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Immersive Project 2022 Term -VI Final Report Of : "Comparative Analysis Of

Zomato & Swiggy Based on Consumer Perception" Details Of The Organisations
Under Study Literature Review...

Research · December 2022

DOI: 10.13140/RG.2.2.29473.48487

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 Immersive Project 2022

Term - VI

Final Report Of :

“Comparative Analysis Of Zomato & Swiggy Based on Consumer

Perception”

Concerned Faculty :

Dr Chandra Prakash
Assistant Professor
In the area of Operations Management
Indian Institute of Management Rohtak.

Submitted By : Aaditya Jain

Roll Number : IPM02074

I
 Table Of Contents

Certificate Of Originality III

Introduction and Brief Background 1

Details Of The Organisations Under Study 3

Rationale 4

Literature Review 4

Research Gaps 6

Scope Of The Study 10

Research Methodology 10
Research Design 10
Nature & Source Of Information 12
Sample & Sampling Techniques 13
Details Of The Tools : 15
Data Handling, Statistical tools used for Data Analysis 17

Data Interpretation and Findings 22

Theoretical Contributions 31

Managerial Implications 32

Recommendations 33

Limitations Of The Paper 34

Summary & Conclusion 34

Reference/Bibliography 35

Annexures/Appendices (Questionnaire used etc.) 38

II
 Certificate Of Originality

This is to certify that the project titled “Comparative Analysis Of Zomato & Swiggy Based
on Consumer Perception” is an original work of Mr. Aaditya Jain, IPM02074 and is being
submitted in complete fulfilment of the requirements of Integrated Programme In
Management, IIM Rohtak. This report has not been submitted to this Institution or any
other Institution earlier and all the already documented research papers and articles used in
the procedure of scripting this report as references, have been given due credit and
consequently enlisted towards the end of the report.

AADITYA JAIN
IPM02074

III
 Introduction and Brief Background

The Indian government announced "Start-Up India" in 2015, with the primary goal of
promoting the startup culture in the country and creating a robust and inclusive
environment for innovation and entrepreneurship. This plan worked admirably, laying the
groundwork for plenty of successful businesses across the country, many of which went on
to become unicorns, meaning companies worth more than a billion dollars. According to
(Kashyap, 2022), India is currently placed 3rd internationally in terms of unicorn rankings,
with 101 unicorns in the country as of June 2022. In addition, with rapid growth of the
internet and globalisation of the market, the number of businesses using internet and
technology as a crucial tool for their functioning has rapidly grown (Kumar & Ayodeji,
2020). Today majority of the unicorns that India has are technology based startups which
use the internet as an essential part of their business functioning as it helps them to reach a
large pool of consumers easily. An important factor driving the growth of the online
businesses and retail in India can be put down to the growth of internet penetration and
increase in technological infrastructure. According to (Statista, 2022), the number of
internet users is projected to grow to over 1.5 billion users by 2040 from 749 million in
2020 thus indicating a big market potential in internet services for India.

This dramatic increase in the number of internet users in India along with a strong
framework for doing ease of business has eventually resulted in the emergence of new
business sectors in the country and therefore the focus of this paper will be on one such
flourishing market inside the Indian startup space i.e., the online food delivery business.
Online food delivery is a service that allows clients to order food online and have it
delivered to their door. It involves technology that helps restaurants to accept and manage
online orders. While surfing the website from the comfort of their own homes, Indian
customers can choose from a vast choice of cuisines offered by various eateries.

1
Online shopping appeals to consumers because it allows them to purchase conveniently,
comfortably, and leisurely from the comfort of their own homes (Jiang et al., 2013).
Likewise, online food delivery businesses have emerged as a result of urban consumers'
evolving buying habits (Chai and Yat, 2019). Due to the rise in the working population and
the time-constrained work-life culture in metro areas, the idea of food delivery is swiftly
growing (Das and Ghose, 2019). In addition to this, the convenience the online food
delivery businesses offer to their customers is an important driving factor of growth for
this industry as customers get all their food delivered with a tap of a button within a span
of nearly 30 minutes.

The Indian online food delivery space is currently undergoing a revolution due to the heavy
investments that this industry has attracted in the recent years. According to an article by
(ResearchAndMarkets.Com, 2021), the Indian online food delivery industry will grow at a
stunning 28.94 percent CAGR from 2020 to 2026, hitting a market size of US $21.41
billion in 2026, up from US $4.66 billion in 2020. This staggering growth in the online
food delivery space in the coming years will transform the way this business is done
currently and thus bring a lot of innovations in the industry. With more investments in this
field, there will be new players who would want to enter this market space and thus it is
important to understand the factors critical to success in the Indian market.

In India, currently there are only two online food delivery companies namely Zomato and
Swiggy which dominate 95% of the market. Although these companies fundamentally
provide the same service to their customers, their app services differ in terms of features
offered and customer value systems (Raina et al. ,2019). These differences in terms of app
services and customer value systems become a deciding factor for the customers to choose
either of the delivery service. Therefore, it is important for the current companies to
understand the factors that are critical to success in the Indian market and thus improve
their services accordingly to offer a better customer experience.

Although there have been researches which have identified the factors critical for success
in the food delivery business and also have made a comparison between players like

2
Zomato and Swiggy. But, none of the previously done research has focussed on the Indian
market as a whole and therefore there is limited literature about the Indian market. This
paper will identify the factors that are essential while operating for players in the online
food industry and then shortlist the factors that are most important to an Indian customer
and should be a focus of new businesses entering the industry with less capital and
manpower. In addition, the paper will also identify the best player in this industry by
comparing the two companies Zomato and Swiggy based on the same set of factors. This
comparison will be done from an Indian consumer perspective by asking the opinion of
different consumers belonging to different cities.

