BRAND POSITIONING OF THE FOOD DELIVERY SERVICE THROUGH CONSUMERS PERCEPTIONS IN BANGKOK

Abstract

The objectives of this study were determined the similarity and dissimilarity for the brand positioning of food delivery according to the service quality dimensions. There are four companies most popular in Bangkok who are the food delivery service providers; Grab, GET, LINE MAN และ foodpanda. Researcher gathered the surveying data from the sampling units who knew and perceived the service from all of the food delivery brands in Bangkok areas by using 100 samples of each brand which became 400 sample in total though selective method of purposive sampling. The receiving data was analyzed by the statistical technique of  Multidimensional Scaling (MDS) and Correspondence Analysis (CA). Finally, the results generated to the Perceptual Map.

Research findings the results were as follows: the Multidimensional Scaling Analysis illustrated the similarity and dissimilarity from consumers perceptions and can be categorized by 3 group which were: 1) Grab and LINE MAN which the consumers had perceived that the similarities were most similar and had a trend perhaps become the competitors; 2) GET which the consumers had perceived that there were dissimilarities and had a trend not to become the competitors with group 1; and 3) foodpanda which the consumers had perceived that there were dissimilarities and had a trend not to become the competitors with group 1 and 2.

The analysis on the important attributes of service quality by using the Correspondence Analysis, the results illustrated the consumers perceptions relating to brands what can be categorized by 4 group which were; 1) Grab which the consumers had perceived that the Tangibles and Responsiveness were strengthened; 2) GET which the consumers had perceived that the Assurance was strengthened; 3) LINE MAN which the consumers had perceived that the Empathy was strengthened; and 4) foodpanda which the consumers had perceived that the Reliability was strengthened