Customer Attitude Toward Online Food Servicing In Delhi

Synopsis of the proposed Project Report

Submitted for the degree of

BHMCT
Of
GGSIPU
By
NITISH GEORGE
(06411002216)

Guide

Dr. Prem Ram

Banarsidas Chandiwala Institute of Hotel Management

 CERTIFICATE

This is to certify that this project titled “Customer

Attitude Towards Online Food Service In Delhi” is
project study conducted by

NITISH GEORGE
Enroll No. 06411002216
“B” Batch

VIII Semester BHMCT under the guidance of Dr. Prem Ram. This
project

Signature of the Supervisor

Signature of the Coordinator
 ABSTRACT

This mobile application era has opened a new pathway for today’s market. The
mobile application has made all traditional modes of business outdated and
generated amazing new possibilities in business. Mobile application is a
combination of market decisions and technology which uses the Internet as a
medium to advertise and sell services and goods. Today, majority of the 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
methods to suit customer needs and taste at any time. This research aims to
discuss the consumer’s perception towards the online food ordering and
delivery services in Delhi. The survey was conducted for a purposeful analysis
of the study on around 70 respondents. The research is focused on the study and
analysis of data collected from all those users who are already using the online
food delivery services. The purpose is to know what are influencing factors
their perceptions, needs, positioning of various attributes of different online
portals in their mind and overall satisfaction towards online food delivery
services.
INTRODUCTION-
Online food delivery is a service in which a store or restaurant delivers food to a customer
through the restaurant’s website. Many restaurants are witnessing an increase in business, as
ordering food online becomes more and more popular across the country. An online food
menu is created in each mobile application. Mobile applications like Zomato, Swiggy, Uber
Eats provide the customers countless varieties of dishes from different nearby restaurants and
customers can easily place the order. These mobile applications provide a tracking system
where the customers become more acquainted with each progression of delivering. They
place the order in the respective restaurant and customers can track the order. The payment
options include either online or by cash-on- delivery (COD) system. These apps also provide
a feedback system where the users can provide feedbacks and recommendations, rate the food
item and mode of delivering. The online food ordering system sets up a food menu online and
customers can easily place the order as per they like. Also with a food menu, online
customers can easily track the orders. The management maintains customers database, &
helps to improve food delivery service. There are various facilities provided so that the users
of the system will get service effectively. Also, the system considers Restaurants as well as
Mess facility to the customers. Increasing use of smart phones is also considered as a
motivation, so that any users of this system get all service on single click.
In the food industry, online food delivery platforms such as Swiggy, Zomato and Foodpanda
have established themselves. They provide a complete food ordering and delivering solution
system. It provides a single window for ordering from a wide range of hotels and restaurants,
and they have their exclusive fleet of delivery personnel to pick up and deliver food to the
customers. These services are very popular with the millennial population as it reduces the
time and effort that is spent on shopping.
Technology has played a key role in revolutionizing the food delivery service, it has
contributed to the changes in consumer preferences as their dependency of technology has
motivated them to do everything online comprising getting cooked meals delivered to their
doorstep. Convenience is the prime factor to the consumers, as to place an order is as simple
as few clicks on any mobile devices. Technological dependency, convenience and less time
taken for the food to be delivered aids as a good reason for the consumers to choose the
services offered by the online food ordering and delivery service portals. The popularity of
online food ordering and delivering services is steadily growing, expectations of the users are
also increasing. This research is aimed to investigate consumers‟ views about the services
they receive from different portals.
Due to which Online food ordering is growing in market day by day. people are so active
while using the apps for ordering food online. As a result of all these online food marketing is
also able to generate ample amount of opportunities for employment. It will also help local
vendors to connect with people due to which they are able to increase their earning. Simply
ordering system is a website or mobile application through which users can order food online
from a food cooperative or even a native restaurant ordering food online is similar to online
shopping. So with such benefits online food services is becoming a huge sector.
E-commerce has grown phenomenally in the past decade for a variety of reasons including
changes in consumer lifestyles, technological advancements, increases in consumer income
and education, and rapid financial development throughout the world. The use of the Internet
as a shopping or purchasing vehicle has been growing at an impressive rate throughout the
last decade. The tremendous growth of online sales and the unique functions of the Internet
have drawn a great deal of attention from many companies rushing in to set up businesses
over the Internet without knowing what factors affects consumers to buy products or services
online.
The current electronic food ordering economy allows user to order from an extensive range of
restaurant just with a single tap. Which has revolutionized the food delivery service industry.
Also they specialise in understanding the customers, tying up with the restaurant, man force
for delivery and all the necessary tasks to provide cooked meals to customer’s doorstep.
The reason why I chose this project idea is to understand the attitude of people towards these
services and which of the many service providers do they prefer. Which will provide the
factors that the affects the preference behaviour of the consumer along with other factors.

