IJRPR12760

International Journal of Research Publication and Reviews, Vol 4, no 5, pp 938-957 May 2023
International Journal of Research Publication and Reviews

Journal homepage: www.ijrpr.com ISSN 2582-7421
A Study on Effectiveness of the Marketing Strategy of Food Delivery

Apps through Zomato and Swiggy
Mythily R a, Vishnuvarnan B b
a
Assistant Professor, Sri Krishna Adithya College of Arts and Science, Coimbatore-641042, India
b
Student, Sri Krishna Adithya College od Arts and Science, Coimbatore-641042, India
ABSTRACT
This study aims to evaluate the effectiveness of the marketing strategies adopted by two popular food delivery apps in India, Zomato and Swiggy. The research will
explore various aspects of their marketing strategies, including social media campaigns, discounts and offers, loyalty programs, and customer engagement initiatives.
The study will use both qualitative and quantitative methods to collect data from customers and industry experts. The findings of the study are expected to provide
insights into the effectiveness of marketing strategies used by these apps and offer suggestions for future improvements. This research is important as food delivery
apps have emerged as a major player in the food industry, and their marketing strategies can have a significant impact on their success and growth.
Keywords: Marketing strategy, Zomato and Swiggy.
1. Introduction
Online food delivery system is a part of E-commerce. It is the process of ordering food through internet. In India online food ordering is growing day by
day. Usually a customer search for a favorite restaurant or type of dish and choose from the available items. Wide variety of food makes the user to buy
online. Online food ordering system, user can give order at any place and pay cash on delivery. The system deals with ordering, processing and delivering
food products. It is a simple and convenient way for customer to buy food online without having to go to any restaurant.
It is the internet that connects the restaurant or the food company and the customer. This system of online food delivery is safe and it is the most popular
method nowadays. This method is developed to help restaurants to simplify their daily operational and managerial task as well as improve the dining
experience of customers and also helps restaurants develop a healthy relationship with customer.
The online food delivery could also be a service that allows the user to order food from a desired food outlet via the online. this may be done either by
happening to the online site and placing an order or by employing a mobile application.
The introduction of online food delivery system has been a convenient addition, which has not only reduced long queues, but has also decreased the
waiting time for ordered food delivery. The electronic food delivery system has already been adopted throughout the planet and its performance has been
relatively good.
The electronic food delivery services market consists of sales of online food delivery services and related services primarily for household consumption.
The electronic food delivery services market includes all companies involved in distributing the packages received from hospitality establishments and
has an internet portal or an application for his or her sales. The food is usually either ready-to-eat food or food that possesses to be specially prepared for
direct consumption.
Online food delivery service has two segments, restaurant-to-consumer delivery includes delivery of order directly by the concerned restaurant, whereas,
Platform-to-consumer segment involves online delivery services that deliver orders of partner restaurants.
The global online food delivery services market covered during this report is segmented by type into platform-to-customer, restaurant-to-customer; by
channel type into websites, mobile applications; by payment method into cash on delivery, online payment. The format of home delivery or the takeaways
have gained a lot more customers in locations such as malls, offices and big-party orders for residential complexes. People missing breakfast on the way
to work, order-in.
India is the 6th largest grocery market in the world, but the organized sector as run by some of the online businesses mentioned above makes up only for
5-8% market share of the grocery business. This has some obvious impacts on the brick-and- mortar formats of in-dining restaurants as more people
prefer to have restaurant-style cuisines right in the privacy of their homes or workplaces, but the impact is not so much as it may appear to be.
International Journal of Research Publication and Reviews, Vol 4, no 5, pp 938-957 May 2023 939
The fast food business in India is only about 2 decades old, and remains largely unorganized. Given the rate at which the organized sector is rapidly
growing, it is only a matter of time and a much larger chunk of global investments before a really big impact is made on ongoing restaurant businesses
that may not have a delivery-focused format of their own.
1.1 Objectives of the study
• A study on correspondence of services provided by Zomato and swiggy.
• To understand the dominance of marketing strategy used by the food delivery apps.
• To recognize the fair mindset of marketing strategy followed by Zomato and Swiggy.
• To position the selected food delivery apps based on the ranks obtained from the study.
• To know the compulsion for promoting food delivery through Zomato and Swiggy.
1.2 Statement of problem
Online food delivery services are increasing rapidly in India where there are many competitors and the best service provider gets a firm hold in the market.
Due to widespread access to internet and e-commerce online food ordering and delivery services has become popular and has been growing in recent
years. There are many strategies adopted by these service providers to gain a competitive advantage over the rivals, it may in terms of offers, services,
techniques, methods and innovative ways. The project is about the food delivery services for which there are many competitors. In this scenario it is
analyzing study on the effectiveness of marketing strategy for promoting food delivery apps through Zomato and swiggy.
1.3 Scope of the Study
Food delivery services have increased in recent years. It is important to know the marketing strategy of food delivery services and their needs and wants.
The study is limited to analyze the effectiveness of marketing strategy of the online food delivery mainly between food aggregators Zomato and Swiggy.
1.4 Limitations of the study
• The present study is conducted among 120 respondents so the findings cannot be treated as representative of the entire district.
• The study is limited to only food delivery apps (Zomato and Swiggy).
• The study is based on respondents, which may have some errors.
2. Review of Literature
1) Vinaik, Goel, Sahai, & Garg, (2019) food and repair industry requires the preferences of the purchasers , to satisfy and identify their needs. consistent
with the research, majority of the respondents were aware of the food apps and therefore the most used apps are Zomato and Swiggy. The respondents
considered various factors like delivery time, convenience and good customer service because the most vital ones .
2) Kumari, (2019) This study analyses the connection between online food service and therefore the facilities provided and also the factors which
