Impact of Food Descriptions on Consumer Purchase Intention Through

Online In Bangladesh
 Intern Report On
Impact of Food Descriptions on Consumer Purchase Intention Through Online In
Bangladesh
Course Title: Intern
Course Code: BUS499

Instructed By
Dr. Md. Abdul Momen
Associate Professor
Department of Business Administration
East West University

Submitted by
Nafiza Anzum Saima
ID: 2017-2-10-031
Department of Business Administration
East West University
 Letter of Transmittal

21st January, 2022

Dr. Md. Abdul Momen
Assistant Professor
Department of Business Administration,
East West University
Subject: Study on Impact of Food Descriptions on Consumer Purchase Intention Through
Online In Bangladesh
Dear Sir,
With great veneration and humble approach, we are submitting our report on the topic titled
“Impact of Food Descriptions on Consumer Purchase Intention through Online in Bangladesh”
which we have prepared to fulfill the requirement of course Internship (BUS 499).While
preparing the report, we closely focused on the topic & tried to assimilate and to providethe most
complete information available. We believe that it will provide you a clear scenarioof the issue.
We thank you for allowing us to do a report on Impact of Food Descriptions on Consumer
Purchase Intention through Online in Bangladesh. This will give us an experience which we can
use in our professional life. We will be always available for any further queries and to answer
any questions on this report.
Yours sincerely,
Nafiza Anzum Saima.

Letter of Consent
21st January, 2022
Consent Letter for the report on “Impact of Food Descriptions on Consumer Purchase Intention
through Online in Bangladesh” This is to hereby notify the fact that the report on “Food
Descriptions “Impact on consumer purchase intention” done for the course of BUS499. This
paper was formulated under the guidance of the course instructor, Dr. Md. Abdul Momen,
Assistant Professor. Hence the further use and publication of this report on Food Descriptions on
Consumer Purchase Intention through Online in Bangladesh. Hence the use of the report without
me along with the course instructor is held as a punishable offense. This paper can further be
used only and only by the consent of all the parties or else the use will be considered as void.
Hereby supporting the consent letter, the authors of the report on “Impact of Food Descriptions
on Consumer Purchase Intention through Online in Bangladesh”

Nafiza Anzum Saima

 Acknowledgement

I would like to express my utmost gratitude and wholehearted appreciation to all those who
helped me and provided me with the opportunity to complete and present this report.
Furthermore, I would like to thank the almighty because of successful completion of this term
paper. I would like to thank our honorable Faculty Assistant Professor Dr. Md. Abdul Momen
for providing me with the opportunity to work on this term paper and gain experience. I also
thank all my friends who inspired us and helped us to build confidence and put us in a deep
concentration to carry on our course work and supported us at the end with great excellence.
We lastly would like to express our appreciation to my East West University, and I am
eventually grateful to the University and its excellence that works for education encourages me
and creates knowledge
Table of Contents

CHAPTER 1: Introduction..............................................................................................................1
1.1 Introduction............................................................................................................................1
1.2 Background of The Study:.....................................................................................................1
1.3 Theoretical Underpinning:.....................................................................................................1
1.4 Problem Statement:................................................................................................................2
1.5 Objective of study..................................................................................................................2
1.6 Research Questions:...............................................................................................................3
1.7 Significance of the study:.......................................................................................................3
CHAPTER TWO: Literature Review..............................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Industry Overview:................................................................................................................4
2.3 Independent & Dependent Variable.......................................................................................4
2.4 Literature review on previous studies....................................................................................8
JOURNAL 1...........................................................................................................................................8
JOURNAL 2...........................................................................................................................................9
JOURNAL 3.........................................................................................................................................10
2.5 Literature Gap:.....................................................................................................................10
2.6 Hypothesis development:.....................................................................................................11
2.7 Mathematical Model............................................................................................................11
2.8 Graphical Model:.................................................................................................................11
CHAPTER 3: Research Methodology...........................................................................................12
3.1 Introduction..........................................................................................................................12
3.2 Research Design...................................................................................................................12
3.3 Data Analyzing Method.......................................................................................................13
Chapter 4: Finding and Analysis...................................................................................................14
4.1 Gender..................................................................................................................................15
4.2 Age.......................................................................................................................................16
4.3 Education.............................................................................................................................17
4.4 Occupation...........................................................................................................................18
4.5 Income..................................................................................................................................19
Chapter 5: Factor Analysis:...........................................................................................................20
 5.1 KMO & Bartlett’s test..........................................................................................................20
5.2 Rotated Component Matrix..................................................................................................22
5.3 Factor Analysis with small Coefficient Suppression:..........................................................23
CHAPTER 6: Regression Analysis...............................................................................................25
6.1 Model Summery...................................................................................................................25
6.2 ANOVA Table Analysis:.....................................................................................................25
6.3 Coefficient Table Analysis...................................................................................................26
Chapter 7: Recommendation.........................................................................................................27
Chapter 8: Conclusion...................................................................................................................27
Chapter 9 : Job Responsibilities....................................................................................................27
CHAPTER 1: Introduction
1.1 Introduction

