TABLE OF CONTENTS

CHAPTER NO CONTENTS PAGE NO

1 INTRODUCTION 1-13

2 REVIEW OF LITERATURE 14-18

3 RESEARCH METHODOLOGY 19-25

4 DATA ANALYSIS AND

INTERPRETATION 26-48

5 FINDINGS 49-50

6 SUGGESTIONS 51

7 CONCLUSION 52

BIBLIOGRAPHY

APPENDICES
ANNEXURE

PUBLICATION CIRTIFICATE
 LIST OF TABLES
TABLE NO TITLE PAGE NO

4.1 Table showing gender of respondents 27

4.2 Table showing age of respondents 28
4.3 Table showing educational qualification of respondents 29
4.4 Table showing employment status of respondents 30
4.5 Table showing marital status of respondents 31
4.6 Table showing family annual income of respondents 32
4.7 Table showing area of respondents 33
4.8 Table showing respondent's source of information regarding online food
ordering 34

4.9 Table showing frequency of ordering food

35
4.10 Table showing type of food ordered 36
4.11 Table showing meal ordered frequently
37
4.12 Table showing respondent's choice of food ordering application
38
4.13 Table showing monthly amount spent on ordering food
39
4.14 Table showing respondent's satisfaction regarding the service provided 40
4.15 Table showing respondent's view on price 41
4.16 Table showing respondent's adopted mode of payment 42
4.17 Table showing respondent's level of satisfaction on food packaging
43

4.18 Table showing respondent's overall experience towards online food

44
ordering
4.19 Table showing cross tabs
46
4.20 Table showing chi square test
47
4.21 Table showing cross tabs 47
4.22 Table showing chi square test
48
 LIST OF CHARTS
CHART NO TITLE PAGE NO
4.1 Chart showing gender of respondents 27
4.2 Chart showing age of respondents 28
4.3 Chart showing educational qualification of respondents 29
4.4 Chart showing employment status of respondents 30
4.5 Chart showing marital status of respondents 31
4.6 Chart showing family annual income of respondents 32
4.7 Chart showing area of respondents 33
4.8 Chart showing respondent's source of information regarding online
food ordering 34

4.9 Chart showing frequency of ordering food 35

4.10 Chart showing type of food ordered 36
4.11 Chart showing meal ordered frequently 37
4.12 Chart showing respondent's choice of food ordering application 38
4.13 Chart showing monthly amount spent on ordering food
39

4.14 Chart showing respondent's satisfaction regarding the service provided

40

4.15 Chart showing respondent's view on price

41

4.16 Chart showing respondent's adopted mode of payment

42

4.17 Chart showing respondent's level of satisfaction on food packaging

43

4.18 Chart showing respondent's overall experience towards online food

ordering 44

4.19 Chart showing factors influencing the consumers towards online food
ordering 46
 CHAPTER-I
INTRODUCTION
1.1 INTRODUCTION
Marketing is the process of identifying customers and "creating, communicating, delivering,
and exchanging" goods and services for the satisfaction and retention of those customers. It is
one of the primary components of business management and commerce.

Marketing is typically conducted by the seller, typically a retailer or manufacturer.

Products can be marketed to other businesses (B2B) or directly to consumers (B2C). Sometimes
tasks are contracted to dedicated marketing firms, like a media, market research, or advertising
agency. Sometimes, a trade association or government agency (such as the Agricultural
Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of
food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination.

Marketing can include activities like:

• Selection of a target audience

• Selection of certain attributes or themes to emphasize in advertising
• Operation of advertising campaigns
• Attendance at trade shows and public events
• Design of products and packaging to be more attractive to buyers
• Selection of the terms of sale, such as price, discounts, warranty, and return policy
Product placement in media or with people believed to influence the buying habits of
others
• Contracts with retailers, wholesale distributors, or resellers

7
TYPES OF MARKETING

B2B marketing
B2B (business-to-business) marketing refers to any marketing strategy or content that is geared
towards a business or organization. Any company that sells products or services to other
businesses or organizations (vs. consumers) typically uses B2B marketing strategies.

Examples of products sold through B2B marketing include:

• Major equipment Accessory equipment Raw materials

• Component parts
• Processed materials.
• Supplies
• Venues
• Business services

B2C marketing
Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which
a company promotes its products and services to individual people.

Traditionally, this could refer to individuals shopping for personal products in a broad sense.
More recently the term B2C refers to the online selling of consumer products.

C2B marketing
Consumer-to-business marketing or C2B marketing is a business model where the end
consumers create products and services which are consumed by businesses and organizations.
It is diametrically opposed to the popular concept of B2C or Businessto- Consumer where the
companies make goods and services available to the end consumers.

C2C marketing
Customer to customer marketing or C2C marketing represents a market environment where one
customer purchases goods from another customer using a third-party business or platform to
facilitate the transaction. C2C companies are a new type of model that has emerged with e-
commerce technology and the sharing economy.

8
MARKETING MIX

A marketing mix is a foundational tool used to guide decision making in marketing. The
marketing mix represents the basic tools that marketers can use to bring their products or services
to the market. They are the foundation of managerial marketing and the marketing plan typically
devotes a section to the marketing mix.

The 4Ps

The 4Ps refers to four broad categories of marketing decisions, namely: product, price,
promotion, and place. The origins of the 4 Ps can be traced to the late 1940s. The first known
mention has been attributed to a Professor of Marketing at Harvard University,

James Culliton.

Product
The product aspects of marketing deal with the specifications of the actual goods or services,
and how it relates to the end-user's needs and wants. The product element consists of product
design, new product innovation, branding, packaging, labeling. The scope of a product generally
includes supporting elements such as warranties, guarantees, and support. Branding, a key
aspect of the product management, refers to the various methods of communicating a brand
identity for the product, brand, or company.

Pricing
This refers to the process of setting a price for a product, including discounts. The price need
not be monetary; it can simply be what is exchanged for the product or services, e.g. time,
energy, or attention or any sacrifices consumers make in order to acquire a product or service.
The price is the cost that a consumer pays for a product—monetary or not. Methods of setting
prices are in the domain of pricing science.

