“A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING ON

FOOD DELIVERY SERVICES”

By

(Student Name)
IV Semester PGDM
Reg. No.: 19GIBSPGDM005

Under the guidance of

Ms. M Sowmya
Assistant Professor
GIBS B School, Bangalore

Project Report submitted in partial fulfillment of the Requirements of IV

Semester PGDM Degree Examinations – May 2020

GIBS B SCHOOL, Bangalore

Approved by AICTE
 STUDENT DECLARATION

This is to certify that Internship Report entitled “A STUDY ON

EFFECTIVENESS OF DIGITAL MARKETING ON FOOD DELIVERY
SERVICES” which is submitted in partial fulfillment of the requirements of IV
Semester PGDM degree examinations – May 2020 comprises only my original
work and due acknowledgment has been made in the text to all other material
used.

Date:
Name of Student:
Signature:
 GUIDE CERTIFICATE

This is to certify that report entitled “A STUDY ON EFFECTIVENESS OF

DIGITAL MARKETING ON FOOD DELIVERY SERVICES” which is
submitted by ALURU YOGIESWAR RAO in partial fulfillment of the
requirements of IV Semester PGDM degree examinations – May 2020 is a
record of the candidate own work carried out by him/her under my supervision.
The matter embodied in this thesis is original and has not been submitted for the
award of any other degree.

Date:
Guide Name:
Signature:
 ACKNOWLEDGEMENT

It gives me the great pleasure to acknowledge my respectful and beloved one

for helping me bring out this internship report successfully.

I extend my sincere thanks to Management, GIBS B School for their support.

I would like to thank Dr. K. Aparna Rao, the Director of GIBS B School with
immense gratitude for permitting me to undertake this internship work.

I have immense pleasure in expressing my deep sense of gratitude to Academic

Coordinator Ms. Lakshmi R B and my Project guide Ms. M
Sowmya /Assistant Professor for her valuable guidance, co-operation, support,
and times without which this training would not have been completed.

I am also indebted to my parents for their support for successful completion of

the project.

Last but not the least; I would also like to thank each and every one who
supported during my project.

(Student Name)

(Register No.)
 TABLE OF CONTENT

Chapter
Title Page No.
No.
1 Introduction
1.1 Introduction to topic
1.2 Industry Profile
1.3 Company Profile
2 Research Design
2.1 Title of the Project
2.2 Objective of the study
2.3 Methodology of the study
2.4 Review of Literature
2.5 Tools of Analysis
2.6 Limitations of the study
3 Data Analysis and Interpretation
4 Findings
5 Conclusion and
Recommendations
Bibliography
Annexure

LIST OF TABLES

Table
Table Name Page No.
No.
 LIST OF GRAPHS

Graph
Graph Name Page No.
No.

CHAPTER-1

INTRODUCTION:

Today people are using various digital platforms to know the content and also searching for
best alternatives to their problems, previously the food consumption was mainly dependent
on either home made food or by going a nearby restaurant. But now the technology has
disrupted the industry so that now it is possible for us to order our favourite food from the
choice of restaurant while sitting at our homes. Initially the people were preferred in
restaurants and they went there and have it but now the Digital marketing came into picture it
helps to grow the online food delivery apps.

There are lot of youngsters who stay away from their parents may for the sake of studies or
maybe the reason of their job. these people need their daily food as well as rather than getting
fixed to one canteen they feel like happy to taste the food from different restaurants. Here the
companies were aware of this and start their online food delivery apps in order to target those
set of users and they used various digital marketing strategies to create brand awareness and
also traffic for their website.

The penetration of smart phones as well as advance in technology like artificial intelligence
these food delivery companies have really created a buzz on youth. Social media plays a vital
role in promotion of such food delivery companies by using unique marketing thoughts.

Companies are spending so much money to promote their ideas through social media
marketing and they have started paid campaign ads in various social media platforms like in
facebook they launch the facebook ads and in google they started search ads and display
banner ads to attract the users and also search engine optimization is very important for any
website for that we need the relevant keywords and the relevant content that people wants to
search.