LITERATURE REVIEW-

Brymer (1991) states that the hospitality industry is comprised of those businesses which
practice the act of being hospitable; those businesses which are characterized by generosity
and friendliness to guest. This business that comprise the major segments of the industry:
food service, lodging, travel and recreation.
Mullany, (2016), Concluded that anticipatory and proactive approach to planning ahead &
designing the app experience is a crucial step to guarantee if the mobile application is worth
to install.
Kedah, Z & Ismail, Y., (2015), advocate that by altering and adjusting the app design,
especially is the visual sense, contributed significantly to consumer satisfaction. The main
element that may be used for this effect they said were pictures, colours & icons. They also
shared that service providers should build their model adapting to the local culture.
Freemans, (2017), shared that innovation and advertising in the merchandising food online
business have greatly contributed to the increase of food online sale and is rising. They
further added that business owners adopted diverse approaches in providing online ordering
service to their customer with the intention to ease the ordering process that the customer
encounters.
Suryadev Singh Rathore, Mahik Chaudhary (2018): The study found out that recent
development of the Internet has augmented the e-commerce industries in a country like India.
E-commerce development has made Online food ordering services seamless for people who
want to get food delivered at their doorstep. Although consumers continue to go out for the
meals, consumers feel very convenient to order food online since it frees the customer from
personally visiting the restaurants. 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. In this research
paper, two objectives were set for study. The first one was to identify the factors which
influence the consumer to order food online and the other one was to know the consumer
preferences on online food ordering services provider. To achieve these objects survey was
held to gather the information. Survey successfully helped to understand the behavior and
perception of people
for online food ordering. It shows how easily people search for a favorite restaurant, choose
from available items and place their orders in just a few minutes.
Goh,S,et,al, (2017). Reflected that the internet technology has been endlessly impacting the
business and economy in a huge way. It has revolutionized the retail segment and is only the
tipp of the iceberg and is only growing. It is expected to keep on growing and will be bigger
than any other retail as its most active feature is convenience.
Prabhu, (2016). Also endorsed that the market for online ordering of food is substantial in a
very short period of time. He sounds that it has grown to almost 65% of market share. It is
personalised but to retain the old customer ny means of improving apps, but not drastically
altering it that it may confuse the old customers. As it’s important to retain the old
customers . also for new customers it should be very user friendly and easy to operate ,
whereby they do not have to spend a long time familiarizing to the navigation and transitions.
(Kirti Bhandge, Tejas Shinde, Dheeraj Ingale, Neeraj Solanki, Reshma Totare 2015). An
automated food ordering system is proposed which will keep track of user orders smartly.
Basically, they implemented a food ordering system for different type of restaurants in which
user will make order or make custom food by one click only. By means of android
application for Tablet PCs this system was implemented.
In [3] there was an attempt to design and implementation of
digital dining in restaurants using android technology. This
system was a basic dynamic database utility system which
fetches all information from a centralized database. Efficiency
and accuracy of restaurants as well as human errors were
improved by this user-friendly application. Earlier drawbacks
of automated food ordering systems were overcome by this
system and it requires a onetime investment for gadgets.
In [4] an application of integration of hotel management
systems by web services technology is presented. Ordering
System Kitchen Order Ticket (KOT), Billing System,
Customer Relationship Management system (CRM) are held
together by the Digital Hotel Management. Add or expand of
hotel software system in any size of hotel chains environment
was possible with this solution.
In [5] research work aims to design and develop a wireless
food ordering system in the restaurant. Technical operations
of Wireless Ordering System (WOS) including systems
architecture, function, limitations and recommendations were
presented in this system. It was believed that with the
increasing use of handheld device such as PDAs in
restaurants, pervasive application will become an important
tool for restaurants to improve the management aspect by
minimizing human errors and by providing higher quality
customer service.
In [6] along with customer feedback for a restaurant a design
and execution of wireless food ordering system was carried
out. It enables restaurant owners to setup the system in
wireless environment and update menu presentations easily.
Smart phone has been integrated in the customizable wireless
food ordering system with real-time customer feedback
implementation to facilitate real-time communication between
restaurant owners and customers.
In Paper [7], the purpose of this study was to investigate the
factors that influence the attitude of internet users towards
online food ordering in Turkey among university students. A
Technology Acceptance Model (TAM) developed by Davis in
1986 was used to study adoption of Web environment for
food ordering. Trust, Innovativeness and External Influences
are added to the model as main factors along with TAM.
In Paper [8], the research work aims to automate the food
ordering process in restaurant and also improve the dining
experience of customers. Design implementation of food
ordering system for restaurants were discuss in this paper.
This system, implements wireless data access to servers. The
android application on user’s mobile will have all the menu
details. Kitchen and cashier receives the order details from the
customer mobile wirelessly. These order details are updated in
the central database. The restaurant owner can manage the
menu modifications easily.
In Paper [9], this research works on eff orts taken by
restaurants owners also to adopt information and
communication technologies such as PDA, wireless LAN,
costly multi-touch screens etc. to enhance dining experience.
This paper highlights some of the limitations of the
conventional paper based and PDA-based food ordering
system and proposed the low-cost touch screen based
Restaurant Management System using an android Smartphone
or tablet as a solution.