Working Title: Assessment of the Impact of Food Delivery Application on Consumer

Buying Behavior of Selected Residents in Santa Maria, Bulacan

A Research Paper

Presented to

Immaculate Conception I-College of Arts and Technology

In Partial Fulfilment

Of the Requirements for the Subject

Research

By

Buenaventura, Joebert G.

Buenaventura, Ricalyn R.

Diaz, Renan Cyrus T.

Halasan, Erika Mae

Ligan, Rose Ann

Maranan, Cleo Anne T.

BSTM-HRRO 4-3
 CHAPTER I

INTRODUCTION

The Problem and Its Background

Food is considered as part of the culture in the Philippines (Euromonitor, 2020). As

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

restaurant/food service industry in the future.

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

to explain it is as a process of providing value for consumers, particularly young people. It

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

and perspectives of their customers.

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

is connected (Kim, 2014).

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

they can buy it right away.

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

began to provide online delivery (Pozzi 2012; Relihan 2017).

 Consumer decision-making and product assessments are influenced by the information

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

usage. Alalwan, Dwivedi, and Rana (2017).

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

the application is effective and efficient.

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

convenient to use internet.

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.

INPUT PROCESS OUTPUT

.
 Impact of Food Delivery  Online Survey Assessed Impact of Food
Application on using Google form Delivery Application on
Consumers’ Buying Consumer Buying
Behavior  Data Gathering and Behavior of Residents in
Tabulation Sta. Maria, Bulacan

 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,

Tumana and Patag. It seeks to answer the following questions:

1. How may the impact of food delivery application on consumer buying behavior be

assessed in terms of:

1.1 Order conformity,

1.2 Delivery quality,

1.3 Meal quality,

1.4 Pricing?

2. What is the level of consumer buying behavior towards food delivery application?

3. What implications may be drawn based on the findings of the study?

Significance of the Study

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

significant and beneficial to the following:

 Community. Through this study, it will give information to the community about food

delivery application. This study will open the mind of the public to how food delivery

application affect the behavior in terms of choosing the foods.

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

consumers' buying behavior.

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

researchers will also know about the consumer buying behavior

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

in conducting new research.

Assumption of the Study

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,

according to the findings of this study.

Scope and Limitation

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 – is a meal delivery service in which food is delivered to a customer by a

restaurant, store, or independent food delivery company.

Food Delivery Application - Is a mobile application that allows users to order food from any

restaurant in a given are using their smartphone or tablet.

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.

Meal Quality –Standard of the food that serve by restaurant.

Order Conformity – Behavior in ordering.

Pricing – The cost that consider in specified thing.

Technology - The Application of scientific knowledge to real-world problems, particularly in

industry.
 Chapter II

Review of Related Literature and Studies

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

thesis, and related materials were reviewed in the current studies.

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

Consumers make a repurchase decision after an evaluation process in the field of

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

circumstances, i.e., conditional aspects of consumption (Sheth et al., 1991).

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

orders (Cai and Jun, 2003).

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

consumer perception of mobile food ordering apps (Kimes, 2011).

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

According to (Masterson 2001) he discovered that service provider consumer-focused

personal and social actions were positively connected to consumer satisfaction. Consumer

satisfaction is related to company profitability, consumer loyalty, good word-of-mouth referrals,

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

intentions (Dodds et al., 1991).

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

will be determined by their online purchase intention in the web-shopping environment

(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

satisfaction rather than profit (Nicolaides, 2008).

Synthesis

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) 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

have meals delivered to their homes. (Oyedele, 2018)

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

Methodology of the Study

This chapter aims to discuss the Research Design, Research Locale, Sample and

Sampling Techniques, The Subject, Research Instrument, Validation of the Instrument, Data

Gathering Procedure, Data Processing, Statistical Tool, Process and Treatment.

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

conclusion s and recommendation.

Research Locale

This study includes the citizens of selected barangay in Santa Maria, Bulacan, who have

experience ordering food through the food delivery application.

Sample and Sampling Techniques

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

respondents must be:

1. The respondent who experience ordering food through food delivery application.

2. The respondent must be between the ages of 17 and above.

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

The gathering of data will be through a self-made semi-structured questionnaire. The

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

application on consumer buying behavior be assessed in terms of order conformity, 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

findings in this study.

