Inorder to understand the perception and customer journey map for online delivery services we

conducted two Focus Group Discussions each 1-hour long. The FGD touched upon various aspects of
online food delivery, comparison of food delivery apps like zomato, swiggy, uber eats, cravings for
food they like, frequency of usage, what makes them order from specific app, late night cravings,
how being an introvert or extrovert influences the online food purchasing behaviour, social
infuences etc.

From the FGD discussion we did the perceptual mapping of various delivery apps considering two
parameters at a time.

So one of the two most important parameter for online food delivery came out to be Choice of
restaurants and better discounts. From the FGD we found that different deliver apps were at
different positions on the perceptual map.

Better discounts

Poor Choice Better Choice

of restaurants of restaurants

Poor discounts

On time delivery

Poor Customer Good customer

service service

Poor delivery

Insights from FGD:

 Online food delivery fits into the busy life where one can’t afford time to go out and have
the food one likes.
 Discounts on expensive restaurant deliveries generate trials and thereby increasing the
likeness of restaurant visit for eat outs.
  Non vegetarians order non veg curry or starters when mess menu is vegetarian for the day.
 Zomato cashback makes people to order from zomato again.
 For almost all complaints zomato provides wallet balance as compensation which results in
continued purchase though dissatisfied with previous.
 Having better choice of restaurants listing and discounts in the app drives sales
 Default display of best discounts and offer codes just before billing as well increases
customer delight
 Introverts tend to use online delivery app during weekends more than extroverts
 Ordering and sharing food is common among students for enjoyment and also to reduce the
expense of each individual.
 On seeing food delivery guys outside the building causes craving

Limitation of FGD

The focus group was limited to student community in XLRI.

Framework for in-depth interview

In order to make the in-depth interviews more effective we considered various aspects of food
delivery, lifestyles, situations and health concerns. The major aspects considered are:

 Occasion of purchase: probing into how occasions drives usage of food delivery apps. The
events could be as simple as two friends just watching a movie together or a lil grand
birthday party. We will look into what kindles the urge to have food or created cravings for a
particular food. Whether occasion calls for a particular type of food. Does the situation and
ambience in which the occasion happens have any influence on the food one orders and so
on.
 Exclusivity and choice of restaurants: We would be probing into how listing of exclusive
restaurants in the app influences the customer behaviour towards a particular app.
 Post purchase dissonance: This aspect will look into the nature of dissonance after
consumption of ordered food. Reasons for guilt and ways through which a consumer over
comes the post purchase dissonance.
 Relative importance of various parameters of food delivery: Major factors like discounts,
listing of restaurants, on time delivery, customer service etc have relative importance for
various customers. So this need to be probed to get to a general conclusion of preferences.
 Food habits and preferences: Ones food habits can have a great influence on the usage of
the apps and the type of food that will be ordered. Also if we could develop a pattern in the
eating timings and preferences we could develop further interventions to create more
engagement.
 Sleeping habits:
 Colour preferences:
 Aesthetics of the app and photos of food:
 Health concerns:
 Personality type:
 Social influences on food habits:
 Effect of offers, cashbacks and credits: