Project report

On
Marketing strategies
Of

SUBMITTED BY Guided by
Aditya Thakur Mrs Amanpreet Kaur
Roll no - 21BBA017 (Assistant Professor)
University Roll no- 5210040003

Certificate
This is certificate that Aditya Thakur, student of
BBA
6th SEMESTER of PANDIT SANT RAM GOVT
COLLEGE BAIJANTH, underwent for project on
“Marketing strategies of Zomato” at Palampur .
During this project ,he work hard and up to the
required standards . he prepared this project report
under my supervision.

Mrs Amanpreet Kaur

Assistant professor
Department of BBA
Dated:-
 PREFACE

I am great full to God who gave me all the strength

courage, preservation and patience to finish this
report. I am also thankful to my parents and
teachers who support me for completing this project
report. This presentation or project report is going
to describe the “Zomato” at Palampur.

Special Thanks
 I wish to thanks
Dr Mohinder Pal
Honourable principal of
PANDIT SANT RAM DEGREE COLLEGE
BAIJNATH
And also, heartily thanks to
Prof. Yash Pal

For their un conditional support in my BBA

studies from beginning to 6th semesters.
 Executive summary

Zomato, a leader in online foods delivery navigates

a fiercely competitive market landscape while
continually innovating to meet evolving consumer
demands. Leveraging data analytics and digital
marketing, Zomato prioritizes user experience,
brand visibility, and strategic partnerships.
However, regulatory challenges and market
competition pose ongoing hurdles. To sustain
growth, Zomato must invest in technology,
strengthen partnerships, and enhance customer
engagement strategies. With a focus on innovation
and agility, Zomato is poised to maintain its
market leadership and drive sustained success in
the dynamic food delivery industry.

Table of content
CHAPTER TITLE PAGE NO.
NO.

1 INTRODUCTION 1-6
1.1. Introduction about the study
1.2. Industry Profile
1.3. Company Profile
1.4. Statement of problem
1.5. Objectives of the study
1.6. Need for the study
1.7. Scope for the study

2 Marketing strategies 7-11

3 RESEARCH METHODOLOGY 12-13

3.1. Research Methodology
3.2. Research Design
3.3. Sampling Size
3.4. Sources of Data
3.5. Structure of the Questionnaire
3.6. Sample size
3.7. Hypothesis/Analytical Tools

4 DATA ANALYSIS AND INTERPRETATION 14-34

4.1. Percentage analysis
4.2. Hypothesis
4.3. SWOT analysis

5 FINDINGS, SUGGESTION AND CONCLUSION 35-36

5.1. Findings of the study
5.2. Suggestion
5.3. Limitations of the study
6 SUMMARY AND CONCLUSION 37
Conclusion

REFERENCES 38

BIBLIOGRAPHY 38
APPENDIX (QUESTIONNAIRE) 39-43
 [Link]

1.1. INTRODUCTION
Zomato is an online discovery guide for restaurants, bars, pubs and clubs and
for dineouts. The registered users are required to post reviews and rate (on a
scale of 1 - 5 stars) the restaurants on the basis of their choice, visit and
experience. The website helps in defining the restaurant/pub/club on the basis
of presence or absence of air conditioning, smoking area, WiFi Internet, stag
entry, live performances and outdoor seating or whether non-vegetarian food
and alcohol are served or not. Zomato also provides information related to
cuisines served, operation timings, approximate cost of a meal for two, credit
cards accepted or not.

"10-min Food delivery:

Zomato attracted a lot of attention with controversy after their CEO

announcing 10 min food delivery. Questions have been raised from consumers
as well as Delivery partners as to how will this be feasible without
compromising on safety of the delivery teams and will this not deter the
quality of food being delivered.

A. History of Brand Zomato:

Zomato was founded as FoodieBay in 2008, and was renamed Zomato on 18 January
2010 as Zomato Media Pvt. Ltd. In 2011, it expanded across India to Delhi NCR,
Mumbai, Bangalore, Chennai, Pune, Ahmedabad and Hyderabad. In 2012, it
expanded operations internationally in several countries, including the United Arab
Emirates, Sri Lanka, Qatar, the United Kingdom, the Philippines, and South Africa. In

1
2013, expanded to in New Zealand, Turkey, Brazil and Indonesia, with website and
apps available in Turkish, Portuguese, Indonesian and English languages. In April
2014, it launched in Portugal, which was followed by launches in Canada, Lebanon
and Ireland in 2015.
In 2015, the firm acquired Seattle-based food portal Urbanspoon, which led to the
firm's entry into the United States and Australia. This U.S.-expansion brought Zomato
into direct competition with similar models such as Yelp and Foursquare.

