CONTINUOUS INTERNAL ASSESSMENT -3

RESEARCH METHODOLOGY

A Report submitted partial fulfillment of the requirements for the degree of

Master of Business Administration

BY,
SHARA GEORGE VAIDIAN – 2327848

Under the guidance of

PROF. RANJITH PV

MBA PROGRAMME
SCHOOL OF BUSINESS AND MANAGEMENT
CHRIST(DEEMED TO BE UNIVERSITY), BANG

MARCH 2024
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NO:
EXCECUTIVE SUMMARY:

The employment of regional languages in advertising has emerged as a pivotal strategy, particularly within
food delivery applications like Swiggy and Zomato, fostering significant marketing developments and an
expansion of their local customer base. These platforms differentiate themselves through unique features
and have adeptly embraced regional languages to establish deeper connections with India's culturally
diverse populace. By integrating regional languages into their messaging and taglines, these apps aim to
create familiarity and inclusivity, breaking linguistic barriers and resonating more profoundly with users
across different regions. This localized approach allows them to tap into cultural nuances and preferences,
enhancing communication and understanding while elevating the overall user experience. Through these
efforts, food delivery apps not only attract new users but also cultivate stronger brand loyalty within their
existing customer base, ultimately driving continued growth and success in the market.

INTRODUCTION:

In the realm of online food delivery systems, customers can conveniently order and receive food at their
desired location through a digital platform. With a plethora of dining options available from various
restaurants, the industry in India has seen significant concentration in major urban centers such as
Mumbai, Delhi, and Bangalore. As people's lifestyles become increasingly hectic and disposable income
rises, there's a notable shift towards internet-based food delivery services. Swiggy and Zomato stand out as
the leading players in this space, collectively catering to a substantial portion of India's population. The
online food delivery sector has emerged as a prominent player in the online marketplace, witnessing rapid
evolution and adaptation to changing market dynamics. While thriving in metropolitan areas, the industry
also exhibits considerable growth in tier II and III cities. However, intensifying competition and regulatory
uncertainties present challenges, necessitating innovative marketing strategies to retain and expand the
consumer base of these platforms. Both Swiggy and Zomato have pursued distinct approaches to growth;
while Swiggy has focused on expanding its supply chain, Zomato has diversified into advertising. A shared
tactic between these platforms involves leveraging regional languages in promotional messages and offers,
such as Swiggy's campaign tagline "Ghar Ka Khaana, Saath Mein Thoda Swiggy," which resonates with
Hindi-speaking customers. However, it's essential to recognize that linguistic and cultural diversity
influences customer preferences, with some users preferring enhanced customization and service levels. As
the online food delivery industry continues to evolve, there's a growing need for additional features and
personalized experiences to sustain and bolster its growth trajectory.

STATEMENT OF THE PROBLEM:

This study is significant for examining how customers respond to language used in communication within
online food delivery applications. By analyzing taglines, online advertisements, and emails containing
regional language messages, the aim is to establish a connection with native speakers, acknowledging the
psychological impact of overcoming language barriers. The research seeks to identify whether customers'
choice of a specific online food delivery application is influenced by messages in regional languages and if
there is any discord in application selection when presented with messages in an unfamiliar language.
Through this investigation, the study illuminates various factors influencing customer preferences regarding
the use of regional languages within food delivery applications.
DISCUSSION OF THE RESEARCH PROBLEM:

The significance of this study lies in its exploration of the role of language in establishing connections with
customers. Language serves as a fundamental tool for communication and expression, and its strategic use
can significantly influence how customers perceive and engage with online platforms. By focusing on
taglines, advertisements, and emails containing regional language messages, the research seeks to tap into
the cultural and linguistic nuances that resonate with native speakers. This approach recognizes the
importance of cultural sensitivity and personalized communication in fostering a sense of rapport and trust
between customers and food delivery applications.

Moreover, the research problem addresses the psychological aspect of language barriers and their impact
on customer decision-making processes. By investigating whether customers are more inclined to choose a
specific application when messages are presented in familiar regional languages, the study sheds light on
the underlying cognitive processes involved in consumer behavior. It also explores the concept of
dissonance that may arise when customers encounter messages in unfamiliar languages, highlighting
potential challenges in engaging diverse customer segments effectively.

Furthermore, the findings of this research have practical implications for marketers and business strategists
operating in the online food delivery industry. Understanding how language influences customer
preferences can inform the development of targeted marketing campaigns and communication strategies
tailored to specific linguistic and cultural demographics. By leveraging regional languages effectively, food
delivery applications can enhance their brand resonance and customer loyalty, ultimately driving growth
and market competitiveness.

In conclusion, the research problem regarding the impact of language on customer responses within online
food delivery applications offers valuable insights into the complex interplay between language, culture,
and consumer behaviour. By delving into this multifaceted phenomenon, the study contributes to a deeper
understanding of how language can be harnessed as a strategic tool for customer engagement and brand
differentiation in the dynamic digital marketplace.

