Running Head: The Benefit and Role of E-Commerce for the Online Food Ordering Industry in India During

Covid-19 1

Full name:

Student number:

Module Title: Dissertation or Applied Business Project

Assessment Title: Research Proposal (Task 1)

The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

THE BENEFIT AND ROLE OF E-COMMERCE FOR

THE ONLINE FOOD ORDERING INDUSTRY IN INDIA

DURING COVID-19
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

Table of Contents
Part A.........................................................................................................................................4
1. Introduction............................................................................................................................4
1.1: Research Background.........................................................................................................4
1.2. Research Aim.................................................................................................................5
1.3. Research objectives........................................................................................................6
1.4. Rationale.........................................................................................................................6
1.5. Significance of the study................................................................................................8
Part B..........................................................................................................................................9
2. Literature review....................................................................................................................9
2.1 Concept of e-commerce for online food ordering...........................................................9
2.2 Trend of using e-commerce in the UK and India…………………………………..…10
2.3 Discussing advantages and disadvantages of using E-commerce.................................11
2.4 Critically analysis of the role of e-commerce in food ordering during COVID-19....12
2.5 Theoretical perspectives................................................................................................12
2.5.2 Actor-network theory.................................................................................................14
2.6 Literature gap………………………………………………………………………….15
Part C........................................................................................................................................16
3. Methodology........................................................................................................................16
3.1 Research philosophy......................................................................................................16
3.2 Research Design............................................................................................................16
3.3 Research approach.........................................................................................................16
3.3 Data collection and analysis..........................................................................................17
Reference list............................................................................................................................19
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

Part A
1. Introduction

1.1: Research Background

Many markets will migrate to the internet world by 2022, although many individuals

had not even known about the online world or the digital marketing system until 2019.

Kumar (2020) stated and explains the trend of using e-commerce before the Covid-19 in

India and the UK, which can be measured as the customer satisfaction value and the number

of people using the E-commerce portal, prior to SAARS people were more likely to go to

mall or grocery market for shopping and restaurant for dining and lunch.

Figure 1.1: Trend of e-commerce in India Before and after Covid-19

(Source: Pal et al., 2021)

From the graph, it is visible that the value of e-commerce for online food delivery has

grown more in recent times. During Covid-19, the food delivery portal demonstrates the

benefit of having such services. In India, it leaves a great impact on the food industry during

the pandemic period. The availability of an E-commerce platform as a shopping medium

enables the customers to shop conveniently and compare the products and prices effectively.
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

Many developments in online shopping suggest that food has become one of the most popular

items as it has grown significantly in recent years.

This advancement in internet food presents both an opportunity and a challenge

for restaurants, as it causes intense rivalry. In this challenging environment, having loyal

consumers is critical for online business businesses, as stated by (More et al., 2021)

Figure 1.2: Trend of e-commerce in India Before and after Covid-19

(Source: Galhotra&Dewan, 2020)

The United Kingdom is already a developed country, and these online food market services
have been in operation for a very long time, as indicated in the graph, but in the Covid-19
scenario, the benefits have grown with time, and many consumers now utilize online food
portals to feed themselves. The most frequent definition of e-service quality is the extent and
dependability of a website that facilitates efficient and effective food shopping, purchasing,
and product and service delivery (Shanmugam et al., 2021). Customer loyalty and
expectations have shifted, and the significance of popular e-commerce food delivery
platforms is increasing.
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

1.2. Research Aim

The main aim of this research is to investigate the impact of e-commerce in India and

compare it to the UK.

1.3. Research objectives

RO 1: To analyze e-commerce increased online sales in the food industry during

covid-19

RO 2: To evaluate the importance of E-commerce food delivery services in India and

the UK

RO 3: To know the process of these up growing markets affecting the other online

services portal after the Covid-19 situation

Research questions

Main Research Question

Has e-commerce increased online sales in the food industry during covid-19?

Sub Questions

RQ 1: What are the main factors that affect the development of online sales in the food sector

industry?

RQ 2: Why is it important to understand the emerging importance of E-commerce food

delivery services in India and the UK?

RQ 3: How has the online food market affected the other online services portal and what

steps taken by them to reach this point?

1.4. Rationale
States that at the beginning of the e-commerce platform, when it was in its initial

stages, it faced issues such as low customer satisfaction because many people didn't find it

suitable for ordering food because there was always doubt about the quality of food, a

customer was dissatisfied with the service, and this had a significant impact on the company.
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

In Covid-19 it has seen that people began to believe in the online food delivery services and

the graph above shows a spike during 2019 to 2021. It has considered that with changing time

it will grow only because it already provides satisfaction to the customer and earns the

confidence of their customer (Lin et al., 2022). The lack of communication results in a lack of

customer satisfaction since, in the internet world, face to face communication is never an

possibility, making customers hesitant to believe.