With the introduction of domains in 2011, Zomato also launched Zomato, a site
dedicated to food porn. In May 2012, it launched a print version of the website
named "Citibank Zomato Restaurant Guide," in collaboration with Citibank, but it has
since been discontinued.

In February 2017, the firm announced plans to launch Zomato Infrastructure services,
a service to help restaurants expand their presence without incurring any fixed costs.
In September 2017, Zomato claimed it had "turned profitable" in all 24 countries
where it operated and introduced a "zero-commission model" for partner
restaurants. Towards the end of 2017, Zomato stopped accepting updates from its
active users by not utilizing moderators to verify and make updates. Users of the app
reported issues with new features to pay for orders.

Zomato reduced its losses by 34% to ₹389 crore for the financial year 2016–17, from
₹590.1 crore in the previous year 2015–16. Zomato became a unicorn in February
2018.

In September 2019, the firm fired almost 10% of its workforce (540 people) tending
to back-end activities like customer service, merchant and delivery partner support
functions. In April 2020, due to rising demand for online groceries amid the COVID-19
pandemic, the firm launched its grocery delivery services named Zomato Market in
80+ cities across India.

2
In April 2020, Zomato introduced contactless dining to get ready for a post-lockdown
world, by eliminating the use of high-touch elements such as the menu, ordering, and
bill payments through bar codes or the app while the staff will wear masks.

In May 2020, Zomato further laid off 520 employees due to the COVID-19 pandemic.
Despite the fact that demand for services delivering food from restaurants and
takeaways surged, Zomato's given reasoning for needing cuts is that coronavirus will
be followed by an economic downturn, which could hit orders.

In August 2020, Zomato drew praise for introducing a menstruation leave policy,
allowing female employees to take up to 10 days-time off per year if they are unable
to work due to menstrual cycle health to work due to menstrual cycle health effects.
The policy applies to transgender employees as well.

On 23 July 2021, Zomato went public, opening its Initial public offering at a price
band of ₹ 72-76 per share .

Geographical coverage of Zomato

Zomato is present in approximately 24 countries across the world. It operates in
over 10,000 cities, making it one of the largest food delivery platforms
[Link] some competitors that focus primarily on the Indian market,
Zomato has expanded its footprint to cities worldwide.
Early International Expansion: Zomato’s international journey began in
September 2012 when it launched its services in Dubai, UAE. Following this, it
quickly expanded to other countries, including Sri Lanka, Qatar, the United
Kingdom, The Philippines, South Africa, New Zealand, and more recently, Brazil,
Turkey, and Indonesia.

1.2. INDUSTRY PROFILE:

Zomato is an Indian multinational restaurant aggregator and food delivery company
founded by Deepinder Goyal and Pankaj Chaddah in 2008. Zomato provides
information, menus and user-reviews of restaurants as well as food delivery options
from partner restaurants in select cities. As of 2019, the service is available in 24
countries and in more than 10,000 cities.
Zomato provides information, menus and user-reviews of restaurants as well as
food delivery options from partner restaurants in select cities.

3
1.3 Company Profile

Zomato Palampur -Zomato lists around 100 restaurants in Palampur, Himachal

Pradesh. These eateries offer a diverse range of cuisines, from North Indian and Chinese
to pizza, desserts, and more

Zomato started its presence in Palampur, Himachal Pradesh, offering a delightful culinary
experience with a variety of cuisines. Some popular restaurants include:

1. The Indian Kitchen: Known for Chinese, North Indian, and Biryani dishes, it opens on
Mondays at 11 am.

2. Verma Confectionery And Food: A great spot for burgers, fast food, street food, and
beverages, opening at 8 am.

3. Bake In Style: This bakery serves desserts and fast food, starting at 9 am.

4. Gurung Fast Food: Enjoy Chinese cuisine and momos here, opening at 11 am.

4
1.4. STATEMENT OF PROBLEM:

In this growing world of technology, online food delivery has become an important
element of people’s life. The concept of dine out system has changed and made
people to order food at any time conveniently just by few clicks. This system is
revolutionizing the present restaurant industry. Consumer preference is the main
stimulating factor for business owners to indulge in online delivery services. With
intensive urbanization large volumes of food move through the systems. With the
changes in India’s population, more industry in different cities for the purpose of
studies and employment, the busy schedules of both husband and wife in the family
eats the demand for online food ordering developing and growing up steadily. It is a
growing trend especially in urban areas and on college campuses that allows people
to order from restaurants. The purpose of this study is to measure the expectation &
satisfaction of customers regarding Zomato food delivery application among college
students. This study also analyses the factors that attract consumers towards
Zomato.

1.5. OBJECTIVES OF THE STUDY:

➢ To study and understand the branding and marketing strategy of Zomato.
➢ To analyze the current positioning of the brand as per consumer perception.
➢ To suggest scope of improvement for the brand as per consumer responses.

