Food.2Home.in: A marketing strategy for targeting corporate customers

FOOD.2HOME.IN:

A MARKETING STRATEGY

FOR TARGETING

CORPORATE CUSTOMERS

ICTOBAN ONLINE SERVICES PVT. LTD.

Faculty Guide: Prof. Jaba M Gupta

Industry Guide: Mr. Aravind R S

Submitted in partial fulfillment of the Post Graduate Programme in Management at

TAPMI, Manipal by:

Name: Kunal Madkaikar

Roll No: 09223

Batch: 2009-11

Date: 15th

June, 2010.

M I P – S U M M E R P R O J E C T R E P O R T

T A P A I M A N A G E M E N T I N S T I T U T E , M A N I P A L , K A R N A T A K A - 5 7 6 1 0 4

T A P A I M A N A G E M E N T I N S T I T U T E , M A N I P A L , K A R N A T A K A - 5 7 6 1 0 4

KUNAL MADKAIKAR (09223) MARKETING STRATEGY FOR CORPORATE CUSTOMERS PAGE | II

CERTIFICATE

This is to certify that the project report titled “Food.2Home.in: A Marketing Strategy for

targeting Corporate Customers” is a bonafide work carried out by Mr. Kunal Madkaikar

(Roll No.09223) under my guidance for partial fulfillment of Post Graduate Diploma in

Management.

Signature

Name of Faculty Guide: Prof. Jaba M Gupta

Date: 30th

July, 2010.

KUNAL MADKAIKAR (09223) MARKETING STRATEGY FOR CORPORATE CUSTOMERS PAGE | III

ACKNOWLEDGMENTS

“Knowing is not enough; we must apply. Willing is not enough we must do” – Goethe.

The 2 months of summer training at ICTOBAN Online Pvt. Ltd. was not just a

knowledge enhancing exercise but also a process by which I was able to apply the

management tools and techniques I have learnt so far in the field of Marketing Research.

I am extremely grateful to my institute, faculty guides and my industry guides for giving

me this opportunity.

I wish to express my sincere gratitude to Mr. Aravind R S, Director, ICTOBAN Online

Pvt. Ltd. And Mr. Nirmesh Mehta, Director, ICTOBAN Online Pvt. Ltd. for their

constant guidance and support throughout the project lifecycle and their valuable and

timely inputs that helped me channelize my energy in the right direction. I would also

like to thank Mr. Dhiren Makhija, Director, ICTOBAN Online Pvt. Ltd. for giving me

this opportunity to conduct my summer project with ICTOBAN.

I would also like to express my sincere gratitude to Prof. Jaba M Gupta, T. A. Pai

Management Institute, Manipal for her invaluable guidance during the project. I am also

thankful to Prof. K. J. Jaims for introducing me to and imparting the right knowledge of

Marketing Research as a field of study which was one of the key components necessary

to carry out my project successfully.

Finally, I would like to thank the HR heads and the employees of the several corporate

offices who extended their support to all the activities that I carried out at their premises.

This project would have remained rather incomplete without their help and support.

KUNAL MADKAIKAR (09223) MARKETING STRATEGY FOR CORPORATE CUSTOMERS PAGE | IV

EXECUTIVE SUMMARY

ICTOBAN Online Services Pvt. Ltd. is a startup initiated by three budding entrepreneurs

from IIM Ahmedabad of batch 2007-09. It began operations in May 2009 in Ahmedabad

and has now extended operations across Mumbai and Manipal over the period of one

year. The firm has two independent businesses, one being an online food ordering web-

service by the name Food.2Home.in and the other is a management consulting business

in the areas of Operations and HR. This study was conducted for the website

Food.2Home.in.

Food.2Home.in has so far focused its marketing activities towards attracting college

students and residential customers. They wanted to expand their target segment to include

corporate customers. This study is aimed at devising a marketing strategy to get corporate

employees to switch from the traditional mode of ordering using the telephone to

Food.2Home.in.

In order to device a marketing strategy it is very important to understand the target

audience and identify the gaps in the traditional model that can be fulfilled using the

website. At the same time it is also necessary to know the business and the incumbent

industry. Keeping these objectives in mind the study was conducted in four phases:

Phase 1: This phase was focused towards understanding the business, the markets, the

competitors and performing a company and industry wide analysis using the 4 P model,

SWOT analysis model and Porter’s Five Force Framework. Telephonic interviews were

also conducted with existing customers to determine the current loopholes in the service

offered.

Phase 2: An exploratory research was conducted with corporations in Ahmedabad using

the focused group discussion methodology to collect important data points regarding the

social and behavioral aspects linked to food consumption in corporate offices, to

understand the motivating factors that affect their food ordering decisions and to identify

office policies pertaining to food reimbursements.

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Phase 3: In this phase a descriptive research was conducted by formulating a

questionnaire which incorporated the data points collected during the exploratory

research phase. This questionnaire was administered to 234 corporate employees

belonging to 150 companies across 10 different cities partly through online medium and

partly administered personally.

Phase 4: A comprehensive analysis of the collected responses was carried out in this

phase using Excel and SPSS software and the findings were used to formulate the

marketing strategy for targeting corporate customers.

The study identified two distinct target customers namely the Individual Orders placed by

the employees and the Bulk Orders placed by the offices during parties and celebrations.

Analysis was performed separately for each target customer and recommendations were

made accordingly.

The major findings were as follows:

Exploratory Research:

1. Several situations were identified when food is ordered at the office such as

Lunch, Evening snacks, Office parties, Team parties, etc.

2. Two distinct customers were identified

o Individual Orders: Employees

o Bulk Orders: Office/Team Celebrations

3. In most cases bulk orders were placed by the HR department, Administration

Department or the Receptionist.

4. Typical food reimbursement policies were identified.

5. Factors affecting individual food ordering decisions were identified.

6. Major expectations from food ordering service were identified.

Descriptive Research:

Individual Orders by employees:

1. 57.26% employees carried home cooked food.

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2. More than 91% of them ordered food for an occasional lunch, an evening snack or

while working late.

3. Factor Analysis revealed four major factors that affected the ordering decision.

Factors are mentioned in the order of their priority:

o Reliability

o Recommendations

o Value added features

o Price

Bulk Orders by corporations:

1. Majority of the bulk ordering happens during Birthday Celebrations, Office

Parties, Team parties or while working late.

2. HR, Receptionist and Senior Executives and the major decision makers while

placing the orders.

3. Factor Analysis revealed three major factors that affected the ordering decision.

Factors are mentioned in the order of their priority:

o Price

o Service quality and features

o Variety

The major recommendations were as follows:

Individual Orders by employees:

1. Changes in the Product:

o Measures to improve reliability factor:

□ Tie-up with quality restaurants.

□ Tighter control over Restaurants by strengthening the contract

clauses.

o Introduce value added services such as:

□ Descriptive menus mentioning the food ingredients.

□ Saving you favorite order for one click order placement.

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2. Changes in Promotion:

o Measures to improve online promotions:

□ Introduce a friend referral system on the website.

□ Food ordering is a high involvement buying behavior. Web 2.0

interface can be used to make the site more interactive by

introduction of food related discussion forum.

o Introduction of loyalty programs (e.g. registered customers would get

loyalty points on each order which can be traded for discounts/prizes.)

Bulk Orders by corporations:

1. Changes in the Product:

o Introduce corporate login accounts with facilities such as:

□ Individual login for employees

□ Price and timing cap on one time order

□ Overall monthly expenditure cap per employee

□ Expense tracker for the company

o Advanced price comparison of the bulk orders for HRs and Admins.

2. Changes in Promotion:

o Advertising strategy should be Cognitive-Affective-Behavioral

□ Cognitive: Highlight all the new features introduces and their

benefits.

□ Affective: Keep a limited period free trial.

□ Behavioral: Acceptance and Recommendations. Highlight the

good recommendations received on the website.

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TABLE OF CONTENT

A. INTRODUCTION ..................................................................................................... 1

B. OBJECTIVES AND SCOPE OF THE PROJECT ................................................ 2

C. METHODOLOGY .................................................................................................... 3

D. PHASE 1: COMPANY AND INDUSTRY ANALYSIS ......................................... 6

I. 4P ANALYSIS ............................................................................................................. 6

II. BUSINESS MODEL: VALUE CREATION THROUGH COMPLEMENTARITIES .................... 8

III. EXISTING CUSTOMER FEEDBACK ............................................................................... 9

IV. INDUSTRY ANALYSIS: PORTER’S FIVE FORCE FRAMEWORK ................................... 18

V. SWOT ANALYSIS ................................................................................................... 22

E. PHASE 2: EXPLORATORY RESEARCH .......................................................... 23

I. OBJECTIVE .............................................................................................................. 23

II. METHODOLOGY ...................................................................................................... 23

III. SNAPSHOTS OF THE FOCUSED GROUP DISCUSSIONS ................................................. 24

IV. MAJOR TAKEAWAYS ............................................................................................... 25

F. PHASE 3: DESCRIPTIVE RESEARCH .............................................................. 27

I. SAMPLING METHOD................................................................................................. 28

II. QUESTIONNAIRE DESIGN ........................................................................................ 28

III. MEASUREMENT AND SCALING ................................................................................ 30

G. PHASE 4: ANALYSIS AND FINDINGS .............................................................. 31

I. INDIVIDUAL ORDERS BY EMPLOYEES ...................................................................... 31

II. BULK ORDERS BY CORPORATIONS ........................................................................... 40

H. CONCLUSION ........................................................................................................ 47

I. RECOMMENDATIONS ........................................................................................ 48

I. INDIVIDUAL ORDERS BY CORPORATE EMPLOYEES ................................................... 48

II. BULK ORDERS BY CORPORATATIONS ....................................................................... 50

J. LIMITATIONS AND SCOPE FOR FURTHER STUDY ................................... 52

K. REFERENCES ........................................................................................................ 53

L. APPENDIX............................................................................................................... 54

EXHIBIT 1: CURRENT CUSTOMER FEEDBACK QUESTIONNAIRE ...................................... 54

EXHIBIT 2: FGD MODERATOR’S GUIDE ......................................................................... 60

EXHIBIT 3: CORPORATE SURVEY QUESTIONNAIRE ......................................................... 64

KUNAL MADKAIKAR (09223) MARKETING STRATEGY FOR CORPORATE CUSTOMERS PAGE | 1

A. INTRODUCTION

Food.2Home.in online food ordering website using which customers can identify

restaurants in their vicinity, browse through their menu and place an order for food to be

delivered to their homes or offices. All the restaurants that have an association with

Food.2Home.in have a delivery radius within which they are willing to deliver food

either free of cost of by charging a nominal delivery charge. The website makes use of

this information to map all such restaurants who deliver food to your area thus providing

you with a variety of restaurants to order food from. The website also provides you other

information regarding the price of each item, Veg. or Non-Veg., Jain or Non-Jain,

approximate delivery time, etc. It also has a time scroll which allows you to place

delayed orders.

