Thesis

On
“Marketing Mix of Foodpanda in Bangladesh”

(This Thesis Paper Submitted in Partial Fulfillments of the Requirements for the Degree
of Masters of Business Administration in BGC Trust University Bangladesh)

Supervised By:
Mir Misnad Sultana
Lecturer
Department of Business Administration
BGC Trust University Bangladesh

Prepared By:
Hasan Murad
ID No: 2017061
Reg No: 201017061
Program: MBA
Major: Marketing

Date of Submission: December 27, 2021

1
 LETTER OF SUBMISSION
Date: December 27, 2021

Mir Misnad Sultana

Lecturer
Department of Business Administration

BGC Trust University Bangladesh

Subject: Submission of Thesis Paper on “Marketing Mix of Foodpanda in Bangladesh”

Dear Madam,

With immense pleasure, I am presenting my thesis paper of “Marketing Mix of Foodpanda in

Bangladesh” that has been set up as a necessary piece of my degree prerequisite. I am

undeniably thankful to you and my Department for giving me the opportunity to obtain

practical skills as well as to learn how to cope with the practical situations, which is very

much valuable for my future career.

I shall be grateful if you are kind enough to enlighten me by providing your valuable

judgment regarding this thesis. It would be my huge pleasure if you find this research useful

and informative to have an apparent perspective on the issue. Thank you for your

concentration and patience.

Sincerely Yours,

-------------------------------------
Hasan Murad

ID No: 2017061

Reg No: 201017061

Program: MBA

Major: Marketing

ii
 DECLARATION

I, hereby, declare that this paper titled “Marketing Mix of Foodpanda in Bangladesh” is an

original of work mine and it has been prepared under the guidance of Ms. Mir Misnad

Sultana, the supervisor of my thesis paper as a requirement for the completion of my MBA

degree from Department of Marketing, Department of Business Administration, BGC Trust

University Bangladesh.

This report is prepared solely for Department of Marketing, Department of Business

Administration, BGC Trust University. This report neither fully nor partially has ever been

submitted for any other Certificate / Degree/ Diploma or Qualification to any other

University/ College/ Institution or Organization.

…………………………
Hasan Murad

ID No: 2017061

Reg No: 201017061

Program: MBA

Major: Marketing

Department of Business Administration

BGC Trust University Bangladesh

iii
 ACKNOWLEDGEMENT

First of all I would like to express my sincerest thanks and highest appreciation to gratitude

and gratefulness to the Almighty ALLAH who has enabled me to complete this thesis.

I feel proud to express my deepest sense of respect, gratitude and profound regards to my

research supervisor, Mir Misnad Sultana, Lecturer, Department of Marketing, BGC Trust

University Bangladesh, her continuous inspiration, tireless and scholastic guidance,

sympathetic encouragement constant advice and help throughout my research work for which

I am in a position to submit this thesis.

My eternal gratitude goes to my parents who showed me the first sun light on earth and that

put my education above their personal comfort. I must express gratitude to my beloved

brother and sisters for their constant inspiration and love.

I intend to thank all of my teachers, my friends, my relatives and all others who have helped

me directly or indirectly in my study and research work.

As well, I would like to gratefully acknowledge all the Marketing graduate students without

whom this journey would have been very difficult, lonely and far less enjoyable.

Last but not least, a very special acknowledgement to “GOOGLE” without which it would be

very difficult to do this job.

iv
 SUPERVISOR’S STATEMENT

It is to certify that thesis on “Marketing Mix of Foodpanda in Bangladesh” is prepared by

Hasan Murad, ID No: 2017061 under my direct supervision and guidance. I have gone

through the thesis in minute form and found that it has covered all ideal and practical parts of

the study elaborative and precisely. As per my knowledge goes this thesis was not submitted

before for any degree in any institute.

……………………………………………

Mir Misnad Sultana

Lecturer

Department of Business Administration

BGC Trust University Bangladesh

v
 ABSTRACT

This paper takes a cautionary stance to the impact of marketing mix on customer satisfaction,

via a case study deriving consensus rankings from benchmarking on retail stores in Malaysia.

Field research was conducted in Chattogram,. With increasing globalization, local retailers

find themselves having to compete with large foreign players by targeting niche markets. We

build a model in deriving consensus rankings from benchmarking base on the marketing mix

model, the traditional marketing paradigm, embodied in the well-known Marketing Mix

frame work proposed by Borden and popularized as the 4Ps (Product, Price, Place,

Promotion) by McCarthy. The marketing mix is the lens through which the contemporary

customer perceives value in e- stores on 4Ps is examined. From the model, we analyze what

is the best practice among the four elements derived from a consensus ranking, a ranking

method to identify the best in class. The analysis will mainly depend on the outcome of what

customer perceive towards the four marketing tactics. This paper discusses the introduction

and use of a methodology for project ranking in e- store A goal of this research was to

introduce a more objective methodology for the multicriteria outranking methodology as an

alternative and more sustainable approach for benchmarking analysis in marketing sector.

vi
 Table of Contents
Particulars Page No.

Letter of Submission ii

Declaration iii

Acknowledgement iv

Supervisor’s Statement v

Abstract vi

Chapter 01: Introduction 2-6

1.1 Introduction 2-3

1.2 Objective of the Study 3

1.3 Significance of the Study 4-5

1.4 Definition of Key Terms 5-6

1.5 Conclusion 6

Chapter 02: Literature Review 8-13

Chapter 03: Research Methodology 15-17

3.1 Research Design 15

3.2 Target population 15

3.3 Data 16
3.4Sample and sampling design 17
3.5Data collection technique 17
3.6. Data Analysis 17

Chapter 04: Analysis of Data 19

19
4.1 Analysis of Quantitative Data

19
4.1.1 What is your gender

20
4.1.2 Age of the respondents

vii
 21
4.1.3 Marital Status

22
4.1.4 Education Qualification of the respondents

23
4.1.5 Experience of occupation

24
4.1.6 Resident of the respondents

25
4.1.7 Monthly Income of the respondents

26-27
4.1.8 Foodpanda offers high quality products

27-28
4.1.9 Purchased products are usually found in good condition

29-30
4.1.10 I get all Fast Food & restaurant products from Food panda

31-32
4.1.11 Different Variety of Fast Food & Restaurants Products are available

to Food panda

32-33
4.1.12 I get same products to Food panda at the similar on lower price than
restaurants

