Business Research | FOOD PANDA

A STUDY OF FOOD PANDA AD
RESEARCH PROPOSAL REPORT
BUSINESS RESEARCH
METHODS

TABLE OF CONTENTS
 Introduction
 Background
 Business Problem
 Research Objectives
 Research Limitations
 Expected outcomes
 Literature Review
 Industry Overview
 Global Perspective
 Local Perspective
 Knowledge gap
 Research Methodology
 Research Method
 Target Population
 Sample & Sampling Technique
 Data Collection Method
 Data Collection Instrument
 Timeline
 Analysis
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RESEARCH PROPOSAL
INTRODUCTION
Background
Foodpanda is an online food and grocery delivery platform founded by a small group of problem
solvers, designers, and thinkers that worked around the clock to make the company the most
powerful online meal delivery platform. Currently owned by Delivery Hero. Foodpanda operates as
the lead brand for Delivery Hero in Asia, with its headquarters in Singapore. It is currently the
largest food and grocery delivery platform in Asia, outside of China, operating in 12 markets across
Asia and four markets across Europe.
Foodpanda not only provides a service that allows consumers to easily locate meals in their
neighborhood and instantly order their favorite dishes online or via mobile devices, but it also gives
more internet visibility for businesses, which can lead to increased revenue. Foodpanda processes
and sends orders directly to partner restaurants and then delivers the meals by delivery riders to the
customers. The service is available via its websites and mobile applications. It connects customers
with restaurants that offer food delivery in their area and lets them choose, order, and pay
online/offline. Customers order food by entering their postcodes on the site and browsing for food
from a list of restaurants. They can create meals by browsing restaurant menus and selecting items
they want to order before entering an address and proceeding to the checkout. Foodpanda sends out
an SMS to confirm orders and their estimated delivery time. Foodpanda also has a review section on
restaurant pages, where customers can comment on the sales process, delivery, taste, and overall
impression of restaurants.
Foodpanda not only delivers, but also results, and they always go above and beyond to make their
clients' experiences unforgettable. It also means that people will be able to enjoy wonderful meals on
a daily basis, ranging from colorful salads to nutritious workplace lunches to delicious family-sized
pizzas. Foodpanda can meet any of its customers' wants or desires. Online Foodpanda experience
that includes "Staying in the office for lunch? Are you sick of the same takeaways? No more
wondering what is available or around you" to allow their customers to save time without leaving the
house. Foodpanda offers online menus from a massive selection of delivery restaurants near you, and
all you have to do is enter your location and search for food type, ordering food filtered to your needs
has never been easier. Food Panda started in Pakistan in 2012 and has been performing really well
since then.
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Business Problem
On March 26th, Foodpanda Pakistan broadcasted a new commercial featuring upcoming singing
sensation Shae Gill. The advertisement was intended to greet the Holy Month of Ramadan, but it
included singing, which received criticism on different social media platforms.
Controversial advertisements can generate unfavourable publicity, lowering employee morale,
increasing voluntary turnover, and decreasing sales. Negative publicity for businesses leads to a
decrease in customer growth, with the possibility of losing good consumers as well due to smear
campaigns or other types of unfavorable content online.
Research Question - How did existing and potential customers react to food panda's Ramadan
ad?
Research Objectives
- Determine the relationship between a controversial ad and customer loyalty.
- Predict how a controversial element would deter customers from using a particular brand.
- Determine the significance of customer perception towards a controversial ad.
- Determine if there is any impact of customer satisfaction on customers’ perception of a
controversial ad.
Research Limitations
- Sample is not very diverse.
Although we were hoping to get a diversified sample but since we had to depend on online
channels to distribute our questionnaire, we were only able to gain insight from a specific
audience which may affect the accuracy of our research.
- Limited time.
Due to numerous projects and strict deadlines we had limited time to work on this particular
project hence can lead to errors in the result.
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