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A STUDY ON CONSUMERS PERCEPTION ON ONLINE FOOD ORDERING

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Abstract

The recent growth of the Internet has boosted the e-commerce businesses in countries

such as India. People who want food delivered to their door will now do so using online food

delivery sites thanks to the advancements in e-commerce. While consumers enjoy eating out,

they find it very convenient to order food online because it removes the need for them to

physically visit restaurants. The primary goal of this study was to examine consumer perceptions

of online food ordering services. We decided to research consumer perceptions of online food

ordering in order to fully understand what factors have played a dominant role in attracting

consumers in developing countries like India. This research article specified two study goals.

The first was to determine the reasons that affect a customer's decision to buy food online, and

the second was to learn about the customer's preferences for online food ordering services. A

survey was conducted to collect knowledge in order to accomplish these goals. The results of the

survey were used to better explain people's attitudes about online food ordering. It demonstrates

how quickly people could find a local restaurant, choose items from the menu, and place their

orders in just a few minutes.

Keywords: (Online Food Ordering, Consumer Perception, E-Commerce, Online Food

Ordering, Online Food Ordering)

1. Introduction

The process of ordering meals from a website or other application is known as online food

ordering. The product can be ready-to-eat food (for ex, directly from a home kitchen, restaurant, or

ghost kitchen) or food that has not been specially prepared for direct consumption. (e.g., vegetables

direct from a farm/garden, fruits, frozen meats. etc.).

For restaurants that sell takeout and delivery, ordering food online is becoming the

trend. Food ordering online is planned to be a cost-effective and flexible mechanism

for meeting the needs of restaurants. The system is also built to be as flexible and

efficient as possible. Customers will be able to go to the company's current website to

search their menu, select whatever they want, and place their orders. The system can

then email or fax the customer's order to the restaurant after they have completed it.

Customers may still schedule days ahead of time using the online delivery system, and

the order will be fulfilled at the agreed time. To avoid a resource failure, the system

was designed to accommodate huge volumes of traffic at the same time.

In comparison to the traditional method of taking orders over the internet, this system

is also versatile in that consumers can position online orders easily with only a

"touch." Since a phone bill is calculated based on the amount of time the phone is on

the line, shopping electronically saves time and money. The structure was built with

the aim of catering to all of the customers' needs.

The organization could save money on labor costs for the online order system because

less employees are required to operate the website rather than people running a

restaurant. There will be less mistakes on orders and miscommunication with

consumers and the individual taking orders with the internet. It also offers prompt

support. Prior to completion, the programme reviews all food orders and corrects any

human mistakes. In addition, the registration of internet visitors is used to build useful

advertisement campaigns using this method.

Factors Driving Online Food Ordering business:

a. User interface as well as application design

b. Interactive meals from a variety of eateries

c. Assuring safety

d. Establishing a safe payment method

e. Using maps to measure distances

f. Service and delivery time estimation

g. Food Packaging and Transported

Advantages and disadvantages of Online food ordering:

Advantages:-

 It's the ideal virtual marketplace because it includes both customers and

eateries.
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 Customers have ample freedom to order their meals when they want to eat and

just when they want to eat.

 On the restaurant level, all of the required information is provided to the client

to avoid any trouble, such as the time of opening, menu, pricing, and special

offers, among other things.

 Restaurants can cut their costs of serving at their doorstep and keeping more

guests than they need if they do it this way.

 If and resources allow, a restaurant may serve more customers with fewer

employees.

 • Customers assess their restaurants online, thus rapid meal delivery with high

quality food testing is a must.

Disadvantages:-

 Customers don't stick with the same restaurant since they have other options for

the same menu.

 Logistic is a bigger difficulty than food quality 90% of the time.

 Customers who can't personalize their meal can't provide their recommendations

to the chef in person.

2. LITERATURE REVIEW:-

According to Serhat Murat Alagoz & Haluk Hekimoglu (2012), e-commerce is

rapidly expanding throughout the world, as well as the food sector is also

growing steadily. They employed the Technology Acceptance Model (TAM) to

study the acceptance of an online food ordering system in this research paper.
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Their findings revealed that people's attitudes toward online food ordering varied

depending on the simplicity and usefulness of the process, and also their

innovativeness with regard to information technology, their trust in shops, and

various external influences.

Dr. Neha parashar (2017) undertook “Consumer perceptions and attitudes toward

digital food app services was investigated. ” The survey method was used for

primary data, while newspapers, periodicals, and journals were used for

secondary data. A total of 129 samples of various size have been collected. This

research has found that while special applications are a convenient way for

customers to place orders and for businesses to attract more customers, the ease

of use must be emphasized. The respondent's preferred method of payment is

cash on delivery, which is also in the growth stage.

Rastogi (2017) in the research paper on „ dimension of consumer protection in E

commerce“ examined the current legal safeguards available to consumers when

trading on the internet, as well as the study's focus on loopholes in the E

commerce system in providing consumer protection, and suggested legal

remedies that should be implemented by governments and non-governmental

organisations.

Ashish Rathod (2018) examined about, “We built a food finder-mobile meal

ordering application using a descriptive method. In comparison to the existing

approach, the suggested online restaurants system saves time and eliminates

mistakes, requiring a sample size of 180. The suggested method would entice

customers while also include deals on food goods, allowing businesses to expand
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their online market. The restaurant's meal ordering application can also manage

billing, making it a modern method to expand a business through E-commerce.

The concept of sophisticated e-restaurants can be further developed in the future

with the help of a GPRS-enabled module.

