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Objective
To understand the customer buying behaviour in the food delivery services.
Online food delivery fits into the busy life where one can’t afford time.
Discounts on expensive restaurant deliveries generate trials and thereby increasing the
likeness of restaurant visit for eat outs.
Non vegetarians order non veg curry or starters when mess menu is vegetarian.
For almost all complaints Zomato provides wallet balance as compensation
Having better choice of restaurants listing and discounts in the app drives sales
Default display of best discounts and offer codes just before billing as well increases
customer delight
Introverts tend to use online delivery app during weekends more than extroverts
Limitation of FGD conducted
The focus group was limited to student community in XLRI.
Occasion of purchase: probing into how occasions drives usage of food delivery apps.
Exclusivity and choice of restaurants
Post purchase dissonance:
Relative importance of various parameters of food delivery:
Food habits and preferences
Sleeping habits
Colour preferences, aesthetics of the app and photos of food used in app.
Personality type, Social influences on food habits, socio-economic situation.
Effect of offers, cashbacks and credits.
Next Steps
1. Conduct in depth interviews | Develop snake diagram
2. Develop hypothesis regarding purchase behaviour
3. Test the hypothesis quantitavely and qualitatively through surveys & short interviews.
4. Arrive at conclusions about customer behaviour towards food delivery apps and give
recommendations for marketing and app usage interventions
Problem Recognition
Measuring Problem Recognition using Activity Analysis:
1) Key activities that are executed
2) People involved in decision making process
3) Time spent on each decision variables
4) Resources that are consumed
Performance Evaluation Criteria
Decision rules made by consumers are affected by marketing & non-marketing variables.
Decision
Making Rules
Elimination
Conjunctive Disjunctive Lexicographic
by Aspect