34-35
4.1.13 I can get a lower price if I buy additional similar items

35-36
4.1.14 Foodpanda offers the overall lowest price in the area

37-38
4.1.15 The price of the product is reasonable

38-39
4.1.16 The Delivery charge is convenient for me

40-41
4.1.17 Using Food panda is convenient for me from my location

41-42
4.1.18 Fast checkout

43-44
4.1.19 Offers coupons in newspaper advertisement

44-45
4.1.20 Seasonal promotions are available

viii
 46-47
4.1.21 The promotions are always attractive

47-48
4.22 overall, I am satisfied with this Foodpanda

Chapter 05: Recommendations & Conclusion Management 50-53

5.1 Recommendations 50-52

5.2 Conclusion 52-53

References 54-56

Appendix 57-59

ix
 CHAPTER: 01

INTRODUCTION

1
 CHAPTER: 01

INTRODUCTION

1.1 Introduction

The marketing mix is a business strategy tool to analyze and build the right direction of

marketing decisions, it is formed by four elements, 1)product, 2)price, 3)place and

4)promotion, it is the most traditional marketing mix named 4P’s. However, in the service

marketing mix, there are three more P’s elements, people, process and physical evidence

(Hoffman, 2011, p. 79). This three additional P’s and adding with traditional marketing mix,

it formed 7P’s of service marketing mix.

In nowadays, our living environment has been changing day by day because of technological

advancements and trends of lifestyle, different demands and wants appear, for the urban

people, they seek a convenient and quick lifestyle to cope with their busy work. Thus online

food delivery service is the one that fulfills the pace of life today. It tends to become more

important in our life. Online food delivery, which is one the innovation e-Service, is the most

popular and frequently used nowadays. According to the statistics, the number of users on

online food delivery has over 1000 million worldwide in 2020. Under this trend, there are lots

of different brands and companies appear to operate this service. Amongst the huge online

food delivery market, Foodpanda is the most famous brand, recording the end of 2020, it has

operated this service in 14 markets, its majority service in Asian markets. Foodpanda and its

parent company gained EUR 1.238 billion total revenues in 2019 worldwide. Thus, the

purpose of this paper is to analyses the marketing mix of the Foodpanda, since the marketing

is the front line to connect with the consumer, that marketing mix is the main element how

the company successfully attracts customers and gains high market share. Under the

marketing strategy used by Foodpanda, it gains better market share in those markets, the

numbers of users are still rising, and therefore marketing strategy is analyzable to find what

2
Foodpanda are utilizing to achieve market position. Since it has a larger market on online

food delivery, to be more analyzable, the thesis will focus on Bangladesh.

1.2Objective of the Study

This research has four main objectives:

 To determine products and services that meets the needs of customers.

 To observe value of price the intended customers willing to pay.

 To determine distribution channels the potential customer desire.

 To analyze impact of the business's promotion have on customers.

1.3 Significance of the Study

Retailers need to generate a pool of information in order to introduce products and services

that create value in the mind of customer. The value of what the customer perceived is a

subjective one, the attributes that create value cannot simply be deducted from common

knowledge. Rather, data must be collected and analyzed. The purpose of this marketing

research is to provide the facts and direction that managers need to make their more

important marketing decision. The strength of this research lies on its specific focus on the

connection between the customer’s satisfaction with the international marketing mix model,

the four Ps and benchmarking. This research also underlines the impact of customer buying

behavior base on the company quality policy. This research enable the retail stores to gain

insight into future industry trends that will affect its business, get data and analysis in the

most cost-effective and flexible way and draw on essential information without being

overwhelmed by unnecessary detail.It is anticipated that the findings of this research will

harvest benefits as follow:

1. Elucidate a clear picture on the connection between the customers satisfaction with the

international marketing mix model, the four Ps.

3
2. The four Ps are the parameters that the marketing manager can control, subject to the

internal and external constraints of the marketing environment.

3. Manifest a clear picture on the connection between the customers satisfaction with its

company benchmarking strategy.

4. Develop the awareness on the impact of customer buying behavior base on the company

quality policy.

5. Gain insight into future industry trends that will affect its business.

6. Get data and analysis in the most cost-effective and flexible way and draw on essential

information without being overwhelmed by unnecessary detail.

7. Understand the customer.

8. Make value for customer.

9. Communicate the retail value to target market.

10. Help managers to look outside of themselves for solutions.

11. Contribute to the marketing theory (The marketing mix model, 4Ps).

12. Adding literature review to the marketing area.

1.4 Definition of Key Terms

1.4.1 Marketing Mix

The marketing mix is a model of creating and implementing marketing strategies. It stresses

the blending of various factors in such a way that both organizational and consumer

objectives are attained. The elements are the marketing tactics, also known as the 'four Ps',

the marketing mix elements are price, place, product, and promotion. When blending the mix

elements, marketers must consider their target market. They must understand the wants and

needs of the market customer then use these mix elements in constructing and formulating

appropriate marketing strategies and plans that will satisfy these wants. These four P's are the

parameters that the marketing manager can control, subject to the internal and external

4
constraints of the marketing environment. The goal is to make decisions that center the four

P's on the customers in the target market in order to create perceived value and generate a

positive response.

1.4.2 Customer Satisfaction

Customer satisfaction is a perception. It is also a question of degree. Providing quality

products and services is all about meeting customer requirements. Customer satisfaction, a

business term, is a measure of how products and services supplied by a company meet or

surpass customer expectation. It is seen as a key performance indicator within business and is

part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key differentiator and

increasingly has become a key element of business strategy. The four key steps for successful

marketing are identified as understanding the customer, making value for customer,

communicating the value to target market, and making it easy for the customer to buy.

1.5 Conclusion

The information generated for this survey is use to adjust practices within the organization to

continuously improve the e-Serviceproducts, pricing strategy, promotion strategy, place and

distribution strategy, services, and processes base on the marketing mix model in order to

more completely satisfy its customers. Literature reviews from journal on the best practice for

ranking in benchmarking were done. Further study has to be made on the ranking

methodology to determine the best methodology to apply in this research project.

5
 CHAPTER: 02

LITERATURE REVIEW

6
 CHAPTER: 02

LITERATURE REVIEW

2.1 Marketing mix

1. Product

Product refers to not only physical goods also services, it can include experiences, events,

persons, places, information, ideas (Kolter and Keller, 2012). For the company, the product

means the soul of the company, it can be one or more than one product, and it is the primary

element to attract consumers' choice. According Wolaket.al., (1998) classified the

characteristics of service in to four group11 : intangibility, inseparability, heterogeneity and

perishability. Thus, to attract more customers and increase the sale, the company utilizes

different strategies on products, such as branding, quality of the product, packaging,

warranties etc.

Branding is the symbol of the company, also the image of the company, when customers see

the brand they can think of information regarding the brand or company. It is indirect release

company information to customers and build high customer awareness. Better branding

position can achieve higher profit and gain greater results.

