Saiprasad Project

A Study Of Brand Awareness Of Different E-Commerce Food Retailing Portals In Pune / Saiprasad - 1 -
ACKNOWLEDGEMENT
Every project big or small is successful largely due to the effort of a number of wonderful
people who have always given their valuable advice or lent a helping hand. I sincerely
appreciate the inspiration; support and guidance of all those people who have been
instrumental in making this project a success.
I, Saiprasad Mahadev Bhise the student of Lotus Business School- Pune, am extremely grateful
to “BookmyComfort” for the confidence bestowed in me and entrusting me project titled “A
study on Brand Awareness, of different E-commerce food retailing portals in Pune”
At this juncture I feel deeply honoured in expressing my sincere thanks to Mr Vishwapratap
Rawat, Ads Manager and company guide Mr Ronak Desai, Chief Executive Officer
(BookmyComfort) for making the resources available at right time and providing valuable
insights leading to the successful completion of my project.
I express my gratitude to College Director Mr. Charudatta Bodhankar for arranging
the summer training in good schedule. I also extend my gratitude to my Project Guide Prof.
Megha Jain, who assisted me in compiling the project.
I would also like to thank all the faculty members of Lotus Business School-Pune, for their
critical advice and guidance without which this project would not have been possible.I place a
deep sense of gratitude to my family members and my friends who have been constant
source of inspiration during the preparation of this project work and last but not least Especially
Rahul Patil for allowing me to use his laptop for 2 months.
Date:
Place: Saiprasad Mahadev Bhise

LIST OF TABLES
Chart No. Title Page No.
1 Growth of E-commerce market in India 8
2 Growth in Internet users versus E-commerce makret 9
3 Components of E-commerce market 9
4 Users by modes to access Internet 11
5 Private Equity investments in E-commerce 13
6 Represents wether the sample has availed any service or not 19
7 Represents the total of sample size who have used
bookmycomfort.com or not
19
8 Representing various portals used by the sample size 20
9 Represents the various mediums through the sample size got
to know about various Food portals
21
10 Represents the ratings on various attribute 21
11 Represents the ratings on various attribute 21
12 Represents do the responds have attended any promotional
activity
22
13 Represents respondents who admitted to like the concept of
online table booking.
23
14 Chart 14 Represents responses about the customer
recommendation
23

Executive Summary
Executive Summary
The project is based or relevant to a combination of two sectors namely hospitality and e-
commerce. The business model of the project is very lucrative and forms sources of income
from various resources like booking cost from each customer’s bill, cost for making layouts
for different restaurants and yearly revenue and also, the advertising slots bidding on the
home pages and other microsite pages on the website. This project contains team building
and team management between various departments like marketing, sales, public relation,
operations and so on. For making the foundation of the business more simplified, the
project involved creation of different processes like vendor acquisition process, layout
creation process, customer relation process and business development process. Activities
ranging from creating the sources of money to setting up backend operations to making the
booking process simplified for the end users and enhance their experience with the
interface of the website was the prime intension. Also, analysis of keywords and other web
tools for digital marketing of the product are one of the important aspects of this project.
Overall, setting up processes, making the customers aware about the product by setting up
a trend in the market and last but not the least, working in synchronization between the
clients and the end customers and making necessary modifications when needed.
The vendor acquisition process ranged from finding the contacts, pitching them and making
them understand the product’s specifications, its advantages and taking their questions to
the final settlement of the deal. This process also discussed the nitty-gritties of the various
documents like business proposal, restaurants details and sitting layouts in the restaurants.
The customer relationship process revolves around handling and managing the end
consumers and ensure a hassle free table booking experience for them. Feedback and
continuous improvement is always an integral part of this process. Identification of different
revenue streams for the company also was one of the major task involved in the project.
Creating and managing personalized Facebook pages of different areas across pune, writing

blogs, and posting foodies related contents on various other social platforms were involved
in social media marketing.
The outcome of these activities and process is a set mechanism for executing different goals
and objectives in the near future and also meeting the expectations of the end customers
by giving them a delightful experience of table booking. Also, the processes and revenue
streams identified also helps the company to have multiple sources of income and
maintaining their relations with their business clients in a much systematic approach. The
company has a set platform for launching the website and go online with their booking
portal.

INTRODUCTION
Introduction to the topic
In terms of numbers, this is an assumption.
E.g. City: Pune
Total number of restaurants: 5000 each restaurant on an average, they would be doing
about 100 orders per day. So, the total number of orders is about 5,00,000 a day in Pune
alone.
However, the total number of online orders is expected to be about 10% of the total
number at this moment. This would be shared by all the startups.
The online food ordering space is big, but is getting quite crowded.
Brand awareness is the probability that consumers are familiar about the life and
availability of the product. It is the degree to which consumers precisely associate the
brand with the specific product. It is measured as ratio of niche market that has former
knowledge of brand. This Study also takes into account the various mediums used by
the different portals to promote their portals so has to be considered for analyzing to
promote BookmyComfort.com on such mediums.
 Company Profile:-BookMyComfort, founded in 2012, is a new entry into the Indian E-
Commerce market which is growing at a fast pace across India. Bookmycomfort.com
provides a unique technological platform for Restaurants, Hotels, Banquets and Street
Food outlets to showcase as well as manage their offerings and carry out booking on a
real time basis, empowering customers to make bookings on their choice of Tables and
Rooms. We also list Street Food joints hence giving them a platform never given before.
3C Analysis
Company:-BookmyComfort has developed a website where member restaurants are
listed for service delivery to customers. Restaurants are able to publish their respective
addresses, features, restaurant descriptions and menu lists, environment, among others
along with images. Customers can visit the micro-site of each restaurant, compare
facilities and services, and proceed to make bookings and reservations.
Normally, restaurant seats are booked through telephone. Also, after booking, one is
not sure as to which location the seat/s will be allocated. Even after booking, a person
has to wait for a few minutes till the time there is a vacancy.

