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An Analysis of Consumer Satisfaction with Zomato in Ahmedabad

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 A Summer Internship Project Report

On

An Analysis of Consumer Satisfaction with Zomato in Ahmedabad

Submitted to Institute Code: 807

SAL Institute of Management

Under the Guidance of

Dr. Binita Shah

Assistant Professor, SAL Institute of Management

In partial Fulfilment of the Requirement of the award of the degree of Master of Business
Administration (MBA)

Offered By

Gujarat Technological University

Ahmedabad

Prepared by:

Parmar Jalpa Pravinkumar

Enrolment No.:208070592125

MBA (semester-3)

29 October, 2021
 Student’s Declaration
I hereby declare that the Summer Internship Project Report titled “An Analysis of Consumer
Satisfaction with Zomato in Ahmedabad” is a result of my own work and my indebtedness to other work
publications, references, if any, have been duly acknowledged. If I am found guilty of copying from any
other report or published information and showing as my original work, or extending plagiarism limit, I
understand that I shall be liable and punishable by the university, which may include ‘Fail’ in the
examination or any other punishment that university may decide.

Enrollment no. Name Signature

208070592125 Parmar Jalpa

Place: Sal Institute of Management Date: 29/10/2021

 Certificate of Examiner
This is to certify that the project work embodied in this report entitled “An Analysis of
Consumer Satisfaction with Zomato in Ahmedabad” was carried out By Parmar Jalpa, Enrollment
no:208070592125 of Sal Institute of Management (807).

The report is approved/ not approved.

Comments of External Examiner.

This report is for the partial fulfilment of the requirement of the award of the degree of
Master of Business Administration offered by Gujarat Technological University.

…………………………

(Examiner’s Sign)

Name of Examiner:

Institute Name:

Institute Code:
 Date: __/__/___

Plagiarism Report
 Institute Certificate
Date: 29/10/2021

“This is to Certify that this Summer Internship Project Report Titled “An analysis of consumer
satisfaction with Zomato in Ahmedabad” is the bonafide work of Parmar Jalpa Pravinkumar (Enrolment
No. 208070592125), who has carried out his / her project under my supervision. I also certify further, that
to the best of my knowledge the work reported herein does not form part of any other project report or
dissertation based on which a degree or award was conferred on an earlier occasion on this or any other
candidate. I have also checked the plagiarism extent of this report which is ……… % and it is below
the prescribed limit of 30%. The separate plagiarism report in the form of html /pdf file is enclosed
with this.

Rating of Project Report [A/B/C/D/E]: _______________________

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst) (By Faculty Guide)

Signature of the Faculty Guide/s

Signature of Principal/Director with Stamp of Institute

 Preface
MBA is a stepping-stone to the management carrier and to develop good manager it is necessary that the
theoretical must be supplemented with exposure to the real environment. Theoretical knowledge just
provides the base and it’s not sufficient to produce a good manager that’s why practical knowledge is
needed.

I have completed the Research Project on “An Analysis of Consumer Satisfaction with Zomato in
Ahmedabad” I have tried to cover each and every aspect related to the topic with best of my capability.

I hope research would help many people in the future.

(Parmar Jalpa Pravinkumar)

 Acknowledgement
Regarding my project with online food ordering app Zomato, I would like to thank each and every one who
offered help, guideline and support whenever required.

I am extremely grateful to my guide, Dr. BINITA SHAH for their valuable guidance and timely
suggestions. I would like to thank all faculty members of the SAL INSTITUE OF MANAGEMENT for
the valuable guidance and support.

I would also like to extend my thanks to my members and friends for their support.

Parmar Jalpa Pravinkumar

 CONTENTS

Sr. no. Chapter Page No.

1. 1.1 Introduction of food delivery industry: 10

• Overview 11
• Current scenario 13
• PESTAL analysis 16
• Porter`s five forces analysis 19
21
1.2 Introduction to Zomato:
21
• Overview
21
• Mission/vision
22
• Organizational structure
25
• Product profile
26
• Competitive analysis
31
• Relevance of product in context of Covid-19
• SWOT analysis 32

2. Relevance of study: 34

• Importance of study 35

• Challenge and advantage of product 35

• Identification of problem 37

• Research question 37

3. Literature review 38

4. Research methodology: 43

• Objectives of Research 45
• Research Design 45
• Objectives of the study 46
• Data analysis tools 46
• Limitations of the study 46
5. Data analysis and interpretation 47

6. Findings 68

7. Suggestion/Recommendations 70

• Learning from SIP 71

• Conclusion 72

8. Bibliography 73
 CHAPTER 1

INTRODUCTION
 1.1 Introduction to food delivery industry
With the introduction of the internet and effortless digital platforms, there was a need for in the segment
that really wanted to order food online without any hassle or interruption. Inside this article, I will discuss
some facts about the food delivery industry, its enhancement, market share, and growth. The Indian Online
Food Delivery Market is expected to grow US$ 21.41 billion in 2026, up from US$ 4.66 billion in 2020,
implying that the Indian Online Food Delivery Industry will grow at a staggering CAGR of 28.94 percent
between 2020 and 2026.

In terms of the present and recent years, the Indian online food delivery industry is undergoing a
transformation. In recent years, the food delivery market has attracted significant investment and shown
great promise. Zomato was valued at US$ 5.4 billion after the new investment of US$ 250 million, up from
US$ 3.9 billion in December last year.

In any type of business, there is always some level of competition. Swiggy, Zomato’s main competitor, is
in advanced talks with SoftBank to invest up to US$ 450 million in the food delivery startup, valuing it at
US$ 5 billion. This is one of the few industries with a double-digit compound annual growth rate.

Online food delivery is a service that allows customers to order food through an app and have it delivered
to their door. It entails the use of software that enables restaurants to accept and manage online orders.
While browsing the website, Indian customers have the option of selecting from a wide variety of cuisines
offered by various restaurants.

Market players in India are concentrated primarily in the country's urban areas, such as Mumbai, Delhi,
Bangalore, Delhi, and Mumbai. Smaller cities, on the other hand, are now being targeted by vendors as
they have significant growth potential.

Aggregator and Cloud Kitchen are the two delivery types used by online food delivery apps. Food
Aggregators enable users/consumers to compare and order meals from a variety of restaurants using a single
application. Cloud kitchens are commercial facilities purpose-built to produce food specifically for delivery
in this form there is no requirement to open a physical kitchen or restaurant or any other type of place for
gathering people or dining in here the food is simply prepared on an order basis as and when required,
which is more prevalent in India than cloud kitchens.
(https://www.kenresearch.com/blog/2018/12/growing-demand-for-online-food-in-india-market-outlook-
ken-research/)

Furthermore, COVID-19 lockdowns have benefited India's online food delivery industry by satisfying the
desire to eat outside. Contactless delivery services have been introduced by a number of major players,
including Zomato, McDonald's Corporation and Domino's Pizza Inc.

(www.globenewire.com)
 Online food delivery market size worldwide from 2019 to 2023(in billion U.S. dollars)

(statista.com)
 Current Scenario
According to a report published by Google and Boston Consulting Group, one of the top reasons for reusing
online food ordering apps is the variety of cuisines and food options available.

The most important role is played by advertising, which has emerged as a strong driver in metros and among
higher income groups. Rapid digitalization and growth in both online buyer and spending will help India's
online food industry grow to $8 billion by the end of 2022.