When a customer places an order, a confirmation SMS is sent across to the customers cell

phone. This is also followed by a call from the restaurant confirming the order placed by

the customer. This feature of the service provides a psychological help to the customer by

making him aware that the order is being processed and the food will be delivers in due

course of time.

This venture is rapidly graduating from being a startup moving up towards the growth

phase with more than 1400 customers already registered on the website across three

cities. The website is currently being upgraded to add additional features and will also

incorporate modifications consistent with the changes in the business model which are

currently being worked out.

Since its inception Food.2Home.in has focused its marketing activities towards attracting

college students and residential customers. My project was to develop a marketing

strategy to attract a new target segment in the form of corporate clients. I was required to

carry out a marketing research project to study the general food habits and the food

ordering patterns of corporate employees and formulate a marketing strategy to attract

corporate clients based on my findings.


B. OBJECTIVES AND SCOPE OF THE PROJECT

A. OBJECTIVES

Primary Objective:

The primary objective of the project was to device a marketing strategy to get the

corporations / employees who order food by telephone to switch to Food.2Home.in.

Secondary Objectives:

The following secondary objectives were formulated to fulfill the primary objective:

1. To understand the business and perform a company and industry analysis.

2. To conduct marketing research to understand food ordering habits and patterns of

corporations.

B. SCOPE

� Food.2Home.in currently has operations in Ahmedabad, Mumbai and Manipal with

their corporate office being located at Ahmedabad. The field work was restricted to

the city of Ahmedabad. The target segment for this study was restricted to Current

customers and Corporations.

� The four Focused group Discussions were conducted with corporations within

Ahmedabad. The factors tested during the quantitative research stage were primarily

derived from the findings of the focused group discussions.

� The Questionnaire was administered personally to 100 corporate employees in

Ahmedabad and also administered online to another 134 corporate employees across

10 different cities. The online questionnaire was circulated to capture responses of

corporate employees across different cities to get more inclusive responses from

corporations in several locations since the website is planning to expand to new cities

in the near future.

� The researcher was given the freedom of choice of statistical tools to be used in this

study.


C. METHODOLOGY

The project was executed in the following Four Phases:

I. PHASE 1: COMPANY AND INDUSTRY ANALYSIS

Objective: To understanding the business, the markets, the competitors and performing a

company and industry wide analysis.

Methodology:

� 4P Analysis: Conducting the 4P analysis was necessary to understand the business

and its various constructs pertaining to Product, Price, Placement and Promotions.

� Business Model analysis: Business model analysis helped in understanding the

exact relationship of Food.2Home.in with its buyers and suppliers.

� Porter’s Five Force Framework: Analyzing the threats from the five forces

identified by Michael Porter would help understand the overall threat to the online

food ordering industry and its implications on Food.2Home.in.

� Telephonic survey of current customers: Speaking directly to the current

customers helped in understanding the current shortfalls in the service delivery.

This understanding would help provide some important data points for performing

the SWOT analysis at a later stage.

� This exploratory research was followed by a descriptive research in the form of an

online questionnaire which was sent to the existing customers. 53 responses were

collected and analyzed.

� SWOT Analysis: SWOT analysis helped in formulating strategies to utilize the

strengths to realize opportunities and tackle threats and to mitigate the weaknesses

to prevent it from causing further threats to the business.


II. PHASE 2: EXPLORATORY RESEARCH PHASE (QUALITATIVE)

Four Focused Group Discussions were conducted in Ahmedabad with Corporate

Employees as the target audience.

Objective: To collect data points regarding the social and behavioral aspects linked to

food consumption in corporate offices, to understand the motivating factors that affect

their food ordering decisions and to identify office policies pertaining to food

reimbursements.

Methodology:

� FGD Moderator’s guide was prepared (Exhibit 2 in Appendix Section).

� 4 firms were identified using convenience sampling.

� Appointments were taken to conduct FGD in office premises.

� Discussions ranging from 45 minutes to 1 hour were conducted.

III. PHASE 3: DESCREPTIVE RESEARCH (QUANTITATIVE)

Objective: To perform a confirmatory study on the findings of the exploratory research

phase.

Methodology:

� A Questionnaire was formulated based on the findings of the exploratory

research.

� The questionnaire consisted of five sections namely:

o Introduction: Describing the purpose of the exercise.

o Individual food ordering preferences: Consisting of questions directed

towards understanding individual food ordering habits and preferences.


o Lunch Related: Consisting of questions directed towards understanding

the lunch arrangements in office and the social dynamics during lunch

time.

o Office Policies: Consisting of questions directed towards understanding

food reimbursement policies followed by the respective companies.

o Demographic Information: Consisting of questions on demographic

information of the person giving the response.

� The questionnaire was administered personally to 100 corporate employees in

Ahmedabad and administered online to 134 corporate employees. The total

responses received were 234.

IV. PHASE 4: ANALYSIS AND FINDINGS

� The 234 responses collected during the Descriptive research stage were analyzed

using Excel sheet functions and SPSS software.

� Findings of this analysis along with other findings from the company and industry

analysis stage would be used to formulate the final recommendations.


D. PHASE 1: COMPANY AND INDUSTRY ANALYSIS

I. 4P ANALYSIS

A thorough understanding of the Marketing Mix (namely Product, Price, Placement and

Promotions) is the necessary first step for analyzing any business for formulating a

marketing plan. The 4P analysis for Food.2Home.in revealed the following insights on

the marketing mix:

1. Product: Food.2Home.in offers two key products:

1. The Website: Food.2Home.in website is the tool used by the various associated

restaurants to generate additional revenues using online food delivery concept.

The website has been developed using the Web 2.0 technology which is well

known for providing social networking capabilities. Web 2.0 also provides strong

graphical user interface options to the developer to develop a visually attractive

website. Telephonic interviews with the existing customers revealed that majority

of the customers found the website to be user friendly. User friendly interface

coupled with attractive features would help Food.2Home.in differentiate itself

from rest of the online food ordering websites and create a high switching cost for

the customers.

2. Service: Being a part of the service industry it is important to understand all the

service aspects that are associated with the website. Even though the website is

not responsible for the preparation and the delivery of the food, food related

attributes (such as freshness and warmth) and the delivery related attributes (such

as on-time delivery and packaging) will always be associated with the website. If

the customer is not satisfied with the quality of the food or the delivery service,

Food.2Home.in will be answerable to the customer as it the touch point used by

the customer to place the order.

Food.2Home gives a confirmation call to the customer to informing him/her

regarding the status of the order. This system is proactive in nature and helps in


mitigating the anxiety associated with the wait for delivery and hence is an

important component of the service offered by the website.

2. Price: Food.2Home.in charges the restaurant a fixed commission ranging from 10%

to 15% on the order amount for every order that is placed through the website. The

service provided to the customer is completely free of cost as the user creates a free

account with the website to place an online order. The prices of the food items are

controlled by the restaurants and Food.2Home.in has no say in determining these

prices.

3. Placement: Food.2Home.in does not handle the logistics associated with food

delivery. Food delivery is made by the concerned restaurant either free of cost or by

charging a nominal delivery charge. After an order is generated on the website a call

center employee of the website place an order confirmation call to the customer. After

the order is confirmed an SMS is sent across to the concerned restaurant providing

them details of the order including the food items, quantity, delivery time and the

delivery address. Once the order processing is confirmed then a call is made to the

customer to inform him that his order is being processed notifying him the time of

delivery.

4. Promotion: Food.2Home.in was started with an initial investment of Rs. 3 Lakhs

raised by the promoters from personal sources. The website had not reached the kind

of scale where a venture capitalist would show interest in investing his funds in the

venture as the website only had 1400 registered customers which were mainly based

out of Ahmedabad. There was an evident financial constraint which restricted their

advertising budget. The major advertising activities that were carried out were

through Newspaper Fliers and occasional Newspaper articles along with posters in

the associated restaurants and Movie theaters. Telephonic interviews with the existing

customers revealed that majority of the customers (around 30%) were introduced to

the website through friend referrals.

KUNAL MADKAIKAR (09223) MARKETING STRATEGY

II. BUSINESS MODEL:

The business model for Food.2home.in is

complementarities and is quite different from the conventional value chain model

consisting of distinct suppliers and distributors

food.2home.in enter an agreement with the website

the business that is generated for the restaurant through the website. The customer

generates the order online which is transferred to the restaurant by sending an SMS to

one of the restaurant’s representative. An employee of the

call to the restaurant after which the customer is either sent an SMS or made a call to

notify him regarding the status of his order.

directly to the restaurant and the restaurants are bil

The website acts as an agent and facilitates the food ordering process. The value chain in

this model is as follows:

1. Website (Food.2Home.in): For Food.2home.in the restaurant is a buyer who

pays for the service that t

to the restaurant. The customer is also a buyer in this case who does not have

to pay anything

available by the website.

suppliers in this value chain.

Supplier

(Hosting Agency)

MARKETING STRATEGY FOR CORPORATE CUSTOM

BUSINESS MODEL: VALUE CREATION THROU

COMPLEMENTARITIES

The business model for Food.2home.in is based on value creation through


consisting of distinct suppliers and distributors. The restaurants that avail the service of

food.2home.in enter an agreement with the website to pay a 10% to 15%



one of the restaurant’s representative. An employee of the website makes a confirmation


the status of his order. Payment is made on delivery which goes

directly to the restaurant and the restaurants are billed on a monthly basis by the website.


Website (Food.2Home.in): For Food.2home.in the restaurant is a buyer who

pays for the service that the website provides of bringing additional business


to pay anything to the website for using the information resources made

available by the website. The website hosting agency would act as the

suppliers in this value chain.

