Working Title: Assessment of The Impact of Food Delivery Application On Consumer Buying Behavior of Selected Residents in Santa Maria, Bulacan
Working Title: Assessment of The Impact of Food Delivery Application On Consumer Buying Behavior of Selected Residents in Santa Maria, Bulacan
Presented to
In Partial Fulfilment
Forschung
By
Buenaventura, Joebert G.
Buenaventura, Ricalyn R.
BSTM-HRRO 4-3
CHAPTER I
INTRODUCTION
technology grow, it helps the people’s life to become easy in order to have a food. According to
Martinez-Ruiz and Gomez-Canto’s (2016), using internet to find information for food service
has now become a common practice of people nowadays. The used of smart device, the customer
can navigate, view and order to the restaurants and it helped the restaurant to take the orders of
the customers immediately (Varsha Chavan, et al, (2015). Furthermore, this system was analyzed
that it is effective and easy to use, and it is expected that it helps to improve all the
In recent year food delivery application has become an important asset of people.
Technology has a significant impact on the food delivery industry, and it has happened to change
consumer buying behavior by motivating them to do everything online, including having cooked
meals and delivered to their door. Consumers value convenience beyond everything else and
placing an order on any mobile device is as simple as a few clicks. The popularity of online food
ordering and delivery services is steadily increasing, and consumer’s expectations are rising as
well. Customers prefer online food ordering and delivery service websites for several reasons,
including technological dependence, convenience, and the time it takes for food to be delivered.
According to Hong Lan, et al, (2016), Online food delivery market is immature yet; there
are some obvious problems that can be seen from consumers’ negative comments. Consumer
perception research is a critical component of both personal and professional growth. It aids in
understanding the requirements, tastes, and preferences of consumers. It assists the company in
giving a certain brand an identity and value by making the brand more appealing. The best way
covers all those customers know, feel, and experience about the company (Goyal & Singh,
2007).
There are some related focusing in function of food delivery application. As a result,
there is a gap and need to evaluate the factors that influence consumers' buying behavior when
they use food delivery apps. It is essential to analyze such factors to forecast and address
consumer buying behavior in the food industry. The purpose of this study is to examine the
consumer buying behavior effects through food delivery application and about the services that
customers receive from the application. It also helps service providers understand the behavior
In 2017, Kandasivam stated that technology has changed the world into a modern concept
by changing human behavior into a modern way that causes people to be effortless from waking
up in the early morning until getting to work and providing food. In additional, economic
development and women’s economic activity are increasing the demand for quick and
convenient delivery food and the frequency of having a meal out. (Kim et al., 2011). In addition,
He et al., (2018) demonstrated that satisfaction is related to food quality and service efficiency,
which has a significant impact on the adoption of Online Food Delivery Services.
Technology has had an unnoticed influence on the restaurant business, altering its whole
framework. People all around the world are experiencing a new level of comfort as a
consequence of these technologically advanced online food delivery services (Mitali Gupta,
2019). The advantages of delivery application include the ability to receive information about
deliverable food in the desired location, as well as the convenience of ordering and paying for
food once the application is installed on a mobile device (Ko, 2016). Delivery Application have
the advantage of ensuring information whenever and wherever the user is, as long as the internet
According to Vitali in 2019, Food Delivery Application have been attracting Filipinos in
the National Capital Region and other parts of the Philippines. It gives customer the ability to
buy food whenever and wherever they want. In addition, the online food delivery market seems
to have huge growth potential. As restaurants expand online, an increasing number of food
delivery services, specifically food delivery application, are arising. Vitali (2019). Apart from
ordering through several fast-food restaurant hotlines in the Philippines. You can even order
cuisine from the comfort of your own home. You can use well-known independent delivery
services to satisfy your hunger and food demands without having to leave your house. In
addition, the popular food delivery application in the Philippines are GrabFood, FoodPanda and
LalaFood MattsCradle (2020). On the other hand, according to Euromonitor 2020, Filipinos
continue to purchase goods and commodities via wet markets and sari-sari stores since they sell
goods and commodities in retail, which is preferred by Filipino households with a limited
budget. Filipinos prefer to buy in-store because they can see the item before purchasing it, and
Online Food Delivery Services have been available for some time. Several chain
restaurants established websites where customers could purchase take-out, but these services
were only available within the brand’s own locations. Individual eateries followed suit,
launching their own delivery websites. In the early twenty-first century, even food businesses
society. Through peer communication, social media provides a new avenue for acquiring product
knowledge (Kozinets, 1999). Furthermore, Consumers will tend to consider the costs of ordering
food through food delivery application instead of ordering food through restaurants. According
to previous research, cost has a significant impact on consumer behavior in terms of continued
This study aims to achieve the impacts of food delivery application on consumer buying
behavior if the use of the application has a significant role in the consumers and also to know the
perception of the consumer in choosing a food service delivery. This study also aims to
contribute to the community of Santa Maria, Bulacan, as a guide for buying food online and how
Theoretical Framework
This study aims to supplement existing research on customer behavior in the context of
food delivery application intentions. The study is significant from the perspective of the
hospitality industry, given its online setting, because experts have argued that it is vital to
understand many elements of customer involvement during the online purchase of hospitality
services and goods (Morosan and Bowen, 2018). In a study done by Elvandari et al. (2018), this
was founded that order conformity, delivery quality, meal quality, and pricing are the most
important factors influencing the propensity to use online food delivery services.