Now a day’s online food ordering increased a lot. For ordering food online many people use
different food delivery app such as foodpanda , pathao , hungry naki many more. While ordering
food sometimes some of restaurants has some unusual name in their menu for this customer
might not understand what actually the item is or what ingredients are used to make that dish.
For this customers might not get interest to order that food. So many food delivery companies
they add descriptions with the particular item or dish. In my research the main core idea is to
determine what type descriptions are influencing the customer intention of purchasing. The goal
is to explore consumer behavior purchasing food reading the description of particular item.
1.2 Background of The Study:

Online food ordering is now increasing day by day as consumers are more alert about what they
are ordering online. For that, many food delivery companies are focusing on many things like
quality, delivery time, and one of the major parts is the food description on the app for each item.
Food descriptions give an overview of what the dish is and what type of ingredients are used to
prepare it. As Bangladesh has many religious people, this description is now a must-have before
ordering anything online. Research on food description has been done before but not that putting
more importance on online food ordering I am focusing on food descriptions influence consumer
purchase intention through online.

1.3 Theoretical Underpinning:

What food description will help?

Consumers are becoming more aware of what they are getting online, resulting in an increase in
online food ordering. Many meal delivery firms are concentrating on a variety of factors to
achieve this, including quality, delivery time, and one of the most important aspects is the food
description on the app for each item. Food descriptions provide an overview of the food and the
components utilized in its preparation. Due to the large number of religious people in
Bangladesh, this explanation is now required before ordering anything online. Consumer can
easily understand what they are ordering as during online order there is no waiter to understand
them about the food. Sometimes some food has unusual names which are not under stable for
example international cuisine for this food description helps a lot.

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1.4 Problem Statement:

Specific Marketing Research Problems:

1. To identify consumer psychology after seeing description of food while ordering food
through online.
2. To identify whether customers get the any benefit from these descriptions of food
ordering from online.
3. To identify consumer interest about reading those descriptions while ordering food.

Broad Marketing Research Problem:

To determine Food Descriptions Influence Consumer purchase Intention Through online
Management Decision Problem:
Should the company use descriptions for each food for influence customers purchase intention

1.5 Objective of study

Broad objective:
The broad objective of our study is to find out food descriptions influence consumer purchase
intention through online.
Specific Objective:
Specific objectives of our study are to find out
 Food descriptions which have information of ingredients that influence consumer
perception towards online food ordering or not.
 Food descriptions with appealing slogan influence consumer perception or not.
 Accuracy of the information in food descriptions influence consumer attitude towards
online food ordering or not.

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1.6 Research Questions:

RQ1: Do food descriptions which have information of ingredients that influence consumer
perception towards online food ordering?
H1: Food descriptions which have information of ingredients that influence consumer purchase
intention towards online food ordering.
RQ2: Do food descriptions with appealing slogan influence consumer perception?
H2: Food descriptions with appealing slogan influence consumer purchase intention.
RQ3: Does accuracy of the information in food descriptions influence consumer attitude
towards online food ordering?
H3: Accuracy of the information in food descriptions influence consumer purchase attitude
towards online food ordering.

1.7 Significance of the study:

The study is based on the independent and dependent factors which can impact on consumer.
The purpose of this research is to examine - if food description is associated with Consumer. It
will help the customers to get an idea about how food description influences them. And it will
change the attitude toward purchase intention. This study’s independent variable, which is food
description and dependent variable, purchase intention are the key elements of this research to
find out the real scenario. This is necessary and beneficial for the people of the society.
Therefore, by this research not only consumers and society but also the industry itself will going
to be benefited.

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CHAPTER TWO: Literature Review

2.1 Introduction

In A literature review is a simple summarization of the relevant sources – writings, articles,

publications etc. It is a recap of the important information of the source. A literature reviews
discuss published information in a particular subject area. Literature reviews provide readers a
handy guide to a particular topic. If the reader has limited time to conduct research, literature
reviews can give you an overview or act as a steppingstone.
2.2 Industry Overview:

According to a 2019 news story, Bangladeshi food delivery companies used to deliver 25,000
orders each day at the time. At the time, the four largest industry companies – HungryNaki,
Foodpanda, Pathao Food, and Shohoz Food - controlled 90% of the market. In 2020, eFood will
have amassed a sizable market share in a relatively short period of time. Bangladesh's meal
delivery market is estimated to be around BDT 30-50 million, according to industry analysts.
One of the reasons for the popularity of such food delivery services has been the presence of city
dwellers. Around 40% of the country's population is under the age of 25, with more than 35%
living in cities. Every year, the number of city workers who are more or less reliant on fast food
grows. Commuting to work and traveling inside the city took up a large portion of the working
population's time.

2.3 Independent & Dependent Variable

Dependable variable Purchase intention

Independent variables . Information of ingredients

. Appealing slogan
. Accuracy of the information

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IV Variables Items Source

5|Page
Independent 1. Information of  Food source  Importance of
variables ingredients  Sugar content details in food
descriptions in
estimating
 Flavored components population
nutrient intake
distributions
 Importance of
details in food
 Uncommon ingredients descriptions in
 Mention allergic ingredients estimating
population
nutrient intake
distributions

 Familiar word using

 Relatable description  Self-developed
2.Appealing
slogan  Self-develop
 Using adjectives  Design of an
Interlinked Food
Description
 Attractive long slogan (IFD) Database.
 Short slogan A New Food
Description
System.
Expanded and
 Visual image of food
revised from the
matched with information
initial Factored
 Information about quality
Food
Vocabulary.

