Impact of promotion schemes and digital ads on food purchases during COVID

The impact of promotion schemes and digital advertising on
consumer purchase intention in food industry during the

corona pandemic
Submitted by:
Dua Afzaal 17L-5030
Saad Akram 17L-5041
Amaduddin 17L-5040
1
• List of Tables
• List of Graphs
2 • List of Appendices
• Key Insights
Table of 3 • Executive Summary
• Research Questions
Contents 4 • Methodology
• Types of Analysis
5
• Limitations
• Conclusion
6
• Recommendations
• Appendix
List of Tables
• Table No Slide No • Table No Slide No
• Table 1.1 13 • Table 5.2 29
• Table 1.2 14 • Table 6.1 32
• Table 1.3 15 • Table 6.2 33
• Table 2.1 17 • Table 7.1 36
• Table 2.2 18 • Table 7.2 37
• Table 3.1 20 • Table 8.1 39
• Table 3.2 21 • Table 8.2 40
• Table 3.3 22 • Table 8.3 41
• Table 4.1 25 • Table 8.4 42
• Table 5.1 28
List of Graphs
• Graph No Slide No • Graph No Slide No
• Graph 1.1 13 • Graph 5.2 29
• Graph 1.2 14 • Graph 6.1 32
• Graph 1.3 15 • Graph 6.2 33
• Graph 2.1 17 • Graph 7.1 36
• Graph 2.2 18 • Graph 7.2 37
• Graph 3.1 20 • Graph 8.1 39
• Graph 3.2 21 • Graph 8.2 40
• Graph 3.3 22 • Graph 8.3 41
• Graph 4.1 25 • Graph 8.4 42
• Graph 5.1 28
List of Appendices
Appendix No Title Slide No

1 Questionnaire 47-48
2 Excel Sheet/Coding 49
3 Qualitative Research 50
4 Sampling Process/Techniques 51
Key Insights
• Research shows that the food industry is greatly affected by the
corona pandemic as the number of people eating out has
decreased significantly
• Respondents are open to the idea pf promotion schemes and
discounts and that would allure them in buying food
• Respondents believe online advertisements to be really affected in
determining the purchase intention if the food company not only
takes safety measures but also create awareness regarding the
corona pandemic
Executive Summary
91.8%
Majority of respondents lie in
52.5% said that companies have increased
the age of 18-25, youth basically. Also their advertising on social media during the
male respondents (68.9%) were more pandemic and 18% strongly agree that food
than female respondents (31.1%) industry is able to help customers whereas
39.3% opted for a neutral stance.
90% said that they used Satisfied by security measures

delivery and takeaway services 66% taken by companies
before corona virus
Agree that companies were

44.3% of respondents believe that 41% able to create awareness
discounts are given on online orders
whereas 19.7% believe otherwise
41% Unsure regarding delayed deliveries

82% believe that their frequency of eating from a restaurant has Unsure regarding hygienic measures
been disturbed. 37.7% believe virus can spread through food and 46%
47.5% are not ordering food due to the virus and the lockdown 62% Unsure regarding geo-fencing
Research Question & Objectives
• Research Question: What is the impact of promotion schemes
and digital advertising on consumer purchase intention in food
industry during the corona pandemic?
• Research Objectives:
1. How corona has affected the food industry
2. The impact on promotion schemes on consumer purchase
intention in food industry during corona pandemic
3. The impact on digital advertising on consumer purchase
intention in food industry during corona pandemic
Methodology
Research Design Sample design Data Collection Field work
• Single cross sectional  50 respondents  Google forms • No field work was there
• Exploratory: Focus group  Age:18-50  Online interview due to lock down
• Conclusive: Questionnaire  Gender: Male/Female  WhatsApp
 Skype
 Facebook
TYPES OF ANALYSIS
UNIVARIATE DESCRIPTIVE
ANALYSIS ANALYSIS
1 2 • Mean
• Mode
• Median
5 3
FREQUENCIES GRAPHICAL
REPRESENTATION
• Pie Chart
• Bar Chart
PERCENTAGE
5 Sections
Brand
Demographics
Awareness
Promotion
Online Ads
Schemes
Satisfaction
Section-I
Demographics
Q1. What is your Gender?
Figure 1.1: Gender Statistics

Base 61 Source: Student Survey 2020
Q2. What is your Age?
Figure 1.2: Age Statistics

Q3. What is your Occupation?
Figure 1.3: Occupation Statistics

Key Highlights
91.8% of our respondents lie in the age of 18-25 which

means that they belong to the youth out of which 80% are
students. It does show that the males respondents (68.9%)
were more than female respondents (31.1%)
Pre Corona Pandemic
Q1. How often do you visit/eat from restaurant?
Question#1 Frequencies

Some times 24
Once a week 16
Once a month 11
Twice a week 7
Daily 3
Table 2.1
Figure 2.1
Pre Corona Pandemic
Q2:

No
Sometimes
Yes Some times 27
Yes 29
No 5

Table 2.2
Figure 2.2
Key Highlights
Majority said that they used delivery and takeaway services

before corona virus. Also they used to visit restaurants a lot
before that, the numbers are far less now.
During Corona Pandemic
Q1:

Very much 50
Not at all 9
Not much but some times 1

Table 3.1
Figure 3.1
Q2:

No Yes, its a myth 20
Sometimes
Yes No idea 18
No it’s a fact 23

Table 3.2
Figure 3.2
Q3:

Lock down 20
Both 29
Virus 11

Table 3.3
Figure 3.3
Key Highlights
82% of the respondents believe that there frequency of

from a restaurant has been disturbed due to the corona
virus and 37.7% believe that the virus can spread through
food and 47.5% are not ordering food due to the virus and
the lockdown.
Section-II
Promotion
Schemes
Promotion Schemes
Q1.

