A Study on Consumer Perception towards Online Shopping with Reference to Food Delivery Services in Mangaluru

Main Article Content

Kavitha Pakkala
K. Shivashankar Bhat


Purpose: The purpose of this paper is to understand the perception of the consumers while shopping online and study what problems they face.

Design: For this study the primary data was collected from 36 respondents from Mangaluru, Karnataka. Secondary data was collected from market techniques, journal articles, and studies from various research papers, web pages, newspapers, books, and journal papers.

Findings: The study reflects that the consumer perception is influenced by convenience, affordability as it requires little effort, price and ease in payments as it is hassle-free and made through Gpay, Phonepay, debit and credit cards, cash on delivery, online money wallets, easy accessibility and door to door delivery within a time limit. While ordering the food, the consumer needs easy accessibility and effortless delivery. The food reaches to the doorstep within a few clicks and gives the order in less than a minute. They can order through mobile, laptop, web browsers, and computers. The quality of the food is the main criterion as he is ordering to have tasty and clean food. If he is satisfied with the quality of the food delivered he will order again and again.

Research Implications: The small sample size was taken (n=36) and collected data from Mangaluru. Bigger samples can be taken for future research to enhance the findings.

Originality/Value: The findings of this study will give more insight and help online sellers to find a service oriented sales techniques to get consumer satisfaction and consumer loyalty.

Type of Paper: Case study.


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How to Cite
Kavitha Pakkala, & K. Shivashankar Bhat. (2022). A Study on Consumer Perception towards Online Shopping with Reference to Food Delivery Services in Mangaluru. International Journal of Case Studies in Business, IT and Education (IJCSBE), 6(2), 393–407. https://doi.org/10.47992/IJCSBE.2581.6942.0204