CONSUMER'S PERCEPTION AND BUYING BEHAVIOR TOWARDS ONLINE FOOD PURCHASING

According to Research, India Online Food Delivery Market will be US$ 21.41 Billion by 2026. There is a lot more chance in the Indian online food sector for new companies who are targeting definite demographics. The major players in online food delivery segment are: Swiggy, Zomato, Dominos, KFC and Pizza Hut etc. They offer a wide product choice to consumers and offer a range of features based on quality, price, and value for money. Hence, it becomes essential to study the consumer perception and behaviour towards online food purchasing. The objectives of the study were to study Socio-Economic status of respondents in Chaka block of Prayagraj district, to determine consumer perception and behaviour, to study the factors influencing online food purchasing and to identify the problems affecting online food purchasing. The research was done by collecting primary data with the help of questionnaires. The questionnaire was aimed at the analysis of various variables that affect the buying decision of online food. The sample sizes were 120 respondents from Prayagraj district. Five-point Likert scale technique was used to collect the data collection. The collected data were analyzed using Perceptual mapping, Standard deviation and Garette Ranking technique. Better discount and better choice of restaurants has gained positive opinion of majority of the consumers in comparison to other attributes. The major constraints faced by the consumers during the purchase of online food were food items are not easily refundable and late delivery followed by poor quality, range of delivery, inadequate quantity and delivered food is different than ordered food