Online Food Consumption Behavior of ABM Grade 12 Students During Quarantine

A Research Paper Presented to

The Faculty of the Senior High School of the

LICEO De La Salle

Bacolod City

Celis, Reinhard Martin

Gomia, Xyza Kate

Lumapan, Katherine

Nocquiao, Hannah Grace

Requitillo, Joehaney Marie

Sajo, Kirk Patrick

November 3, 2020
STATEMENT OF THE PROBLEM

Generally, this study aims to determine the online food consumption behavior of ABM grade

12 students during the quarantine.

Specifically, it seeks to answer the following problems:

A. The amount of money spent on online food delivery weekly.

B. Consistency of ordering food online weekly.

C. The possible reasons for online food consumption.

D. Level of satisfaction to online food consumption

 Results and Discussion

This section of the paper presents the analysis and interpretation of the data collected from

the survey conducted on Grade 12 ABM students of Liceo De lasalle, Bacolod. The self-made-

questionnaire that is used in this study is divided into four parts namely; the amount of money

spent on online food delivery weekly, consistency of ordering food online weekly, the possible

reasons for online food consumption, and the level of satisfaction to online food consumption

The amount of money spent on online food delivery weekly

Table 1 shows the amount spent on online delivery food weekly. The table includes

different choices of applications when using online food delivery such as; Food Panda, Grab Food,

Maxim, Tapao, and respondents can openly put what application they use that is not mentioned

among the choices. Data showed that 20% used Grab Food, 61.5% used Food Panda, and 13.8% of

respondents answered their preferred application, while the rest of the respondents chose Maxim

and Tapao Food Application.

Figure 1.1 Application used when ordering food

Mobile Application f %

Food Panda 40 61.5

GrabFood 13 20

Maxim 2 3.1

Tapao 1 1.5
 Others 9 13.8

Total 65 100

The table also includes the time respondents usually purchase online. Gathered data shows

that 4.6% of the respondents purchased food online at breakfast time, 40% lunchtime, 26.2 dinner

time, 76.9% snack time, and 3.1% of respondents' answers are not among the given choices.

Figure 1.2 Time ABM students usually purchase food online

Time of the Day f %

Breakfast 3 4.6

Lunch 26 40

Dinner 17 26.2

Snack 50 76.9

Others 2 3.1

Total

65 100

As well as the table shows the amount of money the respondents spent on online food

weekly; 24.6% answered Php 201.00-300.00, 18.35% answered Php 301.00-400.00, 16.9% chose
Php 101.00-200.00, while the other 16.9% respondents chose Php 501.00 and up, 12.3% Php

401.00-500.00, and the remaining 10.8% answered Php 100.00 and below.

Figure 1.3. Amount of money spent in ordering food online

Amount of Money f %

100 and below 7 10.8

101-200 11 16.9

201-300 16 24.6

301-400 12 18.5

401-500 8 12.4

501 and up 11 16.9

Total 65 100

Consistency of ordering food online weekly

The table presents respondents consistency in terms of ordering food online. 87.7% of the

respondents order food online 1-2 times a week, 6.4% order food online 3-4 times a week, the

4.6% answered more than 6th times a week, the remaining 1.5% chose to answer 5-6 times a week.

Results show that the respondent's consistency in terms of ordering food online is dependent on the

situation right now. This concludes that the consistency of respondents in purchasing food online

may change if the COVID-19 did not happen. According to O'Bryne, 2020 countries dominating

the growth in the food delivery industry include the United States, in February, 21 percent of
consumers ordered edible or perishable groceries online, up from 18 percent in the same month

last year. NPD Research Group, 2020 stated that the increase is attributed to fears of COVID-19

contamination. The eCommerce-spend on food deliveries in the current surge, still to be

calculated, will, without doubt, boost the AU$2.6 billion splurged each year by Australians on

food and drink delivery.

Figure 2. Consistency of ordering food online

Consistency f %

1-2 times a week 57 87.7

3-4 times a week 4 6.2

5-6 times a week 1 1.5

More than 6 times a week 3 4.6

Total 65 100

The possible reasons for online food consumption

The table shows the possible reasons for respondents to purchase more food online

specifically during the quarantine. The gathered data showed that 131.3% of respondents

purchased more food online for safety purposes since they do not need to go outside and interact

with people, 70.8% of respondents chose due to less exposure against the risk brought about by

COVID 19, and 43.1% answered because it could help people whose household members are

restricted to go outside because of their age, the remaining 3.1% of respondents said that their
answers are not mentioned in the choices. The results show that the majority of respondents

preferred to purchase food online for safety purposes due to the covid19 virus. Lattanzi, 2020

stated that millions of people are being asked to stay home to contain the health crisis, online food

distribution has become one of the main protagonists of the 2020 quarantine. Although food

delivery platforms are dominating consumer trends and attracting considerable investments, little

has been done in terms of regulating them, including in Europe. Indeed, and regardless of all the

challenges raised by food online platforms during COVID-19, let’s think of food safety, hygiene of

packaging, and health of customers and riders.

As well as the table shows the amount of money the respondents spent on online food

weekly; 24.6% answered Php 201.00-300.00, 18.35% answered Php 301.00-400.00, 16.9% chose

Php 101.00-200.00, while the other 16.9% respondents chose Php 501.00 and up, 12.3% Php

401.00-500.00, and the remaining 10.8% answered Php 100.00 and below.

