ST ALOYSIUS COLLEGE (AUTONOMOUS), MANGALURU

Project Report on the topic titled

HOUSEHOLD BEHIVOUR ON CONSUMPATION OF ONLINE FOOD IN

RECENT FIVE YEARS AT MANGALURU

Submitted to St Aloysius College (Autonomous), Mangaluru in partial

Fulfilment of the requirements for the award of the Degree of
Bachelor of Commerce (B. Com)

By
MAHESH BABU G A
III B.COM
173606

Under the guidance of

DR FLORIN SHELOMITH SOANS
ASSISTANT PROFESSOR IN ECONOMICS
FACULTY OF COMMERCE
ST ALOYSIUS COLLEGE (AUTONOMOUS),
MANGALURU

(2019-2020)
 FACULTY OF COMMERCE
ST ALOYSIUS COLLEGE (AUTONOMOUS)
LIGHT HOUSE HILL ROAD, MANGALURU - 3

CERTIFICATE

This is to certify that MR. MAHESH BABU G A, Register Number 173614 has
successfully completed the project work on “HOUSEHOLD BEHIVOUR ON
CONSUMPATION OF ONLINE FOOD IN RECENT FIVE YEARS AT
MANGALURU” under the guidance of DR FLORIN SHELOMITH SOANS.

This Project Report is submitted to St Aloysius College (Autonomous),

Mangaluru in partial fulfilment of the requirements for the award of Bachelor of
Commerce during 2019-2020.

Date:

Place: Mangaluru DR SURESH POOJARY

2
 DECLARATION

I hereby declare that the Project Report on “HOUSEHOLD BEHAVIOUR ON

CONSUMPATION OF ONLINE FOOD IN RECENT FIVE YEARS AT
MANGALURU” submitted in partial fulfilment of the requirements for the
award of the Degree of Bachelor of Commerce to St Aloysius College
(Autonomous), Mangaluru, is my original work and has not been submitted for
the award of any other degree, diploma, fellowship or any other similar title or
prizes.

Date : MAHESH BABU G A

Place : Mangaluru 173606

3
DR FLORIN SHELOMITH SOANS
ASSISTANT PROFESSOR IN ECONOMICS
FACULTY OF COMMERCE
ST ALOYSIUS COLLEGE (AUTONOMOUS),
MANGALURU-3
(2019-2020)

CERTIFICATE

This is to certify that the Project Report on “HOUSEHOLD BEHAVIOUR

ON CONSUMPATION OF ONLINE FOOD IN RECENT FIVE YEARS AT
MANGALURU” submitted in partial fulfilment of the requirements for the Degree of
Bachelor of Commerce during 2019-2020, to St Aloysius College (Autonomous),
Mangaluru by MAHESH BABU G A Reg. no: 1736O6, who has worked under my
supervision and guidance and that no part of this report has been submitted for the
award of any degree, diploma, fellowship or similar titles or prizes and that the work
has not been published in any journal or magazine.

Date: Certified

Place: Mangaluru DR FLORIN SHELOMITH SOANS

4
 ACKNOWLEDGMENT

I am very much beholden to St Aloysius College (Autonomous) for giving this

wonderful opportunity to undertake the project study as a part of the fulfilment of
Bachelor Degree in Commerce (B.com).

I consider it to be my pride and privilege to extend my gratitude to my

principal Rev. DR. PRAVEEN MARTIS SJ, St Aloysius College, Mangaluru for
giving me this wonderful opportunity of being a part of this prestigious college and for
all the help and assistance extended to me during the course of my study in the
college.

A particular word of thanks is due to DR SURESH POOJARY, Dean, Faculty

of Commerce and other faculty members for their useful tips and encouragement.

My esteemed guide DR FLORIN SHELOMITH SOANS, Assistant

Professor, deserves all appreciation and thanks for patiently and effectively guiding
me throughout the preparation of this project.

Last but not the least I thank my parents family and my friends for providing
me with valuable in house as well as other information required for the project and
most of all for their support and cooperation.

MAHESH BABU G A
173606

5
 CONTENTS

CHAPTER CHAPTER TITLE PG.NO

NO
I Introduction 1-11
II Literature Review 12-27
III Profile of the study area 28-35
IV Data Analysis and Interpretation 36-61
V Findings Suggestion and Conclusion 62-65
Bibliography
Annexure

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 LIST OF TABLES

TABLE TABLE NAME PAGE

NUMBER NO.

4.1 Age of respondents 36

4.2 Gender of respondents 37

4.3 Occupation of the respondents 38

4.4 Marital status of the respondents 39

4.5 Place of domicile 40

4.6 Monthly income 41

4.7 Educational qualification 42

4.8 Prefer to order online food 43

4.9 Frequency of ordering online food 44

4.10 Meals order through online 45

4.11 Amount spend on each order 46

4.12 Application used to order online 47

Company good at on-time delivery
4.13 48

4.14 Factor influence to use specific application 49

4.15 company provides best offers and promo codes 50

4.16 company provides best quality service 51

4.17 Factors influencing to order online food 52

4.18 Years of using food delivery app 53

4.19 Satisfied with food order 54

4.20 Time usually order online 55

4.21 Getting any employment opportunities 56

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4.22 Satisfaction of delivery service 57

4.23 Reasons for not to use any food delivery service 58

Facing any problems
4.24 59

4.25 Food delivery company has more problems 60

4.26 Does Income affects the online food ordering 61

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 SUMMARY

The project on ‘HOUSEHOLD BEHAVIOUR ON CONSUMPATION OF

ONLINE FOOD IN RECENT FIVE YEARS AT MANGALURU, gives us a
picture of the fashion and taste in fashion. The project consists of 5 chapters.

The first chapter gives us a brief history of household behaviour on

consumption of online food service as well as the need, objectives, scope,
methodology, contribution of the study to the society as well as the limitations of the
study.

The second chapter gives us an insight into the information relating to and
required for the study has been obtained from journals, books maintained by the
proprietorship concern. The information so collected have been explained in terms
that are easily understandable by a layman.

The third chapter gives us an outline of the economy of the area of study - the
City of Mangaluru as well as explains the various food of mangaluru and mainly
focuses on the profile of the concern.

The fourth chapter deals with analysis of data collected through the
questionnaire distributed among the City of Mangaluru. This chapter analyses the
information and gives interpretation on the analysis so made.

The fifth chapter gives us a summary of the study conducted in the City of
Mangaluru and comments on its findings. The chapter also sets out conclusions and
suggestions on the same.

9
 CHAPTER-1

INTRODUTION

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 In the present growing world people have changed their lifestyle and it considered to
be one of the factors where people tend to show interest in the e-world. This has to the
growth of food ordering Food Ordering on the internet is conceptually different from other
sources of ordering food, as the internet promotes a one to one communication between the
seller and the end user with round the clock customer service. Technology has played a vital
role in revolutionizing the food delivery service from phone-based to online ordering to
satiate consumers’ ever-changing demands, making its way to the top.

Today, the business of Food delivery services is one of the fastest growing segments
of e-commerce. The major difference between traditional and online Food Ordering is the
extent of interaction between the consumer and the seller. E-Commerce has made the
interactivity with the consumer effortless in the form of Helpline numbers and FAQ’s.
Through Helpline Numbers and FAQs, the consumer’s questions on delivery, payment,
product, policies and other customer concerns can be addressed effectively. As an enormous
amount of people are gravitating towards the more intensive use of the Internet as the
accessibility of technology, the availability of information, and the ability to interact through
the Internet increase and evolve. Consumers are now able to use the Internet for a variety of
purposes such as research, communication, online banking, shopping, and even online food
ordering. With such benefits, the Internet is promptly becoming the main method of
communication and of conducting business effortlessly. The Internet has contributed to the
changes in consumer preference as their dependence on technology has moved them to do
everything on the internet including getting cooked meals delivered on their doorstep.

Convenience is the biggest determinant to the consumers as the steps required to

make an order is as simple as few clicks on mobile devices like Smartphone, tablets, or
laptops. In a nutshell, modern and young consumers may be labelled as ‘lazy’ for depending
on technology and convenience. In addition to that, the time taken for the food to be delivered
serves as a good reason for consumers when they do not have plans on where and what to eat.
From the business point of view, owners would grab opportunities which are seen as a new
source of revenue generation. Consumer preference is the main stimulating factor for
business owners to indulge in online delivery services as to further satiate customer demands
and needs. Online food delivery is particularly prescribed in countries that are still developing
as technology and consumer preference are still modifying.

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 According to the studies, 50.8 percentage of people order food delivery service
because they do not prefer to cook, as it allows customers to have food delivered straight to
their home or office in less than an hour. Despite the burgeoning internet boom in the present
scenario, some of the consumers are still not participating in the online transaction. For
various people, there are still worries with security and passing personal data over the
Internet, but households prefer to do their food by ordering food online which is considered
to be the need of an hour/day

Online food ordering is the process of ordering food from a website or other
application. The product can be either ready-to-eat food e.g., direct from a certified home-
kitchen, restaurant, or a ghost kitchen or food that has not been specially prepared for
direction consumption e.g., vegetables direct from a farm/garden, frozen meats. etc.

History

The online food ordering market has increased in the U.S with 40 percent of U.S
adults having ordered their food online once. The online food ordering market includes foods
prepared by restaurants, prepared by independent people, and groceries being ordered online
and then picked up or delivered.

The first online food ordering service, World Wide Waiter now known
as Waiter.com, was founded in 1995. The site originally serviced only northern California,
later expanding to several additional cities in the United States. Grub Hub was founded in
2004 .By the late 2000s, major pizza chains had created their own mobile applications and
started doing 20-30 percent of their business online With increased smartphone penetration,
and the growth of both Uber and the sharing economy, food delivery start-ups started to
receive more attention. In 2010, Snap finger, who is a multi-restaurant ordering website, had
a growth in their mobile food orders by 17 percent in one year. Instacart was founded in
2012 In 2013, Seamless and Grub hub merged. Uber Eats launched in Los Angeles,
California in 2014. By 2015, online ordering began overtaking phone ordering. In 2015,
China's online food ordering and delivery market grew from 0.15 billion Yuan to 44.25
billion Yuan As of September 2016, online delivery accounted for about 3 percent of the 61
billion U.S. restaurant transactions.

Zomato

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 Zomato is an Indian restaurant aggregator and food delivery start up founded by
Deepener Goyal in 2008. Zomato provides information, menus and user-reviews of
restaurants, and also has food delivery options from partner restaurants in select cities. As of
2019, the service is available in 24 countries and in more than 10,000 cities. Zomato was
founded as Foodie bay in 2008 and renamed Zomato in 2010. In 2011 Zomato has spread
across India , Mumbai, Bangalore, Chennai, Pune and Kolkata. In 2012, the company
expanded operations internationally in several countries, including the united Arab
emirates, Qatar, the United Kingdom, the Philippines, and South Africa. In 2013, Zomato
was launched in New
Zealand, Turkey, Brazil and Indonesia,with Turkish, BrazilianPortuguese, Indonesian and En
glish languages. In April 2014, Zomato launched its services in Portugal, followed by
launches in Canada and Ireland

The acquisition of Seattle-based food portal Urban spoon marked the firm's entry into
the United States, Canada and Australia, and brought it into direct competition with similar
models such as Yelp and Foursquare. With the introduction of .xxx domains in 2011, Zomato
also launched Zomato. xxx, a site dedicated to food porn. In May 2012, it launched a print
version of the website named "Citibank Zomato Restaurant Guide," in collaboration
with Citibank, but it has since been discontinued.

In February 2017, Zomato announced plans to launch a service to

help restaurants expand their presence without incurring any fixed costs. In September 2017,
Zomato claimed the company had turned profitable in all 24 countries where it operated and
introduced a zero-commission model for partner restaurants. Towards the end of 2017,
Zomato stopped accepting updates from its active users by not utilising moderators to verify
and make updates. Users of the app reported issues with new features to pay for orders.

Zomato narrowed down its losses by 34% to ₹389 Cr for the financial year 2016–17,
from ₹590.1 Cr crore in the previous year 2015-16. In September 2019, Zomato fired almost
10% of its workforce 540 people tending to back-end activities like customer service,
merchant and delivery partner support functions.

Swiggy

Swiggy is India's largest and most valuable online food ordering and delivery
platform. Founded in 2014, Swiggy is based out of Bengaluru, India and, as of March 2019,

13
was operating out of 100 Indian cities. In early 2019, Swiggy expanded into general product
deliveries, under the brand name Swiggy Stores.

In September 2019, Swiggy launched instant pick up and drop service Swiggy Go.
The service is used to pick up and drop off a diverse array of items, including laundry and
document or parcel deliveries to business clients and retail customers. In 2013 two founders,
Sriharsha Majety and Nandan Reddy, designed an e-commerce website called "Bundl" to
facilitate courier service and ship goods within India. Bundl was quickly paused, and they
moved into the food delivery market.] At the time, the food delivery sector was in turmoil as
several notable start-ups, such as Food panda later acquired by Ola Cabs), TinyOwl later
acquired by Zomato and Ola Cafe later closed were struggling. Majety and Reddy
approached Rahul Jaimini, formerly with Myntra, and founded Swiggy and parent holding
company Bundl Technologies in 2014. The company built out a dedicated delivery network
and grew rapidly, primarily driven by the focus on logistics and locking in key resources.

Investments and acquisitions

By 2015, the company began attracting external investments. The first was a $2 million
investment from Accel and SAIF Partners, along with an additional investment from Norwest
Venture Partners. The next year, Swiggy raised $15 million from new and existing investors,
including Bessemer Venture Partners and Harmony Partners.

In 2017, Naspers led an $80 million funding round into Swiggy. Swiggy received $100
million from China-based Meituan-Dianping and Naspers in 2018 and then later a string of
investments took the company's valuation to over a $1 billion.