9
Place (or distribution)
This refers to how the product gets to the customer; the distribution channels and intermediaries
such as wholesalers and retailers who enable customers to access products or services in a
convenient manner. This third P has also sometimes been called Place or Placement, referring
to the channel by which a product or service is sold (e.g. online vs. retail), which geographic
region or industry, to which segment (young adults, families, business people), etc. also referring
to how the environment in which the product is sold in can affect sales.

Promotion
This includes all aspects of marketing communications: advertising, sales promotion, including
promotional education, public relations, personal selling, product placement, branded
entertainment, event marketing, trade shows, and exhibitions. This fourth P is focused on
providing a message to get a response from consumers. The message is designed to persuade or
tell a story to create awareness.

E - MARKETING

E-marketing means using digital technologies such as websites, mobile devices and
social networking to help reach your customers, create awareness of your brand and sell your
goods or services. The basics of marketing remain the same - creating a strategy to deliver the
right messages to the right people.

This guide describes the benefits of e-marketing, what the stages are for developing an
emarketing plan and also outlines some of legal issues that you will need to consider.

IMPORTANCE OF E-MARKETING

Wider Reach
E-marketing enables you to reach a global audience instantly. With internet access
becoming increasingly widespread, you can expand your customer base beyond geographical
boundaries and target potential customers anywhere in the world.

This broader reach increases your business's visibility and potential for growth.

Cost-Effective

Compared to traditional marketing channels like print media or television advertising,

e-marketing is generally more cost-effective. Online advertising platforms, social media

10
marketing, email campaigns, and search engine optimization (SEO) techniques can be tailored
to fit your budget. This affordability makes emarketing an attractive option, especially for small
and medium-sized businesses with limited marketing budgets.

Targeted Marketing
E-marketing allows you to target specific customer segments based on demographics,
interests, behavior, and other factors. Through techniques like search engine marketing (SEM),
social media advertising, and email marketing, you can reach your ideal customers directly and
present them with personalized messages and offers. This targeted approach increases the
likelihood of conversion and improves your return on investment (ROI).

Measurable Results

One significant advantage of e-marketing is the ability to track and measure the
effectiveness of your marketing campaigns in real time. Online analytics tools provide valuable
insights into website traffic, conversions, customer behavior, and more. This data enables you to
analyze campaign performance, identify areas for improvement, and make data-driven decisions
to optimize your marketing strategies.

Flexibility and Agility

E-marketing provides the flexibility to adapt and adjust your marketing strategies
quickly. If you notice a campaign is not performing as expected, you can make immediate
changes, tweak your messaging, or redirect your efforts to more promising channels. This agility
allows you to optimize your marketing efforts in real-time, ensuring that your resources are
invested effectively.

BENEFITS OF E-MARKETING

Global reach - a website allows you to find new markets and trade globally for only a small
investment.

Lower cost - a well-planned e-marketing campaign can reach the right customers at a much lower
cost than traditional marketing methods.

Trackable, measurable results - web analytics and other online metric tools make it easier to
establish how effective your campaign has been. You can get detailed information about how
customers use your website or respond to your advertising.

11
Personalisation - if your customer database is linked to your website, then whenever someone
visits the site, you can greet them with targeted offers. The more they buy from you, the more
you can refine your customer profile and market effectively to them.

Openness - by having a social media presence and managing it carefully, you can build customer
loyalty and create a reputation for being easy to engage with.

Social currency - e-marketing lets you create campaigns using different types of rich media. On
the internet these campaigns can gain social currency - being passed from user to user and
becoming viral.

OBJECTIVES
• To analyze the demographic profile of the respondents.

• To know the association between the gender and the meal ordered frequently by the
respondents.

• To know the association between the employment status and the monthly amount
spent on ordering food by the respondents.

• To understand the most preferred online food ordering service portal by consumers.
• To analyze the various factors that influences the consumers to choose online food
ordering services.

1.2 SCOPE OF THE STUDY

This is a descriptive and analytical study based on both primary and secondary data.

1. Methods of data collection

The primary data was collected from 100 respondents through well structured questionnaire. The
secondary data was collected from journals, books, research articles, websites, newspaper,
magazines etc.
2. Sample design
Convenience sampling was adopted for the study.
3. Size of sample
Sample size was 100 respondents.
4. Questionnaire structure and design
There are two parts of the questionnaire namely:
PART A - deals with demographic profile of respondents.

12
PART B - deals with consumer buying behaviour towards online food ordering.

5. Framework of analysis
The collected primary data have been statistically processed, classified and tabulated by using
appropriate methods. Tables, figures and statistical results have been derived with the help of
computer software package called SPSS (Statistical Package for Social Science).

The tools used in the study are:

⚫ Percentage analysis
⚫ Chi-square test

1.3 LIMITATIONS OF THE STUDY

• Adequate representation has been given only to online food ordering in Chennai and not
for all states in India.

• The time availability for the study is limited, data collected from 100 respondents only.

1.4 CHAPTERISATION
• Chapter 1 deals with the Introduction, Scope, Objectives, Research Methodology and
Limitations of the study.
• Chapter 2 deals with Review of Literature of various research paper relating to the study.
• Chapter 3 deals with the Theoretical Background of the data collected.
• Chapter 4 deals with Analysis and Interpretation of the data collected.
• Chapter 5 deals with Findings
• Chapter 6 deals with Suggestions
• Chapter 7 deals with Conclusion

13
 CHAPTER-2
REVIEW OF LITERATURE

Sayali Pachpute, (2023) conducted "A study on consumer behaviour towards food ordering and
delivery platforms" . The main objective of the study was to understand the buyer behaviour
with respect to the various services offered by online food ordering and delivery platforms. The
primary data was collected through questionnaire from 129 respondents. The data were analysed
through a statistical tool- cross tabulation. The study concluded that majority of the respondents
were preferred to order through online food delivery platforms. Zomato and Swiggy were the
most preferred platform among the consumers.

