research on the behavior of using online food and drink ordering service of hanoi students

FOREIGN TRADE UNIVERSITYSCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS ---***---RESEARCH PROPOSAL RESEARCH ON THE BEHAVIOR OF USING ONLINE FOOD AND DRINK ORDERING SERVICE OF HANOI STUDE

FOREIGN TRADE UNIVERSITY

SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS

-*** -RESEARCH PROPOSAL RESEARCH ON THE BEHAVIOR OF USING ONLINE FOOD AND

DRINK ORDERING SERVICE OF HANOI STUDENTS

Student:

Instructor: Dr Pham Thi Cam Anh

Hanoi, 2022

OUTLINE OF THE RESEARCH PROPOSAL

I Abstract

II Background

III Literature Review

IV Research Purpose

1 Research Questions

2 Research Objective

3 Research Hypothesis

V Research Methodology and Method

1 Data collection technique

2 Data collection sources

3 Sampling technique

4 Data analysis technique

5 Ethics in research

6 Validity and Reliability

VI Significant of the Study

VII Contribution of the Study

VIII Scope of the Study

IX Limitations of the Study

X Structure of the Thesis Report

XI Research Project Timeline

XII References

I Abstract

This study aims to evaluate and analyze the behavior of using online food ordering service of Hanoi students Specifically, the study goes into depth to identify the factors affecting the behavior of using online food ordering service of Hanoi students The study used a mixed method through reputable documents and pre-structured questionnaires Data was gathered from 250 customers who are students in different districts in Hanoi and had experience ordering food online The data is processed and analyzed with the help of Stata 16 software

Keyword: online food ordering service, students, Hanoi

II Background

Online meal delivery businesses rely on mobile apps or websites that offer several filters and payment options to meet customer expectations Service benefits include the opportunity to compare menus and pricing amongst restaurants, easy and quick ordering, less fuss, fewer misunderstandings and miscommunications, and little human involvement It has gained popularity in Vietnam thanks to many items, especially among young customers Between the ages of 25 and 34, 37% of service users were present in 2017 (Statista, 2019) Consumers in this age and smaller bracket such as students are frequently more inclined than consumers in other age groups to embrace and utilize technology, but since online meal delivery

is based on information technology, the features of the Vietnamese people are one

of the elements that promote development The operational effectiveness of eateries is increased through online meal delivery This may be seen in the fact that staff members spend less time processing phone orders and more time attending to clients who are dining in person There is also less chance of misinterpretation due

to human mistakes 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 Now, Grab Food, and Go Viet being the strongest businesses in the sector at the moment

Even if the market has high growth prospects, independent service providers are still facing many difficulties stemming from various types of risks, among them are problems related to high costs to build a delivery team and requiring sufficient population density to be profitable At the same time, more and more consumers are choosing to use the services of independent providers rather than restaurants, as this model offers some superior conveniences like comparing menus and prices of many different restaurants and also partly facilitated this business model to development

The internet's and technology's rapid development has had a significant influence on and affected consumers, especially students' behavior When consumers wanted to purchase a certain product in the past, they had to travel straight to the shop or supermarket; today, all they need to do is sit down and

utilize a computer, a phone, or another device E-commerce websites allow customers to purchase goods using any other device that can access the internet Consumer behavior is being impacted by the connected and busy lifestyle of today's society, especially in major cities, according to a Nielsen survey from 2018 Customers often desire ease when they shop Many individuals want their issues to

be resolved quickly and easily rather than having to put up a lot of time and effort

to meet their basic necessities The development of things that make life easier, such as prepared meals, home delivery services, and buying technology services, is

a result of the rising desire for convenience "On-demand" items A 2018 Nielsen research states that 33% of customers worldwide utilize meal delivery services or

go to restaurants to dine The number of meals supplied by fast food restaurants, rapid delivery services, and roadside stands is also increasing (Nielsen 2018)

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 (Quang Minh)

Although the online meal delivery business is seeing great development, young-age consumers as students have already begun using it, and more people are expected to sign up in the future To save money and maintain food safety and hygiene, they still prefer to dine in restaurants these days since they want to experience the location most of the time In other words, some students believe that utilizing an online meal delivery service is convenient and have a practice of doing

so frequently, whereas another group believes that the service is unnecessary and has many other beliefs It is clear that students generally have varying opinions and assessments of this kind of service What are students' views regarding online meal delivery services, and what variables impact those opinions, influencing whether or not students wish to utilize the service?