Indians' eating habits have been transformed by food tech start-ups. It has become a habit to order food
online. Food tech apps have a lot of room to grow in terms of reach, engagement, and frequency of use
Boston Consulting Group Senior Partner and Managing Director Abheek Singhi said.

According to the Google-BCG report, consumers face a number of common roadblocks to adoption. The
main barrier to app usage, according to a fifth of the respondents, is a lack of trust in the app. Customers
have not tried online food ordering because of delivery fees (18%), food quality concerns (13%), and a lack
of customization (10%).

Surprisingly, these observations differ depending on the market's maturity. While delivery fees are the most
common reason for not ordering food online in metro areas, lack of trust in apps (29%) is the most common
roadblock in Tier I cities "The results were evident”.

Variety of cuisines (35%) was one of the top reasons for recurrent use of online food ordering apps,
followed by good discounts and convenience, according to a report by Google and Boston Consulting
Group (BCG).

(mint)
(patel)

The food industry appears to be one of the most affected and benefited. With the shift in the market from
dining out to home delivery services, technological advancements have accelerated in the sector. Food
delivery companies and brands have grown to dominate the online marketplace.

The online food ordering marketplace's total revenue reached an incredible $107,438 million in 2019 and
is expected to grow at an annual rate of 8.8% until 2024.

(mindinventory)
 Pestel analysis of online food delivery industry

(blog.v)

Political factors:

The political factors impacting food industry are that many Governments across the globe have expansive
regulatory frameworks for every aspect of food industry. Well, this framework includes following points
to be covered by the restaurant owners.

• Cleanliness in the kitchens

• Requirements of the workers and laborers in the food businesses

• Consumers are not exposed with poor quality nutrition

• Companies needs to ensure that complexities are lesser and feasible margin is maintained
Economic factors:

Growing disposable income Increasing labor cost

Growing disposable income : Talking about the economic factor as growing world’s population money is
circulating very fast which means an individual weather belonging to lower middle or upper class all have
more money to spend on luxuries including the restaurant foods as a result the overall food industry is
growing as individuals cook less and eat more well this is benefitted to all the corner of food industry which
includes the restaurants, food distributors and the individual workers who play several role in business

Increasing labor Cost: As the disposable income are growing at a pace laborers are earning more money
as the cost of hiring workers is increasing across food industries. This is caused by not only a growing
demand for employees, but also higher and higher government expectations for minimum wages. As in
many other industries, the effect of increasing labor costs is simple: less margin for the owner of the
business, and thus less profit.

Sociocultural factors:

Health Consciousness

Dietary Restrictions

Health consciousness: In present times the relationship between food and bodies are very chaos then never
before. There’s a clear relationship between the food we eat and our personal health, and consumers are
conscious of this. As a result, many individuals are looking for healthier ways to fuel their bodies. This
doesn’t necessarily have a positive or negative effect on the food industry, but it means that businesses will
have to adapt to stay relevant. For example, fast food businesses will likely have to move away from
traditional, high-calorie fried foods towards healthier alternatives like salads.
Dietary restrictions: Aside from having a better grasp of what kinds of food are and aren’t healthy,
consumers are also more knowledgeable about their individual dietary restrictions. For example, many
individuals now understand the negative impact of gluten in those with Celiac disease.

Technological factors:

Automation: We’re seeing various types of automation more and more in the food industry. Perhaps the
best example is the use of self-checkout screens at fast food venues such as McDonalds, but it’s not the
only one! Just recently, social media platforms went crazy as viral footage of a hotel’s robot cooking up
omelets began to spread. As we find more ways to use technology — including robots — in the food
industry, there will be less need for laborers.

Legal factors:

Safety Standards: As touched upon in the Political section of this PESTLE analysis, the food industry has
high standards for safety matters. In particular, there are scores of rules in every country on how food should
be transported, stored, and prepared — including directions on what temperatures various food types can
reach, how they should be cleaned, and so on. While this is indeed largely a political issue, it becomes a
Legal matter if any of these regulations are ever breached.

Environmental factors:

Impact of Meat: Not only is there growing awareness for the health repercussions of the food we eat, but
also for the environmental repercussions of the food we eat. One particularly problematic food group from
an environmental point of view is meat. The production of meat especially red meats — uses huge amounts
of water and creates a significant carbon footprint. No less, the meat industry is tearing down large amounts
of forest to create new space for farms.
 Porters five forces model of online food delivery industry

Let us have a view upon the porters five forces of the online food industry

(ukessays)

The five forces framework is a common strategic planning model focusing on the actual level of
competition in a particular industry and the determinants thereof to direct managers on adjusting corporate
tactics (that may as well include the complete withdrawal from a particular sector) to maximise revenue
and to minimise competitive pressures (Porter, 1979).

(ukessays)
Power of suppliers:

Power of supplier is low in online food delivery industry as the restaurant owners do not offer any sort of
offers and discounts to them at the initial level when they get registered to this food delivering applications.
Talking about Zomato or peers were start up at the initial level before being well known to the world.

Power of buyers:

Power of buyer is again varying from medium to high as in this industry there exist a higher competition
than peers the Zomato needed to give more discount and offers to their buyers being a customer want always
discounts and offers

Threat of new entrants:

Threat of new entrants is high in online food delivery industry as the emerging success in this segment
everyone is keen to enter this segment and that to after the grand success of Zomato and swiggy every start
needs to be based on food-based industry

Rivalry among competitors:

That is high in the online food industry as there are very much market players Zomato has swiggy, ubereats
food panda and many more in the row but market leader is Zomato and the market challenger is swiggy
and rest are market nicher and market follower

Threat of substitutes:

Threat of substitute is high as there are already substitutes like dine out and the street lorries like if a
consumer is in a need of food but there is no online food delivering app delivering to the place where he
stays then there would be street or lorry from where he will get his need satisfied

(ukessays)
 1.2 Introduction to Zomato

Deepinder Goyal, Gaurav Gupta, and Pankaj Chaddah started zomato as an idea and it was launched as a
start-up until it became widely accepted.

How did Zomato get its start? History of Zomato

All of it began when the founders, Deepinder Goyal and Pankaj Chaddah, were in their New Delhi office
and noticed a large number of people waiting in line for a flash of the menu card. And it was at that precise
moment that the idea for finding a solution germinated in this duo's heads, leading to the launch of Zomato,
formerly known as 'Foodiebay.'

Zomato turns 13 in July 2021, and the company will celebrate with a party on July 10, 2021.

It wasn't called Zomato when the founders first launched it; it was called Foodiebay at the time. It began in
Delhi, then expanded to cities such as Mumbai and Kolkata.

The founders decided to modify Foodiebay and take it international because of the large user base and rapid
growth rates it had attracted. This is when Zomato, as we know it today, was born. Foodiebay was renamed
Zomato in 2010 after a rebranding process.

Foodiebay was renamed to 'Zomato' by the founders in order to make it more visible, easy to remember,
and, most importantly, to avoid confusion with the website eBay.

Zomato's tagline/MISSION is "Never have a bad meal"

 Zomato - Business model and revenue model
The main source of revenue for Zomato now is the advertisements channel that the portal offers to display.
This accounts for most of its revenue followed by the commissions that it charges to the restaurants. It
works on a commission business model.

