%20(1)_gif.gif)
Dining Decisions: Understanding Motivations for Food Apps
Research Objectives
Understand dining patterns (cooking vs. ordering in vs. eating out) and the motivations behind their choices.
Understand what moods/occasions users are typically in when they order food online
Determine the perception towards food delivery
Understand what situations would prompt them to use a food delivery app
Explore inhibitors preventing from using a food delivery app more often
Approach and Methodology
Focus Group Discussion
With 8 Respondents
2 Hours
At a central location
In-Depth Interview
1.5 Hours
At a central location
SAMPLE SIZE: 29 FGDs & 21 IDIs
MARKET: Delhi, Bangalore, Kolkata, Pune, Varanasi, Coimbatore & Rajkot
Target Group
Young Students: Males & females, 16 -18 years.
Older Students: Males & females, 19 -23 years.
Family: Married individuals, males & females, living with family (spouse & children), 26-40 yrs.
Working: Working males and females, may/may not be married, 26 to 40 years old
Elders: Males and females, 40 to 52 years old.
Usership
Those who order food online using mobile app.
Order Value ranges from less than 150 rupees to greater than 450 rupees
A mix of those with low (l), medium (m) and high (h) frequency of ordering food online:
High: 10+ orders per month | Medium: 4 to 10 orders per month |Low: Less than 4 orders per month
A mix of
Swiggy Preferers – may be using other app
Zomato Preferers – may be using other app
Multi-app Users – Use more than one app
Healthy Clicks: Mapping Motivations and Barriers in Online Healthy Food Ordering
This study explores what “healthy food” means to Indian consumers and how digital food platforms fit into their health goals. The research uncovers motivations, app usage patterns, nutritional triggers, UX barriers, and opportunities to enhance the experience of ordering healthy meals.