Let’s get some food! The influence of marital status on the attributes’ perception of food delivery applications

Abstract

Purpose: This research aims to identify the influence of marital status on the attributes’ perception of fooddelivery applications (FDA) by Brazilian consumers, considering convenience, price, usability, various foodchoices, and trustworthiness.Methodology: This quantitative research study is based on a survey with a sample of 348 Brazilian FDA users,applying exploratory factor analysis (EFA).Findings: This article sought to answer the influence of marital status (considering people married or ina common-law marriage vs. single, separated, and divorced individuals) on the consumer’s perception ofattributes of food delivery applications (FDAs). The attributes analyzed were price, convenience, usability,various food choices, and trustworthiness. The results demonstrate differences between the groups, withsingle, separated, and divorced individuals emphasizing perceptions of the FDA attributes usability and price.Theoretical contributions: The study extends the theory on m-commerce and FDAs, as well as managerialimplications for companies in the food delivery sector. Armed with such knowledge, marketing managers candevelop strategies focusing on specific interest groups according to marital status, considering the attributesof greatest value for each segment.Relevance/Originality: The increase in FDA consumption has attracted the attention of the most diversemarket segments. This study brings light to new propositions concerning purchase habits by specific groups,reinforcing the need to improve communication between company and user, counting on resources such ascustomization and segmentation to optimize the use of apps.