1

“SUMMER TRAINING PROJECT REPORT AT REANDRO ADVERISING

INDIA PVT. LTD (MARKETING RESEARCH ON SWIGGY)”

Submitted in partial fulfilment for the award of the

Degree of Bachelor of Business Administration 2019-2020

Under the Guidance of : Submitted By:

Chandan Pal Singh Harsh kumar

Head Of Department Enrollment no. A-17254457

MANORAMA INSTITUTE OF MANAGEMENT AND TECHNOLOGY,

LADAMDA, FATEHPUR SIKRI ROAD, AGRA

Affiliated to Dr. Bhim Rao kAmbedkar University, Agra

Paliwal par, Agra

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SUMMER TRAINING PROJECT REPORT

ON
(MARKETING RESEARCH ON SWIGGY)
AT

IN PARTIAL FULLFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF BUSINESS ADMINISTRATION”

Batch 2017-20

Session 2018-19

S u b m i t t e d b y - S u p e r v i s e d b y -

( H A R S H K U M A R ) ( R E H M A N )

S t u d e n t O f B B A - V S e me s t e r H R D e p a r t m e n t

R o l l N o . 1 7 0 5 2 5 5 0 7 1 0 0 7 REANDRO INDIA PVT. LTD

.
MIMT COLLEGE (AGRA) A G R A ( I N D I A ) .
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CERTIFICATE

This is to certify that the summer training project report entitled “Marketing Research
on Swiggy ” is Submitted by HARSH KUMAR student of BBA V Semester of
“Institute of Business Management”, MANORAMA INSTITUTE OF
MANAGEMENT & TECHNOLOGY under my supervision for the partial fulfilment
for the award of the degree of Bachelor of Business Administration, Session 2018-
19,Batch

2017 - 20.

PLACE: AGRA

DATE:

(REHMAN)

NAME AND SIGNATURE OF SUPERVISOR

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DECLARATION

I student of BBA V semester session 2018-2019 batch 2017-2020

hereby declare that my work entitled “MARKETING RESEARCH ON
SWIGGY” is the outcome of genuine efforts done under the able guidance of
Mr. REHMAN and being submitted to “REANDRO India Pvt. Ltd. SIKANDRA
BODLA (AGRA) as summer training project report in partial fulfillment for the
award of the degree of bachelor of business administration (BBA).

Place: AGRA

Date:

Name: HARSH KUMAR

Course: BBA (V Semester)

Roll No: 1705255071007

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ACKNOWLEDGEMENT

Firstly I would like to express my sincere gratitude to Prof. A. M Agarwal – Pro Vice
–Chancellor and Director-IBM without whose blessings my summer training project work
would not be completed. I also want to thank my HOD - Prof. Somesh Dhamija for
providing me encouragement, motivation and moral support throughout the project
work.

In addition to this I would also like to thank Mr. REHMAN who supervised my project.
Under his support and guidance, my project has taken this shape.

In me equally indebted to my family and friends whoal ways inspired and motivated
me to do something better throughout this project.

At last I would like to extend my sincere thanks to all there respondents to whom I
visited for giving their support and valuable information, which helps me in
completing my project work.

HARSH KUMAR

Course: BBA (V Semester)

Roll No: 1705255071007

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EXECUTIVE SUMMARY

These days’ people are prone to placing food orders online and capitalizing this trend a lot
of restaurants are yielding good returns by registering themselves on online ordering sites
like , Swiggy, etc. and many local ordering websites are also following suit.

To sustain and grow in such fast growing industry, players should offer something
different from competitors with efficiency. In this research project we focused on service
gaps in existing online food delivery industry and how Swiggy transformed this gap into
opportunity to establish them as a strong competitor in online food industry. Also we did
some secondary research by firing questions to existing consumer of online food about
their expectations which will basically fill the service gaps.

Research means detailed study of a problem. Here, the details of the marketing problem
are collected and studied, conclusions are drawn and suggestions are made to solve the
problem quickly, correctly and systematically. In MR, specific marketing problem is
studied in depth by collecting and analyzing all relevant information and solution are
suggested to solve the problem which may be related to consumers, product, market
competition, sales promotion and so on.
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1) EXECUTIVE SUMMARY 5-

 INTRODUCTION
 HISTORY
 WORK OF THE COMPANY
 PHILOSOPHY &VALUE

2) REANDRO SERVICES 7 - 12

3) WHY REANDRO INDIA PVT.LTD. 13 - 16

4) REANDRO CLIENTS 17 -

5) MY JOB PART IN REANDRO 18 - 22

6) OUR INFRASTRUCTURE 23 - 25

 TEM OF REANDRO

7) MARKETING REASEARCH 32 - 46

8) CUSTOMER ORIENTATION MARKETING REASEARCH 47 -

9) FIELD INVESTIGATION SURWAY METHOD 48 - 49

10) ABOUT THE REPORT 50 - 52

11) RESEARCH METHODODLOGY 53 - 56

12) DATA ANALYSIS 57 - 67

13) LIMITATIONS 68 -

14) APPENDIX 69 - 70

15) BIBLIOGRAPHY 71 -
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INTRODUCTION OF THE COMPANY

 REANDRO ADV India Private Limited is a Private incorporated on 12 January
1999. It is classified as Non- Govt. company and is registered at Registrar of
Companies, Delhi.
 Its authorized share capital is Rs. 20,000,000 and its paid up capital is Rs.
17,373,740.
 REANDRO India Private Limited's Annual General Meeting (AGM) was last held
on 30 September 2015 and as per records from Ministry of Corporate Affairs
(MCA), its balance sheet was last filed on 31 March 2015.

Directors of REANDRO India Private Limited are Mr. Debabrata Majumdar, And
Snehashish Bhattacharjee.
REANDRO India Private Limited's Corporate Identification Number is(CIN)
U85110DL1999PTC190362.

 Its registration number is 190362.

 Its Email address is debmaj@REANDRO.com.
 Its registered address is No. 406A, Indraprastha Tower, 6, Commercial Complex,
Wazirpur, New Delhi.
 Current status of REANDRO India Private Limited is – Active
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HISTORY OF COMPANY

REANDRO was founded 18 years ago to fill the void in the industry of a service provider
that can provide end-to-end sales enablement solutions with clear focus on revenue
acceleration, ROI optimization with a measurable impact. As the Global Chief Executive
Officer of REANDRO I drive the strategic goals of the company and am instrumental in
building the company’s future roadmap. Focus is on leveraging operational excellence and
innovation to drive expansion and profitability.
In my initial years at REANDRO, I helped establish the services delivery model ably
supported by a great team. Along with the process led services methodology we also
created a remote services model to overcome geographical boundaries which led the
company’s initial foray into global markets. Today REANDRO has delivery centres in
Noida, Singapore, London and Kuala Lumpur reaching over 50+ countries and
500+citiesglobally.
With technology and innovation as the convergence point, REANDRO will drive the
future of sales enablement aiming to emerge as the world’s largest sales enablement
organization.
Prior to my stint as a Co-Founder/Global CEO at REANDRO, I have worked with multi
nationals like Wipro and Microsoft in multiple sales and marketing capacities which
contributed in building the foundation of my beliefs and work culture that I leverage in my
preset.
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What is the work of REANDRO.?

REANDRO is a global sales enablement company, focused on driving revenue growth for
its customers through a wide range of service offerings. The company leverages latest
technology trends and disruptive approach to create effective sales engines. The goal is to
provide measurable outcomes to its customers, across industries and sectors. The company
offers a gamut of sales enablement solutions, from strategy to execution. At the core of the
service offerings is the defined objective of amalgamating customer acquisition and
revenue maximization to enable sales.