1.6. NEED FOR THE STUDY:

A successful product and brand strategy develops brand awareness and identify that
sets your product apart from the countless others solely based on brand name. A
well-designed strategy repeatedly reminds potential and current customers why they
should purchase your product over others with similar characteristics. Having a
cohesive brand strategy helps you communicate with your customers more clearly.
The more consistent your messaging, the more likely you are to attract and maintain
loyal customers. Not only does it provide consistency for your customers, but it
provides focus for employees.

5
1.7. SCOPE OF THE STUDY:
 Brokerages recommend investors to subscribe to the initial public offering of
Zomato Ltd., expecting the company to benefit from a strong brand name,
scope of further expanding in an under-penetrated food delivery market in
India, and growing smartphone adoption to aid online ordering, among
others.

 Brand scope or brand frame of reference: the set of products, services,

communications and actions that stakeholders expect from an organization.
People limit what they expect from a brand.

 A brand is a perceptual entity that is rooted in reality but reflects the

perceptions and perhaps even the idiosyncrasies of consumers. Ultimately a
brand is something that resides in the mind of consumers. Therefore, the
scope of branding expands beyond boundaries.

 The expectation and satisfaction of consumers may vary under different 3

circumstances. From this study, we can have a better understanding of the
Online Food Delivery Service market.

6
 Chapter-2
MARKETING STRTEGIES
Target Audience
Zomato targets people of the age group of 18-35 years who are comfortable using
smartphones. The people of this age group are tech-savvy and can use mobile
applications. The target audience of Zomato is of 2 categories. • Customers who
want to dine out

The customers in the “dine out” category use the Zomato app to check the ratings
and reviews of various restaurants and cafes they are interested in. These are the
kind of customers who want to make sure that they get a good experience in terms
of food and ambiance and check the restaurant listings on Zomato before visiting.
This category also gets incentives like Zomato
Gold Program, where they get extra benefits if they have a membership.

• Customers who are ordering food online

The customers of the “order food online” category likes to have food delivered at
their home or workplace. These customers do not prefer to go out. The customers of
this category are mostly professionals who order food for the office, students who
live in a hostel or flat, and people who just don’t wish to cook.

7
SEO Strategy
Zomato has a strong SEO
strategy. We have already
discussed that Zomato gets
approx 66% of its traffic from
searches made online. With their
SEO efforts, they manage to get
99.44% of organic traffic from its
search ratio whereas their paid
searches are just 0.56%. This
explains why they have a strong
SEO strategy. Such an uprising
metrics is because of the SEO
strategy of Zomato.
Target Keywords
Zomato targets over 900K keywords to rank high in search results. That’s why it is has a
dominant position in search results. The keywords include restaurant names, dish names,
and some phrases that relate to the user’s search query like “cafes near me” or “order
online food,” etc.

Pages on website
Zomato allows restaurants to create and maintain their pages on its website. There are over
6500 registered restaurants on Zomato. That is why Zomato has over 54 million pages on its
website. We know that the more pages a website creates, the higher it ranks on search
engines, and that’s how it ranks at the top.

URL linking
We have heard of the SEO strategy to put keywords in URLs. It helps the search engine to
understand your pages better and show it in the search result pages.
Zomato understands this practice well and takes their top keywords to create URLs. It uses
keywords like coffee near me, bars near me, and food near me.

Internal Linking
Zomato increases its domain authority by getting backlinks from 12,274,172 domains. It also
gets high authority backlinks from gov and edu domains. By getting quality links, Zomato
makes its SEO game stronger.

8
Social Media Strategy
An app that targets the customers of the
18-35 age group, cannot miss social
media marketing. Zomato understands
that most of its target groups are active
social media users. So, it focuses on
creating social media ads and creates
engaging posts to connect with the
audience.
0.73% of Zomato’s traffic comes from
social media.

Zomato followers on different social

media platforms are:

Facebook- 1.8 million

Instagram- 430K
Twitter- 1.4 million
Zomato understands what kind of posts
will engage the users, hence it follows
the meme marketing strategy for their social media.

Even Zomato’s Instagram bio says “Meme page…occasionally

posting brand posts due to business team pressure.”

Zomato creates ads for its existing to get more orders from them. For instance, look at this Facebook
ad:

9
10
 Zomato’s Paid
Advertising

Zomato runs Google ads to target specific customers. When a user searches for something Google
displays organic search results along with paid ads. These are Google ads. Zomato targets both
branded and non-branded keywords for Google ads. Furthermore, it targets keywords that are
related to various dishes, online orders, restaurant names, etc.

When a user searches for online food orders on Google, then Google displays paid ads from Zomato.
Zomato gets approx 0.56% of its traffic from paid search ads.

