Research on current consumer behaviour towards online food delivery in Spain

Food delivery services have become an increasingly important part of the food industry in recent years, and Spain is no exception. However, it wasn’t until the emergence of mobile apps and online platforms that food delivery services really took off worldwide. In recent years, food delivery services in Spain have experienced significant growth due to the increasing demand from consumers for convenience and speed in their food consumption. This growth has been further accelerated by the COVID-19 pandemic, which has led to a surge in demand for food delivery services as people spend more time at home (Ahuja. K, 2021). As for what defines a food delivery service in this thesis, it is the web platform or application platform where consumers have a wide variety of food choices from different brands and restaurants around their vicinity such as McDonalds, Burger King, and your local bar. The food is then delivered in a timely manner to the consumer by a delivery person. As highlighted, this thesis does not consider platforms where the consumer has only one available brand such as Telepizza and Dominos App as well as other web or app platforms that specialize in delivering raw food such as Deliberry and BuyFresco. As food delivery services continue to gain popularity, it is important to understand what factors drive consumer behavior in this industry. This thesis aims to investigate what consumers value when approaching food delivery services, and how this varies across frequent users, average users, and low-frequency users. To achieve this, the thesis will draw on a range of sources, including academic articles and previous research studies. By examining these and other sources, this thesis aims to shed light on the key factors that drive consumer behavior in the food delivery industry in Spain. The findings of this research will be of interest to food delivery companies and other stakeholders in the industry, as they seek to better understand and meet the needs of their customers.

Authors dc:creator

• Kok Tze Kong, Asriel
• Krishna, Sundharesan

Advisor dc:contributor.advisor

• Fernández Bo, María

• Administración
• Administration
• MBA
• Alimentación
• Plan Estratégico
• Plan de Marketing
• marketing plan
• Food Delivery in Spain

Statement dc:rights

• Attribution-NonCommercial-NoDerivatives 4.0 Internacional

Licence dc:rights.uri

• http://creativecommons.org/licenses/by-nc-nd/4.0/

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/10952/7634

OAI identifier oai:identifier

oai:repositorio.ucam.edu:10952/7634