Validation of the Instrument

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.

Statistical Tool, Process and Treatment

The researchers used descriptive statistics for the treatment. The treatment will be used in

the study are:

1. Online survey questionnaire through Google form will be the tool to collect data.

2. Data will be tallied and arranged for analysis and interpretation.

3. For the number of the respondents and demographic profile, frequency counts and

percentages will be used.

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:

Scale Range Descriptive Rating

4 3.50 – 4.00 Always
3 2.50 – 3.49 Sometimes
2 1.50 – 2.49 Seldom
1 1.00 – 1.49 Never
 Chapter 4

This chapter present the presentation, analysis and the interpretation of data.

Assessment of the Impact of Food Delivery Application on Consumer Buying Behavior

Table 1.1
Order Conformity
Tota
Factors 1 2 3 4 l WM Interpretation
1. I read the online reviews before ordering in food
delivery application. 6 22 126 56 210 3.10 Sometimes
2. I am motivated to buy food because of the features
online. 3 44 130 33 210 2.92 Sometimes
3. I feel satisfied with the overall service of food delivery
applications and it encouraged me to order foods. 3 26 136 45 210 3.06 Sometimes
4. I am satisfied to the quality of food upon delivery. 4 21 144 41 210 3.06 Sometimes
 Total Mean           3.04 Sometimes

Table 1.1 shows the number of respondents in order conformity that describes how the

impact of food delivery application on consumer buying behavior.

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

Factors 1 2 3 4 Total WM Interpretation

1. Food from a food delivery service is always hot
2 24 133 51 210 3.11 Sometimes
when it arrives of my house.
2. I always received the food in good condition. 3 12 128 67 210 3.23 Sometimes
3. It is worth it to buy to the food delivery, to lessen the
1 17 111 81 210 3.30 Sometimes
time to go outside.
4. I always received the food on the promise time. 2 18 141 49 210 3.13 Sometimes

Total Mean           3.19 Sometimes

Table 1.2 shows the assessment of the impact of food delivery applications on consumer

buying behavior in the factors of delivery quality.

 To attain maximum client pleasure, service providers must concentrate on service quality,

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

Factors 1 2 3 4 Total WM Interpretation

1. When I order through the food delivery application, the 2
2 140 42 210 3.06 Simetimes
food is valuable based on the price. 6
2. I feel great to the quality of products and it influence 3
2 142 36 210 3.01 Somtimes
me to order. 0
3. I am not satisfied in the quality of food using delivery 5
25 110 16 210 2.56
application. 9 Sometimes
4. I cannot easily decide ordering food through the food 5
4 119 28 210 2.81
delivery application. 9 Sometimes
Total Mean           2.94 Sometimes

Table 1.3 shows the number of respondents in meal quality that describe how may the

impact of food delivery applications on consumer buying behavior.

 Analysis of the data presented in table 1.3 revealed in the meal quality that sometimes 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

of Online Food Delivery Services.

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

meal delivery applications on consumer buying behavior.

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.

Level of the Consumer Buying Behavior towards Food Delivery Application

Table 2

Consumer Buying Behavior

Factors 1 2 3 4 Total WM Interpretation
17. I become impulsive buyer when ordering food 1
66 110 210 2.60
online. 7 Sometimes
18. When I see interesting offer on food application, 1 1
62 125 210 2.67
I tend to buy. 0 3 Sometimes
 19. I felt irritable when I haven't been able to order 2 1
65 106 210 2.53
food. 4 5 Sometimes
20. It is difficult for me when deciding to purchase 1
6 74 111 210 2.68
food products online. 9 Sometimes
21. I am satisfied to be able to order food at any time 2
2 62 125 210 2.79
in Food delivery application. 1 Sometimes
2
22. I used to buy in food delivery application. 5 63 122 210 2.75
0 Sometimes
23. My purchasing habits are influenced by the 1
6 67 123 210 2.69
culture of my society. 4 Sometimes
24. When I buy food through online, I consider other 1
5 66 120 210 2.73
people's opinion. 9 Sometimes
25 I think food advertising does encourage me to 1
1 70 120 210 2.75
purchase food online. 9 Sometimes
26. I feel anxious when ordering in food delivery 2
118 60 7 210 2.23
application. 5 Seldom
Total Mean           2.64 Sometimes

Table 2 shows the number of respondents in Consumer Buying Behavior that describe

how the impact of Food Delivery Applications in consumer buying behavior.

