Question

Case 2

Jolly Burger is a medium-sized handmade burger shop selling seafood burgers in Wanchai. All the handmade seafood burgers are filled with fresh ingredients, grilled shrimps, onion rings, French beans, pineapples, tomatoes, mushrooms, herbed mayo and more. The target customers are the nearby business executives and office ladies. The third-party delivery services like Foodpanda, Deliveroo, and UberEATS have been gaining popularity in recent years. Jolly Burger is planning to penetrate into a new online take-away segment through using their delivery services, by targeting families with children. In doing so, more insights are required on the roles of family members as well as children for online food ordering decisions.

Questions: a) Explain the FOUR roles of spouse and decisions in a family’s online food ordering decisions.

b) Explain the SIX roles of parents. Explain whether you agree or disagree that children can have significant influences on parents’ online food ordering decisions by providing TWO supporting reasons.

Answer 1

a)

If the spouse is working then the tiredness after the work hour may lead to the tendency to dine out or order food online. This also influences family members to order food at home .2)To break the monotony also wives tend to order food .3)The husbands may plan something different for their family to surprise them hence lands up with online food ordering.4)If both husband-wife are working then cooking becomes hectic hence the online ordering help them to have some ease after work and enjoy their personal space and give each other ample time which may otherwise get reduced if they are busy cooking.

b)Six roles played by parents are a)Initiator-Suggest about buying a product.b)Influencer-Parents influence the buying decision of their child.c)Decider:Parent's act as decider as the final nod is given by them only regarding any kind of purchase,d)buyer-Parents handles the purchase and all works required for buying.e)User-It's quite obvious that if they are purchasing some food they too will like to consume it.f)gatekeeper-They are the ones who control the information and assessment.

Yes, children have a significant influence on parent's online food ordering. If it was no so then restaurants or menu won't have special children segment, neither the advertisement will have focus on this sector. Food choices are being controlled by the children's choices as they are the priority for parents and what they like become first preference of parents to order. Children act as an influencer while making any online orders. Children are more attracted to fast-food chains such as Mcdonald's burgers, Pizza, etc.These outlets always come up with some offers to attract childrens which in turn bring parents along.