Thesis About Food Delivery Services in Lipa City Batangas

Food Delivery Services: A study of impacts on consumers in Lipa City, Batangas
Presented to the Faculty of
STI Academic Center Lipa
In Partial Fulfillment of the Requirements for
Business Research
Submitted by:
Andal, John Rodrigo P.
Anecito, Princess Mary L.
Atienza, Michael V.
Benamer, Carmella A.
Caadlawan, Lenie E.
Ferrera, Hannah A.
Librea, Airish B.
January 2022
S TI CO LL E G E L I P A
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION - OPERATIONS MANAGEMENT
ABSTRACT
The traditional offline restaurant industry has been affected by the rapid
expansion of online food delivery services. With the stroke of a mouse, ordering food
has become a simple and comfortable habit. The increasing and popular industry of
manufacturing food online is a result of the Internet's ability to communicate ideas and
information. The highly advanced online food ordering system has revolutionized
restaurant culture and created a new world-class comfort zone for individuals all over
the world. The primary goal of this study is to look into the positive and negative effects
of online food delivery services on customers. Descriptive research design reveals that
food delivery services affect the day-to-day lives of the participants. The study's findings
are statistically significant in Lipa City, Batangas, implying that convenience and other
important aspects motivate people to buy food online regularly.
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ACKNOWLEDGEMENT
We would like to express our gratitude to our subject teacher, Mr. Antonio Fernandez,
for his constant encouragement, interest, and guidance. His constructive criticism and
guidance are very much appreciated.
We would like to thank our family and friends who have supported us from the very first
day.
Finally, we would like to express our gratitude to the participants who gave us their time
and valuable data that were crucial for this dissertation.
Thank you!
- Airish, Carmella, Hannah, John,
Lenie, Michael, and Princess
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TABLE OF CONTENTS
1. Introduction
1.1 Background of the Study………………………………… ……………………………5
1.2 Statement of the Problem………………………………………………………………7
1.3 Significance of the Study………………………………………………….……………7
1.4 Scope and Limitation……………………………………………….......………………8
2. Review of Related Literature
RRL 1…………………………………………………………………..…………..…………9
RRL 2……………………………………………………………………………….……….10
RRL 3………………………………………………………………………………………..10
RRL 4………………………………………………………………………….…………….11
RRL 5………………………………………………………………………………………..12
3. Theoretical Framework and Methodology
3.1 Theoretical Framework…………………………….……………….…………………14
3.2 Research Methodology…………………………………….……...….………………16
3.3 Subjects/Respondents of the Study……………………..…………………………..17
3.4 Sampling Technique…………………………………………..…………..………… 17
3.5 Research Instruments………………………………………………………………...18
3.6 Procedures of Data Gathering…………………………………………..…………...18
3.7 Statistical Treatment of Data……………………………………………….……...…19
4. Presentation Analysis and Interpretation of Data………………………..………...……21
5. Summary, Conclusion, and Recommendation
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5.1 Summary of the Findings………………………………………………………….…31
5.2 Conclusion…………………………………………………………….…...……….…33
5.3 Recommendation………………………………………………………….……….…34
References…………………………………………………………………………..….……..35
Appendices
Appendix A: Survey Form…………………………………………………………..…….37
Appendix B: Curriculum Vitae…………………………………………………………....41
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CHAPTER I
INTRODUCTION
This chapter will give a general overview of this research. It will begin with a brief
background of the topic before moving on to the statement of the problem, which will
lead to its significance, and last, the scope and limitation.
1.1 BACKGROUND OF THE STUDY
Food delivery service (FDS) is the practice of ordering or calling in food from a
restaurant or fast-food chain, the restaurant will prepare the food, and will then send a
driver or rider to the specified address to bring the food to customers. A modern trend in
food delivery is the use of food ordering apps. Food ordering apps such as GrabFood,
Toktok, Delivery Guy PH, and FoodPanda are examples of the newfound popularity of
food delivery services (FDS). Even different fast-food chains have their food ordering
apps such as McDonald's, Jollibee, Shakey‟s, Greenwich, and some well-known fast-
food chains or restaurants.
The food industry is worth trillions of pesos, but delivery reports for only a small
portion of that total. This opened up a significant opportunity for the future growth of
many countries. Particularly in the Philippines, a new wave is emerging in the food and
beverage industry. FDS has changed customers' lives in a variety of ways, allowing
them to enjoy a new, generous feast from the comfort of their own homes.
Food delivery apps (FDAs) are a specific type of O2O platform that capitalizes on
consumers' extensive use of smartphones, mobile internet, and navigational services
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(Kaur et al., 2020b; Hwang and Kim, 2019; Talwar et al., 2021b). These represent the
platform-to-consumer market segment, which is estimated to generate a projected
market volume of USD 79,608 million in 2021, with the highest revenues being drawn
from China (approximately USD 56,936 million), the United States (approximately USD
28,486 million), and India (approximately USD 11,666 million) (Statista, 2020a). These
figures indicate consumers' growing acceptance of FDAs, which, during the lockdown
instituted due to the coronavirus (Covid-19) pandemic, have been steadily gaining
popularity due to the rise of novel features, such as „contactless delivery‟, which have
the potential to reassure consumers of the limited risk of exposure to the virus while
availing themselves of food delivery (Businesswire, 2020; Statista, 2020b).
The FDA's disruptive impact on the market, particularly in food retailing, has
aroused scholarly attention in the various ways in which customers interact with food
delivery services. Studies have looked at factors that influence consumers' intent to use
FDAs (Yeo et al., 2017), as well as the impact of a consumer's value system on their
decision to use FDAs (Kaur et al., 2021). However, because this field of study is still in
its early stages, there are significant gaps in present knowledge and comprehension.
Scholars were not able to stress the impacts of food delivery services on the customers.
With this, the present study entitled "Food Delivery Services: A study of impacts on
consumers in Lipa City, Batangas” aims to fill the significant gap of knowledge from
the previous study. This study will highlight the advantages and disadvantages of food
delivery services to the consumer and which among these factors influences the
customer the most.
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1.2 STATEMENT OF THE PROBLEM
This study aims to determine the impact of food delivery services affecting the
day-to-day life of the consumers in Lipa City, Batangas.
Specifically, it seeks answers to the following questions:
