EXPLORING CONSUMER BEHAVIOR IN BANGKOK FOOD DELIVERY APPLICATION (FDA) MARKET: A BRAND PERFORMANCE ANALYSIS USING DIRICHLET MODEL

Abstract

This research investigates the applicability and significance of the NBD-Dirichlet model by Goodhardt et al. (1984) as a benchmarking tool for brand performance measures (BPM) including average purchase frequencies and penetration rates across brands within the Food Delivery Application (FDA) category in Bangkok, Thailand. Moreover, the study seeks to uncover the inherent consumer behavior patterns within the market landscape including Double Jeopardy pattern and Duplication of Purchase law. The approach involves conducting an online questionnaire survey for the estimation of brand purchase over the previous month with 275 potential shoppers participated. The model's suitability varies based on the violation of underlying assumptions such as partitioned market or limited brand choices. The Double Jeopardy pattern and Duplication of Purchase law are identified in the market, indicating that larger brands perform better and attract switchers from other brands. Behavioral loyalty is found among exclusive buyers of the two largest brands. However, the model doesn't capture their marketing strategies or customer journeys.