REANDRO India Pvt. Ltd. is a global sales-enablement business focussed on executing

sales strategies by leveraging technology to drive profitable revenue growth for our
customers. Our mission is to successfully execute sales programmes that optimise the
return of investment and create growth opportunities for our clients.

Our dedicated practice teams design and deploy sales activation models across diverse
markets applying domain know-how and sales expertise to ensure a positive brand
experience.

18 years and over four billion dollars in revenue contribution to clients, REANDRO is
well on its way to become a global sales catalyst for the next 100 years. With a reach
spanning 5 continents, 50+ countries and 500+ cities globally and a clientele that’s rich in
industry-leading companies, the company has traversed the evolution from an Indian to an
Asian to now a global company. REANDRO is focused on generating employment
opportunities through delivery centres across the world and creating sales leaders of
tomorrow. Dedicated teams design and deploy sales activation models across diverse
markets applying domain know-how and sales expertise to ensure a positive brand
experience. Partnering with customers, REANDRO takes a solution-conscious approach to
deliver sales’ best practices by leveraging people, processes, technology and innovation to
drive revenue. Part of the esteemed Red Herring Global Top100 Club, REANDRO is
impacting the largest brands in the world.
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With Respect for Individual, Integrity & Transparency and Inclusive Growth as our
guiding principles, our building blocks include:

Consultative Sales-

We make efforts to understand the customer pain point as well as the existing strategy.
With our approach bent towards consultative sales, we add value to the sales process,
whether through strategy or through impeccable implementation.

Customer Focus-

At REANDRO, customers come first. As an organisation, we are oriented towards serving

our customers’ needs and building our direction around them – every single time.

Return on Investment-

We provide service propositions that are backed by a measurable impact – quite simply;
we are uncomfortable delivering non-measurable value propositions to our customers.

We address the end-to-end of sales enablement process and bridge the gap between
strategy and execution. We are proud to be associated with industry-leading companies
who have entrusted us to accelerate their sales processes. By partnering with us, our
clients benefit in various ways, some of which include:

 Achieve sales objectives: We understand the customer’s desired end goal and work
towards creating program modules that addresses the complete situation in order
to achieve the set objectives. By partnering with us, our customers see a logical
conclusion to their sales vision.
 Abide by Integrity: We are an organisation that has integrity and transparency in
its veins – we believe in doing the right thing and therefore our leave no scope for
our customers in terms of double guesses.
 Maximised returns: Like our customers, “acceleration” (of revenue) and
“optimization” (ROI) are the key end objectives that we strive towards achieving.
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Our sales strategies are built in order to ensure that our customers get maximum
returns.

PHILOSOPHY & VALUE

 Respect for theindividual
 Integrity &transparency
 Inclusivegrowth
 Customerfocus
 Consultative sales
 Return on investment
 Work life balance-we enjoy our work seriously

 Passion - passion drives us forward

 Quality-quality is a mandate

 Open culture -transparency

 Modesty - Be Humble

 Respect- respect the individual

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REANDRO`S SERVICES
DEMAND GENERATION

Demand Generation for us simply means getting more customers for our customers. Our
expertise lies in devising sales strategies that lead to increased awareness, remove
complexities and drive incremental revenue for our customers. This, of course, can be
driven through on-ground or tele-led or even hybrid models.

With our feet-on-street capability, we are able to touch the last mile and provide market
intelligence to our customers from the point of sale. Our telesales services are designed to
enable us to plan sales activity processes, nurture opportunities, build pipelines, support
the inside-sale function, offer sales-ready leads and eventually help our customers make
more sales.

 Inside Sales
 Lead Generation
 Compliance
 Renewals
 Database Management
 Corporate Activation
 Market Penetration

Cloud Sales Solutions

Cloud, the technology that redefined the IT landscape a few years ago, is an attractive
value proposition for most businesses today. As the world’s focus moves towards
optimization and shared services, the cloud market will continue to gain acceptance and
become a key business enabler.
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At REANDRO, our sales experts possess the knowledge and experience in driving cloud
consumption to target incremental and consistently growing revenues.

Our services align with the sales vision of cloud service/ product providers by focusing on
increasing awareness, driving readiness in the ecosystem for faster adoption, driving
activation, growing usage and finally, driving consumption.

Poised for significant growth in the coming years, cloud-based products offer the
opportunity for tremendous potential profit, but it is important to stay on top of industry
changes and choose the right experts to manage the sales engine end-to-end.

 Customer Acquisition
 Partner Readiness
 Partner Identification
 Partner Development
 Cloud Product Consumption

 Channel Development

Today, global brands are placing a greater emphasis on ‘go to market’ plans. These are
driven by sales strategies that rely on channel partners who become the face of the brand –
from a customer service as well as from the experience perspective. At REANDRO, we
understand the strategic implication of this and can support this with extensive multi-
industry experience to cross-pollinate best practices in order to ensure that the channel
alliances and business partners are able to make a measurable impact on sales. For us,
optimising the channel is a focus point of sales execution. This could mean many number
of things: from understanding the requirement and mapping vulnerabilities; analysing
partnership needs as business requirements change; assessing partner capabilities as
solutions portfolios evolve; audit and impact of partner programs, to outlining investment
areas and strategic realignment.
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 Channel Management
 Channel Build
 Business Partner Recruitment
 Business Partner Enablement
 Business Partner Analysis

Retail Management
At REANDRO, we’ve developed a methodology that ensures a planned and managed
retail sales environment. Our experience shows when all brand assets are aligned to
deliver a superior customer experience, there is a demonstrable positive correlation on
sales. Our Retail practice team takes a solution-conscious approach to ensure sales
readiness thereby promoting brand advocacy, achieve sell-out targets and impact market
in long term share. Having established our foothold in the IT and Telecom industry, we
are now aggressively focusing on the FMCG industry with our retail services.
 Retail Readiness
 In-store Consumer Experience
 Training
 Audit & Research
Technology
State-of-the-art technology underpins every sales solution that we deliver. Our experience
has shown us that an automated sales process can significantly impact product life cycle
and ROI on sales strategies. With a solution-conscious approach, our Practice team
understands how to encourage sales teams to embrace technology, ranging from
dashboard solutions that support decision-making; the ability to monitor real-time data via
mobile data capture giving context and location; or workforce management software that
enhances business productivity. Our fundamental goal is to improve sales effectiveness
via technology enablers for the decision makers to overcome challenges and achieve
desired results.
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 Workforce Management:
 Employee Self-service Portal
 Learning Portal
Sales force Management:
 Re X (Retail Excellence Platform)
 Den Mobile
 Partner Loyalty Platform
Customer Management:
 Den CRM
• Knowledge Management:
 Den Book

Training Services
At REANDRO, we understand that effective sales engagement and a measurable impact
on sales do not happen by chance. Successful execution of sales strategies demands that
teams and people are well trained and supported for customer engagement at all phases of
the customer lifecycle. REANDRO’s Training division provides solutions for sales
readiness and customer management for a variety of assignments - from large-scale
classroom training and roll-out; on-the-job specialised learning, to remote on-the-job
support.
 Remote Training
 On-the-job Training
 Class room training
 Self-Running Modules
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WHY REANDRO INDIA PVT LTD?

Our continued success is based on our ability to bridge the gap between strategy and
execution. Partnering with clients and business partners, we take a solution-conscious
approach to deliver sales’ best practices by leveraging people, processes and technology to
drive revenue.

Close collaboration with sales and marketing stakeholders ensure that we understand the
nature and complexity of the assignment and gauge the associated business challenges to
achieve desired business goals in cross-industry sales assignments.

 Global Delivery Models: Onshore/Offshore | Blended | Contact Centre |

FOS

 Bridge the gap between sales strategy and execution

 Deliver sales' best practices via people, process & technology

 Engage In Multi-channel, Cross-industry Sales

 Solutions Conscious Approach

 Sales Performance Improvement & Management

 Measurable Impact

 Ensure a positive brand experience for the final consumer.