1. What is the profile of the respondents with regards to:
1.1 Age
1.2 Gender
1.3 Occupation
2. What are the impacts of food delivery services on the consumers? How does it
affect the day-to-day life of the customers?
2.1 Positive Impact
2.2 Negative Impact
3. Which among these impacts have the highest and lowest influence on the
consumers?
1.3 SIGNIFICANCE OF THE STUDY
This section of the study provides information about the importance of having this
study as a research work of students.
For the business firm related to FDS, the study will assist them in broadening
their entrepreneurial competencies in running the firm and delivering strategies in
planning, investing, and critically evaluating their food delivery services.
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For the present consumers, the study will enlighten people on the benefits of
being mindful when selecting their delivery tactics.
For the potential consumers, the study will educate potential consumers about
the possible impacts of food delivery services on their daily lives, and at the same time,
will contribute to their awareness.
For future researchers, the results of this study will provide some insights and
information on how they can improve their study, and it may also serve as a basis for
future research on similar topics.
1.4 SCOPE AND LIMITATION
The study is limited to one hundred forty (140) respondents, in the age of fifteen
(15) to fifty (50) that uses food delivery apps from Lipa City, Batangas. It is exclusive
only within the premises of Lipa City, Batangas so it will not be subjective with any other
cities.
Additionally, the study is focused on determining the impacts of food delivery
services on consumers. Researchers do not include the measures on how to minimize
the possible impacts that will be found in this study.
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CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter highlights prior studies on knowledge sharing and intranets about
the impact of food delivery services on consumers' day-to-day lives. It introduces the
related studies and theories, which is the principal aim of the research detailed in this
thesis.
RRL 1. Impact of Online Food Delivery on Customers
Summary: Ordering food is now a convenient activity with the click of a button. Menus
and recipes can be searched online without the pressure of pronouncing such difficult
names. Order the food online today, for easy and fast access to the food of the
customer's choice. Communication of ideas and information on the Internet has led to
the growing and popular business of making food online. There are a variety of options
available on a site: recommending favorite restaurants and seeing others
'recommendations, offering recipes, and reading through others' recipes. Lastly, The
technologically advanced online food ordering system has significantly changed the
culture of restaurants and provides a new excellent comfort zone for people around the
world.
Result: It concluded that Online Food Ordering System is new and many of the users
aged above forty (40) years of age are not familiar with the ease of ordering food online.
Most students prefer to order food online instead of going out for lunch. They feel the
convenience of placing orders and time efficiency as the main reason to fancy it.
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People, in general, are not that comfortable with Digital Payment Platforms and prefer
paying in cash. Customers who wish to enjoy the ambiance of the restaurant hesitate to
order food just for the sake of eating a meal.
RRL 2. Factors Influencing Consumer Purchase Behavior on Food Delivery Apps
Summary: The Filipino's fast-phased lifestyle dramatically influences their purchasing
power as a consumer. According to the Philippine Statistics Authority, 41.9% of every
Filipino household's expenditures are on food consumption. With the noticeable
increase in consumers' digital activity, food delivery apps have widely contributed to
Filipinos' food eating habits. It has given them the right and efficient platform to
purchase food whenever and wherever they want. This study identifies the influence of
food delivery apps on consumers' purchase behavior in the National Capital Region
(NCR), Philippines.
Result: Online Tracking, Experience and Habit, Online Reviews and Ratings, PE,
Hedonic Motivation, and Price Value are significant predictors of consumer purchase
behavior on food delivery apps. On the other hand, Effort Expectancy, Social Influence,
and Facilitating Conditions do not significantly affect consumer purchase behavior.
RRL 3. What factors determining customer continuingly using food delivery apps
during 2019 novel coronavirus pandemic period?
Summary: Under the COVID-19 global pandemic situation, food delivery apps (FDAs)
have given two-way beneficial catering delivery services in rescuing catering
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enterprises and satisfying customers' technological and mental exceptions. This study
evaluates 532 valid FDA users, continued intention to use FDAs during the pandemic
period in China using a comprehensive model that integrates Unified Theory of Use and
Acceptance of Technology (UTAUT), Expectancy Confirmation Model (ECM), and
Technology Acceptance Model (TTF) with the trust factor. The statistical findings and
discussions reveal that user satisfaction is the most important component, with
perceived task-technology fit, trust, performance expectancy, social influence, and
confirmation all having direct or indirect beneficial effects on FDA usage.
Result: This study applies an empirical study with a high explanatory power of
examining factors affecting users' continuance usage intention of FDAs during the
COVID-19 pandemic. The research model consists of seven factors, performance
expectancy, effort expectancy, social influence, trust, perceived task-technology fit
confirmation, and satisfaction. Results of this study conclude that customers'
continuation intention of using FDAs is not only significantly determined by satisfaction,
but also dramatically influenced by perceived task technology fit, trust, and social
influence.
RRL 4. The Pros & Cons of Online Food Delivery Services
Summary: Nowadays, varieties of local and national restaurants participate in online
food delivery by coordinating with delivery companies such as FoodPanda and
GrabFood. These services allow customers to use a larger selection of foods and
restaurants depending on the location and order food through webpage or applications.
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According to Andrew Alexander, there are different pros (advantages) and cons
(disadvantages) when it comes to online food delivery. The convenience provided to
consumers is an example of an advantage. Customers can order their favorite food
while lying on their couch. The ability to avoid weather delays is another perk of an
online food delivery service. Even if the client does not visit the physical store, the
customer and the restaurant can interact. Some disadvantages or cons of internet food
delivery include destroying the atmosphere of eating alone at home or not being able to
