Food delivery application user segmentation in the mobile marketing world in China

This study reports on an exploratory investigation aimed to achieve consumer segments based upon data collected from food delivery app users. Food delivery app user segments were identified and developed based upon perceptions held by consumers about the importance of food delivery app service quality attributes. The latent class model (LCM) was used to classify food delivery app users into homogenous groups based on the dimensions of food delivery app quality such as usefulness, convenience, design, trustworthiness, price, and various food choices. Using a set of four popular Chinese food delivery apps, this study identified four homogeneous consumer groups based on their perceptions of application quality and demographic characteristics, these segments were labeled ‘time-conscious users,’ ‘bargain hunters,’ ‘true friends,’ and ‘uniqueness seekers’. This study emphasizes the mobile food-ordering apps can be quick and effective in engaging consumer interest and notifying followers instantly about new product launches and retargeting.