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Research
Customer Behavior Towards Online Food Delivery

Submitted by:
Abhishek Khurana

ABSTRACT
The main purposes of this study are to provide understanding on Customer
Behavior Towards Online Food Delivery This study adopted research with primary
data collected through circulating questionnaire with customer and collected
response based on their knowledge, attitudes, perspectives, and needs of online
food delivery services. In this research paper. This study aims at the behavior of
customers towards online food delivery platforms that are fast changing the food
retailing landscape across India. Hence, the study focuses on exploring the drivers
of consumer behavior towards online food delivery apps. The study identifies a
research model having 3 independent variables and two dependent variables. The
independent variables comprise of, Control, Credibility, Convenience, The
dependent variables comprise of consumer satisfaction and consumer intentions.
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Introduction
Food delivery has become an awfully competitive market in India. The
expansion of the web platform to the buyer segment is 68 you tired of India. The
tremendous growth of the web platform to consumer leads restaurant rushing to the
net food delivery platforms within the food industry, online food delivery
platforms like Swiggy, Zomato and Foodpanda have established themselves they
supply an entire food ordering and delivering solution system. It
provides one window for ordering from a large range of hotels and restaurants, and
that they have their exclusive fleet of delivery personnel to choose up and deliver
food to the purchasers.

Figure 1
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LITERATURE REVIEW
According to Serhat Murat Alagoz & Haluk Hekimoglu (2012), e-commerce is
rapidly growing worldwide, the food industry is also showing a steady growth. In
this research paper they have used the Technology Acceptance Model (TAM) as a
ground to study the acceptance of online food ordering system. Their data analysis
revealed that the attitude towards online food ordering vary according to the ease
and usefulness of online food ordering process and also vary according to their
innovativeness against information technology, their trust in eretailers and various
external influences.
According to H.S. Sethu & Bhavya Saini (2016), their aim was to investigate the
student‟s perception, behavior and satisfaction of online food ordering and
delivery services. Their study reveals that online food purchasing services help the
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students in managing their time better. It is also found that ease of availability of
their desired food at any time and at the same time easy access to internet are the
prime reasons for using the services.
According to Sheryl E. Kimes (2011), his study found that perceived control and
perceived convenience associated with the online food ordering services were
important for both users and non-users. Non-users need more personal interaction
and also had higher technology anxiety to use the services.
According to Leong Wai Hong (2016), the technological advancement in many
industries have changed the business model to grow. Efficient systems can help
improve the productivity and profitability of a restaurant. The use of online food
delivery system is believed that it can lead the restaurant‟s business grow from
time to time and will help the restaurants to facilitate major business online.
According to Varsha Chavan, et al, (2015), the use of smart device based interface
for customers to view, order and navigate has helped the restaurants in managing
orders from customers immediately. The capabilities of wireless communication
and smart phone technology in fulfilling and improving business management and
service delivery. Their analysis states that this system is convenient, effective and
easy to use, which is expected to improve the overall restaurant business in coming
times.

OBJECTIVES OF THE STUDY

Primary Objective
To study what is Customer Behavior towards Online Food Delivery
Secondary Objective
To analyze how discount make customers choose online food delivery services.
To analyze the most preferred online food delivery service portal by consumers.

RESEARCH METHODOLOGY
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The study is predicated on the gathering of primary data. Quantitative research

method was employed in this research so on investigate and observe the collected
data with the assistance of statistical, mathematical and computational techniques.
A structured questionnaire was designed with close-ended and open-ended
questions. Also liker type question were included and it had been designed in
such a fashion in order that it caters all the areas of study. The survey was
conducted in numerous areas of Pune and around 31 responses were collected
Because the population was small & homogeneous, all subsets of the frame are
given an equal probability.
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SURVEY REPORT

Interpretation
From the above analysis, it can be concluded that: Out of total respondents 31,
74% (i.e. 23 respondents) of the total respondents use the online food delivery
services less than 3 times in a week. 16% of the respondents order food 3 to 6
times in a week and rest 9.7% (i.e. 5 respondents) use online food delivery services
almost all days a week.

