An Evaluation of Marketing Strategies in the Food Delivery Industry: Understanding Consumer Preferences and Service Quality in Nueva Ecija

Abstract: This study evaluated the marketing strategies in the food delivery industry in Nueva Ecija, with emphasis on consumer preferences and perceptions of service quality. Using a descriptive–quantitative design, data were gathered from 320 respondents who were active users of food delivery platforms such as GrabFood, Foodpanda, and ShopeeFood. Stratified–purposive sampling ensured representation across municipalities and user profiles. Data were collected through a structured questionnaire covering demographic profile, consumer preferences (price and affordability, convenience and accessibility, variety of choices, promotional strategies, and delivery speed and reliability), and service quality dimensions based on SERVQUAL (reliability, responsiveness, assurance, empathy, and tangibles). Results revealed that affordability, convenience, promotions, and reliable service delivery were the most influential factors shaping consumer preferences.

Furthermore, service quality dimensions were rated positively overall, though respondents emphasized the need for improvements in timeliness, personalization, and digital updates. Correlation analysis indicated significant relationships between demographic characteristics—particularly age, sex, education, and income—and consumer preferences as well as perceptions of service quality, leading to the rejection of several null hypotheses. The findings highlight that marketing strategies and service quality are strongly shaped by demographic variations, emphasizing the importance of targeted promotions, improved delivery reliability, and continuous innovation in digital platforms.

Consumer Preferences, Service Quality, Food Delivery, Marketing Strategies, SERVQUAL

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