Zomato decided to shut down their grocery delivery service as per the reports dated September 13, 2021.
The company has informed its grocery partners via email that the company will put an end to its pilot
service with effect from September 17, 2021. While addressing the same a Zomato spokesperson said, "We
have decided to shut down our grocery pilot and as of now, have no plans to run any other form of grocery
delivery on our platform," a Zomato spokesperson said.

The food aggregating giant had started its grocery delivery business when the Covid-19-induced lockdown
was announced in 2020 and the restaurants and eateries were closed all of a sudden. However, ever since
India started unwinding, Zomato has been back in line with its food delivery service. This is why the
company had earlier stated that it would be scaling down its grocery deliveries in September 2020, within
barely five months of its launch. However, Zomato again resumed delivering groceries online through its
apps post-IPO, but the company has finally decided to shut it down completely, as of September 13, 2021.

The cause of such a decision can be associated with poor customer experience, gaps in order fulfillment,
and the sudden surge in competition from its rival’s post-lockdown. The food delivery giant has invested
around $100 million in the grocery delivery platform, Grofers, and believes that the investment would be
generating better income for the company than its effort to boost in-house grocery delivery.

Zomato reportedly closed its Singapore and United Kingdom (UK)-based subsidiaries in August 2021. The
closure of the businesses of Zomato has also been disclosed in its stock exchange filing on September 1.
Previously the company has also wound up its US subsidiary Nextable Inc.

The company has also announced to pull down the shutters on its nutraceutical business hours after it
declared to exit its grocery delivery business. The nutraceutical line of products consisting of health and
fitness products was started in 2020. In view of tapping this opportunity, Zomato appointed Chief Operating
Officer Gaurav Gupta as the head of this division for five years. Gupta was also quoted as saying, "This
business can potentially be a large value driver for Zomato in the future," as soon as he was suggested the
job role.

However, the company finally decided otherwise and had to take this harsh decision at a time when the
government is looking to become stringent about private label norms for marketplace businesses in the
country
Amongst all of food delivery applications Zomato is one of the best and successful applications which
being the application to provide customer an ease exposure and satisfaction of overall food ordering

There were days when we used to call different restaurants to place orders and again call up for
corrections and directions and reservations. Then came in applications like Zomato who reversed the
whole scenario and made it extremely simple for the consumers. Deepinder Goyal and Pankaj Chaddah
founded Zomato in 2008 that further aided this process of eating out and food delivery.

Zomato hits a valuation of $5.4 Billion on February 22, 2021, after its recent funding round on the same
date led by Kora, Fidelity, Tiger Global Management, and others for $250 Million.

Know more about Zomato Success Story, Founders, History, Tagline, Funding, Acquisitions, Business
Model & Revenue Model, Competitors, Revenue and Growth in the article ahead.

Start-up Name Zomato

Headquarter Gurugram, India

Sector Food Delivery

Founders Deepinder Goyal, Gaurav Gupta, Pankaj Chaddah

Founded 2008

Valuation $8 Billion (July 2021)

Revenue Rs. 2,604.7 Crore (FY20)

Total Funding $2.1 billion

Parent Organization Zomato™ Media Pvt Ltd.

Website zomato.com

(startuotalky)
Picture showing 12 years success journey

(zomato)
 Product profile

APP LAYOUT AND

THE NEW RATING
SYSTEM

CALL/MESSAGES PRODUCT
FOR FEEDBACK/
TIPS FOR
PROFILE ZOMATOS NEW
SUSHI DESIGH
DELIVERY OF SYSTEM
PARTNERS
ZOMATO

NEW BSEARCH
AND DISCOVERY
ON ZOMATO

(medium)
 Competitive analysis

The competitive analysis of Zomato is as following:

Company CEO/Founder Revenue

ZOMATO Depinder goyal $288.7M

Zomato is a fastest growing restaurant discovery Co-Founder and CEO

website, established in 2008 by Deepinder Goyal
and Pankaj Chaddah. Initially, it was named as
Foodiebay but in 2010, it was renamed as Zomato.

SWIGGY Sriharsha Majety $369M

Co-Founder & CEO

Swiggy is India’s largest online food item
ordering & delivery chain, it also tops the chart of
India Unicorn startup lists. It’s a Bangalore based
startup started in 2014, and as of now, it’s
expanded to more than 100 Indian cities.

DUNZO Kabeer Biswas $3.7M

Co-Founder & CEO
Dunzo can change the way you move things, how
you shop and lets you access your city like never
before. We’re an app that connects you to the
nearest delivery partner who can make purchases,
pick up items from any store or restaurant in the
city and bring them to you.

It’s never easy to make purchases or drop off

packages when you get busy with work, get stuck
in traffic, or you might even end up forgetting
about it completely.

FRESHMENU Rashmi Daga $13.9M

FreshMenu offers a food delivery service that Co-Founder & CEO

provides fresh and tasty cuisines of the highest
standard.

INNERCHEF Rajesh Sawhney $2.3M

Co-Founder & CEO
InnerChef was founded in April 2015, by serial
entrepreneurs Rajesh Sawhney, Sanjeev Singhal
and Bal DiGhent. InnerChef is one of the fastest
growing food experience companies in the
country. Not only are we obsessed with our
customers, but we are also passionate about our
food and our technology. InnerChef is bringing
good food to the hands of many and creating
culinary experiences worth remembering.
FOODPANDA Pranay Jivrajka $11.5M
CEO
We are the India's largest online food ordering
app. Feed your hunger pangs by ordering from
either the world popular food chains like
Domino's, Pizza Hut

BOX8 Amit Raj $17.9M

Co-Founder
Developer of an on-demand food delivery
platform intended to serve desi meals in a
convenient and portable box. The company's
platform offers and delivers freshly prepared,
fulfilling new-age Indian meals in an all-in-one
meal box which makes it convenient to eat
anywhere, enabling consumers to enjoy their tasty
meal at affordable prices.
TINMEN Mukesh Manda $6M
Co-Founder
TinMen is a cool dabbawala service that delivers
meals cooked by home cooks. The good folks at
this food delivery startup deliver across Hi-tech
city and techie belt, Jubilee Hills, Banjara Hills,
Punjagutta, Begumpet, and more. Hardworking
techies, we are looking at you because affordable
meals are now just a click away.

FAASOS Jaydeep Barman $46.5M

Co-Founder & CEO
Faasos is an Indian "food on demand

"Service that was incorporated in 2004. It is one

of the brands owned by the online restaurant
company, Rebel Foods
CHEFIE Rakshith Purohith $8M
Founder & CEO
Chefie is a company that serves the Bangalore
market. We offer creative, colorful, and unusual
food options as well as the traditional standbys.
The service offerings are quite a change relative
to the existing market which is quite stagnant.
 Relevance of Product in context of COVID-19
Whole world including India has faced many phases of covid-19 and that too with economic slowdown the
economy as a whole has been affected very badly while talking about the online food ordering industry it
has also gone through many ups and downs Zomato being India`s biggest online food delivery application
was set to lay off more than 500 employees during and post covid -19.

Covid-19-related lockdowns that forced restaurants across the country to temporarily close.

Zomato acquired Uber Eats’ business in India for an all-stock deal earlier this year to boost its footprint in
the food delivery market.