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REANDRO’S CLIENTS
In a span of just 18 years, REANDRO has catered to several clients in the Telecom,
Consumer Electronics as well as the IT industry. And with the success of our sales
strategies, our portfolio of clients currently includes organizations that are considered
world leaders in their industry.
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INDUSTRY AWARDS ACCOLADES

 Recognized by IDC I.C.O.N.I.C awards 2014 for Excellence in Employee

Engagement

 Recognized by Asian Customer Engagement Awards for "Successful use of

Technology" under the Retail Touch Points & Merchandising category

 Recognized by IDC I.C.O.N.I.C awards 2015forExcellence in Transformation

 REANDRO, a global sales Enablement Company focused on driving revenue

growth for customers, has been recognized as Red Herring Top 100 Asia
winner. The accolade honors the year’s most innovative and disruptive private
organizations from the Asia region.

 REANDRO, a global sales enablement organization focused on driving

revenue growth for customers, has joined the prestigious Red Herring Global
Top 100 club. This comes closely on the heels of REANDRO joining the Red
Herring Top 100 Asia list earlier this year. This award recognizes the year’s
most disruptive private technology companies and entrepreneurs across the
globe.
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WHAT MAKES ADENAVITE?

D Driven
E Ethical
N Never Say Die
A Able
V Vibrant
I Innovative
T Total Ownership
E Eye for detail

LIFE @ REANDRO

 Amazing work culture”

 Individuals are nurtured”
 Excellent Leadership
 Recognizes hard work, ideas and innovations
 Enables a perfect work-life balance”
 Adds value to employees”
 Imparts learning and opportunities
At REANDRO, continuous learning and growth is what we promise and deliver!
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OPPORTUNITIES@REANDRO

 PROGRESSIVE COMPANY-
Focused on every aspect of enabling sales through services offered and
competencies developed.
 MULTI-INDUSTRY EXPOSURE-
Partner in driving business growth by targeting multiple industry genres
 CAREER GROWTH
Focused on holistic development of the employees and inspiring them to aim
high
 CREATING GLOBAL SALES EXPERTS
Creating Sales Leaders of tomorrow in the new genre of sales & marketing

“REANDRO welcomes innovative, smart thinkers who are

dynamic, collaborative and think beyond imaginary lines.”
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My Job Part At REANDRO.

I worked as an intern in REANDRO India Pvt. Ltd. I worked over arketing in swiggy with
Kapil Sir and Ashok Srivastava Sir.

So I did not have to handle any core responsibilities. I only looked after the supporting
work, like: calling selected candidates for interview, interview coordination, help new
employees to complete joining procedures, coordinate the joining of interns.

Calling Selected Candidates for Written Exam or Interview:

When an interview is conducted, the candidates have to be informed regarding it.
Usually they used to provide me with a list of candidates. The name of the position, date
and venue is also written there. It was one of my duties to call candidates and invite
them for interview.

Interview Coordination:
I also coordinated interview. For interview, they used to provide me a list of candidates
with the time, specified for each candidate. Based on the time, it was my duty to manage
the queue of the candidates.

Coordinate the Joining of New Employees:

When new employee joins the organization, they have to fill up certain forms. I
sometimes assisted them in filling up these forms. These forms include: Joining Letter,
Form 2 (Gratuity), Employee Disclosure Form, Certificate of Compliance.

Coordinate the Joining of Interns:

When new intern joins the organization, they have to fill up a form and also need some
guidance. My duty was to provide them with joining letter signed by HR Department.

Calling previous employees for the job:

I was given work to call previous employees of Swiggy for joining Swiggy as a
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promoter.

Some of them attended the interview and some of them refuse to attend the interview.

Calling previous employees of swiggy for asking back out reason from
swiggy:

I was given work to call previous of Swiggy for asking their back out reason from
Swiggy.

prolific combination of Advertising and Digital Media, Reandro Advertising is credited to

be the best digital marketing & Below the Line (BTL MARKETING) Marketing
Company in Agra. We have become a trusted name in branding and business promotion
with special focus on Below the Line Marketing (BTL MARKETING) services. The
company delivers high-end marketing and business branding Solution & services Rural as
well as offline ensuring promising results every time.

Now, you can perfectly focus on your business as all Marketing Strategy and new age
Rural requirements are taken care of by us. We offer customized and integrated solutions
taking a unique approach for all our clients, whether it's an individual, a Small and
Medium Enterprise (SME) or a Multinational Corporation. We particularly aim to provide
the best possible advertising solutions best suited to one and all.

We have already created buzz in the advertising world by executing a number of

innovative and highly creative works across Uttar Pradesh. Now through Reandro
Advertising our BTL Marketing & advertising services are involving a range of streams
starting from FMCG, Auto & Lubes, Agri-Products, Finance, Durables, and
Telecommunications etc. across various socio- cultural regions of India.
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Our Infrastructure

change some word about us - Reandro Advertising 2 years of experience in building Go-
to-Market approach in emerging markets. Our interventions help brands to tap into the
latent consumer demands through our outreach, activation and retail services thereby
connecting to the aspiring India

Our close to 2 decades of experience has been at the forefront of creating engagements
that deliver memorable experience and drive behaviour change. As a team with over 15
years of cumulative experience we help clients to connect to the ever-changing needs of
emerging consumers.

Our expertise lies in our ability to deliver strategic proposals & implement the same as a
part of integrated approach.

We work with country’s best brands ranging from FMCG, Auto & Lubes, Agri-Products,
Finance, Durables, and Telecommunications etc. across various socio- cultural regions of
India.

We believe in working with clients as a partner to add value to their businesses. We invest
in tools that act as Force Multiplier, Gather Insights and Optimise Costs as a part of the
process.
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Why Us

At a time when advertising and branding services has become a part and parcel of business
organizations all over world, the creative and marketing agencies are also competing to
make a difference in the market. This is where Reandro Advertising has carved a niche
with a number of innovative ideas and sparkling promotional methods.

Whether it is Rural & Urban platform, we have expertise to build a brand that has subtle
recall value and higher visibility in the market. Further, our marketing Strategy &
research, business planning and strategic advertising services are second-to-none. Reandro
Advertising suits better to those looking for economical as well as highly productive
advertising and marketing services within a short span of time.

Case Studies

Reandro Advertising has made a mark in the advertising sphere by creating a strong brand
value of several business organizations.

Deliver result-oriented, creative, communicative advertising and branding strategies and

solutions to add distinctive value to the brand.

Transform strategy, creativity and market research analytics into brilliant ideas that sell
our clients products.
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We seek to partner our clients.

Become the most sought after advertising and branding agency across the nation with high
creativity, performance and customer responsiveness.

Rural - Unlocking potential of the Rural Markets through insight driven interventions

Rural Go To Market planning

Behaviour change communication

Social marketing/CSR initiatives

Consumer & trade engagements

Leveraging congregation points

Rural properties & events

Activation - Building brand preferences and driving actions through experiences

Product Launches

Consumer Engagements

Events

Technology enabled experiences

Trials & sampling

Retail - Creating interventions for availability and trials at the last mile
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Trade & Retail Mapping

Last mile Channel design and development

Trade Engagement programs

Visibility & Merchandising solutions

Distribution solutions

Digital - Creating conversation through digital experiences

Digital Strategic Solutions

Innovation & Tech

Online brand Management

Mobile Integrated Solutions

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TEAM OF REANDRO

Rehman khan(founder & Director / creative director)

Founder and Director of Reandro Advertising, has been another guiding force behind the
success of High Street. His expertise in creative advertising and business promotion plays
a vital role in taking clients' businesses to new heights. Mr. Khan possesses a rich
experience of branding and advertising on the BTL marketing that makes Reandro
Advertising a high performing organization.

