MAJOR PROJECT REPORT

on
A Study on Analyzing the Marketing Strategies of Swiggy in Tier 2 & Tier 3 Cities

Submitted in partial fulfillment of the requirements

for the awards of the degree of

Bachelor of Business Administration

To
Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Dr. Madhu Ruhil Name: Kashish Sati

(Assistant Professor) Roll No.: 08513701721

Batch: 2021-2024

Institute of Information Technology & Management

New Delhi-110058
2023-2024
 Certificate

I, Ms. Kashish Sati, Roll No. 08713701721 certify that the Project Report/Dissertation (BBA-312)

entitled “A Study on Analyzing the Marketing Strategies of Swiggy in Tier 2 & Tier 3 Cities” is done

by me and it is an authentic work carried out by me at Institute of Information Technology &

Management. The matter embodied in this project work has not been submitted earlier for the award of

any degree or diploma to the best of my knowledge and belief.

Signature of the Student:

Date:

It is certified that the Project Report/Dissertation (BBA-312) entitled “A Study on Analyzing the

Marketing Strategies of Swiggy in Tier 2 & Tier 3 Cities” done by Ms. Kashish Sati, Roll No.

08513701721 is completed under my guidance.

Signature of the Guide:

Name of the Guide: Madhu Ruhil

Designation: Assistant Professor

Date:

Countersigned

Director/Project Coordinator
i
 Acknowledgement

The success and final outcome of this project required a lot of guidance and assistance from many people

and I am extremely privileged to have got this all along the completion of my project. All that I have done

is only due to such supervision and assistance and I would not forget to thank them.

I respect and thank Madhu Ruhil, for providing me an opportunity to do the project work and giving us

all support and guidance which made me complete the project duly. I am extremely thankful to her for

providing such a nice support and guidance, who took keen interest on our project work and guided us all

along, till the completion of our project work by providing all the necessary information for developing a

good system.

(Student’s signature)

Enrollment No. 08513701721

ii
 Institute of Information Technology & Management, New Delhi

Academic Circular 4/2007

PROJECT WORK METHODOLOGY FOR BBAVI SEMESTER STUDENTS

Objective

1. Students of BBA Semester VI are to carry out a project as part of curriculum. At the end of the
semester the students are to submit a written project report. The objective of this Circular is to standardise
the format of submission of the project report and to lay guidelines to conduct the project including
methodology. This project work is the training for applying theoretical concepts, tools & techniques
to a live situation/problem and writing a Technical Report.

University Scheme for Project

2. As per the syllabi of BBA (Paper codeBBA-314), students of Semester VI are to write a project report
comprising of 6 credits. The project report has two components, viz.

(a) External : Project Viva (60 Marks), where viva on written report
Would be undertaken by an external examiner.
(b) Internal : Conduct &Submission Project Report (40 Marks) It
Involves conduct of study & submission of report, presentations & viva at the Institute.

Scope of the Project

3. It is partly responsibility of the student to find a relevant topic for his/her project. The topic is to be decided in
consultation with the guide allotted to the student. Topic once fixed cannot be changed.The project work would be
based on primary data or secondary data or both. Each student is required to carry out the work and submit the
report individually. ANY PREVIOUS WORK OR BORROWED REPORT WILL BE SUMMARILY REJECTED AND IN ALL
CASES OF REJECTION THE WORK IS TO BE REPEATED AFRESH.STUDENT MUST ENCLOSE PLAGIARISM REPORT OF
THEIR PROJECT TO AVOID DUPLICACY OF WORK.

Proposal

4. The project proposal should be about one/two page long and must be submitted in writing to your respective
guide. The format of the proposal is attached as Appendix A. All students are required to submit the project
proposal by 28th February, 2024

iii
 Final Report
5. The Guidelines for methodology to be adopted for conducting the project are attached as Appendix-B.
The format for compilation of project report is attached as Appendix-C. Project reports are to be
compiled as per laid down guidelines.
Schedule

6. The schedule, various milestones and evaluation methodology is given in the table below.
The schedule is to be adhered to by all the students:

To be Completed Activity Marks Allotted Remarks

by Date
February 12, 2024 Briefing about the project
guidelines to the students.
February 28, 2024 Submission of Project Proposal to 5 Refer Appendix A.
the respective guides &
finalisation of title, objectives,
scope & methodology.
March 8, 2024 Submission of Questionnaire 5 -
(after prior discussion with
Project Guides) and Chapter-1 &
2.
March 30, 2024 Submission of Chapter-3, Data 10
analysis & Interpretation
(Chapter-4) and Chapter-5.
April 15, 2024 First Draft of the report to the Refer Appendix B &
respective guides. C.
April 22, 2024 Submission of Final Report (one .
hard copy in spiral binding) to the
respective guides.