Quality of the product, customers mostly pay attention to the quality in the service industry,

thus customer service plays an important role, it is the channel to build the positive and

inseparable relationship between customers and company, through customer service to

increase the customer’s satisfaction.

Warranties are provided as the guarantee to customers, customers can return and ask

compensation when the product is damaged before used or some mistake of the product. It

7
can let the company respond to the obligation and also can reassure customers to buy the

products.

2) Price

Price is the most important component in marketing mix, it is a key element not only to help

the company make profit, also to gain market share. “Price has operated as a major

determinant of buyer choice”(Kolter& Keller, 2012, p. 384), that price is the most important

factor when customers are choosing the same product. Moreover, pricing is the most flexible

element in Marketing Mix, the company can adjust the price depending on the location,

season, and other factors.

However, setting the price is one of the complex decisions, higher price will out of the

consumers' decision, lower prices will lose the profits, to set the right pricing position is

necessary. As a result, the company should use pricing strategies to achieve its goals, the

company focuses on customers and also competitors to set a right price in the customer

market. The following will explain some strategy regarding price.

Competitive pricing is a company setting up a price which compares to their competitors,

usually there are three options for this strategy, lower than competitors, and same price level

with competitors or higher than them, and the company should choose the best option which

fulfills their purpose.

Bundle pricing is when the company tries to group products together and provide a lower

price, compared to individual items, for selling to customers. That is optional to choose by

customers, for example in restaurants, usually a set of meals is cheaper than the single items

added together.

8
Optional pricing is the company setting a lower price with the base product, but setting a

higher price with optional products to maximize the turnover. 14 For instance, in fast food

restaurants, you can just buy a burger, but you also have the option to pay more to get extra

cheeses or beef.

Penetration pricing means the company uses a lower price to launch a new product into the

market aimed to attract more customers and to increase the sale and market share. It will

adjust the price back to the normal level when the market share is occupied. Example in this

strategy, a new customer of Apple music is free to use three months, it will charge monthly

payment after three months of use.

Psychological pricing refers to the company considers the psychology of price which means

the customer buys the product based on their emotion rather than their rational mind. For

example, setting the price at $9 per bottle of water is more attractive than $10 per bottle.

3) Place

In marketing mix, place not only means the location of the product operation, it also means to

distribute the product to other places, customers how and where to get the product. A

company can use direct and indirect ways to distribute its product, and it usually through

different channels to sell products, such as retail and wholesale, also e-commerce which is the

new type distribution in this century. The company can according its product and goal to

choose the right place strategy to increase the sell amount.

Direct distribution is the company used to sell its product directly to customers without

intermediary. The benefits of this method is that the company can directly connect with its

customers and clearly understand customer’s behavior by their experience.

9
The Internet, one of the distribution channels, is frequently used nowadays because it

provides lots of benefits to the company, for example, no renting cost in physical stores, high

efficiency of selling and no time limit of store opening hours. There are some types of

internet distribution, website and social media are mostly used currently, lots of companies

tend to develop business via internet platforms.

4) Promotion

The final basic marketing mix element, promotion, is sometimes also referred to as

communication. A company uses direct and indirect methods to connect with customers, and

release the update information to them such as new promotion or new service, it can remind

customers also build the positive relationship between customers and company, thus

increasing customer loyalty.(Kotler & Keller, 2012, p. 476) The purpose of promotion mix is

increasing sales, gaining market share, creating brand recognition and gaining competitive

advantage. To make the product more popular in the market, the company usually uses

promotion strategies to promote its products, the following are some channels that are

commonly used for promotion.

Advertising is the traditional promotion channel, a company major uses paid methods such as

televisions, newspaper, radio to increase the exposure rate of its product to attract more

potential customers, it can increase the visibility of the product and build customers'

awareness.

Direct mail through directly connects to customers via email and post address, a company

will according to the address which is provided by customers to send update information

about the company, such as promotion code, new product launching. This method can keep in

touch with customers and attracts higher customer loyalty.

10
Public relation thought press, blog, talk to promote the company or the product, it is the way

to build up a positive image of the company, also can minimize the negative impactfor the

company. Compared to advertising, it is more effective, because the cost is relatively lower

and it also publishes by third person, it is more persuasive than paid advertising.

Sales promotion for example discounts and coupons which are provided by a company, the

company uses such methods to attract more customers, especially new customers, who think

they can pay less on the product. It can stimulate more spending from customers, but it only

benefits in the short period. Social media is one of the popular and relatively lower cost

methods to promote products nowadays, through Instagram, Facebook, YouTube etc those

social media to release the news of the product, such as new promotions or new services.

5) People

In the service marketing mix, the element of people is indispensable, people are included both

employees and customers who participate in that service. For the employees, because of

necessarily human involvement in service such as customer service, selling service,

controlling service, these services request higher participation of people, especially

employees who work in front-line highly contact with customers. For the customers, they

provide the feedback feeling or perception to the company, they can provide an objective

view, it helps for business improvement. (Hoffman, 2011, p. 275) Thus, between employees

and customers they should build a positive relationship. Though the people participate, it can

bring more mobility and higher quality service for customers. A company can use people

strategy to enhance the quality service of the business, such customer service, training and

person selling.

Customer service is an important activity, it is one of the highly contactable to customers.

The employees of customer service should provide professional opinion or technological

11
support for customers who have problems to solve. Customer service is one type offront-line

service, customers are usually first contact with, that providing a quality customer service is a

way to maintain or build up a positive position in the company.

Training is a method for a company to train employee’s working behavior, it can encourage

employees to provide higher quality working performance and develop correct working

attitudes and approach towards customers. The training should be done after being hired by a

company.

6) Process

Process means the interaction between the company and customers. The company can though

process to manage the uncertainty marketing and operation, and customers provide their

experience during the participant of the product. Processing is also a good way to let

customers know more about the company. For the process strategy, the company can though

below types of the methods to achieve higher performance, including technological and

electronic process, direct and indirect activities.20 Moreover, it has other strategies regarding

process, creating flexible capacity, increasing customer participation etc. Increasing

customers’ participation, it is the way of direct activities of the process. Through direct

activities, customers will provide immediate reaction regarding the product that company can

use according to their action to make adjustments. Indirect activities mean the company

provides support before or after customers purchase or use the product.

7) Physical evidence Because of the intangibility of service, there exists a lot of

differentiation between the same service industries, example are delivery, hotel, and hospital

industry, it is hard to find the same criteria to directly evaluate these services. Service differs

with physical products that evaluate by size and colour before customers purchase it.

