Year of Graduation
Food Delivery Market: Consumer Choice Factors
As many other Internet businesses online food delivery market in Russia has started developing relatively recently and marketing campaigns of companies operating in it are mostly aiming for aggressive customer base acquisition through large discount offerings. However, customers’ loyalty should also be supported by other factors besides lower prices otherwise majority of consumers would leave after discount period is over. And in the current market conditions, in which priority is given to building up the consumer base, research on sustainable consumer choice factors is particularly relevant. This study examines the key factors influencing consumer choice in online food delivery market on sample of those who have already tried these services. The empirical analysis revealed the following significant consumer factors in online food delivery market: variety of food, variety of restaurants, taste of food, quality of food package and delivering in time.