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Project On
FOOD DELIVERY APPLICATION
2019-21
(Apki Rasoi)

BUSINESS RESEARCH METHODOLOGY

SUBMITTED BY:
GROUP 3
Ankita Mishra (19202207)
SUBMITTED TO:
Pooja Yadav (19202229)
Prof. Piyusa Pritiparnna Das
Ritaja Pal (19202235)
Sreshtha Mondal (19202253)
Suvolakshmi Mukhopadhyay
(19202257)
Sec-D, MBA-I
KIIT School of Management
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ACKNOWLEDGEMENT

I, Pooja Yadav, would like to express my special thanks of gratitude to our

teacher Prof. Piyusa Pritiparnna Das who gave me the golden opportunity to
do this wonderful project on the topic FOOD DELIVERY APPLICATION (Apki
Rasoi) which also helped me in doing a lot of Research and I came to know
about so many new things I am really thankful to them. Secondly I would also
like to thank my parents and friends who helped me doing the survey and a lot
in finalizing this project within the limited time frame.
Thank You,
Date:4/4/2020 Pooja Yadav (19202229)
MBA-I (19-21), Sec-D,
KIIT School of Management, Bhubaneswar
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1. TABLE OF CONTENTS

2. Executive Summary................................................................................................................4
3. Introduction.........................................................................................................................5
a) Research Problem............................................................................................................5
b) Literature Review.............................................................................................................5
4. Research/ Project Objectives...............................................................................................5
5. Research Design and Methodology.....................................................................................5
a) Data Sources....................................................................................................................5
b) Research Approach..........................................................................................................5
c) Sampling..........................................................................................................................5
d) Research Instruments.......................................................................................................5
e) Contact Methods..............................................................................................................5
6. Research Framework...........................................................................................................5
7. Data Collection....................................................................................................................5
8. Data Analysis and Findings.................................................................................................5
9. Conclusion and Recommendations.....................................................................................5
10. References........................................................................................................................5
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2. EXECUTIVE SUMMARY
The online food delivery application has changed the traditional approach allowing the
customers to receive their ordered food delivered at their home, office and many other
places. The new online food delivery application has been started in order to provide
home-cooked food at various places. In today’s world, businesses are focusing on the
speedy delivery of orders through online payment methods. The pricing methods needs to
be competitive in order to attract large number of customers. In the entrepreneurial point
of view, a business research needs to be conducted for understanding the minds of the
customers. Keeping the requirements of the customers in mind, the application needs to
have features that becomes more convenient for them. The new takeaway system has to
be designed in a way that becomes more appealing and innovative to the users.
The report outlines the detailed understanding of the online food delivery application that
delivers home-cooked food to the customers. The research problem discusses the concern
of the online food delivery application so necessary requirements regarding it can be
performed successfully. The literature review provides the survey of sources such as
journals, articles and research paper on the topic that helps to analyses the data clearly.
The objectives are set to complete the project successfully. Research Methodology
discusses the data sources, research approach, sampling, instruments and methods to have
a clear concept on the requirements of the online food application. Research approach has
two methods that is qualitative and quantitative methods. Under quantitative methods, the
collection of data is performed in the form of survey questionnaire. 97 respondents are
undertaken for the research to have an in-depth understanding of the customer’s
requirements. After the survey is performed, the research framework is determined to
ensure the logical description on the conduct of the study. The timeline is prepared for
understanding the duration of the study. The data is analyzed and issues are identified in
the data analysis and findings. The issues with the application is overcome by coming up
with suggestions.

3. INTRODUCTION
The online food delivery application has been started to fulfill the requirements of the
customers. The aim of the research is to have adequate features to meet the needs of the
users. The home-cooked food is being provided through the online food delivery
application by having 100 delivery partners however the requirements are to be met
adequately. The main advantage of the application is to have simplified the ordering
process for both the business and the customers. The pricing of the delivery of the
application is identified for the effectiveness of the online food delivery system. The
research is being conducted with appropriateness for meeting the goals effectively.

a) Research Problem
The business research is conducted in order to know about the consumer’s perception
about online food delivery systems. The services that the online food delivery
applications provide can be known from the study and the factors that are affecting their
perception. The perception of consumers may vary under different circumstances so the
pricing of the delivery needs to be placed strategically. With the 100 fleet of delivery
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partners the business needs to be conducted effectively. The issues can be understood by
conducting the study effectively so the application can be developed accordingly.

