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Factors influencing The Use of Online Food Ordering Applications in India

Authors: Ayush Gupta, Udit Khorwal, Chetan Panse

Journal: TEST Engineering & Management

Publication date: 2020 May / June

Publisher: TEST Engineering & Management

URL: click here


Abstract:

Digital, online or web-based services are the services which are delivered to the customer through infrastructure based on sharing of information like the internet in many forms that is applications, social media, websites or web pages etc. Smart- phone technology has transformed services from cab booking to food ordering. The ever-developing features on the Internet have amplified the use of e-commerce in different industries in various countries including India. E-commerce development has resulted in development of various food delivery applicationsfor customers who want doorstep delivery of food. Although consumers continue to dine out, they find it easier for them to order food online since it liberates them from visiting the restaurants for their day to day meals. People, particularly the millennial generation, favor the use of mobile applications for ordering food from their preferred restaurant. Many factors influence and impact the online food ordering like discounts, ratings and reviews, ease of use, etc. Food delivery applications or platforms like Food Panda, Fassos, Swiggy, Zomato, Ubereats, etc. are highly popular and customers can get their food delivered at the doorstep without compromising on the food quality and their tight schedules.
In the study, we laid emphasis on analyzing and empirically studying the different factors which persuade the customers to opt for digital food ordering applications and websites. For the purpose of understanding the factors that have the most effect for attracting the consumer, a thorough analysis was done togain insights into the consumer perception of digital food delivery and ordering. The research aims to empirically find the major factors which affect the consumer to get their food delivered using online means and to find out the preferences of the customer regarding the food delivery service provider. To achieve the givenobjectives, an online questionnaire was floated to gather information and statistical inferences were gathered through the factor analysis which successfully helped us to understand the major factors responsible for the use of digital platforms for food ordering. The study therefore has practical applications as it empirically provides the service providers the key factors which the con- sumers look at while ordering food online along with the scope of improvement for further business expansion, thereby helping in designing the business model or the marketing strategy.