Figure 3. Possible causes of ordering food online

Possible Cause f %

Safety purposes 85 131.3

Less exposure 46 70.8

Help the household 28 43.1

Others 2 3.1

Total 65 100

Level of satisfaction to online food consumption

 Figure 4 shows the level of satisfaction of grade 12 ABM students of Liceo to their online

food consumption. There are five named categories that contribute to the satisfaction of the

students; convenience, waiting time, taste, price, and cleanliness. In figure 4.1, the result shows

that 46 out of 65 respondents were very satisfied with the convenience of the online food, while 14

or 21. 5% of the respondents were only satisfied. On the other hand, only 1 or 1.5% respondent

were either very dissatisfied or dissatisfied. However, 14 or 21.5% of the respondent’s level of

satisfaction in terms of convenience is neutral. According to Bhandari (2018), the convenience,

anytime-anywhere delivery, choice and easy payment options are some of the reasons why people

especially millennials are hooked into ordering food online. The study of Cohen (2018) suggests

that many millennials like using well-designed and easy to use mobile apps because of how easy

and convenient it is to get food from a restaurant via pickup or delivery and save themselves from

the hassle. In terms of waiting time, only 24 students or 37% of the respondents were very

satisfied, the majority of the respondents which is the 31 persons or 47.7% of them were satisfied.

None of the respondents were very dissatisfied in terms of the waiting time, even so 1 or 1.5% of

them were dissatisfied, and 9 or 13.9% of the respondents answered neutral. Bielen (2007) waiting

time satisfaction is not only a service satisfaction determinant, but it also moderates the

satisfaction‐loyalty relationship. Moreover, determinants of customer waiting time satisfaction

include the perceived waiting time, the satisfaction with information provided in case of delays,

and the satisfaction with the waiting environment. This implies that although respondents think

that ordering food online is convenient, the waiting time could be a factor that affects their choice

in ordering food. However, the level of satisfaction in terms of taste, 42 or 64.6% of the

respondents or the majority of them were very satisfied, 19 or 29.2% of them were only satisfied, 1

or 1.5% of the respondents were either very dissatisfied or dissatisfied, and the remaining 2 or
3.1% of the respondents were neutral. Sulek and Hensley (2004) confirmed that food quality has a

dominant impact on customer satisfaction with the restaurant. A good quality of product offered

will satisfy customers, so the food quality and taste will influence millennial satisfaction with their

online food purchasing experience. In terms of price, 26 or 40% were very satisfied, and 27 or

41.5% of the respondents were satisfied. Moreover, none of the respondents were very dissatisfied

in terms of the price, but 2 or 3.1% of them were dissatisfied while the remaining 10 or 15.4% of

the respondents were neutral. This is supported by the statement of Costin (2019) that millennials

value price over recommendation since the majority of young people have little money in their

savings account and a significant number have no savings at all. The level of satisfaction in terms

of cleanliness, most of the respondents which are the 40 or 61.5% of them were very satisfied, and

19 or 29.2% of the respondents were only satisfied. None of the respondents were very dissatisfied

but 2 or 3.1% of them were dissatisfied and the remaining 4 or 6.2% of the respondents were

neutral. Out of all satisfaction factors of online food,cleanliness has the highest number of

respondents that were satisfied. This agrees with the study of Suhartanto (2019), that in online food

delivery service, a customer begins with searching and ordering food on their connected online

device. Thus, customer experience with their chosen online service can influence their perception

of the quality and the cleanliness of the food purchased. These findings reveal the complexity of

Grade 12 ABM behavior toward online food services and how it satisfies their needs and wants.

Over all, the results show that the ABM students were mostly satisfied with the convenience,

waiting time, taste, price, and the cleanliness of the food delivery. Although, the data shows that

not all customers who were very satisfied with convenience were also very satisfied with the

waiting time, and not all customers who were very satisfied with the taste and cleanliness were

also very satisfied with the price. It shows that not all customers who were satisfied with the
convenience, taste, and the cleanliness of the food were also satisfied with the entire service.

Although ABM students were mostly satisfied with the end product of the service, most of the

respondents recommended to the online food sellers to lower the price of the food and to improve

the delivery time.

Figure 4.1. Level of satisfaction to online food consumption in terms of convenience

Qualitative Description f %

1; very dissatisfied 1 1.5

2; dissatisfied 1 1.5

3; neutral 3 4.6

4; satisfied 14 21.5

5; very satisfied 46 70.7

TOTAL 65 100

Figure 4.2. Level of satisfaction to online food consumption in terms of waiting time

Qualitative Description f %

1; very dissatisfied 0 0
 2; dissatisfied 1 1.5

3; neutral 9 13.9

4; satisfied 31 47.7

5; very satisfied 24 37

TOTAL 65 100

Figure 4.3. Level of satisfaction to online food consumption in terms of taste

Qualitative Description f %

1; very dissatisfied 1 1.5

2; dissatisfied 1 1.5

3; neutral 2 3.1

4; satisfied 19 29.2

5; very satisfied 42 64.6

TOTAL 65 100

Figure 4.4. Level of satisfaction to online food consumption in terms of price

 Qualitative Description f %

1; very dissatisfied 0 0

2; dissatisfied 2 3.1

3; neutral 10 15.4

4; satisfied 27 41.5

5; very satisfied 26 40

TOTAL 65 100

Figure 4.5. Level of satisfaction to online food consumption in terms of cleanliness

Qualitative Description f %

1; very dissatisfied 0 0

2; dissatisfied 2 3.1

3; neutral 4 6.2

4; satisfied 19 29.2
5; very satisfied 40 61.5

TOTAL 65 65