Zomato knows well how to utilize the Email Marketing tool optimally. Zomato’s Email marketing is
one

Zomato’s Visual Advertising

Zomato comes up with some of the best visual adverts to connect the audience with their platform.
Be it their video adverts or billboards, Zomato comes up with great content.

11
 Chapter – 3
3.1. RESEARCH METHODOLOGY:
The paper is based on primary and secondary research. Primary data was collected
from respondents and food bloggers through a set of questionnaires prepared to
understand the perception of the brand ‘Zomato’. Secondary data was collected from
consumer food blogs, newspaper research articles & social media pages of Zomato.

Research methods are the techniques and tools by which you research a subject or a
topic. Research methodology involves the learning of various techniques to conduct
research and acquiring knowledge to perform tests, experiments, surveys, and
critical analysis. Research methodology simply refers to the practical “how” of any
given piece of research. It’s about how a researcher systematically designs a study to
ensure valid and reliable results that address the research aims and objectives .

3.2. RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy
in procedure. This Research design applied for the study is ‘Descriptive Research’ .

3.3. SAMPLING SIZE:

Sample design is the theoretical basis and the practice mean by generalizing from
characteristics of relatively few of the comprising population. It is the method by
which the sample is chosen.

12
3.4. SOURCES OF DATA:
Sources of Data begins with figuring out what sort of data is needed, followed by the
collection of a sample from a certain section of the population. Next, you have to
utilize a certain tool to gather the data from the chosen sample. The two types of
sources of data are:

3.4.1. Primary data:

The Primary data for this study was collected through questionnaire.

3.4.2. Secondary Data:

Secondary data was collected from external sources like Websites, Journals etc.

3.5. STRUCTURE OF THE QUESTIONNAIRE:

The questionnaire follows a simple and basic layout. It is made easy for the
participants to respond to the questionnaire without any delay or confusion. The set
of question and the answer options present in the questionnaire are predetermined
and are constructed by myself based on general questions regarding the main topic.

3.6. SAMPLE SIZE:

The sample size for this survey is 60.

[Link]/Analytical tools
3.7.1. Percentage analysis:
Research questions are always answered with a Descriptive Statistics: Generally,
either percentage or mean. Percentage is appropriate when it is important to know
how many of the participants gave a particular answer. Generally, percentage is
reported when the responses have discrete categories.
3.7.2. Pie charts:
A pie chart (or a circle chart) is a circular statistical graphic, which is divided into
slices to illustrate numerical proportion. In a pie chart, the arc length of each slice
(and consequently its central angle and area) is proportional to the quantity it
represents.

13
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

The following consists of the data analysis and interpretation of my questionnaire in a city
Palampur.

4.1. PERCENTAGE ANALYSIS:

Table 4.1.1. Age of the respondent
Q. Showing age group of people
AGE NO OF RESPONDENTS PERCENTAGE

Less than 20 26 44%

21-25 30 49%
26-30 1 2%
More than 30 3 5%
Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 44% of the respondent are less than 20 age; 49%
respondent are 21-25 age; 2% respondent are 26-30 age and 5% respondent are more than 30 age
group people.

Fig.1.1. Age of the respondent

INFERENCE:

Majority 49% of the respondent are aged between 21-25.

14
Table 4.

1.2. Gender of the respondent

Q. Showing Gender of the respondent

GENDER NO OF RESPONDENTS PERCENTAGE

Female 38 61%

Male 22 39%

Others 0 Nil

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 61% of the respondent is Female and 39% of the
respondent is male.

Fig.1.2. Gender of the respondent

INFERENCE:

Majority 61% of the respondent of my questionnaire is female.

15
Table 4.

Q.
1.3. Response for ordering food through online
Response in ordering food through online

OPTION NO OF RESPONDENTS PERCENTAGE

Yes 51 89%

No 9 11%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 89% of the respondent is ordering food through online
and 11% of the respondent is not ordering food through online.

Fig.1.3. Response for ordering food through online

INFERENCE:

Majority 89% of the respondent is ordering food through online.

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Table 4.

Q.
1.4. Time gap for ordering food in Zomato Q. How often
you order in Zomato?
OPTION NO OF RESPONDENTS PERCENTAGE

Daily 1 2%

Weekly 19 36%

Monthly 37 57%

Fortnight 3 5%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 2% of the respondent is ordering food through Zomato in
daily basis; 36% of the respondent is ordering food through Zomato in weekly basis; 57% of the
respondent is ordering food through Zomato in monthly basis; 5% of the respondent is ordering food
through Zomato in Fortnight.

Fig.1.4. Time-gap for ordering food in Zomato

INFERENCE:

Majority 57% of the respondent are often ordering food through Zomato in Monthly basis.