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

habits are influenced them by the culture of society (Indicator 7, M=2.69).

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

consumers' behavioral responses to other technology-enabled services, such as mobile apps

(Arpaci, 2016).

Implications drawn from the Findings of the Study

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

to their homes. (Oyedele, 2018).

 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

significant impact in influencing consumer purchasing behavior.

 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

Summary, Conclusion, and Recommendation

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

meaningful to Food Delivery Application users.

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

behavior be assessed in terms of:

1.1. Order conformity

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

food delivery applications.

1.2. Delivery quality

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.

1.3. Meal quality

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

average mean on consumer buying behavior is 2.64 with a descriptive interpretation of

"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

to their homes. (Oyedele, 2018).

 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

significant impact in influencing consumer purchasing behavior.

 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)

Conclusion

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

food delivery application.

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

when using the food delivery application.

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

of respondents obtain information and brand exposure through social media.

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

with more varied samples, variables, surveys, and measurement techniques.

4. Future researchers may broaden the coverage of their research by expanding the scope

of the study, statistical treatment and sample population.

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Appendices
Appendix A: Letter of Approval
 IMMACULATE CONCEPTION INTERNATIONAL
College of Arts and Technology

September 28, 2021

Dear Mr. Ronald John A. Cristobal

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.

Thank you and God bless!

Sincerely yours,

Diaz, Renan Cyrus T.

BSTM-HRRO 4-3
0963-452-2243

Approved by: Noted by.

Mr. Ronald John A. Cristobal Ms. Kristine Mae P. Policarpio
Research Adviser Subject Professor

Appendix B: Instrument of the Study

1. Demographic Profile
1.1.1. Age:
 [ ] (17 – 18) [ ] (19 – 20) [ ] (21 – 22) [ ] (23 – 24)
1.2. Sex
[ ] Female [ ] Male
1.3. Location
[ ] Patag [ ] Tumana [ ] Caypombo
1.4. Occupation
[ ] Working [ ] Students
Direction: Please rate the following on a scale of 4-1 by simply checking the table, with 4 being always
and 1 being never.
4 – Always 3 – Sometimes 2 – Seldom 1 – Never

  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.        

Consumer Buying Behavior

17. I become impulsive buyer when ordering food online.        

18. When I see interesting offer on food application, I tend to buy.        
19. I felt irritable when I haven't been able to order food.        
20. It is difficult for me when deciding to purchase food products online.        
21. I am satisfied to be able to order food at any time in Food delivery app.        
22. I used to buy in food delivery app.        
23. My purchasing habits are influenced by the culture of my society.        
24. When I buy food through online, I consider other people's opinion.        
25. I think food advertising does encourage me to purchase food online.        
26. I feel anxious when ordering in food delivery app.        

Appendix C: Letter for Statistician

IMMACULATE CONCEPTION INTERNATIONAL

 College of Arts and Technology

December 18, 2021

Dear Mrs. Rona Rachel Caberos-Lim

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 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.

In recognition of your competence, expertise and professional experiences, the

researchers are requesting you to be our statistician. Your comments and/or suggestions will be
considered as significant input in putting the research to its whole paper.

Thank you and God bless!

Sincerely yours,

Diaz, Renan Cyrus T.

BSTM-HRRO 4-3

Approved by: Noted by.

Mrs. Rona Rachel Caberos-Lim Ms. Kristine Mae P. Policarpio
Statistician Subject Professor

Joebert Gaddi Buenaventura

#67 Sitio Centro, Bulac, Santa Maria, Bulacan
0966-962-0124
[email protected]

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

SEMINARS/ TRAINING/ WORKSHOP ATTENDED

Bar Mixology Seminar and Workshop

January 31, 2020
Santa Maria, Bulacan
Kitchen Live: Bread and Pastry Techniques and Demonstration
Immaculate Conception I-College of Arts and Technology
February 27, 2021

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

Kristine Mae P. Policarpio  Immaculate Conception I-College of Arts and Technology

Subject Area Coordinator
Tourism and Hospitality Management Department
0995-920-8310

I hereby certify that the above information is true and correct to the best of my
knowledge.

