1 Background of the study

Introduction of Online Food Delivery

Online food ordering is the process of food delivery or takeout from a local restaurant or food
cooperative through a web page or app. Much like ordering consumer goods online, many of
these services allow customers to keep accounts with them in order to make frequent ordering
convenient. A customer will search for a favorite restaurant, usually filtered via type of
cuisine and choose from available items, and choose delivery or pick- up. Payment can be
amongst others either by credit card, debit card, online payment or cash, with the restaurant
returning a percentage to the online food company.
The e-services market segment Online Food Delivery contains the user and revenue
development of two different delivery service solutions for prepared meals:
Restaurant-to-Consumer Delivery
Platform-to-Consumer Delivery
Revenue includes the gross merchandise value (GMV) which is defined as the total sales
dollar value for merchandise/food sold through the Online Food Delivery marketplace.

Figure: 1.1

R
Restaurant-to-Consumer
Delivery
Online food
Delivery Platform-to-
Consumer Delivery

1
Online Food Delivery comprises services which deliver prepared meals and food that was
ordered online for direct consumption. The Restaurant-to-Consumer Delivery segment includes
the delivery of meals carried out directly by the restaurants. The order may be made via
platforms or directly through a restaurant website (e.g. Domino's,).
The Platform-to-Consumer Delivery market segment focuses on online delivery services that
provide customers with meals from partner restaurants that do not necessarily have to offer
food delivery themselves. In this case, the platform (e.g. Zomato, Swiggy, Uber eats) handles
the delivery process.

Major Players of Online Food Delivery Marketplace

 Zomato
 Swiggy
 Ubereats

1.2 Needs and Significance of the study

Online food delivery service is gaining its ground and reaching at its peak. With most of the
millennials are preferring to order online, the demand keeps on increasing. There are a lot of
food delivery service providers in online marketing and food can be easily delivered to your
house at any time. This is one of the fastest growing businesses at the moment and a lot of
innovations and improvement can still be made. This study focus on the consumer decision
making variables on Zomato and to create and retain customers though online marketing. Also
to understand the factors influencing consumer’s buying behavior which will help marketers to
sale of product and create focused marketing strategies.

1.3 Statement of the problem

An attempt is being made here to “study on analysis of customer decision making variables on
Zomato”. Now a days the online food ordering is more relevant in this era. So this study is
based on the consumer’s decision making variables on the food ordering through online
marketing.

1.4 Objectives of the study

1. To study the consumer decision making variables regarding Zomato.
2. To evaluate performance and acceptability in terms of security, user friendliness, accuracy
and reliability.
2
 3. To understand consumer behaviour and perception towards Zomato.

1.5 Scope of the study

The study is basically conducted to know how the consumer perceive the online food delivery
services. The perception of consumers may vary under various circumstances. From this study,
we can have a better understanding of the “Online Food Delivery Service Market”. We will
know

about the consumer perception regarding the services they provide in Ernakulam area and we
will get to know the variables affecting their perception. Therefore, these findings may help the
service providers to work upon the variables to fill up the gaps in the mindset of the consumers.

1.6 Limitations of the study

1. The respondents may be biased or influenced by other factors.
2. An interpretation of this study is based on the assumption that the respondents has given
the correct information.
3. The data is collected from 50 respondents.
4. The sample size was limited.
5. Behaviour of many respondents was not co-operative.

1.7 Organization of the study

Chapter 1 - It includes the background, need and significance, objectives, scope and limitations
of the study also the statement of the problem.

Chapter 2 – This includes the literature review for the study reviewed from various authors.

Chapter 3 – This deal with the theoretical aspect in regard to the sales promotion.

Chapter 4 – It deals with the methodology which is done based on primary data.

Chapter 5 – This chapter includes the tables, charts, and interpretations related to the study.

Chapter 6 – It includes the findings related to the analysis.

Chapter 7 – It includes our suggestions based on the findings related to the study.

Chapter 8 – This includes the final conclusion based on the whole study.

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4
(Tran, 14 May 2018): The recent development of the Internet has boosted the extension of
online food services by enabling people to search, compare prices and conveniently access
these services. As of 2016, approximately 95% of the United States population searched for
online food service information at least once, and while in 2015 more than one-third of Asia-
Pacific participants, especially in developing countries, answered that they looked for and
ordered products via the Internet. However, such business raises food safety and hygiene
considerations, particularly in low and middle—income countries where food systems are
heterogeneous and fragmented, with a predominance of small informal food retailers.
Specifically, uncontrolled food processing, packaging and transferring among small online
food retailers can elevate the risk of food contamination and contribute to food poisoning
outbreaks due to the development of several pathogenic bacteria.