(verdictfoodservice)
 Swot analysis of Zomato

Zomato Strengths

1. Zomato is perceived by users as a "specialty product" (focused solely on foods and restaurants)
2. As a "top of mind" product.
3. Global reach – 25 countries, 1.5 million restaurants listed
4. Cutting-edge technology and a workforce of over 1200 employees
5. Business model with no assets
6. Due to its business model, it has a high level of financial leverage.
7. User-friendly and simple interface
8. A marketing strategy that is both aggressive and innovative.
9. The company has a strong brand recognition and has received numerous accolades and awards.
Zomato Weakness

1. Limited growth due to competition from search engines and other similar apps.

2. Rapid growth makes you more vulnerable to bad content.

Zomato Opportunities

1. Possibility of expanding into new countries

2. The number of smartphone users and internet penetration are both increasing.

3. Rapid technological advancements

Zomato Threats

1. A high level of competition

2. A lack of clear rules and regulations - Government policy changes can have a significant impact on the
business model.

3. Other players can easily copy the business model.

(www.mbaskool.com)
 CHAPTER 2

RELEVANCE OF STUDY
 Importance of study
This study named “An Analysis of Consumer Satisfaction with Zomato In Ahmedabad” is being conducted
to study the satisfaction level of consumer towards online food delivery app Zomato with special reference
to Ahmedabad city.

Challenges and advantages of product

Challenges of product:

While handling the challenges, Zomato need to look after the competitive strategies which its rivalry took
over to compete with it.

the rivals of zomato are:

• Swiggy
• DoorDash
• Food Panda
• Uber Eats

Shifting consumer preferences: The main and ultimate goal of online food delivery app Zomato is to
increase its market share by provide the best value to their consumers at the lowest possible cost. Now a
days, all the online food delivery apps have improved their marketing strategy, so that customers are
confused for choice even as the growing competitive market. This situation makes the consumer base
unstable and this leads to affecting the brand loyalty. To attract consumer, Zomato uses various tactics as
well as marketing strategies.

Unstable market prices: Generally, the food costs are highly fluctuating. Various factors are the reasons
for the prices in online food ordering. Business dealing in online food industry sometimes they cannot
match with the market prices and struggle to get the ideal strategy of pricing.Increasing inflation and the
shortage of revenue of partners, Zomato also have to focus on adopting the offensive or defensive strategies
of pricing models to cope up with its competitors. This will lead to more pressure on margins and gain
profitability.
Adhering to the Food Quality Standards: Because of high demand of online orders and when the
customer`s place is far away from the restaurant, to maintain the sufficient quality of the food has become
highly challenging for Zomato. The difference between food which is served from the restaurant and the
food when it delivers to the consumer shows the nominal loophole that Zomato should try harder to
overcome it.

Managing Customer Expectations: If Zomato will not able to satisfy consumer need than it will
considered as the market failure. In online food delivery, maintain the satisfaction level of consumers is the
responsibility of not only Zomato but also one who is working at the point of origin and the restaurant staff
as well. So that, it is a big challenge to fulfill the gap between the delivery partners and restaurant owners
to coordinate and meet the consumer expectation proactively.

(statista.com)

Advantages of product:

Well, talking about the advantages of online food delivering app Zomato. It has many of advantages with
special reference to Ahmedabad city. Which all are as under;

Ease of access: With the help of online food delivering app Zomato, consumer can easily access to choose
varieties of channels for ordering food. Zomato offers so much varieties in their manus like fast food,
veggies, slushes, delights, and many more. You can order from your mobile screen by just one tap and wait
for your order to arrive at your place.

Exploration of new places: The significant advantage of the online food delivering app Zomato is the
exploration of new places. With the help of this feature, you can choose amongst the various restaurants.
Why this is considered as an important feature because people are unwilling to select amongst various
menus and if they found it very confusing, they will refuse the idea for ordering food online and they will
choose to visit directly to the restaurant. Thus, the exploration of places is considered as very important
feature for Zomato.
Discounted deals: Now a days, it’s a general practice that if you want to grow your business in a
competitive market than you must need to create unique strategy to cope up with them. The best way to
attract prospect is to offer them discounted deals or fully packaged deals. Customer always wants to save
money without any hustle, furthermore they get delicious food. We can say that this has been one of the
most important reason for the success of Zomato that they always provide some discount on most of the
food items which customers love the most.

Cash on delivery: One of the most important advantage of Zomato is that they gives encashment facility
it means you can pay your bill at your doorstep. This is the most convenient method for most of the
consumers. Sometimes, consumer may get discounts as well as delivery from the riding facility. As a
consumer, every person has attracted by the most delicious food with best offers. Zomato also provides
online payment facility for the consumers which is really made everyone`s life easier.

Invalid source specified.

Identification of problem:
Following are the problems identified:

• Customer are unaware about the new schemes launched by the Zomato in retail outlets.
• Customers are of mind that they prefer to order from the well-known restaurants.

Research question:
What are the factors affecting the consumer satisfaction with Zomato in Ahmedabad?
 CHAPTER 3

LITERATURE REVIEW
Lavesh Raj (May 2021) studied that “Discounts offered by Food delivery Apps and Buying pattern of
consumer”. According to him, the digital India initiatives and the changing Indian consumer`s lifestyle
will lead to increase the growth of e-commerce in India for online food order services. The effortlessly
order food from online platform at your doorsteps in few clicks influence Indian consumers to order from
their favourite restaurants. Various companies saw huge potential in online food industry segment so that
they came with the food aggregator apps. Restaurants are aware about the changing culture of “eating in”
so that they transformed their business by tie-up with various food aggregators like swiggy and Zomato.
To increase their market share and to survive in the market for long term, these apps provide huge offers
and discounts to their existing and new consumers. The main aim of their study is to find the effect of
various offers and discounts on life time value and buying behaviour of consumers. This is the primary
objective of the study as well. The secondary objective of the study is to determine the consumer perception
with various online food delivery apps and effect of offers and discounts on purchase decision of consumers.
In this study, they found that cashbacks are the most effective form of offers given to the customers.
Because of doorsteps delivery, most of the consumers prefer ordering food from online mode. It also gives
ease and convenience and 24/7 availability for their consumers. The main factors which lead to consumer
dissatisfaction are late delivery of food, quality of the food and minimum order criteria. Consumer will
delight by those apps which gives maximum discount and this factor will lead to motivate customers to
switch from one app to other.