A study of consumer behaviour towards food ordering throughmobile apps

byDr.BagirathiIyer – (2019 According to the findings of the study, 80 percent of

respondents had used a smartphone app to order meals. As the number of mobile

phone users grows, so does the use of online meal ordering apps. According to

the study, young people, professional people, and single people are more likely to

purchase food online. In comparison to females, men order meals more

frequently. Users' income or educational qualifications have no impact on their

ability to buy food online. It was also discovered that 71.3 percent of those polled

prefer to buy supper online. The majority of participants, 31.5 percent, prefer to

order North Indian cuisine, while the remainder choose other cuisines. The

sample size was 279, and the population of Pune was used.

The Consumer Perception on Online Food Delivery System Among Youth in

Kerala by Ms. Ardhana M Prabhash – (2020) According to the study, people are

increasingly ordering meals online due to the low cost of internet access and the

increased usage of mobile phones. According to the survey, young people are

more conscious of internet services. Offers are more appealing to people. The

study also reveals that Swiggy is used by the majority of respondents, while

Potafo is used by the least People are also ordering food online because both men
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and women work, according to the author. It was also discovered that 66% of

respondents are from metropolitan areas and 34% are from rural areas, implying

that rural people have begun to value online food ordering. Many people are still

hesitant to purchase food online due to their concern about online payment. The

author also stated that the trend of food ordering has changed due to changes in

consumer lifestyles and innovations in internet activity. The sample size was 250,

and the population was drawn from Kerala.

3. RESEARCH METHODOLOGY

Problem Statement – “In India, there is a high level of consumer awareness of

online food ordering and delivery.””

A. OBJECTIVES OF THE STUDY:-

3.1. Primary Objective:-

Consumer perceptions of internet meal delivery services will be investigated.

3.2. Secondary Objective

 To determine what factors impact consumers' decisions to use online meal

delivery services.

• To determine which online food delivery service site people prefer.

• To determine what variables prevent customers from using online food delivery

services.

B. Data collection
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Primary data was collected from 50 respondents who volunteered themselves and

were asked to fill the forms related to their online food ordering and delivery

procedure. The sample was chosen using a non-probability sampling method

called connivance sampling.

Secondary data was provided from online journals as well as other research

publications.

C. Data analysis and interpretation Questionnaires were circulated via Google

form. For a more thorough comprehension of the research, the data was

statistically analysed in terms of percentages and shown in the form of bar graphs

and pie charts.

The respondents were asked to answer the questions which are as under:
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4. Interpretation:

1. The above data reveals shows that 78% people are the age group of 18-25 who order

food online.

2. The above data reveals that more than female respondent male respondents represent the

sample size voluntarily in gathering information about online food ordering.

3. The above data reveals that 80% student are ordering food online and 8% employee are

ordering food online.

4. 98% of the people accept that they are aware of ordering food online and 52% engage

themselves at occasionally to order, but 30% of people order once in a week at least.

5. Since internet has become the ease of commerce, ordering food online has become very

simple, people prefer to order at their convenient place from the above analysis it reveals

that people order food through the online service providers with based mobile apps most

popularly then followed by ordering on website and direct order from restaurant.

6. The amount what the customer spend on online order to the maximum varies from 200 to

500 and more, from the analysis it reveals that 68% of people would spend 200-500 per

order.

7. There are many service providers who act as a medium in between customer and food

restaurants who operate on internet mode and consumers choose them based on the on

time delivery which they provide to the consumers most preferably and also choose on

the basis of ease to delivery and discounts and offers.

8. In case of any problem which arise in online food ordering or delivery system 76% of the

consumers firstly would wish to complaint the service provider for immediate remedy
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and also accept that their problems are being sorted out by them properly and some cases

the customer is not satisfied with the service provider solution.

9. Consumers accept that they are aware of their rights and duties but more than 51%

people will think about to redressal agency for sorting their problem.

5. Conclusion

The consumer's perspective of online meal ordering differs from person

to person, and it is influenced to some part by the availability of

adequate connectivity and exposure to online food services. The

consumer's impression differs depending on numerous similarities and

differences based on their personal viewpoints. According to the survey,

most young people are connected to online meal ordering, and hence

older individuals do not utilise these online services as much as younger

people. The survey reveals that young people are more likely to utilise

online meal ordering services. The survey also found that product prices,

discounts, and special offers had the greatest impact on online food

ordering. The convenience factor is the second most influential element,

while on-time delivery is the third most influential aspect. The survey
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found that respondents prefer to order on a sporadic basis, with snacks

being the most popular meal type, followed by supper. In terms of

culinary preferences, the majority of respondents preferred fast food.

Swiggy or Zomato are used by a large percentage of respondents to

order meals online, according to the survey. It was also shown that a

smaller number of respondents preferred to utilise uber eat.

References

1. Suryadev Singh Rathore, Mahik Chaudhary (2018) „Consumer's Perception on Online

Food Ordering‟, International Journal of Management Studies, Vol. 8, Issue 4, pp 12-17.

2. Adithya R. Abhishek Singh, Salma Pathan, Vaishnav Kanade (2017) „Online Food

Ordering System‟, International Journal of Computer Applications (0975 – 8887) Volume

180 – No.6,pp 22-24.

3. Mandal Shashi (2016) „E-Consumers' Protection in India‟,Global Journal of

Management and Business Research: E Marketing , Global Journals Inc. (USA) Volume

16 Issue 5 Version.

4. Kimes SE (2011) Customer perceptions of electronic food ordering. Cornell Hospitality

Report 11: 6-15.http:// scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=10

69&context=chrpubs.

5. . Dr. Neha Parashar & Ms. Sakina Ghadiyal (2017)i, A Study on Customer’s Attitude and

Perception towards Digital Food App Services, Amity Journal of Management, Jan-2017.
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6. . Soham Trivedi (2018), Consumer Perception about Online Sales of Food in Indian

Consumer Market, Published at the Proceedings of Academics World 99th International

Conference, Paris, France, 25th-26th September 2018.