influence the buying behaviour of consumers . It concludes that as social media features a great influence on customers, it helps the web service providers
advertise their products for greater reach to the masses. It also says that as currently, people are within the growth stage regarding the digital world, they
like cash on delivery because the most convenient option .
3) Lee, Sung, & Jeon, (2019) The research paper helps to spot the determinants of continuous use intention for food delivery software applications. The
research findings stated that the users were influenced by peers, indicating that word of mouth marketing should be pursued by delivery app providers.
Hence, it's important for a web service provider to supply several benefits to users in order that they are doing not switch to a different delivery app
service
4) Gupta, Roy, Kumar, & Aro0ra, (2019). Most of the businesses nowadays are altering their traditional business strategies into online marketing to
satisfy the stress and wishes of the consumers. it's shown that folks prefer food delivery apps which provides them offers and promotions. Consumers
prefer easy accessibility to food delivery and lower prices and discounts. it's also found that the food misplaces or misuse during transit may be a major
factor which affects the consumers
5) Beliya, et al., (2019) The local vendors are ready to connect with people through the delivery apps. consistent with the findings of the study, most of
the people use online services to avail the offers and discounts available. Majority of the population comes between the age bracket of 18 to 30. the typical
spending by a customer on these apps monthly is approx. 10% of their income. These apps should increase their reach to local vendors as they're preferred
by the purchasers .
6) M P & Vivek, (2019) The research involves checking out the factors which influence the consumers to not switch from one food delivery provider to
a different provider of online food delivery applications. The research helped to realize thorough information about various parameters of online food
delivery application that the consumers expect. The factors that influence the purchasers to not switch from provider of online food delivery application
are offers, web openness that availing the services. this is able to make the customer believe that they're vital to the corporate .
7) Zhao, Y. &Bacao, F., (2020) The satisfaction is very important element in consumer decision making process. Fast delivery, quality food, offers,
discounts and trust are the main factors which are stimulating the customers decision on dining in the restaurant or order food through online delivery
app .
8) Mohanapriya, A., Geetha, P., & Kumar, P.A., (2020) Another study found that rating or reviews were influencing the customer purchasing intension.
Probability of purchase increases with higher rating .
9) Malhotra & Singh, (2020) The research helps find various strategies employed by major food delivery companies to market their business in India
and therefore the effect caused by online food delivery apps on restaurant business. consistent with the study, food ordering through apps is growing but
still many new start-ups did not survive within the competition and faced closure
10) Frederick D. et al (2021) conducted in the research paper studying the analyzing of the positioning strategy, marketing mix, and overall SWOC
analysis of Zomato's business. The study examined that Zomato should also explore the rural regions, also providing virtual restaurant tours for enhancing
the capabilities of the services provided. The study draws conclusions that the positioning strategies of Zomato are well-defined in capturing the market
but on the other hand requires to develop more strategies for surviving in the market.
3. Research Methodology
Research methodology systematically solve research problem, why the research has been undertaken, how the research problem has been defined and
what data defined, has been adopted why a particular technique of analysis for the study.
3.1. Data Collection
Primary Data: Primary data was the data that was collected for the First time by the researcher. The primary data were collected with specific set of
objective to assess the Current status of any variable studied. The primary data were collected using structure questionnaire in Google Form.
3.2. Area of Study
The area of the study refers to Coimbatore city.
3.3. Method of Sampling
Simple Random Sampling method was taken in this study.
3.4. Sample size
The study covered a sample size of 151 respondents belong to the study area, who were Consuming fast-food.
3.4. Data Sources
Primary data was collected for the purpose of the study.
3.5. Tools and Techniques
1) SIMPLE PERCENTAGE ANALYSIS
The percentage method is used for comparing certain features. The collected data respondents are in the form of table and chart in order to give effective
visualization of the comparison.
PERCENTAGE ANALYSIS = No. of respondent *100
Total no. of respondents
2) RANK ANALYSIS
A ranking is a relationship between a set of items such that, for any two items, the first is either ‘ranked higher than’, ‘ranked lower than’ or ‘ranked equal
to’ the second. In mathematics, this is known as a weak order or total pre order of objects. It is not necessarily a total order of objects because two different
objects can have the same ranking. The rankings themselves are totally ordered. For example, materials are totally pre ordered by hardness, while degrees
of hardness are totally ordered.
By reducing detailed measures to a sequence of ordinal numbers, rankings make it possible to evaluate complex information according to certain criteria.
Thus, for example, an Internet search engine may rank the pages it finds according to an estimation of their relevance, making it possible for the user
quickly to select the pages they are likely to want to see. Analysis of data obtained by ranking commonly requires non-parametric statistics.
Rank analysis = Sum of no of respondents for a option
Total respondents
3) WEIGHTED AVERAGE METHOD
A weighted average is an average in which each observation in the data set is assigned or multiplied by a weight before summing to a single average
value. In this process, each quantity to be averaged is assigned a weight that determines the relative importance of each quantity. Weightings are the
equivalent of having that many like items with the same value involved in the average.
A weighted average score takes different scores, or grades, with assigned weights, or percentages. To calculate a weighted average with percentages,
each category value must first be multiplied by its percentage. Then all of these new values must be added together.
Average score was obtained for each level of behavior of respondents towards food delivery services. For this purpose a 5 point scaling procedure was
used. The score 5 was given for level of behavior strongly agree, score 4 for agree, score 3 for the neutral, score 2 for the disagree and score 1 for strongly
disagree. Based on the scores, an average score was calculated for each level of behavior of respondents towards education.
WEIGHTED AVERAGE = SUM OF THE WEIGHTED AVERAGE SCORE
SUM OF THE WEIGHT
4. Analysis and Interpretation
4.2.1 Table showing age of the respondents
AGE OF RESPONDENTS NO OF RESPONDENTS PERCENTAGE