Swiggy acquired Bengaluru-based Asian food start-up 48 East in 2017. Swiggy later
acquired Mumbai-based Scootsy Logistics, a struggling food and fashion delivery service. In
2019, the company invested Rs 31 crore in Mumbai-based ready-to-eat food brand Fingerlix.

Uber eats

Uber Eats is an American online food ordering and delivery platform launched by Uber in
2014 and based in San Francisco, California.

History

14
 Uber Eats parent company Uber was founded in 2009 by Garrett Camp and Travis
Kalanick. The company made its foray into food delivery in August 2014 with the launch of
the UberEATS service in Santa Monica, California. In 2015, the platform was renamed to
UberEATS, and the ordering software was released as its own application, separate from the
app for Uber rides. Its London operation opened in 2016.

In August 2018, Uber Eats changed its flat $4.99 delivery fee to a rate that is
determined by distances. The fee ranges from a $2 minimum to an $8 maximum.] In the UK
and Ireland, the delivery fee is based on the value of the order. In February 2019, Uber Eats
announced that it would reduce its fee from 35 percent of the order's value to 30 percent. As
part of its expansion into foreign markets, the company announced its intention to
open virtual restaurants in the UK. Sometimes called cloud restaurants or cloud kitchens,
these are restaurant kitchens staffed to prepare and deliver food, either for existing brick-and-
mortar restaurants wishing to move their delivery operations offsite, or for delivery-only
restaurants with no walk-in or dining room service.

In November 2018, the company announced plans to triple its workforce in its
European markets. As of November 2018, the company reported making food deliveries in
200 cities in 20 countries in EMEA markets.

In 2019, Uber Eats announced that it will deliver food to customers by drones, starting
in summer 2019, and partnered with Apple on the release of the Apple Card. In July, Uber
Eats began offering a dine-in option in certain cities that allowed customers to order food
ahead of time and then eat in the restaurant .September 2019, Uber Eats announced that it
would be discontinuing service in South Korea, and Reuters attributed the decision to the
amount of competition for food delivery companies in the South Korean market. In October,
the company launched a pick-up option. On October 15, 2019, the company announced that it
would be partnering with Burger King to offer nation-wide food delivery in the United States.

On January 21, 2020, Zomato announced the acquisition of Uber Eats India in an all-
stock acquisition. As part of the deal, Uber would own 9.99% stake in Zomato and Zomato
would gain all the users of Uber Eats. At the time of the deal, Zomato was valued at roughly
$3.55 billion.

On January 28, 2020 it was reported that Uber Eats no longer had exclusive delivery
rights for McDonald's in the United Kingdom, as the fast food company had partnered with

15
British-based food-delivery company Just Eat. The company had already lost its exclusive
delivery rights with McDonald's in the United States the year before.

Households

A household consists of one or more people who live in the same dwelling and share
meals. It may also consist of a single family or another group of people. A dwelling is
considered to contain multiple households if meals or living spaces are not shared. The
household is the basic unit of analysis in many social, microeconomic and government
models, and is important to economics and inheritance.

Household models include families, blended families, shared housing, group

homes, boarding houses, houses of multiple occupancy (UK), and single room
occupancy (US). In feudal societies, the Royal Household and medieval households of the
wealthy included servants and other retainers.

For statistical purposes in the United Kingdom, a household is defined as one person
or a group of people who have the accommodation as their only or main residence and for a
group, either share at least one meal a day or share the living accommodation, that is, a living
room or sitting room. The introduction of legislation to control houses of multiple occupation
in the UK Housing Act (2004) required a tighter definition of a single household. People can
be considered a household if they are related: full- or half-blood, foster, step-parent/child, in-
laws and equivalent for unmarried couples, a married couple or unmarried but living as same-
or different-sex couples.

The United States Census definition also hinges on separate living quarters those in
which the occupants live and eat separately from any other persons in the building.
According to the U.S. census, a householder is the person or one of the people in whose name
the housing unit is owned or rented maintained); if no person qualifies, any adult resident of a
housing unit is considered a householder. The U.S. government formerly used head of the
household and head of the family, but those terms were replaced with householder in 1980. In
the census definition of a household, it includes all the persons who occupy a housing unit. A
housing unit is a house, an apartment, a mobile home, a group of rooms, or a single room that
is occupied or if vacant, is intended for occupancy as separate living quarters. Separate living
quarters are those in which the occupants live and eat separately from any other persons in

16
the building and which have direct access from the outside of the building or through a
common hall. The occupants may be a single family, one person living alone, two or more
families living together, or any other group of related or unrelated persons who share living
arrangements. People not living in households are classified as living in group quarters. On
July 15, 1998, Statistics Canada said A household is generally defined as being composed of
a person or group of persons who co-reside in, or occupy, a dwelling.

In social work, a household is defined similarly a residential group in

which housework is divided and performed by householders. Care may be delivered by one
householder to another, depending upon their respective needs, abilities, and
perhaps disabilities. Household composition may affect life and health expectations and
outcomes for its members. Eligibility for community services and welfare benefits may
depend upon household composition.

In sociology, household work strategy a term coined by Ray Pahl in his 1984 book, is
the division of labour among members of a household. Household work strategies vary over
the life cycle as household members age, or with the economic environment; they may be
imposed by one person, or be decided collectively.

Feminism examines how gender roles affect the division of labour in households.
In The Second Shift and The Time Bind, sociologist Arlie Russell Hochschild presents
evidence that in two-career couples men and women spend about equal amounts of time
working; however, women spend more time on housework. Cathy Young another feminist
writer says that in some cases, women may prevent the equal participation of men in
housework and parenting.

Recent changes in online food pattern

Changing consumer preferences

Similar to 2019, bold and exotic flavours, snacking, and health and wellness are still
in the forefront for consumer food preferences, but in an even more elevated way. Consumers
want fortified and functional foods that promote gut health, fuel their brains and benefit their
physical appearance. Grocery shelves will continue to be stacked with products like
kombucha and others that provide additional function to consumers’ bodies. Consumers also
want foods that are not only good for them, but good for others, whether the food they eat is a

17
product like the Impossible Burger, a plant-based, faux meat, or is in environmentally
friendly packaging. More than millennials, Generation-Z consumers are “clean eaters” and
have a strong interest in not only what the product is but how it is made and by whom.
Transparency into how food is made and where will be key. With today’s instant access to
information, if a consumer can’t understand or find out where and how a product is made and
what’s in it, they’ll be more inclined to leave it behind. The rise of clean labels and
sustainability efforts will continue, but so will the rise of positive branding by companies that
are leading in being good and also doing good.

Food safety and transparency

The romaine lettuce recalls of 2018 was another reminder of the importance of food
safety. As consumers demand to know more about the food they eat, food safety issues are
costing the food and beverage industry billions each year. It will be more important than ever
for the industry to pinpoint safety issues immediately; technologies like blockchain will
continue to gain traction. Companies will move beyond trying to understand what blockchain
is, to figuring out how to be a part of it. A 2018 RSM survey of middle market food and
beverage chief financial officers found that just 12 percent are currently using blockchain, but
that number will increase as more become aware of blockchain’s benefits across the entire
food chain—from the grower to the manufacturer, distributors and beyond.

Rising uncertainty

Food and beverage companies are facing growing uncertainty in the marketplace.
The tariff and global trade tensions from 2018 will continue this year coupled with rising
costs. The Chinese tariffs, for example, are creating excess supplies and driving down other
prices (e.g., pork, soybean). Other uncertainties include rising labor costs, the tightening
labour market, transportation’s truck driver shortage and planned interest rate hikes. Some
companies are already facing issues with on-time delivery due to the truck driver shortage.
Consumers and grocery stores will absorb only so much of the cost so companies will have to
look to new, innovative solutions to help control their costs and still grow.

Innovation and Differentiation

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 With so many different products available for purchase in a multitude of channels—
from in-store, farmer’s markets, online, social media and more, product innovation and
differentiation will be important to middle market food and beverage companies. Large
companies are already looking to emerging technologies for help with this. For
example, Kraft Heinz recently opened a new digital hub to create digitally powered business
models and launch other entrepreneurial ideas to fuel growth for Kraft Heinz. This team of of
software engineers, data analysts, designers and e-commerce managers demonstrate how
today’s digital transformation has disrupted not only how consumers purchase apparel and
household items, but what food they eat, too. Other companies are looking to trending
flavours and unique packaging to differentiate themselves, such as the Thanksgiving Pringles
Flavours of 2018 or Chobani’s new packaging and label design.

Mergers and acquisitions

On-trend food and beverage companies are still attractive to both private equity (PE)
firms and large brands. Many companies will still look to rising brands to help add new
product lines versus investing in their own research and development to help save time and
money, as well as reach new consumers. Companies will even undertake acquisitions in
segments that have better prospects, even if they’re outside their traditional business. But
companies looking for investment from PE will have to remain mindful of how tariffs affect
their business as PE firms are continually taking that into consideration when evaluating
prospects.

Need for the study

By this study it helps to upcoming start-ups in food industry it gives clear knowledge
about how households will behave to different types of food in specific areas, this makes the
researcher to know what is the trend and even it helps to increase income of the individuals,
which in turn increases the usage of internet facility and helps to induce the knowledge on
human behaviour

In terms of economy in India online food ordering business it contributes around 13 per cent
of India’s exports and in 2020 the data exhibited that growth rate would increase for 22
percent

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Statement of research problems

Household behaviour is the one which concentrates on social parameter, but here it is
to know how the recent trends of online food delivery system knocks the door of social
Change and urge for the development with e source which contributes for behavioural pattern
which is untouched area the field of research.

Objectives of the study

1. To review the literature on online food delivery system, household’s behaviour, patter
of house, recent change in households
2. To examine the role of household indicators which being social change
3. To analyse the preference patter of households
4. To access the role of technology and its impact on households

Scope of study

Research is conducted in Mangalore city which helps to known how household

encourage online food orders and it even strive to study market for food industry. This
research will focus on household parameters

Methodology of the study

For the said research “consumer behaviour on consumption of online food in recent five
years at Mangluru” sample is collected unique random sampling technique from Mangalore
city to arrive at the objectives of the research collected information is tabulated using simple
statistical tools like percentage method sample size is 73, out of which 57 are male and 22 are
female.

Secondary data: data is collected from e-journal, books, health related reports

Social relevance and contribution of the study

By this project it will help full to many people in the society. It will help to the young
entrepreneurs to understand the trend in the market and work on it. It will help full to the
exciting food industry entrepreneurs to get the market trend and improve the business. This
study gives the factors which influence house hold consumer to order online. By this project

20
it increases employment. The society can know what amount of people are use digital media
to order food and non-user can also will educate and learn

Chapter’s scheme

Chapter No. Title Content

1 Introduction Introduction, need for the
study, statement of problem,
objectives, scope of the
study, sample and sample
size, methodology,
relevance, limitations.
2 Review of literature Review of literature,
previous studies, concerning
the issue under the study
3 Profile of study area Covering of benefits of the
area/organisation under
study
4 Data analysis It covers analysis and
interpretation of the data
collected
5 Findings, Suggestions and Conclusion Major find of the study,
conclusion of the study

Limitations of the study

1. This project is only to Mangalore region

2. If respondents don’t give truth information it will no use
3. Respondents may not answer to the questions
4. It only deals with household

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 CHAPTER-II

REVIEW OF
LITERATURE

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 A literature review is an account of what has been published on a topic by accredited
scholars and researchers. The purpose of reviewing service literature over a topic is to gain
knowledge and ideas of what have been established on a topic, and what their strengths and
weakness are. As a piece of writing, the literature of review is defined by a guiding concept.
Example the research problem and is not merely a descriptive list of the material available or
a set of summaries. Besides enlarging one’s knowledge about the topic, writing a literature of
review does the following: Because electronic food ordering is essentially a self-service
technology, let’s look at some of the studies that have been conducted on consumer adoption
of self-service approaches. Well-designed self-service ordering systems give customers
substantial control over the pace of their transaction and allow them to limit the amount of
personal interaction they experience, if desired. In most cases, an increased level of control
has been shown to lead to higher customer satisfaction and greater intent to use or
recommend the service. Bear in mind, though, that this increased control may not be
attractive to all customers, particularly those who desire personal contact. In designing a self-
service system, one must focus on the issue of customer control, since your customers will
most probably be using the system without the presence of an employee. Perceived
convenience of a self-service system also leads to an increase in both adoption and
satisfaction. In this instance, the definition of convenience is related primarily to access
convenience and transaction convenience. The downside of self-service technology occurs
with people who have technology anxiety and those who need human interaction. Muter et al.
have shown that these factors can affect adoption of self-service ordering and satisfaction
with it. Customers who evaluate service quality based on interactions with employees won’t
want to use self-service ordering. Similarly, customers who are uncomfortable with
technology may be reluctant to try an electronic self-service site because they may be afraid
of getting tangled up in the technology.

Advantages of Review

Any worthwhile research in any field of knowledge requires an adequate

familiarity with the work which has been done already in the same area. A summary of the

23
writings of recognised authorities and of previous research provides sufficient evidence that
the research is familiar with what is already known and what is still unknown. Since effective
research is based upon previous knowledge. This step helps to eliminate the duplication of
what has been already done besides formation of appropriate hypotheses, drawing of
meaningful conclusions and making commendable suggestions. The search for review
literature is a time consuming process. He must become acquainted with the significant
research findings. In these ways he can identify some of the exact spots where there is a void
in existing knowledge which helps him to raise important questions and formulate significant
research problems. Restaurants can offer electronic ordering both through their own online or
mobile site and through sites that serve multiple restaurants, and some restaurants also accept
orders via text message or through Face book

International Journal of Recent Technology and Engineering (IJRTE)

According International Journal of Recent Technology and Engineering

(IJRTE)After doing the analysis, it was found that majority of the respondents were aware
about the food apps. Also, majority of them used food apps for ordering food. Zomato is the
most known and used food app followed by Swiggy, Food panda, UberEATS and Fasoos.
Majority of the respondents are using the food app from last 1-2 years. After doing the factor
analysis, factors which are considered most important by the respondents with respect to their
monthly expenditure are convenient to use, easy payment method, longer delivery time and
receiving the expected order and with respect to age are good customer service, receiving the
expected order and lesser restaurants There is a difference in perceptions of respondents
regarding monthly expenditure and different age groups. Few of the major finding according
to this study are:

 There are still a lot of people who do not use any kind of digital payment method.