b) Literature Review
1. Significance of the features of the online food delivery application
The significance of the features of the online food delivery application is to have a clear
understanding of the consumer behavior effectively. The online food delivery application is
designed to save time from waiting in restaurants. Additional features need to be added to the
application in order to overcome the gap. The food quality and location decisions are to be
considered significant as the consumer behavior is changing over a period of time. The
changing pattern of food delivery system is requiring to track the location by the online food
delivery application. The offers, combo’s and time duration to reach the destination needs to
be best and optimized for increasing the customer base effectively.
2. Factors affecting the ordering of home-cooked food through online food delivery
system
Food delivery system for customers is popular nowadays as it offers maximum benefit
through its fast delivery system. The customers who wants home-cooked meals however
cannot endure the inconvenience of going out so these are the target audience of the
application. The number of promotion has affected the minds of the consumers as previously
there was no application delivering home-cooked meals. Better delivery services have
improved the frequency of purchase of ordering of home-cooked food. The relationship
between buying habits and age holds a significant factor for online delivery of home-cooked
food.
3. Impact of online food delivery system that delivers home-cooked meals
With the online food delivery system, the consumers are able to purchase their home-cooked
food at the lowest price. The frequency of purchase has increased as offers are available on
the online application. The customization of the food on the online application attract the
customers largely. The quality service offered with the home-cooked meals by the application
with the help of delivery partners helps in enlargement of the customer base effectively.
4. Consumer’s perception towards the ordering of online home-cooked food through
online food application
The availability of the food by a click on the mobile application has enabled it to have
immense popularity among the consumers. The office goers after coming back to home are
able to purchase food with effective service. The ease of use of the mobile application has
made the consumers more drawn towards it. Moreover, the availability of home-cooked food
helps the application to increase the revenue and customer base. Awareness among the users
through the online platform has helped to understand the availability of home-cooked food.
The preference of the home-cooked food is identified so improvements are required to retain
the customer base successfully.
c) To evaluate the pricing of the online food delivery application
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The spending per meal on the food in the online food delivery application helps determine the
pricing. The online food applications have provided the consumers the ability to make price
comparison and order food at a much lower price. The cost efficiency has provided consumer
satisfaction effectively. The price strategy of the application is effective in this manner as the
consumers spends on the meal.
d) To analyze the effectiveness of the delivery partners of the online food delivery application
The online food delivery application has provided the ease of providing food through online
mobile-based application within the limited time duration. The delivery partners have been
able to deliver the food within minimum time mostly. The number of delivery partners was
large so delivering was easy for the business. The delivery fleet could be tracked for most of
the application however not for all.
7. To analyze the relationship between age group and ordering online home-cooked
food
Different age group of consumers has different demands so the application is used to order
home-cooked food. Nowadays, the number of working individuals has increased so they do
not get time for cooking meals as they get tired. The reuse of the application is performed as
the consumers are satisfied with the delivery of the food. The performance expectancy of the
mobile-application has helped the consumers understand the fact that home-cooked food is
available just a click on it.
8. To evaluate the online payment mode of the online food delivery application
The online payment mode of the food delivery application has enabled the consumers to pay
for the food easily. Online payment mode in combination with great offers which facilitates
the business to increase visibility and attract new prospects. The unavailability of cash at the
moment has enabled the consumers to pay through online mode quickly and easily.
9. Methods of providing home-cooked meals to defined geographical locations
The home-cooked meals are provided to the consumers to remote areas by selecting one or
more available options. Sending a confirmation to the meal seeker with instructions is sent
through an interface on a networked device. Communicating the selected meal to the
consumers in different geographical locations has made it convenient to the consumers with
the help of online delivery applications easily.
10. Utilization of technologies in Food Logistics
The increase in the number of smart devices has enabled the consumers to download the
online food delivery application. It substitutes the method of going out with delivery of
home-cooked meals at the location. The navigation is performed with the help of logistic path
planning algorithm that facilitates the home delivery of food to the customers effectively.
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4. Research/ Project Objectives