Details Of The Organisations Under Study

Zomato was founded by Deepinder Goyal and Pankaj Chaddah in 2008. It is a restaurant
search and discovery tool that provides its clients with restaurant locations and menus, as
well as photographs of culinary dishes and customer reviews. Initially, the services were
offered under the name Foodiebay, but in November 2010, the company's name was
changed to Zomato. In 2021 the company decided to go public and had a successful listing
with a massive 52.63 percent gain on issue price of Rs 76. Currently, according to the
company’s quarterly report the number of orders has grown 93% YoY and 5% QoQ,
which is a positive sign for the company and its growth prospects.

Nandan Reddy, Rahul Jaimini, and Sriharsha Majety created Swiggy in Bangalore in July
2014. As of September 2021, Swiggy's food delivery services are available in 500 Indian
cities, and in addition to food delivery, Swiggy also offers on-demand grocery deliveries
under the brand Instamart and an instant parcel delivery service named "Swiggy Genie."
However, this paper will solely discuss Swiggy's online food delivery business and will
not delve into details about the company's other businesses.

3
 Rationale

Zomato and Swiggy both have a collective market share of 95% in this sector, similar
research about comparative analysis of various food delivery companies based on
consumer perspective have been done for particular cities like Ludhiana, Pune and Rajkot.
The results of these revealed that Zomato was the leader in this market in the respective
cities. In order to generalise the findings for a larger population and determine whether
Zomato continues to be the best for a wider range of population or not, I wanted to examine
both Zomato and Swiggy in this study without limiting the sample to a single city or state.
Secondly, although there have been studies about determining the essential factors to
consumers in this industry, there is limited literature about this in India. Hence, my study
will contribute to the literature by identifying the factors that are most crucial to an Indian
consumer while choosing a particular delivery service. This will help the upcoming
businesses to capture the market with less capital and manpower as they would be required
to just focus on these crucial factors in the beginning.

Literature Review
Online Food Delivery Services
Pigatto et al. (2017) described online food delivery services as business platforms that offer
order services, payment options, and process monitoring but are not in control of food
preparation. Yeo et al. (2017) stated that there are two types of retailers who offer food
delivery services. The first is the physical retailers. Fast food restaurants like Pizza Hut,
McDonald's, Domino's Pizza, Kentucky Fried Chicken (KFC), and others are the primary
players in this area. The second category is made up of numerous restaurant middlemen
who offer delivery services for a wide variety of restaurants. According to Chen and Hsieh
(2017), online food ordering has become more popular as people's schedules become busier
and they have less time to cook or go out to eat. According to Hirschberg et al. (2016),
customers now have more convenience and choice due to the online meal delivery services,
which enable them to place orders from a variety of restaurants with just a single tap on
their smartphone. Moreover, H.S. Sethu and Bhavya Saini (2016), looked into students'
4
perceptions, behaviours, and satisfaction with online food ordering and delivery services.
According to their findings, internet food ordering platforms assist students in better time
management. It is also discovered that the convenience of having their favourite cuisine
available at any time and having simple access to the internet are the primary reasons for
using the services.

Comparison of Online Food Delivery Services in India from a Consumer Perspective

According to Khalifa (2004), in many marketing methods, the importance of the consumer
perception is heavily utilised. It is crucial for every organisation's success and is regarded
as a competitive advantage. Yang and Jun (2002) stated that the online retail sector has
gone through a number of phases so that it can both retain and attract new clients. To foster
client loyalty, it must offer good quality and good service. According to Zhilin (2002), a
comprehensive consumer perception survey is crucial for providing better services. In
India, there have been several studies that have compared the various online food delivery
service providers based on consumer satisfaction; however, these studies are only
conducted in one city, making it difficult to generalise the findings across the country. In
her study, Vithlani (2020) tried to identify the food delivery application that built
confidence in the minds of consumers. Customers who used both Zomato & Swiggy in
Rajkot City were used as a sample for this study. Her research on the basis of polls and
data analysis concluded that customers of Zomato are happier than those of Swiggy. Raina
et al. (2019) used a sample of 162 persons from Ludhiana to identify which online food
delivery service is the most successful in the Indian city of Ludhiana. They discovered that
Zomato is the most popular online meal ordering service in Ludhiana. Jyotishman Das
(2018) in his research, conducted only in the city of Pune with 153 respondents, found out
that Zomato was the first preference of customers followed by Swiggy. J. Das (2018)
performed a study in Pune on consumers' perceptions of online food ordering and delivery
services. According to the paper, Zomato has received a positive opinion from the majority
of users in comparison to other service providers such as Uber Eats, Food Panda, and
Swiggy, and this is mostly due to their improved on-time delivery and lower rates.

5
Factors that are Essential to Consider in Online Food Delivery Space
According to research done by See-Kwong et al. (2017), customers' ability to pay for
delivery fees is one of the factors holding back restaurant business owners from
outsourcing delivery to third-party internet delivery service providers. Kedah et al. (2015)
said that customer satisfaction is greatly influenced by the service quality the online meal
delivery services provide. Ahmed Tausif Saad (2020) conducted research in Bangladesh to
determine the factors that affect the online food delivery business in his country. He
concluded that 8 factors affect the business the most and these are Price, Service Quality,
Attitude of Delivery Person, Variety of Restaurants, Delivery Time, Condition of Food,
Online Promotions and Delivery Tracking. Kedah et al. (2015) examined the factors that
influence customer ordering experiences among Malaysian customers. The factors he
found include website trust, customer happiness, and brand loyalty .

Research Gaps

As it was evident from the literature review, previous studies in India have focused solely
on the consumer perceptions from a single city, making it difficult to extrapolate the
findings for a wider range of population. As a result, in order to fill this need, this study
will not limit itself to customers from a specific city, but will instead collect responses from
consumers from varied cities. This would aid in generalising the findings from the sample
to a wider range of population and drawing meaningful conclusions from it. Second, there
have been very limited studies in India to determine the factors that matter to an Indian
consumer in the food delivery industry. All the studies conducted regarding the factors
important in the food delivery industry have mostly been conducted for countries outside
India such as Bangladesh and Malaysia. For India these have been conducted only for a
single specific city, thus limiting the findings to that city itself. To address this issue, this
study will adopt the 8 factors that were put into test by Ahmed Tausif Saad (2020) in the
country of Bangladesh, as they are an amalgamation of the findings and results from
previous literature on this topic. This study will add to the literature in the Indian context
by testing all the 8 factors from the lens of an Indian consumer and determining the factors
that are valued most by the customers of India.