Restaurant

(Hosting Agency)

Customer

Website

FOR CORPORATE CUSTOMERS PAGE | 8

VALUE CREATION THROUGH

value creation through


. The restaurants that avail the service of

10% to 15% commission on



website makes a confirmation


Payment is made on delivery which goes

led on a monthly basis by the website.


Website (Food.2Home.in): For Food.2home.in the restaurant is a buyer who

he website provides of bringing additional business


using the information resources made

would act as the

Restaurant

Customer


2. Restaurants: For the restaurants Food.2home.in would act as suppliers and the

customers would be the buyers.

3. Customers: For the customers both the restaurant and the website would be

the suppliers. The website would supply the information and facilitate the

ordering process where as the restaurant would be the supplier of the food.

Both these services are complementary to each other and the absence of any

one would leave the process incomplete.

III. EXISTING CUSTOMER FEEDBACK

1. EXPLORATORY RESEARCH: TELEPHONIC INTERVIEWS

Objectives:

Following were the main objectives of conducting an existing customer feedback survey:

1. To ask the existing customers how they found out about the existence of the

website. This would help understand the most effective channel to advertise the

website.

2. To find out what is missing with the website (in terms of user interface) or the

service rendered to the customers to help understand and eliminate the service

gaps and ensure enhance customer satisfaction in the future.

3. To evaluate the response of existing customers towards the idea of making Online

payment using credit cards.

4. To find out the overall satisfaction level of the existing customers.

Methodology:

� Secondary data was gathered containing customer’s order history including data

on the number of orders and the frequency of order in each month.

� Existing customers were classified as New, Regular, Irregular and Lost customers

based on their past frequency of orders e.g. Customers who had ordered for the

first time in the last one month were classified as new customers whereas the


customers who had not placed any order in the last 5 months were classified as

lost customers.

� 10 Customers from each class were selected for the telephonic interview based on

judgmental sampling. Judgmental sampling was necessary as the customers had to

be selected based on their past order record.

� Content analysis was performed on the data gathered from the telephonic

interviews.

Findings:

Some of the key findings from the telephonic interviews were as follows:

� Most of the customers found the website to have a user friendly interface.

� The major source of information regarding the existence of the website was found

to be Friend Referral (29.4%) followed by Newspaper (Especially Times of India)

articles (23.5%) and posters in different restaurants (17.6%).

� Some of the major problems identified with the service were:

o Late Deliveries

o Improper packaging

o Stale food delivered

o Price mismatch

o Menu items no longer served

o Too many steps to order (Cumbersome process)


2. DESCRIPTIVE RESEARCH: QUESTIONNAIRE

Using the data points collected during the exploratory research an online questionnaire

was prepared to test the findings of the telephonic interviews quantitatively. This

questionnaire was circulated among the 1400 existing customers of the website via email

and 53 responses were collected.

Questionnaire Design:

The questionnaire was divided into the following four sections (Exhibit 1 in Appendix

Section):

1. Introduction: This section was meant for explaining the purpose of the exercise to

the customers.

2. General Feedback: Questions in this section were directed towards finding the

source that introduced the customers to the website, frequency of order and

finding out their overall satisfaction level with the service.

3. Situational Feedback: In this section, the respondents were asked to recollect an

instance when they had placed an order using the website and the respondents had

to rate the various factors based on the level of influence on their food ordering

decision. This information was used to conduct a factor analysis to find the major

influencing factors.

4. Demographic Information: These questions were meant for gathering

demographic information of the respondents such as Name, Sex, Marital status,

Living arrangements etc. This information can be used for profiling the customers

using cross tabulation.

Analysis:

1) The respondents were asked to identify the source that introduced them to the

website (Exhibit 1 in Appendix Section). This would help us identify the most


effective mode of promotion that has been implemented so far. The findings from

this exercise were as follows:

Finding: Word of mouth promotion by existing customers was found to be the

most effective mode of promotion. Friend referral constituted 53% of the overall

responses.

2) In Q3 of the General Feedback section the respondents were asked to rate the

different service par

Agree to Strongly Disagree. The average of the responses collected were as

follows:

The food ordered using Food.2Home.in website is always delivered on time.

I am satisfied with the variety of restaurants available on Food.2Home.in.

The food ordered using Food.2Home.in website is always delivered fresh.

The web interface for Food.2Home.in is user

I will use Food.2Home.in again.

I recommend people to use Food.2Home.in.

5, 9%

7, 13%

4, 8%4, 8%

How did you find out about Food.2Home.in?



this exercise were as follows:

ord of mouth promotion by existing customers was found to be the


In Q3 of the General Feedback section the respondents were asked to rate the

different service parameters on a 5 point Likert Scale ranging from Strongly


Parameter

The food ordered using Food.2Home.in website is always delivered on time.

satisfied with the variety of restaurants available on Food.2Home.in.

The food ordered using Food.2Home.in website is always delivered fresh.

The web interface for Food.2Home.in is user-friendly.

I will use Food.2Home.in again.

commend people to use Food.2Home.in.

5, 9%

28, 53%

4, 8%

How did you find out about Food.2Home.in?Ad on other website

(eg. Facebook)

Friend Reference

Leaflet in newspaper

Newspaper article

Poster ads at a

Restaurant

Search Engine



ord of mouth promotion by existing customers was found to be the


In Q3 of the General Feedback section the respondents were asked to rate the

ameters on a 5 point Likert Scale ranging from Strongly


Average Score

The food ordered using Food.2Home.in website is always delivered on time. 3.89

satisfied with the variety of restaurants available on Food.2Home.in. 3.38

The food ordered using Food.2Home.in website is always delivered fresh. 3.81

4.34

4.53

4.47

Ad on other website

(eg. Facebook)

Friend Reference

Leaflet in newspaper

Newspaper article

Poster ads at a

Restaurant

Search Engine


Finding: On-time Delivery, Restaurant variety and Freshness of the food received

scores below 4(code for Agree). This indicates that the customers are reasonably

satisfied with these parameters of the service. The average rating for the web

interface is 4.53 indicating that the web interface is generally perceived to be

user-friendly. The ratings for repeat purchase and friend referral are the highest at

4.53 and 4.47 indicating a high overall satisfaction level of the customers.

3) Factor Analysis: Factor analysis was performed on responses collected for Q1 to

Q10 in the Situational Feedback section of the questionnaire (Exhibit 1 in

Appendix Section). The 10 variables in Q1 to Q10 were coded as follows:

I seek a different restaurant every time I order a

Home Delivery

Different_Restaurant

I like trying new dishes / cuisines every time I

order a Home Delivery.

New_Dishes

I like to try restaurants that are recommended by

friends and family.

Recommended_By_Friends_Family

I like ordering food from restaurants that have

received good customer reviews.

Customer_Reviews

I only order food from restaurants that have

delivered food on time in the past.

On_time_delivery

Follow up calls by restaurant / website

coordinators are important to me.

Followup_calls

I do compare prices of different restaurants while

placing the order.

Compare_Prices

I do consider discounts offered by the restaurants /

website while placing the order.

Discounts

I do check if my favorite restaurant is available on

the website.

Order_only_from_particular_restaurant

I do not place an order if a particular restaurant is

not available on the website.

Check_favourite_restaurant


The final output of the factor analysis was as follow:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. 0.423

Bartlett's Test of

Sphericity

Approx. Chi-Square 105.964

Df 45

Sig. 0.000

Finding: The Kaiser-Meyer-Olkin measure of Sampling Adequacy was below 0.5

indicating a below acceptance level of sampling adequacy for the factor analysis.

The reason for this may be the small sample size of 53. Bartlett's test of

sphericity, which tests whether the correlation matrix is an identity matrix, is

significant (p<.05). This indicates that the factor model is appropriate.

Communalities

Initial Extraction

Different_Restaurant 1.000 0.642

New_Dishes 1.000 0.790

Recommended_By_Friends_

Family 1.000 0.781

Customer_Reviews 1.000 0.825

On_time_delivery 1.000 0.772

Followup_calls 1.000 0.808

Compare_Prices 1.000 0.898

Discounts 1.000 0.813

Order_only_from_particular_

restaurant 1.000 0.776

Check_favourite_restaurant 1.000 0.559

Extraction Method: Principal Component Analysis.

Finding: All the variables (except Check_favourite_restaurant) have

communalities above 0.6 indicating that most of the variables were appropriate

for performing the factor analysis. Since Check_favourite_restaurant has

communality close to 0.6, I have considered this variable for the analysis purpose.


Total Variance Explained

Component

Initial Eigen values

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 2.054 20.541 20.541 2.054 20.541 20.541 1.597 15.966 15.966

2 1.618 16.184 36.726 1.618 16.184 36.726 1.595 15.952 31.918

3 1.523 15.229 51.954 1.523 15.229 51.954 1.577 15.772 47.690

4 1.297 12.973 64.927 1.297 12.973 64.927 1.570 15.697 63.387

5 1.171 11.709 76.635 1.171 11.709 76.635 1.325 13.249 76.635

6 0.828 8.277 84.912

7 0.512 5.118 90.030

8 0.402 4.024 94.053

9 0.369 3.690 97.744

10 0.226 2.256 100.000


Finding: Five components had Eigen values above 1 indicating that the 10

variables would be finally reduced to 5 factors. The five components together

explain 76.635% of the total variance.


Rotated Component Matrixa

Component

1 2 3 4 5

Different_Restaurant -0.089 0.781 -0.137 -0.061 -0.042

New_Dishes 0.094 0.852 0.205 0.115 -0.002

Recommended_By_Frien

ds_Family 0.024 -0.156 0.836 0.126 -0.203

Customer_Reviews -0.074 0.256 0.802 -0.011 0.332

On_time_delivery -0.210 -0.067 0.088 0.107 0.839

Followup_calls 0.592 -0.003 -0.156 -0.027 0.657

Compare_Prices -0.050 0.037 -0.110 0.932 0.114

Discounts 0.235 0.017 0.356 0.794 -0.025

Order_only_from_particul

ar_restaurant 0.854 -0.208 0.044 0.019 -0.041

Check_favourite_restaura

nt 0.627 0.346 -0.026 0.157 -0.144


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.


