Gazdasági Ismeretek | Marketing » Soham Trivedi - Consumer Perception About Online Sales of Food in Indian Consumer Market

Source: http://www.doksinet CONSUMER PERCEPTION ABOUT ONLINE SALES OF FOOD IN INDIAN CONSUMER MARKET SOHAM TRIVEDI Pandit Deendayal Petroleum University (India) E-mail: tsoham98@gmail.com Abstract - The study enumerates the perception towards online trends of food sales that the contemporary consumers hold. Adjacently the study accelerates its claims to the essence of the digital platform and the corresponding influence it projects upon the said perception. In the current scenario of India, people have changed their views regarding the online purchase of food. This growing world of E-commerce and E-businesses have proved to minimize the hassles of acquiring food. Consumer perception is being molded in this age of information and technology and it is being molded into an affirmation towards online food delivery. The growing numbers of food acquired through online medium suggests an upward trajectory of consumers’ dependency on the internet. The study hence looks to inculcate the

essence of food in people’s lifestyle and the ease offered by the online mediums in acquiring it. The study also segregates the subjects by age to understand the consumer index appropriately. The versatility in the age of the subject size and the engagement of each categorization with the online medium will assist the paper in identifying the influence of ease and comfort on acquisition of food which is spread across the Indian population. Keywords - Online, Food, Sales, Consumers in food during meetings to swing the decision in their favor. Indian population is by all accounts in awe of this online food request and delivery choice for the comfort and prompt wellspring of food at home. Moreover, the accommodation of ordering food from your mobile application or web browser has corresponded the idea of ease and comfort to the millennial lifestyle. The requirements for a start-up in food delivery services is much lower against those of food joints and eateries. Because of financial

advantages, more investors are prepared to give their chance, vitality and interests in the ventures committed to delivering food at the doorstep. There is a significant decrease in the expenses of work, supplies and the greatest cost sparing perspective is the requirement for quality land. This is the costliest of all interests in eateries, and with a delivery-centric enterprise, this cost is curbed. Eateries are currently endeavoring to boost their business yield by offering online food delivery services. Home delivery is an exceptionally imperative fixing in this blend. Its no big surprise that eateries of all shapes and sizes, are all competing to get a bit of this pie! Another benefit of this design is that the delivery enterprises keeps client loyalty going solid as well. The part of mobile applications and furthermore web-based arrangement of ordering food cant be undermined now. With more individuals utilizing smart phones, expanding knowledge and access to the Internet, the

fortunes holding up to be procured from the matter of home delivery are only a tick away! Dominos Pizza professes to convey more than 50,000 pizzas every day, and 15,000 of those requests are made online. Fasoos is another well- I. INTRODUCTION: Indian contemporary lifestyle has developed a behavior in acceptance towards the convenient onthe-go food delivery system. It has been observed that the corporate lifestyle has curbed the leisure out of Indians, which is perhaps the reason behind the favorable attitude towards online sources of read to eat food. Needless to say that the companies who can identify the future prospects of this industry will indulge in the business for online food provision. However, the management to serve the demand for this facility would require a huge influx of investment and simultaneously the quality of service. According to a report from RedSeer Consulting Indias online food ordering sector saw a solid growth rate in the quantity of every day orders,

growing consistently at 15 orders between September 2017 to January 2018. The growth has brought about the quantity of requests consistently clocking an average of 400,000 orders during the September quarter. It has additionally instigated players, such as Swiggy, Zomato and Foodpanda, investing in insourcing deliveries. In the September quarter, selfdelivering restaurants developed to 56 in number, for every penny of the aggregate number of requests placed to the food-tech sector in India. In-house deliveries remained at 46 for every penny in the final quarter of 2016.The configuration of home delivery or the takeaways have picked up significantly more customers in areas, for example, shopping centers, workplaces and enormous gathering orders for residential complexes. Individuals missing breakfast while in transit to work, order in. Corporates deem to order Proceedings of Academics World 99th International Conference, Paris, France, 25th-26th September 2018 27 Source:

http://www.doksinet Consumer Perception About Online Sales of Food in Indian Consumer Market known food chain that doles out more than 60,000 requests in a day, and all from their mobile application. Since Dominoes and different players have tied up with the online food service, Zomato, Food panda and have their individual platform for the same, their revenue is projected to double in a couple of years, such is the influence of online platforms of delivery. E-Tailing, which is having a sound nearness online, is extremely encouraging for all delivery-based speedy service eateries (quick service restaurants) contrasted with the incomes created from the commonplace physical arrangement. According to the survey conducted on 150 respondents, there were 97 males and 53 females. 2. Age group 15-24 25-34 35-44 45-54 55 & above Majority of the consumer preferred to buy food online with maximum number of males buying it online and highest number of people purchasing food online fallen in

