A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying

Behavior of Customer of Ahmedabad.

A Study of Impact of Promotion and Marketing

Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.

Devrshi Upadhayaya, Hitanshi Thakkarb, Naitik Ghiyab

aAssistant Professor, Research Scholar, GLS University, Law Garden,
Ahmedabad
bStudent, PGDM, GLS University, Law Garden, Ahmedabad

ARTICLEINFO AB STRACT
Keywords: Most traditional online media include food delivery app at doorstep
Marketing camping, purchase. In business, marketing communication is used for
food delivery service, marketing camping for food delivery app and connects to current
customer buying customers and foster new business. Food delivery marketing takes
behavior. advantage of social networking to help a company increase brand
exposure and enlarge customer reach. The goal is to find out the
impact of promotion on consumer behavior in Ahmedabad.
Understanding the behavior of customer is a great challenge. It
involves the psychological processes that consumers go through in
recognizing needs, finding ways to solve these needs, making
purchase decisions, interpret information, make plans and
implement those plans by engaging in comparison of food service or
actually purchasing a food.
This research paper is all about the promotion and marketing
camping of food delivery and buying behavior of customer are they
satisfied with the food delivery application and have satisfied and
what type of foods they prefer and which application they prefer
more and by online application is they are facing any problems. Is
retailers are benefited after this food delivery app. What benefits
they are getting after the food delivery application.

INTRODUCTION

As per the survey we have seen that all customers are engaged with the application through
social media, hording, you tube advertisement and through TV. The discount offers attracts the
customer as per they do promotion and campaign through that discount coupon. They have first
attracted the customer with low price and more discount in all the products so they customer

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
have used to it. Now some of them are addicted to the food applications and searching for the
best offers and the application are giving them discount in many other ways. Customer wants the
fast delivery and safest payment method and loyal delivery person. Today, the business of Food
delivery services is one of the fastest growing segments of e-commerce. The major difference
between traditional and online Food Ordering is the extent of interaction between the customer
and the seller. E-Commerce has made the interactivity with the customer effortless in the form of
Helpline numbers and FAQ’s. Through Helpline Numbers and FAQs, the consumer’s questions
on delivery, payment, product, policies and other customer concerns can be addressed
effectively.
Customers are now able to use the Internet for a variety of purposes such as research,
communication, online banking, shopping, and even online food ordering. With such benefits,
the Internet is promptly becoming the main method of communication and of conducting
business effortlessly. The Internet has contributed to the changes in consumer preference as their
dependence on technology has moved them to do everything on the internet including getting
cooked meals delivered on their doorstep. Convenience is the biggest determinant to the
consumers as the steps required to make an order is as simple as few clicks on mobile devices
like Smartphone, tablets, or laptops.
From the business point of view, owners would grab opportunities which have seen as a new
source of revenue generation. Online food delivery is particularly prescribed in countries that are
still developing as technology and consumer preference are still modifying. According to the
studies, 50.8% of people order food delivery service because they do not prefer to cook, as it
allows customers to have food delivered straight to their home or office in less than an hour.
Despite the growing internet successful in the present scenario, some of the consumers are still
not participating in the online transaction. For various people, there are still worries with security
and passing personal data over the Internet.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
LITERATURE REVIEW

1.Arji Mariam Jacob (2019)

The authors in their article titled. ‘Consumer Perception of Online Food Delivery Apps in Kochi’
A single window for ordering from a wide range of restaurants, online food delivery mobile
applications has become popular over these years. This trend has changed the mindset of
customers, gratifying users of different age groups.

2. Ayush Beliya (2019)

The authors in their article titled. SATISFACTION OF CONSUMERS BY USING ONLINE
FOOD SERVICES. Our research was conducted to examine the “satisfaction of consumers by
using online food services “.it will deal with consumer behavior & helps to analyze their
perceptions & will also help us to understand consumer equilibrium. for the completion of this
research we have prepared a full-fledged questionnaire which were distributed among the 60
respondents to know their behavior & the satisfaction level which they get by using online food
services app.

3. Dr. Neha Parashar (2017)

The authors in their article titled. A STUDY ON CUSTOMER’S ATTITUDE AND
PERCEPTION TOWARDS DIGITAL FOOD APP SERVICES Consumer behavior is the study
of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods,
and services to satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions.

4. V. Krishna kumari (2019)

The authors in their article titled. A Impact of Customer Behavior Towards Online Food Services
- Food is a major source of living. On-line ordering system is a simple and convenient way for
customers to purchase food online, without wasting the time in restaurant, this system enables
the customer to ordered the food with the help of website or applications, than the customer can
have the food delivered to their doorstep and payments can be made online through debit cards,
credit cards.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.

5. Jyotishman Das (2019)

The authors in their article titled. CONSUMER PERCEPTION TOWARDS ‘ONLINE FOOD
ORDERING AND DELIVERY SERVICES’: AN EMPIRICAL STUDY. Today, more people are
getting connected through mobile application and they are ready to trade through it. It also
affects the operation of companies and organizations. Companies have changed their traditional
business strategies into online marketing to suit customer needs and taste at any time

6. Suryadev Singh Rathore (2018)

The authors in their article titled. Consumer's Perception on Online Food Ordering. In this study,
our main focus was to analyze the perception of consumer towards Online food ordering
services. In order to understand what factors have played a dominant role to attract consumer in
the developing country like India towards them, we decided to study on the consumer perception
on online food ordering.