 Quantity of food  Consumer

3.Accuracy of the  Cooking method Knowledge about
information Food Labeling
and Fraud

 Preservation method
 Self-developed

 Self-developed

 Antecedents of
Behavioral
Intention to Use
6|Page
Dependable variable  Satisfaction
(Customer Satisfaction with Online
Food Ordering )
 Frequently order ratio
(Customer Satisfaction
with Online Food Ordering
)
Purchase intention
 Use of promo code
(Antecedents of Behavioral
Intention to Use Online
Food Delivery Services:
An Empirical
Investigation)
 Recommended others(self-
devolved)
 Progress (self-devolved)

Relation between Dependent and Independent Variable

 Information of ingredients in food description: Some of the food description is given with
ingredients of particular food or dish. This description with ingredients on online food
ordering put an impact on consumer perception.
 Appealing slogan in food description: sometimes food description with appealing short
slogan also put impact on consumer perception regarding online food ordering.
 Accuracy of the information: Consumer’s perception towards the food description
depends on how accurate the information is given in to the description.

And all these things lead the consumer to make a purchase.

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2.4 Literature review on previous studies

JOURNAL 1

Vinish P (India), Prakash Pinto (India), Iqbal Thonse Hawaldar (Bahrain), Slima Pinto
(India)Antecedents of behavioral intention to use online food delivery services: an
empirical investigation
https://www.researchgate.net/publication/348527264_Antecedents_of_Behavioral_Intentio
n_to_Use_Online_Food_Delivery_Services_An_Empirical_Investigation [accessed Dec 27
2021].
Summary of journal:
India's online food delivery sector continues to expand at a steady rate. With a spike in orders on
weekends, maintaining delivery timetables during peak demand, offering substantial discounts to
address waning client loyalty, decreasing cash burns, and managing food quality inconsistency,
the firm faces unique dynamics and problems. Food aggregators, on the other hand, are
anticipated to have a bright future because to the fast-paced lifestyle and the rise of millennial in
the workforce. The researchers were motivated to conduct this investigation because of the
foregoing context. An empirical study was conducted in chosen towns in Karnataka, India, to
investigate the consumption occasion and antecedents of online food ordering. A systematic
questionnaire was used to collect data from 385 respondents using telephonic and mail surveys.
Exploratory component analysis and multiple regressions were used to analyze the replies. The
study's findings revealed a link between the constructs of 'purchasing reasons,' 'aggregator
attractiveness,' and consumer satisfaction. Customers' happiness varies significantly according to
the ease with which they can place their orders, the quality of the cuisine, the availability of food
and restaurant reviews, offers and discounts, faster home delivery, and the huge number of
restaurants featured on the aggregator's website. Furthermore, aggregator attractiveness has a
greater impact on consumer happiness than purchasing incentives.
The current study adds to the previous literature by examining the practical ramifications of
online meal delivery services in India. According to the findings, aggregator appeal is a critical
component in online food delivery services and can have a substantial impact on the buyer's
propensity to return. Food aggregators are facing backlash from restaurant chains that are listed
on the app platform for retaining client data in order to build their own food offerings.
The impact of such an approach on traditional eateries listed on the aggregator's website should
be investigated further in future studies. Food delivery firms have identified millennial as a
possible target market. Food aggregators may benefit from investigations into their purchasing
motivations and preferences in order to personalize their app platforms.

8|Page
JOURNAL 2

Liangzi Zhang1,2, Anouk Geelen1, Hendriek C. Boshuizen1,2, José Ferreira2and Marga C.

Ocké1,2 Importance of details in food descriptions in estimating population nutrient
intake distributions
https://doi.org/10.1186/s12937-019-0443-5Content courtesy of Springer Nature, terms of
use apply. Rights reserved.
Summary of journal:
National food consumption surveys are significant policy tools for monitoring a population's
food intake. However, gathering and processing such extensive data takes a lot of time and work.
By selecting less significant elements of food descriptions and examining their impact on energy
and nutrient intake distributions, we hoped to increase data collecting efficiency. Food
consumption data were obtained in 3819 people in the Dutch National Food Consumption
Survey 2007–2010 via interviewer-administered 24HRs using Globe Diet software. Participants
were asked about the qualities of each food item in terms of the relevant attributes by
interviewers. Data on food consumption was then linked to a database of food composition. The
random forest technique was used to determine the value of facets in predicting energy and each
of the 33 nutrients. After that, a simulated study was run to see how eliminating less significant
features affected population nutrient intake distributions.
We eliminated 35% of the features from the entire food intake database since they were deemed
insignificant. The bulk of the percent difference in percentile estimates of the population nutrient
consumption distributions before and after facet deletion (79.4 percent) varied from 0 to 1%,
whereas 20% of cases ranged from 1 to 5%.
In predicting population nutrient intake distributions, we found that our technique was successful
in identifying less important food descriptions. The elimination of meal descriptions has the
potential to save time during interviewing and data processing while maintaining survey data
quality.