 There are a lot of scope in the future for cashless society.

 People are mostly influenced by convenience and offers provided for switching to cashless
modes of payments.

 There is still a lot to be done to digitalise India.

 People don’t feel safe sharing their financial and personal information over the internet.

24
 People face various problems while using digital payment methods.

Suryadev Singh Rathore, Mahik Chaudhary (2018)

Suryadev Singh Rathore, Mahik Chaudhary “Consumer's Perception on

Online Food Ordering. (2018), The study found out that recent development of the Internet
has augmented the e-commerce industries in a country like India.

E-commerce development has made Online food ordering services seamless for
people who want to get food delivered at their doorstep. Although consumers continue to go
out for the meals, consumers feel very convenient to order food online since it frees a
customer from personally visiting the restaurants. In this study, our main focus was to
analyze the perception of consumer towards Online food ordering services. In order to
understand what factors have played a dominant role to attract consumer in the developing
country like India towards them, we decided to study on the consumer perception on online
food ordering. In this research paper, two objectives were set for study. The first one was to
identify the factors which influence the consumer to order food online and the other one was
to know the consumer preferences on online food ordering services provider. To achieve
these objects survey was held to gather the information. Survey successfully helped to
understand the behavior and perception of people for online food ordering. It shows how
easily people search for a favorite restaurant, choose from available items and place their
orders in just a few minutes
The consumer’s perception on online food ordering varies from individual to
individual and the perception is limited to a certain extent with the availability of the proper
connectivity and the exposure to the online food services. The perception of the consumer
varies according to various similarities and difference based on their personal opinions. The
study reveals that mostly the youngsters are attached to the online food ordering and hence
the elder people don’t use these online services much as compared to the younger ones. The
study highlights the fact that youngsters are mostly poised to use online food ordering
services. The study also reveals that the price of the products, discounts and special offers
have the most influencing factor on online food ordering. The second most influencing factor
is the convenience, the next most influencing factor is on-time delivery. The study highlights
that respondents often prefer to order on weekly basis, the type of meals which were mainly
preferred to order was the snacks followed by dinner. Fast food was fancied by most of the
respondents in their choice of cuisines. The study also revealed that a major proportion of

25
respondents uses either Uber eats or Zomato to order their food online. It was also observed
that a less percentage of respondents were inclined towards the use of Swiggy and Food
Panda. In a nutshell, through this study, it is found that majority of students of Indore region
are well aware of the online food ordering and most of them have used online food ordering
services which indicates the growing popularity of the online food ordering within the
youngsters. Transformation in the trends of food ordering is occurring because of the
changing lifestyle of the consumers in India and expansion in online activity

Dr. Neha Parashar and Ms. Sakina Ghadiyali (2017)

Dr. Neha Parashar & Ms. Sakina Ghadiyali “A Study on Customer’s Attitude and
Perception Towards Digital Food App Services”. (2017): The study found that Services are
intangible products where in there cannot be any transfer of possession or ownership, and
they cannot be sold but come into existence at the time they are consumed or bought.
Services cannot be stored or transported. Eg: accounting, banking, cleaning, consultancy,
education, etc. Digital services on the other hand are services that are anything that can be
delivered through an information infrastructure such as the internet, in various forms i.e.
applications, web pages, social media, etc. In the paper the major focus will be on the various
apps that are available either by 3rd party for delivery purpose or by restaurants themselves
for various purposes like delivery, pointing system, in house app ordering, etc. Consumer
behaviour is the study of how individual customers, groups or organizations select, buy, use,
and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions
of the consumers in the marketplace and the underlying motives for those actions. From this
research paper we would understand the shift of consumer’s behaviours with the introduction
of technology and what are the different kinds of applications that consumers are satisfied
with and what makes them happy and satisfied about the service. The main objective of
the paper is to understand the relation between facilities and the purchase behaviour.
Secondly to find the most popular app in the food delivery industry and understand as to
how have technology played an important role in the restaurant industry. Keywords:
Consumer behavior, Food delivery app, Zomato, fasso, e-commerce

H.S. Sethu and Bhavya Saini

Manipal is an educational hub with students too busy with academic activities. E
commerce has pervaded the lives of students in a overwhelming manner. On line food

26
purchasing helps the students in managing their time better. It relieves the students from
spending time to go to their desirable food joint at any point of time, but at the same time
providing an avenue where their favoured food reaches them. It is found from the study that
almost all the respondents have easy access to the Internet; a major percentage of the
respondents buy twice or at least once a week. Most of the respondents are familiar with
ordering food online over 3 years. Overall satisfaction level on the scale of 5 is 3.69 which
mean it is somewhat high on reliability assurance and responsiveness. Most of the
respondents disagree to the fact that online websites charge high delivery fees. All
respondents are aware about food zoned website. Almost all customers feel safe paying
online. Customers buying decision gets affected by the opinions and experience of friends,
family and discussions on online forums. The study reveals that penetration of online food
ordering services is high. The student users of these services are well versed with the
information available on these websites and also use help services available online. The
service provider foodzoned.com therefore needs to at least maintain the overall quality of
service levels. Raising the service levels could delight the customer but at the same time
create more expectations in the minds of the consumers. This would require more investment
from the company to ensure the desired service level and they also says that The Indian
Hospitality industry has emerged as one of the main industries that drives the growth of
Indian service sector. Hospitality industry has evolved sensitive towards the needs and
desires of the people Prajogo & Sohal, 2006. Customer loyalty and Customer satisfaction is a
term frequently used in hospitality marketing. It measures how products and services
supplied by a company meet customer expectation. Customer satisfaction is defined as “the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products or its services exceeds satisfaction goals. The loyal customers give free
word of the mouth judgment. There are extrinsic and intrinsic components of the food service
decision-making process. The extrinsic influence includes culture, socio economic, reference
group, and household and intrinsic influence covers needs, experience, personality and self-
image, and perception and attitudes... Young generation even donate to charities and use their
mobile devices for the same. In fact, among those who donate, nearly 50% do it by phone
(Fromm, 2015). A shopping habit that sets millennial apart from no millennial is their
tendency to shop in groups and seek the opinion of others (Fromm, 2015) .Young generation
is a generation that wants to co-create the product and the brand, companies that understand it
and figure out ways to engage in this cocreation relationship will have an edge. When

27
youngsters dine out, they’re often in search of something exotic, adventuresome, memorable
or new to explore during their dining experience.

Zulkarnain Kedah and Yusof Ismail, A.K.M. Ahasanul Haque & Selim Ahmed
(2016)
In this study, attempt was made to identify the key success factors that lead to loyalty
in an online ordering environment. Results suggest that online food ordering companies have
to emphasise on information quality, website design, security/privacy and payment system
towards their customers in order to increase the level of web trust and satisfaction. The
service providers could also enjoy continuous recurring revenues from the loyal customers if
they provide efficient delivery, reliable customer service and food quality. The results of the
empirical study provide support for the positive relationships between website quality and
web trust, service quality and satisfaction, web trust and loyalty, and satisfaction and loyalty.
Therefore, this empirical study offers several important findings, summarised as follows:
• Information quality has a positive impact on web trust which is consistent with the study of
Yoon (2002).
• Website design has positive impact on website trust which is consistent with the study of
Yoon (2002).
• Security has positive impact on website trust. However, this finding differs from the finding
by Roca, Garcı´a and de la Vega (2008) which found that there was no significant
relationship between security/ privacy and online trust.
• The effect of payment system on website trust is also significant. Previous research on
website trust seldom touches on it. Again, this study uncovers the effect of payment system
on website trust.
• As hypothesised, delivery is found to exert a significant positive influence on customer
satisfaction. This finding is consistent with the study of Liu et al. (2008).
• Customer service has positive impact on satisfaction which is consistent with the study of
Zeithmal, Parasuraman and Malhotra (2002).
• Food quality has positive impact on satisfaction, which is consistent with the study of Qin
and Prybutok (2009). • Customer satisfaction has positive impact on loyalty which is
consistent with the study of Flavian et al. (2006) and Yoon (2002). Finally, an unexpected
link between the second order factor namely service quality and loyalty reflect that efficient

28
delivery, reliable customer service and food characteristics (e.g. freshness, presentation,
healthy) are also essentials for operating successful food ordering services.
Consumers response to the Internet has broadened opportunities for many businesses,
ranging from small to large corporations. The creation of online banking has further
facilitated various online businesses including online food ordering. Online food ordering
satisfies the needs of busy individuals living in the city who place their order online and
receive delivery within a few minutes. Prior studies on food ordering have investigated the
determinants of trust, satisfaction and loyalty mostly in the offline consumer environment.
However, researchers have recently discovered that the online environment offers great
opportunities for interactive and personalised marketing. Unlike the offline environment, the
online environment offers more opportunities for interactive and personalised marketing. The
Internet provides an impulsive shopping channel. Customers can easily search the
competitive providers that match their expectation , besides receiving input from peers
through interactive media such as blogs, Facebook and Twitter in making purchase decisions
Furthermore, website design has been discovered to be an important factor in the online
business environment and thus, service providers should adapt their design to suit the local
culture concerned . Recently, customer trust has also been examined in the context of online
business as its presence helps maintain sustainable relationships with customers .Several
researchers have studied the area of information quality, privacy/security, and efficient
payment system and focused on the effects of website design on trust, satisfaction and loyalty
.Liu et al. (2008) and Shankar et al. (2003) have found that delivery and customer services
have significant relationship with satisfaction.

Survey of Digital Food Ordering System Based on Android System for

Restaurants
According Survey of Digital Food Ordering System Based on Android System for
Restaurants says that This Standard of living people has developed with rapid economic and
technology. By using of technology our life becomes easier and convenient and almost every
field technology has developed. In adopting new technology the food industry still lags
behind as compare to other technology especially automation in different processes. After
many years restaurants and hotel follow completely manual process of paper and pen system
in food ordering. In the model of traditional system paper and pen method, the waiter write
the orders from customers, takes these orders to the kitchen, updates them in records, delivers

29
the ordered of food items at the makes the bill. This system is conventional and too sluggish.
This system require more manpower and thus is prone to human errors. It consumes a lot of
time by apart from this human error. It disturbs the patience of a eating and hangout place and
results in clutter.So,this process often leads to dissatisfaction between the customers, as
sometimes time taken by waiter for taking order is very long. In recent past, some systems
like KIOSK technology, PDA based system and multi touchable restaurants management
systems were developed to automate the food ordering system. However, the output of these
systems were not up to the expectation as we think. They provided unattractive and
uninformative menu details, and they were also very costly to adopt. To overcome these
drawbacks of the system, a digital based food ordering using an android application is
proposed to automate the food-ordering system. This system provides an affective user
interface through the android application system. It also facilitates the prices of all the menu
items along with their images so that it becomes very easier for the customer to order. First,
This is the very easiest and the widely used system today. In this traditional system, every
time customers enter into the restaurant and search his table, a waiter comes at customer table
and show him a food menu card.Waiter then waits with a notebook and a pen to take the
customer’s order. The waiter then write down the order of the customer in his notebook and
the order is stored in the paper. Finally, the order is forwarded to the chef in the kitchen.
Although the food ordering system in this system is very easy. Since, this system is a
complete manual system, there is a more chance of human errors to note their order due to
many reasons such as while taking the orders the waiter may miss some food items to add in
the order, the other human error is that the paper of notebook could get damaged by fire, or
could get lost or mishandling.The food menu cards having the list of food items are also in a
hard paper. So, if the manager wants to change or update the food menu lists or the price of
the food items, then it would require him to change the menu details in each and every food
menu cards present in the hotel. It is quite evidently cumbersome task to update details in
every card. So, eventually it leads to replacement of all the menu cards with the new one,
which would make to a great wastage of papers. Mostly in every hotels menu cards might
require very minute changes for which it is not at all convenient to replace all the food menu
cards with the new menu ones. we discuss the automated food ordering system for the hotel
or restaurant.The system relies on the model of GSM which has got a bandwidth of 900MHz
and the communication format is elementary which doesn’t need to much channel
bandwidth,the number of medium channels increases substantially and hence the
efficiency.This system replace the manual process of food ordering system and reduces the

30
no of hotel staffs saving cost of labor charges to a great extent.By the implementing this
process only need one time investment in installing the necessary android or other devices in
the hotel or restaurant.By using this technology it saves human errors to a great extent as this
process is advanced and automated and does not involve manual process like paper and pen
methods.The main advantages of this system is to saves our time by making the food items
ordering process independent of hotel staffs and waiters. Since this technology makes the
food ordering very fast,as compare to traditional systems & it consume our time by forming
of a huge queue in front of the counter. And this system helps to the customers, can also give
real time feedback through the application that helps manager and cashier to get the dining
experience of the customers hand and remove the problems faced by them.This technology
provides customers user-friendly,convenient and attractive user interfaces with prices of
every food item along with images of food items through which he can easily place an order
without any trouble.Thus,the proposed system brings advancement automated in the field of
food industry by automating the system through wireless and mobile technology.It has the
potential to attract customers to his restaurant and changing their dining experience in
efficient way.The idea can be improved to add an extra functionality of accepting payments
through debit cards, credit cards or through mobile wallet, in the customer’s app.It can also
be extended to accept the food items order by customers from outside the restaurant and hotel
by making an application that can be used by the customers to place orders from their office
and home.

