Consumer attitudes and preferences for online food delivery among university students in Nigeria: An analysis of socioeconomic and behavioural factors

This study investigates consumers’ attitudes and preferences toward online food ordering among Adekunle Ajasin University, Akungba-Akoko (AAUA) students. Responses were gathered from 150 students across various faculties using social media platforms (Twitter, Facebook, WhatsApp, and Email) using primary data collected through structured online questionnaires. The sample was selected via simple random sampling. The collected data were analysed using descriptive statistics, binary logistic regression, and Pearson’s chi-square tests. Results reveal that due to a fast-paced lifestyle, many individuals, particularly students, find it challenging to visit restaurants, thus driving the popularity of online food delivery apps. These services have become essential in Nigeria, especially among higher education students. Online food ordering is one of the most frequent digital activities, although the specific motivations behind students’ choices remain largely unexplored. The study identified a significant association between satisfaction levels and key aspects of online food delivery, such as speed, reliability, price, stipend levels, and product quality. The findings suggest that online food vendors could benefit from implementing pricing strategies that align with students' financial limitations. Additionally, partnerships or promotional discounts geared towards students may improve affordability and encourage greater patronage. Emphasizing quality maintenance and improvement is essential, as these factors directly influence customer satisfaction and loyalty. Regular quality assessments are recommended to meet and exceed customer expectations, fostering long-term engagement. Keywords: Consumer Preference, Food Vendors, Online Products, Pearson Chi-Square, Binary Logistic Regression, Nigeria.