Disclaimer
This research paper has been prepared for completion of the coursework assignment for The University of Adelaide. It is purely for academic purpose and cannot be used for any commercial purpose. In addition, the company selected for conducting this research does not have any direct or indirect interest or claim over this content. The use of the content of this report is strictly reserved with The University of Adelaide.
Contents
Executive Summary2
Chapter 1: Introduction3
Part I: Overview4
Part II: About UberEATS4
Part III: Research Questions4
Chapter 2: Research Methodology6
Part I: Methodology & Design7
Part II: Sample Participants7
Part III: Access of Data7
Chapter 3: Data Analysis & Findings9
Chapter 4: Conclusion and Recommendations13
Appendices
Appendix A: Interview Guide15
Appendix B: Transcripts16
References19
Executive Summary
This research is an attempt to identify the target market for the online food-delivery company, UberEats, and analysis of ‘what the customers like?’ and ‘What they don’t?’. In addition, the analysis takes the level of brand-awareness into account, concluding with the 4P’s of marketing to study the customer expectation and purchase intention. In short, the research report uses the qualitative methodology by adopting the interview method for collection of responses from the four identified target customer-groups.
The research helps in concluding that the best features of UberEats are its quick payment process, fresh and unique taste, quick delivery time, and discounted prices. In addition, there are a few recommendations for the company, including addition of more creative content and patterns on the website for engaging the new customers. Also, more restaurants should be added to the list for giving more options to the customers. Overall, the customers had strongly positive perception for UberEats.
Chapter 1: Introduction
This chapter presents the overview of the company and the purpose of the research. It includes:
Part I: Overview
Part II: About UberEATS
Part III: Research Questions
Part I: Overview
UberEats established itself in the year 2016 through its online portal and mobile application. It claims to deliver the food fast and in fresh condition, catalysing its sales dramatically. The objective of this research is to analyse:
The prospective target market
The current customer-liking for UberEats
The features that are ‘liked the most’ and ‘disliked the most’
The expectations from UberEats versus the other preferred companies
Purchase intention and spending quotient
Part II: About UberEats
UberEats is an online food delivery company, which had been into ride-sharing business before entering into food business. The company has partners in various cities of Australia for carrying out its operations. UberEats allows its customers to place their orders through their smartphone app and website. The company claims to deliver food in less than thirty minutes, which adds to its competitiveness (UberEats, 2017).
Part III: Research Questions
As the overview presents the overall research objectives, the research questions framed for further development of the interview are:
R. Question 1: What are the topmost target customer-groups of UberEats?
R. Question 2: How much do the customers repeat orders with UberEats?
R. Question 3: How much do the customers like UberEats over other close competitor(s)?
R. Question 4: What top-5 features make UberEats the preferable service?
R. Question 5: What top-5 features put UberEats service behind the other food-delivery company?
R. …