6 year experience of marketing solution of ecommerce, & costumer relationship services,

Founder of webredix.com legalcence.com & singlepaper.com

Sanjay rathore(business unit head)

Business Unit Head, Playing daddy to many pretty souls in problem, a social stirrer - just
to name a few. He displays an unflinching can-do attitude: the quintessential of a
trailblazer. Sanjay has this super-power to woo almost everybody around him with his rich
14+ years of experience from Below The Line Marketing & Advertising. At Reandro,
Sanjay has been mentoring young professionals on Brand communication/ strategy/
planning/activation, Budgeting and Revenue management.

Ranjeet Thakur(Marketing Manager)

Being a B.com graduate, Ranjeet Thakur has been experimental when he entered the Rural
Marketing/BTL domain. Since more than a decade, Ranjeet emerged out as workhorse and
now leads Reandro’s pan India production & fabrication. The main part of reandro’s team
(Thakur Sahab)

Ankit Verma(Legal & Taxes Account Directorr)

The number-cruncher and error-detector is popular in the space as ‘Verma’ joined the
Reandro’s team in 2018. And since has leaded his way to head accounts and finance
 30

vertical. While others may be beach-bums, Verma’s is pretty much an office-bum and a
workhorse. Manager at legalcence.com legal partner of reandro’s

Rohit Rawat(Advertising Consultant & govt project & special project)

Rohit is a professional storyteller, brand builder, and strategic problem solver with 6 over
years of experience as a creative in advertising. He brings to Agency Creative a passion
for design, an eye for detail, and a love for the written word as well as in-depth, industry-
leading knowledge. Rawat has been helping streamline Reandro’s operations for
maximum efficiency since 2016. This IT graduate (BCA & MCA) having an impressive
6+ years of experience has been mentoring youngsters of Reandro’s since its inception.
Rawat has travelled the lengths and breadths of India and understands rural consumers in a
way that nobody can. Manager at webredix.com it partner of reandro’s

Shabnam khan(logistic head )

Shabnam joined Reandro way back in 201, He was earlier associated with Amazon.
Shabnam is an excellent planner and manages the logistics and operations of Reandro’s,
Manager of singlepaper.com logistic partner of Reandro’sClients
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MARKETING

RESEARCH
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Meaning

Research means detailed study of a problem. Here, the details of the marketing problem
are collected and studied, conclusions are drawn and suggestions are made to solve the
problem quickly, correctly and systematically. In MR, specific marketing problem is
studied in depth by collecting and analyzing all relevant information and solution are
suggested to solve the problem which may be related to consumers, product, market
competition, sales promotion and so on.

MR is special branch of marketing management. It is comparatively of recent in origin.

MR acts as an investigative arm of a marketing manager. It suggests solution on marketing
problem for the consideration and selection by a marketing manager. MR also acts as an
important tool to study buyer behaviour, changes in consumer life-style and consumption
patterns, brand loyalty and forecast market changes.

In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one
hand and sales promotion on the other hand. It is rightly treated as the soul of modern
marketing management. MR suggests possible solution on marketing problem to
marketing manager for his consideration and final selection. It is rightly said that the
beginning and end of marketing management is marketing research. It is primarily used to
provide information needed to guide marketing decision, market mix. It acts as a support
system to marketing management.
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Features of Marketing Research

1) Systematic and continuous process:- MR is a continuous process. One type of

research is not adequate to resolve all marketing problem. Similarly, new research
projects will have to be undertaken to solve new marketing problem and challenges.
A marketing company faces new marketing problem from time to time and for
facing them marketing research activities need to be conducted on regular basis. A
marketing company has to conduct MR regularly for its survival and growth in the
present dynamic marketing environment.
2) Wide in scope application:- MR is wide in scope as it deals with all aspects of
marketing of goods and services. Introduction of new products, identification of
potential markets, selection of appropriate selling techniques, study of market
competition, introduction of suitable advertising strategy and sales promotion
measures are some areas covered by MR.
3) Emphasises on accurate data collection and critical analysis:- In MR, required
data should be collected objectively and accurately. The data collected must be
reliable. It should be analysed in a systematic manner. This will provide
comprehensive picture of the situation and possible solution.
4) Offers benefits to sponsoring company and consumer:- MR is useful to the
sponsoring company. It raises the turnover and profit of the company. It also raises
the competitive capacity and creates goodwill in the market. It enables a company
to introduce consumer- oriented marketing policies. Consumer also gets agreeable
goods and more satisfaction due to MR activities.
5) Commercial equivalent of military intelligence :- MR is the commercial
intelligence activity. It is similar to military intelligence where systematic study is
made before taking any military action MR acts as the intelligence tool of marketing
management.
6) Tool for managerial decisions:- MR acts as a tool in the hands of management for
identifying and analysing marketing problem and finding out solution to them. It is
 34

and aid to decision-making. It suggests possible solution for the consideration and
selection by managers. MR is an aid to judgement and never a substitute for it.
7) Applied type of research:- MR is applied knowledge. It is also called ‘decisional’
research as it provides specific alternative solution to deal with a specific marketing
problem. It studies specific marketing problem and suggests alternative solution and
possible.
8) Reduces the gap between the producers and consumer :- MR is an essential
supplement of modern competitive marketing. It is useful for understanding the
needs and expectations of consumers. It reduces the gap between producers and
consumers and adjusts the marketing activities to suit the needs of consumer.
9) Not an exact science:- MR is both science and an art. It collects information and
studies marketing problem in a scientific manner. The information collected is also
applied to real life problem. However, MR is not an exact science. It only suggests
possible solution and not the exact solution to marketing manager for consideration
and selection. At present, MR is treated as a professional activity. We have
professional research agencies dealing with the marketing problem of their clients
on commission basis.
10) Use of different methods:- MR can be conducted by using different
methods. Data can be collected through survey or by other methods like observation
method or experimentation method. Even computers and internet are used for data
collection. The researcher has to decide the method suitable for his research project.

11) Dynamic character:-MR is dynamic in nature. Its scope is fast expanding

along with the new developments in the field of marketing. In addition,
development in other subjects such as economics, statistics, computer science,
sociology, psychology, cultural anthropology and behavioural sciences also bring
corresponding changes in the field of MR. this suggests that MR is a dynamic and
progressive subject.
 35

12) Closely connected with marketing information system:- both the concepts
are interrelated. In fact, MR is one components of MIS. Both are useful for solving
marketing problem and for accurate and quick decision-making in the field of
marketing.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets :- Markets are no more local in character.

They are now national and even global in character. The marketing activity is
becoming increasingly complex and broader in scope as more firms operate in
domestic and global markets. Manufactures find it difficult to establish close
contact with all markets and consumers directly. Similarly, they have no control on
the marketing system once the goods are sold out to middlemen. This situation
creates new problem before the manufacturers which can be faced effectively
through MR as it acts as a feed-back mechanism to ascertain first hand information,
reaction, etc. of consumers and middleman. Marketing activities can be adjusted
accordingly.
2) Wide gap between producers and consumers:- marketing research is needed as
there is a wide gap between producers and consumers in the present marketing
system. Due to mass scale production and distribution, direct contact between
producers and consumers. Producers do not get dependable information as regards
needs, expectation and reactions of consumers, they are unable to adjust their
products, packaging, prices, etc. as per the needs of consumers. The problem
created due to information gap can be solved only through MR as it possible to
establish contact with consumers and collect first hand information about their
needs, expectation, likes, dislikes, preferences and special features of their
behaviour. Thus, MR is needed for removing the wide communication gap between
producers and consumers.
 36

