Oct, 2017     

Brand Health Measurement Of Online Food Aggregators In India

top management consultantse commerce industry analysis


Consumer internet space has taken a steadfast growth in the recent times, especially with the wave of digitalisation kicking in and the internet becoming accessible in every nook and corner. In a similar study for our client, one of the largest food-tech players in India, we assessed the brand health indicators like consumer awareness, perception, and preference of the various food-tech players. The client also wanted to understand the ordering behaviour and the experience of the consumers with various online food aggregating platforms. And the reasons behind ordering from a phone and not switching to online ordering for the offline ordering consumers.

After discussion with our experts in food-tech and the client, we identified the consumer target segment. Further, we conducted in-depth-interviews with 20+ customers from the target segment to get inputs to design the questionnaire. Our team then designed the questionnaire identifying the key areas of information to be captured, mapping the customer journey from awareness to delivery. We then created our own set of hypothesis to be tested. And ran a pilot test to understand the inputs received from the questionnaire. Following which the survey was rolled out to 1000+ consumers across 6 cities – Delhi, Mumbai, Bangalore, Hyderabad, Pune, and Chennai. Our consulting team then analysed the inputs and gave the insights to the client.

The market landscaping in the food-tech sector is an important aspect that has to be considered due to the increased number of players and each presenting a unique offering. Also, companies are placing huge importance on customer satisfaction which has come up as an attribute which further helps in customer acquisition for major firms. The firms work more towards creating a user experience that will finally help in customer retention in the long run. The client also needed some insights about the customer perception about various brands that he sees and the parameters that he looks up to while considering a food facility. Changing times have led to a good amount of changes in the preference of customers and their liking based on their needs and interest. The pilot tests were able to bring out a clearer picture to give an indication of what are some of the key areas that people look into while ordering food and choosing a player.

The findings and insights were used by the client to assess their own brand perception vs. competition. The results helped the client identify the key satisfaction parameters where the competition was doing better than the client. Along with the reasons of the offline consumers not ordering online. The study helped the client strategize ways to span out their reach and work on the key areas for improving overall consumer satisfaction.