For any marketing the first important step is targeting our audience for that we need to
analyze the present trends and various tools that we get to know the intent of the audiences
their behaviour and their interests according to that we can plan our digital marketing
strategies.

Now content is very important to sell our products people search for content if they really
liked it then definitely they will purchase so the main aim of this digital marketing is
promoting their content like showcasing the benefits of using those product and key essential
features and attractive offers.

Digital marketing is the promotion of your business, organisation or brand using channels
such as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message. Internet
marketing in particular plays a huge part in any digital marketing strategy and is becoming
the core of many organisation overall marketing strategies, particularly with regard to social
media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that people have a belief that internet or social media
marketing are same but not same, be clear from beginning itself. Digital marketing ecosystem
consists of internet marketing and social media marketing. They are just a channels for
communication, digital ecosystem consist of integrating channels and integrating services.

In Digital Marketing there are lot of opportunities to promote our product like Email
marketing, social media marketing, SEO on page and off page, Google analytics, Facebook
ads, Google ads

A short time ago, businesses used to advertise through an ad in the yellow pages or by direct
mail. They want to reach customers and be cost effective simultaneously. But these
businesses did not have any way to measure advertising impact.

Digital Marketing has transformed the above situation by providing the business with an
option to customize their advertisements, according to the customer, based on the product or
service and measuring the advertising impact to achieve success.

The Online Takeaway Food Delivery Market, which is the largest in the U.S, has grown in
the U.A.E too.Taking into consideration how the consumers residing are digitally savvy,
importance has been put by organizations within the country to use digital medium to
promote their products and services.

The need and importance of this research is because academic research has not yet been
undertaken in the Online Food Delivery sector in India and their digital marketing activities.
Research work has already been done in E-commerce and E-commerce marketing in India
and this study gives more insight into the Online Food Delivery Market and compares their
digital marketing to the other successful digital marketing campaigns.

INDUSTRY PROFILE :

Online Food Ordering: The E-Services market segment Online Food Delivery contains the
user and revenue development of two different delivery service solutions for prepared meals
(1) Restaurant-to-Consumer Delivery
(2) Platform-to-Consumer Delivery.
Revenue includes the gross merchandise value (GMV) which is defined as the total sales
dollar value for merchandise/food sold through the Online Food Delivery marketplace.
Online Food Delivery comprises services which deliver prepared meals and food that was
ordered online for direct consumption. The Restaurant-to-Consumer Delivery segment
includes the delivery of meals carried out directly by the restaurants. The order may be made
via platforms (e.g. Delivery Hero, Just Eat) or directly through a restaurant website (e.g.
Domino's).
The Platform-to-Consumer Delivery market segment focuses on online delivery services that
provide customers with meals from partner restaurants that do not necessarily have to offer
food delivery themselves. In this case, the platform (e.g. Deliveroo) handles the delivery
process.
Food delivery services in which a restaurant or independent food delivery company delivers
food to the customers. The order can be made through either from the restuarant or from the
website. Customers depending on the delivery company, choose to pay online or in person
with cash or card. A flat rate delivery rate fee is often charged with what the customer has
bought. Sometimes no delivery fee is charged depending upon the situation.

Online food delivery market of our country is estimated to reach the $12.53 billion by 2023
on the back of high growth rate, according to a recent report by DataLabs by Inc42.
Compared to the global growth rate of 9.01%, the online food delivery market in the country
is growing at 15%.
In early stages the food ordering in online is less and its gaining its popularity recently. By
increasing the huge competition among the online food delivery service providers and they
are introducing a lot of innovative ideas and giving more discount offers to attract the
customers and increase the customer satisfaction. Swiggy and Zomoto are currently among
the top rated food ordering apps.
Digital Marketing :
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.

Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display
advertising, and email marketing.

