Professional Documents
Culture Documents
BEHAVIOUR
OBJECTIVE
ANALYSIS OF
CUSTOMER LOYALTY
TOWARDS FOOD
DELIVERY SERVICES
TARGET CONSUMERS
Consumer's preferences
Frequency of Ordering online is varied and most people have one or two food delivery Apps.
High Awareness of Top 4 Food delivery Apps amongst the Target Group
Dependence on Offers/Deals is high but that’s not the most important factor for food
ordering
Variety of Food, Delivery Time and Choice of Restaurants are the three most important
attributes.
Eco-Friendly packing would be preferred by many consumers even at a premium if given an
option.
MEAN END CHAIN
Home Comfortable
Saves Time Stress free
Delivery life
Discount
Offers
Saves Money Affluence Happiness
VALUES THAT CUSTOMER SEEKS FROM ONLINE FOOD
DELIVERY SERVICES
Evaluation of
Outcomes Product Choice Alternatives
Consumers Learning
are less through
Ordering food online is a limited motivated to Reception,
exert persuasive
problem solving processing of
cognitive
effort. visual cues.
Attitude
Simpler change as an
Peripheral route to persuasion decision outcome of
rules. secondary
inducements.
INSTRUMENTAL CONDITIONING
REPEAT
BEHAVIOUR REWARDS BEHAVIOUR
POSITIVE REINFORCEMENT
FREQUENCY MARKETING AT
A SHORT INTERVAL OF TIME
(ONCE/TWICE A DAY)
FIXED RATIO REINFORCEMENT
Incentives to increase
customer stickiness –
Cashback
Esteem Needs
Premium Services
Belongingness
Community Building
Safety
Trust towards Quality of Food
Physiological Needs
Food
INCREASING CUSTOMER INVOLVEMENT
Incentivize customers to generate content
BENEFIT
EUROPEAN PERFORMANCE SATISFACTION INDEX
Image
Customer Customer
Perceived Value Satisfaction Loyalty
Expectations
Perceived Service
Quality
7 Latent
Perceived Product Variables
Quality
ADVERTISEMENT CAMPAIGNS
As major online food delivery services
are in the evaluating alternatives
stage, campaigns can be designed in a
way which recommends the criteria
consumers should use while
considering service
TRUST IN THE
EASE OF USE FOOD SPEED OF
QUALITY DELIVERY
BRAND ARCHETYPE – THE REGULAR GUY/THE EVERYMAN
Key Attributes
Everyday
functionality
Honesty
Goal – To Dependable
Belong People
oriented
ADVERTISING APPEAL – TESTIMONIAL
Advertisement campaigns
People talking highly about where the real customers get
brand/Product to share their experiences
USE OF CONSCIENTIOUS APPEAL
Usage of Eco-friendly
material for packaging
of food.
Customer might be
willing pay a premium.