16-20 63 41
20-25 54 36
25-30 19 12
ABOVE 30 16 11
TOTAL 152 100
SOURCE: PRIMARY DATA
INTERPRETATION
The above table shows that the largest group of population is between 16-20 years old, followed by those between the 20-25 years old, then by
those between the 25-30 years old, then by those above 30 years old.
4.2.1 Chart showing the age of respondents
Age of respondents
11% 16-20
12%
41% 20-25
25-30
36% Above30
4.2.2 Table showing employment type of the respondents
EMPLOYMENT TYPES NO OF RESPONDENTS PERCENTAGE
Students 84 55
Part-time 26 17
Salaried 31 21
Unemployed 11 7
Total 152 100
INTERPRETATION
The above table shows that 55% of respondent’s occupation is student and followed by 21% of salaried respondents, then by 17% of part-time respondents,
then by 7% of unemployed respondents.
4.2.2 Chart showing the employment type of respondents
RESPONDENTS EMPLOYMENT TYPE
7%
21% Students
Part-time
55% Salaried
Unemployed
17%
4.2.3 Table showing marital status of the respondents
MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

Married 31 21
Unmarried 107 70
Prefer not to say 14 9
Total 152 100
INTERPRETATION
The above table shows that 70% of respondents are unmarried and followed by 21% of married respondents, then 9% of respondents prefer not to say
their marital status.
4.2.3 Chart showing the marital status of respondents
Martial status
9%
21%
Married
Unmarried
70%
4.2.4 Table showing gender of the respondents
GENDER NO OF RESPONDENTS PERCENTAGE

Male 81 53
Female 66 44
Prefer not to say 5 3
Total 152 100
INTERPRETATION
The above table shows that 53% of the respondents are male and followed by 44% female respondents, then 3% of the respondents prefer not to say their
gender.
4.2.4 Chart showing the gender of respondents
GENDER OF RESPONDENTS
3%
Male
44% Female
53%
Prefer not to say
4.2.5 Table showing the respondents ordering food online

ONLINE FOOD ORDER NO OF RESPONDENTS PERCENTAGE
Yes 119 78
No 12 8
Sometimes 21 14
Total 152 100
INTERPRETATION
The above table shows that 78% of the respondents prefer to order food online, followed by 14% of the respondents sometimes order food online and
then 8% respondents never order food online.
4.2.5 Chart showing the respondents ordering food online
ONLINE FOOD ORDER
14%
8% Yes
No
Sometimes
78%
4.2.6 Table showing on which online ordering platform do you often order food
FOOD ORDERING NO OF RESPONDENTS PERCENTAGE