One more factor is the payment factor, which generally comes from the enterprise

side, many times payment gateway have challenges, which damage customer belief, cash

payment method also faces issues, such as when people take the food and then oppose to give

the money (Din et al., 2022).

Figure 1.3: Trending of E-commerce in Covid-19

(Source: Jun et al., 2021)

All previous concerns have now been resolved since time changes the human need

and degree of satisfaction, the reliable online portal, which is bug-free and provides a

gateway for legitimate payment alternatives. The purpose of this research is to demonstrate

how the Covid-19 transformed and played a significant role in e-commerce-related

The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

enterprises, as indicated by Ali et al., (2020), and through time, the food industry

demonstrates the importance of the online portal. In Covid-19, India and the United Kingdom

lost a large number of people, but it also demonstrates the harsh realities of the world and the

critical role of food supply, which is necessary for everyone.

1.5. Significance of the study

This paper will demonstrate the advantages of the E-commerce food industry and its

shifting role in India and the United Kingdom in emerging times. As the time it takes to

deliver food decreases from an hour to a few minutes, payment facilitation for prepaid

customers becomes easier, there is an increase in supply and its chain management system,

which brings employment to the country, and there is no need to waste money on advertising

because all customers from this platform are already on the digital market. According to

Chaturvedi and Agrawal (2021), the elaborate trend of e-commerce has also undergone many

changes in the field of product quality and trustworthy services provided by the firm, as e-

commerce must know the fundamental identification of the quality to increase.

They establish a favorable image of the firm by providing rapid delivery and

ensuring customer satisfaction in order to win more customers and attract many more people

to the online platform. Li et al., (2020) stated that in modern environment, E-commerce is

one of the fastest growing industries, with India and the United Kingdom leading the way,

with a huge market potential for investors from all over the country and the world. The

proposal will demonstrate that there has been a huge surge in investment since last year, with

more to come in the next years, as well as the regular expansion in the field of utilising

mobile phones, which has become the need for each human being. It has become quite

inexpensive in contrast to load times on the internet, and users of the online portal have

facilitated e-commerce company in both metropolitan and rural cities in the United Kingdom

and India.
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

Part B
2. Literature review

E-commerce is the process of purchasing and selling any kind of goods and services
through an online platform. E-commerce plays an important role in trading goods and
services for the manufacturers and distributors as they find it easy to expand their reach as
well as sales volume. In India, e-commerce is rapidly growing and changing its form as
small-scale businesses are also adopting this approach for maximizing their sales. The main
reason behind this adoption is it needs less investment and provides higher earnings or
revenue. This approach is also helping the food businesses to maximize their growth by
facilitating speedy and safe deliveries of products, especially during the pandemic. The
evidence shows that the food and beverage industry is growing day by day and e-commerce
plays one of the major roles in this growth.

2.1 Concept of e-commerce for online food ordering

E-commerce is the process through which individuals use the internet to buy and sell

different items, products, and services. Computers, laptops, palmtops, mobile phones, and

other modern devices can all be used to execute E-commerce transactions. (Kwilinski et

al., 2019) Nowadays, almost everything can be purchased through e-commerce. E-commerce

has spread all over the world. The WHO reported in 2019 that the corona virus is spreading

from China. Since that year, the majority of the country has been isolated and closed down

for months. Because the epidemic afflicted the majority of the country, those countries must

implement an e-commerce strategy in order to live their lives. According to Thamaraiselvan

et al (2019), People had to purchase food online discreetly since they couldn't obtain food and

other products at the market. E-commerce helps individuals live their lives during Covid-19

by providing an excellent service for online food delivery (Mehrolia et al., 2021).
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

10

2.2 Trend of using e-commerce in the UK and India

After studying various collected data, the trends of e-commerce in India have

increased at a CAGR of 23% from 2015 to 2020. At the same time, internet purchasers rose

up the curve with a CAGR of 35% throughout the same year. In India, the government

launched the digital India campaign on July 1st, employing mobile networking apps such as

Paytm, G-pay, BHIM, and OLA money (Chawla & Kumar., 2021).