SOHAM TRIVEDI (2016)

According consumer perception about online sales of food in Indian consumer market
Says that. Users were significantly interested in online ordering, especially the young
population of India. In the Indian market people still prefer to buy food in the conventional
way that is by going and eating food or ordering at the restaurants. Slowing the trend is
shifting towards online ordering of food and the cause for it is the easy availability of internet
at a low cost and more use of electronic devices by people around. The findings suggest a
shifting trajectory towards online mediums of food ordering. This however, compliments the
food delivery trend of the Indian market. With the online facility available on mobile devices
make the trend being set at a much higher pace. The variety of population indulging in this
behaviour is also alarming, with a number of youths on one end and adults above 55 years of
age on the other. This suggests the versatility of the population on this medium. Undeniably,

31
it is the online medium that is the trend setter in this case. The perfect example of “easy made
easier” is what this can be called. Indian contemporary lifestyle has developed a behavior in
acceptance towards the convenient onthe-go food delivery system. It has been observed that
the corporate lifestyle has curbed the leisure out of Indians, which is perhaps the reason
behind the favorable attitude towards online sources of read to eat food. Needless to say, that
the companies who can identify the future prospects of this industry will indulge in the
business for online food provision. However, the management to serve the demand for this
facility would require a huge influx of investment and simultaneously the quality of service.
According to a report from RedSeer Consulting India's online food ordering sector saw a
solid growth rate in the quantity of every day orders, growing consistently at 15 orders
between September 2017 to January 2018. The growth has brought about the quantity of
requests consistently clocking an average of 400,000 orders during the September quarter. It
has additionally instigated players, such as Swiggy, Zomato and Foodpanda, investing in
insourcing deliveries. In the September quarter, selfdelivering restaurants developed to 56 in
number, for every penny of the aggregate number of requests placed to the food-tech sector in
India. In-house deliveries remained at 46 for every penny in the final quarter of 2016.The
configuration of home delivery or the takeaways have picked up significantly more customers
in areas, for example, shopping centers, workplaces and enormous gathering orders for
residential complexes. Individuals missing breakfast while in transit to work, order in.
Corporates deem to order in food during meetings to swing the decision in their favor. Indian
population is by all accounts in awe of this online food request and delivery choice for the
comfort and prompt wellspring of food at home. Moreover, the accommodation of ordering
food from your mobile application or web browser has corresponded the idea of ease and
comfort to the millennial lifestyle. The requirements for a start-up in food delivery services is
much lower against those of food joints and eateries. Because of financial advantages, more
investors are prepared to give their chance, vitality and interests in the ventures committed to
delivering food at the doorstep. There is a significant decrease in the expenses of work,
supplies and the greatest cost sparing perspective is the requirement for quality land. This is
the costliest of all interests in eateries, and with a delivery-centric enterprise, this cost is
curbed. Eateries are currently endeavoring to boost their business yield by offering online
food delivery services. Home delivery is an exceptionally imperative fixing in this blend. It's
no big surprise that eateries of all shapes and sizes, are all competing to get a bit of this pie!
Another benefit of this design is that the delivery enterprises keeps client loyalty going solid
as well. The part of mobile applications and furthermore web-based arrangement of ordering

32
food can't be undermined now. With more individuals utilizing smart phones, expanding
knowledge and access to the Internet, the fortunes holding up to be procured from the matter
of home delivery are only a tick away! Domino's Pizza professes to convey more than 50,000
pizzas every day, and 15,000 of those requests are made online. Fasoos is another well known
food chain that doles out more than 60,000 requests in a day, and all from their mobile
application. Since Dominoes and different players have tied up with the online food service,
Zomato, Food panda and have their individual platform for the same, their revenue is
projected to double in a couple of years, such is the influence of online platforms of delivery.
E-Tailing, which is having a sound nearness online, is extremely encouraging for all delivery-
based 'speedy service eateries' (quick service restaurants) contrasted with the incomes created
from the commonplace physical arrangement.

Sheryl E. Kimes
This study found that online, mobile, and text ordering is reasonably popular among
U.S. residents who use the internet, given that nearly half of the survey respondents had
placed a restaurant order using an electronic channel. The perceived control and perceived
convenience associated with electronic ordering were important for both users and nonusers,
but the non-users had a significantly higher need for personal interaction and also had higher
technology anxiety than the users did. This tradeoff between convenience and the need for
interaction is interesting from both a research and practical perspective. Researchers have not
thoroughly studied this tradeoff. From a managerial standpoint, the question is how to
enhance the perceived convenience associated with electronic ordering while at the same time
providing the need for interaction that certain market segments desire. The suggestions made
here are intended to help managers grapple with that issue. As with all studies, this one is not
without limitations. The study was only conducted in one country (USA), and the findings
might not be generalizable to other parts of the world. Although the research was conducted
with a representative national sample, it was conducted online, and respondents may have
systematic differences from restaurant customers who do not use the internet. However, I
must note in conclusion that this limitation makes my findings even more critical, since the
survey determined that over half of the respondents, all of whom use the internet, don’t place

33
electronic food orders. This doesn’t include people who aren’t using the internet at the
moment. Thus, we can conclude that the potential for online or mobile ordering has barely
been tapped. Given the growing popularity of online, mobile, and text food ordering, I
wanted to investigate both the industry’s use of electronic ordering and consumers’ views
about and use of those distribution channels. An earlier report outlined the advantages of and
concerns regarding industry’s use of electronic ordering, and this report is designed to present
the results of a recentsurvey on consumers’ perceptions of online ordering and how they use
it or why they don’t do so. My intention is to help restaurant operators better design their
electronic ordering channels.Thisreport isthe second in a three-partseries. Part threewill
present the results of a survey of how U.S. fast-casual and quick-service restaurants
specifically use electronic ordering and the experience they have had with these channels. To
start this discussion, I will first give a brief overview of the U.S. restaurant industry’s use of
online, mobile, and text ordering, together with a look at the relevant literature, particularly in
relation to the self-service aspects of this technology.1 I’ll present the survey and its results,
followed by specific recommendations on how restaurant operators can use the study results
to help develop a successful electronic ordering strategic Restaurants can offer electronic
ordering both through their own online or mobile site and through sites that serve multiple
restaurants, and some restaurants also accept orders via text message or through Facebook
(although that channel is little used so far). In the first report of this series on online ordering,
coauthor Philipp Laqué and I found that 23 percent of the 326 largest chains in the U.S.
offered online food ordering, and we pointed out that many restaurants experienced increased
sales as a result of accepting electronic orders.2 Online ordering was most frequent in the fast
casual segment (48.5% of all restaurants) and the quick service segment (22.0%). Pizza
(60.7%) and sandwich (61.9%) chains were most likely to accept electronic ordering, and
Mexican restaurants are also active in this area (44.4%). Customers have embraced electronic
ordering. A 2010 Technomic study of 1,000 adults found that 43 percent of survey
respondents had ordered food online using a computer, and 23 percent had ordered food via
text message.3 Younger consumers were more likely to have used electronic ordering than
older respondents. For example, 60 percent of respondents between 18 and 34 years old have
ordered online, as opposed to 35 percent of people aged 35 or over.

Perception

34
 Perception is defined as a process through which individuals are exposed to
information, attend to the information, and comprehend the information (Mowen, 1995).
Understanding perception and the factors determining how consumers view products and
services is central to effective marketing (Berkman, Lindquist, and Sirgy, 1996). Schiffman
and Kanuk (1994) stated about consumer perception saying "as diverse individuals, we all
tend to see the world in our own special ways. "Reality" to an individual is merely that
individual's perception of what is "out there"- of what has taken place. Individuals act and
react on the basis of their perceptions, not on the basis of objective reality. Thus, to the
marketer, consumers' perceptions are much more important than their knowledge of objective
reality. For if one thinks about it, it's not what actually is so, but what consumers think is so
that affects their actions, their buying habits, their leisure habits, and so forth. And because
individuals make decisions and take actions based on what they perceive to be reality, it is
important that marketers understand the whole notion of perception and its related concepts
so they can more readily determine what factors influence consumer to buy."

Motivation

Motivation can be described as the driving force within individuals that impels them
to action. This driving force is produced by a state of tension, which exists as the result of an
unfulfilled need. Individuals strive-both consciously and subconsciously-to reduce this
tension through behaviour that they anticipate will fulfil their needs and thus relieve them of
the stress they feel. The specific goals they select and the patterns of action they undertake to
achieve their goals are the results of individual thinking and learning (Schiffman and Kanuk,
1994). What motivate people to eat out According to Lundberg (1994) said people eat out for
a variety of reasons: to satisfy hunger, social needs, and ego and self-fulfilment needs. The
most popular theory of motivation, that proposed by A.H. Maslow, states that humans are
wanting animals. As soon as one need is satisfied, another appears to take its place,
motivating from the need for safety or security up the scale through social, ego, and self-
fulfilment. People go to restaurant to satisfy not only hunger but also self-esteem, self-
respect, self-confidence, and prestige needs

The Connotative Meaning of Food

35
 Grunert stated that "people seek food, not nutrients. The common beliefs underlying
all these classifications are that food has social and psychic meanings that meals serve as
communicative symbolism, and "that eating is an experience that may be invested with many
intellectual and emotional values quite apart from metabolic utilization of the food"
(Babcoke, 1948, p.390). Eating is a deeply engrained source of satisfaction and the restaurant
customer wants an eating experience which combines food, service, d6cor, and indefinable
extra (Hall, 1977).

The Foodservice Industry Hall (1977) stated that the millions of people who “eat
out” every day have a wide variety of needs and tastes from a quick lunch to a luxurious meal
with elaborate service. Because of these differences there are many kinds of restaurants
varying from street stands for a hot dog or bowl of noodles to elaborate restaurants with the
best cooking. There are millions of people away from their homes everyday either by
necessity or by choice. The restaurant and catering business has developed to feed this huge
number of transients-office and factory workers, schoolchildren, military personnel,
travellers, and 6 people out to have a good time. Because there are so many to feed, the
restaurant and catering business is one of the largest and fast-growing industriesin the world.
Those who eat away from home spend vast sums of money for restaurant or catered meals
(Hall, 1977). Ten years into the new millennium, US. Restaurant industry sales will reach
$576.9 billion or about $222 billion more than is generated currently, according to a newly
released industry forecast. While the restaurant industry now garners about 44 cents of every
dollar spent on food, the sales are projected to climb to a 53.2 percent share of the total food
dollar by 2010, according to the National Restaurant Association (Papiernik, 1999).

The restaurant business

The restaurant business, say the National Restaurant Association (NRA), is the third
largest of all businesses in the United States (Lungberg, 1994). Local restaurants are made up
of establishments that include fast-food units, coffee shops, specialty restaurants, family
restaurants, cafeterias, and full-service restaurants with carefully orchestrated "atmosphere",
said Goeldner, Ritchie and Mcintoch (1999). According to Lungberg (1994), the NRA
classified all eating establishments into three categories: Commercial foodservice,
institutional foodservice, and military foodservice.Why people eat out According to
Lungberg and Walker (1993) said that the reasons for "eating out" are several and some of
them complex. The National Restaurant Association (NRA) has sponsored a number of

36
studies of restaurant consumers and their reactions to various kinds of restaurants. According
to one of these studies, the three most important considerations in the decision to eat out
were: - No one has to clean up - It permits a change of pace - It is considered a treat When
selecting a new restaurant, the person depends a great deal upon recommendations of friends.
This is nearly equal in importance to the type of food the restaurant serves. Appearance and
location are a distant third and forth in consideration. Quality of food is the most important
factor in people's evaluation of any of restaurant. The second most important factor varies by
restaurant type. In fast-food, coffee shops, and take-out restaurants, it is speed of service; in
family-type restaurants, cleanliness; in cafeteria, it is the selection of food; and in
atmosphere/specialty restaurants, it is the atmosphere or d6cor. According to National
Restaurant Association statistics, the most common day of the year to dine out is a birthday.
Approximately 50% of consumers celebrate their birthday at a restaurant. Mother's Day and
Father's Day rank as the second and third busiest holidays celebrated in restaurants. The most
popular day of the week for consumers to dine out is Friday, followed by Saturday and
Thursday (Mill, 1998).

Report of this series on online ordering (co-author Philipp Laque)

 23 percent of the 326 largest chains in the U.S offered online food ordering.

 Online ordering was most frequent in the fast-casual segment (48.5 percent of all
restaurants.)

 Chains were most likely to accept electronic ordering and Mexican restaurant are also
active in this area (44.4%)

Leveraging Social Media and Technology, the Technomic Associates

.  1000 adults found that 43 percent of survey respondents had ordered food online using a
computer.

 23 percent had ordered food via text message

.  Consumers were more likely to have used electronic ordering than old respondents.

37
 60 percent of the respondents between 18- 34 years old have ordered online as opposed to
35 percent of the people aged 35 or over.

Cornell Hospitality Report (January 2011)

. Consumers had ordered food for takeout or delivery during the previous year.

 Nearly half of the respondents (48.5 percent) had ordered food for takeout or delivery
online.

 Women were more likely than men to have used electronic ordering.

 Respondents living in urban and suburban areas were significantly more likely to have
used electronic ordering than those from rural areas or small towns.

Meuter et al (2005)

 Customers who evaluate service quality based on interactions with employees didn't want to
use self-service ordering.

 Similarly, customers who are uncomfortable with technology may be reluctant to try an
electronic self- service site because they may be afraid of getting tangled up in the
technology.

Pratibha.A.Dabholkar
 Well designed self-service ordering systems give customers' substantial control over the
pace of their transaction and allow them to limit the amount of personal interaction they
experience of desired.

 An increased level of control has been shown to lead to high customer satisfaction and
greater intent to use or recommend the service

38
CHAPTER-III

39
 PROFILE OF THE
STUDY AREA

Mangalore developed as a port in the Arabian Sea during ancient times and became a
major port of India. This port handles 75 per cent of India's coffee and cashew exports. The
port of Mangalore is among the 4 major ports of India that receive over 25 international
Cruise ships every year. The port is used as a staging point for sea traffic along the Malabar
Coast. This coastal city was ruled by several major powers, including the Kadambas, Alupas,
Vijayanagar Empire, Keladi Nayaks and the Portuguese. The city was a source of contention
between the British and the Mysore rulers, Hyder Ali and Tipu Sultan. Eventually annexed by
the British in 1799, Mangalore remained part of the Madras Presidency until India's
independence in 1947. The city was unified with the state of Mysore (now called Karnataka)
in 1956.

