Branding of the Top 3 Popular Delivery Platforms in Malaysia

Sia, Qi Hong (2022) Branding of the Top 3 Popular Delivery Platforms in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

Text Sia Qi Hong_19WKR11466.pdf Restricted to Registered users only Download (3MB)

Abstract

The main objective of this thesis is to understand and examine the criteria of branding in making the Top 3 food delivery platforms in Malaysia successful. Also, at the beginning of the literature review, the author will deliver some key principles in order to brand successfully since branding is changing from products centric to customer-centric. Furthermore, it will deliver knowledge about consumers’ purchase decisions in order to understand consumers’ preferences in choosing the delivery platform. Besides, this research will also focus on answering these research question: 1. How does branding impact the success of the Top 3 delivery platforms (Grab Food, Foodpanda, and Shopee Food) in Malaysia? 2. How does branding influence consumers’ preferences in choosing the delivery platform? In order to make this thesis applicable, the author employs Qualitative Research - Case Studies and Quantitative Research - Questionnaire Survey as research methods. By this method, will be find out the impacts of branding on the success of Grab Food, Foodpanda, and Shopee Food in Malaysia through case studies. Also, the factors that influence consumers’ preferences in choosing the delivery platform.