Research Report

“Launching a new loyalty program for online food ordering that works
with delivery companies”

Work done by G5 members:

Chadwa Khmissi BA/MRK

Oumayma Yakoubi BA/MRK
Sirine Ben Mansour BA/MRK
Yomna Saidaoui BA/MRK
Elae Jerbi MRK/BA

Course: Marketing Research

Professor: Pr. Mehdi Zahaf
Table Of Content

1. Executive summary................................................................................................................................................
2. Study Context........................................................................................................................................................
a. General introduction................................................................................................................................................
b. The industry.............................................................................................................................................................
c. The market................................................................................................................................................................
d. The environmental context of the problem.............................................................................................................
3. Research problem..................................................................................................................................................
a. Marketing Decision Problem (MP)............................................................................................................................
b. Marketing research Problem (MRP).........................................................................................................................
c. Objectives.................................................................................................................................................................
c. Approach to the problem.........................................................................................................................................
d. Analytical framework...............................................................................................................................................
Objective 1: Understanding target customers: demography, purchasing habits and motives..............................
Objective 2: Understand customers preferences, and external factors affecting their decision
making process......................................................................................................................................................
Objective 3: Evaluate customer understanding and openness to participate in the program...............................
Objective 4 :Evaluate program features influence on customers’ purchasing habits............................................
4. Research design.....................................................................................................................................................
a. Research design selection........................................................................................................................................
c. Questionnaire design................................................................................................................................................
d. Sampling and sample design....................................................................................................................................
Population Criteria................................................................................................................................................
The population size...............................................................................................................................................
b. Descriptive results....................................................................................................................................................
c. Main results..............................................................................................................................................................
d. Discussion of the results:.........................................................................................................................................
Hypothesis 1..........................................................................................................................................................
Hypothesis 2..........................................................................................................................................................
Hypothesis 3..........................................................................................................................................................
Hypothesis 4..........................................................................................................................................................
Hypothesis 5..........................................................................................................................................................
6. Recommendations 2 pages...........................................................................................
7. Conclusion & limitations 1 page...........................................................................................
1. Executive summary

This report encapsulates a marketing research initiative undertaken to facilitate the launch of a new
loyalty program by a startup in le Grand Tunis for online food ordering. The loyalty program is
designed to collaborate with all delivery companies, enhancing market penetration through a
subscription-based model with an annual fee of approximately 10dt. Subscribers gain exclusive
access to a diverse array of online promotions and discounts for their food orders.

The managerial problem at the forefront is centered on the successful launch of this loyalty program
in collaboration with delivery companies. This issue is translated into a Marketing Research Problem
(MRP) focused on determining and understanding the Tunisian Online food ordering Market
behavior.

The report systematically addresses the environmental context through a SWOT analysis tailored to
the loyalty program. Strengths, weaknesses, opportunities, and threats are dissected to provide a
holistic view of the market dynamics and potential challenges.

As the study progresses, it outlines the strategic approach to comprehending the nuances of the
Tunisian online food ordering market. The research methodology involves identifying key variables
and hypotheses to analyze, creating an analytical framework that aligns with the study's objectives.

In the subsequent phases of the report, the research design is detailed, encompassing the selection
of a conclusive approach, definition of variables, and formulation of a questionnaire. Sampling
methodology, data collection and analysis procedures are meticulously planned to ensure a robust
and insightful study.

The subsequent section presents the results of data analysis, shedding light on respondent profiles,
descriptive outcomes, and key findings. These insights serve as a foundation for strategic
recommendations aimed at optimizing the loyalty program's efficacy in the market.

In conclusion, the report acknowledges the limitations in the marketing study and mentions their
sources. This research endeavors to provide actionable insights into the dynamics of the Tunisian
online food ordering market, facilitating informed decision-making for the successful
implementation of the loyalty program.
2. Study Context
a. General introduction
In the bustling landscape of le Grand Tunis, a promising startup is poised to revolutionize the online
food ordering experience through the introduction of a groundbreaking loyalty program. This
initiative aims to redefine customer engagement and market dynamics by offering an exclusive
subscription-based model that collaborates seamlessly with all major delivery companies in the
region. With an affordable annual fee of 10dt, members gain access to a plethora of enticing
benefits, including exclusive promotions and significant discounts on online food orders. The core
objective is to penetrate the market effectively, fostering lasting connections with users and
establishing a strong foothold in the competitive online food ordering sector.