Dsouza Prima Frederick, Sachin K. Parappagoudar (March 2021) studied that “A descriptive analysis
on sustainable business strategy of online food service industry”. According to them, now a days the
most increasingly growing sector of digital commerce is online food delivery services. The only scope is
the app between the consumer and the distributor which has resulted in the most important difference
between traditional and online food ordering. They used the secondary source of data analysis and they
analyze the external factors for influencing the entire business model of online food delivering industry.
For optimistic managerial implications, they used Porter`s five forces model of entire online food delivering
industry and PESTLE framework of the same. The analysis shows that the entire online food industry has
so many opportunities for their growth but to keep themselves in market, they need to apply more
competitive strategies to expand their business and increase their operational capabilities for growing their
consumer base. They also discussed the implications of online food ordering service industry in this study.
Jyotishman Das (2018) studied “The perception of consumer towards online food ordering and
delivery services.” According to him, today is the era of mobile application and it is the pathway of new
marketing strategies. The mobile application has converted consumer preferences into in digital way. It also
made all the traditional ways of business very outdated. All the mobile applications are the combination of
marketing expertise and technology. They increase their sales by using the internet as the medium of selling
their goods and services by advertisement. Now a days, people are getting more connected through various
mobile applications and most of them are ready to pay through it. That is also affectable part on the daily
operational activities of companies and organizations. To fulfil consumer preferences and needs, companies
have changed their old business strategies into online marketing. The particular research is all about to
discuss the consumer`s perception towards online food ordering and delivery services in Pune city. They
have taken 153 respondents across the city and survey was conducted for a meaningful analysis of their
study. People who are already using online food delivery services, this research is to study and analyze the
data. The research focuses on the analysis and study the influencing factors, their perception, needs,
positioning of various characteristics of various online portals in their mind and overall satisfaction of entire
online food industry. To achieve the goal, data has taken from different areas of Pune city have been
collected and also visited various restaurants to know their preferences.

Ayush Beliya, Rubi Kujur, Manisha Verma, Kumari Vishaka Nagwanshi, Sonam Sahu, Nitesh Uikey
and Ahmad Bhat (2019) studied “Satisfaction of consumers by using online food services”. According
to them, it is very important to analyze consumer`s perception and that will also help us to know consumer`s
equilibrium. In this study, they have prepared questionnaire for survey and distributed it amongst 60
respondents to analyze the satisfaction level and to know the behaviour of their consumers which they get
by using various online full services applications.

Arji Mariam Jacob, N.V.Sreedhran, Sreena.K (2019) studied “Consumer perception of online food
delivery apps in Kochi”. According to them, over these years online food delivery`s mobile application
has become popular as the only way for ordering from various types of restaurants. At reasonable price,
online food delivery aggregators give wide range of varieties of restaurants which all are giving services at
doorstep. This feature has expanded their daily business and it creates boom in online food delivering
system and it also popularizing it all around the country. Online food industry like Zomato, Swiggy and
Uber Eats provides online food menu. Science and technology is rapidly growing day by day and it can be
said that the invention of internet is expanding the country`s online business enterprises. Paying bills,
booking tickets, buying utensils and so on. Internet has endorsed so many people in various and in today`s
scenario development of online food industry gives desired food items and delivers at consumer`s
doorsteps. It frees consumers from directly going to restaurants and also wait for a long at restaurants. In
this study, researcher`s main focus is to analyze the perception of consumers towards online food ordering
services. In this study researchers takes both qualitative and quantitative approach to the study.

Devarshi Upadhayay, Hitanshi Thakkar, Naitik Ghiya (July,2020) studied “An impact of promotion
and marketing campaigns by online food delivery service on buying behaviour of customers of
Ahmedabad.” According to them, most of the traditional online media which includes food delivery app
at their doorstep purchase. In business, all online food aggregators using the tool of marketing
communication which is used for marketing campaign and connects to existing customers and expand their
business. To enlarge customer reach and to increase brand exposure online food delivery marketing takes
advantages of various social media platforms. The ultimate goal of this study is to find out the impact of
promotion on behaviour in Ahmedabad city. The biggest challenge is to understand the behaviour of
consumer. That is a psychological process that consumer goes through in recognizing needs, finding various
ways to fulfil these needs, making purchase decisions, interpret information, make plans and its
implementation of those plans by engaging in comparison of food and purchasing services. The research
has been conducted to study about the promotion and marketing as well as to know the marketing campaign
of food delivery and buying behaviour of their consumer that they are satisfied with food delivery
application and they are also satisfied and which type of food they prefer and which online food delivery
food application is they are facing any problem with it.

Dr. Chetan Panse, Dr. Sahilesh Rastogi, Ms. Arpita Sharma, Namgay Dorji (2019) studied
“Understanding consumer behaviour towards utilization of online food delivery platforms.”
According to them, the ultimate goal for doing the research is to provide good relationship between attitude
of consumer towards online food ordering applications. The research has been conducted as per quantitative
method with primary data collection method through a questionnaire method with online food delivery
platforms and customer based on their knowledge, need, attitudes and perspectives of online food delivering
services. In this particular research, researchers examined the growth of online food industry. They also
examined the business model of all online food ordering applications which they follow and its conventional
restaurant business in all over India. Mainly, this research is focusing on exploring the drivers of consumers
behaviour towards online food delivery applications. Researchers identified seven independent and two
dependent variables in their research. Seven independent variables are credibility, control, ease of
informativeness, convenience, convenience, need of interaction and pleasure and technology anxiety. Two
dependent variables are Consumer intentions and consumer satisfaction. In this research, they used Partial
Least Square (PLS) software for analysis and to test the significance of the model. The outcome which they
analysed shows that factors like control, technology anxiety, convenience and ease of information
significantly affect consumer satisfaction, which in terms which significantly affect the intentions if
consumer, while convenience is also significantly affect the intentions of consumers.

Dr.R.Maheswari, G.Swarnalatha, Ms.T.Gayathri (2019) studied “The customer satisfaction towards

Zomato online food ordering with special reference to Coimbatore city.” According to them, in
marketing the term customer satisfaction is frequently using. Researchers examining satisfaction level of
consumers in this research and they found that firms majorly ask consumers about their products and
services has met consumers satisfaction or not. The sample size of this survey is 150. They used tools for
statistical analysis to analyze the data and interpretation of results by using percentage analysis and ranking,
weighted average ranking method, simple percentage method and chi-square test they used to find out and
analyze the socioeconomic status for the respondents. They used this for also determining the various
motivating factors for purchasing their product through Zomato. They interpret that the management can
also maintain positive attitude of consumers to improve their sales which helps the company to move
towards better prospects.

S.Gnana Sugirtham, V.Sindhu (2021) studied that “An analysis of customer satisfaction towards
online food ordering apps.” According to them, the online food ordering services is rapidly growing with
compared to offline restaurants. This research study says that youngsters are always comes with innovative
ideas and concepts to counterpart the untouched concerned areas of customers, which is the impactful
reason for a success of any business now a days. The main objective of this study is to show the consumer
satisfaction and growing an awareness about ordering food online from various applications. The research
has so many aspects of various online food sites. Various types of services given by online food applications
which makes most of the consumers happy and satisfied. In this research, researchers concluded that
consumers who are living in rural areas are also satisfied by using online food ordering websites is giving
comfort, various facilities, user-friendliness and brightness are the key features of any online website`s
success.
 CHAPTER 4

RESEARCH METHODOLOGY
 Conceptual framework:

Here under this study the Conceptual framework portrays the variables like “An analysis of consumer
satisfaction with Zomato in Ahmedabad” through descriptive research design by applying the variables of
consumer satisfaction like Time and delivery, Convenience, Easy accessibility, Flexibility, Ease of payment
and Discount. Through all these variables the consumer satisfaction toward services of Zomato is measured.

Time and delivery

Convenience

Easy Accessibility
Consumer
satisfaction
Flexibility

Ease of Payment

Discounts
Objectives of study:

• To understand the factors affecting the satisfaction of consumers with Zomato.

• To understand the differences between consumers based on various factors like time and delivery,
easy accessibility, convenience, flexibility, ease of payment and promotional offer with Zomato.