Porter’s Five Model Analysis of Digital Advertising Industry :

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first
time.
1) Threats of New Entry :
 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge
amount in backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually
look the past experience of agency.
 Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers :
 Lot of suppliers are there, but some suppliers who have high reach and affinity
will charge high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are very high.
 Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers :
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with
agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Clients like MNC’s have high power over agencies, but SME’s will satisfy with
performance of agencies.
 Backward integration by buyers is not possible.
4) Threats of substitutes :
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.
 Main competitor for Digital advertising is TVC, but trends are now changing
FICCI-KPMG report showing growth of digital is very high while comparing with
others media.
 But media consumption through radio is increasing now.
5) Rivalry by existing competitors :
  At present competitors are low, but it can be increase in future. Because lot new
players are coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good remunerations
to employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.
 Few of the brands have in-house agencies, it will reduce business but not in a high
level.

COMPANY PROFILE :
1) Zomoto :
Zomato, was established in July 2008 by the two IIT Delhi alumnus, The idea was struck in
their mind when his colleagues in their college has consistently had a demand for paper menu
leaflets of different restaurants, to order the food. That's the time he thought of converting
these restaurant paper menus into a digital app. Zomato is an food delivery startup founded
by Deepinder Goyal in 2008.
The restaurant search and discovery platform began its operation under the name of
“Foodiebay”.
In november 2010, the brand was renamed as Zomoto.

By 2011, Zomoto launched in Bengaluru, Pune, Chennai, Hyderabad and Ahmedabad

Zomato provides information, about menus and reviews of restaurants, and also has food
delivery options from partner restaurants in select cities.

Zomato is also planning to enter in grocery delivery, Due to the COVID-19 outbreak.

Zomato started the Contact less delivery in this pandemic situation, so that customers are find
safety through this contact less delivery and ordering the food.
Zomoto has initiated Zomoto Pro so that customer finds Dine in offers and also on online
food.

SWIGGY :
Nandan Reddy and Sriharsha Majety they both are alumni of Birla Institute of Technology
and Science (BITS) Pilani are a second-time lucky entrepreneur. Bundle, a logistics
aggregator that connected small or medium companies to courier service providers was their
first start-up venture. After an year, they realize that their focus needed to shift from service
field to the food industry.

Swiggy was founded in an office in Koramangala, Bangalore in 2014. It was the first online
food ordering platform. They realized that there is a strong need for online local logistics
company in the restaurant industry. One neighborhood, six delivery executives and 25 partner
restaurants are what Swiggy started initially.
India is a country with a lot of untapped potentials when it comes to food and ordering food.
From the time, the online food delivery platform started it has raised large sums of money
which proves Swiggy’s worth in the online food industry. Their average delivery time of 37
minutes and reduced overheads costs. They have made some technological developments to
improve their website quality over the years for customer satisfaction.
Swiggy has launched a host of exciting features like Swiggy Pop, Swiggy Access and
Swiggy Schedule to attract the customers and to sustain in the market.

Amazon Food Delivery :

Amazon is joining India’s online food delivery market just as top local players Swiggy and
Zomato reduce their workforce to steer through the coronavirus pandemic and months after
Uber Eats’ exit from the nation.

The e-commerce giant, which has invested more than $6.5 billion in India, today launched its
food delivery service, called Amazon Food, in select parts of Bangalore. The company
originally planned to launch the service in India last year, which it then moved to March but
pushed it further amid the nationwide stay-at-home order the Indian government issued in late
March.

In the run up to the launch, the e-commerce giant began testing the food delivery service with
select restaurant partners in Bangalore with employees earlier this year, TechCrunch reported in
late February.

Amazon Food charges restaurants 10 per cent: almost half the 22-25 per cent charged
by Zomato and Swiggy, which have been able to curtail their losses due their higher rates.
Amazon Food is now available across 62 pin-codes covering key localities like Whitefield,
HSR, Sarjapur, Koramangala, Indiranagar and MG Road. The other such areas include
Jayanagar, JP Nagar, Frazer Town, Malleshwaram, Rajajinagar and Vijayanagar. Customers
can order food from popular and hygiene certified restaurants and cloud kitchens around
them with convenient doorstep delivery.

CHAPTER-2

TITLE OF THE PROJECT :

A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING ON FOOD DELIVERY

SERVICES
OBJECTIVE OF THE STUDY:

1) To know the importance of digital marketing on food delivery services.