b. The industry
As we delve into the industry landscape, it becomes apparent that the online food ordering sector in
le Grand Tunis is experiencing unprecedented growth. With the surge in digitalization and changing
consumer preferences, the demand for convenient, efficient, and rewarding food delivery services
has soared. Existing players in the industry have set the stage for innovation, making it an opportune
moment for our startup to introduce a loyalty program that not only caters to the evolving needs of
consumers but also enhances collaboration with delivery companies. Understanding the intricate
dynamics of the industry becomes pivotal in shaping a loyalty program that stands out and
addresses the unique challenges and opportunities prevalent in the market.
The market growth is luring the interest of both amateurs and field experts leading to the emerging
of multiple online food ordering platforms in Tunisia such as Glovo, Yassir Express, Jumia Food,
Livrina, Kool Delivery, Restoallo, MenuTium, TawTaw delivery, Uber Eats, KFC Tunisia, Talabat,
Servini, Livresto Express, BeeDelivery, Yelp, and more [6]. For convenience purposes, we chose to light
focus on the companies with the highest number of downloads on Playstore, which are Glovo (50M+
downloads)[7], Kool.TN(50K+ downloads)[6][7], Jumia food (10M+ downloads)[6][7], Yassir express (1M+
downloads)[6][7], and Livrina (10K+ downloads)[6][7]
In conclusion, In le Grand Tunis, the booming online food ordering sector presents a prime
opportunity for our startup to launch an innovative loyalty program. Focused on platforms like
Glovo, Kool.TN, Jumia Food, Yassir Express, and Livrina, we aim to meet evolving consumer needs
and enhance collaboration with delivery companies. Success hinges on understanding industry
dynamics, addressing challenges, and staying adaptable in this dynamic market.
c. The market
Navigating the intricacies of the
market is crucial for the success of
our loyalty program. In Grand Tunis a
diverse demographic with varying
preferences and expectations awaits
a service that not only simplifies food
ordering but also adds substantial
value through loyalty rewards.
Analyzing market trends, consumer
behavior, and the competitive
landscape will guide the development
of a loyalty program that resonates
with the target audience. Moreover,
a keen awareness of local nuances, cultural influences, and economic factors will play a pivotal role
in tailoring the program to meet the specific demands of the Tunisian market.
The online food delivery market in Tunisia is going through a remarkable growth. Based on a
research study conducted by Statista, The market has a projected revenue of US$48.23 million [1] in
2023 and an impressive annual growth rate (CAGR 2023-2027) of 17.06 percent [2], it is expected to
reach a market volume of US$90.56 million[3] by 2027.
When compared globally, the compound annual growth rate (CAGR) is 10.3 percent [4] from 2023 to
2030. Although the market growth is impressive, it is important to note that China, for example, is
expected to dominate the Online Food Delivery market with a staggering revenue of US$395,900
million[5] in 2023.
This rapid growth in Tunisia's online food delivery market is driven by the surging demand for
convenience and the increasing adoption of digital platforms.
In conclusion, our success relies on understanding market intricacies to tailor a loyalty program
meeting diverse preferences. We aim to simplify food ordering and add value through rewards,
guided by market analysis and awareness of local factors. Tunisia's online food delivery market is
rapidly growing, projected at US$48.23 million in 2023 with a 17.06% CAGR through 2027. Globally,
the CAGR is 10.3% from 2023 to 2030, but China is expected to dominate with US$395,900 million
revenue in 2023. This growth in Tunisia is fueled by surging convenience demand and increasing
digital platform adoption.
d. The environmental context of the problem
Understanding the environmental context surrounding the introduction of our loyalty program is
paramount. Factors such as regulatory frameworks, technological advancements, and socio-
economic conditions can significantly impact the program's reception and success. Additionally,
partnerships and collaborations within the delivery ecosystem, including potential challenges and
opportunities, form a critical part of the environmental context. This comprehensive understanding
will serve as the cornerstone for subsequent analysis, ensuring that our loyalty program is not only
aligned with market demands but also adaptive to the evolving external landscape in Grand Tunis.
Despite the expanding market, several factors are the market expansion and penetration for new
and existing companies in Tunisia. First, the presence of extra costs, such as delivery fees, might
have been discouraging potential customers from placing online orders. Moreover, a lack of a
compelling motive to opt for online food delivery over traditional dining has slowed market
adoption. Additionally, a limited understanding of consumer behaviors, attitudes, and preferences in
Tunisia hinders businesses' ability to adapt effectively to their target audience. The shift from
traditional dining to online ordering has led to fluctuating consumer behavior, making it essential for
businesses to adapt to changing trends. Lastly, consumer price sensitivity has increased due to
inflation and rising prices. The average food inflation rate in Tunisia stood at 6.38 percent [8] from
2007 to 2023, with the highest recorded peak at 15.90 percent [9] in May 2023 necessitating strategic
pricing and promotional approaches to remain competitive in this evolving market.
In conclusion, Understanding the environmental context is crucial for our loyalty program in Grand
Tunis. Regulatory, technological, and socio-economic factors impact success. Partnerships in the
delivery ecosystem are vital. Challenges include extra costs, like delivery fees, hindering adoption.
Motivating customers to choose online over traditional dining is a challenge. Limited understanding
of consumer behaviors and preferences complicates adaptation. The shift to online ordering requires
businesses to adjust to
changing trends. Rising
consumer price sensitivity
from inflation demands
strategic pricing in this
evolving market.
3. Research problem
a. Marketing Decision Problem (MP)
“Launching a new loyalty program for online food ordering that works with delivery companies”
=> We need to know all the factors that can influence the launch of the loyalty program by
understanding the market behavior.
b. Marketing research Problem (MRP)
Determining and understanding the Tunisian Online food ordering Market behavior
=> Management wants to launch a loyalty program therefore we should study the market behavior
so that we can explain. We begin with a deep dive into target customers, customers preferences and
tendencies, customer understanding of the program, customers willingness to participate, crucial for
tailoring the loyalty program to meet their specific needs. Concurrently, analyzing delivery
companies provides insights into market gaps and successful strategies. Consideration of socio-
economic factors, such as affordability and perceived value, plays a pivotal role in program design.
Localization efforts, including cultural nuances in le Grand Tunis, further enhance the program's
resonance. Developing strategic partnerships with delivery companies involves understanding their
dynamics, challenges, and logistics for effective collaboration. Market research through the survey,
ensuring the loyalty program aligns seamlessly with the intricate market behavior and the program
factors that influence the decision-making process of the online food ordering landscape in le Grand
Tunis.