7. Debarun Chakraborty (2019)

The authors in their article titled. Customer Satisfaction Towards Food Service Apps in Indian
Metro Cities Consumers are now be able to buy products and ventures for all intents and
purposes anywhere, 24 hours daily, 7 days and without land and fleeting limits. While numerous
advertisers recognize the significance of utilizing the internet in their promoting blends, little
research has exactly tried the basic factors that impact a person’s choice when purchasing items
or administrations on the web.

OBJECTIVES.

The objectives to conduct this research are as following: -

1. To know the impact customer influence towards promotion and campaign done through
application.
2. To study the customers behavior towards their buying method.
3. To know the customer preferences on online food ordering service provider.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
Scope of Study:
 Area: Ahmedabad (Gujarat)
 104 samples from different areas and various age group(youth, senior citizen, working
and business male and female)

DATA ANALYSIS:

Age:
After the survey we get to know that age between Age
15-25 are more connected with the food delivery
15-25 25-35 35-45 45 and above
application which are 38% and 25-35 age group is
21%
less as compared to all for ordering food online are 38%

just 19%.
22%
19%

Gender
In this questionnaire research was carried through
Gender 102 respondents out of which 51 respondents are
male and other 51 respondent are female. Which

Male means that both the gender is equally given

49%
51% Female importance for campaign and promotion by food
delivery service.

Which application do you prefer to order food?

As per the survey we get to know that 72 people
Applications used Zomato out of 102 and 2 people only use food
Other 19 panda out of 102 and in other application they
Food Panda 2 prefer the restaurants application for ordering
Uber eats 33
foodthat is 19 out of 102.
Swiggy 66
Zomato 72

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer o
of Ahmedabad.
What attracts you towards advertisement on You Tube/Hoardings/ Applications?
In the promotion and campaign by food
delivery service discount offers is the
main source of attraction for the food
delivery services which is 76.50% by
total number of respondents. Also, food
preparation and food menu are given
reasonable importance whichh 46.3% and
approx. 33% for the food delivery by
service.
A low response for the other offers is
given by the respondents.

Does festival discount offers attract you?

In the festival offers which are being provided
by food delivery service a 47% of the Festival Offers
respondent have mentioned that their ordering Yes No Depends on offer Maybe

a food depends on the offer which the food 4%

delivery services provide during festivals like 38%

Diwali Holi Navratri and so on. 47%

Also 38% of the people reacts positively 11%

respond on ordering during festive period.

Would you change your mind if you see more discount offers on other restaurants?
As per the survey we can see that customer

Discount attraction are equally responding on discount

attraction and depends on discount they get
Yes No Depends on dicount Maybe
on application.
11%

38%

38%
13%
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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
What is more important to you?
120

100

80

60

40

20

0
Quality of food Speed of Delivery Fast easy & Accessable Price COD
Comfortable

Most Imporant Moderate Least Important

As per the survey we get to know that 97% of customers gave 1 st preference to the quality of
food& there is almost 50% ratio that speed of delivery matters to them. For 74% of customers
price do matter and for 65% of customers COD is more important.

How do you rate yourself for money spent on buying food from application?
Approximately
Money Spent on food applications 45% of respondent
44.10% spend reasonable
31.40% average amount of
24.50%
money for ordering
food online.
Also 31% of
High Average Low
people which
prefer to order food from expense restaurants and consume it. There are 25% people which don't
spend much money on ordering food through the online food delivery service app.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer o
of Ahmedabad.

How regular/frequent you are on ordering food online?

Order frequency
5%

25%
45%

25%

Daily Weekly Once in 15 days Monthly

As per the survey we get to know
that 45%of customers order food on monthly basis. And 25% customers do order between a
week or 15 days and there are only 5% of customers order food daily.
What do you like about the service?

SERVICE

other 4.80%

Doscount on aaplication 63.50%

Quality of food 63.50%

Fast delivery 51%

0% 10% 20% 30% 40% 50% 60% 70%

From the above data we can seee that there are the equal number of customers who gave their
preference to discount and quality of food. There are 51% of people who gave preference to fast
food delivery.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
Do you keep a regular price check for the food ordered?

Price check

8% 7%

85%

Cheap Affordable Costly

There are 85% of customers who keep check of price regularly and they found it at affordable rate.
Do you choose method of payment based on discount available on mode of payment?

Change in method of Payment

20%

20% 60%

Yes No May be

We found that 60% of customers are comfortable to choose different method of payment based
on discount. And 20% of customers are not.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
OBJECTIVE ANALYSIS:

 To know the impact customer influence towards promotion and campaign done
through application.
From this regression table derived from MS
Excel, between “How did you get to know?” and
“What attracts you which media”. This result
shows that there is impact on this variable and
also added to that there is impact of customer
influence towards promotion and campaign done
through application.

