Abstract: Coimbatore is the second largest city in Tamil Nadu next to Chennai. Coimbatore is the home to various famous restaurants like SreeAnnapoorna, Haribhavanam, Junior Kuppanna& so on. There are 250 and above registered restaurants in Coimbatore. With numerous restaurants and lakhs of the population which knowledge about online food ordering makes Coimbatore serve as a better market for Online Line Food Ordering Platforms. As of November 2017 in the city of Coimbatore, there was only one player ZOMATO in the field of Online Food Ordering. Within a span of one and a half years, players in the field of online food ordering have increased. The people of Coimbatore are readily supporting the upcoming players too. As of now, there is no study made in Coimbatore to find out the reasons behind for successful growth of online food ordering. The study is to find what motivates people of Coimbatore to use online food ordering platforms rather going to a restaurant and having food. With the sample size of 200(150 from consumer and 50 from restaurants) collected in Coimbatore using questionnaire and interview regarding Online Food Ordering Platform. Percent analysis, weighted analysis, cross tabulation, chi-square, and regression analysis is done using SPSS and Ms- Excel. As a result, convenience is most important factor that motivate consumer to use online food ordering and environmental reason such as sustain in market, customer recommendations. SWIGGY is the most preferred online food ordering platform in Coimbatore. The sufficient awareness is created among consumer is due to the promotions done in Social Media. The scope for online food ordering is high among the consumer; platforms can introduce Scheduled Ordering and Take away program for better future.
Keywords: Online Food Ordering, Swiggy, Ubereats, Zomato, Online Food Ordering Platform.
Title: CONSUMER’S MOTIVATION TO ORDER FOOD ONLINE WITH REFERENCE TO COIMBATORE
Author: Gokul Mohan R, Dr. K. Sri Gayathridevi
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