c. Objectives
In light of the significant growth and evolving landscape of Tunisia's online food delivery market, we
can conclude “Determining and understanding the Tunisian Online food ordering Market behavior”
is crucial for a successful market penetration through the loyalty program.
Launching a new loyalty program for online food ordering that works with delivery companies is the
ultimate goal for the startup. Thus, We need to know the major factors that can influence the launch
of the loyalty program by understanding the market behavior and customer perception of the
program through defining target customers, understanding their preferences and tendencies,
assessing their understanding of the program, and their willingness to participate, highlighting the
program's influence on the customers’ decisions and the factors that influence the decision-making
process.

Objective 1 Understanding target customers: demography, purchasing habits and motives

Objective 2 Understand customers preferences, and external factors affecting their decision
making process.

Evaluate customer understanding and openness to participate in the program.

Objective 3

Objective 4 Evaluate program features influence on customers’ purchasing habits.

d. Approach to the problem

Hypotheses:
H1-Purchasing habits influence openness to participation
H2-Program features influence openness to participation.
H3-Influencing factors influence openness to participation
H4-Food preferences influence openness to participation
H5-Demographic information influence Purchasing habits
H6-Influencing factors influence purchasing habits
H7-Influential factors influence food preferences
H8-Food preference influence purchasing habits

e. Analytical framework

Variables Explanation

Objective 1: Understanding target customers: demography, purchasing habits and motives.

Demographic Information This variable focuses on gathering demographic information about

respondents who currently or potentially order food online in order to
understand their profile.

Purchasing Habits This variable aims to gather insights into respondents' food ordering
behaviors, such as frequency, spending patterns and motives.
Objective 2: Understand customers preferences, and external factors affecting their decision making
process.