April 29-30, 2024 Internal Presentation and Viva to 20 A power point

the Internal Board of Examiners. presentation of 10
minutes and viva by
each student
May 6, 2024 Submission of 2 copies Final -
Hard Bound Report and CD to the
respective guides.
As Notified by the External Viva before the external 60 Project Viva.
University examiner.
Total Marks 100

Assignment Prepared by Project Coordinator (BBA-VI)

Dr. Madhu Ruhil Dr. Amit Kumar

(Assistant Professor)

Countersigned

Prof. (Dr.) Rachita Rana

Director
iv
 EXECUTIVE SUMMARY

The study, "A Study on Analyzing the Marketing Strategies of Swiggy in Tier 2 & Tier 3

Cities," aims to analyze the marketing strategies employed by Swiggy to establish and grow

its presence in these regions. The study gathered data through a survey of Swiggy customers

in Tier 2 & Tier 3 cities, focusing on key factors influencing customer preferences and the

challenges faced by customers while purchasing from Swiggy.

swiggy, a pioneering entity in India's food delivery industry, has redefined the landscape with

its innovative approach and seamless service. Since its inception in 2014, Swiggy has

experienced phenomenal growth, expanding its reach to become a household name in over

500 cities across the country. Boasting a robust network of delivery partners and an extensive

selection of restaurants, Swiggy has garnered widespread acclaim for its convenience,

reliability, and diverse culinary offerings.

v
 TABLE OF CONTENTS

S.NO CONTENTS PAGE NO.

1. Certificate (s) i

2. Acknowledgement ii

3. Assignment Directive iii

4. Executive Summary v

5. List of figures viii

5. List of Tables x

6. List of abbreviations xii

7. List of symbols xiii

8. Chapter-1 Introduction 1

1.1 Profile of Company 2

1.2 Swiggy Price Range Details 4

1.3 Vision 9

1.4 Mission 9

1.5 Swot Analtsis 10

1.6 PESTEL ANALYSIS 10

9. Chapter-2 Literature Review 15

10. Chapter-3 Research Methodology 19

3.1 Objectives of the study 20

3.2 Sources of Data Collection 20

3.2.1 Primary Data Collection 20

3.2.2 Secondary Data Collection 21

3.3 Sample Size 21

3.4 Samling Technique 21

vi
11. Chapter-4 Data Analysis & Interpretation 22

4.1 Questionnaire Analysis 23

12. Chapter-5 Findings and Conclusion 47

5.1 Findings 48

5.2 Suggestions 50

5.3 Conclusion 51

13. Bibliography 52

14. Appendices 53

vii
 LIST OF ABBREVIATIONS

S.NO. Abbreviations Full Form

1. FDA Food and Drug Administration

2. MRP Maximum Retail Price

3. PESTEL Political, Economic, Social, Technological, Environmental

and Legal
4. R&D Research and Development

5. COA Certificate of Analysis

6. SQF Safe Quality Food

7. QC Quality Control

viii
 LIST OF SYMBOLS

S.NO. Symbol Meaning

1. ‘’ Single quotation mark

2. “” Double quotation mark

3. , Comma

4. . Full stop

5. ? Question mark

6. () Bracket

7. & And

8. % Percentage

9. - Hyphen

10. : Colon

ix
 CHAPTER-1

INTRODUCTION
1.1 INTRODUCTION

Swiggy is an Indian online food ordering and delivery platform. Founded in 2014, Swiggy is

headquartered in Bangalore and operates in more than 500 Indian cities as of September

2021. Besides food delivery, the platform also provides on-demand grocery deliveries under

the name Instamart, and a same-day package delivery service called Swiggy Genie.

Swiggy operates in the business-to-consumer (B2C) segment, focusing on delivering food

from restaurants to individual customers. The company has a strong presence in major cities

as well as Tier 2 and Tier 3 cities in India, catering to the diverse culinary preferences of its

users. Swiggy's business model involves partnering with restaurants to list their menus on its

platform, enabling customers to browse and order food online. The company earns revenue

through commissions on orders placed through its platform.

In 2011, Sriharsha Majety and Nandan Reddy designed an e-commerce website called Bundl

to facilitate courier service and shipping within India. Bundl was halted in 2014 and

rebranded to enter the food delivery market. Majety and Reddy approached Rahul Jaimini,

formerly with Myntra, and founded Swiggy in August 2014

By 2015, Swiggy expanded its food delivery operations from just Bangalore to eight Tier 1

cities across India. At the time, the food delivery sector was in turmoil as several notable

startups, such as Foodpanda (later acquired by Ola Cabs), TinyOwl (later acquired

by Zomato) and Ola Cafe (later closed) were struggling

In January 2017, Swiggy started its cloud kitchen chain called "The Bowl Company". In

November 2017, Swiggy started a kitchen incubator business called Swiggy Access, opening

a network of ready-to-occupy kitchens for its restaurant partners. By 2019, over 1,000

Swiggy Access kitchens were operational, according to a TechCrunch report

In mid-2018, Swiggy was operational in 16 Indian cities, which increased to 500 cities in

2019, matching the scale of rival Zomato

In early 2019, Swiggy expanded into general product deliveries under the name Swiggy

Stores, sourcing items from local stores. In September 2019, Swiggy launched the
2
instant pickup/dropoff service Swiggy Go, allowing customers to

send document or parcel deliveries. In April 2020, it rebranded Swiggy Go as Swiggy

Genie. During the COVID-19 pandemic, it began doorstep delivery of alcohol in the states

of Jharkhand, West Bengal and Odisha

In May 2020, Swiggy laid off 1,100 employees during the COVID-19 pandemic. The

pandemic also resulted in the shut down of more than three-fourths of its cloud kitchens.

In August 2020, Swiggy launched its instant grocery delivery service called Instamart using a

network of dark stores. In early 2021, the company closed Swiggy Stores and expanded its

operations under Instamart

In 20 23, it sold Swiggy Access kitchens to Kitchens in a share-swap deal.