RESEARCH DESIGN:

The research design proposed in the study is exploratory, representing a flexible and loosely structured
approach aimed at gaining insight and clarity into the research problem. The primary objective is to explore
the problem situation thoroughly, identifying various factors that may inform future research endeavors in
the field. This design predominantly involves qualitative methods, allowing for an in-depth examination of
the subject matter. The key objectives of the study include conceptualizing the research problem, assessing
potential research avenues, facilitating the development of hypotheses, operationalizing variables,
determining associations between variables, and exploring external factors that could influence the
research outcomes. Data collection will primarily rely on primary sources, with a preference for expert
interviews and focus group discussions with relevant stakeholders.

RESEARCH METHODOLOGY:

The research will focus on a specific population consisting of regular users familiar with online food delivery
applications. Additionally, the survey will include first-time customers to gauge their initial preferences
based on messages in regional languages. The questionnaire will encompass various indicators aimed at
understanding the problem and potential solutions. Quantitative variables to be considered include age,
income, and working hours, while qualitative variables include gender, application preference, language
preference, and customer dissonance when encountering unfamiliar languages. Data collection will
primarily rely on a questionnaire distributed among the target population. The questionnaire will be
designed to gather relevant data for analysis. Upon completion of the survey, data interpretation will be
conducted using various methods, including basic graphs, ANOVA, Chi-square, and regression analysis via
SPSS software. Sample questions may include inquiries about respondents' native language, application
preference based on promotional messages, and their reaction to messages in regional languages. These
questions aim to provide insights into the impact of language on customer choices.

OBJECTIVES:

Primary Objective:
The objective of the study is to examine whether regional language content influences customer choices.

Secondary Objectives:
 To examine dissonance in platform selection when encountering different regional languages.
 To assess the influence of marketing utilizing regional languages on customer brand affinity.
 To compare the impact of standardized language versus regional language marketing on
competitors.
 To analyze the relationship between using region-specific language in promotions and increased
sales during regional festivals.

HYPOTHESIS:

1. Null Hypothesis (H0): There is no significant difference in platform selection when customers
encounter different regional languages.
Alternate Hypothesis (H1): There is a significant difference in platform selection when customers
encounter different regional languages.

2. Null Hypothesis (H0): Marketing utilizing regional languages has no significant influence on
customer brand affinity.
Alternate Hypothesis (H1): Marketing utilizing regional languages has a significant influence on
customer brand affinity.

3. Null Hypothesis (H0): There is no significant difference in the impact of standardized language
versus regional language marketing on competitors.
Alternate Hypothesis (H1): There is a significant difference in the impact of standardized language
versus regional language marketing on competitors.

4. Null Hypothesis (H0): There is no significant relationship between using region-specific language in
promotions and increased sales during regional festivals.
Alternate Hypothesis (H1): There is a significant relationship between using region-specific
language in promotions and increased sales during regional festivals.

LITERATURE REVIEW:

1. Anupriya Saxena (2019) authored a research paper analyzing the functionalities of online food
ordering platforms in India, focusing on Zomato and Swiggy. The study provided insights into the key
drivers of these platforms and the range of services they offer, contributing to consumer
satisfaction.
2. Hafiz U R Rahman, Mahmood Ashraf, Muhammad Abrar, and Abib Mehmood (2019) conducted a
research study reviewing the usability of food delivery applications. Their work offered
recommendations for enhancing and advancing current applications to boost their popularity
among consumers.
 3. Dr. Sonali Jadhav (2018) published a research paper exploring food ordering mobile applications as a
burgeoning aspect of food entrepreneurship. The study aimed to analyze the advantages and
challenges associated with these apps for both restaurants and consumers.
4. Ye-Eun Song, Sang-Hoon Jeon, and Min-Sun Jeon (2017) authored a research article investigating
the impact of mobile food delivery application usage factors on consumer satisfaction and intention
to reuse. The article discussed the influence of various factors related to app usage and highlighted
strategies to enhance customer satisfaction and encourage reuse through improved service quality.
5. Puneet Kaur, Amandeep Dhir, Shalini Talwar, and Karminder Ghuman (2021) published a research
article examining the value proposition of food delivery apps from the perspective of the theory of
consumption value. Their study provided valuable insights into the factors influencing consumer
choices and purchase intentions in the context of food delivery apps.

QUESTIONNAIRE:

1. Do you order food online? If yes, continue, else terminate

2. Do you order food after watching any food delivery ads?
3. What are the elements that prompt you to buy the products? (Select all that you need)
4. Which of these advertisement media do you follow? (Select all that you need)
5. Which food delivery application would you prefer?
6. If you come across an application where you seem to not like a particular language
would you shift from that food delivery application to another food delivery
application?
7. Does language in specific influence your purchasing decision?
8. Do you think you would require a multilingual search option on your preferred food
delivery application?
9. Any feedback with regards to usage of regional language in food delivery applications
in India?
10. Select the degree to which you agree or disagree with each of the following statements.
 I would like a pop-up message to choose a preferred language before using the food
 delivery application
 I would like the food delivery application to include voice search that is Indian
 language friendly. (Search dishes just by dictating the dish names in regional language)]
 I would like personalized/ localized communication across SMS, Phone notifications
 and emails]
 I would like the application to store my preferred language choice for future use
 I would like the listing of names of the restaurants, dishes, description of the dishes, ingredients and
more to be available in my preferred language]
 Based on my preferred language, I would like suggestions of the cuisines and restaurants related to
the language and its region