Food Preferences This variable explores respondents' general preferences when ordering
food, including factors like taste, convenience, and pricing..

Influential Factors This variable investigates how external factors affect food ordering choices
such as cultural factors and friends recommendations .

Objective 3: Evaluate customer understanding and openness to participate in the program

Openness to Participation This variable explores respondents' understanding of the concept of loyalty
program and their willingness to participate in such programs.

Objective 4 :Evaluate program features influence on customers’ purchasing habits.

Program Features This variable assesses which program features are most appealing to
respondents, helping to determine what aspects of the program can
influence their purchasing behavior.

4. Research design
a. Research design selection
Our research approach adopts a conclusive and descriptive methodology to comprehensively
understand the intricacies of the Loyalty Program in le Grand Tunis for Online Food Ordering.
Utilizing a survey form, we aim to gather specific and detailed insights into various facets of
customer behavior, preferences, and perceptions within this dynamic market.
The main point of the research is having a clear image about the consumer behavior and how
consumers will interact with features and characteristics of the loyalty program. Evaluating and
understanding customer understanding and openness to participate in the program and its influence
on the consumer behavior needs descriptive research in order to determine the Tunisian Online food
ordering Market behavior. Adopting a conclusive design helps decision-makers through its insights in
Tunisia's ever-changing online food ordering scene.
b. Measurement and scaling

Variable name Description Sub variables Measure Question Number of

number questions to
measure the
 variable

order frequency interval 1

order time nominal 2

Examining how
often, when, Order day nominal 3
and what
ordered food nominal 4
customers
Purchasing
order online, 9
habit delivery app nominal 5
along with
their spending monthly
nominal 6
habits and spending
satisfaction.
5-point Likert
satisfaction 7.1-7.2-7.3
scale

Understanding 5-point Likert 8.1-8.2-8.3-8.4

Lifestyle
customers' scale (12 nominal )
lifestyle values,
preferred
Customer
cuisines, and 8
Preferences
motivations for food preference nominal 9-10-11-12
ordering
specific types
of food online.

Ordering
nominal 13
Identifying key features
features and
5-point Likert
promotions Incentives 14
scale
Influential influencing
4
Factors customers' recommendatio 5-point Likert
15
decisions in ns scale
online food
5-point Likert
ordering. feedback 16
scale

Openness To Assessing awareness nominal 17-18 7

 customers' 5-point Likert
level of interest 19
awareness, scale
past
participation,
concerns, and
Participation interest in
joining an 5-point Likert 20.1- 20.2- 20.3-
concerns
online food scale 20.4

ordering
loyalty
program.

program 5-point Likert 21.1- 21.2- 21.3 -

rewards scale 21.4- 21.5- 21.6
Investigating
customers' discount
nominal 22
preferences for frequency
features and
Program communication
rewards in an nominal 23 10
features channel
online food
ordering 5-point Likert
Fee Evaluation 24
loyalty scale

program.
payment
nominal 25
method

Collecting gender nominal 26

essential
age Ordinal 27
demographic
information, residency nominal 28

Demographic such as gender, 5

marital status nominal 29
age, location,
marital status,
and monthly monthly income Ordinal 30

income level.
c. Questionnaire design

The survey is conducted in two languages (Arabic and English). It consists of 3 main parts: the first
consists of language selection, the second part selects the sample members from the respondents
through screening questions to transfer them to the last part that has the main survey questions.
The questions are organized in terms of contextually arranged sections, with an approximative filling
time of 8 minutes. Each one of the sections highlights a specific one of the 6 variables. The first
section focuses on the purchasing behavior. The second section tackles the food preferences of the
consumer. The third one puts the light on the Influential factors. The fourth is mainly about the
consumer’s understanding and interest in loyalty programs. As for the fifth section, it is dedicated to
Program features studies. Lastly, the sixth section is studying the demographic characteristics of the
sample. All questions are set as obligatory questions to avoid missing values.

d. Sampling and sample design

The sampling design process starts with defining the target population. In our research problem, we
define the population of anyone that buys or is willing to buy food online from Delivery apps and
lives in Grand Tunis. The reason we chose this target population is that they are very likely to
interact with apps that provide offers for the services they benefit from in the first place.
From a population of people, we used a probabilistic sampling method (Simple Random Sample) to
sample Grand Tunis inhabitants across the internet. Which is a sampling procedure of obtaining the
people or units that are most conveniently available. It is the least expensive method and the most
convenient for us.