In January 2024, Swiggy laid off 400 employees.

Fig 1.1 A Swiggy delivery partner swapping the battery of his electric scooter

Source-

3
1.2 Different ranges Swiggy offers

1. Food Delivery: Swiggy's primary service is food delivery, offering customers access

to a wide range of restaurants and cuisines. Customers can order food through the

Swiggy app or website and have it delivered to their doorstep.

2. Cloud Kitchens: Swiggy operates its cloud kitchens under the brand name 'Swiggy

Access.' These kitchens host multiple restaurant brands in a single location, enabling

them to reach a wider customer base without the need for a physical restaurant space.

3. Grocery Delivery: Swiggy has expanded its services to include grocery delivery,

allowing customers to order essential items such as groceries, fruits, vegetables, and

household supplies through the Swiggy app.

4. Medicine Delivery: Swiggy also offers medicine delivery services in partnership with

local pharmacies, enabling customers to order prescription and over-the-counter

medicines through the app.

5. Pet Supplies Delivery: In some cities, Swiggy has partnered with pet stores to deliver

pet supplies such as food, accessories, and grooming products.

6. Swiggy Genie: Swiggy Genie is a hyperlocal delivery service that allows customers to

send packages, documents, gifts, and other items to locations within the city. This

service is particularly useful for urgent deliveries.

7. Sweets and Desserts Delivery: Swiggy offers a range of sweets and desserts from

local bakeries and sweet shops, allowing customers to satisfy their sweet cravings.

8. Party Orders: Swiggy provides a platform for customers to place bulk orders for

parties and events, offering a wide selection of dishes from various restaurants.

9. Subscription Services: Swiggy offers subscription services such as Swiggy Super,

which provides free delivery and other benefits to frequent customers.

4
 1.3 VISION

Swiggy's vision is to change the way India eats by providing unparalleled convenience and

reliability in food delivery, making it the go-to platform for ordering food online. This vision

statement embodies Swiggy's commitment to transforming the food delivery experience in

India through innovative technology and exceptional service.

1. Convenience: Swiggy aims to make ordering food online as convenient as possible

for its customers. This includes offering a wide range of restaurants to choose from, a

user-friendly app for easy ordering, and fast delivery services.

2. Reliability: Swiggy strives to be a reliable food delivery platform, ensuring that

orders are delivered accurately and on time. This reliability is achieved through

efficient logistics and a dedicated delivery team.

3. Accessibility: Swiggy's vision includes making food delivery accessible to everyone,

regardless of their location or dietary preferences. This is reflected in the company's

efforts to expand its services to Tier 2 and Tier 3 cities and offer a diverse range of

cuisines.

1.4 MISSION

Swiggy's mission is to deliver the best food from the widest range of restaurants to people's

doorsteps, ensuring a delightful dining experience every time. This mission statement

emphasizes Swiggy's focus on customer satisfaction and its commitment to providing a superior

food delivery service.

1. Quality: Swiggy is committed to delivering high-quality food from the best

restaurants to its customers. This includes ensuring that food is fresh, well-prepared,

and meets the highest standards of quality and hygiene.

5
 2. Variety: Swiggy offers a wide range of restaurants and cuisines to choose from,

catering to different tastes and preferences. This variety allows customers to explore

new culinary experiences and discover new favorite restaurants.

3. Customer Satisfaction: Swiggy's mission is to ensure that every customer has a

delightful dining experience when ordering through its platform. This includes

providing excellent customer service, resolving any issues promptly, and continuously

improving its services based on customer feedback.

4. Innovation: Swiggy is committed to innovation in the food delivery industry,

constantly seeking new ways to improve its services and enhance the customer

experience. This includes leveraging technology to streamline the ordering and

delivery process and introducing new features and services to meet customer needs.

5. Community Impact: Swiggy aims to have a positive impact on the communities it

serves by supporting local restaurants and businesses, creating employment

opportunities, and contributing to the local economy.

1.5 SWOT ANALYSIS

Strengths-

1. Strong Brand Presence: Swiggy is one of the most recognized brands in the online

food delivery industry in India, known for its reliability, convenience, and wide

range of restaurant choices.

2. Wide Range of Restaurant Choices: Swiggy offers a diverse range of food options

from thousands of restaurants, catering to different tastes and preferences. This

extensive selection sets Swiggy apart from its competitors and attracts a large

customer base.

3. Efficient Delivery Network: Swiggy has built a robust and efficient delivery

network, ensuring that orders are delivered accurately and on time. This reliability

6
 has helped Swiggy maintain a loyal customer base and gain a competitive edge in the

market.

4. Technology-driven Platform: Swiggy's platform is powered by advanced technology,

enabling features such as real-time order tracking, secure payment options, and

personalized recommendations. This technology-driven approach enhances the

overall customer experience and sets Swiggy apart from traditional food delivery

services.safely deliver pizzas every day, because we believe in giving back to the

communities that support us.

Weaknesses-

1. Reliance on Third-party Restaurants: Swiggy's business model relies on partnerships

with restaurants to list their menus on its platform. This reliance on third-party

restaurants can sometimes lead to operational challenges, such as issues with quality

control and inconsistent service standards.