Nikita, Nitu Nimbrain, (2023) "Customer satisfaction and buying behaviour towards online food
delivery services". The main aim of the study was to assess the customer satisfaction with
reference to online food delivery services. Collected data through questionnaire from 180
respondents. The statistical tool - mean and standard deviation were applied in this study. The
study concluded that majority of respondents were young consumers and students. The
consumers were satisfied with the services of online food delivery and cash on delivery was
preferred by majority of respondents.

Sukarn sharma, (2023) conducted a study on "Examining the online food delivery services
market in Chandigarh from a customer perspective". The main aim of the study was to examine
the experience of customers in using online food delivery services through the attributes.
Collected data through questionnaire from 390 respondents. The data are analysed through
statistical tool - mean. The study concluded that reasonable price and on time delivery were the
attributes that enhanced the customer experience in online food delivery services.

Nur Ahmad Ruyani, Yana Sonjaya, (2023) conducted "A study of consumer behaviour on online
food ordering system in the metropolitan city. The main aim of this study was to find out the
factors which affected online food ordering. The primary data were collected the rough
questionnaire from 8 1 respondents. Non - probability sampling method was used in this study.
The study concluded that cultural difference, acceptance of technology and many other factors
affected the online food ordering services.

Shwetha pai and Sureshramana mayya, (2022) conducted "A study on consumer preferences
with reference to online food delivery amenities" The main aim of the study was to know the
consumer preferences and the perception of online food delivery amenities. The data were

14
collected through questionnaire from 168 respondents. The multi dimensional scaling and SPSS
software was used to analyze the data. The study concluded that the consumers were concerned
about the convenience and ease in ordering food and majority of the youngsters preferred online
food ordering.

Ei Ei Myint, (2022) conducted a study on "Consumer purchase behaviour and repurchase

intention towards online food ordering services" in Yangon. The main objective of the study was
to examine the influencing factors on consumer purchase behaviour towards online food ordering
services. The primary data were collected through questionnaire from 398 respondents.
Descriptive statistics and regression analysis were applied to analyze the collected data. The
study concluded that online food ordering depends on consumer's age, income as well as marital
status and most importantly their perceived need for food.

Vikash Mishra, Tanya Raj, Rishabh Lahoti and Raj Ratan, (2021) conducted "A study on
consumer behaviour towards online food delivery". The main objective of the study was to
examine the behaviour of consumer towards online food delivery and to understand the relation
between facilities and the purchase behaviour. Primary data was collected through questionnaire
from 88 respondents. Descriptive research design was used in the study. The study concluded
that the behaviour of consumer changes by different likes and dislikes. Majority of the
respondents used this facility of online food delivery service that shows the growing popularity
of online services among youths.

Patel Fenil Jitendrabhai, (2021) conducted a study on "Youth behaviour towards electronic food
delivery platforms". The main objective of the study was to analyze the youth behaviour towards
electronic food delivery platforms. The primary data were collected through questionnaire from
220 respondents. The study design was descriptive in nature. Non - probability sampling method
was used to undertake this research. The study concluded that the majority of respondents lies in
the age group of 18 to 20 and youth were attracted by the electronic food delivery platforms.

Zuroni Md Jusoh, Nurnazrenatasah Rahiman, Siti Norizazi Wanani Sawaro,

(2021) "A study on factors influencing consumer purchasing behaviour towards online food
delivery services". The main aim was to identify the factors that influenced consumer behaviour
on purchasing online food in Peninsular Malaysia. The data were collected through
questionnaire from 384 respondents. Quantitative approach was used in this study. The data
collected were analysed through SPSS software with Pearson's Correlation. The study
concluded that the household monthly income, convenience and various factors influenced
consumer behaviour on purchasing food through online.

15
Tan Hui Kok, Vincent Wee Eng Kim, (2021) conducted "A study on Examining the factors that
influence consumer satisfaction with online food delivery in Klang Valley, Malaysia". The
objective of this study was to determine the most important factor that influences the consumer
satisfaction while using online food delivery services. The primary data were collected through
questionnaire from 646 respondents. This study used Non-Probability sampling method. The
statistical tool - Multiple linear regression analysis was used to analyze the data. The study
concluded that income level can be regarded as one of the influencing factors of consumer
satisfaction with purchasing behaviour through online food delivery service.

Siti Anis Adilah Tarmazi, Wan Rusni Wan Ismail, Nur Aisya Syazwani Noor
Azmin, Ahmad Redhuan Abu Bakar, (2021) conducted a study on "Consumer purchase intention
towards online food delivery service". The main aim of this study was to identify the consumer's
attitudes towards online food delivery. The primary data were collected through questionnaire
from 138 respondents. The statistical tool Cronbach's Alpha was used to analyze the data. The
study concluded that the majority of the consumers are not satisfied and the service providers
have to improve their online food delivery services.

Padmakar I. Shahare and Mukul A. Burghate, (2020) conducted a study on

"Consumer buying behaviour towards online food ordering" with reference to Nagpur city [East
Region]. The main aim of the study was to understand how online food delivery services are
perceived by the consumers and to ascertain the various factors that influence the consumers to
choose online food delivery services. Primary data was collected through questionnaire from 110
respondents. The statistical testcorrelation was applied. The study concluded that majority of
youngsters were attached with online food ordering and the best offers and discounts were the
influencing factors on online food ordering system in East Nagpur.

Manpreet Singh, Daljeet kaur, (2020) "A study of customer perception towards online food
delivery with respect to age and gender". The main aim of the study was to analyse the customer
satisfaction and impact of age and gender towards online food delivery. The primary data were
collected through questionnaire from 250 respondents. The data were analysed through
descriptive statistics and t-test. The study concluded that majority of respondents were satisfied
and it was also found that age and gender has no impact on online food delivery.

