Investigation of Consumer Perception Toward Digital Means of Food Ordering Services

Eating at a restaurant once used to be an occasional event, but it is a routine thing for today’s generation. With the advent of food delivery apps, combined with the e-commerce technology, the online food ordering services have simplified the doorstep delivery of food (Mustafa in Proceedings of the 2016 International Conference on Industrial Engineering and Operations Management Detroit, Michigan, USA, [1]). Today, the lifestyle of millennial has changed. They usually have a very hectic work schedules, and as a result, for their everyday meals, number of people are opting for the reliability and convenience of cloud kitchen (PTI in Zomato expands food delivery business to 213 cities across India, [2]). The consumers include millennials who are short of time and want instant delivery of food within few minutes, along with the people who are food lovers and just want to have a relaxing experience in the comfort of their homes. A study has been conducted by Market Research Future, a business consultancy firm with the title “Digital Platforms Reign in the Food Ordering Market” (Van Alstyne et al. in Harvard Business Review, [3]). According to this study, there are likely chances that the online food ordering market in India will see a drastic change. This market may grow at over 16 percent annually in India and by 2023 is likely to touch $ 17.02 billion (The online food ordering market in India is likely to grow at over 16 per cent annually to touch USD 17.02 billion by 2023. Business Standard, [4]). This research paper will discuss two objectives. The first objective is to discuss the consumer perception toward this new trend of online food delivery and ordering services, and the other one is to examine the role of significant factors on Online Food Ordering Services. The survey was conducted on 216 students of four technical and management institutes in Greater Noida. The main focus of the research is on carefully studying and analyzing the data which has been collected from all the users in Greater Noida who are using the online food ordering apps and delivery services. Four parameters have been taken into consideration for analyzing positioning study (perceptual mapping).