____________ _________________
BUENAVENTURA JOEBERT G.

Ricalyn Rivera Buenaventura

#249 Sitio Putol, Bulac, Santa Maria, Bulacan
0936-300-1778
[email protected]

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

SEMINARS/ TRAINING/ WORKSHOP ATTENDED

Technical Education and Skills Development
NC II in Food and Beverages Services
Immaculate Conception I-College of Arts and Technology
July 2019

Bar Mixology Seminar and Workshop

Santa Maria, Bulacan
January 31, 2020

Kitchen Live: Bread and Pastry Techniques and Demonstration

Immaculate Conception I-College of Arts and Technology
February 27, 2021

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

Kristine Mae P. Policarpio  Immaculate Conception I-College of Arts and Technology

Subject Area Coordinator
Tourism and Hospitality Management Department
0995-920-8310

I hereby certify that the above information is true and correct to the best of my
knowledge.

_____________________________
BUENAVENTURA, RICALYN R.

Renan Cyrus Taga-oc Diaz

#602 Mercadal Street, Bulac, Santa Maria, Bulacan
09634522245
[email protected]
EDUCATIONAL ATTAINMENT

Tertiary - Immaculate Conception I-College of Arts and Technology

Santa Maria, Bulacan
2018 – Present
Secondary - Sacred Heart Academy
Poblacion, Santa Maria, Bulacan
2012-2018

Primary - Miguel M. Cruz Memorial School

 Bulac, Santa Maria, Bulacan
2005 – 2012

SEMINARS/ TRAINING/ WORKSHOP ATTENDED

Bar Mixology Seminar and Workshop
January 31, 2020
Santa Maria, Bulacan

Kitchen Live: Bread and Pastry Techniques and Demonstration

Immaculate Conception I-College of Arts and Technology
February 27, 2021

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.

Erika Mae Halasan

#1107 Francisco st., Turo. Bocaue, Bulacan
0936-328-5725
[email protected]

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 - Central Elementary School
Mendoza St., Santa Maria, Bulacan
2005 – 2012

SEMINARS/ TRAINING/ WORKSHOP ATTENDED

Bar Mixology Seminar and Workshop

 January 31, 2020
Santa Maria, Bulacan

Kitchen Live: Bread and Pastry Techniques and Demonstration

Immaculate Conception I-College of Arts and Technology
February 27, 2021

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

ROSE ANN DENAYA LIGAN

Blk 12 Lot 53 Barangay Caypombo,
Santa Maria,Bulacan.
09981887650
[email protected]

EDUCATIONAL ATTAINMENT

Tertiary - Immaculate Conception I-College of Arts and Technology

Santa Maria, Bulacan
2018 – Present
Secondary - Maysan National High School
Maysan Road, Valenzuela City
2012-2015
Primary - Maligaya Elementary School
Pasong Putik, Quezon City
2005 – 2012

SEMINARS/ TRAINING/ WORKSHOP ATTENDED

Bar Mixology Seminar and Workshop

January 31, 2020
Santa Maria, Bulacan
 Challenges, Changes, Chances Looking Beyond the Future of Hospitality and Tourism
Industry
February 27, 2021
Apprising the Significance of Responsible Travel and Sustainable Tourism
November 5, 2021

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.

Cleo Anne Taguinota Maranan

Blk 20 Lot 23 Area H City of San Jose Del Monte, Bulacan
0930-808-2653
[email protected]

EDUCATIONAL ATTAINMENT

Tertiary - Immaculate Conception I-College of Arts and Technology

Santa Maria, Bulacan
2018 – Present
Secondary - San Jose Del Monte Trade Schol
2012 – 2018
Primary - Mater El-Roi School Inc.
2005 – 2012

SEMINARS/ TRAINING/ WORKSHOP ATTENDED

Looking Beyond the future of Hospitality and Tourism Industry

February 27, 2021
Impacts and Surviving Strategies in Tourism and Hospitality Industry amid Covid-19
February 27, 2021
Bread and Pastry Techniques and Demonstration
February 27, 2021
 PERSONAL INFORMATION

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.