There are numerous aspects to consider when making a decision to the attributes of a
food delivery application, given the large number of mobile application attributes that may
influence a consumer's buying behaviors (Kapoor & Vij, 2018). To better understand consumer
behavior toward various food delivery platforms, the theory of Model of Buyer Behavior was
adapted from Kotler and Keller's model. Consumer behavior is the study of how individual
people, groups, and organizations choose, purchase, use, and dispose of goods, services, ideas, or
experiences to meet their needs and desires (Kotler & Keller, 2016). In additional, Sethu and
Saini (2016), found out that the online food ordering application were analyzed that the majority
of the consumers were aware about purchasing on the internet and found that it is very
Conceptual Framework
The conceptual framework is divided into three categories: input, process, and output.
The first box signifies the inputs which are problem that needed to be answered and be proved.
The second box is the process; it includes the collection, presentation, analysis and interpretation
of data from respondents. It illustrates the method and process for the researchers to produce the
output. The third box is for the output and findings of the study.
Data Organization
and Presentation
Statistical Analysis
and Interpretation
Figure 1: The Conceptual Framework of the Study.
Statement of the Problem
The main focus of this study is to assess the impact of the Food Delivery Application on
Consumer Buying Behavior of selected Barangays in Sta. Maria, Bulacan including Caypombo,
1. How may the impact of food delivery application on consumer buying behavior be
1.4 Pricing?
2. What is the level of consumer buying behavior towards food delivery application?
The researchers want to give information about the impacts of food delivery application
on consumer buying behavior of residents in Santa Maria Bulacan. This study is deemed
delivery application. This study will open the mind of the public to how food delivery
Business Owners. This study will benefit business owners by determining what
consumers’ perceptions about Food Delivery Application if it is effective or not. It may also
improve the service quality of delivery application for relevant businesses and to understand
what aspects they need to focus on for fulfilling the consumer demands.
Food Delivery Riders. This research will help the Food Delivery Riders to know some
of the issues that the consumers encounter. Also, this study will help them to understand the
Researchers. Through this study, it may provide information for their studies, and the
knowledge of the researchers will improve based on the research. The researchers will encourage
understanding of how food delivery application affect consumer buying behavior. The
Future Researchers. The result of this research will benefit future researchers from this
to use it as their basis. Future researchers may continue the study if they want to, and all they
have to do is improve the current research. Also, the research presented can use as reference data
The research study is based on the assumption that respondents will be honest to answer
the questionnaires, which the result is valid and reliable data once collected by the researchers.
Furthermore, the use of food delivery application will affect consumer purchasing behavior,
This study focuses on the behavior of consumer in buying through Food Service Delivery
Application. The researchers will survey and limit itsit’s the study to 210 respondents toof the
residents of the selected Barangays in Sta. Maria, Bulacan namelyPatagnamely Patag, Tumana,
and Caypombo.
Definition of Terms
The following terms used are defined based on how they are used in the study.
Consumer - A person who purchases goods or services solely for personal use.
Consumer Buying Behavior - Refers to the actions performed by customers before purchasing
a product or service.
Delivery Quality – The standard of taking the order to the persons place.
Food Delivery Rider - A rider is someone who collects meals from various restaurants and fast-
food establishments and delivers them to the customers who purchased them.
industry.
Chapter II
This chapter presents research literature and studies that are relevant to the current
research. In order to gain insight into how to progress with this research work, journals, master's
Local Literature
The control and perceived ease of online food ordering services were important to both
consumers and non-consumers in their study. Non-users require more engagement, and there is a
high level of technical concern about using the services Sheryl E. and Kims (2011).