the category of 15-24 meaning the young population of India is more interested in online sales of food. II. RESEARCH METHODOLOGY: A primary research was carried out in order to find the data. A total of 150 respondents were selected and were to asked to fill up form related to their online purchase of food and their frequency of the purchase and the amount they were willing to spend on it. Sample was selected from those who volunteered to be a part of the study. Convenience sampling plan was used, which is a nonprobability sampling method. 3. With the growing awareness about the different types of food applications, people prefer to buy from the most popular application or website in the Indian market. Currently, in the Indian market the most booming applications used for online purchase of food are Zomato, Swiggy, Uber eats, Foodpanda. Amongst which the maximum number of people prefer to use Zomato with 80.8% followed by Swiggy with 483% and Uber eats with 15.9% as per the survey

conducted 4. Most of the people spent500-1000 INR purchasing food online and were satisfied with value of money for the product with fast food being the most preferred choice of food for consumer to purchase online. Consumers were somewhat satisfied with the online sales of food. 5. Mobile phone were recorded as the most used device to order food online, making it very easy for the consumer to order anywhere, anytime. While highest number of consumers preferred to buy it thrice in a month. 6. In the Indian market people still prefer to purchase food in the conventional way i.e, by going and eating at a restaurant. According to the survey conducted, people were asked about the different preferences of buying food i.e online vs offline in different food categories. Following are the people’s choice and preferences of buying food online vs. offline : III. REVIEW OF LITERATURE:  H.S Sethu and Bhavya Saini in their paper titled ‘Customer Perception and Satisfaction on Ordering Food

via Internet’ (with special reference to manipal university) states that online food purchasing helps the students in managing their time better. It relieves the students from spending time to go to their desirable food joint at any point of time, but at the same time providing a venue where their favoured food reaches them. 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.  Vijayasarathy (2004), in his research used a sample of 281 consumers to test a model of consumer intention to use online shopping. The study discovered similarity, handiness, usability, and security to be noteworthy indicators of attitude towards online shopping, however protection was most certainly not. Another finding demonstrated that expectation to use online shopping was firmly influenced by attitude toward online shopping, standardizing convictions, and self-viability. a. Amongst the 150

respondents 130 people prefer to buy Fast food online whereas the rest of them still prefer to buy it offline making it the most preferred category to buy food online in comparison to the rest other categories. b. The second food category was Indian food where maximum people with the number of 93 out of 150 prefer to buy food offline i.e going to the restaurants and eating the food. c. The least preferred food category to buy online was Non-Vegetarian food with only 51 people liking to buy it online. IV. FINDINGS: 1. Gender Male Female 87 14 33 14 2 97 53 Proceedings of Academics World 99th International Conference, Paris, France, 25th-26th September 2018 28 Source: http://www.doksinet Consumer Perception About Online Sales of Food in Indian Consumer Market d. Next category of food was Fixed lunches/Dinner with 71 people preferring to buy it online and whereas the others preferred to buy it offline. e. Last food category was Desserts where 59 people preferred to buy it online

making it the second least category of food to be ordered online. 7. According to the survey, the most preferred mode of payment for food purchasing was Cash on Delivery with 78.8% whereas the least preferred mode was Net banking with only 11.9% While the other preferred modes were Credit/Debit card with 39.1% followed by Digital wallet market. With the online facility available on mobile devices make the trend being set at a much higher pace. The variety of population indulging in this behaviour is also alarming, with a number of youth on one end and adults above 55 years of age on the other. This suggests the versatility of the population on this medium. Undeniably, it is the online medium that is the trend setter in this case. The perfect example of “easy made easier” is what this can be called. CONCLUSION: [1] REFERENCES: Users were significantly interested in online ordering, especially the young population of India. In the Indian market people still prefer to buy food in

the conventional way that is by going and eating food or ordering at the restaurants. Slowing the trend is shifting towards online ordering of food and the cause for it is the easy availability of internet at a low cost and more use of electronic devices by people around. The findings suggest a shifting trajectory towards online mediums of food ordering. This however, compliments the food delivery trend of the Indian [2] [3] [4] [5] [6] https://researchonline.jcueduau/39753/1/Dr%20Desti%20C onsumers%20perception%20on%20Online%20Shopping.pdf by Dr.RShanthi & Dr Desti Kannaiah https://www.worldwidejournalscom/paripex/recent issues p df/2015/April/April 2015 1429770119 172.pdf by Chitra Sharma http://globalbizresearch.org/Malaysia Conference 2016 July /docs/doc/Management%20&%20Marketing/KL631.pdf https://economictimes.indiatimescom/industry/consproducts/food

https://www.business-standardcom/article/companies/indias-online-food-ordering-sector-growing-at-15-every-quarterredseer-118012901417 1html https://theaims.acin/resources/online-food-service-in-indiaan-analysishtml  Proceedings of Academics World 99th International Conference, Paris, France, 25th-26th September 2018 29