However, physical evidence is providing some evidence sources for customers to consider

12
before using it, those evidences can be provided by a company's facility exterior, facility

interior and other tangibles. (Hoffman, 2011, p. 200)

Physical evidence not only provides a way for customers to evaluate the service, it also

provides a strategy to the company to build a better position. The physical evidence strategy,

such as layout, branding, packaging, uniform, signage, brochures etc, can bring more

competitiveness for the company.

Layout is providing spatial design for customers, such as hotel, church and hospital, the

environment can make different feelings of customers, such as appropriate layout can make

customers feel more relaxed, crowded layout may make customers feel irritability. Layout not

only used in physical building, also can apply in online websites, clear structure can bring

positive evaluation. Packaging does not mean the physical packaging for the service, it means

company though the package of service to bring out the value to customers, such as higher

class of the service in the hotel industry or the most faster delivery service in the delivery

industry. It can build up the company position and positive image of the company.

13
 CHAPTER: 03

RESEARCH METHODOLOGY

14
 CHAPTER: 03

RESEARCH METHODOLOGY

3.1 Research Design

Thody (2006) points out that research design is the plan for fulfilling objectives and

answering questions. In conducting research, there, are many research designs, this study

followed a deductive approach and adopted a cross sectional survey research strategy. It used

quantitative data collection method and analysis method. The design was selected because,

survey plan is generally associated with deductive approach and it allows data to be collected

at one time across respondents (Saunders, et al., 2009). In this research, quantitative research

approach was used. Because quantitative research included surveys and questionnaires which

could help to obtain data. Quantitative research was about asking people for their opinions,

acts and beliefs in structured questionnaires so that research could produce hard facts and

statistics to guide to put possible recommendations (Biniam, 2016). For this purpose a

questionnaire using Likert five point scales is developed to gather sufficient information

related to the topic, which also covers finding the demographic variables of the respondents.

Findings on questionnaire survey will be presented with different tables and graphs. Finally,

all the information found will be tested with percentage analysis.

3.2 Target Population

Agyedu, et al (1999), states that population of a study refers to a complete set of individuals

(subjects), objects or events having common observable characteristics in which a researcher

is interested. The target population for this research was 50.

15
3.3 Data

Research data is any information that collects, observes, produces or verifies the initial results

of a research. Research data is usually defined as documented facts that are stored and

accepted by the scientific community to verify research results. There are several ways to

classify data. The general classification is based on the person collecting the data. The data

used were from both primary and secondary sources and were obtained by using varied

techniques.

3.3.1 Primary data

Primary data is a type of data collected directly from a data source without searching for an

existing one. Primary source of data were obtained through questionnaire and a couple of

interviews. The questionnaire contained various interrogative techniques that were used to

elicit primary data from interviewees. The closed ended questions were intended to restrict

respondents ‘answers; this provided an objective based for comparative analysis and to make

the analysis easier. The questions were in two parts – Sections A and section B and were

provided with alternatives and clear instructions to respondents. Section A dealt with

personal data or independent questions about the socio-economic characteristic of the

respondents which included Age, Marital status and Educational level whiles the section B

dealt with questions for the study.

3.3.2 Secondary data

Secondary data sources for existing literature and various manuals, reports and some

administrative documents were obtained and entered into a review office. The secondary data

were collected from sources like company records, Websites, Library resources, Journals,

Magazines, Literature Review, Report Newspapers, and so on.

16
3.4Sample and sampling design

Probability and non-probability sampling technique was used to select a portion of the

population to represent the entire population. Sarantakos (2005), emphasized the need for a

researcher to select a sample from a population which he/she wishes to seek information,

using appropriate sampling techniques. The two main methods that the researcher used in

selecting the sample from the population were purposive and simple random sampling

techniques. Purposive non-random sampling technique was also employed in selecting

50respondents.

3.5Data collection technique

The technique used in gathering the data was based on questionnaire and discussions and

explanations to those who were not able to fill the questionnaire on their own. Data for this

study was collected using a closed ended questions questionnaire which was developed by

the researcher.

3.6. Data Analysis

According to Thody, (2006) data analysis is a systematic search for meaning. The data

obtained was then coded and entered in Microsoft Excel. The research is quantitative in

nature and therefore the findings were presented in simple descriptive statistics involving

some tables, pie charts and bar charts. These statistics present a simple way of showing the

relationship of the measured quantities of interest of the questionnaire.

17
 CHAPTER: 04

ANALYSIS OFDATA

18
 CHAPTER: 04

ANALYSIS OF DATA

4.1 Analysis of Quantitative Data

Quantitativeanalysishelpedtheresearchertogetthefreshinformationaboutthetopicandvarious

views have been obtained. 15 questions had been prepared for the survey and asked to every

respondent to get the information. The research questionnaire for collecting primary

information using MS word and MS Excel for storing the same.

4.1.1 What is your gender?

Frequency Percentage

Male 31 62%
Female 19 38%
Total 50 100%

Table 1: Gender of the Respondents

Gender of the Respondents

70%

60%

50%

40%

30%

20%

10%

0%
Male Female

Figure 1: Gender of the Respondents

Interpretation: After figuring out the age group, the respondents wanted to figure out the

gender of the chosen participants. Male and female were two given options. Out of the 50

respondents, 62% or 31 of the respondents were in the male category. Remaining 38% or 19

respondents were selected as female.

19
4.1.2 Age of the respondents:

Frequency Percentage

18-30 years 11 22%

31-40 Years 25 50%

41-50 Years 11 22%

50 Years and above 3 6%

Total 50 100%

Table 2: Age of the respondents

Age of the respondents

60%

50%

40%

30%

20%

10%

0%
18-30 years 31-40 Years 41-50 Years 50 Years and above

Figure 2:Age of the respondents

Interpretation: According to the graph, we can see that most of the respondents age limit is

31-40 years and the percentage is 50%. The second highest percentage is 22% who are

between 18-30 years& 41-50 years and 50 years and above is 6%.

4.1.3 Marital Status

20
 Frequency Percentage

Single 17 34%

Married 33 66%

Total 50 100%

Table-3Marital Status

Marital Status
70%

60%

50%

40%

30%

20%

10%

0%
Single Married

Figure-3Marital Status

Interpretation: The above figure 4 depicts the marital status of the sample. The

representation reflects that majority of the sample are married (n=33 or 66%); 34% are single

(n=17). The results indicate that most of the customers are married.