40
 Karnataka is situated in the south western region of India. It is one of the most
prosperous states in India. Karnataka has made tremendous progress in the fields of
education, industry, agriculture, literature and tourism. Bengaluru is the capital of Karnataka.
Bengaluru is known as the Silicon Valley of Asia due to its flourishing Information
Technology industry. Karnataka ranks ninth in terms of population in India. The population
density of the state is 319 per sq. km. The decadal growth rate of Karnataka’s population is
15.7%. Karnataka’s population was recorded as 61.13 million as per 2011 Census of India.
Out of this, 61.43% reside in the rural areas. The sex ratio for the state is 973 which is higher
than the all-India average of 940. The sex ratio for rural Karnataka is 979 while for urban
Karnataka it is 963. The child sex ratio for Karnataka stands at 948. This figure is again
higher than the national average of 914. The overall literacy rate for the state of Karnataka is
75.4%. The male literacy rate is 82.47%. The female literacy rate stands at 68.08%.

Karnataka is one of the fastest growing states in the country. The state contributed
5.68% to the Gross Domestic Product (GDP) of India in 2014-15. The state offers several
incentives under the Karnataka Industrial Policy, 2014-19 to promote the growth of industry
in the state. In 2014-15 the state government cleared 108 projects. These projects are
expected to generate job opportunities for about 56,000 people.

Karnataka is known as the IT hub of India. About 400 of the Fortune Global 500
companies outsource their IT services to companies in Bengaluru. The state has 47 IT/ITS
SEZs and three software technology parks. Karnataka houses the fourth largest technology
cluster in the world. Apart from IT and IT’s sector, Karnataka is also making tremendous
progress in Argo & Food processing, Automotive & Aerospace, Education, Machine Tools,
Mining & Minerals, Energy and Textile.

Mangalore, officially known as Mangalore, is the chief port city of the Indian state of
Karnataka. It is located about 352 km (219 mi) west of the state capital Bangalore, between
the Arabian Sea and the Western Ghats mountain range. It is the second major city in
Karnataka state in all aspects after the capital city Bangalore. It is the only city in Karnataka
to have all modes of transport—air, road, rail and sea—along with five other major cities in
India. It is known as the Gateway of Karnataka. It is the largest city in the Tulu Nadu region
of Karnataka. Mangalore is the second-best business destination in Karnataka after Bangalore
and 13th best in India. The population of the urban agglomeration was 619,664 according to
the provisional results of the 2011 national census of India.

41
 Karnataka is situated in the south western region of India. It is one of the most
prosperous states in India. Karnataka has made tremendous progress in the fields of
education, industry, agriculture, literature and tourism. Bengaluru is the capital of Karnataka.
Bengaluru is known as the Silicon Valley of Asia due to its flourishing Information
Technology industry. Karnataka ranks ninth in terms of population in India. The population
density of the state is 319 per sq. km. The decadal growth rate of Karnataka’s population is
15.7%. Karnataka’s population was recorded as 61.13 million as per 2011 Census of India.
Out of this, 61.43% reside in the rural areas. The sex ratio for the state is 973 which is higher
than the all-India average of 940. The sex ratio for rural Karnataka is 979 while for urban
Karnataka it is 963. The child sex ratio for Karnataka stands at 948. This figure is again
higher than the national average of 914. The overall literacy rate for the state of Karnataka is
75.4%. The male literacy rate is 82.47%. The female literacy rate stands at 68.08%.

Mangalore is the largest city and administrative headquarters of the Dakshin Kannada
district, and is one of the most multicultural and multi-linguistic non-metro cities of India. It
is also the largest city in the Coastal and Malnad regions of Karnataka, besides being a
commercial, industrial, educational and healthcare hub on the west coast of India. A port city,
it has the second largest airport in Karnataka. The Mangalore city urban agglomeration
extends from Ullal in the south to Surathkal in the north, covering a distance of over 30 km
(19 mi). The city extends in the eastward direction up to Vamanjoor, Padil and Bajpe. The
city's landscape is characterised by rolling hills, coconut palms, freshwater streams and hard
red-clay tiled-roof buildings. This coastal city has many skyscrapers of 30 and 40 plus floors.
India's first and only 3D Planetarium with 8K resolution display, is situated in this port city.
Mangalore is also included in the Smart Cities Mission list and one among the 100 smart
cities to be developed in India. The city has an average elevation of 22 m (72 ft) above mean
sea level.

Mangalore has a tropical monsoon climate, and is under the influence of the southwest
monsoon. Mangalore was named after the deity Mangaladevi, the presiding deity of the
Mangaladevi temple or a synonym of Tara Bhagvati of the Vajrayana Buddhist sect.
According to local legend, a princess from Malabar named Parimala (also known as Pramila
or Premaladevi) renounced her kingdom and became a disciple of Matsyendranath, the
founder of the Nath tradition. Having converted Premaladevi to the Nath sect,
Matsyendranath renamed her Mangaladevi. She arrived in the area with Matsyendranath, but
had to settle near Bolar in Mangalore as she fell ill on the way. Eventually she died, and the

42
Mangaladevi temple was consecrated in her honour at Bolar by the local people after her
death. The city got its name from the temple.

One of the earliest references to the city's name was made in 715 CE by the Pandyan
King Chettian, who called the city Mangalapuram. The city and the coastal region was a part
of the Pandyan Kingdom. According to K.V. Ramesh, President of the Place Names Society
of India, Mangalore was first heard in 1345 CE during the Vijayanagar rule. Many
shilashasanas (stones) of Vijayanagar period refer the city as Mangalapura. Even before that,
during the Alupa dynasty period, it was referred to as Mangalapura (Mangala means
'auspicious'). The city is well known as Mangaluru in Kannada, a reference to Mangaladevi
(the suffix uru means town or city). ] During the British rule from 1799, Mangalore
(anglicised from Mangaluru), stuck as the official appellation. However, according to
historian George M. Moraes, the word Mangalore is the Portuguese corruption of Mangaluru.
The name of this town also appears in maps as early as the 1652 Sanson Map of India.

Mangalore's diverse communities have different names for the city in their languages.
In Tulu, the primary spoken language, the city is called Kudla, meaning junction, since the
city is situated at the confluence of the Netravati and Gurupura rivers In Konkani, Mangalore
is referred to as Kodiyal, while in Malayalam, Mangalore is called Mangalapuram and the
Beary name for the city is Maikala.

Mangalore's economy comprises industrial, commercial, agricultural processing and

port related activities. The New Mangalore Port is India's eighth largest port, in terms of
cargo handling. It handles 75 per cent of India's coffee exports and the bulk of its cashew
nuts.[91] During 2000–01, Mangalore generated a revenue of ₹33.47 crore (US$4.84 million)
to the state.[92] Imports through Mangalore harbour include crude oil, edible oil, LPG and
timber. The city along with Tuticorin is also one of two points for import of wood to South
India.[94]The city's major petrochemical industries include BASF, Mangalore Refinery and
Petrochemicals Ltd. (MRPL), Mangalore Chemicals and Fertilizers Ltd. (MCF), Kudremukh
Iron Ore Company Ltd. (KIOCL), Hindustan Petroleum Corporation Ltd. (HPCL), Bharat
Petroleum Corporation Ltd. (BPCL), JBF Petrochemicals and Total Oil India Limited. The
Oil and Natural Gas Corporation (ONGC) plans to invest over ₹35,000 crore (US$5.06
billion) in a new 15 million-tonne refinery, petrochemical plant and power, as well as LNG
plants at the Mangalore Special Economic Zone. Indian Strategic Petroleum Reserves Ltd, a
special purpose vehicle under the Oil Industry Development Board, has developed strategic

43
crude oil reserves in Mangalore and two other places in India. Out of the 5 million metric
tonnes (MMT) storage, 1.5 MMT is stored at Mangalore. India has built 5.33 million tons of
strategic crude oil storages at Mangalore, Padur (near Udupi) in Karnataka and at
Visakhapatnam to ensure energy security. Bharati Shipyard Ltd (BSL) (now known as
Bharati Defence and Infrastructure Limited) has established its ship building site near
Tannirbavi in Mangalore.

Major information technology (IT) and outsourcing companies like Infosys,

Cognizant Technology Solutions and Endurance International Group have their branches at
Mangalore. Mphasis BPO has one of its branches at Mangalore. Two IT parks, namely,
(Export Promotion Industrial park (EPIP) at Ganjimutt and Special Economic Zone (SEZ)
near Mangalore University) have been constructed. There is an IT Tech Park by the name
Soorya Infratech park situated in Mudipu. Corporation Bank, Canara Bank and Vijaya Bank
were the three nationalised banks established in Mangalore during the first half of the 20th
century. Mangalore is the headquarters of Corporation Bank and Karnataka Bank. The
Mangalore Catholic Co-operative Bank (MCC Bank) Ltd, Mangalore Cooperative Town
Bank Ltd and SCDCC Bank were the scheduled banks established in Mangalore.

The leaf spring industry has its presence in Mangalore, with Canara Workshops Ltd.
and Lamina Suspension Products Ltd. in the city. The Old Mangalore Port is a fishing port
located at Bunder in Mangalore, where a large number of mechanised boats anchor. The
traffic at this port was 122,000 tonnes during the years 2003–04. Fishing is a traditional
occupation, and the products are exported to the surrounding regions. Mangalorean firms
have a major presence in the tile, beedi, coffee and cashew nut industry, although the tile
industry has declined due to concrete being preferred in modern construction. The
Albuquerque tile factory in Mangalore is one of India's oldest red roof tile manufacturing
factories. The Ullal suburb of Mangalore produces hosiery and coir yarns, while beedi rolling
is an important source of revenue to many in the city.

The city is also known for beaches such as Panambur, Tannirbhavi, NITK beach,
Sasihithlu beach, Someshwara beach, Ullal beach, Kotekar beach and Batapady beach.
Panambur and Thannirbhavi beaches attract tourists from across the country. Panambur beach
has many facilities including food stalls, jet ski rides, boating and dolphin viewing, besides
trained beach lifeguards and patrol vehicles to ensure the safety of the visitors. Saavira
Kambada Basadi is situated 34 km (21 mi) northeast of Mangalore in the town of

44
Moodabidri. The Sultan Battery watch tower, built by Tipu Sultan, situated in Boloor, is on
the banks of Gurupura River where one can take the ferry ride by paying small amount across
the river and reach Tannirbhavi Beach. Adyar waterfalls is at the outskirts at about 12 km
(7.5 mi) from the city.

The city has developed and maintains public parks such as Pilikula Nisargadhama,]
Kadri Park at Kadri, Tagore Park at Light House Hill, Mahatma Gandhi Park at Gandhinagar
in Mannagudda, Tannirbavi Tree Park,] Arise Awake Park at Karangalpady and Corporation
Bank Park at Nehru Maidan. Pilikula comprises the zoo, botanical garden, lake, water park
(Manasa), planetarium (Swami Vivekananda Planetarium)] and an 18 hol golf course
(Pilikula Golf Course) which is set in an area of 50 acres.

Mangalore Dasara, a ten-day festival at Sri Gokarnatheswara temple attracts devotees

from various states of India who visit Mangalore to witness Dasara. Mangaladevi Temple is
another temple which attracts devotees from all over India during Navaratri. Mangaluru
Samachara, the first ever newspaper in Kannada, was brought out by Rev. Hermann Friedrich
Mögling of the Basel mission in 1843. The first ever Kannada to English dictionary was
published in Mangalore by Ferdinand Kittel in 1894. Major national English language
newspapers such as Times of India, The Hindu, The New Indian Express, Deccan Herald and
Daijiworld publish localised Mangalore editions. The Madipu, Mogaveera, Samparka
(Contact) and Saphala (Success) are wellknown Tulu periodicals in Mangalore. Popular
Konkani language periodicals published in the city are Raknno (Guardian), Konknni Dirvem
(Konkani Treasure) and Kannik (Offering). Beary periodicals like Jyothi (Light) and
Swatantra Bharata (Independent India) are also published from Mangalore. Among Kannada
newspapers, Udayavani (Morning Voice) by Manipal Press Ltd, Vijaya Karnataka (Victory
of Karnataka) and Vijayavani (Voice of Victory) by VRL Group, Prajavani (Voice of the
People), Kannada Prabha (Kannada Radiance), Varthabharathi (Indian News), Samyukta
Karnataka (United Karnataka) and Hosa Digantha (New Horizon) are popular.[268] Evening
newspapers such as Karavali Ale (Waves from the Coast), Mangaluru Mitra (Friend of
Mangalore), Sanjevani (Evening Voice) and Jayakirana (Rays of Victory) are also published
in the city. The Konkani language newspaper Kodial Khabar is released fortnightly.
Malayalam newspapers such as Malayala Manorama (Malayalam Entertainer) and
Madhyamam (Medium) publish localised Mangalore editions.

45
 Cricket is a popular sport in the city. Mangala Stadium and B.R. Ambedkar Cricket
Stadium (near NMPT) are Dakshina Kannada district's full-fledged cricket stadiums, situated
in Mangalore. The Sports Authority of India (SAI) has also set up a sports training centre at
the stadium. Mangalore United is a Mangalore-based Karnataka Premier League (KPL)
franchise owned by Fiza Developers. Mangalore Premier League (MPL) is a cricket
tournament organized by the Karnataka Regional Cricket Academy. The Central Maidan or
Nehru Maidan in Mangalore is another important venue hosting domestic tournaments and
many inter-school and intercollegiate tournaments. The Mangalore Sports Club (MSC) is a
popular organisation in the city and has been elected as the institutional member for the
Mangalore Zone of the Karnataka State Cricket Association (KSCA). Lokesh Rahul,
commonly known as KL Rahul and Budhi Kunderan, a former Indian wicket keeper are from
Mangalore. Ravi Shastri, who represented India for several years in international cricket as an
all-rounder and captained the team, is of Mangalorean descent. Football is also quite popular
in the city and is usually played in the maidans (grounds), with the Nehru Maidan being the
most popular venue for domestic tournaments. Dakshina Kannada District Football
Association (DKDFA), annually organizes the Independence Day Cup on the occasion of
Independence Day at District Football Grounds adjacent to Nehru Maidan. Various schools
and colleges from across Dakshina Kannada, Udupi and Kodagu districts participate and the
matches are conducted under seven categories — higher primary school (boys and girls), high
school (boys and girls), PUC boys, college boys, PUC girls and college girls.