Population Criteria

● Geographic Location: Grand Tunis

● Demographics: over 18, over 0 TND income, employed.
● Cuisine Preferences: fast food, street food, restaurant food
● Technological Proficiency: familiar with technology and app use.
● Behavioral Patterns: purchased food online at least once.
● Device Usage: a laptop/ phone

Estimation of the number of inhabitants of Grand Tunis:

Region Ben arous Tunis Ariana Manouba Grand Tunis

(Total)

Inhabitants 74,932 693,210 97,687 24,948 890,777

number

Tunisia Population (2023) - Worldometer (worldometers.info)

(Worldometer's RTS algorithm, which processes data collected from the United Nations Population
Division)
Age structure:
● 0-14 years: 25.28 percent (male 1,529,834/female 1,433,357)
● 15-24 years: 12.9 percent (male 766,331/female 745,888)
● 25-54 years: 42.85 percent (male 2,445,751/female 2,576,335)
● 55-64 years: 10.12 percent (male 587,481/female 598,140)
● 65 years and over: 8.86 percent (male 491,602/female 546,458) (2020 est.)
● 74.72 percent of people are over the age of 15
Tunisia Age structure - Demographics (indexmundi.com)
Tech knowledge and online shopping:
● 94.1 percent of people over 18, own a smartphone
Tunisia: mobile phone ownership by area 2022 | Statista
● 25 percent of food e-commerce of the total ecommerce market:
Food eCommerce Market in Tunisia - Data & Trends | ECDB.com (ecommercedb.com)
20 percent of online shoppers from phone owners in Tunisia:
29 percent of the population over the age 15, made at least one purchase (2022)
tgm-e-commerce-survey-2022_tunisia.pdf (tgmresearch.com)

The population size

Total population over 18 * percent of adults owning a smartphone * percent of online shoppers *
percent of food e-commerce of the ecommerce market
= 890,777 * 74.72 percent * 94.1 percent * 29 percent * 20 percent
= 36,326.49

⇒ In the first step we estimated the population size which is 36,326.

Therefore, our sample size is 416 with a confidence interval of 96 percent and 4 percent error.

e. Procedure of data collection

For the platform used to place the survey, we opted for Google forms. It was user friendly and easily
translated into useful excel sheets that are updated in real-time in Google Sheets. The first part of
the survey is to screen our sample through 2 questions. The main part contains the questions
numbered from 1 to 30. This part contained 6 different sections:
The survey was provided in 2 languages: Arabic and English. In fact, initially through the pre-test we
noticed that all people who were comfortable to answer in French were all okay to answer in Arabic,
too. Therefore, we minimized the survey to 2 languages only.
Before having the official questionnaire, a pre-test was done on 2 levels. First level, it was conducted
on a group of 40 people, to test the questions. On a second deeper level, a live pre-test was done
with 3 people with them answering the questions with one of our group members. The member
took notes of any problem arising whether with understanding the questions right, or in the
respondent perspective. After their evaluation was noted, we took them into consideration by going
through the questions all over again.
To distribute the survey, we chose social media as our main channel focusing mainly on Facebook
and Instagram as they are the main channels accessed by Tunisian population. To assure that we
reach out to our dedicated population randomly, we shared the survey on many Facebook groups
that specialize in Food and Restaurants. As for Instagram users, we contacted an influencer Ahmed
Maknine who shared the survey on his stories and insisted on calling out our target sample.
The collection of data lasted for 1 month and a week. Data collection stopped after gathering 721
responses.