(Nguyen, 2018): The research is based on Consumer Preference and Attitude Regarding
Online and the study emphasized that using the Internet in seeking food service information
was a common practice among people living in Hanoi, Vietnam and online interpersonal
influences took a fundamental part. A high percentage of consumers were unconcerned about
accurate evidence regarding food safety in selecting food products on the Internet. The
conclusion of our findings produces practical pieces of advice to consumers buying online
food, to food retailers selling food over the Internet and to the Government of Vietnam to
implement appropriate legislation regarding online food product information.

(Gupta, November 29, 2018): The online food delivery market is segmented into fixed online
food delivery and movable online food delivery. On the basis of cuisine-wise, the market is
segmented into Indian food, fast food, Italian food, and others. On the basis of the business
model, the market is segmented into logistics focused food delivery system, order focused
food delivery system and full-service food delivery system. Full-service food service is useful
for small-scale & independent restaurants. On the basis of food sources, the market is
segmented into grocery stores, restaurants & food outlets and supermarkets etc. In addition, on
the basis of the platform, the market is segmented into the application based and platform
based. The market for online food delivery is mainly driven by rising disposable income.
Changing demographics, increasing penetration of internet & smart-

5
phones, favorable lifestyle changes, young population, consumption levels, a greater share of
women in the workforce, aggressive marketing strategies adopted by food startups and the
convenience of ordering is increasing significantly which led to the growth of the market.
Apart from the advantages some of the challenges include unpredictable demand patterns,
inability to influence external circumstances (traffic, weather & changing demand on a daily
basis), high delivery cost, highly concentrated peaks in ordering during meal- times, limited
delivery times and kitchen operations etc.

(Das, 2018): According to this research, Zomato has gained positive opinion of majority of
the consumers in comparison to other service providers. It is mainly because of their better on
time delivery and better discounts. Zomato has been in the first position in online food
delivery service provider and if it includes the minor improvements, it will sustain its upper
hand in forthcoming future.The factors that encourages consumers the most is Doorstep
Delivery followed by Ease & Convenience. Consumers are mostly influenced when they
receive any Rewards & Cashbacks followed by Location. Most preferred online food delivery
service provider is Zomato followed by Swiggy, The factors that prevent consumers to use the
online food delivery services are Bad Past Experience followed by Influence from
friends/family.

(Pathan, December 2017): According to the proposed system is based on user’s need and is
user centered. The system is developed in considering all issues related to all user which are
included in this system. Wide range of people can use this if they know how to operate
android smart phone. Various issues related to Mess/Tiffin Service will be solved by
providing them a fullfledged system. Thus, implementation of Online Food Ordering system is
done to help and solve one of the important problems of people. Based on the result of this
research, it can be concluded: It helps customer in making order easily; it gives information
needed in making order to customer. The Food website application made for restaurant and
mess can help restaurant and mess in receiving orders and modifying its data and it is also
made for admin so that it helps admin in controlling all the Food system. With online food
ordering system, a restaurant and mess menu online can be set up and the customers can easily
place order. Also with a food menu online, tracking the orders is done easily, it maintain
customer’s database and improve the food delivery service. The restaurants and mess can even
customize online restaurant menu and upload images easily. Having a restaurant menu on
internet, potential customers can easily access it and place

6
order at their convenience. Thus, an automated food ordering system is presented with
features of feedback and wireless communication.

(Mohit kumar, 1 may 2017): Online reviews have an important role in consumer decisions
for purchasing products with one survey reporting that 90 percent of individuals indicated that
positive reviews affected their purchase decisions and 80 percent indicated that negative
reviews affected their purchase decisions (Dimensional Research, 2013). Restaurant reviews
are the most commonly searched topic in online reviews with 67 percent of consumers
searching for reviews about restaurants (BrightLocal, 2013) and 15 percent indicating that
they use online review Web sites every time to search for restaurant reviews (Ghiselli and Ma,
2015). Although online restaurant reviews are important to consumers, there appears to be
limited research on the topic of how restaurant reviews influence consumers to choose to
purchase at restaurants. One study of an anonymous Chinese restaurant review Web site found
that positive reviews and greater number of reviews were associated with increased restaurant
sales while negative reviews were associated with decreased restaurant sales (Lu, et al., 2013).