3) Changes in the composition of population and pattern of consumption: - In

India, many changes are taking place in the composition of population. There is a
shift of population from rural to urban areas. There have been considerable changes
in the consumption and expenditure patterns of consumers in India. The incomes of
the people, in general, are rising. This brings corresponding increase in their
purchasing capacity and buying needs and habits. The demand for consumer
durables is fast increasing. The market are now flooded with consumer durables like
TV sets and so on. Manufacturers are expected to know such qualitative and
quantitative changes in the consumer preferences and their consumption pattern. For
achieving this objective, MR activities are necessary and useful. In brief, MR is
needed for the study of changes in the pattern of consumption and corresponding
adjustment in the marketing planning, policies strategies.
4) Growing importance of consumers in marketing:-Consumers occupy key
position in modern marketing system. They are now well informed about market
trends, goods available, consumer rights and protection available to them through
consumer protection acts, the growth of consumerism has created new challenges
before manufacturers and traders. Even growing customer expectations create
situation when manufacturers have to understand such expectations and adjust the
production policies accordingly. Indifference towards consumer expectations may
lead to loss of business. In the present marketing system, consumers cannot be taken
for granted. Marketing research particularly consumer research gives valuable data
relating to consumers. It is possible to use such data fruitfully while framing
marketing policies. Thus, marketing decisions can be made pro consumer through
marketing research activities.
5) Shift of competition from price to non-price factors:- Cut-throat competition is
unavoidable in the present marketing field. Such competition may be due to various
factors such as price, quality, and packaging, advertising and sales promotion
techniques. Entry of new competitors creates new problems in the marketing of
goods and services. In addition, market competition is no more restricted to price
 37

factor alone. There are other non-price factors such as packaging, branding, after-
sales and advertising which create severe market competition. Every producer has
to find out the extent of such non-price competition and the manner in which he can
face it with confidence. MR is needed as it offers guidance in this regards. A
manufacturer can face market competition even by using certain non-price factors.
The shifting of competition from price to non-price factors has made marketing of
consumer goods more complicated and challenging. This challenge can be faced
with confidence by using certain measures through marketing research.
6) Need of prompt decision making :- In competitive marketing, marketing executive
have to take quick and correct decision. Companies have to develop and market
new products more quickly than ever before. However, such decision is always
difficult. Moreover, wrong decisions may bring loss to the organisation. For correct
decision making, marketing executive need reliable data and up to date market
information. Here, MR comes to the rescue of marketing manager. Problems in
marketing are located, defined, analysed and solved through MR techniques. This
suggests its need as a tool for decision making. MR is needed as a tool for
reasonably accurate decision making in the present highly competitive market
system.
 38

Market research v/s marketing research.

Sr.no. Points Market Research Marketing research

1. Meaning Market research directly MR is a systematic and
relates to market situation comprehensive study of
i.e, size, location, market different aspect of marketing
competion and features of including current marketing
customers. It provides problems and challenges for
details about the market decision –making and policy
for decision-making and framing.
policy framing.
2. Nature Market research is a MR is one branch marketing
branch of marketing information system.
research.
3. Scope The scope of market The scope of marketing
research is limited to the research is wide as it covers
study of market or market all aspects of marketing.
situation.
4. Type of Market research is narrow Marketing research is a wide
term term as it relates to one term as it covers all aspects
aspect of marketing. of marketing
5. Objective Market research is Marketing research is
undertaken in order to deal undertaken in order to study
with the problem and varied type of marketing
challenges relating to problem such as product line,
different aspect of market marketing mix, advertising,
such as competition and packaging, branding and so
consumer needs. on.
 39

Advantages of Marketing research

1) Indicates current market trends:- marketing research keep business unit in touch
with the current market trends and offer guidance for facing market situation with
confidence.
2) Pinpoints deficiencies in marketing policies:- MR pinpoints the deficiencies as
regards product, pricing, promotion, etc. it give guidance regarding different of
marketing. They include product development, branding, and packaging.
3) Explains customer resistance: - MR is useful for finding out customer resistance to
company’s products. Remedial measures are also suggested by the researcher to
deal with the situation. This makes the product and marketing policies agreeable to
consumers.
4) Suggests sales promotion techniques:- MR enables a manufacturer to introduce
appropriate sales promotion techniques, select most convenient channel of
distribution, suitable pricing policy for the products and provision of discounts and
concessions to dealers. Marketing research facilitates sales promotion.
5) Offers guidance to marketing executives:- MR offers information and guidance to
marketing executives while framing marketing policies. Continuous research
enables a company to face adverse marketing situation boldly. It acts as an
insurance against possible changes in market environment.
6) Facilitates selection and training of sales force: marketing research is useful for the
selection and training of staff in the sales organisation. It also suggests the
incentives which should be offered for motivation of employees concerned with
marketing.
7) Promotes business activities: - marketing research enables a business unit grow its
activities. It creates goodwill in the market and also enables a business unit to earn
high profits through consumer oriented marketing policies and programmes.
8) Facilitates appraisal of marketing policies: Research activities enable business
executives to have an appraisal of the present marketing policies in the light of
 40

findings of research work. Suitable adjustments in the policies are also possible as
per the suggestions made by the researchers.
9) Suggests new marketing opportunities: MR suggests new marketing opportunities
and the manner in which they can be exploited fully. It identifies emerging market
opportunities.
10) Facilitates inventory study: marketing research is useful for the evaluation of
company’s inventory policies and also for the introduction of more efficient ways of
managing inventories including finished goods and raw material.
11) Provides marketing information: MR provides information on various
aspects of marketing. It suggests relative strengths and weakness of the company.
On the basis of such information, marketing executives find it easy to frame policies
for the future period. MR provides information, guidance and alternative solutions
to current marketing problems.
12) Suggests appropriate distribution channels: MR can be used to study the
effectiveness of existing channels of distribution and the need of making suitable
changes in the distribution system.
13) Provides information on product acceptance: marketing research helps in
knowing the probability of acceptance of the product in its present form. It is also
useful for the introduction of modifications in the existing product line of a firm.
14) Creates progressive outlook: MR generates progressive and dynamic outlook
throughout the business organisation. It promotes systematic thinking and a sense of
professionalisation within the company. It also creates enthusiasm among marketing
executives. This brings success and stability to the whole business unit.
15) Has wider social significance: MR is of paramount importance from the
social angle. It is the means by which the ultimate consumer literally becomes king
of the market place, with his desires, prejudice and every whim transmitted to the
producer and distributor. In brief, MR has wider scope significance. It is useful to
all parties involved in the process of marketing.
 41

Limitations of Marketing Research

1) Marketing research offers suggestions and not decisions:- Marketing research is not
substitute for decision making process. It only offers possible suggestion to
marketing problem. It actually acts as a tool which facilitates decision making
process. It guides marketing managers in taking balanced, result oriented and
rational decisions. The suggestions offered by marketing researchers are usually
possible solution but not the exact solution. In fact marketing research by itself is
not an exact science. MR offers predication but they are not necessarily accurate or
perfect. Such predictions should be taken in the right sprit by the management. It
offers information and guidance to marketing manager but not the final decisions
which are to be taken by manager themselves. MR does not provide readymade
solution to marketing problem. It only provides indicators. The effectiveness of MR
depends on the skill of the decision maker. MR aids managerial decision making
but it control replace judgement and experience of marketing managers.
2) Marketing research cannot predict accurately: - In MR, efforts are being made to
estimate or predict the possible future situation. For this, certain research studies are
undertaken. However, the results conclusions arrived at may not be complete,
perfect or accurate. They predict possible tendencies but not certainties. The
decision taken and policies framed on the basis of such research studies may not be
accurate and useful for solving current marketing problems. Marketing research
gives guidance to marketing managers through information and conclusion drawn
but such guidance may not be accurate as it is based on the predictions about future
situation. The guidance offered through activities may prove to be out dated at the
time of taking current marketing decisions.
3) MR conclusions are not dependable:- there are many who are sceptics of MR. their
criticism is that MR conclusions are not dependable. There are examples where the
research failed to deliver desired result or a product failed even when the research
 42