Foreign Literature
consumer behavior (Oliver, 1980). Research on technology acceptance has discovered that this
mediating role of attitude is inconsistent (Davis et al., 1989). The theory of planned behavior
(TPB) (Ajzen, 1991) has established the mediating role of attitudes between beliefs and
behavioral intentions. Consumers may obtain perceived value from physical or social
According to Hossain (2000), in order to serve customers well, food delivery systems
must evolve in response to changes in consumer attitudes, technology, and demographics in our
society. Delivery apps are allowed users can easily find restaurants near them by using their
smart phone current location (Chatterjee, 2001). In online retail sales, face-to-face interaction is
being replaced by interaction through cell phone apps and internet-based communication tools
such as e-mail,
chat and SMS or the websites of companies, where customers can search, retrieve and place
The Behavioral Scoring Model states that organizations examine consumer feedback
surveys, study their purchasing behavior and trends, and forecast future purchase behaviors of
customers. This research approach consists of a few components that assist the organization in
achieving positive findings (Boyer and Hult, 2005). The rise in online food ordering is due to
convenience and control. Almost half of the population has placed an online food order. Personal
engagement with restaurant personnel, satisfaction level of customers after ordering food online,
and changing behavior of consumers towards food mobile ordering Applications all indicate
Customers' perceptions of food and services are important for the food and service
industry because it allows them to identify and satisfy customers' expectations and desires. The
customer's perception was examined in this study based on a number of factors. (Donkoh and
Quainoo, 2012).
Recent research, however, suggests that attitude is an important factor in predicting consumers'
behavioral responses to other technology-enabled services, such as mobile apps (Arpaci, 2016).
Local Study
personal and social actions were positively connected to consumer satisfaction. Consumer
and readiness to pay for the service (Homburg, Koschate, & Hoyer, 2005; Szymanski & Henard,
2001).
Foreign Study
At the time of sale, customers rely on accurate and understandable product information.
Customers with food allergies, for example, need to know about the components of foods, and
consumers purchasing a memory card for a digital camera need to know if the two items are
compatible. According to consumer studies for in-store purchasing situations (Tellis & Gaeth,
1990), product information has a substantial impact on buying behavior. Food retailers need to
know what motivates customers to order food through Food Delivery Apps, including purchase
The online customer is typically more forceful, demanding, and utilitarian in their
purchasing excursions, which is a significant distinction between online and offline consumer
behavior. As a result, total client loyalty on the Internet is poor (Morrisette et al. 1999).
Furthermore, the power of a consumer’s desire to conduct a purchasing behavior via the internet
(Salisbury et al., 2001). Customer’s expectations continue to follow current trends, hence it is
recommended that the organization grow and continue to build the customers’ expectations (Van
& Berner, 2003). To attain maximum client pleasure, service providers must concentrate on
service quality, with the ultimate goal of food delivery services being maximum customer
Synthesis
customer choice of food delivery service platform. According to the studies, various elements
influence client preference. The online food delivery market in the Philippines is estimated to be
valued over PhP11 billion, with eight million Filipinos using the service at least once in 2018.
(Go, 2018) The restaurant-to-consumer and platform-to-consumer segments of the online meal
delivery market are separated. Customers can use the online meal delivery platform on a variety
of devices, including PC and mobile phones. Grabfood is one of the most popular in the
Philippines. Honestbee, Lalafood, and Delivery Guy are three of the most popular online food
delivery services.
The attributes of a customer have an impact on how they perceive and react to a service.
Customer traits such as cultural, societal, and personal factors, according to Mahmood and Khan
(2014), play a significant impact in influencing consumer purchasing behavior. When a customer
detects an issue or a requirement for food delivery, the purchasing procedure begins. When an
issue is identified, a customer begins to hunt for information about the services that are available.
The customer then decides on a different option. Following the review, a purchasing
decision is made regarding the service platform to be used. After experiencing the service, the
customer re-evaluates it in terms of satisfaction the buying decision of the consumer is also
important. The movement is being driven by millennials, who have made ordering food online a
way of life. They value convenience above everything else and dine out more than any other
generation. With their hectic lifestyles. Millennials prefer to eat at fast service restaurants and
In the Philippines, the majority of meal delivery consumers are men between the ages of
25 and 34 who have a high income (Statista, 2018). The middle class accounts for 45.8% of the
population. The total strength of the lower middle class, middle class, and upper class is 45.8%.
These are the people who make between PHP15,780 and PHP118,350 each month (Albert et al.,
2015).
Chapter III
This chapter aims to discuss the Research Design, Research Locale, Sample and
Sampling Techniques, The Subject, Research Instrument, Validation of the Instrument, Data
Research Design
The researchers used the quantitative method to gathered data from the respondents. This
used descriptive method to assess the impact of the food delivery application on consumer
buying behavior of selected residents in Santa Maria, Bulacan. The researchers provide survey
questionnaire that will be gathered through online survey via google form. The questionnaire will
be sent through the use of social media site to gathered data from the respondents to find the
This study includes the citizens of selected barangay in Santa Maria, Bulacan, who have
The number of respondents for each baranggaybarangay is 70 for a total of 210. As the
study used the stratified sampling technique to represent each of the barangays. The selected
1. The respondent who experience ordering food through food delivery application.
3. The respondent must be respondent of barangay Patag, Tumana, and Caypompo Santa Maria,
Bulacan.