6
Factors to be Taken into Consideration for this Research

The following 8 decision influencing factors have been directly taken from the findings of
Ahmed Tausif Saad (2020), since all of these factors mentioned are an amalgamation of the
findings of previous literature conducted in the field of online food delivery and
restaurants.

A. Perceived Service Quality is the consumers feeling about the overall superiority
of the product or service (Parasuraman et al., 1998). In the online food delivery
space, the service quality includes everything from the user interface of the
application like ease of use, touch and feel, to the ease of reaching out to the
customer service in case of any issue. Moreover, according to (Kedah et al., 2015)
the perceived quality of service by online food delivery companies has a large
impact on the satisfaction and retention of customers.

B. Proper Flow Of Communication By The Delivery Person is also another

important factor which affects the customers decision to choose a particular service.
According to (Chandrashekhar et al., 2019) a well behaved delivery person
increases the overall satisfaction of a customer receiving the order and thus affects
their decision positively.

C. According to (Ballantine, 2005), applications which offer a Wide Range Of

Options Of Restaurants appeal more to the customers and thus reduce their search
time for choosing items to order as it increases the probability of the customers
favourite dish being listed on the application.

D. On Time Delivery is yet another important influencing factor in this industry as it

is found that people perceive online shopping to consume less time since it saves
the time of travelling to the customer (Sultan and Uddin, 2011). Therefore, a delay

7
 in delivery beyond the expected time affects the satisfaction of the customers
irrespective of the weather and road conditions.

E. Fresh, Well Cooked & Well Packaged Food increases the satisfaction of the
customers and thus increases the likelihood of reorder (Kedah et al., 2015).

F. Low Prices & Discounts Offered is one of the most important factors that shape
the decision of an Indian consumer. The popularity of online food delivery services
is growing rapidly because of its several benefits, such as bringing food to the
doorstep of customers, various payment alternatives, attractive discounts, rewards
and cashback offers (MarketWatch, 2019).

G. Real Time Tracking Of Delivery and adjustment of time according to the traffic
conditions assures clients that they will get their meal timely delivered. These post
purchase activities related to shipping and tracking help the customer in shaping
their decision (Cao et al., 2018).

H. According to (Prasetyo et al., 2021), Online Promotions & Advertisements done

by an online food delivery service aggregator influences the willingness of a
customer to buy greatly.

Objectives Of The Project

1. To determine the best company among Zomato & Swiggy in the Indian food
delivery industry through the 8 decision influencing factors from a customer
standpoint.

8
 2. To determine the most important decision influencing factors for Indian Consumers
while they choose an online delivery service.

2.1. To determine whether there is any relationship between the degree of

importance of these most important factors and the type of city the customer
belongs to.

Statement Of Problem

The Indian online food delivery business has been majorly dominated by two companies
Zomato and Swiggy. This oligopoly in the industry leaves the customers with limited
options to choose from and thus are forced to avail the services of only the two available
businesses. In addition, this domination by only two companies also reduces the number
of innovations in the industry, thus once again affecting consumer choice. Therefore, to
battle this, the food delivery business space needs more competitors who are able to give
tough competition to the existing two companies and thus offer customers with choice and
new innovation. With this paper we aim to take a step to provide a solution to this problem
by conducting a comparative analysis of the current two market leaders through the 8
decision influencing factors from a consumer point of view and determine the best
company in the space. This will help companies such as Zomato & Swiggy to know about
the areas among the 8 factors where the customer feels they lack in and thus improve upon
those. In addition to this I will also highlight the factors that the Indian Consumers regard
as most important in influencing their decision to choose a particular service. This
information will serve the upcoming businesses in the online food delivery industry as they
will know exactly what to focus on when they start. Since new businesses often don't have
the capital and manpower to focus on everything, my findings will help them target a few
factors to focus on and thus create a mark for themselves by capturing the market while
also keeping the customers satisfied. Lastly, I will also check whether the degree of

9
importance of these most important factors identified change with the types of city the
consumer resides in.

Scope Of The Study

The scope of this study is that it will be limited to the sample age group of 18-60 and would
be distributed to people via email and other social media platforms. The total number of
responses targeted is just 147 from varied cities thus limiting the representation from each
city. The factors that have been chosen to put into test are the 8 decision influencing factors
that are discussed in the paper. The factors chosen are not an exhaustive list, however the
paper will continue with these 8 as they are very common and among the essential ones
that have also been used in other research papers outside India. The study focuses mainly
on the businesses not having their food preparation process or product but provides delivery
services of food from restaurants to homes and offices according to customers’ choice such
as Zomato and Swiggy.

Research Methodology

Research Design

The first objective of the research is to determine the current best online food delivery
company among Zomato & Swiggy from the lens of Indian consumers based on the
described 8 factors. To achieve this objective, raw data will be collected by circulating an
online questionnaire through Google Forms which will receive 147 responses in total. This
questionnaire will explicitly have a section wherein the respondents will be asked to select
their preferred choice of company in the online food delivery space to fulfil their needs.
These questions will be based on the 8 decision influencing factors that are {Perceived
Service Quality, Proper Flow Of Communication By The Delivery Person, Wide
Range Of Options, On Time Delivery , Fresh, Well Cooked & Well Packaged Food,
Price and Discounts Offered, Real Time Tracking of Delivery, Online Promotions &
Advertisements} wherein for each factor the respondent will have to choose which

10
company according to them is better in that particular factor. In addition to this section, at
the end of the questionnaire to have a conclusive answer to our research objective, the
questionnaire will ask the final verdict of respondents about the best online food delivery
service according to their choice. After receiving responses to these questions, a descriptive
method of analysis will be adopted and the data will be analysed using Microsoft Excel
which will help in making visual representations of the raw data collected and thus provide
easier interpretation.

