Genba Sopanrao Moze

Arts Commerce & Science (B.C.S.) College

191, Maharashtra Housing Board, Yerwada, Pune-06

Consumer Perception Towards Online Food Delivery Services:

A Study of Swiggy and Zomato Users

Mayur Ratan Mane

Student of Third Year Bachelor of Business Administration

manemayur1394@gmail.com
 1. Abstract
The study was conducted to examine consumer perception towards online food delivery
services with specific reference to Swiggy and Zomato. The purpose of the research was
to understand how factors such as delivery time, app usability, discounts, hygiene, and
pricing influenced satisfaction and loyalty. The central research questions addressed
were: What are the major factors shaping consumer perception? To what extent do
discounts, delivery reliability, and usability affect long-term loyalty? Data were collected
from 120 respondents in Yerwada through a structured questionnaire, and analyzed using
descriptive statistics, chi-square tests, and correlation methods. The analysis revealed that
discounts and promotional offers were rated highest (mean = 4.4) and served as strong
motivators for adoption, while value for money was perceived weaker (mean = 3.7).
Correlation results indicated that delivery speed had a significant positive impact on
satisfaction (r = 0.62). The study concluded that although discounts attract consumers
initially, service reliability, transparent pricing, and consistent delivery performance were
the real determinants of loyalty. It was recommended that Swiggy and Zomato strengthen
their logistics systems, improve complaint resolution, and adopt consumer-centric pricing
strategies to sustain growth.

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 2. Introduction
 Definition of Research Topic: Online food delivery (OFD) services refer to digital
platforms that connect consumers with restaurants and deliver meals to customers
through app-based ordering systems.

 Research Problem Statement: Despite rapid growth of Swiggy and Zomato in

India, customers continue to face challenges such as inconsistent delivery times,
hidden charges, hygiene concerns, and fluctuating service quality. While discounts
attract users, sustaining long-term loyalty remains a challenge.

 Research Objectives:

1. To analyze consumer awareness and usage patterns of Swiggy and Zomato.

2. To identify factors influencing satisfaction and loyalty.

3. To examine the role of discounts, delivery time, and app usability in shaping
perception.

4. To suggest measures to improve consumer trust and retention.

 Rationale Behind the Study: As online delivery becomes a lifestyle habit,

understanding what drives satisfaction is crucial both for businesses seeking
competitiveness and for policymakers ensuring fair practices in the gig economy.

 Significance:

This study benefits

(i) businesses to refine strategies,

(ii) consumers to gain better services,

(iii) academia by contributing to service marketing literature,

(iv) policymakers by highlighting consumer protection and labor concerns.

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 3. Review of Literature
 Prior research indicates service quality (punctuality, hygiene, professionalism) as a
strong determinant of satisfaction (Rao, 2024; Sharma & Khatri, 2024).

 Promotional offers strongly attract Gen-Z and students, but are insufficient for
retention (Sharma & Kulkarni, 2022).

 Usability of apps and trust in digital payments significantly affect repeat usage
(Ramesh & Banerjee, 2023).

 Gig economy studies show delivery partner conditions indirectly impact consumer
perception (Suvarnapathaki et al., 2025).

Synthesis: Literature converges on the importance of discounts for acquisition and

reliability for retention. However, gaps exist in holistic comparative studies of Swiggy
and Zomato post-pandemic, especially around hygiene and pricing transparency.

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 4. Research Methods and Procedures
 Research Design: Descriptive and analytical.

 Data Collection:

1. Primary Data: Survey of 120 respondents in urban and semi-urban Yerwada.

2. Secondary Data: Academic journals, reports, and news sources.

 Sampling: Convenience sampling. Respondents include students, professionals, and

homemakers.

 Instruments: Structured questionnaire (Likert scale, MCQs, open-ended).

 Data Analysis Methods: Percentages, averages, chi-square test for categorical

relationships, correlation for delivery time vs. satisfaction.

 Time Frame: Data collected over one month, September 2025.

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 5. Analysis and Findings
 Demographics

a. Age: 52% respondents are 18–25 years.

b. Gender: 57% male, 42% female, 1% other.

 Usage Patterns

Platforms Freqeuncy percentage

swiggy 66 55%
zomato 42 35%
both 12 10%

Usage Chart
10%

35% 55%

Finding: Swiggy slightly dominates preference.

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 Consumer Perception Scores (Mean on 1–5 scale)

Factor Mean Score

App Usability 4.2
Delivery Time 3.8
Discounts & Offers 4.4
Hygiene & Professionalism 3.9
Value for Money 3.7

Perception Chart
4.6

4.4

4.2
Mean score

3.8

3.6

3.4

3.2
App Usability Delivery Time Discounts & Offers Hygiene & Value for Money
Professionalism

Interpretation: Discounts attract, but pricing/value perception lags.

 Inferential Findings:

 Chi-square test shows significant link between offers and platform choice.

 Correlation (r = 0.62) indicates delivery speed positively impacts satisfaction.

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 6. Conclusion and Recommendation
Conclusion

 Discounts are the strongest attraction driver but do not guarantee long-term loyalty.

 Delivery speed and service reliability are crucial for satisfaction.

 Younger consumers form the core user base.

 Perceived fairness in pricing remains a weak point.

Recommendations

1) Optimize Delivery Logistics: AI-based routing to reduce delays.

2) Transparent Pricing: Eliminate hidden charges to improve trust.

3) Strengthen Loyalty Programs: Beyond discounts, focus on cashback and

personalized offers.

4) Improve Customer Support: Faster refunds and complaint handling.

5) Invest in Hygiene Training: Delivery partners must meet post-pandemic hygiene

standards.

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 7. Limitations and Future Scope
 Limitations: Small sample size, limited geography (Yerwada), convenience
sampling bias, and time-bound responses.

 Future Scope:

1) Larger, nationwide comparative studies.

2) Longitudinal research to track consumer perception over time.

3) Deeper analysis of gig workers’ role in shaping customer experiences.

4) Exploring impact of 10-minute delivery trend on satisfaction and stress.

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 8. References (APA 7th)
 Crasta, S. (2025). Consumer satisfaction and perception towards online food delivery
services in India. IJPRR, 6(3), 128–134.

 Ghosh, A. (2020). Customer satisfaction towards online food delivery apps in India.
IJAST, 29(4), 1032–1045.

 Jain, R., Vora, K., & Vidani, M. (2024). Consumer preferences for food delivery apps
among Gen Z. IJCRT, 12(1), 256–263.

 Rao, S. (2024). Customer satisfaction towards Zomato in Hyderabad. IJRAAR,

11(2), 112–120.

 Ramesh, V., & Banerjee, A. (2023). Trust and usability in food delivery apps. JMCR,
15(2), 89–101.

 Sharma, A., & Khatri, P. (2024). Measuring customer satisfaction with OFD services.
IJM, 15(1), 64–72.

 Sharma, S., & Kulkarni, R. (2022). Impact of offers on loyalty in OFD apps. IJRCM,
13(7), 17–24.

 Suvarnapathaki, R., Shah, R., Negi, D., & Rangaswamy, P. (2025). The invisible
labor of gig workers in OFD sector. EPW, 60(7), 52–59.

 Thakkar, R., Shah, K., & Vidani, M. (2024). Comparative study of Swiggy and
Zomato. JRAR, 11(1), 210–217.