Food delivery apps (FDAs) in Asia: an exploratory study across India and the Philippines

ABSTRACT

Purpose>This study explores and compares the reasons for or against including situational triggers on the adoption of food delivery apps (FDAs) across lesser-researched Asian countries like India and the Philippines.Design/methodology/approach>The study utilises a qualitative research methodology using focus group discussions and interviews across each country.Findings>Respondents from India highlighted the importance of convenience, aggressive discounts, app service quality, fulfilment and multiple payment options as the key reasons for adopting the FDAs. However, these factors require redressal in the Philippines context. Also, the study findings highlight some country-specific requirements in the Philippines, food packaging, cheaper options provided by the local convenience stores and lack of variety of food options;in India, the impact of parental beliefs and segregated vegetarian food delivery.Practical implications>The study makes practical suggestions for consumer behaviour researchers, developers and marketers of FDAs who are confronted with challenges in app development for a multi-cultural audience and to ensure growth and the adoption of the FDAs across the two countries.Originality/value>This is one of the first studies to compare diverse national markets to uncover differences and similarities in the factors impacting the adoption of FDAs. The results highlight the impact of varying levels of evolution of FDAs and social, technological and cultural contextual differences on the adoption of the FDAs across India and the Philippines.