5. Operational Challenges: Swiggy faces operational challenges in certain areas, such

as traffic congestion, delivery logistics, and restaurant coordination. These

challenges can impact the quality of service and lead to customer dissatisfaction.

Opportunities-

1. Expansion into New Markets: Swiggy has the opportunity to expand its operations

into new markets within India and potentially in other countries. This expansion

could help Swiggy tap into new customer segments and increase its market share.

2. Introduction of New Services: Swiggy can explore new service offerings, such as

subscription-based models, meal kits, or partnerships with grocery stores. These new

services could help Swiggy diversify its revenue streams and attract more customers.

7
Threats-

1. Competition from Other Food Delivery Platforms: Swiggy faces intense competition

from other food delivery platforms in India, such as Zomato, Uber Eats, and Amazon

Food. This competition can lead to price wars, loss of market share, and reduced

profitability.

2. Regulatory Challenges: Swiggy operates in a highly regulated industry, with

regulations governing food safety, delivery logistics, and online transactions.

Regulatory changes or challenges could impact Swiggy's operations and profitability.

8
 1.6 PESTEL ANALYSIS

1. Political Analysis

a) Government Regulations: Swiggy operates in a highly regulated industry, and

compliance with local regulations regarding food safety, licensing, and taxation is

crucial. Changes in regulations can impact Swiggy's operations and may require

adjustments to its business practices.

b) Government Policies: Government policies related to digital infrastructure,

entrepreneurship, and economic development can create opportunities or challenges

for Swiggy. For example, policies that promote digital payments or improve

infrastructure can benefit Swiggy's operations.

2. Economic Analysis

a) Income Levels: The income levels in Tier 2 & Tier 3 cities can influence consumer

spending on food delivery services. Swiggy needs to consider the affordability of its

services and pricing strategies to cater to the local economic conditions.

b) Cost of Living: Variations in the cost of living can affect Swiggy's pricing strategy

and profitability in these cities. Swiggy may need to adjust its prices to remain

competitive while ensuring profitability

3. Social Analysis

a) Cultural Factors: Understanding local food preferences, dietary habits, and

cultural norms is crucial for Swiggy to tailor its marketing strategies and menu

offerings. Swiggy may need to collaborate with local restaurants to offer dishes

that are popular in these regions.

b) Health and Wellness Trends: Increasing awareness of health and wellness may

influence consumer preferences for healthier food options. Swiggy can

9
 capitalize on this trend by offering a variety of healthy food choices and

partnering with health-conscious restaurants.

4. Technological Analysis

a) Digital Infrastructure: The availability and quality of digital infrastructure, including

internet connectivity and smartphone penetration, are critical for Swiggy's

operations. Swiggy relies on technology for order processing, delivery tracking, and

customer engagement, making digital infrastructure a key enabler of its business.

b) Technology Adoption: Swiggy's ability to leverage technology for efficient order

processing, route optimization, and customer service can give it a competitive edge

in Tier 2 & Tier 3 cities. Swiggy can use data analytics and AI to personalize

recommendations and improve customer experience.

5. Environmental Analysis

a) Sustainability Practices: Growing environmental consciousness among consumers

may drive demand for sustainable packaging and environmentally friendly practices

in Swiggy's operations. Swiggy can adopt sustainable practices to reduce its

environmental impact and appeal to environmentally conscious consumers.

b) Weather Conditions: Weather conditions in Tier 2 & Tier 3 cities can impact the

demand for food delivery services. Swiggy may experience fluctuations in demand

during extreme weather events, such as heavy rains or extreme heat, and may need to

adjust its operations accordingly.

6. Legal Analysis

a) Labor Laws: Adherence to labor laws and regulations regarding the employment of

delivery partners is essential for Swiggy's operations. Swiggy needs to ensure that its

employment practices comply with local labor laws

10
 and that its delivery partners are treated fairly.

b) Regulatory Compliance: Compliance with local laws and regulations related

to food safety, hygiene, and licensing is crucial for Swiggy's operations in

Tier 2 & Tier 3 cities. Swiggy needs to maintain high standards of food safety

and hygiene to comply with regulations and build trust among consumers.

11
CHAPTER-2

LITERATURE

REVIEW

12
A. LITERATURE REVIEW

Swiggy, India's leading food delivery platform, has rapidly expanded its operations to Tier 2

& Tier 3 cities, capitalizing on the growing demand for online food delivery services in these

regions. This literature review explores the marketing strategies employed by Swiggy to

establish and grow its presence in Tier 2 & Tier 3 cities, focusing on key themes such as

market penetration, customer acquisition, and brand positioning.

➢ Livemint (2020), Swiggy started in 2014, and made a late entry into a vast market,

and the only competition was Zomato, which was the leader of the food tech industry.

Within 4 years, Swiggy has joined an elite list of start-ups, and their competition with

Zomato is so severe and intense at present that the latter is investing in hundreds of

crores to catch up with Swiggy.

➢ Visakhapatnam News, (2020), The Indian online food industry is expected to grow

up to $12.3 billion by 2023. The global growth is 9.01%, the online food delivery

market in India is growing at a rate of 15%. Swiggy has sales of $1.5 billion, whereas

Zomato is at sales of $800 million. Jointly both the companies have delivered 96

million orders from April 2017 to March 2018.