Traditional sports like Kambala (buffalo race), contested in water filled paddy fields,
and Korikatta (Cockfight) are very popular in the city. The Kambala of Kadri is a traditional
sports event organized within the city limits. A locality in Mangalore named Kadri Kambla,
is named after this sport. Plikula Kambala is yet another Kambala event organized within the
city. The Mangalore City Corporation (MCC) is the municipal corporation in charge of the
civic and infrastructural assets of the city, and it came into existence in the year 1980.
Mangalore has a city area of 184 km2 (71.04 sq mi). Municipal limits begin with Surathkal in
the north, to Netravati river bridge in the south and western sea shore to Vamanjoor in the
east. The MCC council comprises 60 elected representatives, called corporators, one from
each of the 60 wards (localities) of the city. A corporator from the majority party is selected
as a Mayor. The headquarters of Mangalore City Corporation is at Lalbagh.

Until the revision of Lok Sabha and the legislative constituencies by the Delimitation
commission, Mangalore contributed two members to the Lok Sabha, one for the southern part

46
of the city which fell under the Mangalore Lok Sabha constituency, and another for the
northern part of the city which fell under the Udupi Lok Sabha constituency. After the
delimitation of parliamentary constituencies in 2008, Mangalore Lok Sabha constituency is
replaced by Dakshina Kannada Lok Sabha constituency, resulting in Mangalore contributing
only one Member of Parliament (MP). Additionally, Mangalore sends three members to the
Karnataka Legislative Assembly from Mangalore City South, Mangalore City North and
Mangalore. The Mangalore City Police Department is headed by a Commissioner of Police.
Mangalore is also the headquarters of the Western Range Police, covering the western
districts of Karnataka, which is headed by an Inspector General of Police (IGP). Industrial
and commercial activities dominate Mangalore's economy. It is the only city in Karnataka to
have all modes of transport — air, road, rail and sea. The fastest growing non metro (Indian
city of population less than 1 million) in South India is Mangalore. Mangalore is the 2nd
largest business centre in Karnataka. Around 75% of India's coffee, timber and cashew nuts
exports are handled by the New Mangalore Port. Mangalore is one among the 5 cities in the
country to have both a Major Port and an International Airport. Mangalore has some of the
tallest buildings in South India, with many more under construction. Mangalore International
Airport is among the 2 International Airports in Karnataka, along with Kempegowda
International Airport.

BASF, Mangalore Refinery and Petrochemicals Ltd. (MRPL), Mangalore Chemicals and
Fertilizers Ltd. (MCF), Kudremukh Iron Ore Company Ltd. (KIOCL)(now closed),
Hindustan Petroleum Corporation Limited (HPCL), Bharat Petroleum Corporation Plant
(BPCL), ONGC Mangalore Petrochemicals Limited (OMPL), JBF Petrochemicals and Total
Oil are the major petrochemicals and processing industries in Mangalore.[6] One of the
largest SEZ in India, the ONGC - Mangalore Special Economic Zone is in Mangalore.
MRPL, the only refinery in the state, will soon get a Navaratna status. Mangalore Chemicals
& Fertilizers (MCF), the only fertilizer factory in the state, is situated at Baikampady. HPCL
has its oil refinery at Mangalore. BPCL has established an LPG plant near the New
Mangalore Port. BASF has established a Research and development (R&D) centre at
Mangalore.

At the Mangalore Special Economic Zone, in a new 15 million tonne refinery,

petrochemical plant and power and LNG plants, The Oil and Natural Gas Corporation
(ONGC) plans to invest over Rs. 35,000 crore. Of the country, this will be the first
Petroleum, Chemicals, Petrochemicals Investment Region (PCPIR). India has built 5.33

47
million tons of strategic crude oil storages at Mangalore, Padur (near Udupi) in Karnataka
and at Visakhapatnam to ensure energy security. Mitsui, a Japanese conglomerate has
planned to set up an LNG terminal in Mangalore.

FAMOUS FOOD ITEMS IN MANGLORE

Mangalorean cuisine is a collective name given to the cuisine of Mangalore which

comprises cuisines like Udupi as well as cuisine of the Mangalorean communities like that of
the Tuluvas, Rajapur Saraswat Brahmins, Goud Saraswat Brahmins, Mangalorean
Catholics and the Bearys.

Mangalorean cuisine is largely influenced by the South Indian cuisine, with several cuisines
being unique to the diverse communities of the region. Coconut and curry leaves are common
ingredients to most Mangalorean curry, as are ginger, garlic and chili. Mangalorean Fish
Curry is popular dish in Tulunadu. Well-known Tuluva dishes include Neer Dosa, Masala
Dosa, Chicken Ghee Roast, Chicken Sukka, Kori Rotti (dry rice flakes dipped in gravy),
Bangude Pulimunchi (spicy sour silver-grey mackerels), Beeja-Manoli Upkari, Neer
dosa (lacy rice-crêpes), Boothai Gasi, Kadubu, and Patrode. The Konkani community's
specialties include Daali thoy, bibbe-upkari (cashew based), val val, avnas ambe sasam,
Kadgi chakko, paagila podi, and chane gashi. Tulu vegetarian cuisine in Mangalore, also
known as Udupi cuisine, is known and liked throughout the state and region. Mangalore bajji,
also known as Golibaje, is a popular snack made from maida, curd, rice flour, chopped onion,
coriander leaves, coconut, cumin, green chillies, and salt.

Since Mangalore is a coastal town, fish forms the staple diet of most people. Mangalorean
Catholics' Sanna-Dukra-Maas (Sanna – idli fluffed Withtoddy oryeast; Dukra Maas –
Pork), Pork Bafat, Sorpotel and the Mutton Biryani of the Muslims are well-known dishes.
Pickles-suchas happala, sandige and pulimunchi areuniquetomanglore. Khali (toddy),
a country liquor prepared from coconut flower sap, is popular.

CHAPTER-IV

48
 DATA ANALYSIS
AND
INTERPRETATION

Age

49
 Age refers to the period of time someone has been alive. The respondents age is
necessary to know about which age category uses more online food delivery service. This
make study to get clear idea about the study.

Table:4.1- Age of respondents

Sl. No Age Respondents Percentage (%)

Male Female Male Female TOTAL
1 Below 15 1 0 1.37 O 1.37

2 15-25 45 19 61.64 26.02 87.67

3 25-35 5 3 6.08 4.88 10.96

4 Above 35 0 0 0 0 0
Total 51 22 69.09 30.91 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

The table no 4.1, discussed Age of the respondents. Out of 73 sample respondents ,1
respondent i.e 1.37 per cent is belong to age below 15 years, followed by 64 sample
respondents i.e 87.67 per cent belong to age group of 15-25 years, followed by 8
respondents i.e 10.96 per cent belong to age group of 25-35 years, zero respondents found
above 35 years. The data has revealed that the majority of the respondents i.e 86.67 per
cent are from age group of 15-25years. It shows that age group of 15-25 years respondents
uses more online food delivery service

Gender
50
 Gender refer to which human and most other living things are divided on the basis of
their reproductive function. The respondent’s gender is necessary to know about their sex.
Which helps to find which gender category use most online food ordering service.

Table:4.2-Gender of respondents

Sl. No Gender Respondents Percentage (%)

1 Male 51 69.86

2 Female 22 30.14

Total 73 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.2 discussed, about the gender of the respondents. Out of 73 respondents,51
sample respondents i.e 69.89 per cent are belong to male gender, followed by 22 sample
respondents i.e 30.14 per cent belongs to female gender. The data was revealed that the
majority i,e 69.89 per cent of male category group will use the more online food delivery
service

51
Occupation

Occupation refers to a person’s job or profession or a regular activity or hobby is

called as occupation. The respondent’s occupation is necessary to know about their current
stage of living or activity. Which helps to get more accurate analysis. Each occupation is
different from other and occupation influence the earning income that influence the use of
online food delivery service

Table:4.3-Occupation of the respondents

Sl.No Occupation Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Employee 43 19 58.90 26.03 84.93

2 Student 4 2 5.47 2.74 8.22

3 Business 4 0 5.48 0 5.48

4 other 0 1 0 1.37 1.37

Total 51 22 69.86 30.14 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.3 discussed, about the occupation of the respondents. Out of 73 respondents,62
respondents i.e. 84.93 per cent are employee, followed by 6 sample respondents i,e 8.22 per
cent are students, followed by 4 sample respondents i,e 5.48 per cent are business people,
followed by 1 sample respondents i,e 1.37 per cent holds other different occupation. . The
data was revealed that the majority i,e 84.93 per cent are employee use more online food
delivery service

52
Marital status

Marital status refers to one’s situation with regard to whether one is single, married,
separated, divorced or widowed is called marital status. The respondent’s Marital status is
necessary to know about their current marital status. Which helps us to get more accurate data
analysis.it also helps to find which status influence more on online food delivery service

Table:4.4-Marital status

Sl.No Marital status Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL

1 Single 28 10 38.35 13.7 52.05

2 Married 23 12 31.50 16.43 47.94

Total 51 22 69.85 30.15 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.4 discussed, about the Marital status of the respondents. Out of 73 respondents,38
sample respondents i,e 52.05 per cent are single, followed by 35 sample respondents i,e
47.94 per cent are married couples. The data revealed that majority is single i,e 52.05 per cent
total respondents. which says that single will use more online food delivery service

53
Place of domicile

Place of domicile refers to place where to make your permanent home and where you are
considered to be permanent resident is called place od domicile. The respondents place of
domicile is necessary to know about their place where their living. Which helps us to get
more accurate data analysis.it also helps to find which area influence more on online food
delivery service

Table:4.5- Place of domicile

Sl. No Place Respondents Percentage (%)

of domicile MALE FEMALE MALE FEMALE TOTAL

1 Rural 28 7 38.35 9.6 47.95

2 urban 23 15 31.50 20.54 52.05

Total 51 22 69.35 30.65 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.5 discussed, about the place of domicile of the respondents. Out of 73
respondents,38 sample respondents,35 sample respondents i,e 47.95 per cent are belongs
to rural area, followed by 38 respondents i,e 52.05 per cent are belongs to urban area. The
data revealed that majority is from area of urban i,e 52.05 per cent Which means that urban
people are use more online food delivery service

54
Monthly income

Monthly income of the respondents refers to earning capacity of the

respondents for each month is called monthly income. The respondent’s monthly income is
necessary to know about their monthly who much they are earning. Which helps us to get
more accurate data analysis. it also helps to find which category income influence more on
online food delivery service

Table: 4.6-Monthly income

Sl. No Monthly income Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Below 10000 33 14 45.20 19.17 64.38

2 10000-20000 9 5 12.32 6.85 19.18

3 20000-30000 5 2 6.84 2.73 9.59

4 Above 30000 4 1 5.47 1.36 6.85

Total 51 22 69.89 30.11 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.6 discussed, about the monthly income of the respondents. Out of 73
respondents,47 sample respondents i,e 64.38 per cent earns below 10000, followed by 14
sample respondents i,e 19.18 per cent of respondents earns 10000-20000, followed by 7
sample respondents i,e 9.59 per cent of respondents earns 20000-30000, followed by 5
sample respondents i,e 6.85 per cent of respondents earns above 30000.The data revealed that
majority of respondents earns below 10000 i,e 64.38 per cent. Which means that people
earning below 10000 are using more online food delivery service

55
 Education qualification

Education qualification refers to the degrees, diplomas,

certificates, professional titles individual has acquired till current date is called education
qualification. The respondent’s Education qualification is necessary to know about their
Education qualification. Which helps us to get more accurate data analysis. it also helps to
find which category influence more on online food delivery service

Table: 4.7-Educational qualification

Sl. No Educational Respondents Percentage (%)

qualification
MALE FEMALE MALE FEMALE

1 PUC 3 2 4.10 2.75 6.85

2 UG 39 13 53.42 17.81 71.23

3 PG 5 6 6.84 8.22 15.07

4 Other 4 1 5.47 1.37 6.85

Total 51 22 69.85 30.15 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.7 discussed, about the educational qualification of the respondents. Out of 73
respondents,5 sample respondents i,e 6.85 per cent are holding PUC education, followed by
52 sample respondents i,e 71.23 per cent are under graduates, followed by 11 sample
respondents i,e 15.07 per cent are post graduates, followed by 5 sample respondents i,e 6.85
per cent are holding other education qualification. The data revealed that majority of
respondents are having education qualification of under graduation i,e 71.23 per cent. Which
means that people how hold under graduation are using more online food delivery service

56
Prefer to order online

Prefer to order online refer to people are willing to order online or not. It
is necessary to find out that respondents are prefer to order online. If the respondents prefer to
order online in that case many factors influence him to order online. If the respondents not
prefer to order online in that case many factors influence him not to order online

Table:4.8- Prefer to order online food

Sl. No Prefer to order Respondents Percentage (%)

online food
MALE FEMALE MALE FEMALE TOTAL

1 Yes 48 19 65.75 26.02 91.78

2 No 3 3 4.10 4.10 8.22

Total 51 22 69.85 30.15 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.8 discussed, about the prefer to order online food of the respondents. Out of 73
respondents,67 sample respondents i,e 91.78 per cent says yes ,they prefer to order online
food, followed by 6 sample respondents i,e 8.22 per cent says no, they don’t prefer to order
online food. . The data revealed that majority of respondents yes, they prefer to order online
food i,e 91.78 per cent. Which means respondents are influenced by many other factors to
prefer online food

57
Frequency of ordering online food

Frequency refer to the rate at which something occurs over a particular period of time
or in a given sample is called frequency. frequency of ordering online food means within how
many days respondent will repeat order. The respondent’s Frequency of ordering online food
is necessary to know about their frequency. Which helps us to get more accurate data
analysis. it also helps to find rate of frequency of online food delivery service

Table:4.9-Frequency of ordering online food

Sl. No Frequency Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Daily 3 0 4.11 0 4.11

2 Weekly 9 6 12.32 8.23 20.55

3 Monthly 21 8 28.76 10.96 39.73

4 Twice monthly 7 5 9.58 6.85 16.44

5 Annually 11 3 15.06 4.11 19.18

Total 51 22 69.85 30.15 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.9 discussed, about the frequency of ordering online food of the respondents. Out
of 73 respondents,3 sample respondents i,e 4.11 per cent uses daily to order food through
online, followed by 15 sample respondents i,e 20.55 per cent uses weekly once to order
online food, followed by 29 sample respondents i,e 39.73 per cent uses monthly once to order
online food, followed by 12 sample respondents i,e 16.44 per cent uses twice monthly to
order online food, followed by 14 sample respondents i,e 19.18 per cent uses annually to
order online food. The data revealed that majority of respondents are uses weekly to order
online food service i,e 39.73 per cent. Which means people are order once in week.