2) To know on an average how much money were spending on food delivery services.
3) To study the factors influence while making a purchase on online.
4) To know on an average how much time people are spending on social media.
5) To study which food delivery provider they are using frequently.
6) To know how did they feel when online advetisements on social media.

Methodology of the Study:

Since the study is based on effectiveness of digital marketing on food delivery services, so
inputs are mainly derived from open source data of Zomoto & Swiggy

Survey method :

Initially, a rough draft was prepared keeping in mind the objectives of research. A pilot study
was done in order to know the accuracy of the Questionnarie. The final questionnaire was
arrived only after certain important changes were done.

Thus may questionnaire came out to be judgemental and convenient.

The respondents who were asked to fill out questionnaire are sampling units, these comprise
of employees of MNC’s, students, businessman and also retired persons.

Review of literature:

The purpose of doing research in the area of digital marketing is because it seems huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not know
where and how to start doing digital marketing. In today’s time, social media channels such
as Facebook, Twitter, Google and other social media firms have successfully transformed the
attitudes and perceptions of consumers and in the end helped revolutionized many businesses.
This was done through measurable vast network of customers with trustworthy data with
real-time feedback of customer experiences.

It is much more convenient for businesses to conduct surveys online with a purpose to get
relevant information from targeted groups and analyzing the results based on their responses.
Potential customers can look for reviews and recommendations to make informed decisions
about buying a product or using the service. On the other hand, businesses can use the
exercise to take action on relevant feedback from customers in meeting their needs more
accurately.

Digital marketing is the use of technologies to help marketing activities in order to improve
customer knowledge by matching their needs.

Marketing has been around for a long time. Business owners felt the need to spread the word
about their products or services through newspapers and word of mouth. Digital marketing on
the other end is becoming popular because it utilizes mass media devices like television,
radio and the Internet. The most common digital marketing tool used today is Search Engine
Optimization (SEO). Its role is to maximize the way search engines like Google find your
website.

For online food delivery services, Digital marketing is very important for them to get a digital
presence and also to attract the large group of audiences. These food delivery service brands
create a home in our minds with their amazing marketing and advertising skills, these brands
are giving us a restaurant like food experience at home.

Consumers are now switching to solutions that simplify their lives with the increase in smart
phone usage and online food delivery services. Therefore, to succeed with marketing for food
delivery service brand, it is important to understand the preference of customers and meet
them where they are with your marketing and advertising strategies.

Some of the digital marketing strategies for food delivery service brands :

Google ads: one of the most common ways is through Google, with Google your brand will
be heard, seen and loved by one and all.

You can either find ways to market your food delivery brand on google in an organic way or
by paid advertisement called Google ads.

These google ads are having different type of ads like Display ads, Text ads and also
shopping ads

These paid ads types where advertiser pay for each click on the ad. This is an effective way to
bring your customers to your website.
Google analytics is a tool where we can evaluate our google ads how they are performing and
how much reach we are getting to our site and also it helps to improve where we are lacking
behind.

Email Marketing :

the first thing that many of your prospects look at everyday just like social media is Email.
The mistake that most brands make is to ignore email marketing assuming they do not work,
honestly, email marketing can help you bring in lot of customers and more orders.

Create a subscribers list and send out emails like specials for today, inform them when their
food order is confirmed, the food being processed, when the delivery boy reaches to pick up
their food, thank you email.

Use attractive subject lines because subject line is important to open the email so make sure
that eye catching subject line will be used.

Social Media Marketing :

Social media marketing is very important, since most of the customers were actively using
social media so we have to be shown our social media presence like Youtube ads is very
important to attract the audience and also the Facebook ads it has more number of active
users so we can create a campaign to get the brand awareness and also traffic to our site if we
take Facebook Ads its also having an advantage of Instagram because Instagram is from
facebook so we can target in both facebook and Instagram. These social media platforms has
various features to promote our products.

We have to be aware of the features and utilize it properly because in social media we can get
the mass reach we want.

Technology has changed the way we communicate, spend time, and even perform our daily
tasks. Start-up food delivery service brands, therefore shifted their sole attention from
marketing to digital ads with the increased use of smartphones and the rise of the economy.