4.1.4 Education Qualification of the respondents:

21
 Frequency Percentage

Secondary 5 10%

Higher Secondary 10 20%

Graduate 17 34%

Post Graduate 18 36%

Total 50 100%

Table 4: Education Qualification of the respondents

Education Qualification of the respondents

40%

35%

30%

25%

20%

15%

10%

5%

0%
Secondary Higher Secondary Graduate Post Graduate

Figure 4: Education Qualification of the respondents

Interpretation: The Chart and frequency table are showing that out of 50 respondents

5(10%) completed secondary 10(20%) completed Higher Secondary 27(54%) completed their

graduation and 23(46%) completed their Post Graduate.

4.1.5 Experience of occupation

22
 Frequency Percentage

1-3 years 6 12%

3-5 years 16 32%

5-8 years 21 42%

8-11 years 3 6%

More than 11 years 4 8%

Total 50 100%

Table 5: Experience of occupation

Experience of occupation
8%
12%
6%

1-3 years

3-5 years

32% 5-8 years

8-11 years
42% More than 11 years

Figure 5: Experience of occupation

Interpretation: With reference to figure 8, the majority of the respondents (42%), said they

have experience of occupation 5-8 years. 32% said they have experience of occupation 3-5

years. 12% said they have experience of occupation 1-3 years.6% said they have experience

of occupation 8-11 years & 8% said they have experience of occupation more than 11 years

4.1.6 Resident of the respondents:

Table 6: Resident of the respondents

Frequency Percentage

Urban 25 50%

23
 Semi Urban 15 30%

Rural 10 20%

Total 50 100%

Resident of the respondents

60%

50%

40%

30%

20%

10%

0%
Urban Semi Urban Rural

Figure 6: Resident of the respondents

Interpretation: 50% respondents said they live urban. 30% respondents said they live semi

urban. 50% respondents said they live rural.

4.1.7 Monthly Income of the respondents:

Table 7: Monthly Income of the respondents

Frequency Percentage

Tk. 5000 – Tk. 20000 10 20%

24
Tk. 20000 - Tk. 40000 16 32%

Tk. 40000 - Tk. 60000 14 28%

Tk. 60000 and above 10 20%

Total 50 100%

Monthly Income of the respondents

35%

30%

25%

20%

15%

10%

5%

0%
Tk. 5000 – Tk. 20000 Tk. 20000 - Tk. 40000 Tk. 40000 - Tk. 60000 Tk. 60000 and above

Figure – 7: Monthly Income of the respondents

Interpretation: The Chart and frequency table are showing that 32% respondents of the

questionnaire monthly income are Tk. 20000 - Tk. 40000. 28% respondents of the

questionnaire monthly income are Tk. 40000 - Tk. 60000. 20% respondents of the

questionnaire monthly income is Tk. 5000 – Tk. 20000 & Tk. 60000 and above.

4.1.8 Foodpanda offers high quality products

Frequency Percentage

Strongly Disagree 6 12%

25
Disagree 6 12%

Moderate 11 22%

Agree 13 26%

Strongly Agree 14 28%

Total 50 100%

26
 Table-8: Food offers high quality products

Foodpanda offers high quality products

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure 8: Foodpanda offers high quality products

27
Interpretation: With reference to figure 8, the majority of the respondents (28%), agreed

with the statement that Foodpanda offers high quality products 26% of the respondents agreed

that the Foodpanda offers high quality products. 22% were moderate and 12% of the

respondents disagreed & strongly disagreed with the statement that Foodpanda offers high

quality products.

4.1.9 Purchased products are usually found in good condition

Frequency Percentage

Strongly Disagree 5 10%

Disagree 14 28%

Moderate 11 22%

Agree 12 24%

Strongly Agree 8 16%

Total 50 100%

Table-9 Purchased products are usually found in good condition

28
 Purchased products are usually found in good condition
30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-9: Purchased products are usually found in good condition

Interpretation: With reference to figure 9, the majority of the respondents (28%) disagreed

that Purchased products are usually found in good condition. 24% of the respondents agreed

with the statement that Purchased products are usually found in good condition. 22% of the

respondents were moderate in their answer to this statement. 16% of the respondents strongly

agreed with Purchased products are usually found in good condition and only10%strongly

agreed with Purchased products are usually found in good condition.

29
4.1.10 I get all Fast Food & restaurant products from Food panda

Frequency Percentage

Strongly Disagree 5 10%

Disagree 14 28%

Moderate 11 22%

Agree 12 24%

Strongly Agree 8 16%

Total 50 100%

Table-10 Purchased products are usually found in good condition

30
 Purchased products are usually found in good condition
30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-10: Purchased products are usually found in good condition

Interpretation: With reference to figure 10, the majority of the respondents (28%) disagreed

that Purchased products are usually found in good condition. 24% of the respondents agreed

with the statement that Purchased products are usually found in good condition. 22% of the

respondents were moderate in their answer to this statement. 16% of the respondents strongly

agreed with Purchased products are usually found in good condition and only10%strongly

agreed with Purchased products are usually found in good condition.

31
4.1.11 Different Variety of Fast Food & Restaurants Products are available to Food

panda

Frequency Percentage

Strongly Disagree 3 6%

Disagree 4 8%

Moderate 10 20%

Agree 23 46%

Strongly Agree 10 20%

Total 50 100%

32
Table-11 Different Variety of Fast Food & Restaurants Products are available to Food panda

Different Variety of Fast Food & Restaurants Products are available to

Food panda
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-11: Different Variety of Fast Food & Restaurants Products are available to Food

panda

Interpretation: The findings in figure 11 reflect that a majority of 46% of the respondents

agreed with the statement Different Variety of Fast Food & Restaurants Products are

available to Food panda. 20% were moderate in their response to this statement. 20% of the

respondents strongly agreed with the statement Different Variety of Fast Food & Restaurants

33
Products are available to Food panda. 8% of the respondents disagreed & 6% of the

respondents strongly disagreed with the statement that Different Variety of Fast Food &

Restaurants Products is available to Food panda.

4.1.12 I get same products to Food panda at the similar on lower price than restaurants

Frequency Percentage

Strongly Disagree 3 6%

Disagree 4 8%

Moderate 10 20%

Agree 23 46%

Strongly Agree 10 20%

Total 50 100%

Table-12 I get same products to Food panda at the similar on lower price than restaurants

34
 I get same products to Food panda at the similar on lower price than restaurants
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-12: I get same products to Food panda at the similar on lower price than restaurants

Interpretation: The findings in figure 12 reflect that a majority of 46% of the respondents

agreed with the statement I get same products to Food panda at the similar on lower price

than restaurants. 20% were moderate in their response to this statement. 20% of the

respondents strongly agreed with the statement I get same products to Food panda at the

similar on lower price than restaurants. 8% of the respondents disagreed & 6% of the

35
respondents strongly disagreed with the statement that I get same products to Food panda at

the similar on lower price than restaurants.