58
Meals order through online food delivery apps

Meals order by respondents through online food

delivery apps means what type of food or meals preferred by the respondents through online
food service, meals may be veg or non-veg food. The respondent’s preferred meal of ordering
online food is necessary to know about their ordering. Which helps us to get more accurate
data analysis. it also helps to which food type are sold more through online food delivery
service

Table:4.10- Meals order through online

Sl. No Meals order Respondents Percentage (%)

through online MALE FEMALE MALE FEMALE TOTAL

1 Veg 25 5 34.24 6.85 41.10

2 Non-veg 26 17 35.61 23.28 58.90

Total 51 22 69.85 30.15 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.10 discussed, about the meals order through online of the respondents. Out of 73
respondents,30 sample respondents i,e 41.10 per cent are order veg food through online,
followed by 43 sample respondents i,e 58.90 per cent are order non-veg food through online,
The data revealed that majority of respondent prefer non-veg food while ordering through
online i,e 58.90 per cent . Which means people ordering both but non-veg meal is more
comparatively.

59
Amount spends on each ordering

Amount spends on each ordering refers to the money paid on each ordering while
ordering food. The different people will spend different amount it differs. To find that
difference this data is collected. The respondent’s spending on each ordering online food is
necessary to know about their spending. Which helps us to get more accurate data analysis.

Table:4.11- Amount spend on each order

Sl. No Amount spend Respondents Percentage (%)

on each order MALE FEMALE MALE FEMALE
1 Below 500 41 16 56.16 21.94 78.1
2 500-1000 6 5 8.21 6.89 15.1
3 1000-1500 3 1 4.10 1.4 5.5
4 Above 1500 1 0 1.4 0 1.4
Total 51 22 69.77 30.23 100
Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.11 discussed, about the Amount spend on each order of the respondents. Out of 73
respondents,57 sample respondents i,e 78.1 per cent spends below 500rs on each ordering,
followed by 11 sample respondents i,e 15.1 per cent spends 500-1000rs on each ordering,
followed by 4 sample respondents i,e 5.5 per cent spends 1000-1500rs on each ordering,
followed by 1 sample respondents i,e 1.4 per cent spends above 1500rs on each ordering. The
data revealed that majority of respondents i,e 78.1 per cent spends below 500rs. Which means
that most of the respondents spend only below 500rs.

60
Food application used to order online food

Food application used to order online food by respondents refers to there are many
companies which provides their own application where you can order the food. The Food
application used to order online food by respondent’s is necessary to know. This helps to find
which company application is in trending. Which helps us to get more accurate data analysis.

Table:4.12- Application used to order online

Sl. No Application used Respondents Percentage (%)

to order online
MALE FEMALE MALE FEMALE TOTAL

1 Zomato 33 12 45.20 16.43 61.64

2 Swiggy 16 7 21.91 31.29 31.51

3 Food panda 1 0 1.37 0 1.37

4 Other 1 3 1.36 4.12 5.48

Total 51 22 48.16 51.84 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.12 discussed, about the Application used to order online. Out of 73 respondents,45
sample respondents i,e 61.64 per cent of the respondents uses Zomato, followed by 23 sample
respondents i,e 31.51 per cent of the respondents uses swiggy, , followed by 1 sample
respondents i,e 1.37 per cent of the respondents uses food panda, followed by 4 sample
respondents i,e 5.48 per cent of the respondents uses other different application. The data
revealed that majority of respondents i,e 61.64 per cent uses Zomato application. It means
that Zomato is in trending.

61
Company good at on-time delivery

Company good at on-time delivery refer to the company which deliveries the food on
specified time given by them. Companies which is good at on time delivery usually have high
demand. The company on time delivery is necessary to know about their demand. Which
helps us to get more accurate data analysis.

Table:4.13- Company good at on-time delivery

Sl.no company good at respondents Percentage (%)

on-time delivery
MALE FEMALE MALE FEMALE TOTAL

1 Zomato 35 10 47.9 13.69 61.64

2 Swiggy 11 10 15.06 13.69 28.77

3 Food panda 1 0 1.37 0 1.37

4 Other 4 2 5.47 2.75 8.22

Total 51 22 69.8 30.2 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.13 discussed, about the company good at on-time delivery. Out of 73 respondents,
45 sample respondents i,e 61.64 per cent of the respondents says that Zomato, followed by 21
sample respondents i,e 28.77 per cent of the respondents says swiggy, , followed by 1 sample
respondents i,e 1.37 per cent of the respondents says food panda, , followed by 6 sample
respondents i,e 8.22 per cent of the respondents says other company.The data revealed that
majority of respondents i,e 61.64 per cent says that Zomato company will good at on-time
delivery. It means that Zomato is in good.

62
Factor influence to use specific application

Factor influence to use specific application refers to which are factors which makes
respondents to order through specific application. There are many factors. For each
respondent factors will be different. The respondent’s factors are necessary to know about
their factor influence. Which helps to find which factors influence more to use specific
application

Table:4.14-Factor influence to use specific application

Sl.no Factors Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Offer 18 8 24.65 10.96 35.62

2 Promo code 12 4 16.43 5.47 21.92

3 Quality 20 9 27.39 12.32 39.73

4 Other 1 1 1.36 1.36 2.74

Total 51 22 69.89 30.11 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.14 discussed, about the Factor influence to use specific application. Out of
73 respondents, 26 sample respondents i,e 35.62 per cent of the respondents influenced by
offers, followed by 16 sample respondents i,e 21.92 per cent of the respondents influenced by
promo codes, 29 sample respondents i,e 39.73 per cent of the respondents influenced by
quality,2 sample respondents i,e 2.74 per cent of the respondents influenced by other factors.
The data revealed that majority of respondents i,e 39.73 per cent are influenced by quality
service given by the specific application

63
Company provides best offer and promo codes

Company provides best offer and promo codes refer each company will provide offer
and promo codes where people will get discount on food order by that household will get
food for less rate and it also helps to company to gain more costumers. Which helps us to get
more accurate data analysis.

Table:4.15-company provides best offers and promo codes

Sl. No Companies Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Zomato 33 12 45.20 16.43 61.64

2 Swiggy 16 7 21.91 31.29 31.51

3 Food panda 1 0 1.37 0 1.37

4 Other 1 3 1.36 4.12 5.48

Total 51 22 48.16 51.84 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.15 discussed, about the company provides best offers and promo codes.
Out of 73 respondents, 44 sample respondents i,e 60.64 per cent of the respondents says that
Zomato, followed by 20 sample respondents i,e 27.39 per cent of the respondents says
swiggy, , followed by 3 sample respondents i,e 4.10 per cent of the respondents says food
panda, , followed by 6 sample respondents i,e 8.21 per cent of the respondents says other
company, The data revealed that majority of respondents i,e 60.64 per cent says that Zomato
is providing more and best offers and promo codes. That means Zomato is in top position

64
Company provides best quality service

Company provides best quality service refers to quality service provided by different
company will be different by way of packing food, delivery boy service, on-time delivery etc
this will matter when household are ordering the food because each and every one is found of
quality. The quality reflects the company goodwill

Table:4.16-Company provides best quality service

Sl. No Companies Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Zomato 28 11 38.35 15.06 53.42

2 Swiggy 18 7 24.65 9.8 34.25

3 Food panda 1 2 1.36 2.74 4.11

4 Other 4 2 5.47 2.74 8.22

Total 51 22 69.83 30.17 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.16 discussed, about the company provides best quality service. Out of 73
respondents, 39 sample respondents i,e 53.42 per cent of the respondents says that Zomato,
followed by 25 sample respondents i,e 34.25 per cent of the respondents says swiggy, ,
followed by 3 sample respondents i,e 4.11 per cent of the respondents says food panda, ,
followed by 6 sample respondents i,e 8.22 per cent of the respondents says other company.
The data revealed that majority of respondents i,e 53.42 per cent says that Zomato company
will good at quality service. It means that Zomato is in good.

65
Influencing factors to order from online

Factors influences to order online food service by household refers to which are
factors which makes respondents to order through online . There are many factors. For each
respondent factors will be different. The respondent’s factors are necessary to know about
their factor influence. Which helps to find which factors influence more to order online food

Table:4.17- Factors influencing to order online food

Sl. No Factors Respondents

1 Time 37

2 Income 18

3 Tasty food 39

4 Situation 39

5 Other 4

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.17, discussed about the Influencing factors to order from online. Out of 73
respondents, 33 respondents same ordering will depends upon the time, followed by 18
sample respondents says that ordering will be depend on income they earn, followed by 39
sample respondents says that ordering will be depend upon taste of the food, followed by 39
sample respondents also say that ordering will depend upon same situation, followed by 4
sample respondents also say that ordering will depend upon same other factors. The data
revealed that majority of respondents says that taste of the food and Situation will influence
them lot to order online.

66
Years of using online food delivery service

Years of using online food delivery service means from how many years did
respondents are using online food delivery service. This data will use full to conclude that
how respondents is aware of food delivery service. It also helps to get accurate data.

Table :4.18-Years of using food delivery app

Sl.No Years Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Last 5 years 2 1 1.36 2.74 4.11

2 Last 4 years 3 0 4.11 0 4.11

3 Last 3 years 6 4 8.21 5.48 13.70

4 Last 2 years 10 9 13.69 12.33 26.03

5 Last 1 years 30 8 41.09 10.96 52.05

Total 51 22 68.46 31.54 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.18, discussed about the Years of using food delivery app. Out of 73
respondents,3 sample respondents i,e 4.11 per cent are using since 5 years, followed by 3
sample respondents i,e 4.11 per cent are using since 4 years, followed by 10 sample
respondents i,e 13.70 per cent are using since 3 years, followed by 19 sample respondents i,e
26.03 per cent are using since 3 years, followed by 38 sample respondents i,e 52.05 per cent
are using since 1 years. The data revealed that majority of respondents i,e 52.05 per cent are
using since last 1 year. That means from last 1 year online food delivery service has been
grown lot

67
Satisfaction of food order through online

Satisfaction of food order through online means when people

order through online what they get is satisficed for money what they pay or for households
what they order food will get same satisfaction when they cooked at home . This data will use
full to check weather people are satisfied or not.

Table: 4.19- Satisfied with food order

Sl.No Satisfied Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL

1 Yes 35 13 47.94 17.81 65.75

2 No 16 9 21.91 12.32 34.24

Total 51 22 69.85 30.15 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.19, discussed about the Satisfaction of food order through online. Out of
73 respondents,48 sample respondents i,e 65.75 per cent of total respondents say that they
will get satisfied when they order through online,25 sample respondents i,e 34.24 per cent of
total respondents say that they will not get satisfied when they order through online.The data
revealed that majority of respondents i,e 65.75 per cent of the respondents they are satisfied
with what they get through online.

68
Time usually order food through online food delivery service

Time usually order food through online food delivery service means at what time
usually people will order through online. This data helps us to find what is the peak hours and
what is the reason of household to order on that time.it also helps us to get more accurate
data.

Table:4.20-Time usually order online

Sl. No Time Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Morning 0 1 0 1.37 1.37

2 Noon 17 03 23.2 4.2 27.40

3 Evening 15 16 20.54 21.92 42.47

4 Night 19 2 26.02 2.74 28.77

Total 51 22 69.77 30.23 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.20, discussed about Time usually order food through online food. Out of
73 respondents,1 sample respondents i,e 1.37 per cent is order on morning time, followed by
20 sample respondents i,e 27.40 per cent is order on noon, followed by 31 sample
respondents i,e 42.47 per cent is order on evening, followed by 21 sample respondents i,e
28.77 per cent is order on night. The data revealed that majority of respondents i,e 42.47 per
cent of the respondents are order on evening time. That means evening will be peak hours.

69
Employment opportunities

Employment opportunities refers to if respondents are able to get any jobs in online food
service company. Now a day’s online food delivery is in boom so they can create many job
opportunities towards society. The respondent’s Employment opportunities is necessary to
know about their opportunities. Which helps us to get more accurate data analysis.

Table:4.21-Getting any employment opportunities

Sl. No Opportunities Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Yes 44 9 60.27 13.66 73.94

2 No 7 13 9.58 16.44 26.03

Total 51 22 69.85 30.1 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.21, discussed about Employment opportunities through online food service
company. Out of 73 respondents,54 sample respondents i,e 73.94 per cent of the respondents
are getting employment opportunities, followed by 19 sample respondents i,e 26.03 per cent
of the respondents are not able getting employment opportunities, The data revealed that
majority of respondents i,e 73.94 per cent of the respondents are are able to get employment
opportunities. That means food delivery company are providing employment benefits.