enjoy the surroundings while outside. Another disadvantage of online food delivery is
that consumers lose out on the atmosphere that a restaurant can provide. Eating at
home while watching a favorite movie fosters an isolated mentality, which gradually
isolates a person from the outside world.
Result: The study concluded that Online Food Delivery has both advantages and
disadvantages to customers.
RRL 5. Three (3) Advantages of Online Food Ordering for Customers
Summary: According to Heidi Orpilla, in the past, exactly in the ‟90s, online ordering is
already present in some restaurant industry but during the pandemic, online delivery
has gone from desirable convenience to a must of restaurant survival. Helping the
businesses stay, online delivery offers advantages to customers. There are three
advantages of online food ordering to customers. A seamless process wherein online
food requesting permits clients to submit a request any time, from any place, saving
their time and resources typically spent on venturing out to get a meal. The second
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advantage is having minimal contact that can protect both customers and the rider.
Having food just dropped at your doorstep will probably still be wanted during clients'
bustling days and sending a most loved dinner to a special person– regardless of where
they are located – is a gift that will keep on being appreciated. Last is extra perks and
options wherein some restaurants offer enticing promotions or discounts to keep
customers happy and gain new customers.
Result: The study concludes that Online Food Delivery is convenient for customers as
of now during the pandemic.
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CHAPTER III
THEORETICAL FRAMEWORK AND METHODOLOGY
This chapter will start with the theoretical framework derived from previous
research on the topic of online food delivery services. Moreover, the methodological
choices of the thesis will be argued and explained, focusing on the research
methodology, the subject or respondents of the study, sampling techniques, research
instruments, procedures of gathering the data, and lastly, the statistical treatment of the
data.
3.1 Theoretical Framework
The study aims to investigate how food delivery services affect consumers' day-
to-day lives. The UTAUT2 (Unified Theory of Acceptance and Use of Technology) was
used as a foundation for the proposed theoretical framework. Given the fact that the
UTAUT2 has been thoroughly validated, its structure has yielded differing results from
various study viewpoints. (2018, Verkijika) (Alalwan, 2020). The researchers used the
UTAUT2 model to determine what motivates consumers of smartphone application
services to pay for the services supplied by companies like this digital entrepreneur as
well as its effect on them. The UTAUT2 has been chosen as the accepted and used
technology standard theory. UTAUT2 is a model that examines the impact of many
aspects on users' acceptance of technology, in this case, the food delivery applications.
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Users' reasons to employ a particular device, as well as their relative ease of it, were
identified by Venkatesh (2012) and others. They later expanded the UTAUT model and
produced the UTAUT2 upgraded model. As a result, Flores, J., and Castao, M. (2020)
used this upgraded UTAUT2 model and identified the elements that are important
predictors of consumer purchase intent for food delivery services. The moderator, which
is directly linked to the outcome, and the basis of the thesis's purpose are some of
these variables. As a result, the moderating features of food delivery services will be
focused on both positive and negative customer impacts.
Figure 1. Theoretical Framework of the Study
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Based on previous studies, some elements contained in food delivery services
were included to examine research gaps that might be essential to the perspective of
Filipino consumers who use food delivery apps. Food industries improve their product
and services through online food delivery since technology advances at a rapid pace in
this modern economy. Many have used food delivery services, particularly those who
have work that requires them to do so because they do not have enough time to cook
on their own. Customers are having diverse experiences with FDS, which deals with
customer benefits and downsides of food delivery as well as its impact on their
behavior. The existing facts about the influence of food delivery on the consumer will be
known as a result of the different experiences.
3.2 Research Methodology
A structured survey questionnaire was used in this research to obtain the
research data. According to Lokesh (1984) survey studies were designed to obtain
persistent and precise information concerning the current state of phenomena and
whenever possible to draw varied general conclusions from the facts discovered.
Survey methods are systems for collecting information from the respondent or people to
describe, compare, or explain their knowledge, attitudes, and behavior. (Arlene Fink,
2003) It describes the similarities and differences by gathering empirical data and
producing developmental knowledge.
A Google form was used to disseminate the survey questionnaire where
respondents can participate in the survey by clicking the URL distributed through
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messenger, e-mail, or smartphone. Researchers used this type of survey because it is
an opportunity to directly obtain answers to respondents while maintaining the objective
and regulating the safety measures against the COVID-19 pandemic.
Additionally, the study also used a descriptive research design. This design
concerns the studies having the present phenomena in terms of conditions, practices,
beliefs, processes, relationships, or trends. It was chosen because it helped to have an
in-depth understanding of the study. It collects quantitative metrics to analyze data and
characteristics of the population and scenarios under investigation to determine the
impacts of food delivery services to customers in Lipa City, Batangas.
3.3 Subjects/Respondents of the Study
One hundred forty (140) food delivery consumers at Lipa City, Batangas were
used as respondents in this study. These include both males and females with the age
range of fifteen (15) to fifty (50) years old that uses food delivery application. They were
all chosen through the use of convenient sampling. The researchers distributed the
survey questionnaire and accompanied the respondents throughout the process of the
survey. Respondents were made aware that the data and the information they have
written will remain confidential.
3.4 Sampling Technique
A convenience sampling technique is used to gather all the information needed
for this study. The sampling technique defines that researchers gathered data from
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respondents whenever they feel convenient. This sampling makes it easier to collect
data with an inexpensive methodology. Although researchers select the respondents
randomly and freely with convenience, it should be approved by both parties before