Tools of Analysis :

Tools used for the data analysis is the questionnaire method where in same set of questions
are posed to individuals by google forms.
Total survey is conducted for a set of 106 individuals and their responses are captured in the
form of tables and graphs.

Limitations of the Study :

1) Some of the respondents feel online advertisement in social media is annoying.

2) Some respondents do not have a good perception on online advertisement.
3) Majority are feeling the usage of digital marketing mostly depends on internet. There
are many hackers and spammers who can breach your security amd misuse your
social accounts.
4) One of the drawback of digital marketing is piracy. It hardly takes some minutes to
copy your information from your promotional strategies.
5) Some of the advertisement and campaigns are deceptive.
6) Complaints and feedback are visible in public in your social media accounts, a single
negative comment or tweet or feedback can create negative impact on your online
reputation.

CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

Data is to be analysed through various backgrounds of people who actively using food
delivery services

Findings based on the research I did.

Table-1: Data Representation for age groups of respondents

Particulars No. of responses Percentage

18-30 72 67.9
30-40 21 19.8
40+ 13 12.3

Graph-1 : Data Representation for age groups of respondents

Most of the respondents are from 18-30 age group because most of that age group people are
more active in social media platforms and they get to know the recent trends and marketing
strategies.

Table-2 : Data Representation for occupation of respondents

Particulars No. of responses Percentage

Student 42 39.6
Employed 35 33
Business man 17 16
Retired 12 11.3
Graph-2 : Data Representation for occupation of respondents

Most of the respondents were students and followed by employed so they aware of marketing
campaigns and actively using social media platforms to know more happening things.

Table-3 : Data Representation for which social media platform are using the most

Particulars No. of Respondents Percentage

Instagram 47 44.3
 Facebook 34 32.1

Twitter 14 13.2

Youtube 11 10.4

Graph-3 : Data Representation for which social media platform are using the most

Most of the respondents were using Instagram, previously facebook have more active number
of users but Instagram took over it because of its features like stories, posts, fliters and also
latest sensation was Reels so Instagram has more number of active users.

Table-4 : Data Representation for which type of content people like to see on social media

Particulars No. of Respondents Percentage

Fitness 31 29.2
Nutrition 25 23.6
Health and Lifestyle 50 47.2
Graph-4 : Data Representation for which type of content people like to see on social media

Most of the respondents are preferred to see about health and lifestyle, now-a-days people are
more concerned about their health and lifestyle so they want to see more content on health
and lifestyle so they can get awareness about the health related issues.

Table-5 : Data Representation for how people prefer to see the content

Particulars No. of Respondents Percentage

videos 32 50.9
posts 54 30.2
blogs 20 18.9

Graph-5 : Data Representation for how people prefer to see the content
Most of the respondents prefer to see the posts because most of the times while using social
media like Instagram, facebook, the people having a habit of scrolling down the news feed so
that more number of posts they can watch it.

Table-6 : Data Representation for how much time people spent on social media

Particulars No. of Respondents Percentage

2 hours 25 23.6
4 hours 49 46.2
6 hours 24 22.6
More than 6 hours 8 7.5

Graph-6 : Data Representation for how much time people spent on social media
Most of the respondents are using social media on an average of 4 hours on a day, now-a-
days most of the people were addicted to social media for various purposes some may use it
properly some may use for unnecessary things.

Table-7 : Data Representation for how many people believe in online advertisement

Particulars No. of Respondents Percentage

Yes 81 77.1

No 24 22.9

Graph-7 : Data Representation for how many people believe in online advertisement
Most of the respondents were believe the online advertisement, why not now everything is
online and the effectiveness of digital marketing makes every company were stated their
marketing in online. For people if they want anything simply they search for it and get the
information about it.

Table-8 : Data Representation for people are believing online advertisement is important or
not

Particulars No. of Respondents Percentage

Yes 77 72.6
No 29 27.4

Graph-8 : Data Representation for people are believing online advertisement is important or
not
most of them believes that online advertisement is important, because it has more
opportunities to market their product and also create the brand awareness to get the people’s
attention so that they can get the conversions.