Very often 22
Sometimes 27
Not at all 12

Table 4.1
Figure 4.1
Key Highlights
44.3% of respondents believe that discounts are given on

online orders whereas 19.7% believe that no discounts are
given.
Section-III
Online Ads
Online Advertisements
Q1.

Yes 32
No 19
Not sure 10

Table 5.1
Figure 5.1
Online Advertisements
Q2.

Mean 3.54098361
Median 3
Mode 3

Table 5.2
1=strongly disagree to 5=strongly agree
Figure 5.2 Base 61 Source: Student Survey 2020

Key Highlights
52.5% respondents said that companies have increased

their advertising on social media during the pandemic and
18% strongly agree that food industry is able to help
customers whereas 39.3% opted for a neutral stance.
Section-IV
Satisfaction
Satisfaction
Q1.

Yes 15
No 8
To some extent 38

Table 6.1
Figure 6.1
Satisfaction
Q2.

May be 40
Yes, definitely 12
Not ata all 9

Table 6.2
Figure 6.2
Key Highlights
62.3% of the respondents are satisfied to some extent by the

steps taken by the food industry and 65.6% say that they are
maybe satisfied by the safety measures shown in their online
advertisements.
Section-V
Brand
Awareness
Brand Awareness
Q1.

Mean 3
Median 3
Mode 3

Table 7.1
1=very satisfied to 5=very dissatisfied

Brand Awareness
Q2.

Mean 3.56
Median 4
Mode 4

Table 7.2
1=strongly disagree to 5=strongly agree

Key Highlights
41% of the respondents agree that the food companies are

able to create awareness regarding the corona virus
whereas 4.9% respondents believe their message to be
effective
Measurement by restaurants
Q1:

Not sure 18
No 18
Yes 18

Table 8.1
Figure 8.1
Q2:

Not sure 26
No 7
Yes 26

Table 8.2
Figure 8.2
Q3:

Not sure 38
No 8
Yes 15

Table 8.3
Figure 8.3
Q4:

Mean 3.54098361
Median 3
Mode 3

Table 8.4
1=Strongly disagree to 5=strongly agree

Key Highlights
41% of the respondents are not sure if the deliveries are

delayed in the lockdown, 45.9% believe that they are not
sure if the restaurants would take extra hygienic measures,
62.3% are not sure if restaurants use geo-fencing and
26.2% believe that restaurants should reduce their prices.
Limitations
• Time constraint
• Budget constraint
• Sample size is very small and cannot be used for any marketing
decision.
• As the sample is not representative so we cannot use this data for
any brand launch
• This research is conducted on a small scale level as sample of only
61 respondents were used. So no major decision can be made on
its basis
Conclusion
• Research shows that the food industry is greatly affected by the
corona pandemic as the number of people eating out has
decreased significantly
• Respondents are open to the idea pf promotion schemes and
discounts and that would allure them in buying food
• Respondents believe online advertisements to be really affected in
determining the purchase intention if the food company not only
takes safety measures but also create awareness regarding the
corona pandemic
Recommendations
• Companies should work more on the health and safety measure

and let their customers know all the safety measures to build their
trust
• Moreover, they should give more discounts

Appendix#1
Appendix#2
Appendix#3
Appendix#4

Impact of promotion schemes and digital ads on food purchases during COVID

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The impact of promotion schemes and digital advertising on

consumer purchase intention in food industry during the

Table of 3 • Executive Summary

Appendix No Title Slide No

90% said that they used Satisfied by security measures

Agree that companies were

41% Unsure regarding delayed deliveries

Research Design Sample design Data Collection Field work

Figure 1.1: Gender Statistics

Figure 1.2: Age Statistics

Figure 1.3: Occupation Statistics

91.8% of our respondents lie in the age of 18-25 which

Majority said that they used delivery and takeaway services

Not much but some times 1

82% of the respondents believe that there frequency of

44.3% of respondents believe that discounts are given on

Figure 5.2 Base 61 Source: Student Survey 2020

52.5% respondents said that companies have increased

Not ata all 9

62.3% of the respondents are satisfied to some extent by the

Figure 7.1 Base 61 Source: Student Survey 2020

Figure 7.2 Base 61 Source: Student Survey 2020

41% of the respondents agree that the food companies are

Figure 8.4 Base 61 Source: Student Survey 2020

41% of the respondents are not sure if the deliveries are

• Companies should work more on the health and safety measure

• Moreover, they should give more discounts

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