4.1.13 I can get a lower price if I buy additional similar items

Frequency Percentage

Strongly Disagree 2 4%

Disagree 3 6%

Moderate 12 24%

Agree 25 50%

Strongly Agree 8 16%

Total 50 100%

Table-13 I can get a lower price if I buy additional similar items

36
 I can get a lower price if I buy additional similar items
60%

50%

40%

30%

20%

10%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-13: I can get a lower price if I buy additional similar items

Interpretation: The findings in figure 13 reflect that a majority of 50% of the respondents

agreed with the statement I can get a lower price if I buy additional similar items . 24% were

moderate in their response to this statement. 16% of the respondents strongly agreed with the

statement I can get a lower price if I buy additional similar items . 10% of the respondents

disagreed with the statement that I can get a lower price if I buy additional similar items.

4.1.14 Foodpanda offers the overall lowest price in the area

Frequency Percentage

Strongly Disagree 0 0%

Disagree 0 0%

Moderate 16 32%

Agree 14 28%

37
 Strongly Agree 20 40%

Total 50 100%

Table-14: Foodpanda offers the overall lowest price in the area

Foodpanda offers the overall lowest price in the area

60%

50%

40%

30%

20%

10%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-14: Foodpanda offers the overall lowest price in the area

Interpretation: Figure 10 reflects that the majority of the respondents (40%) strongly agreed

with the statement that Foodpanda offers the overall lowest price in the area . 32% of the

respondents were moderate and 28% of the respondents are agreed in their responses in this

regard. No respondents are disagreed and strongly disagreed with the statement that

Foodpanda offers the overall lowest price in the area .

38
4.1.15 The price of the product is reasonable

Frequency Percentage

Strongly Disagree 0 0%

Disagree 2 4%

Moderate 15 30%

Agree 13 26%

Strongly Agree 20 40%

Total 50 100%

Table-15 The price of the product is reasonable

The price of the product is reasonable

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

39
 Figure-15: The price of the product is reasonable

Interpretation: The findings in figure 11 reflect that a majority of 40% of the respondents

strongly agreed with the statement The price of the product is reasonable . Only 2% disagreed

with the statement and 30% were moderate. 26% of the respondents agreed that The price of

the product is reasonable.

4.1.16 The Delivery charge is convenient for me

Frequency Percentage

Strongly Disagree 2 4%

Disagree 3 6%

Moderate 17 34%

Agree 17 34%

Strongly Agree 11 22%

Total 50 100%

Table-16 The Delivery charge is convenient for me

40
 The Delivery charge is convenient for me
40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-16: The Delivery charge is convenient for me

Interpretation: The findings in figure 16 reflect that a majority of 22% of the respondents

strongly agreed with the statement The Delivery charge is convenient for me. 34% of the

respondents agreed & moderate with the statement the Delivery charge is convenient for me.

Only 6% disagreed & 4% strongly disagreed with the statement.

41
4.1.17 Using Food panda is convenient for me from my location

Frequency Percentage

Strongly Disagree 3 6%

Disagree 4 8%

Moderate 10 20%

Agree 23 46%

Strongly Agree 10 20%

Total 50 100%

Table-17 Using Food panda is convenient for me from my location

Using Food panda is convenient for me from my location

40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-17: Using Food panda is convenient for me from my location

42
Interpretation: The findings in figure 17 reflect that a majority of 46% of the respondents

agreed with the statement Using Food panda is convenient for me from my location. 20%

were moderate in their response to this statement. 20% of the respondents strongly agreed

with the statement Using Food panda is convenient for me from my location. 8% of the

respondents disagreed & 6% of the respondents strongly disagreed with the statement that

Using Food panda is convenient for me from my location.

4.1.18 Fast checkout

Frequency Percentage

Strongly Disagree 3 6%

Disagree 3 6%

Moderate 8 16%

Agree 15 30%

Strongly Agree 22 44%

Total 50 100%

Table-18 Fast checkout

43
 Fast checkout
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-18: Fast checkout

Interpretation: With reference to figure 18, the majority of the respondents (44%) strongly

agreed & 30% of the respondents agreed with the statement Fast checkout. 16% of the

respondents were moderate and only 6% of the respondents disagreed & strongly disagreed

with the statement that Fast checkout.

44
4.1.19 Offers coupons in newspaper advertisement

Frequency Percentage

Strongly Disagree 0 0%

Disagree 4 8%

Moderate 12 24%

Agree 19 38%

Strongly Agree 15 30%

Total 50 100%

45
 Table-19 Offers coupons in newspaper advertisement

Offers coupons in newspaper advertisement

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-19: Offers coupons in newspaper advertisement

Interpretation: Figure 19 illustrates that the 38% respondents agreed and 30% respondents

strongly agreed with the statement that Offers coupons in newspaper advertisement . 24% of the

46
respondents were moderate in their response to this statement and only 8% disagreed that

Offers coupons in newspaper advertisement .

4.1.20 Seasonal promotions are available

Frequency Percentage

Strongly Disagree 15 30%

Disagree 3 6%

Moderate 8 16%

Agree 17 34%

Strongly Agree 11 22%

Total 50 100%

Table-20 Seasonal promotions are available

47
 Seasonal promotions are available
40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-20: Seasonal promotions are available

Interpretation: With reference to figure 20, most of the respondents 34% agreed & 22%

strongly agreed with the statement that Seasonal promotions are available. 30% of the

respondents strongly disagreed with the statement Seasonal promotions are available 16% of

the respondents were moderate in their response to this statement and only 6% disagreed that

Seasonal promotions are available.

48
4.1.21 The promotions are always attractive

Frequency Percentage

Strongly Disagree 6 12%

Disagree 8 16%

Moderate 12 24%

Agree 12 24%

Strongly Agree 12 24%

Total 50 100%

Table-21 The promotions are always attractive

The promotions are always attractive

30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-21: The promotions are always attractive

49
Interpretation: With reference to figure 21, 24% of the respondents agreed, strongly agreed

& Moderate with the statement that the promotions are always attractive, 16% of the

respondents disagreed with this statement and 12% strongly disagreed with their response in

this regard.

4.1.22 Overall, I am satisfied with this Foodpanda

Frequency Percentage

Strongly Disagree 4 8%

Disagree 12 24%

Moderate 13 26%

Agree 13 26%

Strongly Agree 8 16%

Total 50 100%

Table-22 Overall, I am satisfied with this Foodpanda

50
 Overall, I am satisfied with this Foodpanda
30%

25%

20%

15%

10%

5%

0%
Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure-22: Overall, I am satisfied with this Foodpanda

Interpretation: Figure 22 illustrates that 16% of the respondents strongly agreed with the

statement that Overall, I am satisfied with this Foodpa nda. 26% of the respondents were

moderate and agreed with their response and 32% of the respondents disagreed with the

statement that Overall, I am satisfied with this Foodpanda.

