Market Research about Hong Kong Online Food Delivery Services
Added on 2022-11-13
75 Pages19796 Words126 Views
Running head: MARKET RESEARCH
Market research about Hong Kong online food
delivery services
Name of the student
Name of the university
Author note
Market research about Hong Kong online food
delivery services
Name of the student
Name of the university
Author note
MARKET RESEARCH1
Declaration
I hereby declare that the project titled “Market research about Hong Kong
online food delivery services” is my own work and I have carried this out
under the supervision of _________.
I also certify that the work is my own original work and the work has not been
submitted to any other university. The guidelines mentioned by the University
has been followed in the report. We have provided credit to the authors by
citing their work at all times.
Declaration
I hereby declare that the project titled “Market research about Hong Kong
online food delivery services” is my own work and I have carried this out
under the supervision of _________.
I also certify that the work is my own original work and the work has not been
submitted to any other university. The guidelines mentioned by the University
has been followed in the report. We have provided credit to the authors by
citing their work at all times.
MARKET RESEARCH2
Abstract
The research aimed to examine the food industry in the Hong Kong to
understand the current scenario in the market, preference of the consumers
and the way the market trends are changing. The literature review evaluated
the different internal and external factors affecting the consumer repurchase
intention to understand the factors that has to be focused on by the
companies in the market. The research used a mono method where primary
data has been collected to perform quantitative through of 100 respondents in
Hong Kong. The findings have tested all the hypotheses mentioned in the
literature review section and had identified factors relevant to the evaluated
market.
Abstract
The research aimed to examine the food industry in the Hong Kong to
understand the current scenario in the market, preference of the consumers
and the way the market trends are changing. The literature review evaluated
the different internal and external factors affecting the consumer repurchase
intention to understand the factors that has to be focused on by the
companies in the market. The research used a mono method where primary
data has been collected to perform quantitative through of 100 respondents in
Hong Kong. The findings have tested all the hypotheses mentioned in the
literature review section and had identified factors relevant to the evaluated
market.
MARKET RESEARCH3
Acknowledgements
I would like to express my gratitude and appreciation to my supervisor,
__________ who has supported and advised at all times throughout the
course of the study. I would also like to give special thanks to my unit
coordinator, _________ for assisting and encouraging me to take up this
research topic. My special thanks to the respondents for cooperative with me
and helping me to complete this survey.
Acknowledgements
I would like to express my gratitude and appreciation to my supervisor,
__________ who has supported and advised at all times throughout the
course of the study. I would also like to give special thanks to my unit
coordinator, _________ for assisting and encouraging me to take up this
research topic. My special thanks to the respondents for cooperative with me
and helping me to complete this survey.
MARKET RESEARCH4
Table of Contents
Chapter One: Introduction.................................................................................7
1.0 Introduction..............................................................................................7
1.1 Background of the study..........................................................................7
1.2 Research problem....................................................................................8
1.3 Research rationale...................................................................................9
1.4 Research objective.................................................................................10
1.5 Research questions...............................................................................10
1.6 Organisation of the study.......................................................................10
1.7 Summary................................................................................................12
Chapter Two: Literature review.......................................................................13
2.1 Introduction............................................................................................13
2.2 Global online food delivery market........................................................13
2.3 Online Food delivery services................................................................16
2.4 Consumer Perception on food delivery services...................................18
2.4.1 Hedonic motivation.............................................................................19
2.4.2 Prior experience of online purchase...................................................20
2.4.3 Time saving orientation.......................................................................22
2.4.4 Price saving orientation.......................................................................23
2.5 Other Critical success factors in the industry.........................................24
2.5.1 Information..........................................................................................24
2.5.2 System quality.....................................................................................25
2.5.3 Design Quality.....................................................................................26
2.5.4 Technology Acceptance model...........................................................26
2.6 Conceptual Framework..........................................................................28
2.7 Literature gap.........................................................................................28
2.8 Summary................................................................................................29
Table of Contents
Chapter One: Introduction.................................................................................7
1.0 Introduction..............................................................................................7
1.1 Background of the study..........................................................................7
1.2 Research problem....................................................................................8
1.3 Research rationale...................................................................................9
1.4 Research objective.................................................................................10
1.5 Research questions...............................................................................10
1.6 Organisation of the study.......................................................................10
1.7 Summary................................................................................................12
Chapter Two: Literature review.......................................................................13
2.1 Introduction............................................................................................13
2.2 Global online food delivery market........................................................13
2.3 Online Food delivery services................................................................16
2.4 Consumer Perception on food delivery services...................................18
2.4.1 Hedonic motivation.............................................................................19
2.4.2 Prior experience of online purchase...................................................20
2.4.3 Time saving orientation.......................................................................22
2.4.4 Price saving orientation.......................................................................23
2.5 Other Critical success factors in the industry.........................................24
2.5.1 Information..........................................................................................24
2.5.2 System quality.....................................................................................25
2.5.3 Design Quality.....................................................................................26
2.5.4 Technology Acceptance model...........................................................26
2.6 Conceptual Framework..........................................................................28
2.7 Literature gap.........................................................................................28
2.8 Summary................................................................................................29
MARKET RESEARCH5
Chapter three: Research Methodology...........................................................30
3.1 Introduction............................................................................................30
3.2 Research Philosophy.............................................................................30
3.3 Research Approach...............................................................................31
3.4 Research Design....................................................................................32
3.5 Data collection and Analysis..................................................................32
3.6 Sampling process...................................................................................33
3.7 Reliability and Validity............................................................................33