The factor analysis revealed the following five factors. Their average scores were

calculated to determine their priority levels:

Factor

Factor

Name Components Average

Factor

Average

1 Variety

Different_Restaurant 4.47

4.67 New_Dishes 4.87

2 Referral

Recommended_By_Friends_Family 5.70

5.51 Customer_Reviews 5.32

3 Reliability

On_time_delivery 5.00

4.79 Followup_calls 4.58

4 Price

Compare_Prices 5.17

5.32 Discounts 5.47

5 Restaurant

Preference

Order_only_from_particular_restaurant 5.98 4.83

Check_favourite_restaurant 3.68

Finding: Priorities given to the different factors by the respondents are as

follows:

1. Referral (5.51)

2. Price (5.32)

3. Restaurant Preference (4.83)

4. Reliability (4.79)

5. Variety (4.67)


IV. INDUSTRY ANALYSIS: PORTER’S FIVE FORCE FRAMEWORK

Industry: Online food delivery service

i. Threat of Entry: High

Driver Threat

Customer switching cost: A customer may switch easily from using

one website to another as there is no registration cost involved.

Low

Capital requirement: Developing a website and hosting it on a server

does not require large amount of capital.

Low

Scale independent incumbency advantage is medium mainly due to

the early mover’s advantage.

Medium

Entrant’s ease of access to existing chain of restaurants is high as

the restaurants would not hesitate to associate with the new website

since they are getting additional business.

High

ii. Threat of Suppliers: Low

Driver Threat

Suppliers to this industry are the Website hosting companies and the

employees of the website. Website’s switching cost in changing the

website hosting agent is low since there are a lot of companies that

provide such service with a reasonably low downtime.

Low

Threat from employees is less as the websites have a low switching

cost in changing the call center employee who is available in large

numbers.

Low


iii. Threat of Buyers: High

Driver Threat

Restaurants are the major buyers for this industry. Since the website

brings only a fraction of the business for the restaurants their

dependence on the focal industry is low. Restaurant’s switching cost

in discontinuing the website’s service is medium as the restaurants

would only lose a small to medium fraction of their business and still

retain their regular customers who would order using a different

service.

Medium

Incumbent’s switching cost in changing the restaurants is medium

as website may lose the customers which order food from that

restaurant on a regular basis.

Medium

There is a high risk of buyer backward integration as the restaurants

may start their own website.

High

Lack of regular updates regarding changes in the list of menu items

and prices would lead to incorrect information being passed to the

customers. This could lower the website’s information credibility and

generate lack of trust.

High

If the delivery logistics are handled by the restaurants then there is

high likelihood that the website orders would be given lower

priority as compared to the in-house customers and the direct orders

that the restaurants receive. This would lead to delays in deliveries

causing damage to the websites image. In such a case the website

would have to choose their suppliers appropriately.

High

Customer switching cost: A customer may switch easily from using

one website to another as there is no registration cost involved. It is

important that the website establish a point of differentiation by

providing additional features to retain the current customer.

Low

It is less likely that a customer would backward integrate and start

his own website providing similar service as it requires high level of

technical expertise.

Low


iv. Threat of Substitutes: High

Driver Threat

Buyer’s cost of switching to substitutes is low as the customers may

find it easier to order food using a telephone that to go online and

place an order.

Low

Customers can easily find restaurant numbers using alternative

services such as Just Dial, Sulekha.com, etc.

High

v. Threat of Rivalry: Low

Driver Threat

Low exit barrier as the website can shut shop at any point in time. Low

The products are heterogeneous as each website tries to differentiate

itself from the others by providing additional features that the

customers would appreciate.

Low

The Indian market is highly fragmented as the existing players in

this industry operate in only select few cities. On an average there are

only 2-3 websites operating in major cities. There is no single

national/international player in the industry.

Low


After analyzing the threat

overall threat to the industry from the combination of the 5 Forces is Medium to High

since three out of the 5 forces already pose a high threat and the threat of rivalry is likely

to be greater in the near future due to low entry barriers.

Threat of

Suppliers

(Low)


After analyzing the threats from the five forces identified by Porter, I conclude that the



er in the near future due to low entry barriers.

Threat of

Rivalry

(Low)

Threat of

New

Entrants

(High)

Threat of

Buyers

(High)

Threat of

Substitutes

(High)

Threat of

Suppliers

(Low)


from the five forces identified by Porter, I conclude that the



Threat of

Buyers

(High)


V. SWOT ANALYSIS

Opportunities:

O1. Word of mouth publicity.

O2. No single National Player.

O3. Scope of tapping International markets

Threats:

T1. Restaurants starting their own restaurants.

T2. Low entry barrier.

T3. Lack of awareness among the Indian masses coupled

with low internet penetration.

T4. High rate of customer turnover.

Strengths:

S1. Sole presence in Ahmedabad and

Manipal markets.

S2. IIM Ahmedabad brand equity.

S3. Web 2.0 technology.

S4. User-friendly graphical user interface

S5. Customer Rating system

S-O

• The Web 2.0 interface of the website can be

used to introduce food related discussion

forums on the site to attract more traffic on the

site (S3-O1).

• With a correct business model there is a huge

scope of tapping a large portion of the Indian

and the International markets as the concept is

already known and extensively used by

customers in the US and UK markets (S3-O2-

O3).

S-T

• The website needs to be differentiated from the

others with additional features to create a high

customer switching cost reducing the threat from

forward integration by restaurants (S3-T1).

• Simplify the process of ordering process to prevent

technically challenged users to switch from

Food.2Home.in to alternatives like Just Dial,

Sulekha.com etc. (S3-T3).

Weaknesses:

W1. Low control over quality of food

provided by the restaurants.

W2. Low control over the delivery

activity of the restaurants.

W-O

• Discussion forums can also lead to negative

publicity if the service is not up to the mark.

Tighter control needs to be administered over

the restaurants to avoid this consequence (W1-

W2-O1).

W-T

• Tighter control over the restaurants would also

reduce the effect of customer turnover (W1-W2-T4).


E. PHASE 2: EXPLORATORY RESEARCH

Exploratory research was conducted in the form of Focused Group Discussions (FGDs).

I. OBJECTIVE

Objective of the focused group discussion was to understand:

1. Social and behavioral aspects linked to food consumption in offices.

2. Motivating factors affecting food ordering decisions.

3. Expectations from a food ordering service.

II. METHODOLOGY

� Four companies were identified from secondary data obtained using the internet

and services like Just Dial. The firms were identified using convenience sampling.

An appointment was made with the HR of these firms to conduct the Focused

group discussion at the office premises.

� An FGD Moderator’s Guide (Exhibit 2 in Appendix section) was prepared as a

reference document while conducting the FGD. This document included and

introduction made by the moderator to explain the purpose of the exercise and the

flow of the proceedings and a list of probing questions to be asked to direct the

discussion in the desired direction.

� Each focused group discussion lasted from 45 minutes to 1 hour and involved 6 to

7 participants including the HR personnel of that company.

� A Content Analysis was performed on the data collected during the focused group

discussions and the necessary findings were arrived at.


III. SNAPSHOTS OF THE FOCUSED GROUP DISCUSSIONS

1st FGD: DigiCorp Information Systems Pvt. Ltd.

• Participants: 7 IT professionals aged between 25 and 35.

• None had used or heard about Food.2Home.in.

• While working late either the HR orders food from outside or one member of the

team does a pick up. Office reimbursement is provided for food ordered during

extra hours (overtime).

• Some restaurants give bulk discount to the office as they are regular customers.

• One of the participants recommended introducing a one click order facility based

on previous order history to make the ordering process less cumbersome.

2nd

FGD: Axiom Business Process Management

• Participants: 6 BPO professionals aged between 21 and 30. Two employees were

night shift employees and the rest were evening shift employees including the

HR.

• Two had used Food.2Home.in for ordering food at home.

• People in the evening (5pm) shift would order regular food at around 9pm. Night

shift employees would have food at home and come to office.

• Bulk orders would be placed mainly during team parties.

3rd

FGD: Cygnet InfoTech Pvt. Ltd.

• Participants: 4 IT professionals, an HR professional and a Marketing Personnel

aged between 23 and 30.

• None had used or heard about Food.2Home.in.


• Lunch is ordered for the new recruits on their first day at office. This generates

around 10 to 12 orders every month and Cakes are ordered for senior executive

birthdays.

• Night Shift employees get food coupons for a fixed set of restaurants.

• One participant suggested association with good quality to reduce post purchase

dissonance of the customers.

4th

FGD: MakeMyTrip.com

• 5 sales executives, a Marketing Manager and HR personnel aged between 25 and

35.

• Three participants had used Food.2Home.inincluding the Marketing Manager.

• Company would reimburse food orders made by employees working after 8 pm.

There was also an upper limit to the reimbursement amount.

• Evening snacks are ordered for office employees for birthday parties.

• One participant expressed the need for providing information on specialty items

and descriptive menus mentioning the food ingredients.

IV. MAJOR TAKEAWAYS

Some of the major takeaways from the FGD’s are as follows:

� Two distinct customer segments were identified namely:

o Individual Orders: By Employees

o Bulk Orders: For Office/Team Celebrations

� Bulk orders were handled by one of the following on most of the occasions:

o HR Department


o Administration Department

o Senior Executives

o Consensus of the office staff is taken

� Typical situations when food was ordered in the office were identified:

o Lunch

o Evening snacks

o Office parties

o Team parties (Among others)

� Typical office policies on food reimbursement were identified.

� Factors affecting individual ordering were identified

o Variety

o Time

o Discounts (Among others)

� Expectations from food delivery service were identified

o Quick order facility

o Tie-up with quality restaurants

o Descriptive Menus

o Price Comparison (Among others)


F. PHASE

The descriptive research was conducted by administering a questionnaire to 234

corporate employees belonging to 150 different companies across 10 different cities. The

city and the industry details are as follow:

Majority of the responses were collected from Ahmedabad (100) and Mumbai (66) as the

website was operational in these cities. Majority of the respondents belonged to

(27%), Finance (17%) or the Consulting (11%) industries.

