How Food Delivery Services in Vietnam Accommodate Milennials and Generation Z : Case company: Delivery Now
Nguyen, My (2019)
Nguyen, My
Lahden ammattikorkeakoulu
2019
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201902142351
https://urn.fi/URN:NBN:fi:amk-201902142351
Tiivistelmä
Today in the ever-expanding digitalized world, ordering food home through online services is extremely popular. As a matter of fact, the market for food delivery service is growing strong all over the world. To capture the interest of potential customers, food delivery services must understand the decision journey that costumers take and use the knowledge to their advantage. However, not all consumers behave similarly along the decision journey. This is due to the difference in generation among existing consumers. Currently, Millennials are becoming the main buying power in the economy, with Generation Z following closely behind. The market of food delivery service is booming in Vietnam, with most consumers are Millennials and Generation Z. This thesis attempts to provide insight into the Vietnamese Millennials and Generation Z’s decision journey for case company — Delivery Now.
The thesis uses inductive reasoning approach and employs both qualitative and quantitative research methods. Qualitative methods are used to analyze answers from interviews and quantitative methods are used for interpreting data from the survey. The study used both primary and secondary data. Primary data are gathered from interviews with Delivery Now users and from an online survey distributed to Vietnamese. Secondary data comes from books, peer-reviewed articles.
The findings of the research show Vietnamese Millennials and Generation Z use food delivery services to satisfy their need for convenience in life. This is where they first enter the decision-making journey. They look for information through Google and social medias (mainly Facebook and Instagram), highly trust friends’ recommendations that used food delivery services before. Recommendations are provided for the case company based on the findings.
The thesis uses inductive reasoning approach and employs both qualitative and quantitative research methods. Qualitative methods are used to analyze answers from interviews and quantitative methods are used for interpreting data from the survey. The study used both primary and secondary data. Primary data are gathered from interviews with Delivery Now users and from an online survey distributed to Vietnamese. Secondary data comes from books, peer-reviewed articles.
The findings of the research show Vietnamese Millennials and Generation Z use food delivery services to satisfy their need for convenience in life. This is where they first enter the decision-making journey. They look for information through Google and social medias (mainly Facebook and Instagram), highly trust friends’ recommendations that used food delivery services before. Recommendations are provided for the case company based on the findings.