PLATFORM
Zomato 41 27
Swiggy 55 36
Food panda 23 15
Uber eats 11 7
Others 22 15
Total 152 100
INTERPRETATION
The above table shows the respondents who often order food online, 36% customers order food through swiggy, followed by 27% customers order
through zomato, then 15% customers order through food panda and then order in other platforms, and 7% customer order through uber eats.
4.2.6 Chart showing on which online ordering platform do you often order food
FOOD ORDERING PLATFORM
Zomato
15%
27% Swiggy
7%
Food panda
15%
Uber eats
36% Others
4.2.7 Table showing Do you order food from online delivery apps, How often do you consume fast food on a weekly basis
CONSUMERS FAST FOOD PREFERENCE NO OF RESPONDENTS PERCENTAGE

ON WEEKLY BASIS
1-2 times 51 34
3-4 times 66 43
5-6 times 26 17
More than 7 times 9 6
Total 152 100
INTERPRETATION
The above table shows that 43% of respondents order food 3-4 times, followed by 34% of customers order 1-2 times, then 17% of customers order 5-6
times and then 6% customers order for more than 7 times on a weekly basis.
4.2.7 Chart showing Do you order food from online delivery apps, How often do you consume fast food on a weekly basis.
FAST FOOD CONSUMPSION on a weekly

basis
6% 1-2 times
17% 34% 3-4 times
5-6 times
43% More than 7 times
4.2.8 Table showing on which platform do you often see Zomato or swiggy advertising
ADVERTISING PLATFORM NO OF RESPONDENTS PERCENTAGE

Newspapers 14 9
Television 45 30
Social media 76 50
Billboards 17 11
Total 152 100
INTERPRETATION
The table shows that 50% of the respondents see advertisements through social media, followed by 30% through television, then 11% through the
billboards and then 9% through newspapers.
4.2.8 Chart showing on which platform do you often see Zomato or swiggy advertising
ADVERTISING PLATFORM
11% 9%
Newspapers
Television
30%
Social media
50% Bill boards
4.2.9 Table showing on an average how much money do you spend on buying fast food per week
AVERAGE MONEY SPENT ON FAST FOOD NO OF RESPONDENTS PERCENTAGE

300 31 21
800 55 36
1500 46 30
More than 2000 20 13
Total 152 100
INTERPRETATION
The table shows that 36% of respondents spend rupees 800, followed by 30% of the respondents spend rupees 1500, then 21% respondents spend rupees
300, then 13% respondents spend more than 2000 to buy fast food per week.
4.2.9 Chart showing on an average how much money do you spend on buying fast food per week
AVERAGE MONEY SPENT ON FAST FOOD
13% 21% 300

800
30% 1500
36% More than 2000
4.2.10 Table showing why do you not order on online food delivery platforms
REASONS FOR NOT ORDERING ONLINE NO OF RESPONDENTS PERCENTAGE

Delivery is expensive 24 16
Difficulty in placing order 51 33
Lack of trust in app 44 29
Food quality concern 33 22
Total 152 100
INTERPRETATION
The above tables shows that 33% of the respondents have difficulty in placing order online platforms, then 29% of respondents lack trust in apps, then
22% of respondents have food quality concern about online food and then 16% of respondents feels that the delivery is expensive for ordering in a online
platform.
4.2.10 Chart showing why do you not order on online food delivery platforms
REASONS FOR NOT ORDERING ONLINE
22% 16%
Delivery is expensive
Difficulty in placing order
Lack of trust in app
33%
29% Food quality concern
4.2.11 Table showing According to you, are the coupon codes and offers provided by swiggy and zomato are beneficial
IS COUPON AND OFFERS NO OF RESPONDENTS PERCENTAGE

BENEFICIAL
Yes 66 43
No 39 26
May be 47 31
Total 152 100
INTERPRETATION
The above table shows that 43% of respondents feel that the coupons codes and offers are beneficial to them, then 26% of respondents feel that the
coupons and offers are not very beneficial to them, 31% of respondents think maybe will be beneficial to them.
4.2.11 Chart showing According to you, are the coupon codes and offers provided by swiggy and zomato are beneficial
IS COUPONS AND OFFERS BENEFICIAL
31% yes
43% no
May be
26%
4.2.12 Table showing how you get to know about the platform
KNOWLEDGE ABOUT THE PLATFORM NO OF RESPONDENTS PERCENTAGE

Friends and family 31 20
advertisement 47 31
Social media 63 42
others 11 7
Total 152 100
INTERPRETATION
The above tables show that 42% of the respondents know about the online platform through social media, followed by 31% respondents know them
through advertisements, then 20% respondents know them through friends and family, and 7% of respondents through other means about the platforms.
4.2.12 Chart showing how you get to know about the platform
KNOWLEDGE ABOUT THE PLATFORM
7%
20%
Friends and family
advertisement
42% Social media
31% others
4.2.13 Table showing what percentage of discount would you prefer to switch from your current app to a competitor app
PREFERED DISCOUNT TO SWITCH NO OF RESPONDENTS PERCENTAGE