➢ Inc42 Media (2020), India holds the record for being one of the youngest populations

around the world with the average age standing at 27 years. The combination of a

young demography and disposable income has increased the demand for new-age

platforms like food apps. This has resulted in impulsive purchasing power because the

willingness to try new products or services is high, thus leading to the growth of food

apps. Overall, the author has stated about the growth of food apps in India, how

Swiggy and Zomato has started and changed the consumers perceptions complete.

➢ Dirsehan, T., & Cankat, (2021), tested how the usage of mobile food delivery apps

affects customer satisfaction and its impact on the brand satisfaction and loyalty of

13
 restaurants. Their study focused mainly on the outcomes of the usage of mobile apps

and not the scope of antecedents of customer satisfaction. Based on this past research,

this study aims to address the gaps by investigating how the website quality, service

quality, price, and convenience affect customer satisfaction towards the mobile food

delivery apps during the COVID19 pandemic in Malaysia.

➢ S.Kamakshi (September 2016) Conducted a Study on the topic “Consumer

Perception and behaviour towards fast food a study with reference to Chennai city.”

The major findings were that consumer of fast food are health conscious and they do

not have emotional attachment for fast food products. And the consumers consume

fast food not only because of the taste, price, offers, and discounts rather they consider

the Quality, health and hygiene factors of the fast food.

14
 CHAPTER-3

RESEARCH

METHODOLOGY

15
3.1 Objectives of Study

1) Data To investigate the marketing strategies implemented by Swiggy to establish and

consolidate its presence in Tier 2 and Tier 3 cities.

2) To identify the key drivers of consumer adoption and retention for Swiggy in these

markets.

3) To assess the competitive landscape and market dynamics specific to Tier 2 and Tier 3

cities, including the presence of local competitors.

4) To evaluate the role of technology and innovation in Swiggy’s marketing strategies to

enhance customer engagement and satisfaction.

5) To examine the logistical challenges and operational constraints faced by Swiggy in

delivering seamless service in Tier 2 and Tier 3 cities.

6) To identify growth opportunities for Swiggy through strategic partnerships,

geographical expansion, or product diversification.

7) To propose recommendations for optimising Swiggy’s marketing strategies and

overcoming barriers to success in Tier 2 and Tier 3 cities.

3.1.1 Primary Data Collection

Primary data is original research that is obtained through first-hand investigation. Primary data

includes information collected from interviews, experiments, surveys, questionnaires. Primary

data is tailored to the needs of the researcher. Primary data is quantitative, focused on numbers

and measurements, or qualitative, as when attitude or opinions are collected and studied.

This study is based on primary data collected through questionnaires, which is quantitative

focused on numbers and measurements.

16
3.1.2 Secondary Data Collection

Secondary data is data collected by someone other than the actual user. It means that the

information is already available, and someone analyses it. Secondary data is research that is

widely available and obtained from another party. Secondary data includes information

collected from publications, journals and internet.

This study is based on secondary data collected through internet (mainly from company’s

website), journals, sample papers etc.

3.2 Sample Size

Sample size determination is the act of choosing the number of observation or replicates to

include in a statistical sample. The sample size for the study is 101. Total questionnaires

distributed to the respondents were 115. Therefore, the response range is 93.3%.

3.3 Sampling Technique

A sampling technique is the name or other identification of the specific process by which

entities of the sample have been selected.

In this study, non-random sampling is used, where the samples are gathered in a process that

does not give all the individuals in the population equal chances of being selected.

Convenience sampling is used in this study, which is a non-probability sampling technique,

where subjects are selected because of convenient accessibility and proximity to the researcher.

17
 CHAPTER-4

DATA ANALYSIS &

INTERPRETATION

18
4.1 Questionnaire Analysis

Questionnaire analysis includes demographic profile of the respondents. Demographic are

characteristics of a population such as gender, age, occupation and income level.

2) Gender

Table no. 4.1 Gender of Respondents

Gender No. of Respondents % of Respondents

Male 36 45%

Female 43 53.8%

Other 1 1.2%

Total 80 100%

Fig no. 4.1 Gender of Respondents

Interpretation: The survey sample consists of 80 respondents, with 36% males (45%), 43

females (53.8%), and 1 respondent (1.1%) preferring not to disclose their gender.

19
 3) Age

Table no. 4.2 Age of Respondents

Category No. of Respondents % of Respondents

18-25 45 56.3%

26-35 21 26.2%

36-45 11 13.7%

46 or 3 3.7%
above
Total 80 100%

Fig no. 4.2 Age of Respondents

Interpretation: Age is one of the most common demographic questions asked in surveys. The

majority of respondents fall within the age range of 18 to 25 years, comprising 56.3% of the

sample. Other age categories have minimal representation, with 26.2% in the 26-35 range,

between 36-45, and above 46 years old. This indicates a predominantly youthful demographic

within the surveyed population.

20
 4) Occupation

Table no. 4.3 Occupation of Respondents

Category No. of Respondents % of Respondents

Student 39 50%

Professional 14 17.9%

Business Owners 14 17.9%

Home Maker 4 5.1%

Retired 7 9%

Total 78 100%

Fig no. 4.3 Occupation of Respondents

Interpretation: The survey reveals that the majority of respondents, accounting for 50%,

identify as students. Professional represent 17.9% of the sample, while the remaining 9% are

categorized as "Retired". Interestingly, there are no respondents classified as Government

Employees or Unemployed within the surveyed population.