17
Table.1.5. Response for ordering meal in
Zomato
Q. Which meal you typically order in Zomato?

OPTION NOOFRESPONDENTS PERCENTAGE

Breakfast 0 0%

Lunch 5 9%

Snacks 16 30%

Dinner 39 61%

Total 60 100%

NTERPRETATION:

From the above table, it is interpreted that 9%of the respondent is ordering food for lunch; 30% of
the respondent is ordering food in Zomato for Snacks; 61% of the respondent is ordering food for
dinner.

Fig.1.5. Response for ordering meal in Zomato

INFERENCE:

Majority 61% of the respondent is ordering food through Zomato for dinner.

18
Table.1.6. Response for preferring to order
Q. In general, how do you prefer to order food?
OPTION NOOFRESPONDENTS PERCENTAGE

Over the mobile app 58 96%

Over the web browser 0 0%

Others 2 4%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 96% of the respondent use mobile application to order
food and others 4% of the respondent is found others to order food.

Fig.1.6. Response for preferring to order food

INFERENCE:

Majority 96% of the respondent is using mobile application to order food through Zomato.

19
Table.1.7. Approximate money spent for ordering food
Q. What is the approximate money you spend on ordering food per time?
OPTION NO OF RESPONDENTS PERCENTAGE

<150 6 9%

<250 24 39%

<500 20 37%

More than 500 10 15%

Total 60 100%
INTERPRETATION:

From the above table, it is interpreted that 9% of the respondent spend less than $150 for ordering
food per time; 39% of the respondent spend less than $250 for ordering food per time; 37% of the
respondent spend less than $500 for ordering food per time; 15% of the respondent spend more
than $500 for ordering food per time.

Fig.1.7. Approximate money spent for ordering food

INFERENCE: Majority 39% of the respondent spend $250 to order food in Zomato.

20
Table.1.8. Preference for online food delivery in Zomato Q. How
do you prefer online food delivery in Zomato?
OPTION NO OF RESPONDENTS PERCENTAGE

Faster Delivery 13 24%

Convenient 10 18%

Time saving 2 3%

Money Saving 5 7%

All the above 30 46%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 24% of the respondent prefer Zomato for faster delivery;
18%of the respondent prefer Zomato for convenient;3% of the respondent prefer Zomato for Time
saving; 7% of the respondent prefer Zomato for Money saving and 46% of the respondent prefer
Zomato for all of the above option.

Fig.1.8. Preference for online food delivery in Zomato

INFERENCE:

Majority 46% of the respondent prefer all the above which is for faster delivery, convenient, time
saving and money saving.

21
Table.1.9. Rating scale for ordering process in Zomato

Q. How much do you rate for ordering process in Zomato (in the scale of 1-5)?

OPTION NOOFRESPONDENTS PERCENTAGE

1 1 2%
2 0 0%
3 14 24%
4 27 41%
5 18 33%
Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 2% of the respondent gave 1star rating for ordering
process in Zomato; 24% of the respondent gave 3star rating for ordering process in Zomato; 41% of
the respondent gave 4star rating for ordering process in Zomato; 33% of the respondent gave 5star
rating for ordering process in Zomato.

Fig.1.9. Rating scale for ordering process in Zomato

INFERENCE:

Majority 41% of the respondent gave 4star rating for ordering process in Zomato.

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Table.1.10. Rating scale for packaging of food in Zomato

Q. How much do you rate for the packaging of food in Zomato (in the scale of 1-5)?
OPTION NO 0F RESPONDENTS PERCENTAGE
1 1 2%
2 1 1%
3 15 24%
4 25 43%
5 18 30%
Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 2% of the respondent gave 1star rating for the packaging
of food in Zomato; 1% of the respondent gave 2star for packaging of food in Zomato; 24% of the
respondent gave 3star rating for the packaging of food in Zomato; 43% of the respondent gave 4star
rating for the packaging of food in Zomato; 30% of the respondent gave 5star rating for the packaging
of food in Zomato.

Fig.1.10. Rating scale for packaging of food in Zomato

INFERENCE:

Majority 43% of the respondent gave 4star rating for the packaging of food in Zomato.

23
Table.1.11. Responses for online food guide

Q. Will you stop using Zomato if a similar online guide comes near you in future?
OPTION NO OF RESPONDENT PERCENTAGE

Yes 8 15%

No 12 20%

Maybe 40 65%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 15% of the respondent will stop using Zomato if a similar
online guide comes near them in future; 20% of the respondent will not stop using Zomato if a similar
online guide comes near them in future; 65% of the respondent maybe stop using Zomato if a similar
online guide comes near them in future.

Fig.1.11. Responses for online food guide

INFERENCE:

Majority 65% of the respondent maybe stop using Zomato if a similar online guide comes near them
in future.