CURRENT APP
10-25% 23 15
25-50% 69 45
50-70% 45 30
Above 70% 15 10
Total 152 100
INTERPRETATION
The above tables shows that 45% of the respondents prefer to get 25-50% discount, followed by 30% of respondents prefer to get 50-70% discount, then
15% of respondents prefer to get 10-25% discount, and 10% respondents prefer to get above 70% discount to switch from current app to other competitor
apps.
4.2.13 Chart showing what percentage of discount would you prefer to switch from your current app to a competitor apps
PREFERED DISCOUNT TO SWITCH

CURRENT APP
15%
10%
10-25%
25-50%
30%
50-70%
45% Above 70%
4.2.14 Table showing are you loyal to your preferred food delivery app even if the other platforms have better offers at the time
CUSTOMER LOYALTY NO OF RESPONDENTS PERCENTAGE

BASIS
Customer service 38 25
On time delivery 52 34
Proper response 45 30
Discount and offers 17 11
Total 152 100
INTERPRETATION
The above table shows that the 34% of the respondents are loyal to their app for providing on time delivery, followed by 30% of respondents are loyal to
the app because of the proper response given by the apps, then 25% of the respondents are loyal to the app because of the customer service provided by
them, and 11% of respondents are loyal because of the discount and offers provided by the delivery service.
4.2.14 Chart showing are you loyal to your preferred food delivery app even if the other platforms have better offers at the time
CUSTOMER LOYALTY BASED ON
11% Customer service

25%
On time delivery
30%
Proper response
34% Discount and offers
4.2.15 Table showing what aspect would keep you loyal to your brand
LOYAL ASPECT OF THE BRAND NO OF RESPONDENTS PERCENTAGE

More coupons 28 18
Customer privilege 53 35
Cheap cost 49 32
Quick delivery 22 15
Total 152 100
INTERPRETATION
The above table shows that 35% of respondents are loyal due to customer privilege of the apps, followed by 32% of respondents are loyal due to cheap
cost of the product, then 18% of respondents are loyal due to more coupons provided by the food delivery apps, and 15% of the respondents are loyal due
to the quick delivery service of the platform.
4.2.15 Chart showing what aspect would keep you loyal to your brand
LOYAL ASPECT OF THE BRAND
15% 18% More coupons

Customer privilege
Cheap cost
32%
35% Quick delivery
4.2.16 Table showing have you faced any problems while using the application or while ordering via online
PROBLEMS FACED WHEN USING THE APP NO OF RESPONDENTS PERCENTAGE

Non availability 25 16
Order not found 45 30
Server error 45 30
Delay in delivery 37 24
Total 152 100

INTERPRETATION
The above table shows that 30% of the respondents faced problems while ordering food as server error or as order not found, followed by 24% of the
respondents faced problems such as delay in delivery of the food, then 16% of the respondents faced problems such as non availability for order.
4.2.16 Chart showing have you faced any problems while using the application or while ordering via online
PROBLEMS FACED WHEN USING

THE APP
16% Non availability

24%
Order not found
30% Server error

30% Delay in delivery
4.2.17 Table showing which discount offer attracts you most in Zomato or swiggy
ATTRACTIVE DISCOUNTS OFFERDED NO OF RESPONDENTS PERCENTAGE

Free delivery on first order 36 24
50% offer on min order value 52 34
Cash back on order on UPI 44 29
Additional items 20 13
Total 152 100
INTERPRETATION
The above table shows that 34% of the respondents are attracted to 50% offer on min order value, 29% of respondents are attracted to cash back on order
on UPI, 24% of respondents are attracted towards free delivery on first order, 13% of respondents are attracted towards additional items.
4.2.17 Chart showing which discount offer attracts you most in Zomato or swiggy
ATTRACTIVE DISCOUNT OFFERED
Free delivery on first order

13%
24%
50% offer on min order
value
29% Cash back on order on UPI
34%
Additional items
4.2.18 Table showing what feedback would you provide to better the services provided by them
FEEDBACK ABOUT THE SERVICE NO OF RESPONDENTS PERCENTAGE

PROVIDED
Improve delivery service 26 17
Reduce cost of product 52 34
Fulfill customer queries 61 40
More features 13 9
Total 152 100
INTERPRETATION
The above table shows that 40% of the respondents provide feedback to fulfill customer queries, followed by 34% of respondents provide feedback to
reduce cost of product, then 17% of respondents provide feedback to improve delivery service, and 9% respondents provide feedback to add more features.
4.2.18 Chart showing what feedback would you provide to better the services provided by them
FEEDBACK ABOUT THE SERVICE
9%
17%
Improve delivery service