21
 5) Frequency of using food delivery services

Table no. 4.4 Using services by Respondents

Category No. of Respondents % of Respondents

Daily 3 3.8%

Several times a week 31 39.2%

Weekly 19 24.1%

Monthly 25 25.3%

Rarely 6 7.6%

Total 79 100%

Fig no. 4.4 Using services by Respondents

Interpretation: The survey indicates that the most common frequency of buying is "several

times a week", with 39.2% of respondents preferring this approach. daily shopping follows,

representing 13.8% of respondents, while 25.3% shop on a monthly basis. Interestingly, 7.6%

of respondents stated that they rarely shop.

22
 6) How often do you use Swiggy for placing food orders?

Table no. 4.5 purchased from by Respondents

Category No. of Respondents % of Respondents

Daily 3 3.9%

Several times a week 18 23.4%

Weekly 24 31.2%

Monthly 23 29.9%

Rarely 9 11.7%

Total 77 100%

Fig no. 4.5 purchased from by Respondents

Interpretation: Among the respondents, weekl purchaces are, with 31.2% of respondents

indicating a preference for it. months, representing 29.9% of respondents, while rarelyaccount

for 11.7%.

23
 7) What factors influence your choice of food delivery service?

Table no. 4.6 factors influencing choice of food delivery service

Category No. of Respondents % of Respondents

Price 10 12.5%

Delivery Time 18 22.5%

Variety of Products 24 30%

Quality of food 15 18.8%

Promotions and 13 16.2%

discounts
Total 80 100%

Fig no. 4.6 factors influencing choice of food delivery service

Interpretation: The majority of respondents, order daily with 12.5% whereas the quality of

food goes by 18.8% the use of promotional and discounts are 16.2%

24
 8) How satisfied are you with Swiggy’s delivery time?

Table no. 4.7 Swiggy’s delivery time satisfaction level

Category No. of Respondents % of Respondents

Very satisfied 11 13.9%

Satisfied 14 17.7%

Neutral 21 26.6%

Dissatisfied 20 25.3%

Very dissatisfied 13 16.5%

Total 79 100%

Fig no. 4.7 Swiggy’s delivery time satisfaction level

Interpretation: The survey suggests that a majority of respondents neutral with the quality of

the services, with 26.6% falling into this category. Those who are dissapointed represent

25.3% of the sample, while 13.9% are very satisfied.

25
 9) Rate your experience with the quality of food ordered via Swiggy

Table no. 4.8 Experience rate for the quality

Category No. of Respondents % of Respondents

Very satisfied 8 10%

Satisfied 17 21.3%

Neutral 25 31.3%

Dissatisfied 20 25%

Very dissatisfied 10 12.5%

Total 80 100%

Fig no. 4.8 experience rate for the quality

Interpretation: The bar represents the diff experience for the quality of the food ordered

where 31.3% re neutral and 12.5% are did satisfied by the food quality. Additionaly there are

10% people who are very satisfied by the quality.

26
 10) How do Swiggy’s prices compare to its competitors?

Table no. 4.9 Price Factors influencing the Respondents

Category No. of Respondents % of Respondents

More expensive 15 18.8%

About the same 55 68.8%

Less expensive 10 12.5%

Total 80 100%

2)

Fig no 4.9 Price Factors influencing the Respondents

Interpretation: The chart depicts that the price primary factors influencing respondents'

purchase decisions that the prices are of the same as the compititors that to 68.8%. Where as

18.8% of people have considered it as more expensive and 12.5% peop

27
 11) How do you usually learn about discounts or offers from Swiggy?

Table no.5 learning about the discount offers

Category No. of Respondents % of Respondents

App notification 34 43.6%

Social Media 15 19.2%

Word of mouth 14 17.9%

Email newsletters 8 10.3%

Do not consider 7 9%
discounts
Total 78 100%

Fig no.5 learning about the discount offers

Interpretation: The above chart illustrates the platform encountered by respondents for

knowing the discounts. While 43.6%% Ge the app notification where 9% of people do not

even consider the discounts, the 10.3% people get to know from the newsletters where as

19.2% people get to know from social media.

28
 12) Have you ever recommended Swiggy to someone else?

Table no. 5.1 Swiggy recommended by the respondent

Category No. of Respondents % of Respondents

yes 55 69.6%%

no 24 30.4%

Total 79 100%

Fig no. 5.1 Swiggy recommended by the respondent

Interpretation: The survey reveals respondents' who have recommended swiggy further.

About 69.6% respondend have recommended swiggy further where as 30.4% respondend

have not.

29
 1) What is your preferred payment method for online food orders?

Table no. 5.2 Payment mode preferred by respondend

Category No. of Respondents % of Respondents

Credit/debit card 6 7.7%

Mobile wallet 14 17.9%

COD 26 33.3%

Net banking 9 11.5%

Total 78 100%

Fig no. 5.2 Payment mode preferred by respondend

Interpretation: The survey highlights respondents' experiences with the different mode of

payment. Here the maximum amount of respondent uses Cash on delivery where as 17.9%

people uses Mobile wallet and 29.5% respondent uses UPI of the cash transfer.

30
 2) Have you used any of Swiggy’s value-added services (e.g., Swiggy Super, Swiggy
Genie)?