(Ghadiyali, 2017): With continuous influx of professionals in cities and rapid urbanization of
India the food delivery and restaurant segment is now thriving at a blistering pace. The present
study found a significant relationship between factors considered important while selecting a
food delivery app. And from the analysis it was also found that the facilities offered play a
major role in making a purchase from an app.

(Saini, 2016): This study is based on Customer Perception and Satisfaction on Ordering Food
via Internet, It is found from the study that almost all the respondents have easy access to the
Internet, a major percentage of the respondents buy twice or at least once a week. Most of the
respondents are familiar with ordering food online over 3 years. Overall satisfaction level on
the scale of 5 is 3.69 which mean it is somewhat high on reliability assurance and
responsiveness. The study reveals that penetration of online food ordering services is high.
The student users of these services are well versed with the information available on these
websites and also use help services available online. Raising the service levels could delight
the customer but at the same time create more expectations in the minds of the consumers.
This would require more investment from the company to ensure the desired service level.

7
.
(Ismail, December 2015): The research is all about Key Success Factors of Online Food
Ordering Services, In this study, attempt was made to identify the key success factors that lead
to loyalty in an online ordering environment. Results suggest that online food ordering
companies have to emphasise on information quality, website design, security, privacy and
payment system towards their customers in order to increase the level of web trust and
satisfaction. The service providers could also enjoy continuous recurring revenues from the
loyal customers if they provide efficient delivery, reliable customer service and food quality.
The results of the empirical study provide support for the positive relationships between
website quality and web trust, service quality and satisfaction, web trust and loyalty, and
satisfaction and loyalty.

(Ahmed, December 2015): In this study, attempt was made to identify the key success factors
that lead to loyalty in an online ordering environment. Results suggest that online food
ordering companies have to emphasise on information quality, website design, and
security/privacy and payment system towards their customers in order to increase the level of
web trust and satisfaction. The service providers could also enjoy continuous recurring
revenues from the loyal customers if they provide efficient delivery, reliable customer service
and food quality. The results of the empirical study provide support for the positive
relationships between website quality and web trust, service quality and satisfaction, web trust
and loyalty, and satisfaction and loyalty.

(Jenvild, 2014): According to the research Indian consumers are demanding more take- away
and home-delivery services. There is much unpenetrated scope in this market, and successful
operators should apply the new preferences and trends in an innovative manner when
developing their home-delivery services. Indians are extremely active online, and social media
marketing is very effective for this market. Consumers from all social groups are identifying
with each other under the umbrella of nationalism, Operators have a golden chance to exploit
this phenomenon when attempting a strategy to appeal cross-segments. Indian tastes call for
more experimentation. Consumers experience little difference of outlets, and thus will not
develop brand loyalty without more differentiation in the market. India wants more health and
hygiene. Higher education and increased lifestyles diseases has created awareness of
importance of health. The demands and supplies of “healthy” products will continue to grow
at a fast rate.

8
3.1 Consumer Decision-Making Process

“All marketing decisions are based on assumptions and knowledge of consumer behaviour.”
The consumer behaviour has always been a hot marketing topic, due to the fact that knowing
how and why consumers act in a certain way making their buying decisions helps companies
improve their marketing strategies and be more successful on the market. Thus, a challenge
faced by all marketers today is how to influence the purchase behaviour of consumers in favour
of their products or services. Therefore, the knowledge of buying behaviour sheds the light on
the psychology of how consumers think, feel, argument and select among existing alternatives
(e.g., brands, products, and retailers), also how the consumer’s environment (e.g., culture,
family, media) influences him/her, additionally, how consumer motivation and decision
strategies distinct between products. That’s all lead to understanding – how marketers can
improve their marketing campaigns to more effectively reach the consumer.
The subject of buying decision-making was chosen due to the several reasons. First of all,
every person is playing a role of a consumer and makes a lot of purchase decisions every day.
It is important to understand what is influencing personal buying decisions – is it a
problem/need or a well-thought professional marketing campaign. Besides that, from a
marketer perspective, it is valuable to know this topic in order to effectively target customers,
improve products and services of a company, and understand how customers view products
versus competitors’ products. That is all result in providing value and customer satisfaction,
creating a competitive advantage and enhancing the value of the company.

3.2 Theory background

To start with it is necessary to define the term “consumer behaviour”. Business Dictionary
offers the following definition. “Consumer buying behaviour is the process by which
individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction
of their needs and wants”. Also in many research articles, authors use the next definition.
“Consumer behaviour is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the consumer and society.”