Reduce cost of product
40% Fulfill customer queries

34% More features
4.2.19 Table showing which aspects attract you in packed online food
ATTRACTIVE ASPECT OF ONLINE NO OF RESPONDENTS PERCENTAGE

PACKED FOOD
Neatly sealed order 38 25
Attractive advertisement 44 29
Quick delivery 44 29
Useful offer 26 17
Total 152 100
INTERPRETATION
The above table shows that 29% of respondents are attracted towards the attractive advertisement and quick delivery provided by the Food delivery app,
followed by 25% of respondents are attracted by the neatly sealed order, then 17% of respondents are attracted by the useful offers provided by the online
food delivery apps.
4.2.19 Chart showing which aspects attract you in packed online food
ATTRACTIVE ASPECT IN ONLINE

PACKED FOOD
17% Neatly sealed order

25%
Attractive advertisement
29% Quick delivery

29% Useful offer
4.2.20 Table showing according to you what type offers and promotions you prefer more
PREFERED TYPES OF OFFERS AND NO OF RESPONDENTS PERCENTAGE

PROMOTIONS
Coupon discount 30 20
Combo off 38 25
Cash discount 48 31
Free delivery 36 25
Total 152 100
INTERPRETATION
The above table shows that 31% of respondents prefer to get cash discount, followed by 25% of respondents prefer to avail combo offers, then 24% of
respondents prefer free delivery, then 20% of respondents prefer to avail coupon discount from the online food delivery service.
4.2.20 Chart showing according to you what type offers and promotions you prefer more
PREFERED TYPES OF OFFERS AND

PROMOYIONS
24% 20% Coupon discount

Combo off
Cash discount
25%
31% Free delivery
4.2.21 Table showing what are the advantages of having more tie ups with the restaurant
ADVANTAGE OF HAVING TIEUPS WITH NO OF RESPONDENTS PERCENTAGE

RESTAURANT
Provide more varieties 46 30
Reduce deduction 41 27
Cost reduction 36 24
Logistics advantage 29 19
Total 152 100
INTERPRETATION
The above table shows that 30% of respondents think restaurants provide more varieties of food, followed by 27% of respondents thinks restaurants
reduce deductions, then 24% of respondents think restaurants provide cost reduction, and 19% of respondents think that restaurants provide logistics
advantages for food delivery services.
4.2.21 Chart showing what are the advantages of having more tie ups with the restaurant
ADVANTAGE OF HAVING TIEUPS WITH

RESTAURANTS
19% Provide more varieties

30%
Reduce deduction
24% Cost reduction
27% Logistics advantage
4.2.22 Table showing whether WEBSITE OR APP has easy accessibility to order food
ACCESSIBILITY FOR ORDERING FOOD NO OF RESPONDENTS PERCENTAGE

ONLINE
Websites 29 19
Application 73 48
Both 44 29
Neither 6 4
Total 152 100
INTERPRETATION
The above table shows that 48% of respondents prefer to order food in application, followed by 29% of the respondents prefer to order food in both
application and website, then 19% of respondents prefer to order food in website, and 4% of respondents don't wish to order in any online food delivery
services.
4.2.22 Chart showing whether WEBSITE OR APP has easy accessibility to order food
ASSESSIBILITY FOR ORDERING

FOOD ONLINE
Websites
4%19%
29% Application
Both
48%
Neither
4.2. Rank analysis
4.3.1 Table showing preference to order food by the respondents
PREFERED TIME TO ORDER FOOD ONLINE R1 R2 R3 R4 R5 Total Rank

Break fast 38 53 35 18 8 551 4
Lunch 40 47 36 21 8 546 3
Dinner 37 46 31 27 11 527 1
Evening snacks 44 34 39 25 10 533 2
INTERPRETATION
The above table shows that the respondents prefer to order food mostly for dinner, followed by evening snacks, then by lunch and lastly by breakfast.
4.3.2 Table showing response of the apps for customers query
APPS PROVIDING PROPER RESPONSE TO R1 R2 R3 R4 R5 Total Rank

