THE FACTORS INFLUENCING CUSTOMER TO PURCHASE READY MADE FOOD (READY TO EAT) FROM ONLINE FOOD DELIVERY SERVICES
Kunal Das*,
*(Marketing Department, Pune Institute of Management Studies, Pune
Email: kunaldas089@gmail.com)
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Abstract:
Purpose- The study is aims to find out the factor which are influencing customer to purchase Ready to Eat Food from online food delivery apps and services. Due to various factors, online food marketing is also able to create plenty of job opportunities which leads to rise in ‘Gig economy’.
Methodology- This research paper is quantitative type of research and systematic review of research papers published in various national and international level journals. The sampling technique is used in this research paper is Random Probability sampling process. A Primary survey of 70 respondents have been collected and data have been analyzed in the terms of percentage analysis and presented in bar charts, pie charts and histogram.
Finding- This paper helps to figure out the influencing factors i.e. time saving, easy to access using internet, various options of menu, offers and discounts, Cash on delivery facility, Home delivery, Taste, changing life style and mainly the working professionals specifically unmarried individuals promotes them to buy food online.
Managerial Implication- This paper helps to identify the pros and cons of online food delivery services. The present findings of the study will enable marketers to design some marketing and branding strategies so as sustain the Online Food Delivery Business. Also further study about this topic will also help to new researcher to research upon impact of consumption of Outside readymade food on their Health.
Originality of values- The paper contributes to the literature by providing some insights about the Online Food Delivery Businesses and to explore some new opportunities so as to grow the business in all round way.
Keywords — Food, Food industry, Technology, Marketplace
