Dining Decisions: Understanding Occasions and Motivations for Food App Usage
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
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.
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
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