51
 CHAPTER: 05

RECOMMENDATIONS&

CONCLUSION

CHAPTER: 05

52
 RECOMMENDATIONS& CONCLUSION

5.1 Recommendation

Foodpanda has already done lots of strategies through marketing mix, it keeps to do

innovation for catering the trends. Although Foodpanda does lots of success strategies,

however there are still some recommendations for Foodpanda, the following will be based on

marketing mix to provide several advice. First of all, for the product marketing mix. The

main image of Foodpanda is delivery foods and groceries items only, that it could operate

some new service line, for example to develop its own kitchen such as ghost kitchen to fit

local users. Due to its competitors having already set up a central kitchen in Singapore,

Foodpanda can consider to build its own kitchen increasing its competitiveness. Furthermore,

Foodpanda should launch monthly plans as soon as possible, this plan means the consumer

pays delivery fee per month instead of a one-time delivery fee, since delivery service is

increasing day by day, the demand still raising that Foodpanda should catch this trend.

Regarding the research, some respondents use food delivery service very frequently,

providing monthly plans can catch some existing consumers and increase the consumer

royalty. Monthly plan in Singapore has already been implemented, however in other markets

it is still testing or not launching yet. Foodpanda should speed up the implementation of

monthly plans in all markets. Secondly, for the pricing marketing mix. Foodpanda has

already used various types of strategies of pricing, however, it could use psychological

pricing and penetration pricing as well. Example about “PandaPro”, it is implemented in few

markets including Singapore now, for other markets it still has not launched this service, thus

in later development Foodpanda could use penetration pricing in those new markets which

have not implemented “PandaPro” yet. When launching this service, it could provide the

cheaper or discount price to users first, attract them to subscribe to this service and increase

the usage, after a certain time, it can adjust the price back to normal level. Moreover, using

53
psychological pricing, such as $19.9 or other pricing which is less than round number, to

attract users. Thirdly, for the place strategy. First, Foodpanda should expand its market to

other cities and develop to other countries such as Vietnam. The surrounding countries of

Vietnam had been targeted, thus that is an opportunity to catch the geographical advantage.

Second, Foodpanda can explore the service via social media. Consumers can directly order

from social media, because the target audience mainly focus on the young generation, also

there are lots of restaurant owners who have created their restaurant’s profile in social media.

The research showed that there were 26.6% respondents willing to receive the information

through social media, in other words, they use social media very often. If Foodpanda works

with those common social media, it can not only promote the brand, but also provide a way to

make order easy and convenient. Fourthly, in terms of promotion strategy, due to social

media being one of the most popular channels to connect consumers and they would prefer to

access new information through it, Foodpanda can hire some influencers to promote the

service in social media thus increasing the influence. Then, during the digital marketing,

Foodpanda can also use SMS promotion to send new information and promotion code to

users directly, not only email. Lastly, using local and iconic slogans to increase the

memorableness of the audience. The last recommendation for people strategy is mainly to

provide some essential training to delivery guys. For example the attitudes, since those

delivery guys are hired by third parties, it is lost direct control of them, however Foodpanda

can provide some guidance to regulate their attitudes and manners. On the other side,

Foodpanda can directly hire delivery guys for part-time workers, it will be better than hiring

by outsourcing. Regarding the marketing research, Foodpanda should improve the delivery

time, as during the research some respondents were not satisfied with the delivery time, that it

could consider developing a new model for delivery process maybe AI or centralised of the

delivery areas, try to make the delivery time exact or shorter to improve the delivery speed.4.

54
The management should put in place a programme that employees can key in for their

personal development and advancement to keep alive elements of job satisfaction factor at all

time for the employee. So also, the management should lose a bit the formal structure and

allow mix communication dimension and encourage delegation of duty to check some of the

elements of dissatisfaction factor. Attention should be accorded to employees as an individual

in other to understand his/her peculiarity so that any effort target at creating satisfaction can

be effective instead of treating everyone as a team.

5.2 Conclusion

Although Foodpanda is becoming the leading food delivery application in Asian market, the

delivery industry market is pretty competitive. Through the analysis on the trend of online

food delivery, the demand keeps rising. Foodpanda has gained superiority from the internal

and external environments, it achieves higher market share in existing markets. Furthermore,

the analysis found there are various strategies that Foodpanda did behind and to gain success

in the markets. It chooses the right target markets which have high demand for the food

delivery service, and it catches the trend of convenience lifestyle as well. Through marketing

mix strategy, including product, price, place, promotion, people, process and physical

evidence, to build a successful branding in the food delivery industry. Through the marketing

research, the main finding is that Foodpanda has huge corporation partners which provide

wide choice to consumers, most of consumers based on this point to pick up Foodpandanot

other applications, it is the main reason why Foodpanda can attract more users to use its

application. In addition, it provides different service lines to meet market needs. Ustilsing

promotional pricing to attract existing and new consumers to stimulate the usages. It does

various types of promotion both in online and offline channels to attract public audiences and

potential users. However, overall of the marketing research, it showed that respondents had

lots of experience on using food delivery, their opinion toward Foodpanda was quite positive.

55
However, there are still some improvements to do better. Nevertheless the thesis had done,

there were some limitations of it. First, even the marketing research done to analyse the

respondents’ opinion which focus on Foodpanda, the research was limited, as it only focused

on one market, and collected from a few respondents. Secondly, the finding and

recommendation just based on the above research, it was not enough to do a deep analysis.

Lastly, Foodpanda’s usage has risen higher and higher now under the coronavirus pandemic

enhancement, however, if the pandemic is over, people might change their behavior again, it

means the atmosphere of using online food delivery may decrease, thus Foodpanda should

consider this and change its strategy and keep innovation in the future to be survival .