9|Page
JOURNAL 3

Dagobert Soergel ( University at Buffalo, the State University of New York Department
of Library and Information Studies)
Design of an Interlinked Food Description (IFD) Database. A New Food Description
System. Expanded and revised from the initial Factored Food Vocabulary. (Technical
Report)
Summary of report:
This document describes the construction of a food-description database that is a step forward
from the FDA's Factored Food Vocabulary (FFV). The new Interlinked Food Description (IFD)
technology allows for additional information to be recorded, including full ingredient indexing. It
takes into account food's complex structure, where one food product is frequently an ingredient
in a more complex food product. This document goes through the design in greater depth and
establishes the ground work for building a prototype.
On this report the vocabulary specialist Develop a structured list of entity values to be used in the
pilot database using the entity-relationship approach to food description based on the Factored
Food Vocabulary. Required qualifications Knowledge of the Factored Food Vocabulary, The
ability to organize a group of terms Capacity to gather and deliver information on terms Ability
to learn and operate with the CFSAN thesaurus system.
2.5 Literature Gap:

In recent times there is no research on this topic, due to time gap the research outcomes are not
applicable for current online food ordering industry. For food description, there is hardly seen
any kind of research paper due to lack of proper study about this industry. As there are no
relatable journals about food description has impact on consumer in terms of online ordering our
research paper will include it.

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2.6 Hypothesis development:

H1: Food descriptions with ingredients can put an impact on consumer purchase intention
towards online food ordering.
H2: Consumer purchase intention is also influenced by appealing slogan.
H3: Accuracy of the information in food description can also influence consumer purchase
intention regarding online food ordering.
2.7 Mathematical Model

Purchase Intention = (a1 = Information of ingredients) + (a2= Appealing slogan) + (a3=

Accuracy of the information)

2.8 Graphical Model:

Information
of
ingredients

Appealing
slogan
Purchase
intention

Accuracy of
the
information

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CHAPTER 3: Research Methodology
3.1 Introduction

This is quantitative study as we collected data from doing online surveys and is more
concerned with statistical data that can be computed. In terms of objectives, this is an
exploratory research study because our objective is to provide insights and understanding
about food description effect on consumer in online food ordering.
3.2 Research Design

Exploratory Research:
1. Focus group discussion: I will conduct a focus group discussion on 3 groups of 10
individuals to gain insights about their perception about giving food description and their
attitude towards ordering food through online. The individuals will be into 3 category
which are
1. Those who frequently order food from online.
2. Those who order food on average bases.
3. Those who order food often from online.
2. Secondary data analysis: I will go through several journals related to our research
topic.

Descriptive Research:
I will be following the questionnaire method here to quantify the purchase intention of customers
about food description on online ordering. We will also examine the demographic and
psychographic profile of the target audience.

Data Collection Method:

We will be collecting both primary and secondary data:
 Primary Data: Primary data will be collected via a survey questionnaire where I will
collect information from 200 respondents and use that data to draw a conclusion about
our research problem after analyzing it.
 Secondary Data: I will secondary data from the journals. I will collect those journals
from the internet.

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Sample Respondents Selection Criterion
Area
Consumers who spends
most of their time on social
media. Mostly use online
food ordering apps. Mostly
a younger generation of
target audience as they are
more attracted to these
types of communications.
Dhaka city

Sample Size 200

Scaling Technique Likert scale, Rank order,

Paired comparison,
Semantic differential scale

3.3 Data Analyzing Method

I will be doing conclusive research which means that the data collected from the questionnaires
will be analyzed by statistical tools to reach a conclusion. After done collecting the data, I will
use the SPSS software to analyze the data and test the reliability of the data as well as calculate
the regression between the dependent variable and for all the independent variable separately. I
will also test our hypotheses to reach a conclusion for the research.

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Chapter 4: Finding and Analysis
Our frequency table shows we have 219 respondents where we found 3 statistical data for the
respondents.
 The Mean are 1.58 for gender, 1.80 for age, 2.71 for education, 1.42 for income and
1.80for occupation.
 The Modes are 2 for gender, 2 for age, 2 for education, 1 for income and 1 for
occupation.
 The Standards deviations are .495 for gender, .585 for age, .848 for education, .855 for
income and .997 for occupation.

Statistics
gender age income occupation education level
N Valid 219 219 219 219 219
Missing 0 0 0 0 0
Mean 1.58 1.80 1.42 1.80 2.71
Median 2.00 2.00 1.00 1.00 2.00
Mode 2 2 1 1 2
Std. Deviation .495 .585 .855 .997 .848

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4.1 Gender

Gender: In our survey, 42% respondents are male and 58% are female. From our 219
respondents 92 are male and 127 are female.