3.8 Ethical consideration..............................................................................34
3.9 Summary................................................................................................34
Chapter Four: Data Description.......................................................................36
4.1 Reliability and Validity............................................................................36
4.2 Descriptive Data.....................................................................................39
4.3 Correlation Matrix...................................................................................44
4.4 Regression analysis and hypothesis testing..........................................48
4.4.1 Hypothesis 1.......................................................................................48
4.4.2 Hypothesis 2.......................................................................................50
4.4.3 Hypothesis 3.......................................................................................51
4.4.4 Hypothesis 4.......................................................................................52
4.4.5 Hypothesis 5.......................................................................................53
4.4.6 Hypothesis 6.......................................................................................54
4.4.7 Hypothesis 7.......................................................................................55
4.4.7 Hypothesis 8.......................................................................................56
Chapter Five: Data Analysis............................................................................58
Chapter Six: Conclusions and Recommendations..........................................64
6.1 Conclusion.............................................................................................64
6.2 Key Findings..........................................................................................65
Chapter three: Research Methodology...........................................................30
3.1 Introduction............................................................................................30
3.2 Research Philosophy.............................................................................30
3.3 Research Approach...............................................................................31
3.4 Research Design....................................................................................32
3.5 Data collection and Analysis..................................................................32
3.6 Sampling process...................................................................................33
3.7 Reliability and Validity............................................................................33
3.8 Ethical consideration..............................................................................34
3.9 Summary................................................................................................34
Chapter Four: Data Description.......................................................................36
4.1 Reliability and Validity............................................................................36
4.2 Descriptive Data.....................................................................................39
4.3 Correlation Matrix...................................................................................44
4.4 Regression analysis and hypothesis testing..........................................48
4.4.1 Hypothesis 1.......................................................................................48
4.4.2 Hypothesis 2.......................................................................................50
4.4.3 Hypothesis 3.......................................................................................51
4.4.4 Hypothesis 4.......................................................................................52
4.4.5 Hypothesis 5.......................................................................................53
4.4.6 Hypothesis 6.......................................................................................54
4.4.7 Hypothesis 7.......................................................................................55
4.4.7 Hypothesis 8.......................................................................................56
Chapter Five: Data Analysis............................................................................58
Chapter Six: Conclusions and Recommendations..........................................64
6.1 Conclusion.............................................................................................64
6.2 Key Findings..........................................................................................65
MARKET RESEARCH6
6.3 Recommendation...................................................................................66
References.......................................................................................................67
Appendix..........................................................................................................73
6.3 Recommendation...................................................................................66
References.......................................................................................................67
Appendix..........................................................................................................73
MARKET RESEARCH7
CHAPTER ONE: INTRODUCTION
1.0 INTRODUCTION
This study aims to examine the food industry in the Hong Kong to
understand the current scenario in the market, preference of the consumers
and the way the market trends are changing. China is one of the largest
growing economies in the world and there has been significant increase in
competition in the market due to the presence of strong competitors in the
market. Hong Kong is one of the leading tourists’ spots for Asian countries
with diversity in culture and food. This study highlights the road map for
success in this highly competitive environment by performing extensive
research on the given topic.
1.1 BACKGROUND OF THE STUDY
In the past few years, the digital food courier services have expanded
significantly in Hong Kong. Foodpanda is the restaurant aggregators for
Rocket Internet at the global platform and they have been able to expand their
business significantly which is represented by the US$60 million acquired
from existing and new investors for growth and development (Woodhouse,
2016). The arrival of multiple online food ordering services have fuelled up a
new trend in the city. This has also affected the local diners working as it has
affected the way they are ordering food due to the access they are getting to
diverse cuisines (In, 2014). The online delivery service have come a long way
after entering the Hong Honk food and beverage industry in the past five to six
years. Hong Kong, being one of the most lucrative places for food and
beverage services, the competition has increased significantly and with the
market entry of another industry giant, British company, Deliveroo has entered
the market (Leung, 2019). Moreover, the company offered subscription plans
for the consumers at HK$98 which waives of all the monthly delivery cost
(Leung, 2019). Consumers in Hong Kong are also price sensitive, even
though they have high disposable income.
Uber Eats, Foodpanda and Deliveroo can be considered as the three
major players in the Hong Kong market where Deliveroo enjoy the lions share
in the market. However, the new subscription services has been developed to
CHAPTER ONE: INTRODUCTION
1.0 INTRODUCTION
This study aims to examine the food industry in the Hong Kong to
understand the current scenario in the market, preference of the consumers
and the way the market trends are changing. China is one of the largest
growing economies in the world and there has been significant increase in
competition in the market due to the presence of strong competitors in the
market. Hong Kong is one of the leading tourists’ spots for Asian countries
with diversity in culture and food. This study highlights the road map for
success in this highly competitive environment by performing extensive
research on the given topic.
1.1 BACKGROUND OF THE STUDY
In the past few years, the digital food courier services have expanded
significantly in Hong Kong. Foodpanda is the restaurant aggregators for
Rocket Internet at the global platform and they have been able to expand their
business significantly which is represented by the US$60 million acquired
from existing and new investors for growth and development (Woodhouse,
2016). The arrival of multiple online food ordering services have fuelled up a
new trend in the city. This has also affected the local diners working as it has
affected the way they are ordering food due to the access they are getting to
diverse cuisines (In, 2014). The online delivery service have come a long way
after entering the Hong Honk food and beverage industry in the past five to six
years. Hong Kong, being one of the most lucrative places for food and
beverage services, the competition has increased significantly and with the
market entry of another industry giant, British company, Deliveroo has entered
the market (Leung, 2019). Moreover, the company offered subscription plans
for the consumers at HK$98 which waives of all the monthly delivery cost
(Leung, 2019). Consumers in Hong Kong are also price sensitive, even
though they have high disposable income.
Uber Eats, Foodpanda and Deliveroo can be considered as the three
major players in the Hong Kong market where Deliveroo enjoy the lions share
in the market. However, the new subscription services has been developed to
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