Abishek R.B, (2019) conducted "A study on customers attitude and behaviour towards online
food delivery (OFD) with reference to Coimbatore district". The main aim of the study was to
analyse the level of satisfaction towards the consumption of online food delivery services among
the consumers. Collected data from 110 respondents using convenience sampling technique. The
tools used for this study were percentage analysis, chi-square analysis and ANOVA. The study

16
concluded that when compared to physical ordering the respondents were satisfied towards the
online food service provided but the author suggested that improvements has to be made to
increase the satisfaction of the consumers.

Natarajan chandrasekhar, Saloni Gupta and Namrata nanda, (2019) conducted "A study on food
delivery services and customer preference". The main objective of the study was to identify the
consumer preference regarding the different parameters in terms of quality, service and delivery.
The primary data were collected through questionnaire from 169 respondents. The study used
simple random sampling technique.

Collected data were analysed through Grey analysis method. The study concluded that the
preference of consumers were affected by the likings, consumer service, on time delivery and
buying behaviour etc., It was concluded that consumers always want unique system in online
food delivery services.

Krishna kumari. V, (2019) "The impact of customer behaviour toward's online food services".
The main aim of the study was to identify the factors affecting behaviour of customers in online
food services. The primary data were collected through questionnaire from 100 respondents. The
research tools like cronbach alpha and chi square were applied in this study. The study concluded
that offers and discounts were the factors that affect the behaviour of customers in online food
ordering services.

Rahul Gupta, Sanjoy Roy, Karan kumar, Chirag Arora, (2019) conducted "A study of consumer
behaviour towards online food delivery". The main objective of the study was to know how
online food delivery services are perceived by the consumers. The primary data were collected
through questionnaire from 100 respondents. The statistical hypothesis testing were used. The
study concluded that services offered and frequency of buying the food through online were
perceived by the consumers and swiggy was the most preferred platform among the consumers.

Dispesh Patel, (2018) conducted "A study on factors influencing online food delivery services".
The main objectives of the study was to know the factors influencing the consumers to buy food
through online. The primary data were collected through questionnaire from 200 respondents. In
this study descriptive and cross sectional research has been used. The study concluded that time
saving and faster delivery were the factors influenced by the most of the respondents.

Jyotishman Das, (2018) conducted a study on "Consumer perception towards online food
ordering and delivery services". The main aim of the study was to know how the online food
delivery services were accepted by the consumers and the most preferred online food delivery

17
services portal by the consumers. The primary data was collected through questionnaire. The
Quantitative research method was used and the sample size is 153 respondents. The non-
probability sampling method was applied. The study concluded that majority of consumers
preferred zomato as their first priority in online food delivery service because of their on time
delivery and better discounts.

Arati Prabhu, Rina Dongre, (2018) "Analysis of consumer attitude towards electronic food
ordering". The main aim of the study was to know the popularity and consumers attitude towards
online food ordering system. Data were collected through questionnaire from 83 respondents.
Descriptive research design was used. The sampling type - nonprobability convenience and
judgement type was applied. The study concluded that the majority of the consumers were using
electronic food ordering because of its speedy delivery, convenient and attractive prices.

18
 CHAPTER-3
RESEARCH METHODOLOGY
ONLINE FOOD ORDERING
Online food ordering is the process of ordering food, for delivery or pickup, from a website or
other application. The product can be either ready-to-eat food (e.g., direct from a home-kitchen,
restaurant, or a virtual restaurant) or food that has not been specially prepared for direct
consumption (e.g., vegetables direct from a farm/garden, fruits, frozen meats. etc).

Online food ordering/delivery through third-party companies has emerged as a global industry,
leading to a "delivery revolution." From 2018 to 2021, global revenues for the online food
delivery sector rose from $90 billion to $294 billion.

HISTORY
The first online food order was a pizza from Pizza Hut in 1994.

The online food ordering market has increased in the U.S with 40 percent of U.S adults
having ordered their food online once. The online food ordering market includes foods prepared
by restaurants, prepared by independent people, and groceries being ordered online and then
picked up or delivered.

The first online food ordering service, World Wide Waiter (now known as Waiter.com),
was founded in 1995. The site originally serviced only northern California, later expanding to
several additional cities in the United States.

By the late 2000s, major pizza chains had created their own mobile applications and
started doing 20—30 percent of their business online. With increased smartphone penetration,
and the growth of both Uber and the sharing economy, food delivery startups started to receive
more attention. In 2010, Snap finger, who is a multi-restaurant ordering website, had a growth
in their mobile food orders by 17 percent in one year.

By 2015, online ordering began overtaking phone ordering.

In 2015, China's online food ordering and delivery market grew from 0.15 billion yuan
to 44.25 billion yuan.

As of September 2016, online delivery accounted for about 3 percent of the 61 billion
U.S. restaurant transactions.

19
 According to research conducted by the NDP Group in 2018, online restaurant ordering
was growing 300% faster than dine-in traffic at that time.The same year, MSN News reported
that it had "started to become the norm" as a result of its convenience and the option to integrate
payments, and speculated that "subscription delivery of prepared food could potentially spell the
end of cooking at home".

In a 2019 market study of restaurant delivery services, the global market for online-
ordered prepared food delivery was estimated at $94 billion and is estimated to grow at just over
9 percent a year, reaching $134.5 billion in 2023. The study defined the market as l)"meals
ordered online which are directly delivered by the restaurant, no matter if ordered via a platform
(e.g. Delivery Hero) or a restaurant website (e.g. Domino's)"; 2) online meal orders and deliveries
"both carried out by a platform" (Deliveroo, Uber Eats, e.g.); 3) "online orders that are picked
up in the restaurant" by the customer. It does not include phone orders.

After 2020, COVID-19 significantly boosted online food delivery usage world wide.

TYPES

Traditional food delivery services

Traditional food delivery services have long been a part of the food industry, with local
restaurants and fast-food chains offering home delivery or takeout options. These services often
rely on in-house or third-party delivery drivers who transport prepared meals directly from the
restaurant to the customer. Dominos, Pizza Hut, and Papa John's are examples of established
global brands that have been offering delivery services for decades.

