose of using these apps 9 Chart 2.9: The pie chart shows how participants often order food through apps 10 Chart 2.10: The pie chart shows the user’s ordering propensity 10 Chart 2.11: The pie chart shows when the user used these apps 11 Chart 2.12: The pie chart shows what the user orders through these apps 11 Chart 2.13: The bar chart shows the level of user interest when using apps 12 Chart 2.14: The pie chart shows the user's form of payment 12 Chart 2.15: The pie chart shows the user's brand interest when using the apps 13 Chart 2.16: The bar chart shows the order of importance of the criteria 13 Chart 2.17: The pie chart demonstrates the user's intention to use the long-term 14 applications for the long term

Chart 2.18: The pie chart shows how users know about the ordering application 14 Chart 2.19: The bar chart shows whether users find ordering apps useful 15 Chart 2.20: The bar chart shows users whether the applications provide food convenient, fast and quality assurance 15

Abstract

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Ordering through the app is already a very familiar type to young people in the present, we can see that potential customers are students/colleges and office workers As a consequence, all businesses must have their own marketing strategy

in order to help them grow According to statistics from other surveys, showing that food delivery applications and the demand of the markets are increasing very quickly, this is a great motivation for businesses to launch advertising campaigns and messages to promote closeness to consumers and established trusts to expand the market and dominate market share

CHAPTER 1: INTRODUCTION

1.1 Overview of the reason choosing the topic

With the current social, most people use technology so that what we can do online

is easier and more convenient The online order of order is also from which development and people have used online ordering apps such as Baemin, Gojek, GrabFood, Loship, Shopee Food

1.2 Focus group

The goal group and the experienced group make up the focus group Young people aged under 18, aged 18 to 30, aged 30 to 45 are the target audiences The survey was administered to all students, office staff, civil servants and workers regardless

of gender The survey will be made with google form for any random event within six weeks of the Ho Chi Minh city

1.3 Scope and limitation

●Scope

The actual survey was conducted in Ho Chi Minh city to obtain better results This study's execution is expanding The survey was administered to all students, official staff, civil servants, and workers regardless of gender, and around 200 survey questionnaires were distributed The poll will be done in Ho Chi Minh city for six weeks, randomly selecting anyone

●Limitation

The information and data used in the study came from a variety of sources, therefore this page still contains a number of flaws In addition, the data source is incomplete and hasn't been updated in a timely and thorough manner Because this research poll will only have roughly 200 participants, it is unlikely to have a high level of accuracy, and will instead focus just on students, official staff, etc Despite these challenges, we believe that this study provides a wealth of useful information for use in the research process Business data and information sources play a critical part in this area, which falls under the umbrella of marketing research

CHAPTER 2: FINDINGS AND DISCUSSION

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2.1 Results and data analysis

Chart 2.1: The pie chart shows the gender of participants

Based on more than 200 selected surveys, about 56.8% of people are men participating in this survey The remainder is made up of women

Chart 2.2: The pie chart shows the age of participants

As we can see that the majority of survey participants are between the ages of 18 and 30 which accounted for 84.2% Next is under the age of 18 with 12% Participants between the ages of 30 to 45 only accounted for a little part in this survey

Chart 2.3: The pie chart shows the income of participants

About 32.2% of participants have income over 3 million VNĐ, 31.8% have income under 1 million VNĐ, 18.6% have income from 2 to 3 million VNĐ The remainder have income from 1 to 2 million VNĐ

Chart 2.4: The pie chart shows the occupation of participants

According to this survey, about 82.9% are students/college students are taking part

in The remaining 4 occupational groups make up a small number of this survey with 17.1%

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Chart 2.5: The pie chart shows whether participants have used online food

ordering and delivery applications

According to chart 2.5, 93.4% of participants have used online food ordering and delivery apps The remainder who have never used these apps only take a small portion in total

We can see that online food ordering and delivery apps are becoming more and more popular with wide coverage in the present especially in the group between ages 18 to 30

Chart 2.6: The bar chart shows delivery apps that participants used

As we can see from the chart above, Baemin was the most-used app with 53.1% on total About 45% of the participants used Gojek for ordering food Grab Food accounted for 45.3%, Shopee Food accounted for 49.2% and Loship was the less-used app with 28.3%

Based on the results, Baemin, Gojek, Grab Food and Shopee Food have the potential to grow in the future The advertising campaigns of these apps are now covered everywhere, for example, on the street or on electronic websites We can mention the campaign to place billboards between the center of Saigon of Baemin with the slogan “Em ăn gì đặt Baemin giao" and Gojek with “Ăn gì cũng được, Gojek giao là được"

Chart 2.7: The pie chart shows the range of particpants's satisfaction with

these apps

According to the chart, almost all people were satisfied with these apps (69.6% very satisfied, 30.4% satisfied and not dissatisfied) These results have proved that these apps have done their jobs exceptionally well With a wide variety of foods, optimal features and extremely fast delivery times, these apps have made the customer experience extremely convenient and easy

Chart 2.8: The pie chart shows participants' purpose of using these apps

As we can see, people used these apps mostly for ordering food for themselve (accounted for 85.7%), about 10,5% ordering for others, the remainder is selling People now consider ordering apps to be the top choice for their meals We can see the convenience that these applications bring to us In addition, thanks to promotions and other preferential programs, most people prefer to use these apps

to serve their meals

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Chart 2.9: The pie chart shows how participants often order food through

apps

From the chart above, about 42.9% of people used apps 2-3 times a week to order food Next is 1 time a week (take 32.1%), 1 time a month ( take 14.3%) and the remainder everyday-used (10.7%)