Figure 2.1: Trend of using E-commerce in India

(Source: Chawla & Kumar, 2020)

After surveying the field in the UK, the collecting data shows that the trends of e-

commerce in the UK have grown up after Covid-19. The retailer grew up in the online market

from 2010 to the 2020 year. The mentioned graph shows that the online sales proportion

increased 40% during the pandemic year. The Government of the UK was covering the retail

marketing process through the retail property and the retailer becoming stronger in the online

market (Nanda et al., 2021)

The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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Figure 2.2: Trends of using E-commerce in the UK

(Source: Nanda et al., 2021)

2.3 Discussing advantages and disadvantages of using E-commerce

After Covid-19, e-commerce is proceeding successfully throughout the world. E-

commerce also helps the affected people to lead their life safely without being sick. The e-

commerce process makes the life of the people and it is a very easy process to get food on

time without any hazards. E-commerce enhances the customer-restaurant relationship with

the CRM process. E-commerce provides a 24*7 online delivery process (Pal et al., 2021).

With the help of e-commerce, the customers can get their orders on time at the right place.

Even in some crowded areas when the customer is unable to order, food the e-commerce

process provides the customer to order food anytime anywhere using their mobile, tablet, or

any electronic belongings.

Besides the advantages, e-commerce also has some disadvantages related to the online

food delivery process. E-commerce does not provide any direct contact with the customers.

The customer may compromise with the ordering food quality. Delivery charges sometimes

increase employment cost, which created by the consumers (Mehrolia et al., 2021). During
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

12

Covid-19, e-commerce provided good services to the people and also had some advantages

related to the online ordering services.

2.4 Critically analysis of the role of e-commerce in food ordering during

COVID-19
E-commerce played an important role in the online food delivery process during

Covid-19 while Indian businesses and the market have faced huge challenges due to the

governmental restrictions. The researcher Pillai et al. stated that people get accustomed to

buy their food items through online platforms. When the pandemic outbreak gradually

spreads, people were not allowed to buy food items in the market. Governments announced

lockdowns throughout the countries to overcome the situation. However, Yan et al., (2019)

argued that the people faced so many problems related to food, shelter, and so on. At the

same time, e-commerce helps people to get food delivered to their door at the expected time

through online food delivery platforms.

People who were affected by Covid-19 used electronic commerce to order food.

People utilise reputable applications to place orders with one click on their device methods.

According to Gajewska et al. (2019), e-commerce makes people's lives simpler. People may

make better use of their time by following this procedure. People can acquire food based on

their preferences and tastes. People may also use e-commerce to order food from their

favorite restaurants. However, Ghosh and Saha (2018) argued that Ecommerce has flaws such

as individuals being unable to receive quality type foods or investing a large amount of

money on online food ordering applications but not being able to get the right food at the

right time.
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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2.5 Theoretical perspectives

2.5.1 Technology acceptance model

The technology acceptance model is a type of model that refers to some information

arrangement theory that represents how users will use technology. Gaining technology

knowledge will lead the users to a better forecast of the use of updated information resources

(Shukla & Sharma, 2018). The technological acceptance model acts on the five factors.

Firstly, e-commerce will understand the perceived usefulness and external variables to focus

on the attitudes towards using the technology through be-commerce then e-commerce spread

knowledge about the behavioral intention to use. After all this, the user will adopt the actual

use of the system. The technology acceptance model helps to shape the impact of e-

commerce in the online food delivery process in India during Covid-19. This research

searched through interpretive Research philosophy.

The research philosophy builds primarily and states that the researcher acts a

particular role in noticing the social world. In accordance with research philosophy, the

research built depends upon the researcher's attentiveness. Interpretive research philosophy

helps to write critically and gathered objective-based data. The collected data related to the

role of e-commerce in the online food delivery process in India provides well founded and

close the valid responses. The gathered data provides valuable pieces of information by

which e-commerce can enhance their business throughout the world and get more customers

(Ryan, 2018)
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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Figure 2.3: Technology acceptance model

(Source: Shukla & Sharma, 2018)

As electronic commerce plays an important role in the online food delivery process,

therefore this model helps the users to accept the use of electronics properly and gain

knowledge according to the updated electronics. During Covid-19, people were in home

isolation with their electronics and communicated with each other with their mobiles, laptops,

and palmtop (Shukla & Sharma, 2018). Therefore, people have to gather information about

the electronics to process online servicing.

2.5.2 Actor-network theory

Actor-network theory defined as a conceptual and methodological perspective to

social theory while everything in social and essential worlds survives in constantly

transferring networks of relationship. The actor-network theory provides a lens through

which one can observe the view of technology and the role of technology and shaping the

social processes (Blok et al., 2020).

