CHAPTER 2

REVIEW OF LITERATURE
2.1 Conceptual Review

Meaning
The underlying foundation of demand, therefore, is a model of how consumers behave.
The individual consumer has a set of preferences and values whose determination is
outside the realm of economics. They are no doubt dependent on culture, education,
and individual tastes, among a plethora of other factors. The measure of these values
in this model for a particular good is in terms of the real opportunity cost to the
consumer who purchases and consumes the good. If an individual purchases a
particular good, then the opportunity cost of that purchase is the forgone goods the
consumer could have bought instead.

Definition
Consumer preferences are defined as the subjective tastes, as measured by utility, of
various bundles of goods. They permit the consumer to rank these bundles of goods
according to the levels of utility they give the consumer. Ability to purchase goods
does not determine consumers likes or dislikes.

Factors
Consumer preference is also influenced by such social factors as reference groups,
family and social roles and status. Personal factors such as buyer’s decisions are also
influenced by personal characteristics, the buyer’s age, life cycle stages, occupation,
economic circumstances, lifestyle and personality and self-concept

Advantages
 Helps in formulating right marketing strategy.
 Helps in the segmentation of market.
 Helps in the development of new products.
 Helps in product orientation
 Helps consumers to study their behaviour.

Literature Review
VaggelisSaprikis. et.al [2010]. The rapid increase of internet usage, as well as the
progress of information technology have way goods are sold, resulting to the high
growth in the number of online shoppers. However, a lot of differences regarding
online purchases have been revealed due to the various consumers’ characteristics and
the types of provided products and services. Therefore, understanding who are the
ones consuming and the types of provided products and services. Therefore,
understanding are the ones consuming and why they choose to use or avoid the
internet as a distribution channel, is a important issue for both shopping portals and
consumer theorists. Moreover, the reasons for or avoiding online shopping as well as,
the types of preferred were studied. The research provides interesting insights on the
online consumer behaviour, as the results show significant differences between the two
groups of respondents.

Chris [2011]. Some company believes that some restaurant can promote instantly
and customer can book tables overnight But the fact in today’s some restaurant are not
able to attract customer because there is huge penetration in Indian market especially
in urban cities wherein customer are more selective and people don’t have enough time
to visit restaurant. In such case restaurant owners mark alliance with food ordering and
delivery services to deliver food to customer. Food delivery services also given more
visibility to restaurants.

Kimes&Laque[2011].online food Ordering service is a vital part of restaurant

business. Some food supply chain restaurants like pizza Hut, Dominos, Ms Donald’s
have created mobile apps so that customer can place order though mobile apps. But
since telephone is still most preferred way of ordering food. Online food ordering
service owns most of the restaurant data on their websites, while telephone is restricted
to the particular hotel or restaurant. Using mobile app will provide more convenience
to consumer.

Serhat Murat Alagoza and HalukHekimoglub[2012].the theory of

reasoned action {TRA} [Ajzen and Fishbein,1980] and the theory of planned
behaviour {TPB} [Ajzen,1985] is used to examine the relationship between behaviour
and attitude. Technology acceptance model is the combination of this two models.
States that the attitude of the students differ according to the ease of online food
ordering ordering system. Belief can also be termed as trust which is important in
creating loyalty. Innovations and external influence also influence also indicate some
impact on attitude of the customers. Innovation can be done in packaging of food
which will be delivered to customer. Online food delivery firms can use customized
packaging to increase brand visibility.
[Lara Sowinski.,2012].When there is proper coordination between restaurants,
food delivery service. At the same time locality of the customer also plays vital role in
delivering food because if location is far away from restaurant then more burden
comer on the food delivery service provider.

Caroline Opolski Medeiros and Elisabetesalay [2013].The cost,

atmosphere, Freshness of food and locality were the attributes most investigated by the
researchers. The food quality and taste were perceived as important by consumers for
every types of hotels. On selecting other types of restaurants, the most relevant factors
were the food quality and teste, followed by attributes related to service. Price was
shown to be deciding factor for the students, lower-income people and individuals who
take food less frequently. With respect to gender, women perceived the preferences of
their families and the safety of food as more important than men. Differences in the
degree of importance give to the selection factors were observed according to the meal
context. This review showed that research, applying appropriate methods, is needed to
broadly understand the choices of differing establishments by consumers.

Y Prabhavathiet. al.[2014].when research conducted on preferences and

spending pattern of consumers some factors were identified as affordability, social
influence, healthy menu and service quality. Lifestyle also plays a critical role in
consumption of food and restaurant provide satisfaction by improving the teste of food
also relaxation with friends. In food ordering and delivery services lifestyle may be a
deciding factor in consumption of food but this delivery service business is not limited
to fast food. All type of food and beverages are available on food ordering and
delivery services. Tests will be most important factor in serving the food but in online
food ordering and delivery services restaurant owner is totally unaware about whom
his order is going to delivered. As order will de delivery at consumer’s doorstep
restaurant ambience is not considered as key factor in food delivery services.

Zulkarnain Kedah [2015].found that there a significant positive relationship

between website quality and website trust but also a significant positive relationships
between service quality and customer satisfaction. Furthermore, significant positive
relationships are also found not only between website trust and customer satisfaction
but also between customer satisfaction and loyalty. One important finding came across
while research was conducted that there is direct link between service quality and
loyalty. Research also provides valuable insights for operating online food ordering
services. Loyalty also plays a vital role in any firm’s success which leads to high
profits and long term growth.
S SSangle. et al [2016].Customer would be more delighted if online food
ordering services gives an option of delivery and confirmation email will be send to
customer regarding order status. In current scenario every online food ordering and
delivery service firm has mobile app on various app stores and almost many people in
undan areas carry phone. When order is placed through mobile app, customer can track
their order on mobile app itself because of GPS which is already installed in every
smart phone. App also shows the estimated time of the delivery.