Restaurant-controlled
In restaurant-controlled online food ordering, the restaurants create their own website
and app, or choose to hire a delivery vendor. If they choose to create their own website, they
make sure to obtain software that manages the orders efficiently, meaning it has the capability to

20
manage different orders at once. When they hire a vendor, the restaurant pays for a monthly fee
or percentage-based fees. The vendor covers the developmental costs.

Independent websites
In this case, a person cooks and offers meals or kits via their website, which are then
directly sent to consumers. The consumer chooses which meal and how many meals they want
sent to their office or home, and pays depending on the meals or the program they are interested
in. People choose to order meals from other people for different reasons: not wanting or having
time to cook, wanting to eat home-cooked meals, or to lose weight by eating healthy foods.
Examples of this type of service include DineWise, NutriSystem, Chefs Diet, etc.

Food cooperatives
Some food cooperatives like Macomb Co-op [22] allow members to place orders of
locally grown and/or produced food online and pick up and pay for their orders at a central
location.

DELIVERY PLATFORMS
The riders and drivers for nearly all independent restaurant delivery app services are
independent contractors, having the flexibility to choose when they work. In Australia,
specifically riders for the food app of Foodora, consider themselves employees because they
sometimes work full time hours, are required to wear uniforms, and run shift system.

MEAL-KIT DELIVERY SERVICES

Another segment within the global food delivery industry is meal-kit delivery services,
which provide customers with pre-portioned ingredients and recipes to prepare meals at home.
Meal-kit delivery services such as Blue Apron, HelloFresh, and Sun Basket have gained
popularity, particularly among health-conscious consumers and those with busy lifestyles. These
services offer the convenience of food delivery combined with the experience of home cooking,
catering to a growing demand for healthy and personalized meal options

ADVANTAGES

EASY, FAST, AND COMFORTABLE

In short, your customers choose to order food online because it is really at their
fingertips. Anyone with a smartphone can order food online from their favorite restaurant.
According to a Harris poll, millennials (under the age of 30) are your most important target
audience today.

21
HEALTH BENEFITS

One of the important benefits of food ordering systems is health benefits. Because the
meal is planned, it is easy to determine the exact number of calories consumed in each meal.
Many food ordering systems retain their menu for health benefits and weight loss, which can be
very helpful for individuals who are trying to lose weight and start a healthy diet.

SAFER AND HEALTHIER

To reopen, food businesses will have to set up shop to meet the health and safety
regulations of the Indian government. Owners must maintain social distances, use noncontact
ordering and payment methods, and ensure surfaces are regularly cleaned.

LESS CHANCE FOR ERRORS

One of the best advantages of an online food ordering system for customers is that it
ensures prices are accurate and there is less room for error when it comes time to settle the bill.
This is because customers have to select an item in the menu at the appropriate price and make
sure that the right amount is always paid.

HIGHLY CUSTOMIZABLE

Food ordering apps are highly customizable so you can easily advertise your logo, brand
colors, or other features that make your business unique. Additionally, if you want to delete or
add an item to the menu, you must sign in, make your changes, and it's done.

DISADVANTAGES
PRICE

One of the major drawbacks of online food ordering systems is price. When food is
ordered for more than one person, the cost is usually equal to eating at a good restaurant every
night. Many food ordering systems cost more than S 20 per person per day. Even more expensive
for some other food ordering systems. For individuals with a limited food budget, online food
ordering systems are often too expensive.

LIMITED MENU

Another disadvantage for food ordering systems is menu choices. Most food ordering
systems have a limited number of meals. The menu changes every few weeks or months, but if
you stick to the system for more than a few months the menu items will come back again and
again. You should also eat the food provided for that week.

22
PREPARATION

The preparation factor may be a disadvantage to food ordering systems. Most food
ordering systems give frozen food. They are usually easy to prepare, but they usually take more
than an hour to cook because the food is frozen. To avoid long cooking times, you can remove
the food from the freezer the day before. However, remember to eliminate food from the freezer
to reduce cooking time.

QUALITY OF FOOD MAY BE SUFFER

One problem with the food ordering system is that the quality of the food served is often worse
than eating at a restaurant. Often, food has to be fed over long distances, and over time, precious
vitamins can be lost. Also, food from the ordering system is often served in plastic packaging,
which may not be very appealing to your eyes compared to the food neatly placed on your plate
in a restaurant.

THE VIBE OF THE RESTAURANT IS MISSING

In some restaurants, there is also a good circumstance which you will miss if you order
your food at home. For example, if you spend your evening in a good Chinese restaurant, you
will often feel like you are actually in China because the decoration and the whole atmosphere
are in line with the Chinese way of life.lfyou order food at your home, you will lose all of these.
Also, from time to time, it would be great if you could take your partner or family to a nice
restaurant for dinner to spend a good evening.

ONLINE FOOD DELIVERY PLATFORMS

ZOMATO

Zomato is an online restaurant search and delivery platform founded under the name
'Foodiebay' in 2008. The India-based company did so well in its domestic market that Uber Eats
(see below) sold all its Indian business to them for $400 million. Today, you can find Zomato in
24 countries and more than 10,000 cities across the globe. The platform's success reached a new
height in 2021, which witnessed a 39x oversubscribed

IPO with USD 46 billion in shareholder bids.

23
SWIGGY

Swiggy is a top-rated mobile app based in Bengaluru, India. With close to 1,500,000
downloads in the Google Play store, Swiggy has been rated the No. I online food delivery app
in India and is currently available in almost every city.

FOODPANDA
Food Panda is another online food ordering app available in 41 countries. Headquartered
in Berlin, the firm has partnered with nearly 40,000 local restaurants to provide on-time delivery.

What sets FoodPanda apart?

• Wide selection of restaurants

• Easy access to rebates and special offers

• Seamless payments

24
DOMINO'S PIZZA

Domino's is a well-known pizza delivery company, and its app is world-class. Unlike
the other apps listed here, it doesn 't deliver food from multiple restaurants (just its own), but we
included it because you'd be hard-pressed to find a better UX when customizing and ordering a
meal.

