Exploring Consumer Behavior for App-based Food Delivery in Bangladesh During COVID-19

Abstract

The COVID-19 pandemic has engendered a new era throughout the globe in which online food delivery apps have become a significant aspect of an individual's everyday life. This study intends to probe into the nature and patterns of consumer behavior with regard to using online food delivery services during the pandemic. While most of the existing studies focus on the general aspects of consumer behavior regarding food delivery apps, this paper aims to understand what factors motivated consumers in Bangladesh to behave in certain patterns while deciding to or not to avail app-based food delivery services during a major global crisis. Data have been collected from both primary and secondary sources, with 552 participants responding to a structured questionnaire. The study revealed that a moderately large group of people used food delivery apps, especially between June and August, by placing their trust in the food delivery companies, the restaurants and the deliverymen while the rest of the population was not as confident. The minds of the second group of consumers were heavily shrouded in uncertainty regarding whether the deliverymen, restaurants or delivery companies could be trusted with following all the required safety precautions while providing their service. In future, the findings of this study will, therefore, help the food delivery companies and the restaurants to understand the importance of adopting and following stricter health and safety measures to avoid losing business during a global pandemic.