Table no. 5.3 Use of Swiggy’s other services

Category No. of Respondents % of Respondents

Yes 43 56.6%

No 33 43.4%

Total 76 100%

Fig no. 5.3 Use of Swiggy’s other service

Interpretation: The survey depicts respondents' perspectives on the use of other swiggy

services likeswiggy super and swiggy genie. Where around 56.6% respondend have used

these services where as 43.4% of people have not used these services.

31
 3) If yes, how would you rate your satisfaction with these services?

Table no. 5.4 satisfaction level of the services

Category No. of Respondents % of Respondents

Strongly Satisfied 3 4.1%

Satisfied 20 27.4%

Neutral 24 32.9%

Dissatisfied 22 30.1%

Strongly Dissatisfied 4 5.5%

Total 73 100%

Table no. 5.4 satisfaction level of the services

Interpretation: The above chart illustrates respondents satisfaction level for additional

services, where 4.1% are strongly satidfied and 5.5% people are dis satisfied. Where as

32.9% people are neutral about the services.

32
 4) How often do you face issues with your orders on Swiggy (wrong order, late
delivery, etc.)?

Table no. 5.5 Issues faced by the respondent

Category No. of Respondents % of Respondents

Very often 8 10.1%

Often 17 21.5%

Sometimes 24 30.4%

Rarely 25 31.6%

Never 5 6.3%

Total 79 100%

Fig no. 5.5 Issues faced by the respondent

Interpretation: The above chart indicates respondents' opinions on the issues faced by the

respondent like wrong order, late delivery. Where as 31.6% respondent have responded rarely

where are 6.3% responend have never faced any issue and 21.5% respondend keep on facing

issue.

33
 5) What is your usual reaction to a problematic order?

Table no. 5.6 Reaction to the problematic orders

Category No. of Respondents % of Respondents

Contact customer 34 43%

services
Ignore and nbot order 20 25.3%
again
Complain on social 14 17.7%
media
Never had a problematic 11 13.9%
order
Total 79 100%

Table no. 5.6 Reaction to the problematic orders

Interpretation: The above chart illustrates respondents' perceptions regarding the rection of

the respondent on the problematic order. Where as 43% respondend contact the customer

services where as 13.9% respondend never had a problematic order.

34
 6) How effective is Swiggy’s customer service in resolving issues?

Table no. 5.7 Measuring the Effectiveness of swiggy in resolving issue

Category No. of Respondents % of Respondents

Very effective 13 16.7%

Somewhat effective 31 39.7%

Neutral 20 25.6%

Not very effective 9 11.5%

Not effective at all 5 6.4%

Total 78 100%

Fig no. 5.7 Measuring the Effectiveness of swiggy in resolving issue

Interpretation: The assessment of the customer assistance at swiggy revolving the issue is

39.7% more effective and 25.6% neutral. There are 11.5% respondent who thinks it’s not

very effective.

35
 7) How often do you check for new restaurants on Swiggy?

Table no. 5.8 Checking Restaurants availability on swiggy

Category No. of Respondents % of Respondents

Daily 9 11.7%

Weekly 26 33.8%

Monthly 17 22.1%

Rarely 19 24.7%

Never 6 7.8%

Total 77 100%

Fig no. 5.8 Checking Restaurants availability on swiggy

Interpretation: The checking of the restaurants availability resonates positively with the

respondent as 33.8% people check restaurants weekly, 22.1% check it monthly, 11.7% people

check it daily and around 7.8% people never check it.

36
 8) How likely are you to switch to another food delivery service?

Table no. 5.9 How likely respondent are to switch to different brands

Category No. of Respondents % of Respondents

Very Likely 14 18.2%

Somewhat likely 23 29.9%

Neutral 23 29.9%

Somewhat unlikely 12 15.6%

Very unlikely 5 6.5%

Total 77 100%

Fig no. 5.9 How likely respondent are to switch to different brands

Around 29.9% respondent are somewhat likely to switch to different platform, whereas

29.9% respondent are neutral and 6.5% respondents are very unlikely to switch the platform..

37
CHAPTER-5

FINDINGS

AND

CONCLUSION

38
5.1 FINDINGS

1) The majority of respondents, (53.8%) predominantly females aged 18-25, are students,

comprising a significant portion of the study.

2) 39.2% of respondents frequently use food delievery services and 31.2% respondent use

swiggy weekly.

3) 30% of the respondent thinks variety of option at swiggy is a plus point

4) The majority of the population are from the tier 2 cities

1. Factors influencing the customers to prefer Swiggy

1) Variety of restaurants and cuisines that are available

2) Convenience of ordering at the home or any other place outside

3) Reliability and timely delivery

4) Promotional offers and discounts that are available along with the funny app

notifications

5) Quality of service

6) Safety and hygiene standards

7) Accessibility in Tier 2 & Tier 3 cities

8) Brand trust and recognition

2. Problems faced by customers while purchasing from Swiggy

a) Pricing was a major factor for, which some respondent found it expensive

b) Nearly 25.3% people were not satisfied by the delivery timings by swiggy

c) Around 25% of respondend were not satisfied by the quality of the food delievered

d) About 9% of the respondent were not aware about the discounts that are being offered

e) Respondent don’t know about swiggy’s value added services like swiggy siper and swiggy genie

39
5.2 SUGGESTIONS

1) Target Student Population: Offer student discounts or special promotions to attract

and retain student customers.