III Literature review

Minh Ngoc Nguyen (2021) from his research proved that Online food delivery is a relatively young but fast-growing industry in Vietnam In 2020, the market size of this segment reached approximately 587 million U.S dollars, and it was forecast to become a billion-dollar industry by 2022 As Vietnam is an emerging market with a lot of potential for these services, the competition in this sector is fierce Since the beginning, Asian food delivery businesses have been dominating this market While Southeast Asia’s super app Grab’s food delivery arm, GrabFood, held a 40 percent share of the market in 2020, fellow Singapore

tech giant Sea Group recently acquired the Vietnamese app Now and inherited a 42 percent share 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 slice of the market, it has so far received significant attention and funding from investors

Research on “Các yếu tố ảnh hưởng đến quyết định sử dụng ứng dụng di

động để tiêu thụ thực phẩm của người tiêu dùng: Nghiên cứu thực nghiệm đối với ứng dụng giao hàng Grabfood” by Huynh Thi Cam Ly (Newcastle Business

School, Newcastle University, Australia) and MSc Tran Thi Bach Yen (Can Tho University) (2020) the factors that predict customer satisfaction and affect the intention to use GrabFood application by interviewing 220 users currently living in

Ho Chi Minh City Can Tho City, Vietnam The collected data were then analyzed

by exploratory factor analysis (EFA) and multivariate regression Research has shown that there are 3 main groups of factors affecting the decision to choose GrabFood: brand name, convenience and social influence In which, social influence factors have the largest impact, followed by brand and convenience

Dr.N.Sumathi, S Josphin (2017), in their study, allows the online food ordering system as one of the largest services for fast food restaurants This made it possible to use an easy electronic payment system, and also useful for making easy payments for credit card consumers This study is about reducing the long queues

of consumers at the counter ordering food and also reducing the workload of employees

Varsha Chavan, et al, (2015), the use of a smart device-based interface for customers to view orders and navigate has helped the restaurants in managing orders from customers immediately The potential of wireless communication and smartphone technology in fulfilling and improving business scenarios and the service industry Their analysis states that this system is suitable, effective, and easy to use, which is expected to improve the overall restaurant business in the coming times

In the study "Technology at the table: An overview of Food Delivery Apps"

by author Catarina Jardim Ribeiro (2018) through qualitative and quantitative methods, the study analyzes the overall situation of delivery applications eat online and get certain results: demonstrating the popularity of online food ordering applications, pointing out that convenience and delivery accuracy are the most important factors for customer satisfaction customer satisfaction and the factors that make users frustrated: poor quality food, slow delivery time, and successfully analyzed the relationship between satisfaction, loyalty and trust between two parties in e-commerce However, the author has not gone into deep analysis of the disadvantages and limitations of online payment methods as well as has not provided a solution to the current problems of online food ordering

IV Research purpose

1 Research question:

With the main goal of providing a comprehensive knowledge about online food ordering of Hanoi students, the main research question is: "What are the main influencing factors and its impact on students' decision to use online food and drink ordering services in Hanoi" And to solve this question, some of the sub-questions are set as follow:

● What is an online food ordering service? How has it developed in recent years in Vietnam?

● What are the advantages and disadvantages of online food ordering? What are the challenges and opportunities that service brings to customers and businesses?

● What factors and how do they determine the online food ordering of people

in general and of Hanoi students in particular?

● How can these factors be used to develop a food and beverage business in Hanoi?

2 Research Objective:

The major objective of the study is to show the influencing factors and how they affect the use of online food and drink ordering services of Hanoi students By classifying those factors, which factors have a large influence, which factors have a small influence, the author can point out challenges and opportunities, and also give appropriate recommendations for delivery enterprises as well as food and beverage businesses To achieve the above-mentioned objective, the author sets some specific goals as follows:

● Having a detailed look at the behavior of using online food and drink ordering services of people in general and of Hanoi students in particular From there, build a solid theoretical and theoretical foundation to prove the factors affecting the studied behaviors

● Determining the development context of services: industry 4.0, e-commerce, the lazy economic trend, COVID-19 pandemic helps to find out the factors that affect the behavior of ordering food and drinks online

● Identifying the factors, arrange them according to the criteria to easily assess their influence on the behavior of ordering food and drinks online

● Proposing some solutions to support food and beverage businesses to develop and expand in the form of online take-away

3 Research hypothesis:

The major factors that are projected to affect the decision to use online food and drink ordering services are:

● Customer perceived value:

o Product quality

o Service quality

o Promotion activities: advertising, discounts…

o Reference pages: food reviewers…

● External influences:

o COVID-19 pandemic

o Digitized economy

o Lazy economy trend

● Purchase motivation

● Attitude towards products

V Research methodology and method

The reasonable methodology which is considered and chosen by the author when applied in the study is the mixed research methodology Mixed research methodology is the integration of the use of quantitative and qualitative data collection techniques and analytical procedures in the same research project (Saunders, et al., 2019) The qualitative and quantitative results will complement each other in the process of accomplishing the goal of the thesis

1 Data collection techniques

The two main techniques used in the research are “archival and documentary research” and “survey strategy using questionnaires” Also, a

preliminary survey with 20 people was carried out to determine the most suitable scale material for the questionnaire, in addition to the ones from previous studies