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid male 92 42.0 42.0 42.0
female 127 58.0 58.0 100.0
Total 219 100.0 100.0

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4.2 Age

Age: Here we can see that, most of our respondents come from 18-23 years’ age, which is 26%.
Gradually, people whose age is between 24-29 who are familiar with online food ordering and
the percent is 70.3%. After that people whose age is from 30 to 35 who the percent is 0.9%.
Respectively the percentage is 2.7% is for the respondents between 36 to 41 who are familiar
with online food ordering.

Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-23 57 26.0 26.0 26.0
24-29 154 70.3 70.3 96.3
30-35 2 .9 .9 97.3
36-41 6 2.7 2.7 100.0
Total 219 100.0 100.0

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4.3 Education

Education: From the below pie chart we can see, from our respondents 20.1% are graduates.
25%, respondents did post-graduation and then 54.3% undergraduate and equivalent degree
holders of total respondents know about online food ordering.

Education level
Cumulative
Frequency Percent Valid Percent Percent
Valid undergraduate 119 54.3 54.3 54.3
graduate 44 20.1 20.1 74.4
postgraduate 56 25.6 25.6 100.0
Total 219 100.0 100.0

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4.4 Occupation

Occupation: From the chart we can see that occupation of the respondents. For types of people
was our respondent student, Govt employee, Private Job holder, Business owner. So, we can see
that among respondents 219 are student showing 58.4%, Govt employee 5.5%, Private job holder
are 33.3% and Business owner 2.7%.

occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid student 128 58.4 58.4 58.4
Govt employee 12 5.5 5.5 63.9
private job 73 33.3 33.3 97.3
business owner 6 2.7 2.7 100.0
Total 219 100.0 100.0

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4.5 Income

Income: From the chart we can see that among respondent’s maximum people earns less than
10000 which is 71.7%. This is because 58.4% of our respondents were students. After that we
can see that 22.4% respondents earns between 10000 to 20000. Again, 2.3% earns 21000-30000
and 3.7% of 41000-50000.

Income
Cumulative
Frequency Percent Valid Percent Percent
Valid less_than_20000 157 71.7 71.7 71.7
10000-20000 49 22.4 22.4 94.1
21000-30000 5 2.3 2.3 96.3
41000-50000 8 3.7 3.7 100.0
Total 219 100.0 100.0

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Chapter 5: Factor Analysis:
5.1 KMO & Bartlett’s test

Factor Analysis is done to check further to what extend has the respondents linked to the
questionnaires. This analysis helps us to get a more authentic and specific data of the respondents
and it further eliminates rest of the unwanted and unnecessary collisions. It further clears up the
confusing items and the data after factor analysis gives more accurate data. Without Factor
analysis the research is questionable and unclear. While doing Factor Analysis, we used Kaiser-
MeyerOlkin Measure of Sampling Adequacy and Bartlett’s test of Sphericity (KMO & Bartlett’s
test), Communalities, Total Variance Explained and Rotated Component Matrix for analysis our
dataset of 219 respondents. Result of each test is stated specifically in this paper.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .789
Bartlett's Test of Sphericity Approx. Chi-Square 1883.882
df 105
Sig. .000

In the KMO test, the sampling adequacy was 0.789, which indicates the sample size for our
survey was adequate. In the Burtlett's test of sphericity, the Chi-Square was 1883.882. And the
significance value was less than 0.05. This means the null hypothesis is rejected which also
indicates that our sample size was good enough.

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Total Variance Explained
Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues Squared Loadings Loadings
% of % of % of
Compo Varianc Cumulat Varianc Cumulat Varianc Cumulat
nent Total e ive % Total e ive % Total e ive %
1 4.942 32.949 32.949 4.942 32.949 32.949 2.834 18.893 18.893
2 2.071 13.804 46.754 2.071 13.804 46.754 2.753 18.353 37.246
3 1.878 12.521 59.275 1.878 12.521 59.275 2.186 14.571 51.817
4 1.187 7.911 67.186 1.187 7.911 67.186 1.719 11.463 63.279
5 1.032 6.881 74.067 1.032 6.881 74.067 1.618 10.787 74.067
6 .851 5.676 79.743
7 .714 4.759 84.502
8 .524 3.491 87.993
9 .457 3.045 91.037
10 .439 2.927 93.965
11 .319 2.126 96.091
12 .240 1.599 97.690
13 .180 1.200 98.890
14 .097 .649 99.539
15 .069 .461 100.000

In the table of Total Variance Explained, we test that how many groups are formed from the
factors that is set in the questionnaire and we further reconfirm the items through this table. In
the table we see how many groups the respondents found from the set questionnaire by checking
the Initial Eigenvalues, where if the Initial Eigenvalues are more than or equal to 1, we consider
that as a total factor. And if the cumulative percentage of Rotation Sums of Squared Loadings is
more than 60% then then variables are significant.

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5.2 Rotated Component Matrix

Rotated Component Matrixa

Component
1 2 3 4 5
IOI1 .707
IOI2 .546
IOI4 .658
AS3 .744
AS4 .810
AS5 .845
AOI1 .862
AOI2 .765
AOI3 .844
IOI3 .788
IOI5 .813
AS1 .780
AS2 .646
AOI4 .606
AOI5 .562
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 9 iterations.