CUSTOMERS
Zomato 44 57 32 15 4 578 4
Swiggy 36 67 28 16 5 569 3
Uber eats 26 40 40 36 10 492 2
Food panda 23 37 43 38 11 479 1
INTERPRETATION
The above table shows the respondent opinion on apps providing proper response to customer queries and rectifying them on time mostly by food panda
followed by uber eats, then by swiggy, and by Zomato.
4.3. Weighted average method
4.4.1 Table showing willingness of respondents suggesting food delivery apps to others
REASON FOR SUGGESTING TO OTHERS SA A N DA SDA Total Weighted Rank

average score
Personal satisfaction 60 43 37 9 3 604 3.97 1
Promotional benefits 43 62 33 12 2 588 3.86 2
Convenient to use 36 44 50 17 5 545 3.58 3
Others 37 45 39 19 12 532 3.5 4
INTERPRETATION
The above table shows that the respondents suggested others mostly based on personal satisfaction followed by promotional benefits, convenient usage
and other reasons to try the online food delivery services.
4.4.2 Table showing the rating of the food delivery apps based on satisfaction by the respondents

RATINGS FOR THE FOOD DELIVERY SA A N DA SDA Total Weighted Rank
APPS average score
Zomato 72 43 21 11 4 621 4.08 1
Swiggy 43 62 33 11 3 587 3.86 2
Uber eats 25 46 46 24 10 505 3.32 4
Food panda 30 40 45 29 7 510 3.35 3
INTERPRETATION
The above table shows that the respondents rating the food delivery service provided mostly for Zomato, followed by swiggy, Food panda and uber eats
based on their satisfaction.
5. Findings, suggestions and Conclusion of the study
5.1. Findings of the Study – Percentage analysis
● (41.4%) of the respondents are from the age group of 16-20 years.
● (55.3%) of the respondents are considered as students.
● (70.4%) of the respondents marital status is unmarried.
● (53.3%) of the respondents are male.
● (78.3%) of respondents order food online.
● (36.2%) of respondents order food through swiggy.
● (43.4%) of respondents like to consume fast food 3-4 times in a week through online food delivery service.
● (50%) of respondents see advertisements for Zomato and swiggy in social media.
● (36.2%) of respondents like to spend rupees 800 to order fast food in a week.
● (33.6%) Of respondents do not order food online because of difficulty in placing orders.
● (43.4%) of respondents are saying that the coupons and offers provided are beneficial.
● (41.4%) of respondents know about the food delivery app through social media.
● (45.4%) of respondents prefer a 25-50% discount to switch from their current online food delivery app.
● (34.2%) of respondents prefer to stay loyal to the food delivery service because of on time delivery.
● (34.9%) of respondents prefer to stay loyal due to customer privilege.
● (29.6%) of respondents faced problems such as order not found, server error while using the application.
● (34.2%) of respondents are attracted towards the offers such as 50%off on min order value.
● (40.1%) of respondents provide feedback to fulfill customer queries.
● (28.9%) of respondents are attracted to attractive advertisements, quick delivery attract customers in packed online food.
● (31.6%) of respondents prefer cash discount as their offer and promotion.
● (30.3%) of respondents think the advantages of tie up with restaurant is providing more varieties of food.
● (48%) of the respondents order food through application
5.2. Findings of the Study – Rank analysis
● The most preferred time period for ordering food online is considered as for breakfast.
● Zomato is the app that provides a proper response to the customer query and rectifies them on time.
5.3. Findings of the Study – Weighted average method
● Personal satisfaction is the main reason for the customers recommending the food delivery service to others.
● The most rated online food delivery service based on customer satisfaction is Zomato
5.3. Suggestions
● The food delivery service providers can employ more staff to enlighten the customers about the procedure and advantages of the delivery
service.
● They can conduct surveys and interviews from the customers to gain a deeper understanding of customer satisfaction and preference.
● Promote the food delivery service by relying on the digital marketing, analyze their social media marketing, advertisement marketing to assess
the effectiveness of the strategies.
5.3 Conclusion of the Study
● After conducting a study on the effectiveness of the marketing strategy for food delivery apps through Zomato and Swiggy, it can be concluded
that these apps have been successful in capturing the market and increasing their user base. The study found that both Zomato and Swiggy
have a strong brand image and user trust, which has helped them to grow their business rapidly.
● The study also found that both Zomato and Swiggy have been successful in using various marketing channels such as social media, email
marketing, and referral programs to acquire new customers and retain existing ones. Their targeted marketing campaigns have also been
effective in increasing user engagement and driving sales.
● Furthermore, the study highlighted the importance of customer satisfaction and experience in the success of food delivery apps. Both Zomato
and Swiggy have invested heavily in improving the quality of their services, including timely delivery and efficient customer support, which
has helped them to build a loyal user base.
● In conclusion, the marketing strategy adopted by Zomato and Swiggy has been highly effective in promoting their brands, acquiring new
customers, and retaining existing ones. However, they must continue to innovate and improve their services to stay ahead of the competition
in the highly competitive food delivery market.
References
1) Beliya, R. K., Deherkar, V., & Raut, R. D. (2019). Analysis of Online Food Delivery System and Its Impact on Fast Food Industry in India. In
Proceedings of the International Conference on Inventive Communication and Computational Technologies (pp. 1400-1405). Springer.
2) M. P., & Vivek. (2019). Factors Affecting Customer Switching Behaviour in Online Food Delivery Services. Journal of Emerging Technologies and
Innovative Research, 6(1), 192-198.
3) Zhao, Y., & Bacao, F. (2020). Analyzing customer satisfaction with online food delivery services: An empirical study in Macao. International Journal
of Hospitality Management, 87, 102438.
4) Mohanapriya, A., Geetha, P., & Kumar, P. A. (2020). An Empirical Study on Online Food Ordering Service Quality and Its Impact on Customer
Satisfaction in Chennai, India. Academy of Strategic Management Journal, 19(6), 1-14.
5) Malhotra, A., & Singh, S. (2020). Impact of Online Food Delivery Apps on Restaurant Business in India. International Journal of Innovative
Technology and Exploring Engineering, 9(5), 1381-1386.
6) Frederick, D., Kaushik, A., Raman, R., & Jain, N. (2021). SWOT analysis of Zomato: Evaluating the positioning strategy, marketing mix, and overall
strategic framework of an online food ordering and delivery platform. Journal of Marketing Communications, 27(3), 305-325.
7) Leong, W. H. (2016). The Effects of Online Food Ordering and Delivery Services on Restaurant Operations and Productivity. Journal of Tourism,
Hospitality & Culinary Arts, 8(2), 53-64.
8) Sethu, H. S., & Saini, B. (2016). A study on perception, behavior and satisfaction of students towards online food ordering and delivery services.
International Journal of Management and Commerce Innovations, 4(1), 185-193.
9) Ansar, Z., & Jain, S. (2016). Growth of E-commerce Industry in India: An Analysis. International Journal of Scientific Research and Management,
4(10), 5028-5031.
10) Pathan, M. A. (2017). Online Food Ordering System: A Framework. International Journal of Computer Applications, 161(9), 7-10.