conducting a survey or interview. With these, researchers ask anyone they know to
answer the survey questionnaires.
3.5 Research Instruments
A survey questionnaire was used as the gathering instrument in this study. The
questionnaire is a set of orderly arranged questions carefully prepared to answer by a
group of people designed to collect facts and information. The first part of the
questionnaire consists of the items which gather respondents' profiles. It will determine
the age, gender, and occupation of the respondents. The second part is the questions
to be answered by the respondent. The list of questions involved in the survey
questionnaire is based on the statement of the problem presented in the study. It is a
checklist used by the researchers in noting down the positive and negative impacts of
food delivery services on customers' day-to-day lives.
3.6 Procedures of Data Gathering
The following steps were followed in the conduct of the survey and in completing
this study:
1. The researchers had a discussion to know the materials to be used for the study.
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2. The researchers requested permission from the adviser, Assistant Principal, and
Principal of the STI Academic Center Lipa to conduct the survey.
3. The survey questionnaires were distributed through the use of social media
platforms, e-mails, and other platforms similar in kind.
4. The results were analyzed and interpreted by the researchers using statistical
interpretation or presentation.
5. The researchers summarized all the documented information.
3.7 Statistical Treatment of Data
As the researchers compiled, categorized, arranged, and tabulated the gathered
data, they were subjected to statistical treatment to answer the proposed questions in
this study. To interpret the data effectively, the researchers will employ the following
statistical tools: weighted mean and percentage.
FORMULA
Percentage - used to express the relative frequency of the consumer‟s responses.
Where
P = Percentage
F = Frequency
N = Number of Respondents
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Weighted Mean - used to get the average or central value of the responses in every
statement using this formula
Where
WM = Weighted Mean
∑fx = sum of the product of the frequency and the raw score.
N = number of cases.
The researchers used a four-point scale wherein one (1) corresponds to the lowest and
four (4) as the highest to measure the positive and negative impacts of online food
delivery. The researchers used the Likert Scale Method in the survey questionnaires to
specify the level of agreement of the respondents to the statement:
1.00-1.49 – Strongly Disagree 2.50-3.49 – Agree
1.50-2.49 – Disagree 3.50-4.0 – Strongly Agree
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CHAPTER IV
PRESENTATION ANALYSIS AND INTERPRETATION OF DATA
This chapter includes the presentation and interpretation of data gathered by the
researchers from the answers of the respondents to the survey questionnaire.
I. Demographic Profile of the Respondents
This section presents all the data gathered from the respondents concerning
their demographic profiles.
Based on the study goals, this chapter of the dissertation generates a report of
the primary-quantitative data gathered virtually from the sampled respondents. A
sample of 140 participants living in Lipa City, Batangas, participated in the study by
clicking and responding to a set of structured and unstructured questions distributed via
Google link. The questionnaire is divided into two sections: the pros and cons. Also, the
research hypotheses for the study were tested and interpreted using various statistical
tools of analysis to measure the most positive and negative impacts of food delivery
services on customers. In addition, the study's research assumptions were verified and
analyzed, utilizing a variety of statistical procedures for calculating the Percentage and
Average Weighted Mean. Finally, the empirical data was reviewed in line with the
research questions and objectives, resulting in the study's conclusions and
recommendations for further research.
Table 1 shows the frequency distribution of the respondents in terms of their
occupation.
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Table 1
Food Delivery Service Consumer’s Occupation
Occupation Frequency Percentage
Employed 10 7.14%
Unemployed 6 4.29%
Self-Employed 5 3.57%
Student 116 82.86%
Others :
Housewife 2 1.43%
Working Student 1 0.71%
TOTAL 140 100%
The table showed the differences between the consumers‟ occupations. The
table above shows that 82.86% of the respondents were students, 7.14% were
employed, 4.29% were unemployed, 3.57% were self-employed, 1.43% was
housewives, and just 0.17% was working student. This finding indicates that there is a
variation in the level of the respondents.
Table 2 manifests the frequency distribution of the respondents in terms of
gender.
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Table 2
Gender Distribution of Food Delivery Service Consumers
Gender Frequency Percentage
Male 40 28.57%
Female 100 71.43%
TOTAL 140 100%
The table shows the gender of the respondents. From the table above, it shows
that 28.57% of the respondents are males and 71.43% are females. This pattern
corresponds to previous empirical research that suggests women are more likely to
purchase food online than men.
Table 3 presents the frequency distribution of the respondents in terms of age.
Table 3
Age Distribution of Food Delivery Service Consumers
Age Frequency Percentage
15 - 20 71 50.72%
21 - 26 61 43.58%
27 - 32 3 2.14%
33 - 38 3 2.14%
39 - 44 1 0.71%
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45 - 50 1 0.71%
TOTAL 140 100%
As shown in the table above, more than half (50.72%) of the respondents were
aged 15–20 years old, approximately one-third (43.58%) of those who opted to fill out
the questionnaire were aged 21–26, and more than one in two (2.14%) were aged 27
years and above. The age group of 39–50 was the one with the lowest participation in
this study.
II. Measurement of Impacts and Structural Model
This section presents all the data gathered from the respondents and the impact
measurements of the study.
Table 4
Positive Impact of Food Delivery Services to Consumers
Weighted Descriptive
Study Measures Measurement Items Mean Interpretation
CONVENIENCE Food delivery services are 3.41 Agree
hassle-free and convenient.
It is much easier to order 3.33 Agree
online rather than to visit
restaurants.
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DISCOVER NEW Food delivery services allow 3.36 Agree
FOODS AND me to find and try new food
RESTAURANTS spots nearby.
Food delivery services offer a 3.27 Agree
greater selection of foods to
choose from.
NO WEATHER Foods are still being delivered 3.12 Agree
DELAYS despite the bad weather.
No weather delays affect my 3.00 Agree
overall satisfaction when
ordering food online.
SAFER & Food delivery services 3.17 Agree
HEALTHIER provide a healthy selection of
DELIVERY foods and healthy local
OPTIONS eateries.
Food delivery services are 3.09 Agree
safe and reliable all the time.
Average Weighted Mean 3.22 Agree
Scale