24
Table.1.12. Purpose of online food guide responses
Q. What is the purpose of online food guide?
OPTION NO OF RESPONDENT PERCENTAGE
Saves Money 6 11%
Saves Time 29 46%
For reviews 4 5%
Alternate option 11 20%
To go through food
menu
10 18%
Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 11% of the respondent feels online food guide saves
money; 46% of the respondent feels online guide saves time; 5% of the respondent feels online food
guide for reviews; 20% of the respondent feels online food guide for alternate option; 18% of the
respondent feels online food guide to go through menu.

Fig.1.12. Purpose of online food guide responses

INFERENCE:

Majority 46% of the respondent online food guide for Saving time.

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Table.1.13. Delivery lead time at Zomato responses

Q. Delivery lead times at Zomato?

OPTION NO OF RESPONDENT PERCENTAGE

I always get my food on given time

15 35%
Delivery time given is reasonable and
I get on time 45 65%
delivery

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 35% of the respondent get food in Zomato within given
time; 65% of the respondent get food on time delivery in Zomato.

Fig.1.13. Delivery lead time at Zomato responses INFERENCE:

Majority 65% of the respondent get food on time delivery in Zomato.

Table.1.14. Time-period of using Zomato Application

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Q. Since how long have you been ordering food through Zomato?
OPTION NO OF RESPONDENT PERCENTAGE

6 months 24 34%

1 year 11 20%

2 years 11 20%

More than 2 years 14 26%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 34% of the respondent ordering food through Zomato for
6months; 20% of the respondent ordering food through Zomato for 1year; 20% of the respondent
ordering food through Zomato for 2years; 26% of the respondent ordering food through Zomato for
more than 2 years.

Fig.1.14. Time-period of using Zomato Application

INFERENCE:

Majority 34% of the respondent ordering food through Zomato is about 6months.

Table.1.15. Responses for language used

27
Q. Does the language used in Zomato application are easy to understand?

OPTION NO OF RESPONDENTS PERCENTAGE

Difficult to 2 2%
understand

Easy to understand 58 98%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 2% of the respondent find difficult to understand the
language used in Zomato application; 98% of the respondent feels easy to understand the language
used in Zomato Application.

Fig.1.15. Responses for language used

INFERENCE:

Majority 98% of the respondent feels easy to understand the language used in Zomato Application.

Table.1.16. Response for placing order

Q. Do the features in Zomato, help you to find a suitable place order to eat?

28
 OPTION NO OF RESPONDENTS PERCENTAGE

Helpful 55 93%

Not helpful 5 7%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 93% of the respondent find helpful to place order to eat
through Zomato Application; 7% of the respondent find not helpful to place order to ear through
Zomato Application.

Fig.1.16. Responses for placing order

INFERENCE:

Majority 93% of the respondent find helpful to place order to eat through Zomato

Application

29
Table.1.17. Responses for missing items in food delivery

Q. When you have ordered food through Zomato, have there been cases of a few items missing when it
was delivered?
OPTION NO OF RESPONDENT PERCENTAGE

Yes 20 28%

No 40 72%

Total 60 100%

INTERPRETATION:

From the above table, it is interpreted that 28% of the respondent finds missing items in Zomato
food delivery; 72% of the respondent does not find any missing items in Zomato food delivery.

Fig.1.17. Responses for missing items in food delivery

INFERENCE:

Majority 72% of the respondent does not find any missing items in Zomato food delivery.

30
Table.1.18. Reason for ordering food through Zomato

Q. What is the primary reason you order food through Zomato?

OPTION NO OF RESPONDENTS PERCENTAGE
Discounts 20 26%

Convenience 28 53%

Better Selection 12 21%

Total 60 100%

INTERPRETATION:

From the above table. It is interpreted that 26% of the respondent’s primary reason for ordering
food through Zomato Application is for discounts; 53% of the respondent’s primary reason for
ordering food through Zomato Application is for Convenience; 21% of the respondent’s primary
reason for ordering food through Zomato Application is for better selection.

Fig.1.18. Reason for ordering food through Zomato

INFERENCE:

Majority 53% of the respondent’s primary reason for ordering food through Zomato

Application is for Convenience.

31
5.2. HYPOTHESIS:
The contingency table below provides the following information: the observed cell totals, (the

expected cell totals) and [the chi-square statistic for each cell]. The chi-square statistics, p-value

and statement of significance appear beneath the table. Blue means you’re dealing with

dependent variables; red, independent.

The chi-square statistics is 6.125. The p-value is .013328. Significant at p<.05.

The chi-square statistics with Yates correction is 5.219. The p-value is .022342.

Significant at p<.05.