In the KMO test, the sampling adequacy was 0.789, which indicates the sample size for our
survey was adequate. In the Burtlett's test of sphericity, the Chi-Square was 1883.882. And the
significance value was less than 0.05. This means the null hypothesis is rejected which also
indicates that our sample size was good enough. In the first factor analysis, we put our three
independent variables in one dependent variable for the analysis. Three independent variables
was Information of ingredients, Appealing slogan, Accuracy of the information. We have done
this without suppressing any value. In this factor analysis, our three variables got into two
different clusters.

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5.3 Factor Analysis with small Coefficient Suppression:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .837

Bartlett's Test of Sphericity Approx. Chi-Square 935.511
df 36
Sig. .000

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Compon % of Cumulati % of Cumulati % of Cumulati
ent Total Variance ve % Total Variance ve % Total Variance ve %
1 3.571 39.675 39.675 3.571 39.675 39.675 2.270 25.219 25.219
2 1.794 19.936 59.611 1.794 19.936 59.611 2.231 24.788 50.007
3 1.290 14.338 73.948 1.290 14.338 73.948 2.155 23.942 73.948
4 .622 6.909 80.858
5 .592 6.574 87.431
6 .465 5.172 92.603
7 .340 3.775 96.378
8 .178 1.973 98.351
9 .148 1.649 100.000
Extraction Method: Principal Component Analysis.

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Rotated Component Matrixa
Component
1 2 3
IOI1 .905
IOI2 .825
IOI4 .718
AS3 .812
AS4 .861
AS5 .789
AOI1 .865
AOI2 .761
AOI3 .857
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.a
a. Rotation converged in 4 iterations.

Since the least criteria for making a cluster is to be 3 factors, hence we removed the problematic
items IOI3, IOI5, AS1, AS2, AOI4, AOI5. Also, the response indicated these are redundancy.
After the second factor analysis, we have received 3 clusters from 3 variables. Also, we had to
suppress the small coefficient to 0.42. In the second factor analysis, the KMO score became
0.837 which is still above the benchmark. This still indicates that the number of respondents is
good enough.

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CHAPTER 6: Regression Analysis
After the factor analysis, we run the regression analysis. Share we performed linear regression.
After performing linear regression, we got the model summary table, ANOVA table, and
coefficient table.
6.1 Model Summery

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .737 a
.505 .597 2.62723
a. Predictors: (Constant), Accuracy_info, Appeling_slogan,
Information_ingredients

In the model summary table, the R Square is 0.505. And after reducing the errors the adjusted R
Square is 0.597. This indicates that our model is performing well. All independent variables are
explaining the dependent variable properly. Benchmark for a model summary table is 0.20.
Anything above 0.20 indicates that the model is performing well. The model is consumer
purchase intention through online food ordering depends on food description's Information of
ingredients, Appealing slogan, Accuracy of the information. Here all three independent variables
are explaining the dependent variables which are consumer purchase well.
6.2 ANOVA Table Analysis:

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 1011.012 3 337.004 48.825 .000b
Residual 1484.004 215 6.902
Total 2495.016 218
a. Dependent Variable: PI
b. Predictors: (Constant), Accuracy_info, Appeling_slogan, Information_ingredients

To check the model summary, we also performed an ANOVA table. This is also a part of the
linear regression analysis of our model. The ANOVA table tells us the significance of the F
value against the degree of freedom. Here the significance is less than 0.05, which means the null
hypothesis is rejected. The null hypothesis says that if the value does not have any significance
against the degree of freedom. But we are rejecting the null hypothesis, which means the value
has significance against the degree of freedom.

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6.3 Coefficient Table Analysis

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 7.234 1.707 4.237 .000
Information_ingredien .468 .140 .200 3.341 .001
ts0.200
Appeling_slogan .802 .077 .569 10.358 .000
Accuracy_info -.188 .163 -.068 -1.155 .249
a. Dependent Variable: PI

From the coefficients table, we can get the significance value, standardized coefficients beta. The
significance value of our two independent variables is less than 0.05 separately. This means that
the null hypothesis is rejected. For these two the hypotheses have significant value. But
independent variable accuracy of information the null hypothesis is not rejected as the significant
value is more the 0.05. So, this variables does not have impact on dependent variable.. The beta
value indicates the impact of the independent variables. The more the better value the more
impact the independent variable has on the dependent variable. Where we can see that our
independent variable has a beta value of 0.200, 0.569 and -0.068.The appealing slogan on food
description has a beta value of 0.569. This is the highest beta value we have among the three
independent variables. We also have information of ingredients beta value of 0.200. The
information of ingredients on food description has a 20% impact on consumer perception.
Appealing slogan on food description has a 56.9% impact. This is the interpretation we got from
our linear regression analysis of our model.

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Chapter 7: Recommendation
We can see from the coefficients chart that, the Standardized Coefficients Beta of two
independent variables. From appealing slogan we can see that the score is 0.569 which is the
highest from the rest of the independent variables. Moving forward to the next variables we can
see that information of ingredients score is .200 which is less than the previous variable. But
accuracy of information this variable does not have any impact as per my respondents. Here, we
can learn from this that, appealing slogan on food description is very important part when people
order food from online. The score shows how much people value about this.

