Factors Affecting Marketing Strategies of Food Panda and Jovi in Pakistan

Abstract: There has been a rise in food delivery services in Pakistan due to the digitization of several restaurants. However, while several delivery services currently operate in Pakistan, Food panda and JOVI stand out as the most popular. It is important to note that countless marketing strategies are available to businesses, but only some are right for some companies. The purpose of this study was to contribute to the field and create knowledge on the factors affecting marketing strategies of Foodpanda and Jovi in Pakistan. For this purpose, the study had two main objectives where the first was to review the literature and identify the factors affecting marketing strategies. The second objective was to highlight the factors that influenced marketing strategies of Foodpanda and Jovi. Hence, the research problem was related to the market factors affecting the marketing strategies of food delivery services. The research methodology adopted in this study is quantitative in nature, where the employees of Food Panda and Jovi were surveyed to answer the research questions. Although the aims could have been achieved secondary methods and qualitative data, the reason for using quantitative and primary sources was to gather data in Pakistani market, so that relevant insights could be drawn. The fact that empirical evidence and statistics from a different market are usually not applicable in a third-world country like Pakistan, which is why data from the relevant market was necessary. Hence, the data collection method is done through large-scale survey, with an expected 100-plus responses. The responses are analyzed statistically, and the empirical evidence is presented to justify the answers to the research objectives. The results indicated that given the context of the Pakistani Market, economic factors have a significant influence over digital marketing strategies, and the emerging trends in marketing indicate increasing rates of using digital technologies. Hence, the contribution of this study is that even in the most rural areas of Pakistan, the advent of technology and internet reach is a considerable factor in devising marketing strategies.