The effects of promotions on the decision of customers to choose a delivery application to purchase food online in Ho Chi Minh City

Huynh, Thien Duc (2023) The effects of promotions on the decision of customers to choose a delivery application to purchase food online in Ho Chi Minh City. Masters thesis, Dublin, National College of Ireland.

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Abstract

Introduction: Food delivery has become an increasingly popular service in Ho Chi Minh City (HCMC) as a result of technological advancements and changes in consumer preferences. This has led to intense competition among food delivery applications (FDAs) operating in HCMC. As a result, FDAs have been offering promotions to customers as a way to gain an advantage over their competitors. Promotions, such as discounts or free delivery, have the potential to influence customer behavior and purchasing decisions, which can ultimately affect an FBA's market share and revenue.

Objective: The objective of this study is to investigate how promotions influence customer behavior and decision-making processes when selecting a food delivery application in Ho Chi Minh City.

Method: A comprehensive literature review was conducted, drawing on previous academic books, journals, and papers as evidence for this study. Specific research questions and two hypotheses were formulated to guide the research. Data was collected through surveys and analyzed using statistical methods.

Finding: The results show that promotions have a significant impact on customers' decisions to choose a delivery application when ordering food online in Ho Chi Minh City. Discounts and free delivery were found to be particularly effective at influencing customer behavior.

Conclusion: This study contributes to our understanding of consumer behavior in Vietnam's growing food delivery market. The findings suggest that businesses operating in this market should consider offering promotions such as discounts or free delivery to attract and retain customers. This research may also have implications for other industries or regions beyond Ho Chi Minh City's food delivery market.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Macdonald, Robert UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Service Industry
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	22 Aug 2023 15:57
Last Modified:	22 Aug 2023 15:57
URI:	https://norma.ncirl.ie/id/eprint/6809

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