 To study the customers behavior towards their buying method.

Gender * What do you like about the service? Crosstabulation
Count
What do you like about the service? Total
Dis Discou Fast Fast Fast Fast Fast Qua Qualit Qua
cou nt on deliv deliver deliv deliver deliver lity y of lity
nt applica ery y, ery, y, y, of food, of
on tion, Discou Qual Qualit Quality food Discou food
app Other nt on ity of y of of nt on ,
lica applic food food, food, applic Oth
tion ation Discou Discou ation er
nt on nt on
applic applica
ation tion,
Other
Femal
Gender

12 3 8 4 6 6 1 4 8 1 53
e
Male 6 0 2 3 9 14 0 8 9 0 51
Total 18 3 10 7 15 20 1 12 17 1 104

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
Which applications do you prefer to order food? * What do you like about the service?
Cross tabulation
What do you like about the service?

food, Discount

food, Discount

food, Discount
on application,
on application

on application
Fast delivery,

Fast delivery,

Fast delivery,

Fast delivery,
Fast delivery
Discount on

Discount on

Discount on
application,

food, Other
application

application

Quality of

Quality of

Quality of

Quality of

Quality of

Quality of
Other

Other

Total
food

food
Other
(Domino's,
0 0 1 0 0 1 0 3 0 1 6
McDonald's,
la-pino'zetc)

Swiggy 4 0 1 2 0 1 1 3 1 0 13

Swiggy,
Total Which applications do you prefer to order food?

Other
(Domino's, 0 0 0 0 0 0 0 0 1 0 1
McDonald's,
la-pino'zetc)
Swiggy,
1 0 1 0 0 2 0 0 3 0 7
Uber eats
Swiggy,
Uber eats,
Other
0 1 0 0 0 0 0 0 0 0 1
(Domino's,
McDonald's,l
a-pino'zetc)
Uber eats 0 0 1 0 0 1 0 0 0 0 2

Zomato 6 2 4 1 1 3 0 3 1 0 21

Zomato,
Other
(Domino's , 0 0 0 0 1 0 0 1 0 0 2
McDonald's
,la-pino'zetc)
Zomato,
3 0 1 2 9 3 0 1 3 0 22
Swiggy

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.

Zomato,
Swiggy, 0 0 0 0 0 1 0 0 0 0 1
Foodpanda
Zomato,
Swiggy,
Other
1 0 0 0 0 2 0 0 1 0 4
(Domino's ,
McDonald's
,la-pino'zetc)
Zomato,
Swiggy, 0 0 0 1 3 4 0 1 4 0 13
Uber eats
Zomato,
Swiggy,
Uber eats,
Foodpanda,
1 0 0 0 0 0 0 0 0 0 1
Other
(Domino's ,
McDonald's
,la-pino'zetc)
Zomato,
Swiggy,
Uber eats,
Other 2 0 0 1 0 0 0 0 0 0 3
(Domino's ,
McDonald's
,la-pino'zetc)
Zomato,
0 0 1 0 1 1 0 0 3 0 6
Uber eats
Zomato,
Uber eats,
Other
0 0 0 0 0 1 0 0 0 0 1
(Domino's ,
McDonald's
,la-pino'zetc)
Total

18 3 10 7 15 20 1 12 17 1 104

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
To know the customer preferences on online food ordering service provider.

From the above table, researcher identifies that relationship between customer preferences on
online food ordering service provider. This data analysis of ANOVA is undergone in MS Excel.
And, value shows that there is relationship between both the variable.

FINDINGS AND RECOMMENDATIONS:

 Customers mainly order quality food through food apps, because they don’t prefer to go
restaurants.
 People between age group of 15-25 are using the online food delivery more than any
other age group.
 Zomato and Swiggy is the most popular application for online food delivery because of
their promotion & campaign on social media, TV and different platforms.
 Quality of food is really an important factor and customers are always looking forfresh
and tasty food.
 The factors that prevent consumers to use the online food delivery services are bad past
experience followed by influence from friends/family.
 Consumers are mostly influenced when they receive any Rewards & Cashbacks.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
 The factors that encourages consumers the most is doorstep delivery followed by ease
&convenience.

CONCLUSION:
As per our research paper we can conclude that the consumer’s perception on online food
ordering varies from individual to individual and customersare more preferable to use online
food application because of the promotion and campaign done by the applications and customers
are attracted to that discount and food delivering at their door step at affordable rate. After
collection of the data we get to know that from all other application they prefer to use Zomato
and Swiggy rather than UberEats and food panda because of the better promotion and campaign
done by Swiggy and Zomatothey also give seasonal offers more and have better speed delivery
than others and they also have a good customer care (after service support) .We can also say that
the customers prefer that method which gives them more discount e.g. (C.O.D, Net banking
Paytm etc.)
They order food which is affordable to them and the order mostly on monthly only there are very
few customers which prefer on regular basis. As per the data we can also say the age of
youngsters prefer to use this application more.

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 A Study of Impact of Promotion and Marketing Campaigns by Online Food Delivery Service on Buying
Behavior of Customer of Ahmedabad.
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