BACKGROUND OF THE STUDY:

Customers may easily and conveniently buy meals online with the online ordering system,
eliminating the need for them to physically visit the restaurant. The internet serves as the
system's enabler, linking customers and restaurants or food companies respectively. People
ordering from restaurants is an increasing practice, particularly in metropolitan regions and on
college campuses and offices.

The rise in popularity of food delivery applications in recent years has resulted in a range of
consumer behaviors. The interactions between these components and the dynamics of customer
involvement on various platforms are closely related.
The aim of this study is to find out how customers behave toward food delivery platforms in
Kolkata.

On the other side, the internet industry is expanding quickly, which benefits society and our
GDP. As a result, the food and beverage sector is very profitable and has a bright future.

The range of restaurants that are offered on these platforms has a major effect on how people
behave. The likelihood that users would use the app frequently increases with the magnitude of
the selection, which should include a variety of cuisines and ranges of prices. This selection
covers a range of tastes, with some customers choosing higher-end eating for special occasions
and others looking for more reasonably priced alternatives for regular meals.

INTRODUCTION

The general public began using smartphones in the second decade of the twenty-first century,
which led to the emergence of mobile shopping as a new online buying trend. Online meal
delivery services like Swiggy, Zomato, and Fassos have made a name for themselves in the food
market. They offer a comprehensive system for ordering and delivering food. It offers a single
ordering window with access to a large selection of hotels and restaurants, and it has its own fleet
of delivery drivers that pick up and bring food to clients.The millennial generation prefers these
services since they save them time and effort when ordering food. The population shifts in India,
the increased industry in various cities for work and education, and the hectic schedules of the
husband and wife in the household all contribute to the constantly increasing need for online
meal ordering.

Initially, the food technology sector in India started with startups such as Zomato, which aimed
to address the challenge of discovering a decent restaurant by providing a user-friendly and
straightforward platform. Companies like meal Panda then tried to solve the problem of placing
and scheduling meal orders from various eateries by acting as an aggregator. In the latter phase,
delivery was handled by businesses such as Swiggy. This essentially captures the development of
the Indian food technology market up to this point.
In India, the food delivery industry has grown to be highly competitive.
There is a genuine need for online ordering. It communicates to your base of customers that you
are a cutting-edge, expanding restaurant that poses a serious threat to rivals hoping to remain
open late and easily accessible to all of the regular customers. The most crucial thing that will
always be required to improve the quality of online meal ordering is the only thing that has to be
done to keep the client satisfied, which is to maintain high food quality and quantity, timely
delivery, and customer loyalty.

There is a slow change in the way people place meal orders. Ordering food online highly regards
customer satisfaction. It intends to comprehend customer preferences for online food ordering
services.
Local hotels, eateries, chefs, and canteens use online meal ordering platforms to bring takeout
and food packages right to customers' doorsteps. This kind of thought is readily spreading
because of the rise in the number of young people working in metro areas and the frantic work-
life culture. The kitchens of working people now have a new dimension thanks to this technique.
These days, customers are more drawn to online ordering platforms than to having certain
eateries deliver food to their homes. An online meal ordering platform's procedure is more
private because it doesn't include human involvement. Numerous eateries and chefs' kitchens are
advertised on platforms, along with a specialized menu. Thus, in order to place further orders,
customers do not need to carry brochures and menus.

The ability to order meals with a single button click is convenient. A downloaded platform that
provided past order information, menu recommendations, coupons, and user reviews of
restaurants and food.

Shift from Offline to Online:

According to a research published on August 30 by management firm RedSeer Consulting, the
gross merchandise value of food services in India is expected to reach approximately $13 billion
by 2025, having doubled in penetration. GMV is the total value of items sold within a specific
time period, before any fees or costs are deducted. For internet firms, it is an essential
performance indicator.
The outbreak not only affected the market, but it also quickened the rate of internet adoption,
according to a research. It stated "Like many other markets, this one is witnessing an increase in
online growth, particularly in the wake of the pandemic, and it is becoming more significant in
terms of its overall market share."

Present Scenario:
 The Online Food Delivery market in India is projected to reach a revenue of US$43.78bn
in 2024.
 In the Meal Delivery market in India, the number of users is expected to reach 346.6m
users by 2028.
 The user penetration in this market will be at 18.4% in 2024.
 India's online food delivery market is experiencing rapid growth due to the increasing
demand for convenience and the wide range of cuisines available.
Operational Problems in the Online Food Delivery Business:

 Shift in Consumer Demand- More and more people are choosing to place online meal
orders than eating out. It has made it difficult for the restaurant delivery and service
industries to handle the multitude of customers.
 Unstable Market Prices- Unpredictable market pricing present another challenge for
food delivery companies. Food prices are influenced by a wide range of factors in the
food sector, including changes in government regulations, supply and demand swings,
and inflation.
As a result, food delivery businesses and platforms could find it difficult to match market
rates and choose the best pricing plan to be profitable.
 Adherence to Food Quality Standards The preservation of food quality during
transportation should come first and foremost. Food may be delivered across long
distances, oftentimes encountering challenges such as temperature fluctuations and road
congestion.
The food's quality and freshness may be impacted by these conditions. Second, it might
need time and effort to ensure consistent quality across different restaurants and delivery
services. The meal delivery industry works with different cafés and restaurants that have
different policies and practices.
 Managing Consumer Expectations- The industry for meal delivery is facing significant
challenges because of changing consumer demands. The modern customer demands
services that are more expedient, personalized, and comfortable due to advancements in
technology and evolving inclinations. Food delivery businesses have had to adapt as a
result of this transition in order to meet changing consumer expectations and remain
competitive. Consumers now want more transparency in the food delivery process, real-
time order monitoring, and streamlined payment alternatives.

Objectives of the Study:

1. To fully understand research on customer preferences for online meal delivery services.

2. To assess customers' needs about the range of services provided by online meal ordering
and delivery platforms.

3. To determine the factors that impact a customer's choice to place an online food order
Limitations of the Study:

 Conclusions drawn from the secondary data being considered in the study would be
held valid only if the base data is valid.

 The study was restricted to residents of Kolkata only. Thus, it is not possible to explore
the result in other domains.

Research Methodology

 Data Collection – Both primary and secondary data has been used for the purpose of
this study.

 Area of Study- The study is focused on the consumer behavior on online food delivery
service in Kolkata

 Methods of Analysis – To study the consumer behaviour, the available data has
been analysed with the help of pie charts and graphs and cross tabular analysis.

 Source – The data has been collected from survey conducted by the author in the
duration of the study as well as authenticated sources.

 Rational for the methods used- The primary reason for using pie charts and graphs for
the study was to visually highlight the relationship between different aspects of consumer
behavior.