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International Journal of Research Publication and Reviews, Vol 4, no 5, pp 938-957 May 2023

International Journal of Research Publication and Reviews

A Study on Effectiveness of the Marketing Strategy of Food Delivery

Keywords: Marketing strategy, Zomato and Swiggy.

1.1 Objectives of the study

• A study on correspondence of services provided by Zomato and swiggy.

1.2 Statement of problem

1.3 Scope of the Study

1.4 Limitations of the study

• The study is based on respondents, which may have some errors.

3.1. Data Collection

3.2. Area of Study

The area of the study refers to Coimbatore city.

3.3. Method of Sampling

Simple Random Sampling method was taken in this study.

3.4. Sample size

3.4. Data Sources

Primary data was collected for the purpose of the study.

3.5. Tools and Techniques

1) SIMPLE PERCENTAGE ANALYSIS

PERCENTAGE ANALYSIS = No. of respondent *100

Total no. of respondents

Rank analysis = Sum of no of respondents for a option

3) WEIGHTED AVERAGE METHOD

WEIGHTED AVERAGE = SUM OF THE WEIGHTED AVERAGE SCORE

SUM OF THE WEIGHT

4. Analysis and Interpretation

4.2.1 Table showing age of the respondents

AGE OF RESPONDENTS NO OF RESPONDENTS PERCENTAGE

SOURCE: PRIMARY DATA

4.2.1 Chart showing the age of respondents

4.2.2 Table showing employment type of the respondents

EMPLOYMENT TYPES NO OF RESPONDENTS PERCENTAGE

SOURCE: PRIMARY DATA

4.2.2 Chart showing the employment type of respondents

RESPONDENTS EMPLOYMENT TYPE

4.2.3 Table showing marital status of the respondents

MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

SOURCE: PRIMARY DATA

4.2.3 Chart showing the marital status of respondents

4.2.4 Table showing gender of the respondents

GENDER NO OF RESPONDENTS PERCENTAGE

Total 152 100

SOURCE: PRIMARY DATA

4.2.4 Chart showing the gender of respondents

4.2.5 Table showing the respondents ordering food online

ONLINE FOOD ORDER NO OF RESPONDENTS PERCENTAGE

Total 152 100

SOURCE: PRIMARY DATA

4.2.5 Chart showing the respondents ordering food online

ONLINE FOOD ORDER

FOOD ORDERING NO OF RESPONDENTS PERCENTAGE

SOURCE: PRIMARY DATA

FOOD ORDERING PLATFORM

CONSUMERS FAST FOOD PREFERENCE NO OF RESPONDENTS PERCENTAGE

SOURCE: PRIMARY DATA

FAST FOOD CONSUMPSION on a weekly

43% More than 7 times

ADVERTISING PLATFORM NO OF RESPONDENTS PERCENTAGE

SOURCE: PRIMARY DATA