9
3.3 Decision-Making Models

One of the most active academic research spheres in marketing over the past decades has been
behavioural decision theory. Behavioural decision theorists have identified many situations in
which consumers make irrational choices. What all these and other studies emphasise is that
consumer behaviour is very valuable and the context of decisions is really important.
Understanding how these effects manifest in the marketplace can be crucial for marketers. The
work of these and other scholars have also challenged predictions from economic theory and
assumptions about rationality, leading to the appearance of the field of behavioural economics.
In Table 1, the key models are shortly presented starting from 1960 till nowadays.

3.4 Traditional Model of Decision-Making

The traditional model of consumer decision-making process “Five-stage model of the
consumer buying process” (Figure 2) involves five steps that consumers move through when
buying a product or service. A marketer has to understand these steps to properly move the
consumer to the buying the product, communicate effectively to consumers and close the sale.

Belch G. & Belch M. (2009) went further and discussed relevant internal psychological
processes for each stage of the model

1. NEED RECOGNITION
Factors that influence these moments are existence/creation of desired (preferred) status,
availability of information about new status (new products or versions of the products),
related/complementary products for this product may create a need and motives that drive
customer.

2. INFORMATION SEARCH
After the consumer has developed a need/want, he/she starts an information search about the
different alternatives that he/she can purchase to satisfy the need/want. It is the second stage
so-called information search. He/she will look both internally and externally for this
information to help him/her make a decision. An internal information search consists of
utilizing information from memory, such as past experiences with the product/service. An
external information search
10
is asking friends and family about their experiences with acquiring a new product. They can
also research public sources, such as reviews, blogs. Another external information source
would be marketing-controlled sources, such as banners, television ads, brochures, etc. The
buying

decision influenced by different sources is presented.

3. EVALUATION OF ALTERNATIVES
The amount of time dedicated to this step usually depends on the consumer’s past experience
with buying the product, the risk involved and the level of interest. Once consumer created a
set of alternative products to choose from, he/she has created an evoked set. This set consists of
the most preferred alternatives. Once the evoked set has been decided upon, the consumer will
then conduct final research to further shrink his/her choices.

4. PURCHASE
At some point, consumer stops to evaluate evoked set and switches to buying process – fourth
stage: purchase. Once a consumer chooses which brand to buy, he/she must still implement the
decision and make the actual purchase. Also at the beginning consumer may make a purchase
intention to buy a certain product, but don’t close a deal. Additional decisions may be needed –
factors that influence, such as when to buy, where to buy, and how much money to spend.
Often, there is a time delay between the formation of a purchase decision and the actual
purchase, particularly for complex purchases such as automobiles, personal computers, and
consumer durables. For nondurable products, which include many low-involvement items such
everyday goods; the time between the decision and the actual purchase may be short. At this
point, it is critical to hook the consumer in purchase intention and a delay period.

5. POST PURCHASE
On the last fifth stage – post-purchase (satisfaction or dissatisfaction), consumers evaluate and
review the product. Was the product right for the consumer? Did their expectations confirm? If
a customer finds that the product has matched or exceeded the promises made and their
expectations, they will potentially become a brand ambassador influencing other potential
customers in the stage two of their customer journey, increasing the chances of the product
being
purchased again. The same can be said for negative feedback, which is if emerge at the stage
two can restrain a potential customer’s journey towards your product. The moments that matter
on the last stage is to catch the point if the customer is not satisfied.
11
Many of the purchase decisions people make as consumers are based on a habitual or routine
choice process. For many low-priced, frequently purchased products, the decision process
consists of little more than recognizing the problem, engaging in a quick internal search, and
making the purchase. The consumer spends little or no effort engaging in external search or
alternative evaluation (Belch G. & Belch M., 2009). So not all of the stages apply to repeated

products because the person already has preferences and brand loyalty and it considers like
automatic process. Therefore, marketers of products characterised by a routine response
purchase process need to get and/or keep their brands in the consumer’s evoked set and avoid
anything that may result in their removal from it.