Table-9 : Data Representation for online advertisements influence the customers shopping
trends

Particulars No. of Respondents Percentage

Yes 68 65.4
No 36 34.6
Most of the respondents feel online advertisements are influencing their shopping trends,
because previously if we want to buy a product we went to store but now everything was
online and the online advertisments have creating an impact to the customers with their eye
catching ads so that customers were influenced to buy that product.

Table-10 : Data Representation for how people feel about advertisement on social media

Particulars No. of Respondents Percentage

Very annoying 24 22.6
annoying 35 33
Very useful 29 27.4
useful 18 17

Graph-10 : Data Representation for how people feel about advertisement on social media
Majority of the respondents feel advertisement in social media is annoying and some of the
respondents feel it is useful so there is mixed result, here social media have lot of
opportunities to promote our product so how we are utilizing the social media is important.
So, Marketers have to be focused on more engaging and draw attention from the customers.

Table-11 : Data Representation for how often people make purchase decisions after seeing
ads on social media

Particulars No. of Respondents Percentage

Always 25 23.6
Often 14 13.2
Sometimes 54 50.9
Rarely 10 9.4
Never 3 2.8

Graph-11 : Data Representation for how often people make purchase decisions after seeing
ads on social media
Majority of the respondents says Sometimes they make purchase decisions after seeing ads
on social media, this is because if the ad is really interesting and grab the attention of the
audience and also offers may attract to make that purchase decision.

Table-12 : Data Representation for factors influence the purchasing decision at first look

Particulars No. of Respondents Percenatge

The advertisement was 17 16
interesting
Good offers 55 51.9
Familiar brand 34 32.1

Graph-12 : Data Representation for factors influence the purchasing decision at first look
Most of the respondents purchase decisions are mainly for Good offers, customers prefer
good offers to purchase the things because it’s a psychological feeling to get an product with
less price or due to budget constraints.

Table-13 : Data Representation for people after impressed by the advertisement did they see
the comments or not

Particulars No. of Respondents Percentage

Yes 84 80.8
No 20 19.2

Graph-13 : Data Representation for people after impressed by the advertisement did they see
the comments or not
Majority of the respondents says that they read the comments after they are impressed by the
advertisement is because the curiosity or to know the others opinion on that product or
service so that they get to know the pro’s and con’s.

Table-14 : Data Representation for how likely would people purchase after reading the
comments if many are positive

Particulars No. of Respondents Percentage

Always 34 32.1
Sometimes 55 51.9
Never 17 16

Graph-14 : Data Representation for how likely would people purchase after reading the
comments if many are positive
Most of the respondents feel Sometimes they would purchase after reading the comments if
many are positive, because its create an positive impact towards that product and also the
customers who are already using that product may share their user experience in the comment
section so we find that product was good by reading all that positive feedback.

Table-15 : Data Representation for people order food delivery on a frequent basis or not

Particulars No. of Respondents Percentage

Yes 73 69.5
No 32 30.5

Graph-15 : Data Representation for people order food delivery on a frequent basis or not
Most of the respondents are prefer to order the food on regular basis, because the offers that
food delivery company provides and also students who staying away from the home, want to
taste the different food daily and also employees who got late to their work they simply order
food on online in order to save their time.

Table-16 : Data Representation for how many times the people can order in a week on an
average

Particulars No. of Respondents Percentage

Less than 3 times per week 53 50
3-5 times per week 42 39.6
More than 5 times 11 10.4

Graph-16 : Data Representation for how many times the people can order in a week on an
average
Most of the respondents prefer to order on an average less than 3 times per week, because the
people ordered mostly on weekends and also they prefer to order on Wednesday offers or
Friday offers.

Table-17 : Data Representation for preferred method of ordering

Particulars No. of Respondents Percentage

Through phone 28 26.7
Through website 27 25.7
Through apps 50 47.6

Graph-17 : Data Representation for preferred method of ordering

Most of the respondents prefer to order by mobile app, because in app the interface was good
and easily we can see the content and apps are user friendly, we can get detailed information
about the menu and prices and offers.