f. Procedure of data analysis

As soon as data collection was achieved, we launched the data analysis process. We started the data
cleaning following those steps: Sort the database provided by Google sheet, prepare a new Excel
sheet with all answers in English, code and organize the questions and variables in SPSS.
After these steps we run reliability and validity tests and analyses using SPSS. Reliability is evaluated
using Cronbach’s Alpha, tested at an acceptable level of 0.6. Those scales that are reliable would
need to be assessed for validity, through a Factor analysis, measuring the Kaiser-Meyer-Olkin test
(KMO), then moving to Bartlett’s test of sphericity if the level of KMO is acceptable, and finally
extracting a component matrix using Principal Component Analysis (PCA). An acceptable level of
KMO is 0.5 and higher, and Bartlett's test significance should be less than 0.05, in order for the scale
to be considered valid. Using PCA, the total variance of the result explained by each component is
extracted. The number of dimensions in the variable is attributed to the number of components
having an Eigenvalue greater than or equal to 1.
Then we move to the general profile of the respondents (Age, Region,...) and descriptive results. To
confirm our hypotheses, we pursue the analysis of relationships between variables through ANOVA,
chi-square, and linear regression for dependency relations, cross tabs, Pearson's correlation, and
cluster analysis. For these tests, an acceptable significance level is one less than or equal to 0.05, at
which we can reject the hypothesis of no relationship between the variables tested.

5. Results: data analysis and interpretation

1- General Profile of respondents

→ 63 % of our respondents are females.

 → 56 % of income level of our respondents fall into
the category of 0-500 DT

- 37% of our respondents live in Tunis

- 34 % of our respondents live in Ben Arous
- 20 % of our respondents live in Airana
- 9 % of our respondents live in Manouba

- 66 % of our respondents fall into the

category of 18-24
- 15 % of our respondents fall into the
category of 25-34
- 10% of our respondents fall into the
category of under 18

- 89 % of our respondents are single

- 9 % of our respondents are married
2- General Profile of Purchasing habits

- 81 % of our respondents tend to buy

from 0-2 times per week
- 17 % of our respondents tend to buy
from 2-4 times

- 85% of respondents order fast

food more frequently
- 8 % of respondents tend to
order and try foreign cuisines
- local tunsian meals , salty and
sweet snacks are ordered only 5
% of the times
 - 0.6% of our respondents order food online in the morning
- 67% of our respondents order food online in the night
- 34.5% of our respondents order food online in the evening
- 34.1% of our respondents order food online at mid-day

- The most used App is Glovo: 75.2 % of our

respondents.
- Jumia is used by 38% of our respondents
- Yassir Express is usd by 27.3% of our
respondents.
- kool is used by 4.5% of our respondents.
- Livrina is used by 2.1% of our respondents

- The mean related to the experience with delivery app use related to time delivery is approximately
3 , which means people have tendency towards satisfaction
- The mean related to the experience with delivery app use related to variety is 3.09 , which means
people have tendency towards satisfaction
- The mean related to the experience with delivery app use related to quality is 3.08 , which means
people have tendency towards satisfaction
Objective : Evaluate customer understanding and openness to participate in the program.

- Familiarity with the Loyalty program concept

Most of our respondents are familiar

with the loyalty programs (60.5 Yes
and 30.5 No)

- Previous Participation in any loyalty program

Most of our respondents are used to

participation in loyalty programs (67.6
Yes and 32.4 No)

- Degree of Interest if our respondents in joining our loyalty program

- 47% of our respondents are

Interested in joining our
program and 16% are very
interested in that.
- 27% are neutral when it
comes to participating in the
program
- Those who refuse to
participate share only 10%
- Users concerns that influence their willingness to participate in the loyalty program:

- 72% of respondents find the

participation fees from influential to
very influential
- 21% remained neutral when it comes
to the effect of participation fees

- 67% of the respondents find the

interesting discounts from influential to
very influential on their willingness to
participate
- 21% remained neutral

- 70% of our respondents

find the payment issues and
the data privacy from
influential to very influential
to their willingness to
participate in the program.
- 21% remained neutral

- 66% of our respondents find that the

customer support services from influential
to very influential on their willingness to
participate in the program
- 27% remained neutral
b. Descriptive results
c. Main results
d. Discussion of the results:

Hypothesis 1

Purchasing habits influence openness to participation

program features influence openness to participation.
influencing factors influence openness to participation
food preferences influence openness to participation

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
a
1 .330 .109 .102 .79377
a. Predictors: (Constant), Program_ features, Purchasing_ habit, Customer_ Preferences,
Influential _Factors
 ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 36.920 4 9.230 14.649 <.001b
Residual 301.802 479 .630
Total 338.722 483
a. Dependent Variable: Openness_ Participation
b. Predictors: (Constant), Program_ features, Purchasing_ habit, Customer_ Preferences,
Influential_ Factors

