Έρευνα Αγοράς: Ο Εντοπισμός των Πελατοκεντρικών Παραγόντων στη Βιομηχανία της Παράδοσης Έτοιμου Φαγητού στο Σπίτι και η Προβολή τους στη Βιομηχανία Ποτού και Αναψυκτικού.

Marketing Research: the Identification of Customer Valued Factors in the Industry of Food Delivery and their Projection to the Drink & Beverage Segment. (english)

  1. MSc thesis
  2. FIORAVANTES, PAVLOS
  3. Διοίκηση Επιχειρήσεων (MBA)
  4. 06 September 2020 [2020-09-06]
  5. Αγγλικά
  6. 121
  7. KARLIS, DIMITRIOS
  8. KARLIS, DIMITRIOS | TZINIOUS, MARGARITA
  9. DRINKS | ΠΟΤΑ | FOOD | ΦΑΓΗΤΟ | DELIVERY | ΠΑΡΑΔΟΣΗ | MARKETING | ΜΑΡΚΕΤΙΝΓΚ | PRICE | ΤΙΜΗ | PRODUCT | ΠΡΟΪΟΝ | PLACE | ΤΟΠΟΘΕΣΙΑ | PROMOTION | ΠΡΟΩΘΗΣΗ
  10. 9
  11. 26
  12. Figure 2.1. 1: Customers Buying Model 6 Figure 3.3. 1: The Impact of Extraneous Variables in the Study 26 Figure 3.6.1. 1: Pie Chart of Favorite Type of Drink 36 Figure 3.6.2. 1: Distribution of Consumption of Fresh Juices 37 Figure 3.6.3. 2: Distribution of Consumption of Non Alcoholic / Soft Drinks 39 Figure 3.6.4. 1: Distribution of Beer Consumption 41 Figure 3.6.5. 1: Distribution of Wine Consumption 42 Figure 3.6.6. 1: Distribution of Spirits and Cocktails Consumption 43 Figure 3.6.8. 1: Pie Chart of Expectations of Drink Ingredients 46 Figure 3.7.2. 1: Optimal Price Based on Respondents’ Answers 50 Figure 3.7.2. 2: Indifference Price Point Based on the Survey 50 Figure 3.7.2. 3: Acceptable Price Range of Drinks and Beverages 51 Figure 3.7.2. 4: Acceptable Price Range of Wine 52 Figure 3.7.3. 1: Distribution of Household Weekly Expenses in Drinks and Beverages 53 Figure 3.7.4. 1: Pie chart of Expected Prices in Drinks in Home Delivery 54 Figure 3.8.2. 1: Distribution of Respondents’ Participation in Online Forums & Chatrooms 58 Figure 3.8.3. 1: Pie chart of People’s Preferences in Online Social Media 58 Figure 3.9.1. 1: The Upper Limit in Delivery Time Based on Respondents’ Preferences 60 Figure 4.2.1. 1: Commercial Website Impact on People’s Decision to Visit Bar/Restaurants 67 Figure 4.2.2. 1: The Effect of Online Review in Respondents’ Decision to Visit Bars/Restaurants by Age Group 68 Figure 4.2.3. 1: The Effect of Critics’ Review on Respondents’ Decision to Visit Bars/Restaurants by Age 69 Figure 4.2.4. 1: The Effect of Friends’/Relatives on Respondents’ Decision to Visit Bars/Restaurants by Age 70 Figure 4.2.5. 1: The Effect of TV ads on Respondents’ Decision to Visit Bars/Restaurants by Age 71 Figure 4.2.5. 2: Radio Ads Vs Respondent’s Selection of a Bar/Restaurant in Different Age Groups 72 Figure 4.2.5. 3: The Role of Internet Ads on Respondent’s Selection of Bars/Restaurants in Different Age Groups 73 Figure 4.2.5. 4: The Role of Magazine/Newspaper Ads on Respondent’s Selection of Bars/Restaurants in Different Age Groups 73 Figure 4.3. 1: Income and Respondents’ Price Consciousness 75 Figure 4.4. 1: Number of Members and Weekly Expenses on Drinks per Household 76 Figure 4.5. 1: Respondents’ Favorite Type of Drink and Their Place of Residence 76 Table 2.1. 1: Classification of Consumer Product Relevant to Buying Behavior 6 Table 2.2. 1: PLC vs Profit and Price 8 Table 2.2.2. 1: Customer Segmentation in the Delivery of Drinks & Beverages 11 Table 2.4.1. 1: Density of Store Location Extremes 15 Table 3.2. 1: Demographics 27 Table 3.3. 1: Product Preferences 29 Table 3.3. 2: Price Preferences 30 Table 3.3. 3: Promotion Preferences 32 Table 3.3. 4: Distribution Preferences 33 Table 3.6.1. 1: The Ranking of Customers’ Product Preferences and the Trend for Low/Free of Alcohol Drinks 36 Table 3.6.2. 1: Frequencies of Consumption of Fresh Juices 37 Table 3.6.2. 2: Computations of Consumption of Fresh Juices 38 Table 3.6.2. 3: ͞x, Mode, Median, S 38 Table 3.6.3. 1:Frequency of Non Alcoholic/Soft Drinks Consumption 39 Table 3.6.3. 2: Computations of x, Mode, Median, S 39 Table 3.6.4. 1: Frequency of Beer Consumption 40 Table 3.6.4. 2: Computations of ͞x, Mode, Median, S 40 Table 3.6.5. 1: Frequency of Wine Consumption 41 Table 3.6.5. 2: Computations of ͞x, Mode, Median, S 42 Table 3.6.6. 