Investigating the opportunities and challenges influencing consumer purchase behaviors and media influence in online food ordering

A thematic analysis

Bibliographic Data

ID21295352
AuthorsSudharshini Vasan (0000-0003-1426-048X, The NorthCap University), Akshat Aditya Rao (0000-0003-1149-8513, The NorthCap University), Nimit Gupta (0000-0002-9207-2620, University of the Fraser Valley)
Year2025
Volume127
Issue6
Pages1984-1998
Publication date2025-05-20
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-10-2024-1071
OpenAlexW4408209129
LanguageEN
References cited36

Purpose This study has two main objectives. First, it aims to identify the opportunities and challenges influencing consumer purchase behaviors when ordering food through food aggregator platforms. Second, it seeks to determine consumer preferences for paid, owned and earned media (POEM) channels in the context of food aggregators. Design/methodology/approach Data were collected through semi-structured interviews with consumers who ordered food via aggregator platforms. Qualitative data analysis was conducted using NVivo 14. Findings The study identifies eight key themes representing the opportunities and challenges faced by food aggregators: (1) Streamlining and transparency in charges, (2) Enhancing speed, quality and reliability of delivery services, (3) Strategizing discounts and promotions to maximize customer engagement, (4) Ensuring food quality, packaging and accuracy in delivery, (5) Diversifying payment portfolios to cater to different customers, (6) Streamlining the ordering process and timely addressing of issues, (7) Normalizing pricing issues and (8) Ensuring the safety of delivery agents. The results indicate consumer preferences for POEM channels, showing a preference for earned media first, followed by owned media, with paid forms of communication ranking last. Research limitations/implications The study enhances the understanding of consumer perceptions and the dynamics of media influence on purchasing decisions, contributing valuable insights to the existing body of knowledge. Practical implications The qualitative analysis highlights critical themes and areas that brands must address to maintain customer satisfaction. Identifying opportunities and challenges allows food aggregators to prioritize strategic initiatives effectively. Additionally, understanding customer preferences for POEM channels enables marketers to tailor their communication strategies to better align with consumer expectations. Social implications The study highlights that while food aggregators provide convenience and flexibility for consumers, major concerns such as the quality and packaging of delivered food as well as the safety of delivery partners, also influence customer decisions when ordering through aggregators. Originality/value This research is novel in its approach, providing an in-depth qualitative analysis that captures the nuanced perspectives of consumers using food aggregators. By analyzing customer interactions and feedback, the study aims to offer actionable insights for enhancing service quality and meeting consumer expectations

Advertising · Business · Consumer behaviour · Qualitative research · Sociology · Thematic analysis · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Marketing · Technology Adoption and User Behaviour

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