Consumer Perception and Key Success Factors of Online Food Ordering Services:

An Empirical Study

Ms. Radhika Malhotra, Dr. Arpita Srivastava

Abstract:

Eating at a restaurant is no longer an occasional event for the millennials. The popularity of food
delivery apps is a testament to this. Ecommerce development has made online food ordering
services seamless for people who want to get food delivered at their doorstep. With their hectic
schedules and lifestyles, an increasing number of Indians turn to the convenience and reliability
of Cloud Kitchen for their everyday meals. This includes time-pressed, tech-savvy millennials
who are looking for food options delivered to them in a matter of minutes, as well as people who
just want to enjoy a relaxed food experience in the comfort of their homes.

As per the study titled ‘Digital Platforms Reign in the Food Ordering Market’ conducted by
business consultancy firm Market Research Future, “The online food ordering market in India
is likely to grow at over 16 per cent annually to touch $ 17.02 billion by 2023”.

In this research paper, two objectives were set for the study. The first one was to discuss the
consumer perception towards the online food ordering and delivery services and the other one is
to examine the key success factors of online food ordering services. The survey was conducted
on 216 students of four technical and management institutes in Greater Noida. The research is
focused on the study and analysis of the data collected from all those users who are already
using the online food delivery services in Greater Noida. Four Parameters are taken into
consideration for analyzing positioning study (Perceptual Mapping).

Key Words: Cloud Kitchen, Online food delivery service, consumer perception, mobile
application, key success factors