Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Ms. Rakhshanda Mustafa

Project Coordinator (External)

Yaseen Menai

Client

Foodpanda

Committee Member 1

Talha Ahmed

Project Type

MBA Research Project

Keywords

Q-commerce Adoption, Consumer Perceptions, Service Quality, Trust and Reliability, Digital Platform Functionality, Behavioural Drivers and Barriers

Abstract / Summary

The research explores the strategic challenges and opportunities for customer acquisition at Pandamart, the grocery delivery arm of Foodpanda in Pakistan. Despite Foodpanda's widespread popularity in the food delivery sector, Pandamart has struggled to gain comparable traction. Therefore, using a mixed-methods research approach, the study combines qualitative data from focus group discussions and in-store interviews with quantitative data from user surveys, UI/UX platform audits, and retail outlet and customer observations. The research identifies key drivers and barriers influencing online grocery shopping behaviour, such as convenience, trust, service quality, platform functionality, pricing, and product availability. The findings reveal that while younger consumers and working professionals lean toward online platforms due to time constraints and digital familiarity, traditional in-store shopping remains dominant among homemakers and older consumers due to sensory needs, quality assurance, and habitual behaviours. Although Pandamart scored well in digital design and loyalty programs, it faces significant challenges in perception, product freshness, and customer trust. The report concludes with a strategic communication campaign tailored to address these concerns, suggesting improvements in app personalisation, targeted messaging, and operational consistency to enhance Pandamart’s market positioning and customer acquisition in the evolving Q-commerce landscape of Pakistan.

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