Table-18 : Data Representation for how much they spend on food deliveries per week

Particulars No. of Respondents Percentage

250 37 34.9
300 41 38.7
500 21 19.8
More than 500 7 6.6

Graph-18 : Data Representation for how much they spend on food deliveries per week
Most of the respondents are spending Rs.250 to Rs.300 on food deliveries per week, since
food delivery apps are providing offers so people tends to order the food and the amount they
are spending is an average amount that everyone is spending on food deliveries.

Table-19 : Data Representation for where the people can find more food delivery ads

Particulars No. of Respondents Percentage

Youtube 59 56.2
Instagram 38 36.2
Facebook 8 7.6

Graph-19 : Data Representation for where the people can find more food delivery ads
Most of the respondents they find more food delivery ads on Youtube, because we watch
videos on youtube when ever we are watching our favourite videos the food delivery ad will
pop up in between the video and some ads are not able to skip so we have to watch the entire
video of food delivery ad and the marketers are also targeted the youtube audience because
the youtube it helps to get more reach.

Table-20 : Data Representation for which online ordering provider did they use

Particulars No. of Respondents Percentage

Zomoto 53 50.5
Swiggy 42 40
Uber Eats 10 9.5

Graph-20 : Data Representation for which online ordering provider did they use
Majority of the respondents are using zomoto and followed by swiggy, because zomoto have
that fast delivery option and also with Zomoto Pro they are providing dine in offers for
selected restaurants. In terms of service zomoto is on time delivery when compared to
swiggy. Not only delivery zomoto is ahead of swiggy in so many aspects. So people mostly
choosing zomoto for their food delivery.

Table-21 : Data Representation for online ordering experience for people

Particulars No. of Respondents Percentage

Very easy 51 48.6
easy 38 36.2
difficult 14 13.3
Very difficult 2 1.9

Graph-21 : Data Representation for online ordering experience for people

Most of the respondents says their online ordering experience was very easy, since the apps
were user friendly the ordering experience was become easy. Even kids are operating this
apps and ordering their favourite food.

Table-22 : Data Representation on Digital Marketing is helpful for business or not

Particulars No. of Respondents Percentage

Yes 93 88.6
No 12 11.4

Graph-22 : Data Representation on Digital Marketing is helpful for business or not

Majority of the respondents says, Yes digital marketing is helpful to business, because we are
in a digital era, the retail outlets are facing losses but the online marketing was booming so
the digital marketing is very important for any company to maintain their digital presence of
the company and compete with the competitors through online content.

CHAPTER – 4

FINDINGS

Most of the respondents believe that digital marketing is important for any business, because
digital marketing has lot of opportunities to promote our product, it is important that
company has its digital presence.
Majority are preferred to watch the content about the health and lifestyle in social media
because most of them are concerned about the health after this pandemic, now everyone
become cautious about food and quality of life.

Majority of the people are spending 4 hours in social media on an average per day. Due to the
features offering by the social media platforms and people are addicted to the social media
apps to browse the information and also for entertainment purpose.

The digital ads influence the purchase decisions of the people through promoting various
attractive ads through the social media and creating an impact, the comments are playing
important role because in comments we can find out the real time experience of that products
and reviews so that it can create positive impact on that product.

Most of the respondents says Online advertisements in social media is annoying. Because
most of them are using for entertainment purpose for example in youtube when we are
watching a video suddenly an food ad will pop up it really feels annoying on that time.

On an average people are spending 250-300 per week for online food deliveries. It is an
average money were spending on the food and consuming quality food is very important for
our health.

The factors influencing the purchase decision is Good offers. The food delivery brands
providing so many offers daily to attract the customers for example Wednesday offers and
Friday offers like that, it tends to place a order after seeing a good offers on that particular
restaurant.

On an average ordering food in online is about 3-5 times per week, mostly students away
from their homes and employees who stuck with their works are prefer to order the food in
online on a regular basis.

Most of the respondents were preferred Zomoto, because zomoto offering on time food
delivery and contactless delivery and also with Zomoto Pro they are providing offers for Dine
in restaurants not only delivery but zomoto is ahead of swiggy in many aspects.