The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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Figure 2.4: Actor-network theory

(Source: Blok et al., 2020)

Actor-network theory helps in the e-commerce process as it plays an important role

during the Covid-19 to deliver food throughout the world. Applying actor-network theory e-

commerce provides pointed concepts related to the topic. People can easily understand the

advantages of e-commerce and apply this process to overcome the pandemics situations. This

theory work on e-commerce to spread knowledge about electronics to the people, therefore,

they can act better in their life.

2.6 Literature gap

In this topic, the collecting data do not show the approximate information about the

topic. The related topic stated the advantages of e-commerce in the online food delivery

process. This topic stated that during Covid-19 people faced so many problems related to

their foods band communication. At that, time e-commerce helps to maintain all the

management to delivering food from door to door. However, the topic cannot gather

appropriate data related to the topic by which people can understand the strength and

weaknesses of e-commerce at the same time. This topic also does not show the proper

communication of the purchaser with e-commerce. E-commerce also does not provide the
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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quality foods to the customer so it failed to show the process of delivering food to the

customer (Kwilinski et al., 2019).

Part C
3. Methodology
3.1 Research philosophy
This research focused on interpretive research philosophy. The research philosophy is

primarily constructed and claims that the researcher has a certain function in observing the

social reality. According to research philosophy, the research constructed is dependent on the

researcher’s attentiveness. The idea of interpretive research aids in critical writing and the

collection of objective-based facts. The information gathered on the role of e-commerce in

the online food delivery procedure in India provides well-founded and close-to-valid

responses. The obtained data provides valuable pieces of information which e-commerce may

use to improve their business throughout the world and gain more customers. (Ryan, 2018)

3.2 Research Design

The descriptive research design was used for this study. The descriptive research

design emphasizes the need to precisely and comprehensively describe a population,

circumstance, and occurrence. This research design aids in the analysis of unquantifiable

subjects and situations. The research design allows for the observation of the occurrence in an

entirely natural and constant natural context. The research design helps e-commerce in the

online food delivery procedure in India by analyzing the approximate point and narrative

comprehension of the population. This research design provides the natural and unchanged

natural environment to spread the business of online food delivery (Doyle et al., 2020)

3.3 Research approach

The inductive research approach is applied to the research topic of the advantages of

e-commerce in the online food delivery procedure. This research design helps to induce data
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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collection. Following a survey of the study field, the collected data provides useful

information, and the research design then induces the obtained data relevant to the topic. This

study topic aids in understanding what will occur in the future based on the topic. The

research design does not provide the approximate data or may produce false and partial

information (Walter et al., 2019)

3.3 Data collection and analysis

Under the methodology section, we will be going to discuss Secondary data collection

its advantages and impact on the e-commerce food industry, and do thematic data analysis

and its role in the online food sector enterprises in UK and India.

Secondary data collection is a method of collecting data by someone other than the

intended user; this indicates that the information has collected and is accessible in the market.

There is someone who has already analyzed the data; the sources of this can be a report,

journals, papers, monthly magazines, and may more, which have previously been published

or are yet to be published. This research topic follows the secondary data collection method.

It provides the researcher appropriate data on the topic of benefits of e-commerce in the

online food delivery procedure. According to the topic, this research topic has various pros

and cons. Secondary data aids in the collection of accurate and meaningful qualitative data

from research sources.

These are previously published data and provide reliable reports; no wastage of

money for rework as surveys has done before; all sources are generally government

sanctioned, providing satisfaction with the outcome. Ruggiano & Perry, (2019) explains

published data may be found in the market in a variety of formats, including data connected

to company documents, public records held by government authorities and other government

publications. Any ancient and historical sources, statistical data obtained via various surveys,
The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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trade and journal reports, all of which are included in published data, have advantages over

the e-commerce food industry.

Unpublished data includes data that has nothing to do with government authorization

or that is primarily written and issued by the public, such as personal diaries letters written by

some types of literature or general people, and some faded unpublished biography, all of

which contribute to the improvement of the e-commerce food industry. These include

advantages such as personal sources that can be more useful for the enterprise journals from

the past have old records on which e-commerce may introduce new strategies and expand the

industry to provide more services.

Thematic data analysis is a research method that can be used to explore and evaluate

data. It is also referred to as a type of qualitative research in which theme-based research and

operations are carried out. Advantages may be detailed, as these data can be used to

comprehend the positive impact of research into the study, and its qualitative method of

analysis helps in the E-commerce food industry by providing the data that is most required. In

connection with qualitative data, such as the number of customers, the number of incoming

and outgoing foods, and which are returned, it helps in the comprehension of feedback

provided by the individual consumer (Lowe et al., 2018).

The Benefit and Role of E-Commerce for The Online Food Ordering Industry in India During Covid-19

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