Click-to-Eat Culture: Consumer Dynamics in the Online Food Ordering
Research Objectives
360 degree understanding of the consumers and their interaction/usage of the category as well as the brand(s).
Unravelling the key category codes… The role, need, payoff attached to online food ordering as a category.
Exploring expectations and need gaps that can be addressed in the category going forward.
Key perceptions, associations and imagery of the top brands in the category.
Approach and Methodology
Extended Group Discussion
With 8 Respondents
Lasting up to 2.5 hours
At a central location
SAMPLE SIZE: 15 EGDs
MARKET: Delhi, Bangalore, Hyderabad, Nagpur & Kochi
Target Group
Males & Females
18-32 Years
Student, Bachelors and Young Family
SEC: A1/A2
Usership
Must be a frequent online food ordering consumer.
Mixed of heavy Zomato, Swiggy and Foodpanda users.
Infrequent/Non-User of Swiggy, Zomato and Food panda or the category.