Interpretation
We can see that the average spend for an online food delivery is 500-1500 rs per
week (48.4% od the respondents). 39.7% respondents spend less than 1500rs and
rest 12.9% respondents spend more than 1500rs on online food delivery.
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Count of Does Discounts/Offer Attracts you

18 17
16
14
12
10 9
8
6
4 3
2
2
0
Definitely Doesn't matter No Yes

Interpretation
We can conclude that offers and discounts offered by the online food delivery
services attracts most of the consumers (26 respondents). Whereas, very few
people are not attracted towards it (5 respondents)

Interpretation
From the above analysis, I can conclude the following:
 71% of the total respondents using the online food delivery services prefer
Zomato over other online portals.
 Swiggy with 25% is the second most preferred online portal by the
consumers.
 Zomggy is preferred by 3.2% of the respondents using the services.
 Whereas, Food Panda is least preferred by the consumers with no preference
of respondents.
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HYPOTHESIS TESTING
H0: Consumers are not attracted towards online food delivery due to ease of
convinience
H1: Consumers are attracted towards online food delivery due to ease of
convinience
From our survey results we can reject the null hypothesis
H0: Consumers are not attracted towards online food delivery due to 24*7
Availability
H1: Consumers are attracted towards online food delivery due to 24*7 availability
On the basis of our survey we reject the null hypotheis

FINDINGS
Findings show that:
 The factors that encourage consumers the most is Doorstep Delivery followed by Ease &
Convenience
 Consumers are mostly influenced when they receive any Rewards & discounts.
 Most preferred online food delivery service provider is Zomato followed by Swiggy

CONCLUSION
According to the research conducted, it can concluded that Zomato has gained positive
opinion of majority of the consumers compared to other service providers. It’s mainly
because of their better on time delivery and better discounts. Zomato has been within the first
position in online food delivery service provider
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REFERENCES
 Sheryl E. Kimes Ph.D. (2011), “Customer Perceptions of Electronic Food Ordering”, Cornell
Hospitality Report, 11(10), pp. 6-15.
 H.S. Sethu & Bhavya Saini (2016), “Customer Perception and Satisfaction on Ordering Food via
Internet, a Case on Foodzoned.Com, in Manipal”, Proceedings of the Seventh Asia-Pacific
Conference on Global Business, Economics, Finance and Social Sciences (AP16Malaysia
Conference) ISBN: 978-1-943579-81-5. Kuala Lumpur, Malaysia. 15-17, July 2016. Paper ID:
KL631
 Leong Wai Hong (2016), “Food Ordering System Using Mobile Phone”, A report submitted to
BIS (Hons) Information Systems Engineering. Faculty of Information and Communication
Technology (Perak Campus), UTAR.
 Serhat Murat Alagoz & Haluk Hekimoglu (2012), “A study on TAM: Analysis of customer
attitudes in online food”, Procedia - Social and Behavioral Sciences 62 ( 2012 ) pp. 1138 – 1143
 Varsha Chavan, Priya Jadhav, Snehal Korade and Priyanka Teli (2015), “Implementing
Customizable Online Food Ordering System Using Web Based Application”, International
Journal of Innovative Science, Engineering & Technology, Vol 2 Issue 4, April 2015.
 Hong Lan, Li Ya‟nan & Wang Shuhua (2016), “Improvement of Online Food Delivery Service
Based on Consumers‟ Negative Comments”, Canadian Social Science, Vol. 12, No. 5, pp. 84-88

LINKS
http://www.jatit.org/volumes/Vol97No16/11Vol97No16.pdf
https://www.researchgate.net/profile/Teck-Chai-Lau-2/publication/
334050513_Online_Food_Delivery_Services_Making_Food_Delivery_the_New_Normal/links/
5d148043458515c11cfb6d5e/Online-Food-Delivery-Services-Making-Food-Delivery-the-New-
Normal.pdf
https://ejournal.unisba.ac.id/index.php/performa/article/view/7233
https://www.mdpi.com/2199-8531/7/1/10
https://www.emerald.com/insight/content/doi/10.1108/BFJ-05-2020-0449/full/html
https://www.mdpi.com/2304-8158/11/1/64
https://5y1.org/download/3a0882d005f3184157c3fe6d19f8b170.pdf