Study on the Socio-Demographics of Online Food Delivery: Foodpanda Customers and Its Association with the Frequency and Spending Patterns

Abstract

Food retailing in Malaysia is rapidly developing, and the scenario mainly affects the online food delivery market. This study aims to identify the socio-demographic characteristics of the customers who prefer Foodpanda services and their associations with frequency and spending patterns. It was conducted based on the descriptive analysis performed on 306 participants in Kota Kinabalu, Sabah. This study empirically indicates that the association between age, occupation, and frequency of using the Foodpanda service is P < 0.05. The findings benefited the retail players in understanding their target market. Hence, it provides recommendations for future studies in the retail industry.