Accomplishment of the second objective, which is to determine the most prominent factors
that affect the decision making of an Indian consumer to choose a food delivery service,
will be carried out in 2 steps. The first part of the objective helps to understand the most
important factors for Indians customers out of the 8 factors taken for this research, which
shape their decision making. In the second part, the aim is to find out about how the degree
of importance of these factors changes with respect to the type of city the consumer resides
in. For the first part, the same questionnaire will be used for collecting data. The
questionnaire will have one section which will have questions based on a 4 point Likert
scale in which the respondents would have to answer in “Definitely No, No, Yes,
Definitely Yes” . The reason behind keeping a small point Likert scale was to reduce the
confusion among respondents in choosing the best answer and help them choose an answer
that is either Yes or No without any ambiguity. A four point scale also helps in avoiding
neutral responses which otherwise can become an obstacle while data analysis. In this
section of the questionnaire all the 8 factors will be shooted onto the respondent and he/she
will be asked to answer whether the following factor is important to them while choosing
a particular online food delivery service on a 4 point scale. The results that would be
received would be analysed using descriptive statistics in Microsoft Excel which would
help in summarising the entire data in the form of charts which are easy to understand and
interpret.

Lastly, the paper will analyse whether the degree of importance of the identified most
important factors changes with respect to the type of city the consumer belongs to. This
will be carried out by creating contingency tables by capturing the type of city the consumer

11
belongs to, namely Tier 1, Tier 2 and Tier 3, in the rows and the degree of importance of
each factor measured by {1 - “Definitely No” , 2 - “No”, 3 - “Yes”, 4 - “Definitely Yes”}
in the columns. Further, this data will be analysed by forming a set of hypotheses and then
using a Chi Squared Test Of Independence which will help us to reach a conclusion. The
Chi Squared Test Of Independence is a right tailed test which will be carried out with a
significance value of 0.05, this means that the entire test would be carried out with a
confidence level of 95%.

Nature & Source Of Information

The sources of information for this research are both primary as well as secondary data.
The primary data has been collected by conducting an online survey through the Google
forms platform. The entire survey was divided into 5 components with a total of 24 close
ended questions wherein the first component was solely focussed upon collecting the
demographics of the respondent, while the second part focussed on trying to know the
frequency of ordering food online of the respondent. The participants who had never
ordered food online were not forced to fill the form further as they were not a part of our
target sample and their form was automatically submitted. The third section of the survey
focussed on trying to capture the mobile applications used by the respondents to order food
online, this helped in getting insights for the fulfilment of the first objective. Moving on,
the fourth section focussed entirely upon the factors that affect decision making of
customers to choose an online food delivery service. This component asked the respondents
to answer how important are all the 8 factors to them based on a four point Likert scale.
This helped us to get insights about our second objective. The fifth component of the survey
asked the respondents to give their preference between Zomato & Swiggy based on the 8
factors and in the end asked for their final verdict between the two. This helped us to make
a definitive conclusion regarding our first objective.

In addition to the questionnaire to gather data, the paper has also used secondary resources
to gather information about the 8 major factors that influence a customer’s decision to
choose a particular online food delivery service. Through this paper, the factors that have

12
been extracted from secondary sources will be tested on Indian consumers to determine the
factors that influence their decisions the most.

Sample & Sampling Techniques

According to Kline (1994), the minimum ideal sample size for a research that deals with
quantitative data should be 100. Moreover, according to Tabachnick and Fidell (1996), if
a research deals with factors then the ideal sample size is 50 + 8K, wherein K is the number
of factors. To be aligned with what Tabachnick and Fidell (1996) says, since this paper
will delve into 8 factors the ideal minimum sample size would be 50 + 64 = 114. The
questionnaire that was distributed to collect data for this paper received a total of 147
responses which is in line with the minimum size of 114. The paper primarily focuses on
Indian consumers belonging to the age group of 18-60 years because people belonging to
this age group are mostly not dependent on others to make their decisions and thus are
capable enough to form their opinions based on the information they receive. Moreover,
people who belong to this age group generally have money of their own in forms of pocket
money or their own income and thus are the target customers of the food delivery
companies. The research aimed to get responses from people belonging to diverse
backgrounds and cities so that the results obtained could be generalised for a wider
population and not just for one particular city as seen in earlier researches conducted in this
domain. Therefore, the survey received responses from people belonging to 46 unique
cities in India from different states thus making it easier to generalise the findings of the
research. A non-probabilistic convenience sampling method was chosen for this research,
which means that the sample was a group of people the researcher could easily contact and
reach. The participation was voluntary and all non users of online food delivery apps were
excluded from the study at the initial screening process.

13
Summary Of The Sample :

1. Age Wise Distribution Of The Sample Obtained

From the graph it is visible that we have 84 responses from people aged between 18-23
and 27 responses from people between the age of 24-40 and 36 responses from people
above the age of 40.

2. City Wise Distribution Of The Sample

14
*As we can see from the above graph, the city wise distribution is not equally distributed
to represent all cities fairly, therefore to limit any kind of error in our analysis we have
grouped all cities into the categories Tier 1, Tier 2 and Tier 3. This grouping will help us
to generalise our findings for a particular type of city as the representation for types of city
is comparatively better than making a conclusion for one particular city where the
representation is not at all adequate.