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The table revealed that all indicators were considered by the respondents as
positive impacts of food delivery services. The study measure “convenience”,
measurement item one (1), “Food delivery services are hassle-free and convenient” got
the highest weighted mean of 3.41 with a descriptive interpretation of "Agree”. While
seven measurement items were considered by the respondents. In rank one, discover
new foods and restaurants, measurement item one (1), “Food delivery services allow
me to find and try new food spot nearby”, with a weighted mean of 3.36 and on the rank
seventh was no weather delays, measurement item two (2), “No weather delays affect
my overall satisfaction when ordering food online”, with a weighted mean of 3.00
sustained by similar descriptive interpretation of “Agree”.
As a whole, the findings imply that consumers considered the positive impact of
food delivery services when they order food online by an average weighted mean of
3.22 interpreted as “Agree.”
Table 5
Negative Impact of Food Delivery Services on Consumers
Weighted Descriptive
Study Measures Measurement Items Mean Interpretation
WAITING TIME I do not want to wait for 3.02 Agree
long.
The waiting time affects the 3.18 Agree
quality of the food.
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The waiting time affects my 3.03 Agree
overall satisfaction with
ordering food online.
KILLING THE VIBE I am not happy to eat at 2.10 Disagree
home.
Food delivery services are 2.26 Disagree
trying to kill the vibe and
the atmosphere of dining
outside.
MORE EXPENSIVE I do not want to pay 2.29 Disagree
delivery fees when ordering
food online.
Food delivery services are 2.65 Agree
more expensive than
actually dining in a
restaurant.
ISOLATED I am not happy to eat alone. 2.56 Agree
DISCONNECT There are no social 2.58 Agree
interactions when using
food delivery services.
There is no direct 2.86 Agree
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connection between the
customer and kitchen staff
when it comes to food
complaints.
Scale
The table revealed that there are indicators considered by the respondents as
the negative impact of food delivery services. The study measures “waiting time,
measurement item two (2), “The waiting time affects the quality of the food", got the
highest weighted mean of 3.18 with a descriptive interpretation of "Agree”. While six
measurement items were considered by the respondents. In rank one, waiting time,
measurement item three (3), “The waiting time affects my overall satisfaction of ordering
food online”, with a weighted mean of 3.03 and on the rank six, isolated disconnect,
measurement item one (1), “I am not happy to eat alone” with a weighted mean of 2.56
sustained by similar descriptive interpretation of “Agree”.
On the other hand, study measures “killing the vibe”, measurement item one (1)
and two (2), “I am not happy to eat at home” and “Food delivery services are trying to
kill the vibe and the atmosphere of dining outside” with a weighted mean of 2.10 and
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2.26, respectively, is considered by the respondents with a descriptive interpretation of
"Disagree.”
As a whole, the findings imply that consumers considered the negative impact of
food delivery services when they order food online by an average weighted mean of
3.65 interpreted as “Agree.”
Table 6 shows the data to determine which among the impacts has the highest
and lowest influence.
Table 6
Positive and Negative Impacts
Indicators Weighted Descriptive
Mean Interpretation
Convenience 3.37 Agree
Discover New Restaurants 3.31 Agree
No Weather Delays 3.06 Agree
Safer & Healthier Delivery Options 3.13 Agree
Waiting Time 3.08 Agree
Killing the Vibe 2.18 Disagree
More Expensive 2.47 Disagree
Isolated Disconnect 2.66 Agree
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Scale
The table above shows that convenience has the highest positive influence on
consumers when using food delivery services, gaining a weighted mean of 3.37, while
the lowest positive influence is no weather delays with a weighted mean of 3.06. On the
other hand, the waiting time has the highest negative influence on consumers with a
weighted mean of 3.08 while the lowest is the isolated disconnect with a weighted mean
of 2.66.
The two remaining study measures, "killing the vibe" and "more expensive" with
a weighted mean of 2.18 and 2.47, respectively, were interpreted as "Disagree",
therefore, the researchers concluded that it doesn‟t influence the customers at all when
using food delivery services.
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CHAPTER V
SUMMARY, CONCLUSION, AND RECOMMENDATION
In this chapter, the findings will be discussed and reflected upon within the wider
context of the field of food delivery services as a whole. It also presents the conclusion
of the study. Lastly, it will end with the recommendation of the thesis and the potential