Research design:

To measure the satisfaction of consumer while ordering food online from Zomato. Data was collected
through different geographical regions and data`s demographic profiles were also collected and was
analyzed through different tools and techniques. Therefore, descriptive cross-sectional research design was
opted to perform this study.

Six W`s:

Why?

The study determines the satisfaction level of consumers with online food ordering app Zomato.

Who?

The study has been conducted to measure the satisfaction level of consumers towards online food ordering
app Zomato.

Where?

The study has been conducted in Ahmedabad city only.

What?

This study covers the information about consumer satisfaction towards online food industry with special
reference to Zomato app.

When:

This study has been conducted in the month of September and October

How?

The study is conducted through structured questionnaire.

Data collection:

While undergoing this study, the data collection was done through primary source of the same was collected
with structured questionnaire.

Total 224 sample were collected using questionnaire.

Questionnaire design:

The questionnaire under this study consisted 30 questions in which initial questions were related with
demographic information and later on the questions were related to consumption of food by online food
ordering application Zomato. Six variables included in this study and they are Time and delivery,
convenience, easy accessibility, flexibility, ease of payment and promotional offer. Under all the variables
included statements with five-point Likert scale, among all six variables Time and delivery, convenience,
easy accessibility, flexibility, ease of payment and promotional offer were independent variables which
influence consumer satisfaction towards online food ordering app Zomato.

Data analysis tools:

Researcher while conducting this study applied tools like descriptive, reliability, crosstabs, mean plot,
anova and pie chart to understand most influential factors among all independent variables. SPSS-26
software was used to perform this study. Assumptions of all parameters like multi collinearity, normality,
and homoscedasticity were not violated.

Limitations of study:

Well, talking about limitations every study whenever conducted have some and other limitations talking
about this study there are several limitations stated below:

• Time constraints is the major limitation faced while conducting research

• Limited data access
• Scope of discussions
 CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

 Gender
Frequency Percent

MALE 98 44.5

Valid FEMALE 122 55.5

Total 220 100.0

Interpretation:

From above data, 122 female (55.5%) and 98 male (44.5%) are participated.
 Income
Frequency Percent

10,000-25,000 93 42.3

26,000-50,000 69 31.4

Valid 51,000-1,00,000 48 21.8

ABOVE 1,00,000 10 4.5

Total 220 100.0

Interpretation:

Here, the data collected helped the researcher to understand that people order online food having various
monthly incomes. It reveals that 93 people (42.3% of overall respondents) are comes from the income group
10,000-25,000. Secondly, 69 people (31.4%) are comes from the age group 26,000-50,000.
 Frequency
Frequency Percent

DAILY 9 4.1

WEEKLY 51 23.2

Valid FORTNIGHTLY 31 14.1

MONTHLY 129 58.6

Total 220 100.0

Interpretation:

Here, we can see the frequency of consumers that in which way they want to have food. From the above
given information, we can see that there are 129 (58.6%) people who orders food online from Zomato on
monthly basis. There are 51 people (23.2%) who uses Zomato on weekly basis.
 Spend limit
Frequency Percent

100-200 36 16.4

200-500 112 50.9

Valid 500-1500 61 27.7

1500-3000 11 5.0

Total 220 100.0

Interpretation:

Here, we can see the average spend limit of the consumers. Highest consumers 112 spend average 200-500
rupees by ordering online from Zomato, which is 50.9% of all over. Secondly, 61 people spend 500-1500
rupees by ordering online, which is 27.7% of all over spend limits. So that we can say that generally, most
of the people spend 200-500 average by ordering online from Zomato.
 Why prefer online
Frequency Percent

FASTER DELIVERY 53 24.1

CONVENIENT 40 18.2

Valid TIME SAVING 90 40.9

MONEY SAVING 37 16.8

Total 220 100.0

Interpretation:

From the above information we can see the information about why people prefer online food ordering
services. 90 people prefer online because of time saving. The people who are prefer time saving for online
food delivery is 40.90% of all over. Secondly, 53 people prefer online because of time saving. Which is
24.1% of all over. So, from above given information we can say that most of the people prefer online food
app for time saving purpose.
 SPENDLIMIT * INCOME Crosstabulation

Count

INCOME

10,000-25,000 26,000-50,000 51,000-1,00,000 ABOVE 1,00,000

100-200 22 6 7 1

200-500 52 39 16 5
SPENDLIMIT
500-1500 19 20 19 3

1500-3000 0 4 6 1

Total 93 69 48 10
 Chi-Square Tests
Value df Asymptotic Significance (2-
sided)

Pearson Chi-Square 24.556a 9 .004

Likelihood Ratio 27.945 9 .001

Linear-by-Linear Association 15.275 1 .000

N of Valid Cases 220

a. 6 cells (37.5%) have expected count less than 5. The minimum expected count is .50.

Interpretation:
The above information clearly defines that people from the average income group 10,000-25,000 are mostly
prefer 200-500, which uses most of the people of Ahmedabad. Secondly, from the average group 26,000-
50,000 are highly prefer to spend 200-500 at per order. From the above chi-square value is 0.004 which is
less than p value 0.05 at 9 degrees of freedom, I accept alternate hypothesis. I infer that there is a significant
association between average spend limit and income of the respondents.

H0: There is no significant difference between average spend limit and income of respondent.
H1: There is significant difference between average spend limit and income of respondent.
 FREQUENCY * WHYPREFERONLINE Crosstabulation

Count

WHYPREFERONLINE

FASTER CONVENIENT TIME SAVING MONEY SAVING

DELIVERY

DAILY 6 2 1 0

WEEKLY 18 7 19 7
FREQUENCY
FORTNIGHTLY 8 3 12 8

MONTHLY 21 28 58 22

Total 53 40 90 37
 Chi-Square Tests

Value df Asymptotic Significance (2-

sided)

Pearson Chi-Square 21.458a 9 .011

Likelihood Ratio 21.690 9 .010

Linear-by-Linear Association 9.761 1 .002

N of Valid Cases 220

a. 4 cells (25.0%) have expected count less than 5. The minimum expected count
is 1.51.

Interpretation:

Above information shows that people frequently order online for time saving, which is the highest
preference of people. Secondly, people prefer online for convenience at monthly basis. From above graph,
researcher can define that most of the people prefer online food from Zomato on monthly basis.

Above chi-square table, value is 0.011 which is less than p value 0.05 at 9 degrees of freedom, I accept
alternate hypothesis so there is a significant association between frequency and why people prefer online.

H0: There is no significant difference between frequency and why people prefer online

H1: There is significant difference between frequency and why people prefer online
 Descriptives

OTANDD
N Mean Std. Deviation Std. Error 95% Confidence Interval for Minimum Maximum
Mean

Lower Bound Upper Bound

10,000-25,000 93 3.5833 .91807 .09520 3.3943 3.7724 1.00 5.00

26,000-50,000 69 3.7210 .80501 .09691 3.5276 3.9144 1.50 5.00

51,000-1,00,000 48 3.3750 .98796 .14260 3.0881 3.6619 1.25 5.00

ABOVE 1,00,000 10 4.4500 .57494 .18181 4.0387 4.8613 3.25 5.00

Total 220 3.6205 .90926 .06130 3.4996 3.7413 1.00 5.00

ANOVA

TANDD
Sum of Squares df Mean Square F Sig.