25
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
Analysis can be valuable for making informed decisions based on data and research. Writing
an analysis helps effectively build support around a particular idea. Knowing how to write one
is a valuable skill for any career. In this article, you will learn what an analysis is, why it's
important and tips on how to write one. An analysis is a detailed examination of a topic. It
involves performing research and separating results into smaller, logical topics to form
reasonable conclusions. It presents a specific argument about the topic and supports that
argument with evidence. You can perform an analysis to find different solutions to a challenge
in a variety of situations.
An analysis is important because it organizes and interprets data, then structures that
data into presentable information useful for real-world applications. For example, a marketing
analysis interprets buying patterns, market size, demographics and other variables to develop a
specific marketing plan.
The statistical tools that were applied are:
• Percentage Analysis
• Chi square test
PERCENTAGE ANALYSIS
Percentage analysis refers to a specified kind which is used in making comparison
between two or more series of data. Percentage is based on descriptive relationship. It compares
the relative items. Since the percentage reduces everything to a common base and thereby allow
meaningful comparison. It is used to find out percentage of respondents from the total number
of respondents.

PERCENTAGE ANALYSIS = NUMBER OF RESPONDENTS x 100

TOTAL NUMBER OF SAMPLES

26
 4.1 GENDER OF RESPONDENTS

PARTICULARS NO OF PERCENTAGE
RESPONDENTS

Male 55 55%

Female 45 45%

TOTAL 100 100%

Source: Primary Data

INFERENCE
Table 4.1 shows that 55% of respondents were male and 45% of respondents were female.

CHART 4.1 GENDER OF RESPONDENTS

Male
Female

27
 4.2 AGE OF RESPONDENTS
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Below 20 43 43%

21 -35 38 38%

36 - 50 14 14%

Above 50 5 5%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.2 shows that 43% of the respondents were below 20 years, 38% of the respondents
were between 21-35 years, 14% of the respondents were between 36-50 years and 5% of the
respondents were above 50 years.

CHART 4.2 AGE OF RESPONDENTS

above 50

36 - 50
below 20

021-35
036-50
21 - 35 above 50

below 2043%

0% 10% 20% 30% 40% 50%

28
 4.3 EDUCATIONAL QUALIFICATION
PARTICULARS RESPONDENTS PERCENTAGE
HSC 19 19%

SSLC 6 6%

Under Graduate 62 62%

Post Graduate 13 13%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.3 shows that 62% of the respondents were Under Graduates, 19% of the respondents
were HSC qualified, 13% of the respondents were Post Graduates and 6% of the respondents
were SSLC qualified.

CHART 4.3 EDUCATIONAL QUALIFICATION

O HSC
SSLC
Under Graduate
Post Graduate

29
 4.4 EMPLOYMENT STATUS
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Employed 35 35%

Unemployed 65 65%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.4 shows that 65% of the respondents were unemployed and 35% of the respondents
were employed.

CHART 4.4 EMPLOYMENT STATUS

Employed
Unemployed

30
 4.5 MARITAL STATUS
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Married 23 23%

Unmarried 77 77%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.5 shows that 77% of the respondents were unmarried and 23% of the respondents
were married.

CHART 4.5 MARITAL STATUS

• married
unmarried

31
 4.6 FAMILY ANNUAL INCOME
PARTICULARS NO OF PERCENTAGE
RESPONDENTS

Less than 59 59%

27 27%

Above 14 14%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.6 shows that 59% of the respondents earning less than 2,00,000 per annum, 27% of
the respondents earning between - 5,00,0()0 and 14% of the respondents earning above per
annum.

CHART 4.6 FAMILY ANNUAL INCOME

32
 4.7 AREA
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Rural 31 31%

Urban 69 69%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.7 shows that 69% of the respondents were from urban area and 31% of the
respondents were from rural area.

CHART 4.7 AREA

Rural
Urban

33
 4.8 RESPONDENT'S SOURCE OF INFORMATION
REGARDING ONLINE FOOD ORDERING
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Friends 32 32%

Relatives 9 9%

Advertisements 48 48%
Others 11

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.8 shows that 48% of the respondents came to know about online food ordering
through advertisements, 32% of the respondents came to know through friends, 11% of the
respondents through others sources and 9% through relatives.

CHART 4.8 RESPONDENT'S SOURCE OF INFORMATION

REGARDING ONLINE FOOD ORDERING

Friends
Relatives

Advertisements
others

34
 4.9 FREQUENCY OF ORDERING FOOD
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Daily 3 3%

Weekly once 17 17%

Once in a fortnight 30 30%

Monthly 50 50%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.9 shows that 50% of the respondents were ordering food once in a month, 30% of
the respondents were ordering once in a fortnight, 17% of the respondents were ordering
weekly once and 3% of the respondents were ordering daily.

CHART 4.9 FREQUENCY OF ORDERING FOOD

•daily
•weekly once
•once in a fortnight
•monthly

35
 4.10 TYPE OF FOOD ORDERED
PARTICULARS RESPONDENTS PERCENTAGE
Vegetarian 14 14%

Non - Vegetarian 33 33%

Both 53 53%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.10 shows that 53% of the respondents were ordering both, 33% of the respondents
were ordering only vegetarian food, of the respondents were ordering only non - vegetarian
food.

CHART 4.10 TYPE OF FOOD ORDERED

36
 4.11 MEAL ORDERED FREQUENTLY
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Breakfast 1 1%

Lunch 29 29%

Dinner 40 40%

Snacks and Others 30 30%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.11 shows that 40% of the respondents were ordering food for dinner, 30% of
the respondents were ordering snacks and others, 29% of the respondents were ordering
food for lunch and 1% of the respondent was ordering food for breakfast.