for future research.
5.1 Summary of the Findings
The study is centered on investigating how food delivery services affect
consumers‟ day-to-day lives. This included the profile of the respondents with regards to
age, gender, occupation, and the impact of food delivery services on the consumers.
A survey questionnaire was used in this research to obtain research data. The
study employed the descriptive method of research with a self-constructed
questionnaire as the main data gathering instrument, complemented by an interview.
The study used a quantitative research method. The respondents of the study were 140
food delivery consumers in Lipa, Batangas. The researchers selected the respondents
randomly and freely, to gather data.
The data were treated using percentage, average weighted mean, and Likert Scale
Method.
The analysis and interpretation yielded the following findings:
1. Profile of the Respondents
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1.1 Age. Most respondents who opted to fill out the questionnaire were aged 15–
20 years old, with a percentage of 50.72. This finding indicates that there is a
variation in the level of the respondents.
1.2 Gender. It can be seen from the data that most of the respondents are
females, with a percentage of 71.43. This pattern corresponds to previous
empirical research that suggests women are more likely to purchase food
online than men.
1.3 Occupation. The majority of the respondents were students who participated
in the study, which has a percentage of 82.86. This finding indicates that most
of the time, students are more likely to purchase food online.
2. Impacts of food delivery services to the consumers
1.1 Positive Impacts. From the gathered data, most customers have had
positive experiences with worthwhile food delivery services. These positive
impacts include convenience, the discovery of new food and restaurants, no
weather delays, and safer and healthier delivery options. It has a weighted
mean of 3.22 and is entered between 2.50 and 3.49, interpreted as “Agree.”
1.2 Negative Impacts. The findings revealed that most of the respondents or
consumers experienced the negative impact of food delivery. Among these
negative impacts are waiting time, killing the vibe, more expensive, and
isolated disconnect. Although it has an average weighted mean of 2.65, which
entered the scale of 2.50–3.49, interpreted as “Agree”, the findings also
32
revealed that influence like killing the vibe and delivery charges doesn‟t
negatively influence the customers at all when using food delivery services.
3. Impacts with the Highest and Lowest Influence on Consumers.
The findings revealed that convenience had the highest positive influence,
while no weather delays had the lowest influence on customers when using food
delivery services. On the other hand, the findings revealed that the greatest
negative impact of food delivery services on consumers was the waiting time,
while the lowest is killing the vibe. All positive and negative impacts included in
this study were considered by the respondents.
5.2 Conclusion
This study was primarily conducted to examine the impact of food delivery
services on consumers in Lipa City, Batangas. The presentation analysis built in this
study was tested based on data collected from the survey questionnaires answered by
the respondents. The results of this analysis indicate that there is a positive and
negative impact on consumers' day-to-day lives in Lipa City, Batangas. Many
consumers, particularly students aged 15-20 and largely women, prefer to purchase
food via food online delivery services rather than going out. Most of the respondents
preferred food online delivery services since it is hassle-free and more convenient for
them, but food delivery can take quite a long time and can affect the quality of the food.
33
Although the online food delivery service has both a positive and negative impact on
consumers, the positive impact has the most influence.
5.3 Recommendation
Following an analysis of the above-mentioned conclusions and data, the
researchers recommend the following:
1. To impart stronger support for the study, future researchers must look for precise
and comprehensive related studies that can firmly support the information
gathered from this research.
2. For the future development of the study, future researchers must incorporate
supplemental profiles of the respondents that may be practical and can enhance
the reliability and validity of the data gathered.
3. The outcome of the study, which is about food delivery services and their impact,
should focus on the benefits and advantages of using food delivery services, and
more comprehensive information and explanation should balance the point made
by the researchers.
34
REFERENCES
Alexander, A. (2020, March 6). Pros and cons of restaurant online food delivery
services: Fridge. The Fridge Agency. Retrieved October 3, 2021, from
https://thefridgeagency.com/blog/pros-cons-online-food-deliery-services/