Between Groups 10.599 3 3.533 4.477 .005

Within Groups 170.459 216 .789

Total 181.058 219

Interpretation:

The overall payment policies and facilities between the groups is 4.477

F (3,216) =4.77 Which refers to 47% people are satisfied regarding payment policies of Zomato.

H0: There is no significant association between time and delivery and overall satisfaction

H1: There is significant association between time and delivery and overall satisfaction
Interpretation:

Here by from above figure it can be easily interpreted that there is a vast variation in income segments of
51000-1000 and above 100000 but with it there is a minor variation seen in income segments of 10000-
25000 and 26000-50000 moderate variation is seen between 26000-50000 and 51000-100000.
 N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum
Lower Bound Upper Bound
DAILY 9 2.6389 1.49013 .49671 1.4935 3.7843 1.00 4.75
WEEKLY 51 3.6520 .84864 .11883 3.4133 3.8906 1.50 5.00
OTANDD FORTNIGHTLY 31 3.7339 .95511 .17154 3.3835 4.0842 1.50 5.00
MONTHLY 129 3.6492 .84173 .07411 3.5026 3.7959 1.25 5.00
Total 220 3.6205 .90926 .06130 3.4996 3.7413 1.00 5.00
DAILY 9 2.6667 .92796 .30932 1.9534 3.3800 1.33 4.33
WEEKLY 51 3.5948 .70652 .09893 3.3961 3.7935 2.00 5.00
OTAN FORTNIGHTLY 31 3.3871 .86537 .15543 3.0697 3.7045 1.67 5.00
MONTHLY 129 3.5685 .71492 .06295 3.4439 3.6930 1.00 5.00
Total 220 3.5121 .76275 .05142 3.4108 3.6135 1.00 5.00
DAILY 9 2.5556 1.02740 .34247 1.7658 3.3453 2.00 4.67
WEEKLY 51 3.8105 .59350 .08311 3.6435 3.9774 2.00 5.00
OCON FORTNIGHTLY 31 3.6774 .87553 .15725 3.3563 3.9986 1.33 5.00
MONTHLY 129 3.7209 .91742 .08077 3.5611 3.8808 1.00 5.00
Total 220 3.6879 .87907 .05927 3.5711 3.8047 1.00 5.00
DAILY 9 3.0000 .97628 .32543 2.2496 3.7504 2.25 4.50
WEEKLY 51 3.8284 .52079 .07293 3.6820 3.9749 2.50 5.00
OACC FORTNIGHTLY 31 3.7016 .98196 .17637 3.3414 4.0618 1.75 5.00
MONTHLY 129 3.7209 .68296 .06013 3.6020 3.8399 1.00 5.00
Total 220 3.7136 .72491 .04887 3.6173 3.8100 1.00 5.00
DAILY 9 3.1481 .88367 .29456 2.4689 3.8274 2.33 5.00
WEEKLY 51 3.7778 .61343 .08590 3.6052 3.9503 2.33 4.67
OFLEXI FORTNIGHTLY 31 3.4839 .91424 .16420 3.1485 3.8192 1.67 5.00
MONTHLY 129 3.7158 .84789 .07465 3.5680 3.8635 1.00 5.00
Total 220 3.6742 .81801 .05515 3.5655 3.7829 1.00 5.00
DAILY 9 3.0370 .71578 .23859 2.4868 3.5872 2.00 4.33
WEEKLY 51 3.8039 .76063 .10651 3.5900 4.0179 1.67 5.00
OOF FORTNIGHTLY 31 3.6129 .77982 .14006 3.3269 3.8989 1.67 5.00
MONTHLY 129 3.4832 .70829 .06236 3.3598 3.6066 1.33 5.00
Total 220 3.5576 .74584 .05028 3.4585 3.6567 1.33 5.00

Interpretation:
The descriptive statistics of the study including mean (M) of OVER ALL PAYMENT with ordering
frequency is 3.6492 monthly for 129 people from 220 total sample selected.
People ordering monthly are 129 people for Over all time and delivery mean(M) are satisfied using Zomato
services. Moreover, the data also showed that people ordering on monthly frequency are usually over all
satisfied in components of overall flexibility, overall ease of payment, ease of accessibility.
ANOVA Sum of Squares df Mean Square F Sig.

Between Groups 9.227 3 3.076 3.866 .010

OTANDD Within Groups 171.831 216 .796

Total 181.058 219

Between Groups 7.676 3 2.559 4.616 .004

OTAN Within Groups 119.736 216 .554

Total 127.412 219

Between Groups 12.450 3 4.150 5.717 .001

OCON Within Groups 156.784 216 .726

Total 169.234 219

Between Groups 5.267 3 1.756 3.453 .017

OACC Within Groups 109.817 216 .508

Total 115.084 219

Between Groups 4.384 3 1.461 2.220 .087

OFLEXI Within Groups 142.159 216 .658

Total 146.543 219

Between Groups 6.342 3 2.114 3.954 .009

OOF Within Groups 115.484 216 .535

Total 121.826 219

Interpretation:
Opat between groups is 9.227 and within groups is 171.831
Otan between groups is 7.676 and within groups is 119.736
Ocon between groups is 12.450 and within groups is 156.784
Oacc between groups is 5.267 and within groups is 109.817
Oflexi between groups is 4.384 and within groups is 142.159
Oof between groups is 6.342 and within groups is 115.484

H0: There is no significant difference amongst the frequency of order with respect to overall satisfaction

H1: There is significant difference amongst the frequency of order with respect to overall satisfaction
Interpretation:
Here there is seen a vast variation in satisfaction level of overall payment of people ordering daily and
weekly it seems minor variation in weekly fortnightly and monthly.
Interpretation:
Here from the above figure the people are over all satisfied through time and delivery of Zomato and there
seems the vast variation in daily and weekly ordering people while there is a moderate variation in weekly
and fortnightly and minor variation in fortnightly and monthly.
Interpretation:
Here from the above figure the people are over all satisfied through overall accessibility of Zomato and
there seems the vast variation in daily and weekly ordering people while there is a moderate variation in
weekly and fortnightly and minor variation in fortnightly and monthly.
Interpretation:
Here from the above figure the people are over all satisfied through flexibility among their application of
Zomato and there seems the vast variation in daily and weekly ordering people while there is a moderate
variation in weekly and fortnightly and vast to moderate variation in fortnightly and monthly.

Descriptives
N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum
Lower Bound Upper Bound
100-200 36 3.8819 .85667 .14278 3.5921 4.1718 2.25 5.00
200-500 112 3.7835 .73636 .06958 3.6456 3.9214 1.00 5.00
OACC 500-1500 61 3.5369 .59483 .07616 3.3845 3.6892 2.00 4.25
1500-3000 11 3.4318 .60302 .18182 3.0267 3.8369 2.75 4.75
Total 220 3.7136 .72491 .04887 3.6173 3.8100 1.00 5.00
100-200 36 3.8981 .69383 .11564 3.6634 4.1329 2.33 5.00
200-500 112 3.7440 .74197 .07011 3.6051 3.8830 1.00 5.00
OFLEXI 500-1500 61 3.4973 .98624 .12628 3.2447 3.7499 1.00 5.00
1500-3000 11 3.2121 .60135 .18131 2.8081 3.6161 2.33 4.00
Total 220 3.6742 .81801 .05515 3.5655 3.7829 1.00 5.00

Interpretation:
The mean of 220 sample collected in this descriptive study for overall accessibility is 3.7136 and over all
flexibility is 3.6742 people who are seeking flexibility are also seeking for easy accessibility
 ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups 4.346 3 1.449 2.825 .040

OACC Within Groups 110.739 216 .513

Total 115.084 219

Between Groups 6.610 3 2.203 3.401 .019

OFLEXI Within Groups 139.933 216 .648

Total 146.543 219

Interpretation:

Overall accessibility between groups is 1.449 and within groups is 3.401which can be interpreted that
majority of people are satisfied over all accessibility and over all flexibility.