Chapter 8: Conclusion
From what study, the data analysis projected the model summary, a value of 0.597. This is also
known as adjusted R square. This indicates that our model is performing very well. There are
other independent variables exists, which also can influence consumer purchase. But from our
study we recommend that the online food delivery companies should focus more on Appealing
slogan on food description for influencing the consumer purchase intention more in a positive
way. However, we may have to go no for further and long-term research to find those factors all
independent variables which also influence consumer purchase intention regarding food
description in online food delivery.

Chapter 9: Job Responsibilities

From 8th September 2021 I have jointed foodpanda Bangladesh limited as intern department
Sales operations. In Foodpanda, I was in Sales Operation department, under content team. My
primary responsibility was to stay present of the Foodpanda site in Bangladesh, which included
maintaining menu material for vendors, sending mail to dealers, frequently updating the site's
contents, and meticulously observing each. Working with the content division demands regular
communication with the restaurant owners. Cooperating with them and understanding our
customers' needs provided me with a unique learning experience in terms of passing on and
comprehending social classes from the corporate world, which will certainly assist me in the near
future in pushing my calling to a higher level. We were 5 interns working there in a particular
project which was “Project Copperfield”. We described all the items in the menu for better
understanding for the customers. Food descriptions give a brief overview of the food and the
ingredients used to make it. Because of Bangladesh's vast religious population, this explanation
is now necessary before ordering anything online. Because there is no server to explain the dish
to the customer during an online order, they may readily understand what they are ordering.
Some foods have strange names that aren't always consistent, such as international cuisine, in

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which case a food description is extremely helpful. People are becoming increasingly aware of
what they are getting online, resulting in an increase in online food ordering. Many meal delivery
firms are concentrating on a variety of factors to achieve this, including quality, delivery time,
and one of the most important aspects is the food description on the app for each item. It has also
increased the sales of the company as our food descriptions were appealing.
During this internship my key responsibilities were

 Updating the menus & writing the descriptions

 Sending the menu to the KAM & AM
 Sending follow up mails
 After approval from KAM uploading those in the Backend of foodpanda

Weekly Action Plan for Each Month:

In Foodpanda my department is Sales Operation, thusly my main concentration was with respect
to this division. As my position as an intern is very basic, like- I had to manage the menu
descriptions, then send it to the clients and then after the approval I need to upload the menus in
the backend which shows in the Foodpanda app. Our supervisor has set a goal that we have to
complete at least 6-8 menus a day, which means if we work for 6 days a week, we need to
complete 36-48 menus.
Monthly Report:
As we have done the weekly report before so we can calculate the monthly responsibilities by
using the weekly report. If we look at the weekly table, in a month we need to do more than150
menus and 16000+ line items. All months are not same as this, sometimes we need to do3-4
menus a day which means work inflow is lower. We also need to contact with the Key Account
Managers for approval of the menus. After approval of the menus, we need to upload it in
backend of Foodpanda. We have weekly meetings with our supervisors about the work inflows,
problems we are facing or for learning new works.
Problems Encountered During Internship:
Through internship, college understudies move into a calling and start to apply the hypothetical
information gained during their schooling to genuine circumstances. Understudies may not know
how to utilize the information acquired from a particular subject, and information that isn't
utilized is neglected. Internship furnish understudies with chances to rehearse what they have
realized in the study hall, gain a more noteworthy comprehension of the ventures' necessities, test
profession decisions, and foster significant involved working environment abilities. Through
internship, students can acquire viewpoint on their future profession. Furthermore, the internship

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can be viewed as a supplement to their training. During my internship, I had experienced good
facts and also encountered problems as well. Someproblems are given below-
•First thing I faced that didn’t get access to their websites, for that my work pace was very slow
and daily productivity was low.
• The supervisors couldn’t monitor us properly during we faced problems because of lack of
time.
• The servers were not well furnished, when we wanted to upload the menus, it could not load
properly and the items were not saved. That is why we had to do the same work again.
• We also need approval from the Key Account Manager to upload the menu in backend but we
did not get reply on time.
• Because of covid-19, our supervisor didn’t call us daily for office. They call different team in
different days. For this reason, we didn’t get chance to know everyone from our team.
• During my internship survey not every member was co-operative, so it was difficult for me to
collect the data.

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 Appendix:
Questionnaire
Survey on
Food Descriptions Influence Consumer Purchase Intention Through Online

Dear Valued Respondent,

You are cordially invited to participate in this survey of Food Descriptions Influence Consumer
purchase Intention Through online. The purpose of this survey is to identify the food descriptions
influence consumer purchase intention. As this is an independent survey so you can be assured
that your identity will remain anonymous and your responses to the survey will be held in strict
confidence and used for academic purposes
only. I do appreciate if you could take a few minutes of your valuable time in completing this
questionnaire. Your feedback is really important and will contribute towards enriching the
knowledge and understanding of the food descriptions influence consumer purchase intention
through online. Thank you very much for your time and cooperation.
Regards,
Nafiza Anzum Saima
Phone: +8801783499949
Email: anzumsaima@gmail.com

Section A: Respondent’s Demography

Please tick (✓) in the appropriate space below.