The Subject
The study utilized a sampling method for data collection. Through online questionnaires
via Google Form were distributed to the residents of selected barangay in Santa Maria, Bulacan.
According to Riva et. al. (2003), web-based data collection does not statistically diminish the
validity of the test and the consistency of responses. For the online questionnaire, the survey
contents were composed by the researchers, and it was possible for participants to participate in
the survey by clicking the link of Google Form distributed through e-mail or smartphones.
Research Instrument
researchers used an online survey via Google Form to be the primary source of the data for this
study. The questionnaire consist of fourthird parts. The first part is the impact of food delivery
quality, meal quality, and pricing. The second part is the level of consumer buying behavior
towards food delivery application. The last part is the implications that may be drawn based on the
The instrument is made through self-made semi-structured. The instrument was approved
by the research professor and research advisor. With the approval of the validators the
researchers will sent the questionnaire through the use of social media.
Data Gathering Procedure
In able to arrive with the conclusions and recommendations, the researchers gather the
data from the selected residents of Santa Maria Bulacan. The data gathered through the use of
survey questionnaire method. The survey questionnaire is signed by the research professor and
research advisor. The researchers distributed the questionnaire through the use of google form.
The researchers used descriptive statistics for the treatment. The treatment will be used in
1. Online survey questionnaire through Google form will be the tool to collect data.
3. For the number of the respondents and demographic profile, frequency counts and
4. To assess the impact of the Food Delivery Apps on Consumer Buying Behavior of
selected Barangays in Sta. Maria, Bulacan, weighted mean will be utilized as interpreted
below:
This chapter present the presentation, analysis and the interpretation of data.
Table 1.1 shows the number of respondents in order conformity that describes how the
Analysis of the data presented in table 1.1 revealed in the order conformity that the
consumers preferred sometimes to read online reviews before ordering in food delivery
application (Indicator 1, M=3.10) the consumers feeling satisfied with the quality and overall
service of food delivery app (Indicator 3-4, M=3.06) and motivated to buy food because of the
features online (Indicator 2, M=2.92). The result shows that the weighted mean got descriptive
interpretation of sometimes. The result is supported by the study of Oliver (1980) that consumers
make a repurchase decision after an evaluation process in the field of consumer behavior.
Table 1.2
Delivery Quality
Table 1.2 shows the assessment of the impact of food delivery applications on consumer
with the ultimate goal of food delivery services being maximum customer satisfaction rather than
profit (Nicolaides, 2008). Analysis of Table 1.2 revealed that sometimes most respondents are
satisfied with the delivery quality. Sometimes the food from a food delivery service is always hot
when it arrives at the house (Indicator 1, M=3.11), some of the respondents received the food in
good condition (Indicators 2, M=3.23). The majority of the respondents feel that it is worth it to
buy the food delivery, to lessen the time to go outside (Indicator 3, M=3.30). Lastly, sometimes
the respondents received the food on the promised time (Indicator 4, M=3.13. All in all, the total
mean of the factors in terms of delivery quality got 3.19 with an interpretation of sometimes.
Table 1.3
Meal Quality
Table 1.3 shows the number of respondents in meal quality that describe how may the
food is valuable based on the price before ordering in food delivery application (Indicator 1,
M=3.06) the consumers feeling great about the quality of products and it influences the
consumers to order in food deliver application (Indicator 2, M=3.01) sometimes the consumers
cannot easily decide to order food through food delivery application (Indicator 3, M=2.81) lastly,
sometimes the consumers are not satisfied in the quality of food using the delivery application
(Indicator 4, M=2.56) All in all, the total mean of the factors in terms of meal quality got 2.94
with an interpretation of sometimes. This study is supported by He et al., (2018) that satisfaction
is related to food quality and service efficiency, which has a significant impact on the adoption
Table 1.4
Factors 1 2 3 4 Total WM Interpretation
1. I prefer to order online food delivery because of the 2
discounts and promos.
9 46 127
8
210 2.83 Sometimes
2. Ordering food online becomes my daily routine 1 2
because of the given price. 6
66 108
0
210 2.63 Sometimes
4
3. I consider my financial condition during shopping. 2 62 104
2
210 2.89 Sometimes
4. I prefer to pay extra for a food delivery service, 1
rather than eating out.