As a consequence, these companies should plan how to increase user's app usage, promote advertising campaigns about the convenience and price of using apps, and expand awareness for their app if they want to develop stronger in the future

Chart 2.10: The pie chart shows the user's ordering propensity

About 53.6% participants used these apps for ordering food alone according to the chart Participants who ordered food in a small group (2-5 people) accounted for 41.1% The rest of the participants were ordered in a large group (> 5 people) As can be observed from above, these delivery apps became a part of people's daily life in serving food

Chart 2.11: The pie chart shows when the user used these apps

Users usually order food through apps for their lunch (take 34.5%), then for their noon meal (take 30.6%), for their night (27.5%) and last is for their breakfast (7.4%) As can be concluded from the chart, people rarely used apps for ordering food in the morning They tend to cook breakfast for themselves Moreover, not only from the chart but also from a practical point of view, people mostly tend to order food through apps for the remaining three sessions of the day

Chart 2.12: The pie chart shows what the users order through these apps

According to the survey, users order a variety of foods on the ordering apps About 26.4% of users order snacks through apps, 22.9% order drinks, 17.8% order rice, 17.4% order fast food and 15.5% order noodles

With the variety of food that the apps provide, users can freely choose their favorite food for their meal We can learn from these apps about the usability and quality they bring to the customers

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Chart 2.13: The bar chart shows the level of user interest when using apps

Conducted from the 2.13 chart, when using the apps, users concentrate especially

on the price Therefore, companies should focus on research on price issues, thereby bringing reasonable prices to consumers to attract the majority of consumers to use their apps The second concern is the freeship code We can see that this is the reason why these apps always give us many freeship codes when we order food That is the way they use to gain the customer’s attention The third concern is the promotion program When opening these apps, we can easily find some promotions that take place in each specific time frame of the day For example, “Menu flat deal 14K”, “Good deals and great taste", “Budget Lunch", etc The fourth and the last concern is the variety of dishes and fast delivery If these apps want to win this increasingly fierce battle, they must offer more and more sought-after dishes in the market and fast delivery is a must for apps to bring for its users

Chart 2.14: The pie chart shows the user's form of payment

As we can see from the chart above, in the present, users still choose to pay in cash (take 57.3%) About 28.9% pay by electronic wallet and the rest is by credit card

In addition to the convenience of food and drink, we can see that delivery apps are very smart in providing many payment options for their customers This proves that ordering apps always have to keep up with current trends if they don't want to

be left behind by their competitors

Chart 2.15: The pie chart shows the user's brand interest when using the apps

About 85.7% of people are concerned about the brand name when using the apps Companies must concentrate mainly on their brand awareness if they want to grow

in the future They must know how to tap into customer psychology, raise customer preference for their brand as well as participate in social contribution campaigns so that users see their status and dedication for brand society Thereby attracting customers to use the company's ordering application

Chart 2.16: The bar chart shows the order of importance of the criteria

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Food quality accounts for the highest percentage when users order food through ordering apps Ordering applications should ensure the best quality food when delivered to customers if they do not want to lose the customers to their competitors In addition, they also need to focus on the brand, the package and last but not least customer service These are the four important factors that companies should notice to improve the customer experience

Chart 2.17: The pie chart demonstrates the user's intention to use the

long-term applications for the long long-term

We see that up to 82.1% of people who have used delivery apps will continue to use them and 14.3% will think more, which shows that the potential for future market development is very high, accompanied by the expanding potential of current types and the opportunity to compete to gain market share for these types

of delivery applications new

Chart 2.18: The pie chart shows how users know about the ordering

application

The most effective and dominant form of communication is through the internet (55.3%), and then through relatives and friends (37.2%), the other two forms account for only 9.5% According to the surveys above, we can see the number of potential customers of the form of food ordering through the app are students, students and office workers aged 18-35, thereby showing that the traditional methods of advertising communication through newspapers and television are not really too exposed to young people today, from there, businesses can choose and continue to expand the appropriate and effective communication method to achieve the best results

Chart 2.19: The bar chart shows whether users find ordering apps useful

About 80.4% of people find using the app very useful for them This shows that the user who orders always wants what can be best Therefore, the company needs

to focus and promote useful things that consumers appreciate, develop more to serve the needs of users

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Chart 2.20: The bar chart shows users whether the applications provide food

convenient, fast and quality assurance

Currently, the service is evaluated by customers quite well, businesses always focus on the quality of their service to customers and put it first Besides, there are also 7.1% of customers who are not really satisfied and this is a pretty big number, indicating that there are still some issues that businesses have to do better and are becoming more friendly and close to customers

CHAPTER 3: RECOMMENDATION AND CONCLUSION

After conducting in-depth research, we have reached the conclusion that online food ordering applications such as Gojek, Baemin, Grab, etc., are rising in popularity amongst the younger generations in recent years This is because ordering food online basically eliminates the inconvenience of going directly to the seller, and provides the comfort of texting instead of calling

Using incentives to entice the customers is one of many methods to increase online orders, the conduction of a survey on why the general public adores this system so much provides responses that the majority of those surveyed find the idea of receiving coupons and offers to cut down on the price of either the product itself or the delivery process satisfies the customers’ desire to save money

It is highly recommended to improve on the stimulant system through the action of giving out vouchers, as it is crucial to boosting the number of customers’ requests This moment is key to a drastic rise in performance of online food purchasing It could prove to be extremely beneficial to this newly birthed market