had shown promising market demand and consumer support. The classical example
is that coke. Its MR should that 68% customers in US liked the taste of the new
formula developed by the coca-cola corporation. However, the new coke failed and
in less than six months of its launch, the coke management had to relaunch old coke
under the brand name coke classic. However, this failure of MR was mainly due to
conventional approach.
4) Marketing research cannot study all marketing problem:- marketing research is
rather very wide in scope. However, it cannot study all marketing problem
particularly where it is difficult to collect relevant data. Similarly, research study is
not useful for dealing with urgent marketing problem where quick decisions and
follow up actions are necessary. Thus, all marketing problem are not researchable
and all research problem are not answerable. MR fails to offer guidance to manager
while dealing with specific problem. It is also argued that very many times,
marketing research faced by a business unit marketing research tends to be
fragmentary in its approach it become difficult to have an overall perspective in
which a marketing problem is to be viewed and studied.
5) Resistance by marketing executives: researchers study the marketing problems and
offers information and guidance to marketing executives in their decision-making
process. However, some executives are reluctant to use the solutions suggested by
the researchers. They feel that such extensive use will act as a threat to their
personal status. Findings of the research work may bring them in difficulties if the
policy-decisions taken accordingly prove to be wrong. Marketing executives may
also feel that researchers suggest solutions which are academic in character and lack
practical utility. There is absence of meaningful dialogue between the marketing
managers and the marketing research team. Secondly, researchers should try to act
as friend and guide of marketing executives. Conflicts between researchers and
executives are always undesirable but do exist in many companies. It is treated as
one limitation of MR activity.
 43

6) Lengthy and time-consuming activity: MR is a lengthy and time-consuming

activity. It involves various steps which need to be completed in an orderly manner.
It is not desirable to conduct research work is an haphazard manner. Naturally, the
research work take longer period for completion and findings when available may
prove to be old and outdated. Moreover, research work cannot be conducted
overnight and marketing decision cannot be postponed till the research work is
completed.
7) Marketing research is a costly affair: marketing research is a costly as research work
require the service of expert with knowledge, maturity and skill. Such experts
include economists, management scientists, statisticians, psychologists and
computer experts. Advance training in economics, computer technology,
psychology, sociology, etc. is also necessary on the part of research staff.
8) Non-availability of qualified staff: For scientific MR, professional marketing
researcher with proper qualification, training and experience are necessary.
Research work is likely to be incomplete in the absence of such expert staff.
9) Complexity of subject: marketing research fails to give complete and full-proof
solution to management. This is because marketing research itself is not an exact
science. It is concerned with the study of human beings and human behaviour is
always difficult to predict.
10) Changing behaviour of consumers: Consumer is a focal point in the market
research. However, his buying motives are difficult to judge precisely and
accurately. This brings some sort of uncertainty in the conclusion drawn from the
research activity. The findings of the research work may not prove to be accurate.
 44

CONSUMER ORIENTATION TO MARKETING RESEARCH:

Consumer orientation to marketing research means making research activities pro-

consumers rather than pro-manufacturer. It also means giving more importance to
consumers and their satisfaction, expectations, needs, etc. and not merely to sales
promotion and profit to the manufacturer. Such orientation is essential as consumer is
the centre of all marketing activities and his satisfaction is the base or basic
consideration in modern business.

The consumer orientation to MR is the result of modern concept of marketing which is

basically different from the traditional concept of marketing. It is consumer oriented
and service oriented. As a result in the marketing research activities special attention is
now given to consumers. All research activities are for making marketing useful,
agreeable and acceptable to consumers. This is what is described as consumer
orientation of MR. Research activities are now made pro-consumer rather than pro-
manufacturer.

The importance of consumer is now accepted not only MR but also in all aspect of
business management. In fact consumer is the most important person in business. He is
the king and should be treated accordingly. All production and marketing activities are
for meeting his needs and also for raising satisfaction and welfare. He is the cause and
purpose of business activities. Finally, modern business is not profit oriented but
consumer-oriented or service-oriented. All these arguments are equally applicable to
MR. in other words, MR activities move around the consumer and his satisfaction.
 45

FIELD INVESTIGATION / SURVEY METHOD

Meaning

Survey means a planned attempt to collect required information from representative

sample of the relevant population. Field investigation means collecting first hand
information by actually visiting markets or meeting consumers and dealers who are
directly related to marketing activities. Data collected for the first time through field
survey is called primary data. Here, data collected through suitable questionnaire and
interview a limited number of people selected from large group. Customer, creditor and
supplier are major source of primary data.

The primary data collected are superior to secondary data. Primary data are also
necessary when the secondary data are incomplete. Primary data needed to be collected
from different sources such as survey, observation and experimentation.

The primary data are reliable. However, problem in primary data is its cost, both in
term of money and time required for collection.

Primary data are of two types:-

a) Census:- It refers to the collection of data from the entire population. In India
population census is taken after every 10 years.
b) Sample:- sampling is an internal part of data collection through surveys. Sampling is
used to collect primary data when sources of data are too many to be exhaustively
handled. A sample is only representative portion of the population.
 46

Methods of field investigation/market survey

a) Mail surveys .
b) Telephone surveys.
c) Personal interview.
d) Consumer panels.

Field investigation is one of the widely used MR methods. Field investigation is important
as they are more accurate and unreliable. Here, direct communication is a established with
the consumers and information is collected by asking relevant question. Naturally the
information collected is accurate, first hand and factual. The conclusion drawn from such
data are more accurate and reliable.
 47

About the Report

Introduction

The online food delivery market in India registered a growth of 40% reaching Rs 350
crore in 2014. It accounted for 17% of the online services market, according to data
released by the Internet and Mobile Association of India (IAMAI) on Wednesday.

This growth has triggered a massive influx of investments into online food delivery
services such as Swiggy which has raised $18.5 million in two rounds during 2015.

Even restaurant discovery portal Zomato, which leveraged its large base of restaurants in
the country, launched its food ordering service ZomatoOrder in April 2015.

Apart from food ordering apps, hyperlocal delivery services such as Roadrunnr -which
attracted an investment of $11 million in June 2015 and Delyver which was acquired
byBigBasket in the same month, have latched onto this growth.

The App-based taxi aggregator market on the other hand grew to Rs 600 crore and made
up 30% of the online services market while online entertainment ticketing made up 49% at
Rs 990 crore.

The grocery delivery segment made up just 6% of the overall online services market, yet
players such as BigBasket and PepperTap raised investments totalling $60 million so far
in 2015.

The IAMAI report added that the online services market in India grew at a CAGR of 73%
since 2010 and was valued at Rs 2,025 crore at the end of December 2014.

Still a long way to go

 48

While growing at a slower pace which could signify maturity, India's e-tailing sector grew
from Rs 2,372 crores in the year 2010 to Rs 24,046 crore by December 2014, over ten
times that of online services.

Food delivery market in India worth over 12.5 billion, online food delivery is contributing
more than 7% to this market. More than 50,000 restaurants in India provides home
delivery, indicates a very high potential and untapped market in online food delivery
space.

Players in the industry broadly classified into three categories

 Fully integrated: Those who process food and delivers (Dominos, McD etc)
 Delivery as a Service
 Aggregators: Provides a platform for customers where they could discover
restaurants, navigate through menus of different cuisines, and select the food.
Delivery made by the restaurant. In short, aggregates information about food for
customers and function as an order generating channel for restaurants. (TinyOwl,
Zomato, FoodPanda etc).
Reasons for growth in online food delivery industry:

 Increase in disposable income and deeper internet penetration of customers

(web/mobile).
 Restaurants tying up with online food delivery platforms claim to get a profit
margin of more than 2 to 3% than dine-ins.
 49

Online/Mobile Ordering vs. Offline Ordering ( Based on data gathered from Cowen and
Company Research Report.)