Majority are finding that food delivery ads is mostly seen in Youtube. the ads were pop up in
between the videos and also it helps to get the mass reach to the companies, because most of
them prefer youtube for search queries.
 CHAPTER – 5

CONCLUSION AND RECOMMENDATIONS

Conclusion :

According to my findings we can conclude that this survey is really helpful to know about the
people perception on effectiveness of digital marketing on food delivery services. According
to my survey people believe that digital marketing is very important for any business so that
it helps to get their digital presence and compete with their competitors through online and
also the food delivery service brands has gone through massive changes in technological
advances and using various digital marketing strategies like Google ads, Facebook ads and
Youtube ads in order to draw the attention from the customers. Therefore shifting their sole
attention froonm marketing to digital ads with increased use of smartphones. People tends to
order the food in online on regular basis because they are switching to solutions that simplify
their lives with increase in smartphone usage and online food delivery services. For
companies it is important to understand the tastes and preferences of the customers and meet
them with your marketing strategies.

Recommendations :

Online ordering popularity is on a rapid rise, as millions of consumers have shown

themselves more than happy to have food delivered at the click of a button, so understanding
the trends and tastes of customers is very important for a food delivery services.

In digtal marketing there is lot of tools to understand the interests and behaviours of
consumers on online, companies have to use it properly and design the campaign according
to their analytical research.

For any marketing targeting is very important, we have to know our audience so that we can
give relevant information to them so while targeting make sure to study the analytical reports
and also to follow the trends and hot topics and be up to date.

During this pandemic, food delivery brands have seen their demand so accelerate and
therefore need to expand on popularity with more digital advertising.
Bibliography :

Websites Referred :

https://www.bizadmark.com/digital-advertising-food-delivery/

https://www.udemy.com/course/learn-digital-marketing-course/

https://www.zomato.com/

https://www.swiggy.com/

Books Referred :

Marketing Management by “Philip Kotler”

ANNEXURE :

Question : 1

What is your age group ?

A) 18-30

B) 30-40

C) 40+

Question : 2

What is your current occupation ?

A) Student

B) Employed

C) Businessman

D) Retired

Question : 3

Which social media platform do you use the most ?

A) Instagram
B) Facebook

C) Twitter

D) Youtube

Question : 4

What type of content do you like to see on social media ?

A) Fitness

B) Nutrition

C) Health and Lifestyle

Question : 5

How do you prefer to see it ?

A) Videos

B) Posts

C) Blogs

Question : 6

How many hours do you spend on social media ?

A) 2 hours

B) 4 hours

C) 6 hours

D) More than 6 hours

Question : 7

Do you believe in online advertisement ?

A) Yes

B) No
Question : 8

Do you think online advertisment is important ?

A) Yes

B) No

Question : 9

Does online advertisement influence your shopping trends ?

A) Yes

B) No

Question : 10

How do you feel about advertisement on social media ?

A) very annoying

B) annoying

C) very useful

D) useful

Question : 11

How often do you make your purchase decisions after seeing ads on social media ?

A) Always

B) Often

C) Sometimes

D) Rarely

E) Never

Question : 12

Which of these factors influence your purchasing decision at the first look ?
A) the advertisment was interesting

B) good offers

C) familiar brand

Question : 13

Do you read the comments after you are impressed by the advertisement ?

A) Yes

B) No

Question : 14

How likely would you purchase after reading the comments if many are positive ?

A) Always

B) Sometimes

C) Never

Question : 15

Do you order delivery on a frequent basis ?

A) Yes

B) No

Question : 16

How many times do you order delivery each week on average ?

A) less than 3 times per week

B) 3-5 times per week

C) more than 5 times

Question : 17

What is your preferred method of ordering ?

A) Through phone

B) Through website

C) Through apps

Question : 18

How much do you spend on per week on delivery ?

A) 250

B) 300

C) 500

D) more than 500

Question : 19

Where you can find more food delivery ads ?

A) Youtube

B) Instagram

C) Facebook

Question : 20

Which online ordering provider did you use ?

A) Zomoto

B) Swiggy

C) Uber Eats

Question : 21

How easy was your online ordering experience ?

A) very easy

B) easy
C) difficult

D) very difficult

Question : 22

Is digital marketing is helpful to business ?

A) Yes

B) No