2) Partner with student organizations or colleges for targeted marketing campaigns.

3) Increase Awareness of Value-Added Services: Promote Swiggy Super and Swiggy

Genie through in-app notifications and targeted advertisements.

4) Highlight the benefits of these services, such as faster delivery and exclusive offers.

5) Address Pricing Concerns:Introduce more affordable meal options or combo offers to

cater to price-sensitive customers.

6) Clearly communicate value proposition to customers to justify pricing.

7) Improve Delivery Timings:Optimize delivery routes and increase the number of

delivery partners during peak hours to reduce delivery times.

8) Implement technology-driven solutions to enhance delivery efficiency.

9) Enhance Food Quality:Work closely with restaurant partners to ensure high standards

of food preparation and packaging.

10) Conduct regular quality checks and audits to maintain consistency in food quality.

40
5.3 CONCLUSION

1) Strong Presence Among Students: Swiggy's popularity among students, especially

females aged 18-25, indicates a strong market presence in this demographic.

2) Key Factors Driving Preference: Customers prefer Swiggy for its variety of

restaurants, convenience of ordering, and reliability in timely delivery.

3) Areas for Improvement: Pricing, delivery timings, and food quality are areas where

Swiggy can focus on to enhance customer satisfaction and loyalty.

4) Opportunities for Growth: Targeted marketing to students, increasing awareness of

value-added services, and addressing pricing concerns can help Swiggy expand its

customer base and market reach.

5) Recommendations: Swiggy should consider offering student discounts, promoting

value-added services, introducing affordable meal options, optimizing delivery

operations, and maintaining high food quality standards to improve customer

experience and market position.

41
 BIBLIOGRAPHY
Websites

1. https://www.swiggy.com/ accessed on 20.03.24

2. https://bytes.swiggy.com/tagged/swiggy-research accessed on 20.03.24
3. https://scholar.google.com/ accessed on 22.03.24
4. https://www.researchgate.net/publication/366928348_Consumers_satisfaction_towa
rds_online_food_delivery_app_Swiggy_The_study_special_reference_with_south_
Chennai accessed on23.04.24

Journals

1. https://economictimes.indiatimes.com/tech/technology/food-delivery-companies-see-demand-spike-from-
small-towns/articleshow/83442257.cms?from=mdr accessed on 10.04.24
2. https://www.inspirajournals.com/ accessed on 10.04.24
3. https://www.researchgate.net/ / accessed on 13.04.24
4. https://www.jetir.org/papers/JETIR1904S44.pdf accessed on 15.04.24
5. https://ijrpr.com/uploads/V5ISSUE1/IJRPR22095.pdf

Articles

1. https://thesecretariat.in/ accessed on 22.04.24

2. https://www.posist.com/restaurant-times/trending/online-food-delivery-expands-
business.html

42
 APPENDICES

QUESTIONNAIRE
1) Name

2) Gender:

a. Male

b. Female

c. Others

3) Age Group:

a. Below 18

b. 18-25

c. 26-35

d. 36-45

e. Above 45

4) Occupation:

a. Student

b. Professional

c. Business owner

d. Homemaker

e. Retired

f. Other

5. Frequency of using food delivery services:

a. Daily

b. Several times a week

43
c. Weekly

d. Monthly

e. Rarely

6. How often do you use Swiggy for placing food orders?

a. Daily

b. Several times a week

c. Weekly d

d. Monthly

e. Rarely

7. What factors influence your choice of food delivery service?

a. Price

b. Delivery time

c. Variety of options

d. Quality of food

e. Promotions and discounts

8. How satisfied are you with Swiggy’s delivery time?

a. Very satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

e. Very dissatisfied

44
9. Rate your experience with the quality of food ordered via Swiggy:

a. Excellent

b. Good

c. Average

d. Poor

e. Very poor

10.How do Swiggy’s prices compare to its competitors?

a. More expensive

b. About the same

c. Less expensive

11. How do you usually learn about discounts or offers from Swiggy?

a. App notifications

b. Social media

c. Word of mouth

d. Email newsletters

e. I do not notice discounts or offers

12.Have you ever recommended Swiggy to someone else?

a. Yes

b. No

13.What is your preferred payment method for online food orders?

a. Credit/Debit card

b. Mobile wallet

c. Cash on delivery

45
d. Net banking e. UPI

14.Have you used any of Swiggy’s value-added services (e.g., Swiggy Super,

Swiggy Genie)?

a. Yes

b. No

15.If yes, how would you rate your satisfaction with these services?

a. Very satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

e. Very dissatisfied

16.How often do you face issues with your orders on Swiggy (wrong order, late

delivery, etc.)?

a. Very often

b. Often

c. Sometimes

d. Rarely

e. Never

17.What is your usual reaction to a problematic order?

a. Contact customer service

b. Ignore and not order again

c. Complain on social media

d. I've never had a problematic order

46
18.How effective is Swiggy’s customer service in resolving issues?

a. Very effective

b. Somewhat effective

c. Neutral

d. Not very effective

e. Not effective at all

19.How often do you check for new restaurants on Swiggy?

a. Daily

b. Weekly

c. Monthly

d. Rarely

e. Never

20.What type of cuisine do you most often order via Swiggy?

a. Indian

b. Chinese

c. Continental

d. Fast Food

e. Other

47