Alexandra Rodney. et al [2017] states that women bloggers inspire the make
different type of food items. On many case prominent personalities are takes to
influence cooking at home. This paper presents illuminates food blogs’ paradoxical
combination of idealization and lack of interest in food preparation. The research is
strictly limited forwomen.

V Kanteti[2018]. The untapped market in food delivery service is home cooked

food. This is where the true opportunity lies. Online food delivery firms have truly
transformed the way restaurants are doing the business. Nevertheless packaging cost
will always be crucial part for low priced orders as online food serving is an option for
daily consumed food. Due to nuclear families in urban cities and fast moving life
people do not have enough time to cook food at home, hence opportunity lies.

Ajas Ahmad Bhat [2019]. Research was conducted to examine the “Satisfaction
of consumers by using online food services”. If deals with consumer behaviour and
helps to analyse their perception and will also help us to understand consumer
equilibrium. Sixty respondents are considered to know their behavior and satisfaction
level by using online food service app.

Need of the Study

Due to large number of restaurants registered on food-tech websites, consumers are
confused and there is a huge ambiguity in the minds of customer regarding online food
ordering. If we consider demographic profiles most of the working class and teenagers
prefer to order food from mobile apps and websites. It is very important to have user
friendly interface of websites and mobile apps with elucidating metadata and crystal
and clear information. There are many factors which can affect loyalty of customers
towards food-tech companies. Some factors are delivery time, packaging, UI [user
interface] and UX [user experience] of mobile apps and websites, etc.
[End Time]>[Start Time]

0
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])
Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
0

"Good"
0

"Good"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
[End Time]>[Start Time]
Today()

"Good"

0
0

No
[End Time]>[Start Time]
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])
Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
[Subtotal]+[Tax]

0
0

No
[End Date]>[Start Date]
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
0
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
=Today()
[Delivery Date]>=Today()

No

"Not Started"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])
Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Full-time"
[Unit Price]*[Quantity]*(1-[Discount])

"None"
=Today()
0

0
[End Time]>[Start Time]
[End Date]>=[Start Date]

"Not Submitted"
=Today()

No
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])
Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
[Subtotal]+[Tax]+[Shipping]

0
0
[Original Contract Sum]+[Change Orders]

[Completed Previously]+[Completed This Period]

([Completed Previously]+[Completed This Period])*0.05

([Completed Previously]+[Completed This Period])-(([Completed Previously]+

[Completed This Period])*0.05)+[Tax]
(([Completed Previously]+[Completed This Period])-(([Completed Previously]+
[Completed This Period])*0.05)+[Tax])-[Previous Payments]

0
Today()
"1 - New"

"1 - Critical"

=Today()

Make sure the Status and Resolution fields are in sync

[Status]="3 - Resolved"

[Resolution] Is Null

If the Status is Resolved but the Resolution is not specified, raise an

error to prevent the data from being saved

You must select a resolution.

[Status]="4 - Closed"

[Resolution] Is Null

If the Status is Closed but the Resolution is not specified, raise an

error to prevent the data from being saved

An issue must be resolved before it can be closed.

[Resolution] Is Not Null

If the Status is not Resolved and not Closed but a Resolution is

specified, clear the resolution

Resolution

Null
Make sure the Status and Resolution fields are in sync

[Status]="3 - Resolved"

[Resolution] Is Null

If the Status is Resolved but the Resolution is not specified, raise an

error to prevent the data from being saved

You must select a resolution.

[Status]="4 - Closed"
[Resolution] Is Null

If the Status is Closed but the Resolution is not specified, raise an

error to prevent the data from being saved

An issue must be resolved before it can be closed.

[Resolution] Is Not Null

If the Status is not Resolved and not Closed but a Resolution is

specified, clear the resolution

Resolution

Null
0

"Good"
0

0
IIf([Returned Date] Is Null,"Checked Out","Returned")

Today()
IIf([Returned Date] Is Null,"Checked Out","Returned")

Today()
IIf([Returned Date] Is Null,"Loaned","Returned")

Today()
[End Time]>[Start Time]
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])
Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
0
0

No
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
[Unit Price]*[Quantity]*(1-[Discount])

"None"
IIf([Status]="Completed",No,Yes)
=Today()

"New"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
1

No
0
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],

[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])
Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
"Open"
0

No

0
IIf([Status] In ("Completed","Deferred"),No,Yes)

[End Date]>=[Start Date]

"2 - Medium"
"Not Started"

Now()

Not Update([Changed Date])

Changed Date

Now()
0

0
0
=Today()

0
Coalesce([First Name]+" "+[Last Name],[Last Name],[First Name],[Email],
[Company])
Coalesce([Last Name]+" "+[First Name],[Last Name],[First Name],[Email],
[Company])

Coalesce([First Name],[Last Name],[Email],[Company]) Is Not Null

"Business"
[Quantity]*[Unit Price]

0
[Unit Price]*[Quantity]*(1-[Discount])

"None"
IIf([Status]="Completed",No,Yes)

=Today()
0

"New"
Concat([Budget Year]," - ",[Budget Quarter])
DateDiff(MONTH,[Start Date],[End Date])*[Rental Rate]

[End Date]>=[Start Date]

0
2
0