3.5 Variations in Consumer Decision-Making

Solomon et al. (2006) characterised the decision-making process as the amount of effort that
goes into the decision each time it must be made. They found it convenient to think concerning
a continuum, which is started by habitual decision-making and ends with extended problem-
solving. Many decisions are in the middle and characterised by limited problem-solving.
consumer decision making process
Extended problem-solving phase is similar to tradition decision-making process described
above. Limited problem-solving is usually more straightforward and simple. People instead use
simple decision rules to choose among alternatives. Habitual decision-making refers to
decisions that are made with little or no conscious effort – to make choices characterised by
automaticity with minimal effort and without conscious control.
Another researcher Armano (2007) has a different non-linear view of the decision process, so-
called “The Marketing Spiral”. The author explains it that the spiral amplifies the more the
consumer engages, from interaction to engagement, to participation, to conversation, to
affinity, to a community. The process of the one cycle may repeat itself adding more cycles to
the spiral. But this model did not receive a lot of attention from other researchers so far.

12
4.1 Objectives of the study

1. To study the consumer decision making variables regarding Zomato.

2. To evaluate performance and acceptability in terms of security, user friendliness,
accuracy and reliability.
3. To understand consumer behaviour and perception towards Zomato.

4.2 Research Design:

Descriptive research design:

This research is descriptive in nature. The descriptive method of research design helps
researchers plan and carry out descriptive studies, designed to provide rich descriptive details
about people, places and other phenomena. The descriptive method often involve extensive
observation and note-taking, as well as in-depth narrative.

4.3 Sources of data

Primary data collection method is used to collect the data. 50 respondents were randomly
selected.

4.4 Primary and secondary data

Primary data is collected by employing a well-structured questionnaire. Secondary data is

used by way of articles, journals, magazines, and websites

4.5 Population of the study

The area which the study was conducted is in Ernakulam district.

4.6 Sample design

Sample size is 50. 50 respondents were randomly selected.

13
 4.7 Sampling technique

For this study random sampling technique is used.it is the basic sampling method assumed in
statistical methods and computations. To collect a simple random sample, each unit of the target
population is assigned a number. A set of random numbers is then generated and the units
having those numbers are included in the sample.

4.8 Data analysis technique

The data collected through the structured questionnaire were coded into excel sheet. The data was
analyzed and tested using graphical tools like charts and diagrams.

14
Table 5.1 Is the food ordered by Zomato found to be hygienic?

Frequency Percent

Extremely
13 26
hygienic
Somewha
32 64
t hygienic
Not at all
5 10
hygienic
Total 50 100

Table 5.1

Chart 5.1 Is the food ordered by Zomato found to be hygienic?

Not at all Extremel

hygienic y
10% hygienic
26%

Somewh
at
hygienic
64%

Extremely hygienic Somewhat hygienic Not at all hygienic

Figure 5.1

Interpretation:

The analysis of respondents’ profile shows that 64% of them find the food ordered by
Zomato is somewhat hygienic, 26% of them find the food extremely hygienic whereas
only 10% find it unhygienic.

15
Table 5.2 Help services of Zomato.

  Frequency Percent

Find it
extremely 21 42
satisfied
Somewhat
27 54
satisfied
Not
2 4
satisfied
Total 50 100
Table 5.2

Chart 5.2 Help services of Zomato

Not satisfied
4%

Find it
extremely
satisfied
42%

Somewhat
satisfied
54%

Find it extremely satisfied Somewhat satisfied Not satisfied

Figure 5.2

Interpretation:

From the above chart it is shown that 54% of the respondents find the help service
provided by Zomato is somewhat satisfied, 42% of them said they are extremely satisfied
with the service quality and only 4% of them said that help service is dissatisfied.

16
Table 5.3 Choice of restaurant

  Frequency Percent

Good
choice
24 48
than
others
Same as
22 44
others
Bad
choice
4 8
than
others
Total 50 100
Table 5.3

Chart 5.3 Choice of restaurant

Bad choice than others

8%

Good choice than

others
48%

Same as others
44%

Good choice than others Same as others Bad choice than others

Figure 5.3

Interpretation:

According to the analysis it came to know that 48% of the respondents find that Zomato
offers good choice of restaurants as compare to other online food delivery service
providers, 44% of them find it same as other player provides whereas 8% find Zomato
provides bad choice of restaurant.

17
Table 5.4 Delivery charge

  Frequency Percent
Low 8 16
Mediu
31 62
m
High 11 22
Total 50 100
Table 5.4

Chart 5.4 Delivery charge

Low
High 16%
22%

Medium
62%

Low Medium High

Figure 5.4

Interpretation:

According to the above chart it is shown that 62% of the people said that they can afford
ordering from Zomato as the delivery charges are economical, 16% of the people said the
delivery charges charged by Zomato is low whereas only 22% said the delivery charges
are high.

