International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
Consumer Behaviour in the Food Industry:
Exploring Food Delivery Vs Dine-Out
Preferences
Priyadharshini S
Department of Business Administration, Sona College of Technology, Salem, Tamilnadu
ABSTRACT
The main objective of this paper is to analyse the comparison between food delivery vs dine-out in
consumer behaviour. It shows the characteristics and opinions of individual consumers. It includes how
often consumers order food and dine out, their satisfaction levels, and factors while choosing to order and
dine out and on special occasions where they decide to go. The study of consumer behaviour in the food
industry reveals significant differences between online and offline shopping. This paper explores the
factors influencing consumer preferences, decision making and purchase behaviour in both environments.
Online food shopping offers convenience, and personalized recommendations yet lacks trust. Conversely,
Offline shopping provides immediate product access and social engagement, but it is limited by time and
geographic constraints. By examining these factors, the research aims to understand how digital
advancements and traditional practices shape consumer behaviour, ultimately providing insights for
retailers to optimize their strategies in a rapidly growing marketplace.
Keywords: Online Food Delivery, Consumer Behaviour, Dine-Out, Consumer Preferences.
INTRODUCTION
In recent years as technology advances many prefer to order food online as it is convenient and time-
saving. The rise of online food delivery services has revolutionised the food industry, providing consumers
with unparalleled convenience and a wide range of choices at their fingertips. Significantly with typical
restaurant dining experiences, this transition has also led to changes in consumer tastes, expectations, and
behaviour. This paper aims to explore the key differences between online food delivery and traditional
dine-out. By analyzing the factors such as frequency of size, primary concerns, and decision-making, to
understand the motivation and experiences that drive consumer choices in both contexts. Moreover, the
paper will explore how food quality, service speed, costs, and ambience affect consumer satisfaction and
loyalty in general.
This study aims to identify the variables that affect consumer choices, worries, and satisfaction levels in
both situations by conducting a thorough survey. Notably, the growth of convenience and technology will
be highlighted. Along with helping to better understand contemporary consumer behaviour, the study's
conclusions will be a useful resource for companies trying to improve customer happiness in both online
and dine-out markets by streamlining their service offerings.
IJFMR240527250 Volume 6, Issue 5, September-October 2024 1
International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
LITERATURE REVIEW
S.S. Vijaya Kumar (2023) Kumar's study looks into the perception of online meal ordering and delivery
services by urban consumers. Kumar undertakes a critical review of the literature regarding the new
mushrooming phenomenon of online food delivery platforms and the implications this might have on
consumer behaviour. The research aims to address the existing research gap by highlighting the variables
that influence the adoption and usage of online food delivery services. This study is thus the bedrock of
understanding customer preference dynamics, satisfaction, and loyalty dynamics in the increasingly
changing world of meal delivery services.
Manoj Kumar Sharma (2019) Sharma's research deals with consumer behaviour towards online food.
Ordering and delivery services are concentrated around urban municipalities. Drawing from recent
literature, Sharma develops a review of different factors affecting consumer behaviour concerning online
food delivery platforms. This study, again, maintains the critically important influence that convenience,
price, service quality, and trust have on consumers in developing preferences and the diffusion process of
online food delivery services. Sharma's contributions provide a deep understanding of the shifting
dynamics in consumer attitudes toward online food-ordering and delivery services, thereby having
profound implications for businesses operating within this sector, in urban areas.
Spencer (2009) a food knowledge consultant, has said many reasons why consumers are attracted to eating
out. Some of these are to celebrate a special occasion, spend time with the family, round off after an
entertainment night, etc. As the article was written amid the recession, Spencer pointed out that consumers'
food choices are influenced by the Limited income available to them at their disposal.
Andersson and Mossberg (2004) talk about dining as an experience with roots in many areas. Their paper
looks at how likely consumers are to pay for six parts of restaurant service: great food good company,
food, service, restaurant decor, and other diners. They compare what makes an ideal restaurant for
customers to what they experience at restaurants. The main things they found out: mental needs drive
Launch Situations, while social needs are more important at evening restaurants (Sukalakamala & Boyce,
2007).
OBJECTIVE OF THE STUDY
1. To identify the factors influencing consumers to order food online and dine out.
2. To identify the satisfaction levels in food delivery and dine-out.
3. To determine the proportion of persons who, on special occasions, would rather order takeout or dine
in.
4. Comparison between consumer choices in food delivery vs dine out.
RESEARCH METHODOLOGY
Primary data was collected through questionnaires filled by random consumers of ordering food online
and dining out.
Sample Size:51
Method: A convenient sampling method is used. Researcher want to identify the behaviour of customers
ordering food online and traditional dining out.
IJFMR240527250 Volume 6, Issue 5, September-October 2024 2
International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
RESULTS
Figure 1 Age Category
Respondents belonged to various age groups. The majority 41% belong to the 25-30 age group, 35%
belong to the 13-25 age group, and 24% belong to the 30-55 age group.
Figure 2 Gender
The data shows 55% of respondents are female and 45% of respondents are male.
Figure 3 Frequency of People Using Online Food Delivery
IJFMR240527250 Volume 6, Issue 5, September-October 2024 3
International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
The data shows that 20% of respondents order food once a week, 25% of respondents order several times
a month, 8% of respondents order several times a week, and the majority 47% of respondents rarely order
food online.
Figure 4 Concern When Opting for Food Delivery
The primary concern while ordering food is food safety and hygiene is 56.9%, cost of delivery fees is
47.1%, food arriving cold or late is 29.4%, incorrect or missing items is 27.5%, and, limited healthy or
dietary options is 23.5%.