Insurance

3%

Manufacturing

5%

Marketing and Sales

3%

Media

2%

Others

10%

Telecommunications

3%

MARKETING STRATEGY FOR CORPORATE CUSTOMERS

PHASE 3: DESCRIPTIVE RESEARCH

descriptive research was conducted by administering a questionnaire to 234


city and the industry details are as follow:

City Responses

Ahmedabad 100

Mumbai 66

Pune 16

New Delhi 13

Bangalore 13

Hyderabad 10

Chennai 9

Kolkata 3

Indore 2

Mangalore 2

Total 234


website was operational in these cities. Majority of the respondents belonged to

(27%), Finance (17%) or the Consulting (11%) industries.

Advertising

5%

Airline

1%Automotive

1%BPO

3%

Consulting

Finance

17%

Infrastructure

5%

Insurance

IT services

27%

Retail

1%

Telecommunications Traders

1%Industry Split

CORPORATE CUSTOMERS PAGE | 27

PTIVE RESEARCH

descriptive research was conducted by administering a questionnaire to 234



website was operational in these cities. Majority of the respondents belonged to the IT

Automotive

1%

Consulting

11%

Healthcare

3% Human

Resource

1%

Infrastructure


I. SAMPLING METHOD

Since the target population was infinite the sample size was determined by calculating the

sample size required for carrying out a successful factor analysis. This approach was

adopted since factor analysis was one of the major components in the analysis of the

questionnaire that could influence the sample size. A general rule in factor analysis states

that

Number of observations/Number of Dependent variables = 10/1

The factor analysis consists of 11 dependent variables.

Therefore, Sample size > 11 X 10 = 110

Since 240 responses were collected sample size criteria was successfully fulfilled.

II. QUESTIONNAIRE DESIGN

The questionnaire consisted of the following 5 sections (Exhibit 3 in Appendix Section):

1. Introduction: The introduction gave a brief idea about the services offered by

Food.2Home.in and explained the reason behind conducting the survey.

2. Individual food ordering preferences: This section consisted of questions that

were directed towards understanding individual food ordering habits and

preferences.

Q1 is meant to isolate the response of the respondents how order food to office

form the ones who don’t. Q2, Q3 and Q4 are meant to be answered only is the

answer to Q1 is yes. They capture the typical situations for ordering, mode and

the frequency of order respectively. Q5 is a situational question where the

respondent is asked to recollect a past situation when he had ordered food to the

office and eleven questions are asked based on that situation that capture the

various factors that could affect individual ordering decisions on a Likert Scale


having five units ranging from Strongly Disagree to Strongly Agree. This

question is important for carrying out a factor analysis to recognize the key

factors that influence food ordering.

3. Lunch Related: This section consists of questions directed towards understanding

the lunch arrangements in office and the social dynamics during lunch time.

Q1 is a multiple choice single response question that captures the current lunch

arrangement in the office for each respondent. Q2 tries to capture the lunch time

dynamics and behaviors of respondents through use of a Likert Scale having five

units ranging from Strongly Disagree to Strongly Agree.

4. Office Policies: This section consists of questions directed towards understanding

food reimbursement policies followed by the respective companies.

Q1 is a multiple choice multiple response question that captures the data on the

different situations when food is ordered to the office. Q2 tries to find out the

individual/department that is responsible for deciding the order and placing the

order to the restaurants. This information is crucial as it would allow us to

recognize the target customer for the bulk orders who needs to be influenced

through effective use of advertising. Q3, Q4, Q5 and Q6 are meant for capturing

information on the various office policies linked to food reimbursements and the

restrictions that are imposed on issuance of such reimbursements.

5. Demographic information: These questions are meant for gathering demographic

information of the respondents such as Company name, Industry, City, Sex,

Marital status, Living arrangements etc. This information can be used for

profiling the customers using cross tabulation.


III. MEASUREMENT AND SCALING

Section Question Question type Scale

Individual Food

Ordering

Preferences

Q1 Dichotomous Question Nominal Scale

Q2, Q3 Multiple choice multiple

responses

Nominal Scale

Q4 Multiple choice single response Nominal Scale

Q5 Rating or Ranking Likert Scale

Lunch Related Q1 Multiple choice single response Nominal Scale

Q2 Rating or Ranking Likert Scale

Office Policies Q1, Q2, Q4 Multiple choice multiple

responses

Nominal Scale

Q3, Q5, Q6 Dichotomous Question Nominal Scale

Demographic

Information

Q1, Q2, Q3,

Q4, Q5

Open ended

Q6, Q8, Q10 Dichotomous Question Nominal Scale

Q7, Q9, Q11 Multiple choice single response Nominal Scale


PHASE 4: ANALYSIS AND FINDINGS

I. INDIVIDUAL ORDERS BY EMPLOYEES

1) The responses on current lunch arrangements in the office were tabulated to give

a summary of the number of respondents in each category. The output was as

follows:

What are your current

lunch arrangements in

the office?

Total Percentage

At canteen inside

commercial complex 2 0.85%

Have lunch at home 1 0.43%

I carry home cooked food 134 57.26%

I eat at a restaurant outside

the office 26 11.11%

I have enrolled for a Tiffin

service 16 6.84%

I order food to the office

from outside restaurants 15 6.41%

My office provides me

food at subsidized rates 38 16.24%

My office provides me

food, but not at subsidized

rates

2 0.85%

Grand Total 234 100.00%

Finding: Majority of the respondents carried home cooked food (57.26%). Only

6.41% of the respondents ordered food to office on a regular basis. 11.11% of the

respondents had lunch at outside restaurants. These respondents would need to be

convinced regarding the benefits of online food ordering by providing cognitive

information in order to convert them into potential customers.


2) The responses on typical situations for ordering food to office were tabulated to

give a summary of the number of respondents in each category. The results were

as follows:

What are the typical

situations when you

order food to be

delivered at your desk?

Number of

responses Percentage

Daily lunch (I order almost

on a regular basis) 14 6.0%

Evening Snacks 64 27.4%

Occasional lunch 144 61.5%

Working late at office 95 40.6%

Don't Order 21 9.0%

Total Responses 234

Note: The percentage values do not add to hundred since the question was

multiple choice question with multiple responses.

Finding: A large percentage of the respondents ordered food to office for

occasional lunch, evening snacks or late hour meals.


3) Since a majority of the office goers carry home cooked food it was important to

understand the typical situations when these people ordered food to be delivered

at the office. A cross-tabulation of “Lunch Arrangements” data with the “Typical

Situation” data was carried out for this purpose. The results were as follows:

What are your

current lunch

arrangements in

the office?

What are the typical situations when you order food to be delivered at your desk?

Daily lunch (I

order almost

on a regular

basis)

Dinner Don't

Order

Evening

Snacks

Occasional

lunch

Working

late at

office

Grand

Total

At canteen inside

commercial

complex

0.00% 0.00% 0.00% 50.00% 50.00% 0.00% 100.00%

Have lunch at

home 0.00% 0.00% 0.00% 0.00% 100.00% 0.00% 100.00%

I carry home

cooked food 0.51% 0.51% 7.18% 22.05% 44.10% 25.64% 100.00%

I eat at a restaurant

outside the office 8.57% 0.00% 2.86% 11.43% 48.57% 28.57% 100.00%

I have enrolled for

a Tiffin service 28.57% 0.00% 9.52% 9.52% 28.57% 23.81% 100.00%

I order food to the

office from outside

restaurants

17.39% 0.00% 4.35% 21.74% 43.48% 13.04% 100.00%

My office provides

me food at

subsidized rates

0.00% 0.00% 0.00% 0.00% 50.00% 50.00% 100.00%

My office provides

me food, but not at

subsidized rates

0.00% 0.00% 0.00% 0.00% 50.00% 50.00% 100.00%

Finding: Around 92% respondents who carried home cooked food would order

occasional lunch, evening snacks or late hour meals. This represents around

52.55% (= 91.79% X 57.26%) of the overall population.


4) Now that we know that a reasonably large number of the respondent order

occasional lunches, evening snacks and late hour meals the next step would be to

analyze the order frequency. A cross-tabulation of the “Typical Situations” data

was carried out with the “Order Frequency” data for this purpose. The output was

as follows:

What are the

typical

situations

when you

order food to

be delivered

at your desk?

How many times per month do you order food to your desk?

Less

than 2

times

2 to 5

times

6 to 10

times

More

than 10

times

Don't

Order Grand Total

Daily lunch (I

order almost

on a regular

basis)

0% 7.14% 7.14% 85.71% 0% 100%

Evening

Snacks 14.06% 46.88% 28.13% 10.94% 0% 100%

Occasional

lunch 22.38% 54.55% 16.78% 6.29% 0% 100%

Working late at

office 28.42% 54.74% 10.53% 6.32% 0% 100%

Don't Order 0% 0% 0% 0% 100% 100%

Finding: It can be observed that majority of the respondents in the Evening

Snack, Occasional Lunch and the Late Hour Meals category order food 2 to 10

times a month. Thus around 52.55% of the respondents ordered food to be

delivered at the desk at least 2 to 10 times per month. These customers exclude

the 6.41% respondents who order food to office on a regular basis (more than 10

times a month) and the 11.11% of the respondents who eat at outside restaurants

on a regular basis (more than 10 times a month). Thus there is definitely a large

customer base that has not yet been taped by Food.2Home.in that holds a huge

potential to earn Food.2Home.in large revenues.


5) Factor Analysis:

Factor analysis was performed on responses collected for Q5 in the Individual

Food Ordering Preference section of the questionnaire (Exhibit 3 in Appendix

Section)

The 11 variables in Q5 were coded as follows:

I seek a different restaurant every time I place an order. Different_Restaurant

I like trying new dishes / cuisines. New_Dishes

I like to try restaurants that are recommended by friends

and family.

Recomended_Restaurants

I like ordering food from restaurants that have received

good customer reviews in newspapers and magazines.

Customer_Reviews

I only order food from restaurants that have delivered

food on time in the past.

Ontime_Delivery

I only order food from restaurants that are close to my

office.

Proximity_to_Office

I do consider discounts offered by the restaurants while

placing the order.

Discounts

I do compare prices of different restaurants while

placing the order.

Compare_Prices

I prefer that restaurants mention their specialty items in

the menu cards.

Speciality_Items

I would prefer ordering food from restaurants with

descriptive menus mentioning the ingredients along with

the food items.

Descreptive_Menus

I do give importance to the restaurant brand while

placing an order.

