Family perception and their buying behavior for home-delivered food

ABSTRACT

Food delivery in the Philippines is considered a major alternative to dining out and preparing meals at home for families who want a respite from home-cooked meals and cannot endure the inconveniences of dining out. Family food buying habits for home-delivered food was studied in terms of their frequency, usual place and reasons for purchase; and subsequently statistically tested to determine the relationship of the buying habits and the predominant age, predominant sex, and household size of respondent-families. Results revealed a significant difference between the frequency of purchase among households with respect to the predominant sexand the household size but not with the reasons for purchasewith respect to the predominant sex of the household members. Home-delivered food was mostly purchased once a month and usually from fast food establishments mainly as a reprieve from home-cooked meals. Home-delivery food establishments can improve their competitive advantage through better marketing efforts, more promotions and better delivery services.

KEYWORDS:

• Home-delivered food
• family household
• buying behavior

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

Funded by the University of the Philippines Center for Integrative and Development Studies (CIDS) 2016.

Notes on contributors

Mary Delia G. Tomacruz

Dr. Mary Delia G. Tomacruz handles Marketing Management, Financial Management and Strategic Management courses at the Department of Hotel, Restaurant and Institution Management, College of Home Economics at the University of the Philippines Diliman. Her research interests include Consumer Behavior, Customer Satisfaction, Waste Management in Restaurants, and Strategic Management Practices.

Nancy T. Flor

Associate Professor Nancy T. Flor is a faculty member of the Practical Arts Department at the the University of the Philippines Integrated School. She has written modules on Home Economics and Entrepreneurship for various grade levels. Her research interests includes Entrepreneurship and Consumer Behavior.