1. Gender
[ ] Male [ ] Female

2. Age
[ ] 18-23 [ ] 24-29
[ ] 30-35 [ ] 36-41 [ ] Other

3. Education Level
[ ] HSC [ ] Undergraduate
[ ] Graduate [ ] Post graduate [ ] others, please specify
4. Income
[ ] Less than 20,000 [ ] 20,000 – 40,000

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[ ] 210,000 – 30,000 [ ] 31,000- 40,000
[ ] 41,000- 50,000 [ ] More than 50,000
5. Occupation
[ ] Student [ ] Govt Employee
[ ] Private Job [ ] Business
[ ] Others

Section B: Information of ingredients in food descriptions

Please read carefully the statements below and show the extent to which you agree or disagree
with each statement. Using the scale below, please choose and circle the relative items to
Indicate your answer on Food descriptions influence consumer purchase intention through
Online, ranging from 1= Strongly Disagree to 5= Strongly Agree

No. Description Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 Giving food source (example: beef, 1 2 3 4 5
chicken, pork etc.) in food
description influence my purchase
intention while food ordering.
2 Flavored components (example: 1 2 3 4 5
spices, spicy, non-spicy etc.) in food
description influence my purchase
intention while food ordering.

3 Sugar content (example: non 1 2 3 4 5

sweetened, sweetened, sugar
reduced etc.) in food description
influence my purchase intention
while food ordering.
4 Uncommon ingredients in food 1 2 3 4 5
description influence my purchase
intention while food ordering.
5 Mention of allergic ingredients 1 2 3 4 5
(example: prawn, eggplant etc.) in

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 food description influence my
purchase intention while food
ordering.

Section C: Appealing slogans

Please read carefully the statements below and show the extent to which you agree or disagree
with each statement. Using the scale below, please choose and circle the relative items to
indicate your answer on Food descriptions influence consumer purchase intention through
Online, ranging from 1= Strongly Disagree to 5= Strongly Agree

No. Description Strongly Disagree Neutra Agree Strongly

l
Disagree Agree
1 Using familiar words which are easy 1 2 3 4 5
to understand in food description
influence positively my purchase
intention while food ordering.
2 Using relatable descriptions which 1 2 3 4 5
goes with the food name positively
influence my purchase intention
while food ordering.
3 Attractive long slogan in food 1 2 3 4 5
description influences my purchase
intention.
4 Using short slogans in food 1 2 3 4 5
description influence my purchase
intention.
5 Using adjectives which goes with the 1 2 3 4 5
food name positively influence my
purchase intention while food
ordering.

Section D: • Accuracy of the information in food descriptions

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Please read carefully the statements below and show the extent to which you agree or disagree
with each statement. Using the scale below, please choose and circle the relative items to
indicate your answer on Food descriptions influence consumer purchase intention through
Online, ranging from 1= Strongly Disagree to 5= Strongly Agree.
No. Description Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 Visual image of food matched with 1 2 3 4 5
the information which given in the
food description positively
influence my purchase intention
while food ordering.
2 Mentioning portion of food in 1 2 3 4 5
description influence my purchase
intention.
3 Accurate information about quality 1 2 3 4 5
in food description influences my
purchase intention positively.
4 Mentioning cooking method 1 2 3 4 5
(example: cooked, baked, fried etc.)
in food description influence my
purchase intention.
5 Mentioning preservation method in 1 2 3 4 5
food description for frozen items
influences my purchase intention
positively.

Section E: Consumer Purchase intention

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Please read carefully the statements below and show the extent to which you agree or disagree
with each statement. Using the scale below, please choose and circle the relative items to
indicate your answer on Food descriptions influence consumer purchase intention through
Online, ranging from 1= Strongly Disagree to 5= Strongly Agree.
No. Description Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 I very much satisfied ordering food 1 2 3 4 5
from online.

2 I regularly order food through 1 2 3 4 5

online.
3 I frequently use different promo 1 2 3 4 5
codes while purchasing from online
food delivery apps.
4 I recommended to my friends and 1 2 3 4 5
family.
5 I think online food delivery 1 2 3 4 5
companies are improving day by
day.

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Reference:
Vinish P (India), Prakash Pinto (India), Iqbal Thonse Hawaldar (Bahrain), Slima Pinto (India)
( January 2021) Antecedents of Behavioral Intention to Use Online Food Delivery Services: An
Empirical Investigation.
Dagobert Soergel (June 1988) Design of an Interlinked Food Description (IFD) Database.A
New Food Description System. Expanded and revised from the initial Factored Food
Vocabulary.
Liangzi Zhang1,2, Anouk Geelen1, Hendriek C. Boshuizen1,2, José Ferreira2and Marga C.
Ocké1,2 ( March 2019) Importance of details in food descriptions in estimating population
nutrient intake distributions Springer

Parameshwar Ganapathi, Abu-ShanabEmad (October 2019) Customer Satisfaction With

Online Food Ordering Portals In Qatar.
https://www.getfareye.com/insights/blog/food-delivery The Growth of Food Delivery Industry
and How To Get The Biggest Share of The Pie

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