Restaurant_Brand


At first the factor analysis was performed on all the 11 variables included in Q5.

The communalities (an estimate of shared or common variance among the

variables) that we got for all the variables were as follows:

Communalities

Initial Extraction



Recomended_Restaurants 1.000 0.638


Ontime_Delivery 1.000 0.513

Proximity_to_Office 1.000 0.606



Speciality_Items 1.000 0.651

Descreptive_Menus 1.000 0.643

Restaurant_Brand 1.000 0.446

Extraction Method: Principal Component

Analysis.

Variables with communalities less than 0.6 are undesirable as they are considered

to be chaotic variables which can cause cross loading on the final factors. Hence,

it was desirable to eliminate one variable at a time and observe the effect on the

overall communalities of all the other variables.

Finally 3 variables were eliminated and the factor analysis was conducted on 8

variables. The three variables that were eliminated were:

1. Different_Restaurant

2. New_Dishes

3. Restaurant_Brand





Adequacy. 0.588

Bartlett's Test of

Sphericity


Df 28

Sig. 0.000

Finding: The Kaiser-Meyer-Olkin measure of Sampling Adequacy was above 0.5

indicating an acceptable sampling adequacy for the factor analysis. Bartlett's test

of sphericity, which tests whether the correlation matrix is an identity matrix, is


Communalities

Initial Extraction










Analysis.

Finding: All the variables have communalities above 0.6 indicating that all the

variables were appropriate for performing the factor analysis.



Component



Loadings


Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 2.110 26.376 26.376 2.110 26.376 26.376 1.544 19.296 19.296

2 1.325 16.558 42.934 1.325 16.558 42.934 1.423 17.787 37.082

3 1.213 15.158 58.092 1.213 15.158 58.092 1.375 17.182 54.265

4 1.046 13.073 71.164 1.046 13.073 71.164 1.352 16.900 71.164

5 0.698 8.730 79.894

6 0.628 7.848 87.742

7 0.550 6.875 94.617

8 0.431 5.383 100.000


Finding: Four components had Eigen values above 1 indicating that the 8

variables would be finally reduced to 4 factors. The four components together



Component

1 2 3 4

Recomended_Restaurants 0.125 -0.072 0.845 0.172

Customer_Reviews -0.009 0.274 0.794 -0.121

Ontime_Delivery -0.060 0.204 -0.008 0.795

Proximity_to_Office 0.152 -0.151 0.062 0.782

Discounts 0.844 0.182 0.107 0.030

Compare_Prices 0.869 0.074 0.012 0.060

Speciality_Items 0.150 0.794 0.061 -0.137

Descreptive_Menus 0.106 0.780 0.102 0.204





The factor analysis revealed the following four factors. Their average scores were

calculated to determine their priority levels:

Factor Factor Name Components Average

Factor

Average

1 Recommendation

Recomended_Restaurants 3.95

3.637 Customer_Reviews 3.32

2 Reliability

Ontime_Delivery 3.77

3.718 Proximity_to_Office 3.66

3 Price

Discounts 3.64

3.506 Compare_Prices 3.38

4 Value Added

Features

Speciality_Items 3.46

3.511 Descreptive_Menus 3.56

Finding: Priorities given to the different factors by the respondents were as

follows:

6. Reliability (3.718)

7. Recommendation (3.637)

8. Value added features (3.511)

9. Price (3.506)


II.

1) Typical situations for

research phase were tested with the respondents to identify the most

situations when food was ordered in the office. The results were as follows:

Note: The percentage values do not add to zero since the question was multiple

choice question with checkbox.

Finding: Bulk orders were mostly placed during Office and Team celebrations,

Birthday celebrations and when employees were working late in the office

62.00% 59.33%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Typical situations for ordering food


BULK ORDERS BY CORPORATIONS

Typical situations for placing Bulk Orders were identified in the exploratory

research phase were tested with the respondents to identify the most


The percentage values do not add to zero since the question was multiple


Bulk orders were mostly placed during Office and Team celebrations,

ebrations and when employees were working late in the office

59.33%

30.00%

64.00%

34.67% 35.33%

66.00%



were identified in the exploratory

research phase were tested with the respondents to identify the most common



Bulk orders were mostly placed during Office and Team celebrations,

ebrations and when employees were working late in the office.

66.00%


Percentage


2) Next step was to identify the department/individual who took charge of placing

the bulk orders. It is necessary to identify the

order to identify the target audience for the promotional activities and to

understand the factors that influence the ordering decisions of the target audience.

A direct question was asked to the respondents regarding the person/department

responsible for placing the bulk orders. The responses were as follows:

Note: The percentage values do not add to zero since the question was multiple


Finding: In 62.7% of the cases the orders were placed taking

the consensus of the office staff.

specific department like the HR department or the Admin department or by an

individual like the receptionist or a senior executive. The HR department (29.3%)

constituted a significant portion of this number.

Consensus of office staff

HR Department

The Receptionist

A Senior Executive of the company

MARKETING STRATEGY FOR CORPORATE CUSTOMERS

Next step was to identify the department/individual who took charge of placing

the bulk orders. It is necessary to identify the decision maker for bulk orders in


the factors that influence the ordering decisions of the target audience.





In 62.7% of the cases the orders were placed taking into consideration

the consensus of the office staff. In about 49.3% cases the orders wer



constituted a significant portion of this number.

62.7

29.3

12.0

6.0

2.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

Consensus of office staff

HR Department

The Receptionist

A Senior Executive of the company

Admin

CORPORATE CUSTOMERS PAGE | 41

Next step was to identify the department/individual who took charge of placing

decision maker for bulk orders in


the factors that influence the ordering decisions of the target audience.




into consideration

In about 49.3% cases the orders were placed by a



80.0 90.0 100.0

Percentage


3) Since the HR department was identified as one of the major decision makers

when it came to placing bulk orders the next step was to identify the various food

reimbursement policies set by the HR department with respect to overtimes. The

policies identified in the exploratory research phase were tested in the

questionnaire and the responses were analyzed. Following are the results:

Does your office reimburse the food expenses (or provide

food coupons) incurred during overtimes (or when

working late)?

Number of

companies

Percentage

Yes 91 60.67%

No 59 39.33%

Finding: 60.67% of the companies analyzed provided food reimbursements to their

employees for overtimes.

What are the limitations that are applied to such orders? Number of

Companies

Percentage

There is an upper limit to amount that can be reimbursed in one

order.

49 32.67%

There is an overall cap on the total amount that can be reimbursed

in a month.

14 9.33%

This facility is only available to senior position employees. 7 4.67%

There are timing restrictions (E.g. Reimbursement will be

provided to employees working after 8pm).

31 20.67%

Such facility can be availed only a limited number of times during

a month.

8 5.33%

No Limitation 9 6.00%

Finding: Some of the most common limitations imposed by the HR department

on food reimbursements were placing an upper cap on the amount that can be

reimbursed for a single order and placing a time restriction for placing the order

e.g. orders will only be reimbursed if the employee has placed it after 9 pm.


4) Factor Analysis: The next step was to perform a factor analysis on the 40

responses collected from respondents belonging to the HR and Administration

department to determine the major factors influencing their food ordering

decisions. The same 11 variables that were used for the previous factor analysis

on individual responses were utilized for this analysis. The communalities that we

got for all the variables were as follows:

Communalities

Initial Extraction











Restaurant_Brand 1.000 0.369


Analysis.

Finding: Several variables were chaotic variables (< 0.6) and it was necessary to

eliminate the chaotic variables one by one till all the chaotic variables were

removed. Finally four chaotic variables were eliminated and the factor analysis

was performed using the remaining seven variables. Four variables that were

eliminated were:

1) New_Dishes

2) Customer_Reviews

3) Restaurant_Brand

4) Proximity_to_Office





Adequacy. 0.509

Bartlett's Test of

Sphericity


Df 21

Sig. 0.000

Finding: The Kaiser-Meyer-Olkin measure of Sampling Adequacy was above 0.5

indicating an acceptable sampling adequacy for the factor analysis. Bartlett's test

of sphericity, which tests whether the correlation matrix is an identity matrix, is


Communalities

Initial Extraction









Analysis.

Finding: All the variables have communalities above 0.6 except for

Speciality_Items, but since its communality is quiet close to 0.6 I have considered

the variable. This indicates that all of the variables were appropriate for

performing the factor analysis.



Compo

nent



Loadings


Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 1.983 28.326 28.326 1.983 28.326 28.326 1.851 26.441 26.441

2 1.714 24.487 52.812 1.714 24.487 52.812 1.684 24.056 50.496

3 1.373 19.610 72.423 1.373 19.610 72.423 1.535 21.927 72.423

4 0.721 10.294 82.717

5 0.491 7.018 89.736

6 0.440 6.293 96.028

7 0.278 3.972 100.000

Extraction Method: Principal

Component Analysis.

Finding: Three components had Eigen values above 1 indicating that the 7

variables would be finally reduced to 3 factors. The three components together



Component

1 2 3

Different_Restaurant 0.109 -0.096 0.866

Recomended_Restaurants -0.091 0.236 0.810

Ontime_Delivery 0.790 -0.073 -0.198

Discounts 0.061 0.893 0.056

Compare_Prices 0.017 0.891 0.055

Speciality_Items 0.711 0.014 0.290

Descreptive_Menus 0.835 0.150 -0.006





The factor analysis revealed the following three factors. Their average scores

were calculated to determine their priority levels:

Factor Factor

Name

Components Average Factor

Average

1 Variety Different_Restaurant 3.05 3.5125

Recomended_Restaurants 3.975

2 Service

quality


Speciality_Items 3.725

Descreptive_Menus 3.475

3 Price Discounts 3.95 3.8

Compare_Prices 3.65

Finding: Priorities given to the different factors by the HRs were as follows:

1. Price (3.8)

2. Service quality (3.675)

3. Variety (3.5125)


G. CONCLUSION

The following conclusions were drawn on the basis of the research conducted during the

summer project:

� Word of mouth publicity was found to be the most effective mode of

promotion in the past.

� Two different target segments were identified namely ‘Individual orders from

corporate employees’ and ‘Bulk orders by corporations’.

� There is a large business potential from individual orders from employees

even though a large number of them carry home cooked food.