5.3. SWOT ANALYSIS:

• Strength
• Weakness
• Opportunities
• Threats

32
Strengths
1. First mover advantage: One of the most upper hands of Zomato is that it is the underlying
mover in a large number of the countries where it is building up itself. Catalogues and
various types of café appraisals may exist. Be that as it may, as an application Zomato is
remarkable and numerous nations (like India) have cherished the ease of use of the
Zomato application.
2. Evergreen exchange: The café exchange is partner evergreen exchange. Of course, there
is likewise retreats and elective downturns which may impact the business. Be that as it
may, generally speaking, this industry is going to remain around consistently and is
basically going to develop with rising discretionary cash flow.
3. Fast expansion: It's thankful that Zomato has turned out to be progressively broad brisk. It
is as of now in twenty-four nations and is expanding year on year.

4. Fantastic structure of the application: Zomato has oftentimes won honours for its
application plan and for its easy-to-understand nature. The App configuration is shocking
and it causes you find eateries close by just as in the region which you are going to visit.

5. Number of clients: Zomato has a high number of clients utilizing their application.

Weakness
1. Security issues for the application: A noteworthy issue for Zomato in the past has been
some wellbeing issues because of which the application was hacked and in any event 17 million
client’s information was replicated. Such wellbeing issues are a bad dream for web ventures.

2. Still a ton of extension required: Considering that the application has set-up in 24
nations, there is great development. And yet, the application has been set up 7 years back and
with the measure of financing available for Zomato, the extension can be much brisk. It is
enabling different administrations to create themselves in this specialty before it arrives at their
region.

3. Word of mouth and Facebook registration: Besides such applications, in numerous spots
informal still bests applications and simultaneously, Facebook registration are a solid challenger
wherein open probably won't require Zomato. Hence, it is an application for early adopters
however absolutely not for slow pokes.

33
Opportunities:
1. Further development: The number 1 open door for Zomato to develop is to more
nations and set up its base speedier. Administration industry has a noteworthy
interfered with that administration can be replicated quick and absolutely. Accordingly,
it is significant for Zomato to build up and develop itself quicker.
2. More acquisitions: There are and were numerous little open in this space. Zomato can
obtain a significant number of its rivals and simultaneously, it needs to keep a look on
the tech organization and addition any tech development it can get its hands on to
continue developing.

3. Cloud eateries: Zomato is thinking of the idea of Cloud cafés wherein eateries won't
need to get a physical space to really sell their nourishment items. Next to, they can sell
from Zomato.

4. Creating a network: Zomato has a high after however the clients don't connect with one
another. Making a discussion and a network out of the clients officially following
Zomato can be of a high advantage for the brand.

5. Adoption of the web and smartphones: There is a high increment in the selection of
Internet crosswise over creating and immature regions also. Correspondingly, reception
of cell phone has likewise expanded. In this way an ever- increasing number of requests
and research about cafés can happen online rather than through physical visits.

Threats

1. Google's blueprint module: One of the significant dangers Zomato faces right presently
is the Schema module of Google wherein google areas itself is getting in café counsel.
Indeed, even google landing page demonstrates the google maps page where you can
chase for eateries inside your territory. Google being such a major association, Zomato
faces enormous challenge from them.
2. Market adherents and challengers: In the administration business, it is tranquil to
repeat the achievement of another administration item or advertising. So also,
showcasing adherents and rivals can unhurriedly remove the piece of the pie of
Zomato.

34
 CHAPTER-5

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1. FINDINGS:

1. Majority 49% of the respondent are aged between 21-25.

2. Majority 61% of the respondent of my questionnaire is female.
3. Majority 89% of the respondent is ordering food through online.
4. Majority 57% of the respondent are often ordering food through Zomato in Monthly
basis.
5. Majority 61% of the respondent is ordering food through Zomato for dinner.
6. Majority 96% of the respondent is using mobile application to order food through
Zomato.
7. Majority 46% of the respondent prefer all the above which is for faster delivery,
convenient, time saving and money saving.
8. Majority 41% of the respondent gave 4star rating for ordering process in Zomato.
9. Majority 43% of the respondent gave 4star rating for the packaging of food in Zomato.
10. Majority 65% of the respondent maybe stop using Zomato if a similar online guide comes
near them in future.
11. Majority 46% of the respondent online food guide for Saving time.
12. Majority 65% of the respondent get food on time delivery in Zomato.
13. Majority 34% of the respondent ordering food through Zomato is about 6months.
14. Majority 93% of the respondent find helpful to place order to eat through Zomato
Application

35
5.2. SUGGESTIONS:
1. Company should try to reach to people of other age groups.

2. Company should take necessary steps to stimulate customers in repurchasing on a

frequent basis.

3. Zomato should focus more on other promotional activities such as television

advertisements.

4. The company should focus on giving better quality product as most customers were very
brand loyal and were generally satisfied with the product.

5. The company should try to be competitive than other companies and try to establish a
strong position in the market.

6. The Company should focus more on attractive advertisement, discounts, coupon code
has to provide on advertisement media channels.