6 63 126
5
210 2.71 Sometimes
Total mean 2.76 Sometimes
Pricing
Table 1.4 shows the number of people that responded to a survey about the impact of
Analysis of data presented in table 1.4 revealed pricing that sometime consumers
considered the financial condition during shopping (indicator 3, M=2.89). The consumers
preferred to order in online food delivery because of the discounts and promos (indicator 1,
M=2.83) the consumers preferred to pay extra for a food delivery service, rather than eating out
(indicator 4, M=2.71) it becomes the daily routine of the consumer to buy in online food delivery
because of the given price (indicator 2, M=2.63). In terms of pricing, the total mean of the
elements was 2.76 with an interpretation of sometimes. According to Dabholkar (1995), well-
designed online purchasing systems give customers considerable control over the choice and
amount of transactions they complete, helping them to limit the amount of personal interaction
they encounter.
Table 2
Table 2 shows the number of respondents in Consumer Buying Behavior that describe
As illustrated in the table, the highest mean score pertains to I am satisfied to be able to
order food at any time in Food Delivery Application (Indicator 5, M=2.79). The consumer used
to buy in food delivery application (Indicator 6, M=2.75) consumer think food advertising does
encourage them to purchase food online (Indicator 9, M=2.75) when the consumer buys through
online they consider other people's opinion (Indicator 8, M=2.73) and consumer purchasing
On the other hand, the consumer feels that it is difficult when deciding to purchase food
products online (Indicator 4, M=2.68). Sometime when the respondents see an interesting offer
on a food application they intend to buy (Indicator 2, M=2.67). Consumers become impulsive
buyers when ordering food online (Indicator 1, M=2.60). Customers were irritated when they
were unable to order food online (Indicator 3, M=2.53). The consumer feels anxious when
ordering in the food delivery application has the lowest mean (Indicator 10, M=2.23) with
descriptive interpretation of seldom. The average mean is 2.64 "Sometimes" in recognizing
consumers understand the value in deciding upon the Food Delivery Applications that they used.
There is a recent research, however, suggests that attitude is an important factor in predicting
(Arpaci, 2016).
A number of implications were drawn from the findings of the study as follows:
Most of the respondents who uses food delivery application belongs to the Millennials
and Gen Z. Millennials prefer to eat at fast service restaurants and have meals delivered
The reviews, features and overall quality of the food delivery application showed it
sometimes considered by the respondents when ordering online. Customer traits such as
cultural, societal, and personal factors, according to Mahmood and Khan (2014), play a
The consumer buying behavior towards using the food delivery application shows that
most of the indicators are sometimes manifested. According to the literature review,
consumer purchasing behavior has an impact on customer choice of food delivery service
platform. According to the studies, various elements influence client preference. The
online food delivery market in the Philippines is estimated to be valued over PhP11
billion, with eight million Filipinos using the service at least once in 2018. (Go, 2018)
Chapter V
The researcher's summary of findings, conclusions made from the findings, and
recommendation are presented in this chapter. In the end, the study sought to discover how
consumer behavior influences the platform of choice for Food delivery services.
The study's findings were summarized in this chapter, which also included prudent,
actionable solutions for the difficulties raised, in the hopes that they would be useful and
The aim of the study was to assess the impact of the Food Delivery Applications on
Consumer Buying Behavior of selected Barangays in Sta. Maria, Bulacan including Caypombo,
Tumana and Patag. The respondents of the study were selected resident in the barangay of Santa
Maria Bulacan.
Summary of Findings
Problem 1: How may the impact of food delivery applications on consumer buying
Based on the data gathered, the data revealed that reading the online reviews before
ordering in the food delivery applications had the highest mean of 3.10 with a descriptive
interpretation of sometimes. The lower mean results 2.92, with a descriptive interpretation of
sometimes, is the respondents motivated to buy food because of the features online. The data
shows that the impact of food delivery applications on consumer buying behavior assessed in
terms of order conformity has a total mean of 3.04 with an interpretation of sometimes. The
result reveals that the respondents are sometimes satisfied with the quality and overall service of
Based on the data gathered, the data revealed that it is worth it to buy the food delivery,
to lessen the time to go outside had the highest mean of 3.30 with a descriptive interpretation of
sometimes. The lowest mean results are 3.11 with a descriptive interpretation of sometimes that
the food from a food delivery service is always hot when it arrives. The data shows that the
impact of food delivery applications on consumer buying behavior assessed in terms of delivery
quality has a total mean of 3.19 with an interpretation of sometimes the result assessed that
delivery quality has a good impact on the consumer buying behavior in the food delivery
applications.
In terms of meal quality, the data revealed that the average weighted mean is 2.94, with a
descriptive meaning of sometimes. According to the highest mean findings of 3.06 with a
descriptive interpretation of sometimes, respondents order through the food delivery app when
the meal is valuable based on the pricing. The lower mean findings were 2.56 with a descriptive
interpretation of sometimes, indicating that respondents are sometimes unsatisfied with the
quality of food delivered through the delivery application. It appears that the majority of
respondents are reconsidering ordering food through food delivery apps due to meal quality.