The objectives of the study define the improvements of the online food delivery
application. Reaching the target can help to improve the online food delivery
application effectively. The major objectives are as follows:
RO1: To understand the features suitable for the online food delivery application
effectively
RO2: To know the preference of home-cooked food of customers while ordering
through online food delivery systems
RO3: To analyze the impact of home-cooked food though the online food ordering
systems
RO4: Whether there is a relationship between the age group and ordering of online
home-cooked food
RO5: Whether there is a relationship between the number of individuals staying away
from home and ordering of online home-cooked food
RO6: Whether there is a relationship between spending per meal and ordering of
online home-cooked food in order to develop an effective pricing strategy
RO7: Whether there is a relationship between the distance of delivery and ordering of
home-cooked food in order to have an understanding of the utilization of 100 fleet of
delivery partners
RO8: To analyze the customer’s perception while ordering home-cooked food
through the online food delivery application

 QUESTIONNAIRE LINK
https://docs.google.com/a/ksom.ac.in/forms/d/1K_XTBOPq0ebAJV_HCAMg3itm-
KeHgP-KwyNPYMcEVps/edit?usp=drivesdk

 RESPONSES LINK AND GRAPHICAL REPRESENTATION

brm project-
excel.xlsx
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5. RESEARCH DESIGN AND METHODOLOGY

Data sources: We have used the primary source of data for this report. We have
chosen the method of survey through “Questionnaires” to collect all the data.
Collecting the primary data helped us to collect the real data from the real people
apart from the secondary data that helped us to do a research on the potential of
market for providing home cooked food to our customers.

Research approach: We have taken here the quantitative approach of research.

We opted the quantitative approach for research because we needed to know if
maximum number of people actually satisfied with the provisions of our app and that
could only be done by gaining knowledge about the percentage of people who would
like to use our app.

Sampling: For this report, we aimed at choosing people from Bhubaneswar so that
we can first test the success of our app and business in the niche circle. So basically,
for collecting the data, we chose the simple random sampling among the population of
Bhubaneswar to know their interest towards the delivery of home cooked food and
how much price they all will be willing to pay for these meals.

Research instruments: Research Instruments are measurement tools (for

example, questionnaires or scales) designed to obtain data on a topic of interest from
research subjects. Research instrument provide information about the research
instrument, including information such as the purpose of the instrument, the
population addressed, the variables measured, and more. Thus, the research
instrument used for our research is the Questionnaire used for survey that is shared to
people through mails and messages.
And contact methods used to collect data includes mailing, telephone interviews and
online interviews .
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6. RESEARCH FRAMEWORK

A research framework provides an underlying structure or model to support our collective

research efforts. Having a framework allows us to better prioritise our teams’ research
efforts. Just like any other design and engineering activities research time comes at a cost,
and although research is fundamental to helping us make evidence-based product
decisions, we still have to prioritise how and where we spend that time. It helps us to
determine if we need to allocate more effort now in identifying new opportunities or
validating and testing ideas already in the pipeline?

The key here, and where the framework helps, is by allowing us to be more intentional
about the different types of research we’re conducting and when. It also helps in reducing
confusions and extra effort.

So here in this report we have divided the framework into three phases –

PHASE-1

Under phase 1, lies the baby steps taken for conducting this research. Following are the
steps taken in the first phase-

 Problem Identification: In the first place we recognized our problem statement,

i.e. , “As an entrepreneur, what extra facilities should we keep in our app to make it
favourite among the population and what should be the average pricing of each
meal.”

 Ideation: Under this, we discussed about the possible features that can keep our app
ahead of the other apps and could become a star performer in the field of
homemade food delivery. We decided about all the possible options to be
implemented for the betterment of “Apki Rasoi” and all of them were listed down
one by one.

 Choosing target audience: after the ideation stage, we moved ahead to choose our
target audience in the city of Bhubaneswar to collect required surveys.

PHASE-2

Under phase 2 we focused on the data collection part in the following manner-
 Create Questionnaire: We created our questionnaire for the collection of our required
information .
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 Collect surveys: post to designing questionnaires, we shared all the questionnaires

among the target audience. We collected their responses through mails, telephones
and online mediums.
 Analyse and conclude

PHASE-3
This will include the further steps including implementation and repeated evaluation of our
app for any further changes that might be required in the future.