18
Table 5.5 Is it risky to share credit/debit card details on Zomato?

  Frequency Percent
Agree 7 14
Disagre
43 86
e
Total 50 100
Table 5.5

Chart 5.5 Is it risky to share credit/debit card details on Zomato?

Agree
14%

Disagree
86%

Agree Disagree

Figure 5.5

Interpretation:

14% of the respondents are agree that it is risky to share credit or debit card details on
Zomato whereas 86% of the respondents disagree with that statement.

19
Table 5.6 Trustworthiness as a service quality of zomato

  Frequency Percent

Strongly
14 28
agree
Agree 19 38
Can’t
9 18
say
Strongly
4 8
disagree
Disagre
4 8
e
Total 50 100
Table 5.6

Chart 5.6 Trustworthiness as a service quality of zomato

Strongly Disagree
8% Strongly
disagree
agree
8% 28%

Can’t say
18%

Agree
38%

Strongly agree Agree Can’t say

Strongly disagree Disagree

Figure 5.6

Interpretation:

With respect to the service quality around 38% of the respondents agree that they trust or
reliable on Zomato, 28% of them said they are highly reliable on the quality of service
provided by Zomato, 18% of the respondents are neutral about the trustworthiness
whereas 16% of the respondents do not trust on Zomato.

20
Table 5.7 Responsiveness as a service quality of zomato

  Frequency Percent
Strongly
15 30
agree
Agree 23 46
Can’t
7 14
say
Strongly
4 8
disagree
Disagre
1 2
e
Total 50 100

Table 5.7
Chart 5.7 Responsiveness as a service quality of zomato

Strongly disagree Disagree

8% 2%
Strongly agree
30%
Can’t say
14%

Agree
46%

Strongly agree Agree Can’t say

Strongly disagree Disagree
Figure 5.7

Interpretation:

According to the above chart it came to know that 46% of the respondents agree that
Zomato have the quality of being responsive, 30% of the respondents said Zomato is
highly responsive in terms of service quality whereas 14% of them are neutral about
responsiveness and 10% of them feels that Zomato is unresponsiveness in terms of

21
service.

Table 5.8 Politeness as a service quality of zomato

  Frequency Percent
Strongly
7 14
agree
Agree 22 44
Can’t
17 34
say
Strongly
2 4
disagree
Disagre
2 4
e
Total 50 100
Table 5.8

Chart 5.8 Politeness as a service quality of zomato

Strongly disagree Disagree Strongly agree

4% 4% 14%

Can’t say
34%

Agree
44%

Strongly agree Agree Can’t say

Strongly disagree Disagree

Figure 5.8
Interpretation:

From the above chart it is shown that 44% of the people agree that Zomato is good in
terms of courtesy and they are satisfied with the attitude and behaviour of them towards
22
the customers, 14% of the people are highly satisfied with the politeness, 34% of the
respondents are neutral about politeness and the rest disagree.

Table 5.9 Communication as a service quality of zomato

  Frequency Percent
Strongly
11 22
agree
Agree 23 46
Can’t
10 20
say
Strongly
4 8
disagree
Disagre
2 4
e
Total 50 100
Table 5.9

Chart 5.9 Communication as a service quality of zomato

Strongly Disagree
Strongly
disagree 4% agree
8%
22%

Can’t say
20%

Agree
46%

Strongly agree Agree Can’t say

Strongly disagree Disagree

Figure 5.9

Interpretation:

46% of the respondents are agree that Zomato is good in imparting or exchanging
information with them, 22% of the respondents feels the same and are strongly agree.
23
20% of the respondents are neutral about it and 10% of them are dissatisfied with Zomato
as far as communication is concerned.

Table 5.10 Competency as a service quality of zomato

  Frequency Percent
Strongly
6 12
agree
Agree 21 42
Can’t
18 36
say
Strongly
2 4
disagree
Disagre
3 6
e
Total 50 100
Table 5.10

Chart 5.10 Competency as a service quality of Zomato

Strongly
StronglyDisagree
disagree 6% agree
4% 12%

Can’t
say
36%
Agree
42%

Strongly agree Agree Can’t say

Strongly disagree Disagree

Figure 5.10

Interpretation:

With respect to the service quality around 42% of the respondents are agree that Zomato

24
has the calibre and is good in terms of competency, 36% of the respondents are neutral
about competency, 12% strongly agree whereas 10% of the respondents feels Zomato is
Incompetent.