H0: There is no significant difference amongst the frequency overall accessibility and overall flexibility
with respect to allover satisfaction

H1: There is significant difference amongst the frequency overall accessibility and overall flexibility with
respect to allover satisfaction
Interpretation:
People who are fond of overall accessibility spend 100-200, and there is variation of moderate to high
among the average spending of 200-500 till 1500-3000
Interpretation:
Those who want highest flexibility while using the Zomato app spend 100-200, who want moderate to
low flexibility or does not bother about it spent 200-500 to 500-1500 and people who are not fond of
flexibility are spending 1500-3000
CHAPTER 6

FINDINGS
• According to survey, maximum number of people who uses online food ordering app Zomato are
falling under 10,000-25,000 monthly family income group. The second most income group are
falling under 26,000-50,000 and the least affected age group with Zomato is above 1,00,000.
• According to research, females are more prefer online food ordering from Zomato than male.
• Among 220 respondents, 129 (58.6%) respondents order food online from Zomato on monthly basis
and 51 (23.2%) respondents orders every week online from Zomato.
• Generally, people spend average 200-500 rupees while they are ordering online from Zomato app
and least prefer to spend 1500-3000 rupees.
• According to survey, people prefer Zomato because of time saving. 40.9% respondents prefer online
for time saving. 24.1% respondents prefer Zomato because of fast delivery.
• In this research, researcher found that people from the average income group 10,000-25,000 are
mostly prefer 200-500, which uses most of the people of Ahmedabad.
 CHAPTER 7

SUGGESTION AND RECOMMENDATIONS

 Learning from SIP

• Through my Summer Internship Project, I thoroughly conducted the research of my topic and found
that customer`s satisfaction especially to Ahmedabad city regarding online food ordering app
Zomato.
• During my research, I collected the data being primary data from multiple sources through physical
questionnaire and from google form.
• I learned and studied that how to analyze the data by using various stastical tools and addition to
that I also got knowledge of working on SPSS software which substantially added me in analyzing
and interpreting the data for my project report.
 Conclusion
This research was carried out with an objective to measure the customer satisfaction toward online food
ordering app Zomato with special reference to Ahmedabad city. The study revealed many interesting facts
which leads to satisfy customers through services offered by Zomato.

Overall, it was a great experience throughout the study. It helps me to enhance the level of understanding,
interpreting and analyzing the facts and figures which directly or indirectly gives the exposure of market
and market scenario.
 CHAPTER 8

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https://medium.com/zomato-technology/tagged/product

https://www.mbaskool.com/brandguide/it-technology/13626-zomato.html

https://www.statista.com/statistics/1170631/online-food-delivery-market-size-worldwide/

http://dspace.dtu.ac.in:8080/jspui/bitstream/repository/18338/1/2K19%20DMBA%2046_research.pdf

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3805570

https://scholar.google.co.in/scholar?q=CONSUMER+PERCEPTION+TOWARDS+%E2%80%98ONLIN
E+FOOD+ORDERING+AND+DELIVERY+SERVICES%E2%80%99:+AN+EMPIRICAL+STUDY&hl
=en&as_sdt=0&as_vis=1&oi=scholart

https://www.researchgate.net/publication/333642857_SATISFACTION_OF_CONSUMERS_BY_USIN
G_ONLINE_FOOD_SERVICES

https://www.ijitee.org/wp-content/uploads/papers/v8i7s2/G10520587S219.pdf

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3637941

http://www.jatit.org/volumes/Vol97No16/11Vol97No16.pdf

https://www.slideshare.net/ijtsrd/a-study-on-customer-satisfaction-towards-zomato-online-food-ordering-
with-special-reference-to-coimbatore-city
http://ijeponline.org/index.php/journal/article/view/35/57
 QUESTIONNAIRE

“An Analysis of Consumer Satisfaction with Zomato In Ahmedabad”

Dear respondent,

I am Jalpa Parmar. Pursuing MBA from Sal Institute of Management. This questionnaire is
regarding research project with respect to "Summer Internship Project" on “An analysis of consumer
satisfaction with Zomato in Ahmedabad” Kindly request you to fill the questionnaire below. This data
will be kept confidential.

1. Name:
2. E-mail:
3. Gender:
Male

Female

4. Age:
15-18

19-30

31-45

Above 45

5. Occupation:
Business

Self employed

Service/job

Student

6. Monthly family income:

 10,000-25,000

26,000-50,000

50,000-1,00,000

Above 1,00,000

7. What are your preferences when it comes to have outside food at your place?
(A) Ordering online
(B) Take away
(C) Asking restaurants to deliver food
(D) Depends on time
8. How frequently do you order food online?
(A)Daily
(B)Weekly
(C)Fortnightly
(D)Monthly
9. Which meal do you typically order online?
(A)Breakfast
(B)Lunch
(C)Dinner
(D)Snacks
10.What is the average spend limit while placing an order using this application?
(A) 100-200
(B) 200-500
(C) 500-1500
(D) 1500-3000
(E) Above 3000
11.Why do you prefer online food delivery?
(A)Faster delivery
(B)Convenient
(C)Time saving
(D)Money saving
 Rate the following questions on scale of Strongly disagree to
Strongly Agree as per your preference.

(SD – Strongly Disagree, D – Disagree, N – Neutral, A – Agree, SA – Strongly

Agree)

12. Time and delivery:

Particular SD D N A SA
On-time delivery is the one of the
major factor for me to order online
food from Zomato
Zomato provides quick delivery
service and food is reached on time
The delivery service provided by
Zomato is as promised by the app
despite of contingencies

13. Convenience:

Particular SD D N A SA
I can access the services of Zomato
without going out of my home which
is very convenient to me
I can save the time by getting Zomato
food services
The ordering process of Zomato is
simple and convenient to me
14. Easy accessibility:

Particular SD D N A SA
Zomato helps me to access and order
food online within few clicks on my
phone
Billing process and payment options
are very easy and hassle free
Menu selection of each restaurant is
easily available in zomato app
The billing process and payment
options are at my ease

15. Flexibility:

Particular SD D N A SA
I can order online at any time and at
any place from zomato
I have access to customize the
products according to the need
I can cancel or modify order at any
time
16. Ease of payment:

Particular SD D N A SA
Zomato provides 100% safe
transaction to their customers by
providing secured payment gateways
for transactions.
Zomato gives me various payment
options as my convenience.
Zomato gives me Payment option
like cash on delivery also improves
the overall experience to me.

17. Promotional offer:

Particular SD D N A SA
Due to discounted prices, I am
attracted to purchase food online from
Zomato
Promotional offer influence me to
order food from zomato app
Promotional food delivery services
lead me to refer zomato to others

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