Launching an online restaurant startup : a study of consumer behaviour and demand assessment in food delivery service
Tariq, Muhammad; Khan, Naseer (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503114006
https://urn.fi/URN:NBN:fi:amk-202503114006
Tiivistelmä
The thesis was written to explore the opportunity for an online restaurant start-up in Helsinki. Online food delivery is an emerging business in the changing restaurant industry. New technology and digital marketing enable restaurants to enhance their reach. Consumers are also able to reach more diverse restaurants and food options. The objective of the thesis was to investigate consumer behaviour, demand assessment, and business insight to develop strategies for the startup.
The online food delivery market overview, entrepreneurial activities, and management were studied briefly in theoretical framework. Consumer behaviour was explored with a focus on factors affecting purchase decisions, such as price, quality, time, technology, and social norms. Online food demand sensitivity and forecasting were also reviewed. The viability of the project was further analysed using Maslow’s Hierarchy of Needs Theory. Moreover, the role of digital marketing was discussed to boost their reach and increase the conversion rate of their potential consumers. Digital marketing tools were understood, how they generate leads, enhance brand image, and maintain connections with consumers were also examined.
A quantitative research method was applied to the research. The research population is the residents of Helsinki. Random sampling techniques were used for feedback. A survey was developed on Webropol with well-designed questionnaires. The survey was distributed to random sample sizes to get responses from different demographic backgrounds. The survey was sent online anonymously to maintain confidentiality. Useful data was derived from the survey findings in alignment with our research. Results were analysed by using statistical techniques.
The research results suggested that consumers order weekly more than other times and dinner is the favourite meal time to order online. Consumers consider price sensitive with fast delivery options. The research explored the positive loyalty factor and consumer growing factors. On social media platforms, Effective digital marketing strategies are discounts and combo deals that can be offered with diverse delivery package options. The research data supports authors’ startup idea and assist us in finalizing our strategies to develop our business plans and feasibility. The findings provide the base to establish a data-driven strategy to continue monitoring operational performance efficiency.
The online food delivery market overview, entrepreneurial activities, and management were studied briefly in theoretical framework. Consumer behaviour was explored with a focus on factors affecting purchase decisions, such as price, quality, time, technology, and social norms. Online food demand sensitivity and forecasting were also reviewed. The viability of the project was further analysed using Maslow’s Hierarchy of Needs Theory. Moreover, the role of digital marketing was discussed to boost their reach and increase the conversion rate of their potential consumers. Digital marketing tools were understood, how they generate leads, enhance brand image, and maintain connections with consumers were also examined.
A quantitative research method was applied to the research. The research population is the residents of Helsinki. Random sampling techniques were used for feedback. A survey was developed on Webropol with well-designed questionnaires. The survey was distributed to random sample sizes to get responses from different demographic backgrounds. The survey was sent online anonymously to maintain confidentiality. Useful data was derived from the survey findings in alignment with our research. Results were analysed by using statistical techniques.
The research results suggested that consumers order weekly more than other times and dinner is the favourite meal time to order online. Consumers consider price sensitive with fast delivery options. The research explored the positive loyalty factor and consumer growing factors. On social media platforms, Effective digital marketing strategies are discounts and combo deals that can be offered with diverse delivery package options. The research data supports authors’ startup idea and assist us in finalizing our strategies to develop our business plans and feasibility. The findings provide the base to establish a data-driven strategy to continue monitoring operational performance efficiency.