Table 5.11 Delivery as a service quality of Zomato

  Frequency Percent
Strongly
15 30
agree
Agree 22 44
Can’t
10 20
say
Strongly
2 4
disagree
Disagre
1 2
e
Total 50 100
Table 5.11

Chart 5.11 Delivery as a service quality of zomato

Strongly
Disagree
disagree
4%2% Strongly
Can’t say agree
20% 30%

Agree
44%

Strongly agree Agree Can’t say

Strongly disagree Disagree

Figure 5.11
Interpretation:

From the above chart it is shown that 44% of the respondents are agree that Zomato is
good in terms of delivery and they are satisfied with Zomato, 30 % of the respondents are
highly satisfied with the delivery services of Zomato and 20% is neutral whereas 6% of
25
them said they are not happy with the quality of delivery services provided by Zomato.

Table 5.12 Freshness of food ordered through Zomato

  Frequency Percent
Strongl
13 26
y agree
Agree 22 44
Can’t
10 20
say
Strongl
y 5 10
disagree
Total 50 100
Table 5.12

Chart 5.12 Freshness of food ordered through Zomato

Strongly disagree
10% Strongly agree
26%

Can’t say
20%

Agree
44%

Strongly agree Agree Can’t say Strongly disagree

Figure 5.12

Interpretation:

As per the above chart it is found that 44% of the respondents are agree that the food they

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get by Zomato is good in terms of freshness. 26% of the respondents are highly satisfied
with the freshness of food delivered through Zomato. Whereas only 10% of the
respondents said they are highly dissatisfied with the freshness of food delivered by
Zomato.

Table 5.13 Quality of food delivered through Zomato

  Frequency Percent
Strongly
14 28
agree
Agree 21 42
Can’t
8 16
say
Strongly
6 12
disagree
Disagre
1 2
e
Total 50 100
Table 5.13

Chart 5.13 Quality of food delivered through Zomato

Disagree
Strongly disagree
2%
12% Strongly agree
28%

Can’t say
16%

Agree
42%

Strongly agree Agree Can’t say

Strongly disagree Disagree

Figure 5.13
Interpretation:

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 From the above chart it is found that 42% of the respondents are agree that the quality of
food ordered by Zomato is satisfactory. 28% of them said they are highly satisfied with
the quality of food they get through zomato.16% of the respondent said they are neutral
as far as the quality of food is concerned whereas 12% of the respondents are highly
dissatisfied with the quality for food delivered by Zomato.

Table 5.14 Website /application easiness of Zomato

Responses
 
N Percent
Speed of
9 18
loading

Ease of
23 46
navigation

Ease of
11 22
search

Logical
sequence 7 14
of order

Total 50 100
Table 5.14

Chart 5.14 Website /application easiness of Zomato

Logical
sequence of Speed of
order loading
14% 18%

Ease of search
22%

Ease of
navigation
46%

Speed of loading Ease of navigation

Ease of search Logical sequence of order

Figure 5.14

Interpretation:

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This chart shows that majority of the respondents are agree that the speed of processing
and loading time in the website and application is high. People are also satisfied with the
easiness of navigation within the website and app. Respondents also feel that it is easy to
search and browse and the content in the website or app is in logical sequence.

Table 5.15 Website/application quality of Zomato

Responses
N Percent
Security 21 42.00%
Payment 11 22.00%
Design 8 16.00%
Informatio
9 18.00%
n
Total 50 100.00%
Table 5.15
Chart 5.15 Website/application quality of Zomato

Information
18%

Security
43%
Design
16%

Payment
22%

Security Payment Design Information

Figure 5.15

Interpretation:

With respect to the quality of website and application majority of the respondents said
they are satisfied with the website quality, security, method of payment, design of the
website and application as well as with the information and content are the factors with

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which the consumers are satisfied and these factors induce them to order from Zomato.

Table 5.16 Occupation

  Frequency Percent

Student 31 62
Service/jo
12 24
b
Housewife 3 6
Business 4 8
Total 50 100
Table 5.16

Chart 5.16 Occupation

Business
8%
Housewife
6%

Service/job
24%
Student
62%

Student Service/job Housewife Business

Figure 5.16

Interpretation:

Above chart shows occupation of the respondents, out of 50 respondents 62 percent are
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students, around 24 percent are doing any service or job, 6 percent of them are housewife
and 8 percent are businessperson.