References:

56
.
 Wolak, R, Kalafatis, S and Harris, P (1998), "An Investigation into Four
Characteristics of Services", Journal of Empirical Generalisations in Marketing
Science, Vol. 3, No. 2 Investopedia. (2020, July 30). Competitive Pricing Definition.
Retrieved November 6,
 2020, from https://www.investopedia.com/terms/c/competitive-pricing.asp
 Steenburgh, Thomas J. and Avery, Jill J., Marketing Analysis Toolkit: Situation
Analysis (February 4, 2010). HBS Case No. 510-079, Harvard Business School
Marketing Unit, Available at SSRN: https://ssrn.com/abstract=1564844
 Campbell, P. (2020, February 13). Price Bundling: The Simple Strategy that can
Optimize your Pricing and Boost Sales. Profitwell. Retrieved November 6, 2020,
from https://www.profitwell.com/recur/all/price-bundling
 Campbell, P. (2020b, May 14). Optional Product Pricing Definition & Whether (or
Not) It’s a Worthwhile Strategy. ProfitWell. Retrieved November 6, 2020, from
https://www.profitwell.com/recur/all/optional-product-pricing
 Kenton, W. (2020, July 28). Penetration Pricing. Investopedia. Retrieved November
6, 2020, from https://www.investopedia.com/terms/p/penetration-pricing.asp
 Farooq, U. (2018, September 13). Marketing Mix Price - Pricing in 4Ps of Marketing.
Marketing Tutor. Retrieved November 6, 2020, from
https://www.marketingtutor.net/marketing-mix-pricing/#Different-Pricing-Strategies
 Luenendonk, M. (2019, September 18). Marketing Mix | Place in Four P’s.
Cleverism. Retrieved November 8, 2020, from
https://www.cleverism.com/place-four-ps-marketing-mix/
 Rowley, J. (1998). Promotion and marketing communications in the information
marketplace. Library Review, 47(8), 383-387. Retrieved from https://search-proquest-
com.zdroje.vse.cz/docview/218346253?accountid=17203
 (2020, August 19). Delivery Hero Press Team. Retrieved November 29, 2020, from
https://www.deliveryhero.com/delivery-hero-enters-dax/
 Investopedia. (2020, July 11). Gig Economy. Retrieved November 29, 2020, from
https://www.investopedia.com/terms/g/gig-economy.asp
 SHONA. (2016, April 6). Foodpanda - Asia’s Food Delivery Platform. Demystify
Asia.
 Retrieved December 5, 2020, from http://www.demystifyasia.com/foodpanda/

57
 Chan, M. (2019, August 5). Foodpanda Opens HQ In Singapore. Vulcan Post.
Retrieved December 5, 2020, from https://vulcanpost.com/671237/foodpanda-
hq-singapore-hiring/
 Foodpanda planning six locations in Japan. (2020, September 18). Retail News Asia.
Retrieved December 5, 2020, from
https://www.retailnews.asia/foodpanda-planning-six-locations-in-japan/
 Mark, G. (2020, February 4). Here’s how food delivery services make you spend
more. AsiaOne. Retrieved December 18, 2020, from
https://www.asiaone.com/money/heres-how-food-delivery-services-make-you-spend-
m ore
 Viktor, M. (2020, November 21). The Food Delivery Business Model – A Complete
Guide. Productmint. Retrieved December 23, 2020, from
https://productmint.com/the-food-delivery-business-model-a-complete-guide/
 Curry, D. (2020, October 30). Uber Eats Revenue and Usage Statistics (2020).
Business of Apps. Retrieved December 23, 2020, from
https://www.businessofapps.com/data/uber-eats-statistics/
 Iqbal, M. (2020, October 30). Deliveroo Revenue and Usage Statistics (2020).
Business of Apps. Retrieved December 23, 2020, from
https://www.businessofapps.com/data/deliveroo-statistics/
 https://help.deliveroo.com/en/articles/1934773-deliveroo-basics-the-how-what-and-
why
 Become an Uber Eats Restaurant Partner. (n.d.). Uber Eats. Retrieved December 23,
2020, from https://www.ubereats.com/restaurant/en-US/faq
 About foodpanda delivery service | We deliver, you enjoy! (n.d.). Foodpanda.
Retrieved January 21, 2021, from https://www.foodpanda.com/about/
 Delivery Hero. (2020, April 29). Quick commerce: pioneering the next generation of
delivery. Retrieved January 21, 2021, from
https://www.deliveryhero.com/blog/quick-commerce/
 Kentaro, I., & Kim, J. (2020, October 2). Delivery Hero bets on Asia as COVID fuels
food-delivery fight. Nikkei Asia. Retrieved January 22, 2021, from
https://asia.nikkei.com/Business/Startups/Delivery-Hero-bets-on-Asia-as-COVID-
fuels- food-delivery-fight

58
 Foodpanda. (2020, December 8). Foodpanda Expands Q-commerce in Asia with
MUJI, IKEA, Lawson, Tesco and Watsons. Retrieved January 22, 2021, from
https://www.foodpanda.com/2020/12/foodpanda-expands-q-commerce-in-asia-with-
muj i-ikea-lawson-tesco-and-watsons/
 SimilarWeb. (n.d.). foodpanda.hk. Retrieved March 8, 2021, from
https://www.similarweb.com/website/foodpanda.hk/#social
 Foodpanda Customer Service Story. (n.d.). Zendesk. Retrieved March 2, 2021, from
https://www.zendesk.com/customer/foodpanda/

59
 Appendix
Questionnaire
Dear Respondent,

This questionnaire is intended to assess Marketing Mix of Foodpanda in

Bangladesh. The data collected for this survey will be used only for MBA thesis. Kindly

give your valuable time and share the information in consistent with Practices Human

Resource Policies in your Organization.

Thanks.

Part I.

Gender

□ Male □ Female

Age (years)

18-30 years 31-40 Years 41-50 Years 50 Years and above

Marital Status

□ Married □ Unmarried

Education

□Secondary □Senior Secondary □ Graduate □Pos tGraduate

Experience

1-3 years 3-5 years 5-8 years 8-11 years More than 11 years
Monthly Income

Tk. 5000 – Tk. 20000 Tk. 20000 - Tk. 40000 Tk. 40000 - Tk. 60000 Tk. 60000 and above
Resident

Urban/ Semi Urban/ Rural

60
Section 2 – Marketing Mix of Foodpanda

Part II. Dear respondents, here are possible statements for the study; in this case I kindly

request you to show the extent of your agreement by putting " √" mark using the following

rating scale;

1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree

strongly disagre neutra agree strongly

Marketing Mix of
Foodpanda disagree e l agree

Foodpanda offers high quality

products

Purchased products are usually found

in good condition

I get all Fast Food & restaurant

products from Food panda

Different Variety of Fast Food &

Restaurants Products are available
to Food panda

I get same products to Food panda

at the similar on lower price than
restaurants

I can get a lower price if I buy

additional similar items

Foodpanda offers the overall

lowest price in the area

The price of the product is

reasonable

The Delivery charge is convenient

for me

Using Food panda is convenient

for me from my location

Fast checkout

Offers coupons in newspaper

advertisement

The promotions are always attractive

61
Seasonal promotions are available

overall, I am satisfied with this

Foodpanda

62