To Study the Impact of Online Platforms on Consumers of Food Delivery Market with Special Reference to Uttar Pradesh.

Abstract

Online food delivery has become extremely popular in India, and represents a market, which although in its infancy, runs into billions. The penetrations of internet technology, mainly mobile phones, and vast use of app-based services have given impetus to the online food delivery services in India. There has been some research into the use of online food delivery platforms, but mainly the comparisons between online delivery and in-house dining. This research looked into the use of online platforms for food delivery in Uttar Pradesh, investigating the factors that impact the choice of online platforms, and customer satisfaction. Underpinned by the Unified Theory of Acceptance and Use of Technology (UTAUT), the research adopted a quantitative approach, surveying 356 users who were frequent users of at least one of the major online food delivery platforms. The research found evidence for a number of factors such as on-time delivery and discounts as guiding users’ choices when selecting food delivery platforms. Swiggy and Zomato were found to be the undisputed leaders in the field, with over 90 % of the sample units favouring either of the two platforms.