� Bulk orders were most commonly handled by the HR department or the

receptionist making them the target audience for all promotional activities

regarding bulk orders.

� Individual employees gave more importance to factors such as reliability,

recommendation and value added features whereas HRs and receptionist gave

more importance to factors such as price, service quality and variety.


H. RECOMMENDATIONS

According to the 4P analysis done earlier the website does not have much control over

the Price and the Placement aspects of the business as they are mainly controlled by the

restaurants. Product and Promotion are the only areas where ICTOBAN can influence a

change. Hence, the recommendations are specific to these two aspects of the business.

I. INDIVIDUAL ORDERS BY CORPORATE EMPLOYEES

� Changes in the Product:

o Service reliability was seen as one of the dominant factor that affected the

individual food ordering decisions. As per the initial company analysis

reliability in terms of on-time delivery and food quality was seen as one of

the weaknesses that could pose potential threats. Some of the measures to

improve reliability factor are:

□ Tie-up with quality restaurants needs to be ensured in order to set

and maintain high service quality standards. The company can

standardize the process of restaurant identification and selection

for association by setting specific criteria that the restaurants

would need to fulfill in order to form an association with

Food.2Home.in.

□ Tighter control over Restaurants by strengthening the contract

clauses: Currently customer review is the only measure that is

directly linked to the restaurant’s performance and can indirectly

penalize the restaurants if it delivers unsatisfactory service. The

company can introduce a monthly threshold for the number of

customer complaints that are registered against the restaurants and

directly penalize them if the threshold is crossed. The company

also needs to ensure regular and timely updates of any menu

changes that take place at each restaurant.


o Value added service was one of the important parameter identified through

factor analysis that influenced individual food ordering decisions. The

website could introduce the following value added services to aid the

process of ordering food:

□ The restaurants can be requested to provide descriptive menus

mentioning the food ingredients and a daily/weekly list of specialty

items which would aid the process of ordering food.

□ It was noticed during the telephonic interview phase that a lot of

lost customers felt that the ordering process was cumbersome and

involved too many steps. This can be partly tackled by introducing

a Quick order facility where the website would save the customer’s

favorite order and enable him to place this order at just a click of a

button.

� Changes in Promotion:

o Web 2.0 technology is a strong online platform that is highly recognized

for providing social networking capabilities. This asset can be exploited to

a great extent by introducing the following measures to aid online

promotions:

□ Studies conducted during the project have shown that word of

mouth promotions have played a major role in the past in bringing

visibility to the website without any aid from the website. Word of

mouth promotions can be taken to next level by introducing an

online friend referral system on the website where satisfied

customers could send a personal recommendation to their friends

and family via email.

□ Food ordering is a high involvement and a complex process where

most of the user seeks and analyses information on different

restaurants and cuisines before placing an order. Web 2.0 interface

can be used to facilitate this process by making the site more


interactive by introducing food related discussion forums allowing

users to provide restaurant reviews and recommendations.

o As discussed in the Proter’s five force framework there is a high level of

threat from buyers and new entrants due to low user switching cost. This

can be tackled by increasing the user switching cost by introducing loyalty

programs such as giving reward points on every order placed that can be

exchanged for free gifts or free orders.

II. BULK ORDERS BY CORPORATATIONS

� Changes in the Product:

o Bulk orders from corporate customers need to be separated from the rest

of the individual orders by introduce corporate login accounts with

facilities such as:

□ Individual login for employees

□ Cap on expenditure per order

□ Overall monthly expenditure cap per employee

□ Time restrictions on order

□ Expense tracker for the company

o Research conducted during the project showed that Receptionists, HR

department and Administration department are the main stakes holders

when it came to placing bulk orders. Factor analysis performed on the HR

responses revealed that price was the most important factor that influenced

their Food ordering decision. In many cases the performance of the HR

personnel was directly linked to the amount of cost savings that the HRs

achieved. Hence it would make sense to provide the HRs with advanced

price comparison features which would enable them to compare the price

of the bulk orders across restaurants to ease the decision making process


� Changes in Promotion:

o Advertising strategy should be Cognitive-Affective-Behavioral

□ Cognitive: Cognitive learning for consumers is a process of

perceiving stimuli, associating stimuli to needs and evaluating

alternative brands, and assessing whether the product/service meets

expectation (Source: ‘Consumer Behavior A Strategic Approach’

by Henry Assael). In cognitive learning a consumer is receptive to

external stimuli providing valuable information on a particular

product or service. It is important to communicate to the customer

in clear and simple terms all the benefits the customer would

derive from the product or service that differentiates it from the

competitors. Hence, ICTOBAN should bombard the target

audience with informative advertisements via frequent news paper

campaigns, fliers, posters and banners and highlighting all the new

features introduced by the website and their benefits.

□ Affective: Affective component represents the consumer’s overall

evaluation of the brand based on his feelings after using the brand.

It is important to make the consumer use the brand in order to

develop a strong affective attitude towards the product/service.

Keeping this in mind ICTOBAN should keep a limited period free

trial to encourage corporate customers to use the website and get a

good feel of it.

□ Behavioral: A positive affective attitude would lead to a behavioral

change in the form of acceptance and recommendations. Highlight

the good recommendations received from customers on the website

to attract further clients.


I. LIMITATIONS AND SCOPE FOR FURTHER STUDY

LIMITATIONS

� It was very difficult to get appoints with the corporations in Ahmedabad to

conduct focused group discussions as most of them were not willing to spare time

for the activity. Hence, the FGDs were conducted among a limited sample of 4

corporations.

� Very few responses could be collected from the existing customers of the website

as those responses were collected online via email rather than personal collection.

This was done due to time limitations. The effect of this limitation can be seen in

the KMO test for factor analysis which shows sampling inadequacy.

� More HR and admin responses were desirable to conduct an even thorough factor

analysis.

SCOPE FOR FURTHER STUDY

� A confirmatory factor analysis can be carried out using Structural Equation

Modeling to further substantiate the findings.

� A study of various advertising channels can be conducted and a feasibility

analysis can be carried out to recommend the most suitable advertising channel

for the company.


J. REFERENCES

� ‘Multivariate Data Analysis’ by Hair, Anderson, Tatham and Black.

� ‘Marketing Research’ by Hair, Bush and Ortinau.

� ‘Marketing Research’ by Dr. Rajendra Nargundkar.

� Online Food Ordering – Does This Really Work In India? (www.WhatBlog.com)

� The changing phase of online food ordering system (www.merosys.com)

� How to choose the best online food ordering system! (www.ehow.com)

� http://www.watblog.com/2009/07/27/online-food-ordering-does-this-really-work-in-

india/

� http://help.surveymonkey.com/app/answers/detail/a_id/426/

� http://help.surveymonkey.com/app/answers/detail/a_id/136/~/tips-for-creating-an-

effective-survey-introduction.

� http://ahmedabadonline.in/Profile/Economy/

� http://www.ahmedabadbusinessdirectory.com/find-any.asp

� http://www.ahmedabadindustries.com/

� http://wwww.justdial.com/

� http://www.sulekha.com/

� http://maps.google.com/


K. APPENDIX

EXHIBIT 1

Existing Customer Survey Form

Dear Customer,

This is Kunal Madkaikar from Food.2Home.in. I am conducting a short survey to

determine your overall customer satisfaction level based on your recent transactions with

our website. This is an effort to understand your needs and expectations from our website

so that we could deliver better service and the desired features to you.

Thank you for taking the time to complete this survey. Your feedback is important to us. I

assure you that the information gathered in the survey will be kept confidential and not

shared with any third party.

This survey should only take about 5 minutes of your time. Any questions marked with

an asterisk (*) require an answer in order to progress through the survey.

If you have any questions about the survey, please contact me at [email protected] or call

09662898001.

Section 1: General Feedback

Q1. How did you find out about Food.2Home.in? *

□ Newspaper article □ Leaflet in newspaper

□ Poster ads at a Restaurant □ Search Engine

□ Ad on other website (e.g. Facebook) □ Friend Reference


Q2. How many times per month do you place an order? *

0-1 2-5 6-10

More than 10

times

Dine in a restaurant o o o o

Order home delivery o o o o

Arrange for a take away o o o o

Q3. How much do you agree with each of the following statements? *

Strongly

Disagree Disagree Neutral Agree

Strongly

Agree

The food ordered using

Food.2Home.in website is always

delivered on time

o o o o o

I am satisfied with the variety of

restaurants available on

Food.2Home.in

o o o o o

The food ordered using

Food.2Home.in website is always

delivered fresh

o o o o o

The web interface for

Food.2Home.in is user-friendly o o o o o

I will use Food.2Home.in again o o o o o

I recommend people to use

Food.2Home.in o o o o o


Q4. How much do you agree with each of the following? *

Strongly


Strongly

Agree

It is more easier to place an

order on the telephone than

on the website

o o o o o

Food is delivered faster

when it is ordered through

telephone instead of the

website

o o o o o

The quality of food is better

when it is ordered through

telephone instead of the

website

o o o o o


Section 2: Situational Feedback

Think of a situation in the recent past when you placed an order through our website.

Keeping this situation in mind rate the following statements based on how much you

agree / disagree with the statements.

Q1. I seek a different restaurant every time I order a Home Delivery *

1 2 3 4 5 6 7

Completely Disagree o o o o o o o Completely Agree

Q2. I like trying new dishes / cuisines every time I order a Home Delivery. *

1 2 3 4 5 6 7


Q3. I like to try restaurants that are recommended by friends and family. *

1 2 3 4 5 6 7


Q4. I like ordering food from restaurants that have received good customer reviews.*

1 2 3 4 5 6 7


Q5. I only order food from restaurants that have delivered food on time in the past.*

1 2 3 4 5 6 7



Q6. Follow up calls by restaurant / website coordinators are important to me. *

1 2 3 4 5 6 7


Q7. I do compare prices of different restaurants while placing the order. *

1 2 3 4 5 6 7


Q8. I do consider discounts offered by the restaurants / website while placing the order. *

1 2 3 4 5 6 7


Q9. I do check if my favorite restaurant is available on the website. *

1 2 3 4 5 6 7


Q10. I do not place an order if a particular restaurant is not available on the website. *

1 2 3 4 5 6 7



Section 3: Demographic Information

Q1. Name

Q2. Sex *

o Male o Female

Q3. Age *

o <18 o 25-30

o 18-24 o >30

Q4. Marital Status *

o Married o Unmarried

Q5. Occupation *

o Own Business o Working Professional

o Housewife o Student

o Other: __________________

Q6. Location *

o Ahmedabad o Mumbai

o Manipal o Other: ___________________

Q7. Living arrangement *

o Living with family o Paying guest

o Hostel o Rented apartment with roommates

o Other: __________________

Q8. Which social / professional networking website are you a member of? *

o Orkut o Facebook

o Linkedin o Twitter

o MySpace o I do not use such websites.

o Other: _________________


EXHIBIT 2

FGD Moderator’s Guide

Introduction:

Hello, my name is Kunal Madkaikar from 2Home.in, and I am the facilitator for this

discussion. 2Home.in is an online food ordering website conceptualized to ease the

process of ordering food.