Details Of The Tools :

Type Of Questionnaire Used & Purpose

Since the research being carried out solely depends upon Indian consumer perception about
Zomato and Swiggy as well as their opinion about the factors that influence their decision
making the most, there were two choices to collect the data. First to carry out a qualitative
method of data collection and analysis wherein the researcher would have to interview a
certain set of people and ask them questions pertaining to the comparison between Zomato
& Swiggy and the factors that affect their decision making to choose a particular online

15
food delivery service. Once all the interviews would have ended the researcher would have
had to find common patterns in the answers of all the interviewees and report the most
common answers and patterns as the results. Although this method of research would have
given an opportunity to the interviewee to speak openly on each question and not feel any
limitation to be precise while answering, but this method of analysis and data collection
would have restricted the sample size of the research from 147 to a mere 10-20 participants,
which would have not been a true representation of the population we aim to target.
Secondly, the answers in an interview cannot be quantified easily and thus it would have
been very difficult for the researcher to know exactly how important all the 8 factors are to
the participant and rank them accordingly. Lastly, with just 10-20 participants it would
have been very difficult for the researcher to generalise the findings of the research to a
wider set of population.

Therefore, to avoid all these problems the paper has adopted a quantitative method of data
collection in which a 5 part questionnaire with 24 questions was distributed wherein each
section of the survey focussed on deriving specific data from the respondent for the
accomplishment of the objectives of the research. The questionnaire received a total of 147
responses from people belonging to 46 unique cities. The data collected through the
questionnaire could easily be quantified as the respondents were asked to rate the degree
of importance of all 8 factors on a four point Likert scale, thus these responses could easily
be ranked and made use of for analysis. In addition, the data collected could be generalised
to a wider population as the responses received are from varied cities and the sample size
is also as big as 147.

Tools Used for Analysis

The data collected from the survey was analysed using Microsoft Excel. First, a descriptive
statistical test was employed for determining the best company out of Zomato and Swiggy
based on the 8 consumer decision influencing factors. The results were portrayed using
charts and tables for better interpretation. Secondly, to determine the factors that are most
important to Indian consumers out of the 8 factors discussed, again a descriptive analysis
test was carried out which helped to understand the average importance an Indian regards
16
to each factor. Lastly, a Chi Squared Test of Independence was conducted to determine
whether there is a relationship between the type of city the consumer resides in and the
degree of importance attributed to the identified most important factors from the previous
test. For this a hypothesis was formulated and then it was accepted/rejected with a
confidence level of 95%, which means that the significance level for the test was 0.05.

Reliability & Validity Of The Tools Used

The tool used to collect data from people was Google Forms. In the questionnaire
distributed there were questions which were based on a 4 point Likert scale. To check the
consistency of the data collected and its reliability a Cronbach alpha test was conducted.
According to Pallant (2001), an alpha value above 0.6 is considered high reliability and an
acceptable index. When the test was conducted for the data collected, it was found that the
Cronbach alpha value was equal to 0.61401798. Since the value is greater than 0.6,
therefore it can be concluded that the tools used were reliable and are valid. In addition,
Google form also allows to collect the emails of the respondents which helps the researcher
to cross check the authenticity of the respondent.

Administration Of Tools & Techniques

The tool used for collection of data was an online questionnaire made by Google Forms.
This questionnaire was distributed to all people between the age of 18 and 60 via methods
like Email, WhatsApp and other social media platforms. The responses received were
administered every second day by the researcher wherein all the insignificant responses
and duplicate responses were deleted so that the findings do not get affected by the wrong
data.

Data Handling, Statistical tools used for Data Analysis

Once the data collection was complete, the raw data was exported to Microsoft Excel for
analysis and interpretations. To segregate my data on the basis of demographics, I made a
small table wherein I counted the number of responses from each age group i.e. {18-23,

17
24-29, 30-35, 36-40, Above 40}. This segregation gave me a clear idea of how my sample
is distributed with respect to the age of the respondents. Next I divided my sample
according to the city they reside in. After sorting, I saw that I had had responses from 46
different cities, but that the distribution among them was uneven, making it impossible for
me to draw any conclusions about any one place because the sample size from each city
was minimal. In order to generalise my findings, I divided all of the cities into groups of
three, referred to as Tier 1, Tier 2, and Tier 3 cities. This enabled to generalise the findings
by obtaining a sizable sample size from each tier.

Since Zomato and Swiggy dominate the market of online food delivery with a combined
share of 95% in India, I wanted to check whether these two companies also dominate within
my sample to ensure that my sample is representative of the population in target. To check
this, I had created a separate section in the questionnaire which particularly aimed at
knowing about the applications that are used by my respondents for ordering food. By
filtering out other applications, I found out that 138 out of 147 people prefer Zomato and
Swiggy to order their food and therefore this helped me to clarify that the sample I am
testing is a representation of the target population where Zomato and Swiggy have their
domination in terms of market share.

To achieve the first objective, I analysed my data with the help of descriptive statistics. In
the survey, the respondents were asked to answer according to their experience wherein
they were asked to choose the best out of Zomato and Swiggy based on the 8 factors that
are Perceived Service Quality, Proper Flow Of Communication By The Delivery
Person, Wide Range Of Options, On Time Delivery , Fresh, Well Cooked & Well
Packaged Food, Price and Discounts Offered, Real Time Tracking of Delivery, Online
Promotions & Advertisements. All of their answers were recorded and then summarised
in a table. Once the data was summarised in a table, I used a clustered bar graph to represent
the data which helped in easy understanding and visualisation of the data and established
clear results for the accomplishment of our objective. In addition, I also grouped the
preference of customers between Zomato and Swiggy based on the type of city they reside

18
in {Tier 1, Tier 2 and Tier 3}. This gave a clear understanding of the preference of
customers based on the type of city they live in.

To achieve the second objective of the research, which is divided into two parts, I first
targeted to determine the factors that affect the decision making of Indian Consumers the
most. To analyse this, I took the data from the questionnaire wherein the customers had to
rate the degree of importance they feel for all the 8 factors while choosing a particular food
delivery company on a scale of 1-4 wherein 1 was “Definitely No” and 4 was “Definitely
Yes”. Once this data was exported into Microsoft Excel, I formulated a contingency table
in which the number of responses for each factor from scale of 1-4 were recorded.

