Consumer behaviour towards online food delivery services in Ireland- a segmental analysis
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Ogunsemi, Oluwakemi Ifedayo
MBA in Information Systems
Dublin Business School
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In recent years, online food delivery services in Ireland have experienced growth and popularity and are expected to continue to expand. This part of the consumer food service industry is the only area which experienced growth in 2019 despite a decline in performance across the industry. By using a quantitative approach, this study aims at exploring Irish consumer behaviour towards online food delivery services, analysing the demographics of its consumers and also analysing their post-purchase behaviours, all with a view to gaining insight into the reasons behind its market growth- from the perspective of consumers. 114 questionnaire responses were evaluated and analysed for this study. Results indicate three demographic variables- age, marital status, and employment status, is associated with the usage of online food delivery services. The research also reveals different perceptions of respondents with respect to online food delivery services, useful for marketing purposes in the foodservice industry.