7. DATA COLLECTION
The timeline for planning and the steps taken doing this project is as under:
 The research objective was set – as per the research problem, the objective was
finalized.
 The research plan was created – according to the objective, the details of the project
was discussed to further carry on the project.
 The questionnaire was created – the questionnaire was prepared for the purpose of
data collection.
 Sample was decided upon -
 Data collection was done – the prepared questionnaire was circulated for collection of
responses through online survey.
 Data analysis was done based on the survey – from the data acquired through the
online survey, the analysis for the project was done.
 Conclusion and recommendations were discussed –from the suggestions collected
through the online survey as well as the analysis, the conclusion for this project was
done.
8. SAMPLE DESCRIPTION
The sample for this project comprises of management students, with a sample size of 97.
The sample includes different age group respondents - 68.9% from the age group of 15-
25 years, 17.7% in the age group of 25-35 years, and 6.3% in the age groups of 35-
45years & 45years and above. The sample consists of both male and female respondents.
The 75% respondents of the sample stay away from their homes, and are suited as
potential users of a home cooked food delivery application.
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9. CONCLUSION
From the conducted survey, it can be concluded that maximum people are accepting
towards home cooked food being delivered to them. According to the collected data, the
application for this should include the following features-
 Location tracker
 Special option for customizing menu – adding preferred items.
 Option for change of menu or special combos as per office or home
 Notifying discounts & coupons

RECOMMENDATIONS
With reference to the responses from the online survey, the home cooked food
delivery application should include the location the delivery person carrying the order,
along with estimated time to be delivered. Since, discounts, coupons, cashback – are
some measures which are attractions among customers, it may start with some
discounts and coupons for criteria such as first order. With increase in the use of the
application, and expanding customers, the provision for coupons & cashbacks can be
increased to attract more potential customers. Also, during festive seasons,
complimentary desserts can be offered to keep the existing customers active and
provide as an interest factor for others to increase the use of the application.

time price
1hr
9%

₹350 - above
8%

45min ₹250- ₹350

28% 32% ₹150- ₹250
59%
30 min
63%
 How much would you prefer an app that provides pure home cooked food?
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How much would you prefer an app that provides pure home
cooked food?
1
7
13
19
25
31 How much would you prefer an app
37 that provides pure home cooked
43 food?
49
55
61
67
73
79
85
91

0 1 2 3 4 5 6

10. REFERENCES
 https://www.academia.edu/22293120/DESIGN_AND_IMPLEMENTATION_OF_O
NLINE_FOOD_ORDERING_SYSTEM
 https://www.researchgate.net/publication/333642857_SATISFACTION_OF_CONSU
MERS_BY_USING_ONLINE_FOOD_SERVICES
 https://www.sciencedirect.com/science/article/abs/pii/S0925527318302020
 https://www.tandfonline.com/doi/abs/10.1080/15980634.2018.1551308
 https://www.sciencedirect.com/science/article/abs/pii/S1094996819300532
 http://ijissh.org/wp-content/uploads/2019/06/V4I2-17.pdf
 https://www.researchgate.net/profile/Dazmin_Daud2/publication/331087317_THE_R
ELATIONSHIP_BETWEEN_CONSUMERS'_PRICE-
SAVING_ORIENTATION_AND_TIME-
SAVING_ORIENTATION_TOWARDS_FOOD_DELIVERY_INTERMEDIARIES
_FDI_SERVICES_AN_EXPLORATORY_STUDY/links/5c64da7792851c48a9d25c
81/THE-RELATIONSHIP-BETWEEN-CONSUMERS-PRICE-SAVING-
ORIENTATION-AND-TIME-SAVING-ORIENTATION-TOWARDS-FOOD-
DELIVERY-INTERMEDIARIES-FDI-SERVICES-AN-EXPLORATORY-
STUDY.pdf
 https://www.sciencedirect.com/science/article/pii/S0268401219302038
 https://www.emerald.com/insight/content/doi/10.1108/BFJ-05-2016-0207/full/html
 https://www.researchgate.net/profile/Balasaheb_Tarle2/publication/323152509_Food
_Logistics_using_Swarm_Intelligence/links/5a8324180f7e9bda86a1da20/Food-
Logistics-using-Swarm-Intelligence.pdf

THANK YOU