Now, I used a two-step process to properly analyse this data and identify the factors that
are most important to the customers which eventually affect their decision to choose a
company.

Firstly, a weighted average was calculated for all the factors. If the weighted average was
greater than 3, then that factor was considered to be important to an Indian consumer. The
reason why 3 is chosen as the criteria is because in the survey 3 was equal to “Yes”, which
meant that the respondents agreed the factor to be important to them while choosing an
online delivery service. However, if there were more than 4 factors that were found to have
an average value greater than 3 then the top 4 values were considered as the most important
factors for an Indian consumer.

For the second part of the second objective, I wanted to test if there was a relationship
between the perceived degree of importance of the identified most important factors that
influence an Indian consumers' decision and the type of city they belong to. To analyse the
data, I decided to go ahead with a non-parametric test. The reason I chose a non parametric
test was because these tests are used for ordinal data and since the data I had collected for
assessing the importance of factors was on a Likert scale which is also ordinal therefore I
went ahead with a non parametric test. In addition, within non parametric tests I decided to
analyse my data through the Chi Squared Test Of Independence as my objective was
19
focussed on assessing whether there is any sort of relationship between the two variables
which are Importance Of Factors and Type Of City.

Before proceeding further, it was imperative to lay down a hypothesis to conduct the
analysis. Since we are testing for the identified most important factors, we would have to
form a separate hypothesis for each factor and then test them individually for their
relationship with the type of city the consumer belongs to. Therefore, we will have more
than one set of hypotheses depending on the number of identified most important factors.

Once the hypotheses are formed, to carry out the Chi Squared Test Of Independence,
contingency tables for each of the most important factors will be created wherein the data
would be grouped based on the type of city the respondent belongs to {Tier 1, Tier 2, Tier
3} and the degree of importance attributed on a scale of 1-4 for the factor in concern. This
means that the rows will capture the type of city the respondent belongs to and the columns
will capture their perceived importance for the factor while making decisions on a scale of
1-4. These contingency tables are known as Observed Frequency Tables.

Moving on, after having the observed frequency tables in place, Expected Frequency
Tables will be created for each factor identified as most important, which will be made
(𝑅𝑜𝑤 𝑇𝑜𝑡𝑎𝑙×𝐶𝑜𝑙𝑢𝑚𝑛 𝑇𝑜𝑡𝑎𝑙)
from the observed frequency tables using the formula for
𝑇𝑎𝑏𝑙𝑒 𝑇𝑜𝑡𝑎𝑙
each element in the observed frequency table.

The Chi Squared Test Of Independence is a right tailed test, wherein if the Calculated Chi
Squared value lies to the right of the Critical value then we would infer that the Calculated
value lies in the rejection region and thus would lead to rejection of the null hypothesis.
However, if the Calculated value lies to the left of the Critical value then it does not lie in
the rejection region and we will be unable to reject our null hypothesis.

To find the critical value we first need the degree of freedom and significance level.

20
The degree of freedom of chi squared test of independence is calculated by the following
formula :

Degree Of Freedom = (Number Of Columns - 1)×(Number Of Rows - 1)

Now we need our level of significance, which is basically (1-Confidence Level). Generally,
in the field of statistics all the tests are done with a confidence level of 95%, therefore we
will proceed our test with the same confidence level and thus our significance level would
be equal to (1-95%) which would be equal to 0.05.

Therefore, now that we have our degree of freedom and significance level for each table
created, we can proceed with our calculation of the critical value. The critical value is found
by referring to the chart Upper-tail critical values of chi-square distribution with ν
degrees of freedom.

Once we have our critical value with us, now the final step is to find out the calculated Chi
Squared value and then compare the two of them. To find the calculated Chi Squared value,
we will have to make use of both the contingency tables i.e., Observed as well as Expected
for each factor.

The formula for finding the Calculated Value is as follows :

All factors would have different Calculated Chi Squared values, and after we obtain those
values, we will compare them to the Critical value to see if they fall inside the rejection
region or not.

21
If Critical Value > Calculated Value, we can conclude that there is no evidence to reject
our null hypothesis with a confidence level of 95% because our value does not fall into the
rejection region.

However, if Calculated Value > Critical Value, then our value is in the rejection region,
and we can reject our null hypothesis with 95% confidence level.

Data Interpretation and Findings

1. Comparison between Zomato & Swiggy from a Consumer Perspective

As found in studies of scholars like Raina et al. (2019) and Vithlani (2020), who
had conducted a comparison between the online food delivery companies from a
consumer perspective for one specific city like Ludhiana and Rajkot respectively
and had found that the consumers believe Zomato to be the best among all, likewise
from the data obtained in this research, it is evident that Zomato is the most
favoured food delivery service among majority of the 147 participants (Fig. 1-a
and Fig. 1-b).

If we compare the responses of the respondents regarding their preference of an

online food delivery app based on the type of city they reside in, then it is found
that Zomato is clearly a dominant choice in Tier 2 cities. However, for Tier 1 cities
Swiggy is slightly ahead of Zomato and for Tier 3 it is the complete opposite as
Zomato is slightly ahead of Swiggy in terms of consumer choice (Fig. 1-c).

22
 Fig. 1-a

Fig. 1-b

23
 Fig. 1-c

2. Determination of the Most Important Factors to an Indian Consumer

It is evident from Fig. 2-a that, with the exception of Online promotions and Ads,
which has an average value of 2.70, all other factors such as Perceived Service
Quality, Proper Flow Of Communication By The Delivery Person, Wide
Range Of Options, On Time Delivery , Fresh, Well Cooked & Well Packaged
Food, Price and Discounts Offered and Real Time Tracking of Delivery have
average values greater than 3. Since 3 and 4 stand for "Yes" and "Definitely Yes,"
it may be concluded that all factors—with the exception of online promotions and
advertisements—are important to Indian consumers.