Our objective for today’s discussion is to

1. Study the social and behavioral aspects linked to food consumption in corporate

offices.

2. Understand the motivating factors that affect your food ordering decisions.

3. Know your expectations from an online food ordering website

This discussion would help us understand the factors that stimulate your food

ordering decisions and what is it that you are looking for from a general food ordering

service. My job is to move the conversation along and make sure that we cover several

different subjects and to ensure that everyone here gets involved. As you will see, there is

no right or wrong answer to any of the questions. The purpose is to find out what your

personal opinions are, and everyone’s opinion is equally important to us. We will be

covering several topics and I encourage you to speak freely.

Some Important Points:

1. One person speaking at one time:

We want to have an organized session, and in order to do this, I ask that you

respect the person who is speaking, and wait for him/her to finish his/her

thoughts.

2. Participant’s Introduction: We shall start off with a brief introduction of each

participant.


Topics: (List of probing questions)

1. Social aspects linked to food consumption in Office:

Here we will be discussing in general about the food arrangements in your office,

your lunch time behaviors, importance given to socializing during lunch time and

what do you associate lunch time with(what does lunch time mean to you).

a. You could start by describing a typical lunch time in your office.

i. What are your current lunch arrangements in office and how is it

convenient / inconvenient to you?

ii. Is your lunch time fixed? What do you do if you are not able to

have lunch in that particular time slot?

iii. Do you order food way in advance so that it reaches in time?

iv. Do you have lunch in a group? If yes then why?

v. What if your food has not arrived till the time your group starts

having lunch?

vi. Do you share your food with others? What are some of the typical

traits observed while sharing food?

vii. Do you have a common pantry or a cafeteria where you sit for

lunch or do you have it at someone’s desk?

viii. If you have it at someone’s desk how do you ensure cleanliness?

ix. If you have lunch at you own desk, why?

b. What does lunch time mean to you? Give me one word that you would

like to associate with lunch time.

i. Why?

ii. Need to dig deeper into this.


2. Food ordering habits in the office:

Here we will be discussing when, how and under what conditions do you order

food from a particular place. The purpose of this discussion would be to

understand the motivating factors that affect your food ordering decisions.

a. Describe a typical situation where you order food from outside? (Dig

deeper into each situation. Some situations could be: Evening snacks,

Working late at office, Conference or a meeting)

i. How do you currently order food from outside?

ii. How did it help/bother you?

iii. Have you ever ordered food during meetings or conferences? What

factors do you consider while making a decision on whether no not

to order food during such situations

iv. What are the policies in your office for ordering food for official

purpose?

v. What do you do when you are working late and get hungry? If you

order food from outside is it take care by the office or on personal

account?

vi. How does your order change when you order on office expense

instead of on your own account?

b. You have to order food from a restaurant for whatever reason. You have to

choose a restaurant for ordering food from. How do you go about

choosing the restaurant?

i. What are the major factors that affect your food ordering decision?

(Discuss each factor in details).


ii. Do you order from the same restaurant every time or like trying

different restaurants? Would you order from a restaurant you

haven’t heard of?

iii. Are you influenced by your friend’s recommendations while

choosing a restaurant?

iv. How do discounts affect your order decision? What kind of

discounts?

v. How important is it to have a menu card in front of you wile

ordering?

vi. Do you order standard items from the menu or do you like

experimenting? How does that change when you are ordering for

official purpose for a meeting instead of ordering for yourself?

3. Your Expectations:

Here we would like to know your expectations out of a food ordering

service/website, things that you would like to have in order to make you order

food more frequently.

a. If you were to open your own food ordering service what features would

you want to include for satisfying your customers? And Why?


EXHIBIT 3

Questionnaire for Corporate Survey

Hello Sir/Madam,

This is Kunal Madkaikar from Food.2Home.in. Food.2home.in is an online food

ordering website conceptualised to ease the process of ordering food. I am conducting a

short survey to study the food ordering habits and preferences of corporate employees.

This is an effort to understand the needs and expectations of corporate customers from a

food ordering service like ours so that we could deliver better service and the desired

features to you.

Thank you for taking the time to complete this survey. Your feedback is important

to us. I assure you that the information gathered in the survey will be kept highly

confidential and not shared with any third party.

This survey should only take about 10 minutes of your time. Any questions

marked with an asterisk (*) require an answer in order to progress through the survey. If

you have any questions about the survey, please contact me at [email protected] or call

09662898001.


Individual Food Ordering Preferences

The following questions are directed towards understanding your current food ordering

habits and preferences.

Q1. Have you ever ordered food to be delivered at your office? *

o Yes o No

Q2. If answer to Q1 is 'Yes' then what are the typical situations when you order food to

be delivered at your desk? (Select all relevant options)

□ Daily lunch (I order almost on a regular bases)

□ Occasional lunch

□ Evening Snacks

□ Working late at office

□ Other: _____________

Q3. If the answer to Q1 is 'Yes' then how did you place the order?

(Select all the relevant options)

□ On the telephone □ On the Internet

□ Direct Pickup by self or an office

assistant

□ Other: _____________________

Q4. If the answer to Q1 is 'Yes' then how many times per month do you order food to

your desk?

o 0-1 o 6-10

o 2-5

o More than 10 times


Q5. Think of a situation in the recent past when you placed an order for food to be

delivered at your office. Keeping this situation in mind rate the following statements

based on how much you agree / disagree with the statements. *

Strongly


Strongly

Agree

a) I seek a different restaurant every time I

place an order. o o o o o

b) I like trying new dishes / cuisines. o o o o o

c) I like to try restaurants that are

recommended by friends and family. o o o o o

d) I like ordering food from restaurants

that have received good customer

reviews in newspapers and magazines.

o o o o o

e) I only order food from restaurants that

have delivered food on time in the past. o o o o o

f) I only order food from restaurants that

are close to my office. o o o o o

g) I do consider discounts offered by the

restaurants while placing the order. o o o o o

h) I do compare prices of different

restaurants while placing the order. o o o o o

i) I prefer that restaurants mention their

specialty items in the menu cards. o o o o o

j) I would prefer ordering food from

restaurants with descriptive menus

mentioning the ingredients along with

the food items.

o o o o o

k) I do give importance to the restaurant

brand while placing an order. o o o o o


Lunch Related

The following questions are directed towards understanding your lunch arrangements in

office and your social dynamics during lunch time.

Q1. What are your current lunch arrangements in the office? *

o I carry home cooked food

o I have enrolled for a Tiffin service

o I order food to the office from outside restaurants

o My office provides me food at subsidized rates

o I eat at a restaurant outside the office

o Other: _________________________

Q2. How much do you agree with each of the following statements? *

Strongly


Strongly

Agree

a) I like to have my lunch in a group

environment. o o o o o

b) I always have lunch with the same group. o o o o o

c) I like to socialize during my lunch time. o o o o o

d) I like to share my food with others

during lunch time. o o o o o

e) I have my lunch with my team mates to

synchronize our work activities. o o o o o

f) I like to finish my lunch fast so that I can

go home early. o o o o o

g) I tend to skip/delay lunch whenever I am

loaded with work. o o o o o

h) Having a timely lunch is important to

me. o o o o o


Strongly


Strongly

Agree

i) A good lunch break helps me reduce

work related stress. o o o o o

Office Policies

The following questions are directed towards understanding the food ordering related

policies followed at your office.

Q1. What are the typical situations when food is ordered at your office? *

(Select all the relevant options)

□ Office Parties □ Conferences

□ Team Parties □ Client meetings

□ Festival Celebrations □ Working Late

□ Birthday Celebrations □ Other: ______________________

Q2. Who decides the restaurant and menu when food is ordered for an office celebration

(party, festival, birthday, etc.)? * (Select all the relevant options)

□ The Receptionist

□ HR Department

□ A Senior Executive of the company

□ Menu is decided taking the consensus of the office staff

□ Other: ______________________

Q3. Does your office reimburse the food expenses (or provide food coupons) incurred

during overtimes (or when working late)? *

o Yes o No


Q4. If the answer to Q3 is 'Yes' then what are the limitations that are applied to such

orders? (Select all the relevant options)

□ There is an upper limit to amount that can be reimbursed in one order.

□ There is an overall cap on the total amount that can be reimbursed in a month.

□ This facility is only available to senior position employees.

□ There are timing restrictions (E.g. Reimbursement will be provided to employees

working after 8pm).

□ Such facility can be availed only a limited number of times during a month.

□ Other: _________________________

Q5. Does your office have employees who work in the night shift? *

o Yes o No

Q6. If the answer to Q5 is 'Yes' then does your office offer food allowance to these

employees?

o Yes o No

Demographic Information

Q1. Name: *

Q2. Company Name: *

Q3. Department: *

Q4. Industry: *

Q5. City: *

Q6. Sex *

o Male o Female

Q7. Age *

o <18 o 25-30

o 18-24 o >30

Q8. Marital Status *

o Married o Unmarried


Q9. Living arrangement *

o Living with family o Paying guest

o Hostel o Rented apartment with roommates

o Other: __________________

Q10. Have you ever made an online purchase (tickets, books, gifts, etc.) *

o Yes o No

Q11. Which Social / Professional networking website are you a member of? *

o Orkut o Facebook

o Linkedin o Twitter

o MySpace o I do not use such websites.

o Other: _________________

Food.2Home.in: A marketing strategy for targeting corporate customers

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