RESEARCH METHODOLOGY
RESEARCH OBJECTIVES
 50

The primary objective is to study, understand and analyze aspects related to various HR
Procedures of Recruitment and Selection at REANDRO India pvt. ltd, Noida. Objective
of the Study :

1. To understand current position of Online Food Industry.

2. To study some major players in Online Food Industry.
3. To identify service gaps in current online food ordering.
4. To do market research of consumer behavior to find solutions for filling this service
gaps.

RESEARCH METHODOLOGY
The study will be conducted to achieve the aforesaid objectives including both exploratory
and descriptive in nature and involve personal interviews that will be based on the
questionnaire format. A Research Methodology defines the purpose of the research, how it
proceeds, how to measure progress and what constitute success with respect to the
objectives determined for carrying out the research study. There is a unique methodology
that REANDRO adopts to render the service.

 The research methodology for the present study has been adopted to reflect these
realties and help reach the logical conclusion in an objective and scientific manner.
 51

TYPE OF RESEARCH

EXPLORATORY RESEARCH

A research design is the specification of methods and procedures for acquiring the
information needed to structure or solve the problem. It is the overall operational pattern
or framework of the project that stimulates what information is to be collected from which
source and by what procedure. On the basis of major purpose of our investigation the
EXPLORATORY RESEARCH was found to be most suitable. This kind of research has
the primary objective of development of insights into the problem. It studies the main area
where the problem lies and also tries to evaluate some appropriate courses of action.

DATA COLLECTION

The task of data collection begins after a research problem has been identified and the
research design has been chalked out. While deciding the method of data collection to be
used for the study, the researcher should keep in mind two types of data:
a. Primary data
b. Secondary data
In this research project the data being collected is as follows:
Primary Data: The survey method is used to collect the primary data in this research as
it is the Analytical research to find out the shortcomings and area of improvements
according to the skill required for recruitment team. The data that is collected first hand by
someone specifically for the purpose of facilitating the study is known as primary data. So
in this research the data is collected from respondents through QUESTIONNAIRE.

 Primary source of data :

(i). Personal interview

(ii). Questionnaire technique.

 52

QUESTIONNAIRE - Survey among the officials and customers of REANDRO.

PERSONAL INTERVIEWS with the marketing department regarding marketing
research practices in organization.

Secondary Data:
The secondary data is also used in a lesser proportion to find out the name and designation
of the employer who are working with this organization and the company profile.
Secondary data refer to information gathered by someone other than the researcher
conducting the current study. Such data can be internal or external to the organization and
accessed through the Internet or perusal of recorded or published information.
Secondary sources of data provide a lot of information for research and problem solving.
Such data are as we have seen mostly qualitative in nature.

 Secondary source of data :

(i). Company brochure.

(ii). Internet.

(iii). Websites

(iv). Organizational Reports & Records.

(v). Business magazines

(vi). Journals
 53

SAMPLING TECHNIQUE

SIMPLE SAMPLING

Simple sampling is a sampling process that utilizes some form of random selection. In
probability sampling, each unit is drawn with known probability, or has a nonzero chance
of being selected in the sample. Such samples are usually selected with the help of
random numbers. With probability sampling, a measure of sampling variation can be
obtained objectively from the sample itself. Simple Random sampling has been adopted
for this research. Under which we have considered the sampling which has been done for
a specific designated population, because here a small cluster of professionals has been
considered out of the total universe which has been divided in small group like research
team and customers

SAMPLE SIZE Sample size

refers to the number of items to be selected from universe to constitute a sample. The
sample size should be optimum as it should fulfil the objective of the research.

40 Nos.- Total manpower strength is very huge and I have focused upon 10% of total
employees of REANDRO. (Covering each and every department).

SAMPLE AREA
The sample area refers to the universe to be studied under our research project. The area
denotes the place or the region to be studied and taken into research consideration. Thus,
the sample area chosen for this research project is REANDRO India pvt ltd, SIKANDRA
BODLA AGRA.
 54

DATA ANALYSES

since, every individual is allocated 3 localities each for doing market

survey and understand the behavior of the market so the findings of
each locality are presented as under (Finding in Agra City)

Working individual

 Methods of placing food home delivery order:

Majority of the WIs (38%) prefer to order through mobile apps since most of them are
students 34% of WIs prefere ordering food through direct call to restaurant , direct walk
in to restaurants (14%) and online web portals (14%
 55

 Level of satisfaction with online food delivery

 9% of WIs responded that they are highly satisfied with online food delivery and
43% of the WIs responded that they are satisfied with online food delivery . 43%
neutral and 5% dissatisfied.
 Dissatisfaction may be due to the payments and difficulties with some restaurants
regarding online payment confirmation
 56

 Awareness about the swiggy



 62% working individuals were about Swiggy app. 38% of the WIs had
knowledge about the swiggy app and they are using it regularly.

 Frequency of ordering food home delivery in amonth

 57% of WIs opted for 5 – 10 times per month. 38% opted for
10 – 15 times and another 5% for 15-20 times
 57

 Number of people for which is ordered

 57% of the WIs order food for 2-3 and 5% of WIs order food for 3-4 people 38% for self

and almost nobody orders for more than 4 people

 Famous entertainments preferences

 Around 52% of the WIs prefer going for movie and after than 24%prefer going out
to eat. 19% of WIs prefers travelling prefer some other entertainment options.
 58

 Method of placing food order home delivery order

 30% students preferred mobile apps to order from restaurants, 26% preferred
direct walk in to restaurants and 18% preferred direct call.

 Level of satisfaction with online food delivery

 63% of students responded satisfied, 26% were neutral and 4% were

dissatisfied.
 59

Awareness about swiggy

 67% of the students were unaware about swiggy.

 Frequency of ordering food home delivery in a month

 78% of students opted for 5-10 times in a month and 7% who order food 15-
20 times and 15% order 10-15 times a month
 60

 No of people for which food is order

 44% of students usually order food for 2-3 people and 15% of students order
food for 3-4 peoples. 41% students order food for self.
 Famous entertainment preferences

 Around 44% of the students prefer going for movie and after that 30%
prefer going out to eat 22% of students prefer travelling and rest prefer some
other entertainment options.
 61

Findings of sunjay place

Sunjay place belonging to west Agra .is predominantly a residential area and working
class people ( more apartments compared to college) surrounding the small business units
IT companies. The survey conducted had 200 respondents, which includes students
working individuals and working married couples which completes the target audience
(TA) . following are the findings from the survey

 Level of satisfaction with online food delivery

 9% of WIs responded that they are highly satisfied with online food delivery
and 39% of the WIs responded that they are satisfied with inline food
delivery 39% neutral and 9% dissatisfied.
 Dissatisfaction may be due to payments and difficulties with some restaurants
regarding online payment confirmation
 62

 Awareness about swiggy

 78% of working individuals were unaware about swiggy app. 22% of the WIs had
knowledge about the swiggy app and they are using it regularly.

 Frequency of ordering food home delivery in a month

 65% of WIs opted for 5-10 times per month 26% opted for 10-15 times and another
9% for 15-20 times
 63

 Number of people for which food is ordered

 43% of WIs order food for 2-3 people and 22% of WIs order food for 3-4 people
35% for self and almost nobody orders for more than 4 people

 Famous entertainment preferences

 Around 35% of the WIs prefer going for movie and after that 22% prefer going out
to eat. 39% of WIs prefers travelling and rest prefer some other entertainments
options.
 64

Students
 Methods of placing food home delivery

 25% of the students preferred online portals to order from restaurants 25% preferred
direct walk in to restaurants and 44% preferred direct call

 Level of satisfaction with online food delivery

 63% of students responded neutral 19% were satisfied and 12% were dissatisfied
 65

 Awareness about swiggy

 81% of the students were unaware about swiggy app

 Frequency of ordering food home delivery in amonth

 87% of the students opted for 5-10 times a month and 13% order 10-15 times a
month
 66

 Number of people for which food is ordered

 62% of students usually order food for 2-3 people and 13% of students order food
for 3-4 peoples 25% students order food for self.

