VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1053
Title: | Customer's perception and brand switching behavior toward online food delivery services in Vietnam | Authors: | Bui Huu Chi | Keywords: | Customers's perception;Brand switching behavior;Food delivery services | Issue Date: | 2020 | Abstract: | One food trend that has been emerging among Vietnamese nowadays is ordering food home through online service. In Vietnam, the online food delivery service industry is currently growing strong. It is expected to top $38 million in 2020, with an annual growth rate of the market at 11%. This new online method of food delivery method has started to replace the traditional food delivery method due to numerous factors. As a result, this study seeks to discuss the customers’ perception of online food delivery service in Vietnam. This study also aims to understand the customers’ brand switching behavior between the five online food delivery companies Grabfood,Now, Gofood, Baemin, and Loship. These will be achieved by using the Markov chain method. An online survey was conducted to analyze data from 244 respondents. The result shows that the most crucial factors influencing the use of online food delivery service are convenience (87.01%), followed by price value (70.13%) and travel time saving (65.3%). On the other hand, the majority of non-user prefer homemade meals (76.92%). High shipping cost is the next reason that hinders Vietnamese to order food online. Now (35.06%) is the most used online food delivery service company in Vietnam right now, followed closely by Grabfood (33.77%) and Baemin (25.97%). However, in the long run, Baemin will have the most significant market share among the companies, with 67.7% of Vietnamese using it, followed by 20.9% to Grabfood and 8.9% to Now |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1053 |
Appears in Collections: | Finance & Accounting (FA) |
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Customers’ perception and brand switching behavior toward online food delivery services in Vietnam.pdf | 1.04 MB | Adobe PDF |
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