Table 5.17 Your monthly Income

  Frequency Percent
Up to
27 54
14999
15,000
- 13 26
29,999
30,000
- 8 16
44,999
45000
and 2 4
above
Total 50 100
Table 5.17

Chart 5.17 Your monthly Income

45000 and above

30,000-44,999 4%
16%

Up to 14999
54%

15,000-29,999
26%

Up to 14999 15,000-29,999 30,000-44,999 45000 and above

Figure 5.17

Interpretation:

This chart shows the monthly income, out of 50 respondents 54% people are having
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 Salary less than 15000, 26% are laying between 15,000- 29,999, 16% are having in
between 30,000-44,999, and only 4% of them are having salary above 45,000.

Findings
 Most of them find the food ordered by Zomato is somewhat hygienic, and some of them
find the food extremely hygienic whereas only a few find it unhygienic.
 Most of the respondents responded who uses Zomato to order food online are satisfied
with the help services of Zomato.
 Most of the respondents find that Zomato offers good choice of restaurants as compare to
other online food delivery service providers.

 Majority of the respondents responded that there is no risk in sharing debit/credit card
details with Zomato.

 With respect to the service quality majority of the people are satisfied with the
Trustworthiness, Responsiveness and politeness of Zomato.
 With respect to the service quality most of the respondents agree that Zomato has the
caliber and is good in terms of competency.

 Most of the respondents agree that Zomato is good in terms of delivery and they are
satisfied with Zomato.

 Majority of the people are satisfied with the freshness and quality of food they get
through Zomato.

 Majority of the respondents are agree that the speed of processing and loading time in the
website and application is high. People are also satisfied with the easiness of navigation
within the website and app. Respondents also feel that it is easy to search and browse and
the content in the website or app is in logical sequence.
 With respect to the quality of website and application majority of the respondents said
they are satisfied with the website quality, security, method of payment, design of the
website and application as well as with the information and content are the factors with
which the consumers are satisfied and these factors induce them to order from Zomato.

 Majority of the users are students, and then people in any job or services, and only
few consist of housewife and businesspersons use Zomato.

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  Majority of the people who are using Zomato’s services are having monthly income
up to 15000.

Recommendations

 The help service must be improved, because it take more time to coonect with the
customer care.
 They need to improve their offers in order to compete with their competitors.
 Loading time of the application must be reduced.
 Delivery cost must be reduced since tax also is now included.

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Conclusion

With the advent of e-commerce boom in India, the Indian consumers are to be seen their life
being touched by e-commerce in almost every vertical from online shopping to ticket
bookings, healthcare, etc. One of such verticals is e-food industry, which has very efficiently
utilized the e-commerce platform in the online food review and food ordering business. This is
a vertical, which has brought almost every restaurant in India under a single roof in the hands
of the consumer.
As per the study the consumer’s perception and decision making variables regarding ordering
food from Zomato varies from individual to individual and the perception is limited to a
certain extent with the quality of services, choices of restaurant, quality of food delivered, help
services, quality and easiness of website and application.
The results of this study provide good support for the relationships between consumer
perceptions of service, Product quality, product freshness, easiness of site and their continued
loyalty for the brand Zomato.
Further conclusion drawn from the study are as follows:-

 Trustworthiness, responsiveness, politeness, communication, competency, delivery

are the factors which influence the consumers to order online from Zomato and
majority or the people are satisfied with these factors.

 Efficiency, security and processing of website and application are the factors with
which the consumers are satisfied and these factors makes a positive impact on
consumer decision making while purchasing food online via Zomato.

 The study reveals that mostly the youngsters who are students are attached to the
online food ordering through Zomato and majority of them found the delivery charges
medium.

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REFERENCES

BOOKS
1. Gupta.P. K, (2002). “Service Marketing”, Everest Publishing House, Pune.
2. Gupta.S. L and Pal Sumitra (2002): “Consumer Behavior – An Indian Perspective”,
Sultan Chand and sons, New Delhi.
3. Gupta Santosh, (1999): “Research Methodology and Statistical Techniques”, Deep
Publications, New Delhi.
4. Jha S.M, (2004). “Service Marketing”, Himalaya Publishing House, New Delhi.
5. Southern Economist, 1st October, 2005
6. Business India, 15th July, 2005
7. Business World, 8th November, 2004
8. Kotler Philip. (2002). “Marketing Management”, Prentice Hall of India Private Ltd.,
New Delhi

WEBSITE
1. www.google.com
2. www.zomato.com

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