Customers’ Online Food Purchase Behavior in Bangladesh

Abstract

Online food delivery services in Bangladesh have grown in popularity in recent years, and this trend is predicted to continue. Despite a fall in performance across the industry, this sector of the consumer food service industry is the only one that experienced growth in 2022. With a quantitative approach, this study aims to investigate how Bangladeshi consumers behave toward online food delivery services, analyze their demographics, and examine their post-purchase behaviors in order to gain insight into the factors that have contributed to the market's expansion from the standpoint of consumers. For this study, 241 questionnaire responses were analyzed and evaluated. Results show that the dependent variable (purchase intention) is significantly related to customer attitude, perception, perceived behavioral control and subjective norms. Implications are discussed at the end.