Arpaci, I., 2016. Understanding and predicting students’ intention to use mobile cloud
storage services. Comput. Hum. Behav. 58, 150–157. https://doi.org/10.1016/j.
chb.2015.12.067
Bundela, Deshpande, Mangwani, Moondra, & Namdev, (2020). Retrieved from
https://www.irjet.net/archives/V7/i4/IRJET-V7I4455.pdf?fbclid=IwAR1Po-
Bt_yQcQ-BHHKFiY9TSQdva-U8agF86aM7mw2IJaMNTNi15rGTuqd0
Businesswire, 2020. Food Delivery on the Rise Due to COVID-19 Lockdown.
www.businesswire.com/news/home/20200428005464/en/Food-Delivery-on-the-
Rise-Due-toCOVID-19-Lockdown.
Castaño, M., & Flores, J. (2020). Factors Influencing Consumer Purchase Behavior on
Food Delivery Apps. International Journal of Business And Economy, 2(4), 25-42.
Churchil Moondra, Hemant Kumar Mangwani, Kapil Deshpande, Avinash Singh
Bundela, and Kavita Namdev. (April 2020). Impact of Online Food Delivery on
Customers
Chen, H.S., Liang, C.H., Liao, S.Y., Kuo, H.Y., 2020. Consumer attitudes and purchase
intentions toward food delivery platform services. Sustain. Times 12, 1–18.
https://doi.org/10.3390/su122310177.
35
Food Delivery. (2017, Mar 20). Retrieved from
https://studymoose.com/food-delivery-essay
Gioia, D. A., Corley, K. G., & Hamilton, A. L. (2012). Methodology, Seeking Qualitative
Rigor in Inductive Research: Notes on the Gioia. Organizational Research
Methods, 16(1), 15-31.
Makwana & Malhotra, (2021). Retrieved from
http://www.americanscholarspress.us/journals/IMR/pdf/IMR-SP-
2021/IMRspev17-
art2.pdf?fbclid=IwAR1DMW5081r0mKMjOMJCE5f5JBdsJ2je0FEKTfYWQUOVZ
mNeQ4LMEqjvoZI
Orpilla, H. (2020, December 22). 3 advantages of online food ordering for customers.
Star Micronics POS Blog. Retrieved October 3, 2021, from
https://www.starmicronics.com/blog/advantages-of-online-food-ordering-for-
customers/.
Yuyang Zhao and Fernando Bacao (2020). Factors determining customer continuingly
using food delivery apps during 2019 novel coronavirus pandemic period.
36
APPENDICES
Appendix A
Survey Form
37
38
39
40
Appendix B
Curriculum Vitae
41
Andal, John Rodrigo P.
87 Purok 2, Brgy. Pinagtung Ulan San Jose Btangas
Email Address : andalr32@gmail.com
Contact Number : 0921-5943-005
Personal Information
Date of Birth : July 12, 2001
Citizenship : Filipino
Religion : Roman Catholic
Civil Status : Single
Age : 20
Gender : Male
Father’s Name : Raul A. Andal
Mother’s Name : Maribel P. Andal
Educational Background
Primary : Pinagtung Ulan San Jose Batangas
Secondary
Junior : Pinagtong Ulan National high school
Senior : Cuenca Institute
Strand : Accountancy, Business, and Management
42
Anecito, Princess Mary L.
176. Brgy. Paligawan, Balete, Batangas
Email Address : anecitoprincess@gmail.com
Date of Birth : January 4, 2001
Age : 21
Gender : Female
Father’s Name : Jefferson A. Astorga
Mother’s Name : Nenita L. Anecito
Primary : Paligawan Elementary School
Secondary
Junior : Bulacnin National High School
Senior : STI Academic Center Lipa
Strand : General Academic Strand
43
Atienza, Michael V.
Zone 1 Brgy. Lodlod, Lipa City, Batangas
Email Address : atienzamv111@gmail.com
Date of Birth : October 25, 2000
Age : 21
Gender : Male
Father’s Name : Ambrocio Atienza
Mother’s Name : Ma. Theresa Atienza
Primary : Lodlod Elementary School
Secondary
Junior : Lodlod National High School
Senior : Sti Academic Center Lipa
Strand : Information and Communications Technology
44
Benamer, Carmella A.
090. Brgy. Sta. Cruz, Rosario, Batangas
Email Address : carmellab05@gmail.com
Date of Birth : September 13, 2000
Age : 21
Gender : Female
Father’s Name : Oscar T. Benamer
Mother’s Name : Emelia A. Benamer
Primary : Rosario West Central School
Secondary
Junior : Padre Vicente Garcia Memorial Academy
Senior : Padre Vicente Garcia Memorial Academy
Strand : Humanities and Social Sciences
45
Caadlawan, Lenie E.
Purok 8B, Bolbok, Lipa City, Batangas
Email Address : lcaadlawan88@gmail.com
Date of Birth : November 12, 2000
Age : 21
Gender : Female
Father’s Name : Arnalfo C. Caadlawan
Mother’s Name : Linda E. Caadlawan
Primary : Bolbok Elementary School
Secondary
Junior : Bolbok Integrated National High School
Senior : APEC Schools Lipa
Strand : Accountancy, Business and Management Strand
46
Ferrera, Hannah A.
504. Brgy. Bawi, Padre Garcia, Batangas
Email Address : hannahferrera15@gmail.com
Date of Birth : March 15, 2001
Age : 20
Gender : Female
Father’s Name : Dennis F. Ferrera
Mother’s Name : Cora C. Aguila
Primary : Bawi Elementary School
Secondary
Junior : Pansol Integrated National High School
Senior : Padre Garcia National High School
Strand : Technical-Vocational-Livelihood
47
Librea, Airish B.
161 Purok 7, Brgy. Calamias, Lipa City
Email Address : airishachristha@gmail.com
Date of Birth : July 02, 2001
Age : 20
Gender : Female
Father’s Name : Pedro R. Librea
Mother’s Name : Myrna B. Librea
Primary : Calamias Elementary School
Secondary
Junior : Dr. Juan A. Pastor Memorial National High School
Senior : STI Academic Center Lipa
Strand : Accountancy, Business, and Management
48