 Famous entertainments preferences

 Around 50% of the students prefer travelling and 25% prefer going out to eat. 25%
of students prefer movie and rest prefer some others entertainments options.
 67

Inferences And Summary Findings

About Working Individuals

 It can be inferred that WIs who preferring ordering food through mobile apps (38%)
online web portals (24%) indicates the presence of TA who like to have
convenience in ordering food
 From level of satisfaction we can understand that online food delivery system is
prominent and running successfully in Agra city
 Statistics about frequency of ordering food home delivery indicates that there is
decent number of food home delivery order in Agra city
 Marketing activities with emphasis on the combo offers in the app will be fruitful in
Agra city.
 Regarding the preferred cuisines of respondents north India was the predominant
cuisines followed by Biryani items. going out for eating and movie where the major
entertainments preferences of WIs.

About students

 The prefer dining with the friends and going for movie in weekends.
 Majority were students have placed a food home delivery through online hence they
chose satisfy option
 Frequency of food home delivery order placed in a month by students and WIs
indicates that decent number of orders can be generated from Agra city.
 While showing the demo of the Swiggy app , students found the free meals offer
which enable them to earn money in there Swiggy account more attractive
 North India was preferred cuisine by most of the students. Major entertainments
preferences includes movie and going out for eating
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Inferences from Sunjay Place

About working individual

 It can be inferred that WIs who prefer ordering food through direct walk in (48%)
direct call (26%) indicates the presence of TA who like to have convenience in
ordering food by going to restaurants directly.
 From level of satisfaction we can understand that online food delivery systems is
not so prominent in Sunjay place
 Statistics about frequency of ordering food home delivery indicates that there is
less number of food home delivery orders in Sunjay place
 Marketing activities with emphasis on the combo offers in the app will be fruitful
in Sunjay place

About students

 They prefer travelling to their respective homes or with friends in weekends

 Majority of students have placed a food home delivery through direct call hence
they chose neutral options
 Frequency of food home delivery order placed in a month by students and WIs,
indicates that number of order that are generated from Sunjay place are very less
 While showing the demo of the swiggy app, students found the free meals offer
which enables, them to earn money in their Swiggy account more attractive.
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Recommendation

 In case of WIs marketing activities with promo codes and emphasis on combo
offers will be effective.

 When it comes to students they are more attracted towards the free meal offer which
enables them to earn money into their swiggy account easily . marketing activities
with emphasis on this offer will be create interest in students towards the app

 Marketing activities in PGs and colleges will be effective in catching attention of

more students and working individuals

 Marketing activities in residential areas and apartments will be effective in catching

attention of more people and working individuals

 Marketing activities need to be extensive as there is a lot scope of people who can
use the app

 Marketing activities such as big hoarding posters etc. if displayed will attract more
and more customers and also people will get awareness about the app

 Marketing activities near hostels and colleges will be most effective since most of
the students prefer to have variety of food at reasonable rates.
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Conclusion

Conclusion

Food Online Ordering Startups are struggling for capturing Market Slice and who will
be next Market Leader is a big question in the market

The areas of services where Food Online Ordering Startups facing the Challenges and
required area of improvements:

1) Miscommunication between Customer and Restaurant:

This is most common challenge all food tech online order startups facing, and causes
end number of problems at both the ends of Supply and demand. They need to
improve and train their Customer Public relations and Call center/Order booking
divisions to avoid such miscommunications and confusions from both Demand and
Supply Side.

2) Food Delivery service:

Avoid false Commitments to Customers for delivery within 30 minutes etc., be
practical and realistic. Some Cases, delivery delay is more then 2 hours (exceptions
but not all cases) . Improve your 3rd Party Delivery/Logistics Service or build strong
inhouse Supply Chain/ Logistics Team with clear insight of delivery terms and
conditions, Food Safety and quality.

3) APP service /Website Service:

Sometimes Locality is not visible, not identified and many more reasons Customer
could not able to locate or trace the nearby or right restaurants. Improve your Data
Analytics and Technical Database support System to improve the Customer Service.
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Make App one stop solutions.

4) Customers Private Informations Storing by APP :

Why it is required by APP to store all device id, device and app history, access of sd
card, and customer Contacts. It's something against the customer Privacy. Customer
don't like to share their private informations.

5) Limited Payment Options / Refund Policies:

Give more options to Customer for Payments like Debit/Credit Card, Net Banking,
Mobile Wallets, Payment Banking, Coupon encashment and many
more. Improvement required in refund policies, and to train the staff to resolve the
Customer disputes for food quality/services etc. Here Best Customer Service and
Public Relations and Public Grievances dept to co-ordinate and try to minimise all
such refund cases and resolve the issues in best possible way.

6) Limited Restaurants registered and Easy to use Interface:

Give more options to your customer with easy to access and user friendly screen
(apply UX/UI best user experience) so, Customer can easy to scan everything on one
go. All Restaurants are not registered so FIX it first.

7) Food Tips:
Include Tips for Menu, Food Ingredients, and Food Appetite. Incorporate Preview
Image for every dish with ingredients details.

8) Customer Comments options while ordering:

Give option to customer to add extra comments for food like jain food, allergies,
spicy, Include/ Exclude of Ingredients etc.
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9) Discount Offer:
Offer Occasional deals to customers like event based,and make it effortless and
convenient food ordering experience to all users.

10) Order Tracking Status:

develop the best Online experience to all users through showing Status of Food,
between Kitchen, Delivery boy and Customer. Make it more Live and customer
friendly.

11) Quality Of Restaurants:

Let's Food Ordering Startup's Representative frequently Visit or go for surprise check
of few restaurant's kitchen and to check quality control of food preparation area,
hygiene and food quality.

Swiggy is the darkhorse but standing at position 4th in this stiff competition
market Zomato is currently the market leader but Swiggy has come over most of the
problems that people expected in the market and giving a strong challenge to the
position of Food Panda.
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APPENDIX
Questionnaire for customers
Q1. How do you order your food ?
A. Direct call to restaurants
B. Online portal
C. Mobile applications
D. Direct walk in

Q2. Are you satisfied ordering online ?

A. Highly satisfied
B. Satisfied
C. Dissatisfied
D. Highly dissatisfied

Q3.are you aware about swiggy ?

A. Yes
B. No

Q4. Are you interested using this app ?

A. Yes
B. No

Q5. Occupation ?

A. Student
B. Working individual
C. Working married couples
D. Home maker
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Q6. What are your famous entertainment preferences ?

A. Movie
B. Going out of eating
C. Travelling
D. others

Q7. No of items you order home delivery in a month ?

A. 5-10 times
B. 10-15 times
C. 15-20 times
D. 20-25 times

Q8. What are your preferred cuisines ?

…………………………………………………………………………
…………………………………………………………………………

Q9. For how many people you usually order food ?

A. 1
B. 2-3
C. 3-4
D. 4+

Q10.most popular restaurant you preferd ?

…………………………………………………………………………
…………………………………………………………………………
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BIBLOGRAPHY

 “NARESH. K MALHOTRA” marketing research an applied orientation

 www.REANDRO.com
 www.google.com
 www.liknedin/REANDRO.com
 www.acedmia.com
 www.mca.com
 Research Methodology -C.R.Kothari.
 Personnel and Human Resource Management – P. Subba Rao, Himalaya
Publication