70
Satisfaction of delivery service

Satisfaction of delivery means when people order through online. They should get
satisfied with delivery service provided by the company. Satisfaction is important factors to
customers. This data will use full to check weather people are satisfied or not.

Table:4.22-Satisfaction of delivery service

Sl. No Satisfied Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL

1 Yes 49 22 67.12 30.14 97.26

2 No 2 0 2.74 0 2.74

Total 51 22 69.86 30.14 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.22, discussed about satisfaction of delivery service company. Out of 73

respondents, 71 sample respondents i,e 97.26 per cent of the respondent says that they are
satisfied with delivery service provided by the company, followed by 2 sample respondents
i,e 2.74 per cent of the respondent says that they are not satisfied with delivery service
provided by the company. The data revealed that majority of respondents i,e 97.26 per cent of
the respondents says that they are stratified with delivery service. That food delivery
company are in right track

71
RESPONDENTS NOT USING FOOD DELIVERY SERVICE

Reasons for not to use any food delivery service

Reasons for not using any food delivery service by any respondent refer to some
respondents are not using any food delivery service for different reasons it may for quality
reasons or income of respondents etc. There may some external factors influencing on it .so it
necessary to know about the reasons

Table:4.23- Reasons for not to use any food delivery service

Sl. No Reasons Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL
1 Income 14 13 26.41 24.52 50.94

2 Quality 11 8 20.75 15.09 35.85

3 No food 4 3 7.54 5.66 13.21

delivery service
Total 29 24 54.7 45.3 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.23, discussed about reasons for not to use any food delivery service. Out of
53 respondents,27 sample respondents i,e 50.94 per cent says that their income is not
sufficient to order online food, followed by 19 sample respondents i,e 35.85 per cent says that
quality is not satisfactory to order online food, followed by 7 sample respondents i,e 13.21
per cent says that no food delivery service provided to their locality to order online food. The
data revealed that majority of respondents i,e 50.94 per cent of the respondents says that the
income what they earn is not sufficient to order online food. That mean income will affect the
food delivery service

72
Faced any problem by food delivery service company

Faced any problem by food delivery service company refers to did

respondents faced any problems by any food delivery service company. Each and every
respondent may or may not face many problems.it is necessary to know about this problem.

Table:4.24- Facing any problems

Sl. No Facing any Respondents Percentage (%)

problems
MALE FEMALE MALE FEMALE TOTAL

1 Yes 12 6 22.64 11.31 33.96

2 No 17 18 32.07 33.96 66.03

Total 29 24 54.71 45.29 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.24, discussed about Faced any problem by food delivery service company.
Out of 53 respondents,18 respondents i,e 33.96 per cent of the respondents says that they are
facing some problems, followed by 35 respondents i,e 66.03 per cent of the respondents says
that they are not facing any problems. The data revealed that majority of respondents i,e
66.03 per cent of the respondents says that they are not facing any problems. That means
food delivery service company are protecting their customer in good way

73
Food delivery company has more problems

Food delivery company has many problems refers to table no 4.24

show that are some respondents somehow, they faced problems. To know which company
has more problems faced by the respondents by the food delivery company. It is necessary to
known about problem. It also helps companies to rectify it.

Table:4.25-Food delivery company has more problems

Sl. No Companies Respondents Percentage (%)

MALE FEMALE MALE FEMALE TOTAL

1 Zomato 9 6 16.98 11.32 28.30

2 Swiggy 11 9 15.06 22.71 37.77

3 Food panda 6 7 11.32 13.19 24.52

4 Other 3 2 5.66 3.76 9.43

Total 29 24 49.02 50.98 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.25, discussed about Food delivery company has more problems. Out of 53
respondents, 15 sample respondents i,e 28.30 per cent of the respondents says that Zomato,
followed by 20 sample respondents i,e 37.77 per cent of the respondents says swiggy, ,
followed by 13 sample respondents i,e24.52 per cent of the respondents says food panda, ,
followed by 5 sample respondents i,e 9.43 per cent of the respondents says other company.
The data revealed that majority of respondents i,e 37.77 per cent of the respondents says that
swiggy company more problem which are faced by the respondents. That means swiggy has
to rectify their problems as soon as possible or else they may incur loss

74
Income affects the online food ordering

Income affects the online food ordering refers to does income of the
people will affects the food ordering. Because some people may earn more income but some
people will earn less income. To know does Income affects the online food ordering is
necessary. Which helps us to get accurate data

Table:4.26-Does Income affects the online food ordering

Sl. No Income affects Respondents Percentage (%)

MALE FEMALE MALE Female Total
1 Yes 19 13 35.84 24.52 60.37

2 No 10 11 18.86 20.75 39.62

Total 29 24 54.7 45.3 100

Source: Primary data (Dated Jan-Feb 2020)

Interpretation

Table no 4.26, discussed about Food delivery company has more problems. Out of 53
respondents,32 sample respondents i,e 60.37 per cent says that yes their income affects the
online food ordering, followed by 21sample respondents i,e 39.62 per cent says that no their
income not affects the online food ordering. The data revealed that majority of respondents
i,e 60.37 per cent of the respondents says that yes their income will effects the online food
orderings. That means that ordering will depends upon their income what they earn.

75
 CHAPTER-V

FINDINGS,
SUGGESTIONS AND
CONCLUSION

76
 FINDINGS

 The data has revealed that the majority of the respondents i.e 86.67 per cent are from
age group of 15-25years
 The data was revealed that the majority i,e 69.89 per cent of male category group
 The data was revealed that the majority i,e 84.93 per cent are employee use more
online food delivery service
 The data revealed that majority is single i,e 52.05 per cent total respondents
 The data revealed that majority is from area of urban i,e 52.05 per cent Which means
that urban people are use more online food delivery service
 The data revealed that majority of respondents earns below 10000 i,e 64.38 per cent.
Which means that people earning below 10000
 The data revealed that majority of respondents are having education qualification of
under graduation i,e 71.23 per cent.
 The data revealed that majority of respondents yes, they prefer to order online food i,e
91.78 per cent.
 The data revealed that majority of respondents are uses weekly to order online food
service i,e 39.73 per cent.
 The data revealed that majority of respondent prefer non-veg food while ordering
through online i,e 58.90 per cent
 The data revealed that majority of respondents i,e 78.1 per cent spends below 500rs.
Which means that most of the respondents spend only below 500rs.
 The data revealed that majority of respondents i,e 61.64 per cent uses Zomato
application. It means that Zomato is in trending.
 The data revealed that majority of respondents i,e 61.64 per cent says that Zomato
company will good at on-time delivery. It means that Zomato is in good.
 The data revealed that majority of respondents i,e 39.73 per cent are influenced by
quality service given by the specific application

77
 The data revealed that majority of respondents i,e 60.64 per cent says that Zomato is
providing more and best offers and promo codes. That means Zomato is in top
position
 The data revealed that majority of respondents i,e 53.42 per cent says that Zomato
company will good at quality service. It means that Zomato is in good.
 The data revealed that majority of respondents says that taste of the food and Situation
will influence them lot to order online.
 The data revealed that majority of respondents i,e 52.05 per cent are using since last 1
year. That means from last 1-year online food delivery service has been grown lot
 The data revealed that majority of respondents i,e 65.75 per cent of the respondents
they are satisfied with what they get through online.
 The data revealed that majority of respondents i,e 42.47 per cent of the respondents
are order on evening time.
 The data revealed that majority of respondents i,e 73.94 per cent of the respondents
are able to get employment opportunities.
 The data revealed that majority of respondents i,e 97.26 per cent of the respondents
says that they are stratified with delivery service.
 The data revealed that majority of respondents i,e 50.94 per cent of the respondents
says that the income what they earn is not sufficient to order online food.
 The data revealed that majority of respondents i,e 66.03 per cent of the respondents
says that they are not facing any problems.
 The data revealed that majority of respondents i,e 37.77 per cent of the respondents
says that swiggy company more problem which are faced by the respondents.
 The data revealed that majority of respondents i,e 60.37 per cent of the respondents
says that yes their income will effects the online food orderings.

78
 SUGGESTIONS

The suggestion is collected from the respondents and also by analysing the above data
collected by the respondents

 Need to improve the security for pre-payment for the order

 Only register hotel should be given permission to sell their food through food delivery
service
 Swiggy company should make more advertainment to improve their business
 Safety measure should be taken to protect food delivery executives
 The price for a food should be same in food delivery application
 Food panda company should expand their business. Many places they don’t provide
service
 Fake hotel should not allow
 Hygienic food should be encouraged
 Its better to give 24/7 service

79
 CONCLUION

The consumer’s perception on online food ordering varies from individual to

individual and the perception is limited to a certain extent with the availability of the proper
connectivity and the exposure to the online food services. The perception of the consumer
varies according to various similarities and difference based on their personal opinions. The
study reveals that mostly the youngsters are attached to the online food ordering and hence
the elder people don’t use these online services much as compared to the younger ones. The
study highlights the fact that youngsters are mostly poised to use online food ordering
services. The study also reveals that the price of the products, discounts and special offers
have the most influencing factor on online food ordering. The second most influencing factor
is the convenience, the next most influencing factor is on-time delivery.

The study highlights that respondents often prefer to order on weekly basis, the type
of meals which were mainly preferred to order was the snacks followed by dinner. Fast food
was fancied by most of the respondents in their choice of cuisines. The study also revealed
that a major proportion of respondents uses either Uber eats or Zomato to order their food
online. It was also observed that a less percentage of respondents were inclined towards the
use of Swiggy and Food Panda.

In a nutshell, through this study, it is found that majority of students of Indore region
are well aware of the online food ordering and most of them have used online food ordering
services which indicates the growing popularity of the online food ordering within the
youngsters. Transformation in the trends of food ordering is occurring because of the
changing lifestyle of the consumers in India and expansion in online activity.

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BIBLIOGRAPHY

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Bibliography
Ashutosh Bhargave, Niranjan Jadhav, Apurva Joshi, Prachi Oke, Prof. Mr. S. R
Lahane (2013) “Digital ordering system for Restaurant using Android” International
Journal of Scientific and Research Publications, April 2013

Christian Grönroos, (1984) "A Service Quality Model and its Marketing
Implications", European Journal of Marketing,

Facebook Business. Easy and Effective Facebook Adverts. Available online:

https://www.facebook.com/ business/products/ads (accessed on 9 October 2017).

H.S. Sethu, Bhavya Saini,“Customer Perception and Satisfaction on Ordering Food

via Internet, a Case on Foodzoned.Com, in Manipal”, Published by Manipal university

Harbor Communications (2016) Are food delivery trends hurting drive-through

saleswww. cstoredecisions. com/2016/07/21/food-delivery-trends-hurting-drive-sales/

Hannu, Lassi and Mika (2014) “From selling to supporting – Leveraging mobile
services in the context of food retailing”, Journal of Retailing and Consumer Services,
(January 2014

Kimes SE (2011) Customer perceptions of electronic food ordering. Cornell

Hospitality Report

Leung A (2016) This year-old Malaysian food delivery startup is doing thousands of
deliveries monthly. Tech in Asia.

Michael K. Brady, J. Joseph Cronin Jr. (2001) Some New Thoughts on

Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of
Marketing: July 2001

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 Zulkarnain Kedah, Yusof Ismail, A.K.M. Ahasanul Haque, Selim Ahmed,“Key
Success Factors of Online Food Ordering Services”, [Online] Available:
http://www.researchgate.net/publication/291074636

ANNEXURE

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 Questionnaire

1. AGE
a. Below 15 years
b. 15-25 years
c. 25-35 years
d. Above 35 years

2. SEX
a. Male
b. Female

3. OCCUPATION
a. Employee
b. Students
c. Business
d. Other

4. MATERIAL STATUS
a. Single

84
 b. Married

5. Place of domicile
a. Rural
b. Urban

6. MONTHLY INCOME
a. Below 10000
b. 10000-20000
c. 20000-30000
d. Above 30000

7. EDUCATION QULIFICATON
a. PUC
b. UG
c. PG
d. Other

8. WHEN WILL YOU PEFER TO ORDER ONLINE

a. Yes
b. No

9. How often do you prefer order online

a. Daily
b. Weekly
c. Monthly
d. Twice monthly
e. Annually

10. Which meal do you order online

a. Veg
b. Non-veg

11. How much you will spend for each ordering

a. Below 500
b. 500-1000
c. 1000-1500
d. Above 1500

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12. Which application you use while ordering
a. Zomato
b. Swiggy
c. Food panda
d. Other

13. Which company is good at on time delivery

a. Zomato
b. Swiggy
c. Food panda
d. Other

14. On what basis you will order through specific application

a. Offer
b. Promo code
c. Quality
d. Other

15. Which company provides you the best offers and promo codes
a. Zomato
b. Swiggy
c. Food panda
d. Other

16. Which company provides you the best quality service

a. Zomato
b. Swiggy
c. Food panda
d. Other

17. Which are the factors influencing you to order online

a. Time
b. Income
c. Tasty food
d. Situation
e. Other

18. Years of using food delivery application

a. Last 5 years
b. Last 4 years
c. Last 3 years
d. Last 2 years

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 e. Last 1 years

19. Are you completely satisfied with food you ordered

a. Yes
b. No

20. Time usually order food by house hold

a. Morning
b. Noon
c. Evening
d. Night

21. Are you getting any employment opportunities

a. Yes
b. No

22. Are you satisfied with delivery service

a. Yes
b. No

Questionnaire for those who are not using any food delivery application

23. Reasons for not using any food delivery application

a. Income
b. Quality
c. No food delivery service

24. Faced any problems by any food delivery service

a. Yes
b. No

25. Which food delivery company has more problems

a) Zomato
b) Swiggy
c) Food panda
d) Other

26. Does Income affect the online food ordering

a) Yes

87
b) No

88