Figure 5 An Important Factor When Choosing A Food Delivery
The data shows 56.9% of respondents chose a variety of restaurants or foods available, 51% of respondents
chose quality of food, 39.2% of respondents chose speed of delivery, 35.3% of respondents chose cost of
delivery, and 21.6% of respondents chose ease of use of application.
Figure 6 Quality of Food Compared to Dining Out
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International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
The quality of food satisfaction compared to dining out is about the same at 61%, 27% chose better, and
12% chose the worst.
Figure 7 Likely Trying a New Restaurant
The above data shows that 29% of respondents were likely to try new restaurants, 10% of respondents
were unlikely to try, and 61% of respondents were neutral about trying new restaurants.
Figure 8 Using Discounts When Ordering Food
The data shows that 35% of respondents choose sometimes to use discounts when ordering, 25% of
respondents always chose discounts when ordering, 22 % of respondents often chose discounts, 10% of
respondents never chose discounts, and 8% of respondents rarely chose discounts.
Figure 9 Preferred Payment Mode
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International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
The data depicts the majority of respondents choose cash on delivery for payment, which is 58.8%, 49%
of respondents prefer digital wallets, 23.5% of respondents prefer credit/debit cards, and 11.8% prefer
bank transfers.
Figure 10 Additional Features Using Food Delivery
The above data shows that 49% of respondents prefer to have healthy meal options, 45.1% of respondents
want detailed food descriptions and reviews, 37.3% of respondents prefer faster delivery options and better
customer support, and 35.3% of respondents prefer loyalty programs and rewards.
Figure 10 Satisfied with Packing
The data shows that 51% of respondents are satisfied with the packaging, 47% of respondents have neutral
selection, and 2% of respondents are dissatisfied with the packaging.
Figure 11 Choosing on a Special Occasion
IJFMR240527250 Volume 6, Issue 5, September-October 2024 6
International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
The above data shows that 54.9% of respondents choose to dine out on special occasions, 45.1% chose
both options, and 15.7% chose to order food online.
Figure 12 People Dining Out
The data depicts that 33% of respondents dine out at restaurants several times a month, 18% of respondents
dine out once a week, 6% of respondents choose to dine out daily, 4% of respondents choose several times
a week, and 39% choose rarely to dine out.
Figure 13 The factor while Dining Out
The above data indicates that 70.6% of respondents prefer ambience and atmosphere while dining out,
72.5% of respondents prefer the quality of food, 51% of respondents prefer location and convenience,
41.2% prefer price, and 39.2% prefer customer service.
Figure 14 Trying New Restaurants Based on
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International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
The data shows that 78.4% of respondents try new restaurants recommended by friends and family, 47.1%
choose from online reviews and ratings, 41.2% choose by viewing social media, 25.5% choose by walking
by and discovering, and 15.7% choose by advertisement.
Figure 15 Availability of Healthy Options
It was found that 59% of people have the importance of healthy options, 37% of people chose neutral, and
4% of people chose not important.
Figure 16 Visiting the Same Restaurant
The above data shows that 39% of people choose to dine at the same restaurant sometimes, 37% choose
to go to the same restaurant often, and 12% choose to dine at the same restaurant both always and rarely.
Figure 17 Making Reservations
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International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
The data shows that 27% of people highly make restaurant reservations, 16% don’t, and 57% are neutral
about their choice.
Figure 18 Cleanliness & Hygiene
The data depicts that 90% of people give importance to cleanliness and hygiene, and 10% don’t care about
it.
Figure 19 Ambience & Décor
It is found that almost 78% of people have more preferences towards ambience and décor, 20% of people
are neutral about it, and 2% of people don’t care about the ambience and décor.
CONCLUSION
This research has highlighted the distinct but shared characteristics in consumer lifestyles related to home-
delivered food and food taken at restaurants. This emphasizes that, although nowadays online food
delivery has become a very common practice in society, due to the convenience and opportunities it brings
along, eating out is still much exclusive, particularly for social dining and individual celebrations. The
consumers give a different level of satisfaction and concern in each scenario; aspects such as delivery cost,
and variety would be the main influence when people order food online, while quality, environment and
service would be the main influence when people go to eat out.
The findings suggest that digitization in the food area neither negatively affects the dining area nor
positively influences diversified landscape planning. Success for companies will lie in understanding and
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International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: [Link] ● Email: editor@[Link]
targeting details in all such consumer settings of needs and preferences. Clubbing the best of offline and
online services has the potential to enhance the consumer experience in the food business and, hence, can
give them a loyal and trustworthy clientele base.
As consumer tastes keep changing with the evolving technology landscape, the firm that remains flexible
to any changes will outdo the rest in this competitive market. The research therefore confirms the balanced
integration of the efficiency of digital services with the irreplaceable value of in-person dining
experiences.
REFERENCES
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Multidisciplinary Research, doi: 10.36948/ijfmr.2024.v06i03.22102.
2. Ashish Verma, Vishnu Prakash Mishra (2023). Impact of Online Food Delivery on Customers Buying
Experience. Journal of Production, Operations Management and Economics, 24-31. doi:
10.55529/jpome.32.24.31.
3. Sharif N, Jamil R, & Nasir M (2018). The increasing dine-out trend: Investigation from karachiites.
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4. Lokhande M J (2022). Online and Offline Shopping: A Comparative Study. International Journal of
All Research Education and Scientific Methods (IJARESM), 10(12), 775-786.
5. Ritu Rapariya (2023). A Study of Customer Satisfaction with Online Food Delivery Applications.
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