Coefficientsa
Standardize
Unstandardized d
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.360 .309 7.648 <.001
Purchasing_habit .022 .059 .016 .367 .714
Customer_Preferen -.085 .040 -.092 -2.105 .036
ces
Influential_Factors .160 .053 .132 2.989 .003
Program_features .274 .044 .277 6.297 <.001
a. Dependent Variable: Openness_Participation

→The model summary shows a low R Square value (0.109), indicating a weak fit. The
ANOVA table shows the model is statistically significant (p < .001).
→Program features and influence factors significantly impact openness to participation,
while purchasing habits and food preferences do not.
Hypothesis 2

Demographic influence Purchasing habits

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
a
1 .080 .006 -.004 .61726
a. Predictors: (Constant), 30- What’s your Monthly Income level?, 26 - What is your gender?,
28- Where do you exactly live in Grand Tunis, 29- What is your marital status ?, 27- What's
your age ?
 ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 1.155 5 .231 .606 .695b

Residual 180.217 473 .381

Total 181.372 478
a. Dependent Variable: Purchasing_habit
b. Predictors: (Constant), 30- What’s your Monthly Income level?, 26 - What is your
gender?, 28- Where do you exactly live in Grand Tunis, 29- What is your marital status ?,
27- What's your age ?

Coefficientsa
Standardiz
Unstandardized ed
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.929 .144 20.280 <.001
26 - What is your .061 .060 .048 1.032 .303
gender?
27- What's your .015 .041 .021 .361 .718
age ?
28- Where do you .019 .026 .035 .755 .451
exactly live in Grand
Tunis
29- What is your -.004 .098 -.002 -.037 .970
marital status ?
30- What’s your -.027 .025 -.059 -1.114 .266
Monthly Income
level?
a. Dependent Variable: Purchasing_habit

→ The R Square value is very low (0.006), suggesting a poor model fit. The ANOVA table
indicates the model is not statistically significant (p = .695).
→ Demographics do not significantly influence purchasing habits.
Hypothesis 3

influencing factors influence purchasing habits

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
 1 .023a .001 -.002 .61520
a. Predictors: (Constant), Influential_ Factors

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression .098 1 .098 .259 .611b

Residual 182.423 482 .378

Total 182.521 483
a. Dependent Variable: Purchasing_ habit
b. Predictors: (Constant), Influential_ Factors

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.977 .149 20.000 <.001
Influential_Fact .021 .041 .023 .509 .611
ors
a. Dependent Variable: Purchasing_habit

→the R Square is very low (0.001), indicating a poor model fit. The ANOVA table shows this
model is also not statistically significant (p = .611).
→Influential factors do not significantly affect purchasing habits.
Hypothesis 4

influential factors influence food preferences

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
a
1 .115 .013 .011 .89836
a. Predictors: (Constant), Influential_Factors

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
 1 Regression 5.192 1 5.192 6.434 .012b

Residual 388.995 482 .807

Total 394.187 483
a. Dependent Variable: Customer_Preferences
b. Predictors: (Constant), Influential_Factors

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.833 .217 13.036 <.001
Influential_Fact .150 .059 .115 2.536 .012
ors
a. Dependent Variable: Customer_Preferences

→The R Square value is low (0.013), suggesting a weak model fit. However, the ANOVA table
indicates the model is statistically significant (p = .012).
→Influential factors have a significant effect on food preferences.

Hypothesis 5

Food preference influences purchasing habits

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
a
1 .032 .001 -.001 .61505
a. Predictors: (Constant), Customer_Preferences

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression .187 1 .187 .496 .482b

Residual 182.333 482 .378

Total 182.521 483
a. Dependent Variable: Purchasing_habit
b. Predictors: (Constant), Customer_Preferences
 Coefficients
Standardize
Unstandardized d
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.977 .108 27.515 <.001
Customer_Preferenc .022 .031 .032 .704 .482
es
a. Dependent Variable: Purchasing_habit

→The model shows a very low R Square value (0.001) and is not statistically significant (p
= .482).
→Customer preferences do not significantly impact purchasing habits.

6. Recommendations 2 pages
7. Conclusion & limitations 1 page