CHART 4.11 MEAL ORDERED FREQUENTLY

45%

40%
35%

30%
breakfast
25% lunch
20% O dinner

15% snacks and others

10%
5%

snacks and
breakfast lunch dinner others

37
4.12 RESPONDNT’S CHOICE OF FOOD ORDERING APPLICATION

PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Swiggy 40

Zomato 47 47%

Food panda 2 2%

Others 11 11%

TOTAL 100 100%

Source : Primary Data – Questionnaire

INFERENCE
Table 4.12 shows that 47% ofthe respondents were ordering food through zomato, 40% of
the respondents were ordering through swiggy, Il % of the respondents were ordering
through other application and 2% of the respondents through food panda.

CHART 4.12 RESPONDENT'S CHOICE OF FOOD ORDERING

Swiggy
Zomato
Food panda
Others

38
 4.13 MONTHLY AMOUNT SPENT ON ORDERING FOOD
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Less than Rs. 500 38 38%

Rs. 500 - Rs. 1000 51 51%

Rs. 1000 - Rs. 5000 11

More than Rs. 5000

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.13 shows that 51% of the respondents spent between Rs. 500 - Rs. 1000, 38% of the
respondents spent less than Rs. 500, of the respondents spent between Rs.
1000 - Rs. 5000 in a month.

CHART 4.13 MONTHLY AMOUNT SPENT ON ORDERING

Less than
Rs.500
Rs.500 - Rs.1000
Rs.1000 - Rs.5000
More than Rs.5000

FOOD

39
 4.14 SATISFACTION REGARDING THE SERVICE PROVIDED
PARTICULARS RESPONDENTS PERCENTAGE
Excellent 20 20%

Good 57 57%

Satisfactory 21 21%

Poor 2 2%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.14 shows that 57% of the respondents opined that service provided was good, 21%
of the respondents opined that it was satisfactory, 20% of the respondents were opined that
it was excellent and 2% of the respondents were opined that the service provided while
ordering food was poor.

CHART 4.14 RESPONDENT'S SATISFACTION REGARDING

THE SERVICE PROVIDED

40
 TABLE 4.15 RESPONDENT'S VIEW ON PRICE
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Reasonable price 33 33 0/6

Average price 49 49%

Higher price 18 18%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.15 shows that 49% of the respondents opined that the price was average, 33% of the
respondents were opined that the price was reasonable and 18% of the respondents opined
that the price was higher.

CHART 4.15 RESPONDENT'S VIEW ON PRICE

Reasonable Price
Average Price
Higher Price

41
 4.16 RESPONDENT'S ADOPTED MODE OF PAYMENT
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
Cash on delivery 62 62%

Credit / Debit card 13 13%

Internet banking 15 15%

Others 10

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.16 shows that 62% of the respondents were using cash on delivery, 15% of the
respondents were using internet banking, 13% of the respondents were using debit/credit
card and 10% of the respondents were using other mode of payment.

CHARTS 4.16 RESPONDENT'S ADOPTED MODE OF PAYMENT

Cash on
delivery

Credit/Debit cards
Internet Banking
Others

42
 TABLE 4.17 LEVEL OF SATISFACTION ON FOOD PACKAGING
LEVEL OF
NO OF
SATISFACTION {IN PERCENTAGE
RESPONDENTS
%}
25% 4
50% 37 37%

75% 46
100% 13 13%

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.17 shows that 75% level of satisfaction attained by 46% of the respondents,
50% level of satisfaction attained by 37% of the respondents, 100% level of satisfaction
attained by 13% of the respondents and 25% level of satisfaction attained 4% of the
respondents.

CHART 4.17 RESPONDENT'S LEVEL OF SATISFACTION ON

FOOD PACKAGING

25%
50%
75%
100%

43
 4.18 OVERALL EXPERIENCE TOWARDS ONLINE FOOD
ORDERING
NO OF
PARTICULARS PERCENTAGE
RESPONDENTS
I (lowest) 1 1%

4%

36

49 490/6

5 (highest) 10

TOTAL 100 100%

Source : Primary Data - Questionnaire

INFERENCE
Table 4.18 shows that 49% of the respondents rated 4 for overall experience, 36% of the
respondents rated 3, 10% of the respondents rated 5, 4% of the respondents rated 2 and 1% of
the respondent rated I for overall experience of food ordering.

CHART 4.18 RESPONDENT'S OVERALL EXPERIENCE TOWARDS

ONLINE FOOD ORDERING

44
CHI-SQUARE ANALYSIS

The Chi-Square test is a statistical procedure used by researchers to examine the

differences between categorical variables in the same population. The Chi-Square test is most
useful when analysing cross tabulations of survey response data. Because cross tabulations
reveal the frequency and percentage of responses to questions by various segments or categories
of respondents (gender, profession, education level, etc.), the Chi-Square test informs
researchers about whether or not there is a statistically significant difference between how the
various segments or categories answered a given question. First, Chi-Square only tests whether
two individual variables are independent in a binary, "yes" or "no" format. Chi-Square testing
does not provide any insight into the degree of difference between the respondent categories,
meaning that researchers are not able to tell which statistic (result of the Chi-Square test) is
greater or less than the other. Second, Chi-Square requires researchers to use numerical values,
also known as frequency counts, instead of using percentages or ratios. This can limit the
flexibility that researchers have in terms of the processes that they use.

45
 4.19 TABLE SHOWING CROSS TABS

HO: There is no significant difference between the gender and the meal ordered frequently.
HI: There is a significant difference between the gender and the meal ordered frequently.
GENDER * MEAL ORDERED FREQUENTLY

Gender

Meal ordered frequently Male Female Total

Breakfast
1 1
Lunch 20 9 29
Dinner 23 17 40
Snacks and Others 11 19 30

Total
55 45 100

CHART 4.19 CHART SHOWING FACTORS INFLUENCING THE

CONSUMERS TOWARDS ONLINE FOOD ORDERING

46
 4.20 TABLE SHOWING CHI SQUARE TEST
Asymp. Sig.
Value df (2-sided)

Pearson Chi-Square
7.279 3 .064

Likelihood Ratio
7.726 3 .052

Linear-by-Linear
Association 6.935 1 .008

N of Valid Cases
100

INFERENCE
Since the calculated value (0.064) is more than (0.05) at 5% level of significance null
hypothesis is accepted. So, there is no significant difference between the gender and the meal
ordered frequently.

