In e-commerce landscapes, online food ordering and delivery service is emerging as the fastest growing industry. Indian food delivery market size is expected to reach 7.5 to 8 billion US dollars in 2023. With the onset of COVID-19 pandemic, many dine-in restaurants are closed and online food ordering is affected enormously. This study is aimed to capture the impact of the COVID-19 pandemic on customers who order food online and analyze the various factors that influence the selection of restaurants online. The role of demographic variables of the respondents on the influencing factors, mode of payment, satisfaction, number of orders, and the most ordered meal is also studied. A self-administered questionnaire is used in this study to collect responses from 403 customers with a past experience of ordering food online. Two major factors emphasising on product and service are obtained as an outcome from Exploratory Factor Analysis that explains 67.72% of the total variance of choosing a restaurant online. Further, the measurement model fit is validated through Structural Equation Modeling. From the validated model, the product factor includes taste, price, discount and offer, the quantity of food, hygiene, and brand name. The service factor includes novelty, location of the restaurant, variety, packaging, nutrition, and promptness of delivery. Due to COVID-19, there is a 70.9% drop in the average frequency of ordering food online during the study period. Among the genders, men place higher food orders per month than women. Dinner is the most ordered meal and breakfast is the least ordered meal among all age categories. Taste is the most influencing factor that influences the customer in selecting a restaurant online, followed by hygiene, the quantity of food, discount and offers.
In the digital landscape where the customer is defining and reveling in his choices each marketer should look at how best to cater to a specific customer so that both sides walks away smiling. In order to do this most product and service companies are currently drawing up their typical customer profiles and takes it to a higher level by giving the customer profile indicative of a particular segment a specific persona. Personas help marketers to think like the character and draw out the reactions of that person to the changes brought by the company. Companies also plot the typical journey of these indicative personas to identify the touch points so as to improve the total experience by information available at these points. The objective of this study is to draw up different personas who engage in online purchasing methods. Further segmentation is targeted using the demographic variables to arrive at different personas depicting the typical generation of online consumers. It also aims at defining the particular features of these outlined personas. In continuation of this process a consumer journey map for each of these personas would be drawn highlighting the touch points or the points of influence which influences their final decision making.
In the digital landscape where the customer is defining and reveling in his choices each marketer should look at how best to cater to a specific customer so that both sides walks away smiling. In order to do this most product and service companies are currently drawing up their typical customer profiles and takes it to a higher level by giving the customer profile indicative of a particular segment a specific persona. Personas help marketers to think like the character and draw out the reactions of that person to the changes brought by the company. Companies also plot the typical journey of these indicative personas to identify the touch points so as to improve the total experience by information available at these points. The objective of this study is to draw up different personas who engage in online purchasing methods. Further segmentation is targeted using the demographic variables to arrive at different personas depicting the typical generation of online consumers. It also aims at defining the particular features of these outlined personas. In continuation of this process a consumer journey map for each of these personas would be drawn highlighting the touch points or the points of influence which influences their final decision making.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.