The digitalisation of data and the creation of online archives, along with open data initiatives by governments and businesses, have increased the scope for researchers to use an archival or documentary research strategy (Saunders, et al., 2019) In fact, ordering food and drinks online is not new and has been researched

and evaluated by a number of organizations That is why archival and documentary research techniques, aiming to find secondary data collection, are

used for both qualitative and quantitative searching With reliable journals, articles, reports, previous studies… authors can find documents and academic evidence to discover and strengthen try his hypothesis However, each methodology has its advantages and disadvantages When referencing sources, factors such as trustworthiness, novelty, and ethics need to be carefully ensured to yield clean and objective data In addition, researchers should be mindful about the purposes of the sources because some documents were not originally created for a research purpose (Saunders, et al., 2019) Searching in many different sources with no uniformity may distort the overall results of the study

With quantitative technique, this study uses survey strategy using questionnaires The first reason, with the main objective of behavioral research, a

questionnaire-based survey is perfectly optimal to allow the author to survey a large number of people (about 250) in the most economical way The process can

be easily monitored and the data obtained can be compared through the supporting software Furthermore, the survey strategy is perceived as authoritative by people

in general and is relatively easy both to explain and to understand (Saunders, et al., 2019) Regarding limitations, the amount of information obtained will be quite limited as many respondents are not willing to take their time to answer the questionnaire, as well as the data may not guarantee the truthfulness for the research Specifically, the questionnaire includes 30 questions to evaluate the validity of 10 variables and is divided into 4 parts with 4 purposes:

● Learning online food ordering habits

● Finding out the reason cause and the factors influence the decision of ordering food online

● Identifying how often respondents order food online

● Identifying the quality and satisfaction of services brought to customers

2 Data collection sources

Primary data, as mentioned above, was collected online through sending questionnaires to several schools and universities in different districts in Hanoi The duration of the implementation process starts from August 11 to September

11, 2022

Besides, secondary data is collected through articles, reports, data pages and some trusted predecessors:

● “Consumer food service” published on Euromonitor

● “Food delivery trends in Vietnam 2022” published on Q&Me

● Other reports, articles, news from relevant Governmental Departments and Internet sources

3 Sampling technique

With the main research object being students, the target group is not too special and too difficult to access, so the sampling technique used by the author is

convenience sampling This helps research go more smoothly and economically.

The research team will visit schools in different districts in Hanoi to bring the questionnaire in the form of an online link Students will respond once they have returned home, when they feel comfortable and have plenty of free time, thus providing the most valuable answers Given that the information was collected only once from each individual and observed over a 2-month period, the time

horizon applied in this study is cross-sectional.

4 Data analysis techniques

With quantitative data, the author uses Thematic Narrative Analysis to analyze

data collected from sources With qualitative data, the author uses a combination of

different methods such as Descriptive analysis to compare the level of influence, Correlation analysis to show which factors have the main influence on the decision to use the service, Regression analysis to find out how and to what extent they affect them Software such as Stata and SmartPLS are used to complete this

research

5 Ethics in research

Ethical concerns are greatest where research involves human participants, regardless of whether the research is conducted person-to-person (Saunders, et al., 2019) The study conducted is non-sensitive, but the rights of all people involved are guaranteed

Voluntary

participation

- Respondents can choose whether or not to participate in the study

- We do not put any physical or mental pressure on participants

- Anyone can waive the right to participate at any time with any reason

Informed consent Every factors like purpose, benefits, risks, and funding

behind the study is clearly communicated

Data collection

Reliable

document

Questionnaire

Data analysis Thematic Narrative Analysis Combination of different methods

Hypothesis Hypothesis Hypothesis testing

Thesis Conclusion

Anonymity &

Security

- Participants' identities and personal information are kept confidential and not collected

- Participants' answers are stored carefully, not to be batched to third parties

Potential for harm Factors that may influence the results such as physical,

social, psychological and all other types of harm are kept minimally

Results

communication

The research is committed to be free of plagiarism and well carried, representing the results found by ourselves

6 Validity & Reliability

To minimize threats to internal and external validity and reliability, the author has implemented the following solutions:

● Choose the suitable assessment method: Data measurement is based on standardized questionnaires with carefully prepared questions, in order to be easily and precisely analyzed

● Choosing the appropriate sampling method: With a selection of about 300 people from schools and universities in districts within Hanoi, the sample not only can represent the population but also be in concordance with the rule proposed by Stevens (2002), who states that the minimum sample size should be 15 times to the number of variables used in the research

● Standardize the research conditions: All respondents were able to answer the questionnaire with the same conditions: online, unlimited time , which brings the research the most objective results

● Apply methods consistently: Since it was conducted by multiple researchers, this study will ensure consistency in method selection and application throughout the research

VI Significance of the Study

Along with the development of technology 4.0, the lazy economy was born with convenience, time saving, and energy saving It can be seen that the food industry has been upgraded and spread widely with the introduction of online food ordering applications

After the successes in the world, online food ordering applications began to penetrate the Vietnamese market in 2016 and pioneered Delivery Now After controversial difficulties, the use of online food ordering applications had a big change in 2018 According to GCOMM's research at the end of 2018, the frequency of using online ordering services The urban population is quite high