A STUDY OF E-PAYMENT SYSTEM ON FOOD DELIVERY INDUSTRY: A CASE STUDY ON SWIGGY

Abstract

E-commerce in India is expected to see an auxiliary growth by 2020, making it the fastest growing e-commerce market in the world. E-commerce is also witnessing a spurt in online food & restaurant service companies. With a population of over 1.2 billion, India is undeniably one of the biggest consumer markets in the world today. The changing of Business strategies along with transaction processing, increase of internet access, use of smart phones in emerging markets has been the main driver for e-transaction growth in the field of Food Order Delivery (Shinde, 2014).

In the present study, attempt has been made to check the association between Customer and Food Business with respect to demographic variables like Income, Profession, Age etc. as well as analyzing consumer perceptions and preferences which influences them to assess various services through e-payment transaction (Fromm & Garton, 2013). Thereby the aim of the study is to identify the most important factor that influences their transaction preferences and the key drivers for e-payment penetration in the food industry.

For this study, the researchers have used the statistical tool ANOVA to check the association between the demographic variables of the Customers and Online Food Business. Few factors have been taken to examine the impact of e-transaction processing system in the field of Food Delivery industry like Swiggy. Again, Factor analysis is used to find out what are the exact factors that influences customers’ mode of payment preferences.

100 samples were collected for this study through the survey and given a positive conclusion from the consumer view with reference to Kolkata, India. The conclusion will help the industry as well as new entrepreneur for their new marketing strategy and provide significant input to Decision Support System.