ONLINE FOOD PURCHASE BEHAVIOR OF DHAKA CITY DWELLERS

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2023-01-01 DOI:10.58964/jbaart01

Kaniz Fatima

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引用次数: 0

Abstract

Online food shopping has grown in popularity over the past few years. Purchasing ready-to-eat food via an online platform provides consumers with an alternative to taking the hassle of cooking or going out, commuting, facing traffic, and reaching out to a restaurant for food, especially when they are very busy. Thus, online food purchase saves time and energy. The purpose of this study is to analyze the demographic factors that play role in shaping the online food purchase behavior of consumers. Data were collected through an online and offline survey. Descriptive analysis, independent samples t-test, oneway ANOVA, Pearson product-moment correlation, multiple regression, Chisquare test of independence, and modal analysis are performed to explore the influence of demographic factors on expenditure, purchase frequency, and food type preference of the buyers. Findings suggest that consumers spend equally irrespective of their gender and profession. However, postgraduates spend the most buying food online. Moreover, the propensity to spend on online food increases with age and income. Males order online food at the same pace as females. The study discovers that youngsters, adolescents, private job holders, and consumers willing to spend more to buy online food, make purchases almost every week. Another interesting observation is that the respondents of all demographic profiles have a penchant for fast food. Nonetheless, more orders for fast food come from males, students, early adults (30-45 years), and high income groups than the other demographic segment. Food sector businesses must comprehend the demographic and behavioral factors that influence users’ tendency to buy food online. The results of this research can help them better understand consumers’ ready-to-eat food shopping behavior, maintain the loyalty of their customers, and outline unique business strategies consistent with consumer behavior and preferences and hence gain a competitive edge over other rivals.

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达卡城市居民的网上食品购买行为

在过去的几年里，网上食品购物越来越受欢迎。通过在线平台购买即食食品为消费者提供了另一种选择，免去了做饭或外出、上下班、面对交通、去餐馆吃饭的麻烦，尤其是在他们非常忙的时候。因此，网上购买食品节省了时间和精力。本研究的目的是分析影响消费者网上食品购买行为的人口因素。数据是通过在线和离线调查收集的。通过描述性分析、独立样本t检验、单因素方差分析、Pearson乘积矩相关、多元回归、Chisquare独立性检验和模态分析，探讨人口因素对购买者支出、购买频率和食品类型偏好的影响。调查结果表明，无论性别和职业，消费者的支出都是平等的。然而，研究生在网上购买食品的花费最多。此外，在线食品消费的倾向随着年龄和收入的增加而增加。男性在网上点餐的速度与女性相同。研究发现，年轻人、青少年、私人工作者和愿意花更多钱在线购买食品的消费者几乎每周都会购物。另一个有趣的观察是，所有人口统计资料的受访者都喜欢快餐。然而，与其他人群相比，更多的快餐订单来自男性、学生、早期成年人(30-45岁)和高收入群体。食品行业企业必须了解影响用户在线购买食品倾向的人口统计和行为因素。本研究的结果可以帮助他们更好地了解消费者的即食食品购物行为，维护客户的忠诚度，并制定出符合消费者行为和偏好的独特商业策略，从而获得竞争优势。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.