The Effect of Online Food Delivery Applications on Brand Awareness of Local Pizza Brands: A Study in Karachi, Pakistan

Abstract

In the era of advanced marketing, brand awareness is considered to be the most essential part of marketing. Every marketer almost tries to put an image of their brand at the top of their targeted customers' mind. Mostly, Organizations are prone to use different tactics, online promotional food delivery related applications for mobiles to create brand awareness. This particular study is targeted towards the research of how food delivery application leaves an impact in the market i.e. e-marketing, sales promotion, and mobile marketing are being thoroughly studied to measure how far they can go to establish brand awareness of local pizza brands which are located in the localities of Karachi. This study has hinted us to find out the most accurate and effective mean of creating brand awareness using online food delivery application and reaching out to those segments and targets which are influential towards the effective tactic in Karachi, Pakistan. Used Likert scale questionnaire to establish a survey and gathered the primary data, whereas secondary data was collected from the resources which are relevant to the topic, such as articles and research papers. The reliability test and validity of the questionnaire has also been taken into consideration, it was measured and ensured. To study about those who are particularly fond of fast food and specially pizza, it was focused to keep the age group in between 18 – 35 years, but as researches are not certain so there was a fraction of people who were above 46. Gathered data is analyzed through using analytical tools like correlation and regression using SPSS Software. All the research output shows a strong bonding in between brand awareness and online food delivery application. The final analysis was compiled through the regression analysis which showed that brand awareness was influenced and triggered by online food delivery application effectively used by the owners of the different Pizza brands. As a tool of promotional communications, an effective role was analyzed about online food delivery application in creating brand awareness of the local pizza brands in Karachi, Pakistan.