1.4. Pricing
In terms of Pricing, the data gathered that has the highest mean of 2.89 is equivalent to
Sometimes. The lowest mean is 2.63 with a deceptive interpretation of sometimes. This indicates
that the consumer purchasing a food product with a lower price and what are the respondents can
afford.
Problem 2: What is the level of consumer buying behavior towards food delivery
application?
As for consumer buying behavior, the data show that most of the respondents are
satisfied to order food at any time in Food Delivery Application, it has the highest mean result of
2.79 equivalent to "Sometimes". Some of the respondents was feel anxious when ordering in
Food Delivery Application with the lowest total mean of 2.23 equivalent to "Seldom". The total
"Sometimes" that indicates majority of respondents are intended to buy in Online Delivery
Application.
Problem 3: What implications may be drawn based on the findings of the study?
Most of the respondents who uses food delivery application belongs to the Millennials
and Gen Z. Millennials prefer to eat at fast service restaurants and have meals delivered
The reviews, features and overall quality of the food delivery application showed it
sometimes considered by the respondents when ordering online. Customer traits such as
cultural, societal, and personal factors, according to Mahmood and Khan (2014), play a
The consumer buying behavior towards using the food delivery application shows that
most of the indicators are sometimes manifested. According to the literature review,
consumer purchasing behavior has an impact on customer choice of food delivery service
platform. According to the studies, various elements influence client preference. The
online food delivery market in the Philippines is estimated to be valued over PhP11
billion, with eight million Filipinos using the service at least once in 2018. (Go, 2018)
Fazit
Based on the findings of the study, the following conclusions were drawn:
1. Based on the result of the study, the respondents are considering the reviews of the
other consumers in terms of order conformity, meal quality, delivery quality and pricing of the
2. This study concludes that the consumer buying behavior showed that sometimes it has
an influence in ordering using the food delivery application and they seldom feel anxiousness
3. Implication drawn from the findings of the study that considering the food delivery
application features and the consumer buying behavior are sometimes manifested.
Recommendation
Based on the findings and conclusions of the study, the following recommendations are
hereby submitted:
1. The majority of respondents, aged 17 to 22, who have that used athe food delivery
application, stated that pricing and meal quality influence their buying behavior through the food
delivery application. Nonetheless, many are pleased with the delivery quality. Another
recommendation is to invest more in online marketing to boost brand awareness, as the majority
2. Develop a more attractive features to the users that are easily to be navigated by all
ages.
3. It is recommended that the present study be reviewed, criticized, and even replicated
4. Future researchers may broaden the coverage of their research by expanding the scope
Alalwan, Dwivedi, and Rana (2017). Mobile food ordering apps: An empirical study of the
factors affecting customer e-satisfaction and continued intention to reuse from
https://www.sciencedirect.com
Ajzen (1991). The theory of planned behavior from https://www.sciencedirect.com
Albert et al., (2015). Poverty, the Middle Class, and Income Distribution amid COVID-19 from
https://think-asia.org/handle/
Arpaci (2016). Why do people purchase from food delivery apps? A consumer value perspective
from https://www.sciencedirect.com
Boyer and Hult (2005). Customer Behavior in an Online Ordering Application: A Decision
Scoring Model from https://onlinelibrary.wiley.com
Cai and Jun (2003). Factors affecting online food delivery service in Bangladesh: an empirical
study from https://www.emerald.com
Chatterjee (2001). The Effect of Mobile Food Delivery Application Usage Factors on Customer
Satisfaction and Intention to Reuse from https://www.koreascience.or.kr/article
Davis et al., (1989). Investigating the role of attitude in technology acceptance from an attitude
strength perspective from https://www.sciencedirect.com
Dodds et al., (1991). The value proposition of food delivery apps from the perspective of theory
of consumption value from https://www.emerald.com
Elvandari et al. (2018). Resilience Innovations and the Use of Food Order & Delivery Platforms
by the Romanian Restaurants during the COVID-19 Pandemic from https://www.mdpi.com
Euromonitor (2020). Strategies and Challenges of Small-Scale Online Food Businesses in the
Philippines: An In-Depth Study of Selected Initiatives within the Context of COVID-19 Crisis
fromhttps://www.proquest.com