1: Frequency of Spirits/Cocktails Consumption 43 Table 3.6.6. 2: Computations of ͞x, Mode, Median, S 43 Table 3.6.7. 1: Respondents’ Favorite Drink Vs Frequency of Consumption of One Brand 44 Table 3.6.7. 2: Favorite Drink Vs Brand Loyalty 45 Table 3.6.8. 1: Frequency Distribution of Expectations of Drink Ingredients 45 Table 3.7.1. 1: Respondents’ Favorite Drink Vs Frequency of Their Price Consciousness 47 Table 3.7.1. 2: Favorite Drink Vs Customers’ Type 47 Table 3.7.2. 1: Respondents’ Price Preferences and Their Cumulative Percentage 49 Table 3.7.3. 1: Frequency of Weekly Expenses and 53 Table 3.7.3. 2: Computations of ͞x, Mode, Median, S 53 Table 3.7.4 1: Frequency Distribution of Expected Prices in Drinks in Home Delivery 54 Table 3.8.2. 1: Frequency Distribution of People’s Participation in Online Forums/Chatrooms 57 Table 3.8.2. 2: Computations of ͞x, Mode, Median, S 57 Table 3.8.3. 1: Frequency of Respondents’ Preferences in Internet Social Media 58 Table 3.9.1. 1: Frequency of Respondents’ Preferences in Delivery Time of Drinks 59 Table 3.9.2. 1: Frequency of Consumption of Favorite Drink at Home/Work 61 Table 3.9.2. 2: Computations of ͞x, Mode, Median, S 62 Table 3.9.2. 3: Frequency of Hour of Favorite Drink Consumption 62 Table 3.9.3. 1: Ranking of Respondents’ Custom Way of Ordering Food/Drinks 63 Table 4.1. 1: Drink Preferences based on Gender 65 Table 4.1. 2: Brand Loyalty based on Gender 66 Table 5.1. 1: Ranking of Favorite Drink Based on Average Consumption 78
  13. Batzias, F. & Res Z. (2005), Advanced Quantitative Methods for Managers: Decision Making, Patras: Hellenic Open University.
    • Αυτή η διατριβή θα διερευνήσει την υπηρεσία κατ οίκον παράδοσης Φαγητού και Ποτού ως μια από τις πιο κερδοφόρες και αναπτυσσόμενες βιομηχανίες στην Ελλάδα και παγκοσμίως. Θα επισημανθεί η αντίθεση που υπάρχει μεταξύ των κλάδων φαγητού και ποτού καθώς ο πρώτος κατάφερε να ξεπεράσει τα γεωγραφικά όρια του καταστήματος και σήμερα να εξυπηρετεί περισσότερους πελάτες σε αντίθεση με τον τελευταίο που φαίνεται να χάνει κέρδη. Η βιομηχανία ποτών έχει προφανώς πολλά να μάθει από την αποκτηθείσα εμπειρία της παράδοσης φαγητού που έχει θέσει και τους κανόνες στο κομμάτι αυτό. Το θεωρητικό μέρος αυτής της διατριβής αναλύει τις πτυχές των 7p στο μάρκετινγκ και λαμβάνοντας παραδείγματα από την τακτική παράδοσης φαγητού, καταλήγει σε προτάσεις για την παράδοση Ποτών & Αναψυκτικών. Αυτές οι προτάσεις ποσοτικοποιούνται και μετατρέπονται σε ερωτηματολόγιο που διανεμήθηκε και απαντήθηκε από δείγμα ερωτηθέντων ως μέρος της έρευνας που αναπτύχθηκε στα Κεφάλαια 3 και 4. Από την ανάλυση των δεδομένων, συμπεράσματα σχετικά με την υπηρεσία παράδοσης ως Προϊόν, την Τιμή του και την Προώθησή του γίνονται στο κεφάλαιο 5. Επίσης στο ίδιο κεφάλαιο παρουσιάζονται σημαντικά συμπεράσματα σχετικά με τα χαρακτηριστικά της Διανομής των ποτών.
    • This dissertation will explore the service of home delivery of Food & Drinks as one of the most profitable and growing industries in Greece and world wide. The contrast between the food and the drink segments will be pointed out, as the former has managed to uplift store geographical boundaries and service more customers in contradiction to the latter which seems to be loosing profits. The Drink industry has apparently a lot to learn from the acquired experience of food delivery which has set the norms in this service. The theoretical part of this dissertation analyses the aspects of the 7 Ps and by taking examples from food delivery tactics, provides suggestions for the delivery of Drinks & Beverages. These suggestions are quantified and turned into a questionnaire distributed online and answered by individuals as part of the research developed in Chapters 3 and 4. From the data analysis, conclusions about the service of delivery as Product, its Price and its Promotion have been drawn in chapter 5. Important conclusions about the characteristics of the Distribution of the drinks are also made in the same chapter.
  15. Αναφορά Δημιουργού - Παρόμοια Διανομή 4.0 Διεθνές