Impact of Food Bloggers' Review on

Consumer's Choice
Heba Munir – Faseeh Sohail – Ahsan Imran– Irfan Asif – Waleed Riaz
Overview

Objective Literature Review

Data Collection Limitations

Analysis Conclusion
Data Analysis
Probability
 Objective

The impact of food blogger’s review on consumer choice.

To Observe
If consumers are influenced by blogger’s suggestions.

Food Bloggers’ Reviews ‘has an impact’ on Consumers Choice of a restaurant.

Hypothesis
Food Bloggers’ Reviews ‘has no impact’ on Consumers Choice of a restaurant.
Methodology

Questionnaire : 20 Questions

Nature of Questions : Quantitative & Qualitative

Data Collection : Online Platform – Google Forms

 Data Collection
Survey was conducted via Google Forms…
Making a total of 73 respondents
i.e. sample space, n = 73

43 30
Analysis

// Details about calculations is provided in the Excel file//

Analysis – Age of Respondents
Scatt er Diagram
Age Bracket: 9 to 49 y/o 50
45
Age Range: 40 40
35
30
Mean: 29.8260 25
20
Variance: 95.078 15
10

Standard Deviation: 9.75 5

0
0 10 20 30 40 50 60 70 80

High Dispersion
Analysis – Age of Respondents
1st Quartile: 22

2nd Quartile: 38

IQR: 16

Upper Limit: 62

Lower Limit: 2

Outlier: No outlier was detected

 Analysis – Question I (Qualitative Nature)

60
Have you ever concerned about a food 50
blogger's suggestion about a restaurant? 50

40

Frequency
30
Yes 22 21
Sometimes 50 20

No 1 10

1
0
No Sometimes Yes

Mode: ‘Sometimes’
 Analysis – Question II
1%3%
You are attracted by the food blogger's 15%
review about a dish.
Strongly Disagree
Frequency Disagree
Strongly Disagree 1 Neutral
Disagree 0 Agree
Strongly Agree
Neutral 2
Agree 59
Strongly Agree 11
81%
 Analysis – Question III

The food blogger's review impacts your 1%1%

decision of choosing the restaurant. 22%

Strongly Disagree
Frequency Disagree
Strongly Disagree 1 Neutral
Disagree 0 Agree
Strongly Agree
Neutral 1
Agree 55 75%

Strongly Agree 16
 Analysis – Question IV

Do you believe that the food blogger's

review is free of any bias? 10
Strongly Agree
34
Agree
Frequency
Strongly Disagree 1 27
Neutral
Disagree 1
1
Disagree
Neutral 27
Agree 34 1 Strongly Disagree

Strongly Agree 10 0 5 10 15 20 25 30 35 40
 Analysis – Probability Probability of picking a male’s response: 0.5890

Question I Probability of picking a female’s response: 0.4109

Yes Sometimes No Yes Sometimes No

Male 18 25 0 43 Male 0.2465 0.3424 0.0 0.5890

Female 4 25 1 30 Female 0.0547 0.3426 0.0136 0.4109

22 50 1 73 0.3013 0.6849 0.0137 1
Literature Review
• Food bloggers reviews is the major source of attraction of customers towards
fine dining.
• The research includes how food bloggers reviews help customers to find their
restaurants.
• Independent variables related with consumer’s food choice would be utilized,
for instance quality, tastiness perception, type of occasion, trendiness, healthy
or unhealthy associations, price etc.

- Author Andres (2017)

Limitations

Survey was not conducted physically

Majority of contact list respondents
Unequal gender ratio of respondents

Unrestricted age bracket of respondents

Conclusion

As per data analysis…

Most of the people are concerned about blogger’s reviews.
It is observed that bloggers do have an impact on consumer’s choice.

The collected responses and data analysis satisfy the first hypothesis.
Thank You !
… that’s all ...