5.3. LIMITATIONS:
1. Due to time constraint the sample size was restricted to 60 respondents only.

2. Since the study is on primary data collected through questionnaire, the result of the
study was subject to all the limitations of the primary data.

3. The analysis based on some statistical tools which has its own limitation.

4. The finding and suggestions are based on the information given by the respondents.

5. In some cases, participants refused to fill the questionnaire.

36
 Chapter -6
SUMMARY AND CONCLUSION

6.1 Conclusion
Applications for the food supply have now become a major sensation in India. Numerous food
delivery applications in India can be downloaded from the ease of homes on smart phones to
order food on the go. The study helped in identifying the factors which influenced the
customers for choosing Zomato. It was found that social media platform is not being properly
utilized. The Facebook page should be more active to interact with consumers. Also, Zomato
needs to keep innovating. New features like virtual tour of restaurants should be added. Live
video shots from café/pubs can be added if some famous band is performing over there. The
brand should build on its most used features. It must ensure that Authenticity of the reviews
should be maintained. The company should focus on providing food items in considerable
quality and quantity, it should also focus in undertaking more promotional activities through
more advertisement and through social medias. Paid reviews should not be encouraged, as it
will dilute the brand. Zomato has prepared 2,000,000 online nourishment arranges on its
foundation in a solitary month on a promoting cost under $50000 every month. Web based
requesting has tremendous commitments for Zomato's fund as normal commission rate is
practically 8.5% (for eatery conveyed requests) and from that point organization says the unit
financial matters are appallingly positive and net edges on a request are about 55%.

37
 Reference
 According to a recent sectoral report published by IBEF (Indian Brand Equity
Foundation), “food has been one of the largest segments in India’s retail sector, valued
at $490 billion in 2013.
 Bhavik Rathod, Head of Uber Eats India says, “To bring out the cost of delivery
lower with a sizeable business with today’s better technology”.

Bibliography
[Link]

[Link]

[Link] [Link]

id=[Link]&hl=en_IN&gl= US

[Link]
[Link] _The_online_Foodki
ng_of_India

38
 APPENDIX (QUESTIONNAIRE)
[Link] is your name?

[Link] is your age?

a) Less than 20
b) 21-25
c) 26-30
d) More than 30

[Link] is your gender?

a) Female
b) Male
c) Others

[Link] you order food online?

a) Yes
b) No

[Link] often you order in Zomato?

a) Daily
b) Weekly
c) Monthly
d) Fortnight

[Link] meal you typically order in Zomato?

a) Breakfast c) Snacks
b) Lunch d) Dinner

39
[Link] general, how do you prefer to order food?

a) Over the mobile app

b) Over the web browser
c) Others

[Link] is the approximate money you spend on ordering food per time?

a) <150
b) <250
c) <500
d) More than 500
[Link] do you prefer online food delivery in Zomato?

a) Faster delivery
b) Convenient
c) Time saving
d) Money saving
e) All the above
[Link] much do you rate for ordering process in Zomato (in the scale of 1-5)?

Poor 1 2 3 4 5 Excellent

[Link] much do you rate for the packaging of food in Zomato (in the scale of 1-5)?

Poor 1 2 3 4 5 Excellent

[Link] you stop using Zomato if a similar online guide comes near you in future?

a) Yes

b) No
c) Maybe

40
[Link] is the purpose of online food guide?

a) Saves Money
b) Saves time
c) For reviews
d) Alternate options
e) To go through the food menu

[Link] lead times at Zomato?

a) I always get my food on given time

b) Delivery time given is reasonable and I get on time delivery

[Link] how long have you been ordering food through Zomato?

a) 6 months
b) 1 year
c) 2 years
a) More than 2 years

[Link] the language used in Zomato application are easy to understand?

a) Difficult to understand
b) Easy to understand

[Link] the features in Zomato, help you to find a suitable place order to eat?

a) Helpful

b) Not Helpful

41
[Link] you have ordered food through Zomato, have there been cases of a few items missing
when it was delivered?

a) Yes
b) No

[Link] is the primary reason you order food through Zomato?

a) Discounts
b) Convenience
c) Better selection

[Link] is your most common experience of delivery persons employed in Zomato? a) Well

Behaved

b) Not Well Behaved

c) Average Behaviour

[Link] much do you rate for the service in Zomato?

Poor 1 2 3 4 5 Excellent

[Link] you suggest others to buy food in Zomato?

a) Yes

a) No
[Link] much do you rate for the Zomato application?

Poor 1 2 3 4 5 Excellent

42
24. Does the Zomato Application?

a) Helpful
b) Not Helpful

25. In general, what is the reason of using Zomato?

a) More practical
b) Unable to go to restaurant
c) Do not have time to cook
d) Others
26. Responses for ordering food through offline?

a) Yes
b) No

43