Go (2018). Challenges and Opportunities in Philippine Tourism amid the COVID-19 Pandemic
from https://rmrj.usjr.edu.ph
Goyal & Singh (2007). Food Delivery Services and Customer Preference: A Comparative
Analysis from https://www.tandfonline.com
He et al., (2018). What factors determining customer continuingly using food delivery apps
during 2019 novel coronavirus pandemic period from https://www.sciencedirect.com
Homburg, Koschate, & Hoyer, (2005); Szymanski & Henard, (2001). Do Satisfied Customers
Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness
to Pay from https://journals.sagepub.com
Hossain (2000). Consumer perception towards 'online food ordering and delivery services: An
empirical study from https://ageconsearch.umn.edu
Kapoor & Vij (2018). How the consumer’s attitude and behavioral intentions are influenced: A
case of online food delivery applications in India from https://www.emerald.com
Kim et al., (2011). The Effect of Mobile Food Delivery Application Usage Factors on Customer
Satisfaction and Intention to re-use from https://www.koreascience.or.kr/article
Ko (2016). Using Mobile Food Delivery Applications during the COVID-19 Pandemic:
Applying the Theory of Planned Behavior to Examine Continuance Behavior from
https://www.mdpi.com
Kotler & Keller (2016). Factor Affecting Consumer Buying Behavior: A Conceptual Study from
https://www.researchgate.net
Mahmood and Khan (2014). An examination of the factors affecting consumer’s purchase
decision in the Malaysian retail market from https://www.emerald.com
Martinez-Ruiz and Gomez-Canto (2016). Food Values, Benefits and Their Influence on
Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants from
https://www.mdpi.com
Mitali Gupta, (2019). Resurgence of small eateries– The successful business model of online
Food Apps in major cities of Kerala from https://mpra.ub.uni-muenchen.de
Morosan and Bowen (2018). Understanding a shifting methodology: A content analysis of the
use of netnography in hospitality and tourism research from https://www.emerald.com
Nicolaides (2008). Measuring Service Quality of Food Delivery Services: A study of Generation
Z from https://www.ajhtl.com
Oyedele (2018). Predicting the Rate of Adoption of Online Food Ordering Systems by Grenadian
Millennials: A Study of Three Grenadian Restaurants from https://www.jecsonline.com
Pozzi 2012; Relihan (2017). The Impact of Online Food Delivery Services on Restaurant Sales
from https://web.stanford.edu/~leinav/teaching/Collison.pdf
Pozzi 2012; Relihan (2017). The Impact of Online Food Delivery Services on Restaurant Sales
from https://web.stanford.edu/~leinav/teaching/Collison.pdf
Salisbury et al., (2001). Online Purchase Intention: Effects of Trust and Security Perception from
https://d1wqtxts1xzle7.cloudfront.net
Sethu and Saini (2016). Consumer Behavior regarding Food Ordering Applications in and
around Chandigarh from https://www.gjimt.ac.in/wp-content/uploads/2021/02/Dr.-Neeraj-
Sharma.pdf
Sheryl E. and Kims (2011). The Ubiquitous Role of Smartphones in Mobile Health from
https://www.researchgate.net/publication
Sheth et al., (1991). Consumer attitudes and buying behavior for green food products: From the
aspect of green perceived value (GPV) from https://www.emerald.com
Statista (2018). Food delivery apps (FDAs) in Asia: an exploratory study across India and the
Philippines from https://www.emerald.com
Tellis & Gaeth (1990). In-store consumer behavior: How mobile recommendation agents
influence usage intentions, product purchases, and store preferences from
https://www.sciencedirect.com
Van & Berner (2003). The postmodern consumer: implications of changing customer
expectations for organization development in service organizations from https://journals.co.za
Varsha Chavan, et al, (2015). Consumer perception towards 'online food ordering and delivery
services: An empirical study from file:///C:/Users/VISITORS/Downloads/5y1.or
Vitali (2019). Factors influencing consumer purchase behavior on food delivery apps from
https://myjms.mohe.gov.my/index.php
Appendices
Appendix A: Letter of Approval
IMMACULATE CONCEPTION INTERNATIONAL
College of Arts and Technology
We, the students of Tourism Management of 4th year, would like to pursue a study entitled, the
Assessment of the Impact of Food Delivery Apps on Consumer Buying Behavior of Selected
Residents in Santa Maria, Bulacan in fulfillment to the requirements in our subject, Research
in Tourism.
This study will further our knowledge on the actual effect in our society the ongoing crisis to our
industry.
We sincerely hope for your outmost consideration regarding this humble request, the approval of
our title research.
Sincerely yours,
4 3 2 1
Order Conformity
1. I read the online reviews before ordering in food delivery app.
2. I am motivated to buy food because of the features online.
3. I feel satisfied with the overall service of food delivery apps and it encouraged me to
order foods.