TABLE 4.21 TABLE SHOWING CROSS TABS

HO: There is no significant difference between the employment status and the monthly amount
spent on ordering food.

HI: There is a significant difference between the employment status and the monthly amount
spent on ordering food.
EMPLOYMENT STATUS * MONTHLY AMOUNT SPENT ON
ORDERING FOOD
Monthly amount spent on
ordering food Employment Status

Employed Unemployed Total

Less than Rs.500 9 29 38

Rs.500 - Rs.1000 18 33 51
Rs.1000 - Rs.5000 8 3 11

Total 35 65 100

47
 4.22 TABLE SHOWING CHI SQUARE TEST

Asymp. Sig.
Value df
(2-sided)
Pearson Chi-Square
9.023 2 .011

Likelihood Ratio
8.772 2 .012

Linear-by-Linear
Association 7.449 1 .006

N of Valid Cases 100

INFERENCE
Since the calculated value (0.011) is less than (0.05) at 5% level of significance null
hypothesis is rejected. So, there is a significant difference between the employment status and
the monthly amount spent on ordering food.

48
 CHAPTER-5
FINDINGS

GENERAL FINDINGS

By applying percentage analysis, the following inference were identified:

55% of the respondents were male.
43% of the respondents were below the age group of 20.
62% of the respondents were under graduates.
65% of the respondents were unemployed.

77% of the respondents were unmarried.

59% of the respondents earning an annual family income of less than 2 lakhs.
69% of the respondents were from urban area.
48% of the respondents came to know about online food ordering through
advertisements.
50% of the respondents were ordering food once in a month.
53% of the respondents were ordering both vegetarian and non-vegetarian food.
40% of the respondents were ordering food for dinner.
47% of the respondents were ordering food through Zomato.
51% of the respondents spent between Rs. 500 - Rs. 1000 in a month for ordering food
through online.
57% of the respondents opined that service provided was good while ordering the food
through online.
49% of the respondents opined that the price was average while ordering food through
online.
62% of the respondents were using cash on delivery while ordering the food.
46% of the respondents attained 75% level of satisfaction on packaging of food.
49% of the respondents rated overall experience of online food ordering as 4 .

49
SPECIFIC FINDINGS

By applying chi square test

Chi square test was used for testing the association between two variables.

• For the gender and the meal ordered frequently by the respondents, the calculated
value is 0.064 which is more than 0.05. HI is rejected. So, there is no significant
association between the gender and the meal ordered frequently.

• For the employment status and the monthly amount spent on ordering the food by the
respondents, the calculated value is 0.011 which is less than 0.05. HI is accepted. So,
there is a significant association between the employment status and the monthly
amount spent on ordering the food.

50
 CHAPTER-6
SUGGESTIONS

SUGGESTIONS

The food ordered through online should be delivered on time to the consumers.
The online food ordering platform should make their applications user friendly and
straightforward to use.
It need to be constantly upgrade and optimize their apps to grow rapidly in the
competitive set-up.
It should attempt to build more trust within the consumers who are not ordering
food through online, it can be improved by improving the quality and their
standards.
Offers and discounts are mostly preferred by the consumers and therefore the online
food ordering platform should offer unique discounts.
Respondents faced problems related to technical glitches like website is slow, server
issue while making online payment, difficult to get refund etc., these issues should
be resolved.

51
 CHAPTER-7
CONCLUSION

CONCLUSION

This study aims about the consumer buying behaviour towards online food ordering. In
recent years, technology and smart phone plays more important role in everyone's day to
day life. From the above results and analysis, it can be concluded that majority of the
consumers are youngsters and students.

The study concluded that zomato and swiggy were mostly preferred online food
ordering platforms. The majority of the consumers were influenced by the factors such as
ease and convenience, time saving and offers and discounts. The study concluded that when
compared to physical presence the respondents are satisfied towards online food ordering
services and further improvements has to be made to increase the satisfaction of the
consumers.

52
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 QUESTIONNAIRE
A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS
ONLINE FOOD ORDERING (WITH SPECIAL REFERENCE TO
CHENNAI CITY)
l. Name

2. Gender
Male
Female

3. Age
Below 20
21 -35
36 - 50
Above 50

4. Educational Qualification
HSC
SSLC
Under Graduate
Post Graduate

5. Employment Status

• Employed
• Unemployed

6. Marital Status
Married
Unmarried

7. Family Annual Income

 Above

8. Area
Rural
Urban

9. How did you came to know about online food ordering?

Friends
Relatives

Advertisements

Others

10. How often do you order food through online?

Daily
Weekly once
Once in a fortnight
Monthly

l l . Which food will you order more through online?

Vegetarian

Non-Vegetarian

Both

12. Which meal do you order frequently using online food delivery app?
Breakfast
Lunch
Dinner
Snacks and Others
13. Which food ordering application will you prefer?
Swiggy
Zomato
Food panda
Others

14. How much do you spent for food ordering in a month?

Less than Rs.500

Rs.500 - Rs.1000
Rs.1000 - Rs.5000
More than Rs.5000

15. How do you feel about the services provided while delivering the food?
Excellent
Good

Satisfactory

Poor

16. How do you feel about the price while ordering the food through online?
Reasonable price
Average price
Higher price

17. Which mode of payment will you use for ordering food through online?
Cash on delivery
Credit/Debit cards
Internet Banking
Others

18. How much did you satisfied with the packaging of food while ordering food through
online?

25%
50%
 75%
100%

19. Rate the factors that influences you to order food through online

Strongly Agree Neutral Disagree Strongly

agree disagree

Ease and
Convenience

Faster delivery

Quality of food

Offers and discounts

Choice of restaurants

Time-saving

20. Rate your overall experience towards online food ordering.

Lowest

1
2
3
4
5
Highest