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Food Delivery Services: A study of impacts on consumers in Lipa City, Batangas

Presented to the Faculty of

STI Academic Center Lipa

In Partial Fulfillment of the Requirements for

Andal, John Rodrigo P.

Anecito, Princess Mary L.

important aspects motivate people to buy food online regularly.

guidance are very much appreciated.

and valuable data that were crucial for this dissertation.

- Airish, Carmella, Hannah, John,

Lenie, Michael, and Princess

1.1 Background of the Study………………………………… ……………………………5

1.2 Statement of the Problem………………………………………………………………7

1.3 Significance of the Study………………………………………………….……………7

1.4 Scope and Limitation……………………………………………….......………………8

2. Review of Related Literature

3. Theoretical Framework and Methodology

3.1 Theoretical Framework…………………………….……………….…………………14

3.2 Research Methodology…………………………………….……...….………………16

3.3 Subjects/Respondents of the Study……………………..…………………………..17

3.4 Sampling Technique…………………………………………..…………..………… 17

3.5 Research Instruments………………………………………………………………...18

3.6 Procedures of Data Gathering…………………………………………..…………...18

3.7 Statistical Treatment of Data……………………………………………….……...…19

4. Presentation Analysis and Interpretation of Data………………………..………...……21

5. Summary, Conclusion, and Recommendation

5.1 Summary of the Findings………………………………………………………….…31

Appendix A: Survey Form…………………………………………………………..…….37

Appendix B: Curriculum Vitae…………………………………………………………....41

lead to its significance, and last, the scope and limitation.

1.1 BACKGROUND OF THE STUDY

food chains or restaurants.

consumers' extensive use of smartphones, mobile internet, and navigational services

platform-to-consumer market segment, which is estimated to generate a projected

availing themselves of food delivery (Businesswire, 2020; Statista, 2020b).

customer the most.

1.2 STATEMENT OF THE PROBLEM

day-to-day life of the consumers in Lipa City, Batangas.

Specifically, it seeks answers to the following questions:

1. What is the profile of the respondents with regards to:

affect the day-to-day life of the customers?

2.1 Positive Impact

2.2 Negative Impact

1.3 SIGNIFICANCE OF THE STUDY

study as a research work of students.

their entrepreneurial competencies in running the firm and delivering strategies in

planning, investing, and critically evaluating their food delivery services.

being mindful when selecting their delivery tactics.

will contribute to their awareness.

future research on similar topics.

1.4 SCOPE AND LIMITATION

Additionally, the study is focused on determining the impacts of food delivery

services on consumers. Researchers do not include the measures on how to minimize

the possible impacts that will be found in this study.

REVIEW OF RELATED LITERATURE

RRL 1. Impact of Online Food Delivery on Customers

available on a site: recommending favorite restaurants and seeing others

order food just for the sake of eating a meal.