24
 Fig. 2-a

Perceived Service Quality, On Time Delivery, Fresh, Well Cooked & Well
Packaged Food, and Real Time Tracking of Delivery are the 4 factors that are
absolutely crucial for an Indian consumer because they have the highest average
values out of all of these factors. Proper Flow Of Communication By The
Delivery Person, Wide Range Of Options, Price and Discounts Offered are
relatively less crucial for an Indian customer (Fig. 2-b).

Fig. 2-b

25
3. Relationship between Important Factors and Type of City

As identified from the previous section, there are 4 most crucial factors for Indian
Consumers that are Perceived Service Quality, On Time Delivery, Fresh, Well
Cooked & Well Packaged Food, and Real Time Tracking of Delivery.
Therefore, we will have 4 sets of hypotheses for this part of the objective.

Factor 1 - Service Quality

Hₒ = Importance of Service Quality for Indian consumers is independent of the

type of city the consumer belongs to.

Hₐ = Importance of Service Quality for Indian consumers is dependent on the type

of city the consumer belongs to.

As it can be observed from the tables below (Fig 3-1-a, Fig 3-1-b, Fig 3-1-c), the
Calculated Chi Squared value of 5.103 is less than the Critical Chi Squared value
of 12.592, therefore we can say that our Calculated value does not lie in the
rejection region and thus the null hypothesis cannot be rejected at confidence level
of 95%.

Observed Frequency Table

Fig. 3-1-a

26
Expected Frequency Table

Fig. 3-1-b

Other Variables

Fig. 3-1-c

Factor 2 - On Time Delivery

Hₒ = Importance of On Time Delivery for Indian consumers is independent of the

type of city the consumer belongs to.

Hₐ = Importance of On Time Delivery for Indian consumers is dependent on the

type of city the consumer belongs to.

As observed from the tables below (Fig. 3-2-a, Fig. 3-2-b, Fig. 3-2-c) the
Calculated Chi Squared value of 2.072 is less than the Critical Chi Squared value
of 12.592, therefore we can say that our Calculated value does not lie in the

27
rejection region and thus the null hypothesis cannot be rejected with a confidence
level of 95%.

Observed Frequency Table

Fig. 3-2-a

Expected Frequency Table

Fig. 3-2-b
Other Variables

Fig. 3-2-c

Factor 3 - Fresh, Well Cooked & Well Packaged Food

Hₒ = Importance of Fresh, Well Cooked & Well Packaged Food for Indian
consumers is independent of the type of city the consumer belongs to.

28
Hₐ = Importance of Fresh, Well Cooked & Well Packaged Food for Indian
consumers is dependent on the type of city the consumer belongs to.

From the figures below (Fig. 3-3-a, Fig. 3-3-b, Fig 3-3-c) it is evident that the
Calculated Chi Squared value of 2.570 is less than the Critical Chi Squared value
of 9.488, therefore we can say that our Calculated value does not lie in the rejection
region and thus the null hypothesis cannot be rejected at confidence level of 95%.

Observed Frequency Table

Fig. 3-3-a
Expected Frequency Table

Fig. 3-3-b

* The following factor is an exception in forming contingency tables as none of the

147 respondents answered “Definitely No” for this factor when asked for the
importance of Fresh, Well Cooked & Well Packaged Food. This means that the
column of “Definitely No” is empty for this factor and thus while making the
contingency table for this factor the first column has been ignored.

29
Other Variables

Fig 3-3-c

Factor 4 - Real Time Tracking Of Delivery

Hₒ = Importance of Real Time Tracking Of Delivery for Indian consumers is

independent of the type of city the consumer belongs to.

Hₐ = Importance of Real Time Tracking Of Delivery for Indian consumers is

dependent on the type of city the consumer belongs to.

From the figures below (Fig. 3-4-a, Fig. 3-4-b, Fig 3-4-c) it is evident that the
Calculated Chi Squared value of 1.888 is less than the Critical Chi Squared value
of 12.592, therefore we can say that our Calculated value does not lie in the
rejection region and thus the null hypothesis cannot be rejected at confidence level
of 95%.

Observed Frequency Table

Fig. 3-4-a
30
 Expected Frequency Table

Fig. 3-4-b
Other Variables

Fig 3-4-c
Looking at the test results of all the 4 factors we can say that since all the Calculated
Chi Squared values lie outside the rejection region, therefore with a confidence
level of 95% it can be concluded that the degree of importance of the 4 factors under
analysis is independent of the type of city the consumer belongs to.

Theoretical Contributions

The research contributes to the existing literature in many ways. From the Indian context,
all the research about determining the best food delivery company from a consumer
perspective had been done for a specific city. This study conducted the research by taking
into consideration consumers from 46 unique cities divided into Tier 1, Tier 2 and Tier 3
and determined the best company among Zomato and Swiggy from a consumer perspective
based on the described 8 factors. The results showed that majority of Indians believe
Zomato to be better in terms of all the factors that are Perceived Service Quality, Proper
Flow Of Communication By The Delivery Person, Wide Range Of Options, On Time
Delivery , Fresh, Well Cooked & Well Packaged Food, Price and Discounts Offered,

31
Real Time Tracking of Delivery, Online Promotions & Advertisements. In addition, it
was found that people who belong to Tier 2 and Tier 3 cities prefer Zomato over Swiggy,
however people who belong to Tier 1 cities such as Mumbai, New Delhi, Chennai,
Ahmedabad, Bangalore, Kolkata, Hyderabad and Pune prefer Swiggy over Zomato.
Secondly, in India all the studies about determining factors that are important to Indian
consumers while choosing a food delivery company were again done for a specific city and
all the other studies about determining the factors were conducted outside India. Therefore,
this research adopted a list of 8 factors from the paper of Ahmed Tausif Saad (2020) and
tested these factors on Indian consumers belonging to varied cities. According to the
findings, Indians attribute most importance to factors such as Perceived Service Quality,
On Time Delivery, Fresh, Well Cooked & Well Packaged Food and Real Time
Tracking of Delivery while choosing a particular online food delivery service. The least
importance is attributed to Online Promotions & Advertisements by the Indian consumer
while making their decision. Lastly, it was important to check if the importance of the 4
crucial factors determined changed with the type of city the consumer belonged to. The
results showed that the importance of all the four crucial factors, Perceived Service
Quality, On Time Delivery, Fresh, Well Cooked & Well Packaged Food and Real
Time Tracking of Delivery, was independent of the type of city the consumer belonged
to and thus these factors are most crucial to consumers PAN India.