4. I am satisfied to the quality of food upon delivery.
Delivery Quality
5. Food from a food delivery service is always hot when it arrives of my house.
6. I always received the food in good condition.
7. It is worth it to buy to the food delivery, to lessen the time to go outside.
8. I always received the food on the promise time.
Meal Quality
9. When I order through the food delivery app, the food is valuable based on the price.
10. I feel great to the quality of products and it influence me to order.
11. I am not satisfied in the quality of food using delivery app.
12. I cannot easily decide ordering food through the food delivery app.
Pricing
13. I prefer to order online food delivery because of the discounts and promos.
14. Ordering food online becomes my daily routine because of the given price.
15. I consider my financial condition during shopping.
16. I prefer to pay extra for a food delivery service, rather than eating out.
Sincerely yours,
EDUCATIONAL ATTAINMENT
Tertiary - Immaculate Conception I-College of Arts and Technology
Santa Maria, Bulacan
2018 – Present
Secondary - Immaculate Conception Polytechnic
Marian Road, Santa Maria, Bulacan
2016 – 2018
Primary - Miguel M. Cruz Memorial School
Bulac, Santa Maria, Bulacan
2005 – 2012
PERSONAL INFORMATION
Age : 21
Date of Birth : February 1, 2000
Height : 5’5”
Religion : Roman Catholic
Civil Status : Single
CHARACTER REFERENCES
Ronald John A. Cristobal Immaculate Conception I-College of Arts and Technology
College Instructor - ICI College Santa Maria
0921-366-8841
I hereby certify that the above information is true and correct to the best of my
knowledge.
____________ _________________
BUENAVENTURA JOEBERT G.
EDUCATIONAL ATTAINMENT
Tertiary - Immaculate Conception I-College of Arts and Technology
Santa Maria, Bulacan
2018 – Present
Secondary - St Joseph College of Bulacan
San Jose Patag, Santa Maria, Bulaan
2012 – 2018
Primary - Miguel M. Cruz Memorial School
Bulac, Santa Maria, Bulacan
2005 – 2012
PERSONAL INFORMATION
Age : 21
Date of Birth : September 30, 2000
Height : 5’1”
Religion : Roman Catholic
Civil Status : Single
CHARACTER REFERENCES
Ronald John A. Cristobal Immaculate Conception I-College of Arts and Technology
College Instructor - ICI College Santa Maria
0921-366-8841
I hereby certify that the above information is true and correct to the best of my
knowledge.
_____________________________
BUENAVENTURA, RICALYN R.
PERSONAL INFORMATION
Age : 22
Date of Birth : June 23, 1999
Height : 5’4’’
Religion : Roman Catholic
Civil Status : Single
CHARACTER REFERENCES
Ronald John A. Cristobal Immaculate Conception I-College of Arts and Technology
College Instructor - ICI College Santa Maria
0921-366-8841
Kristine Mae P. Policarpio Immaculate Conception I-College of Arts and Technology
Tesda coordinator of ICInstitutions
0995-920-8310
I hereby certify that the above information is true and correct to the best of my
knowledge.
_____________________________
DIAZ, RENAN T.
EDUCATIONAL ATTAINMENT
PERSONAL INFORMATION
Age : 21
Date of Birth : June 22, 2000
Height : 5’4”
Religion : Roman Catholic
Civil Status : Single
CHARACTER REFERENCES
Ronald John A. Cristobal Immaculate Conception I-College of Arts and Technology
College Instructor - ICI College Santa Maria
0921-366-8841
Kristine Mae P. Policarpio Immaculate Conception I-College of Arts and Technology
Tesda coordinator of ICInstitutions
0995-920-8310
I hereby certify that the above information is true and correct to the best of my
knowledge.
_____________________________
HALASAN ERIKA MAE
EDUCATIONAL ATTAINMENT
PERSONAL INFORMATION
Age : 22
Date of Birth : December 14, 1999
Height : 5’2'
Religion : Roman Catholic
Civil Status : Single
CHARACTER REFERENCES
Ronald John A. Cristobal Immaculate Conception I-College of Arts and Technology
0921-366-8841
Kristine Mae P. Policarpio Immaculate Conception I-College of Arts and Technology
Tesda coordinator of ICInstitutions
0995-920-8310
I hereby certify that the above information is true and correct to the best of my
knowledge.
_____________________________
LIGAN, ROSE ANN D.
EDUCATIONAL ATTAINMENT
Age : 21
Date of Birth : April 7, 2000
Height : 5’5”
Religion : Born Again Christian
Civil Status : Single
CHARACTER REFERENCES
Ronald John A. Cristobal Immaculate Conception I-College of Arts and Technology
College Instructor - ICI College Santa Maria
0921-366-8841
Kristine Mae P. Policarpio Immaculate Conception I-College of Arts and Technology
Tesda coordinator of ICInstitutions
0995-920-8310
I hereby certify that the above information is true and correct to the best of my
knowledge.
_____________________________
MARANAN, CLEO ANNE T.