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CONSUMER

BEHAVIOUR

OBJECTIVE
ANALYSIS OF
CUSTOMER LOYALTY
TOWARDS FOOD
DELIVERY SERVICES
TARGET CONSUMERS

18- 40 YEARS OF AGE, SEC A & B


TECH-SAVVY, BUSY LIFESTYLE

STUDENTS & WORKING PROFESSIONAL URBAN (METROPOLITIAN CITIES)


PRIMARY RESEARCH
Consumer Behaviour Study for understanding

 Consumer's preferences

 Their purchase decision

 Their dependence and engagement with Food Delivery Apps


ATTITUDE TOWARDS OBJECT – FISHBEIN MODEL
Weight Swiggy Zomato Food Panda Uber Eats
Variety of Food 0.178 7.74 7.54 6.39 6.29
Choice of Restaurants 0.172 7.47 7.28 6.17 6.08
Discounts/Offers/Cashbacks 0.160 6.97 6.80 5.75 5.67
Delivery Time 0.175 7.60 7.41 6.28 6.18
App User Interface 0.152 6.63 6.46 5.47 5.39
Customer Service 0.163 7.11 6.93 5.87 5.78
TOTAL 1.000 7.25 7.07 5.99 5.90
Observations from Primary Research

 Frequency of Ordering online is varied and most people have one or two food delivery Apps.
 High Awareness of Top 4 Food delivery Apps amongst the Target Group
 Dependence on Offers/Deals is high but that’s not the most important factor for food
ordering
 Variety of Food, Delivery Time and Choice of Restaurants are the three most important
attributes.
 Eco-Friendly packing would be preferred by many consumers even at a premium if given an
option.
MEAN END CHAIN

Home Comfortable
Saves Time Stress free
Delivery life

Discount
Offers
Saves Money Affluence Happiness
VALUES THAT CUSTOMER SEEKS FROM ONLINE FOOD
DELIVERY SERVICES

QUICK DELIVERY OFFERS/ DISCOUNTS CONVENIENCE

VARIETY QUALITY AVAILABILITY


How can we
increase Customer
Loyalty?
DECISION MAKING PROCESS
Pre Purchase
Need Recognition
Information Search

Evaluation of
Outcomes Product Choice Alternatives

Major Online Food


Aggregators (eg. Zomato,
Swiggy)
ELABORATION LIKELIHOOD MODEL

Consumers Learning
are less through
Ordering food online is a limited motivated to Reception,
exert persuasive
problem solving processing of
cognitive
effort. visual cues.

Attitude
Simpler change as an
Peripheral route to persuasion decision outcome of
rules. secondary
inducements.
INSTRUMENTAL CONDITIONING

REPEAT
BEHAVIOUR REWARDS BEHAVIOUR

POSITIVE REINFORCEMENT
FREQUENCY MARKETING AT
A SHORT INTERVAL OF TIME
(ONCE/TWICE A DAY)
FIXED RATIO REINFORCEMENT
Incentives to increase
customer stickiness –
Cashback

76% of the respondents told


they tend to order from the
app which they have some
wallet money in
MASLOW’S HIERARCHY OF NEEDS
Self
Actualization

Esteem Needs
Premium Services

Belongingness
Community Building

Safety
Trust towards Quality of Food

Physiological Needs
Food
INCREASING CUSTOMER INVOLVEMENT
Incentivize customers to generate content

“Share your recipes, restaurant may find them


interesting and include them in their restaurant.”

“If you like the food share your experience,


customers writing 10 best experiences will get 7
orders for free and a chance to talk to the chef and
thank personally”

Motive for Customers –


Recognition, Monetary benefits
LOCAL LEADERBOARDS
Introduce competitions among
customers -

“Top 100 customers in every city


who make most number of orders,
will get 50% off on their next 10
orders”

Might bring some amount of


commitment therefore willingness
to reorder increases.

BENEFIT
EUROPEAN PERFORMANCE SATISFACTION INDEX

Image

Customer Customer
Perceived Value Satisfaction Loyalty
Expectations

Perceived Service
Quality

7 Latent
Perceived Product Variables
Quality
ADVERTISEMENT CAMPAIGNS
As major online food delivery services
are in the evaluating alternatives
stage, campaigns can be designed in a
way which recommends the criteria
consumers should use while
considering service

FOCUSING ON ASPECTS OTHER THAN PRICES

TRUST IN THE
EASE OF USE FOOD SPEED OF
QUALITY DELIVERY
BRAND ARCHETYPE – THE REGULAR GUY/THE EVERYMAN

Key Attributes
 Everyday
functionality
 Honesty
Goal – To  Dependable
Belong  People
oriented
ADVERTISING APPEAL – TESTIMONIAL

Advertisement campaigns
People talking highly about where the real customers get
brand/Product to share their experiences
USE OF CONSCIENTIOUS APPEAL

Usage of Eco-friendly
material for packaging
of food.

Customer might be
willing pay a premium.