Managerial Implications

From the findings, it was found that Zomato was the most preferred company when
compared with Swiggy based on the fulfilment of all the 8 factors from the eyes of the
consumer. Therefore, it is important for Swiggy to focus more on these factors and improve
their services in order to capture more share of the market and give a tough competition to
Zomato. For Zomato, it will have to focus on impressing the consumers of Tier 1 cities as
according to the findings Swiggy was a dominant choice in Tier 1 cities. In current times
since only Zomato and Swiggy are the two dominant companies in the food delivery space
in India, it is imperative for more companies to come in and contribute to the industry by
breaking the oligopoly of the two firms. The entrance of new companies would force the

32
current two giants to innovate their services and come up with new products in order to
sustain in the market. This innovation and competition would be great for the customers as
they would not be forced to buy from only the two existing companies. Therefore, for new
companies which will enter this food delivery industry, it is important for them to focus on
a few very essential factors in the beginning which are important to Indian consumers and
cannot be compromised by these companies. These factors would help the new businesses
in making a mark for themselves in the industry and offer customers with new choices. The
most essential factors identified in the research are Perceived Service Quality, On Time
Delivery, Fresh, Well Cooked & Well Packaged Food and Real Time Tracking of
Delivery. Lastly, it is important for the companies to know whether the importance
regarded to these factors by the consumers changes with the type of city the consumer
belongs to. The findings of the research found that the importance of these factors is
independent of the type of city the consumer belongs to and thus these factors are regarded
as most important PAN India.

Recommendations

Through this research report, I would like to recommend all newly established companies
in the food delivery sector to put their initial attention on the four factors of Service
Quality, On-Time Delivery, Fresh, Well-Cooked, & Packaged Food, as well as Real-
Time Delivery Tracking, as these are the factors that are crucial to Indian customers and
with which they may not be willing to make concessions. This does not imply that the other
4 factors covered in the research are not significant. All eight factors are necessary for a
successful business in the food delivery sector, but since a business's initial resources are
insufficient to focus on all eight, it should only pay attention to the four most crucial ones.

33
 Limitations Of The Paper

The limitations of the study are that the sample size of 147 for the age group of 18-60 from
46 unique cities cannot be accurately generalised for the entire customer base of India using
online food delivery services, however the studied sample can give a good idea or direction
to the upcoming businesses about the perceptions of consumers in India to prosper in the
Indian online food delivery industry. Second, the research doesn’t have an equal
representation of all age groups and is highly dominated by respondents belonging to the
age 18-24 with 84 responses out of 147. Third, the research could not cover every city in
India to get an in-depth idea about the perceptions of the entire country as a whole, however
the research has covered 46 unique cities divided into Tier 1, Tier 2 and Tier 3 groups.
Last, the list of business parameters that the paper focuses on through the questionnaire is
not exhaustive and the operation of a business includes various other parameters, but the
parameters chosen are directly picked up from other secondary sources and are the most
common factors that directly affect the consumers decisions.

Summary & Conclusion

This research aimed at finding out the best online food delivery company in the current
market space from an Indian consumer's perspective. The comparison was mainly done
between Zomato & Swiggy as they dominate this industry in India with a combined share
of 95%. The second objective of the research was to find out the decision influencing
factors which influence the decision of Indian customers the most when they choose a
particular online food delivery service to fulfil their needs. 8 factors were put into test in
this research, and these 8 factors namely – Perceived Service Quality, Proper Flow Of
Communication By The Delivery Person, Wide Range Of Options, On Time Delivery
, Fresh, Well Cooked & Well Packaged Food, Price and Discounts Offered, Real Time
Tracking of Delivery, Online Promotions & Advertisements. In addition to this, the
research also wanted to test whether changes in the type of city {Tier 1, Tier 2 , Tier 3}
affects the degree of importance the consumers attribute to a factor. To achieve all of these
objectives, a questionnaire was distributed to people wherein the target sample was people
aged between 18-60 from diverse cities. The questionnaire received a total of 147 responses
34
from people residing in 46 unique cities, thus helping the researcher to generalise the results
to a wider set of population. The data collected for the first objective was analysed and
showed that the majority of people prefer Zomato over Swiggy for every factor in concern
and thus it could be concluded that, in the current market space Zomato has an advantage
over Swiggy and thus is the best company in the food delivery space as of 2022. Upon
continuous analysis for the second objective it was found that the factors that were most
important to Indians were – Service Quality, On Time Delivery , Fresh, Well Cooked
& Well Packaged Food & Real Time Tracking of Delivery. Lastly, I aimed to test
whether the degree of importance of these most important 4 factors change with respect to
the type of city, i.e. Tier 1, Tier 2 and Tier 3, the consumer belongs to. The result was that
all the factors that are most important to Indian Consumers in the online food delivery
space are independent of the type of city the consumer belongs to.

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Annexures/Appendices (Questionnaire used etc.)

Link to the Questionnaire Used →

https://docs.google.com/forms/d/e/1FAIpQLSdc33kkpzfB27JlagG1lvDRmYYceUWud3-
R-pkQvHZydv3idQ/viewform

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