The site have come up with a unique feature that layout of a restaurant is available. A
booking can be made for a specific seat for a specific time. Depending upon the
availability, the seat is blocked and will remain blocked for a slot of 15 minutes from the
booked timing. This ensures that neither customer is kept waiting and if at all customer
has not visited in time; the seats are allocated to other customer/s thereby restaurant
owners not being penalized.
Competitor:- Zomato.com in Restaurant Directory and BookmyComfort.com is
India’s First table booking service provider.
Customer:-Restaurant operators will now be able to reduce cost of operation through
the effective use of labor, maximize the overall customer-seat-time ensuring that
customer turnover per seat is increased, and savings in the use of energy and fuel. says
Mr. Ronak Desai, Chief Executive Officer of BookmyComfort.
Currently with coverage in six major cities in India, restaurants in Mumbai, Pune,
Ahmadabad, Matheran, Mahableshwar and Goa will now be able to showcase their
menus online and have the opportunity of online booking and reservation of tables and
seats ahead of arrival of customers in the restaurants. Till date the company has 400
restaurants, 100 hotels, 400 street food stalls, 50 wedding hall/banquet hall listed on
the site. The site is clocking approximately 300 hits per day which is increasing day by
day.
Services are not limited to restaurants and include street food vendors to cater for those
who love street-food and gracious evening extravaganzas. Safe, secure and
environmentally friendly street food locations have been carefully identified and
presented.

REVIEW OF LITERATURE
The Rise and Rise of E-Commerce in India/January 2013 by India Brand Equity Foundation
(IBEF)
1. E-COMMERCE – A PROVEN HAVEN FOR INDIA’S ECONOMICGROWTH
From a buzzword to a current-day reality, e-commerce in India has been experiencing
remarkable growth, successfully changing the way people transact. People today can shop
literally everywhere within minutes, be it their workstations or homes, and most importantly, at
any time of the day at their leisure. The online market space in the country is burgeoning in
terms of offerings ranging from travel, movies, hotel reservations and books to the likes of
matrimonial services, electronic gadgets, fashion accessories and even groceries. India is home
to 3,311 e-commerce hubs, 1,267 rural hubs, 391 export hubs and 2,217 import hubs1. To
capitalise on the anticipated growth potential, a host of investors, including venture capital (VC)
and private equity (PE) firms, are closely eyeing opportunities in e-commerce start-ups. At the
same time, the sector is witnessing a swathe of consolidation owing to various mergers and
acquisitions. However, industry experts believe this is just the start of the e-commerce wave in
India. The growing penetration of technology facilitators such as Internet connections,
broadband and third generation (3G) services, laptops, smart phones, tablets and dongles,
coupled with increasing acceptance of the idea of virtual shopping, is set to drive the e-
commerce eco-system. The e-commerce story in India would surely witness a new world of
digitalisation in the coming decade, with a host of start-ups emerging to compete with existing
players in order to draw benefits from the new and existing markets.
2. THE E-COMMERCE SECTOR HAS BEEN GROWING AT A BREAKNECK PACE
The sector is classified into four major types, based on the parties involved in the transactions –
Business-to-business (B2B), business-to-customer (B2C), customer-to-business (C2B) and
customer-to-customer (C2C) (Exhibit 2). According to an Internet and Mobile Association of
India (IAMAI) report, the overall e-commerce market in India has recorded a robust CAGR of
54.6 per cent and crossed USD10.0 billion during 2007–11. It is estimated to add another USD4
billion and reach USD14 billion by end-2012. Segment-wise, B2C dominated the sector with a
56.0 per cent share in 2010–11. Together, the B2C-C2C segments have shown significant

growth; their aggregate market size stood at USD9.9 billion in 2011, while that for B2B segment
was estimated at around USD48.8 million. However, B2B’s acceptance is on an upward trend
due to its rising awareness amongst Small and Medium Enterprises (SMEs), which are close to
13 million in number.
Chart 1
3. ONLINE TRAVEL, THE CURRENT MAJOR CONTRIBUTOR TO THE B2C SEGMENT’S SALES
In India, online travel accounts for majority of the sales of the largest segment, B2C. Indian
customers are less sceptical in purchasing services such as train and airline tickets online. This
enables e-sellers to avoid logistics and delivery issues linked with physical goods. As per 2011
statistics, the online travel sales division captured the biggest pie and accounted for 81.4 per
cent of the entire market (Exhibit 4). Online travel sites such as Indian Railway Catering and
Tourism Corporation (IRCTC) and makemytrip.com have been the most influential and
successful in this regard, as these portals save buyers from the travails of waiting in queues.
Today, almost 40.0 per cent of the total IRCTC bookings are done online. According to an
eMarketer report titled “BRIC Travel Markets in Transition: Trends Influence Overall
Ecommerce”, India is expected to register a CAGR of 30.6 per cent for online travel sales,
surpassing the rate forecast for South Korea (19.8 per cent), Brazil (18.2), China (14.1), Russia
(9.8), Australia (7.4) and the US (7.2) during 2011–16.
4. ONLINE RETAIL DIVISION TO CONTINUE TO OFFER IMMENSE SCOPE
Currently, the retail division, which includes online sales of physical and digital goods, enjoys
only a nominal share. Notably, in this division, e-tailing and financial services are the fastest

growing segments with each capturing 5.8 per cent of the market as per 2011 statistics. E-
commerce has expanded its foothold in the finance-based segments such as mutual funds and
insurance. The Indian online retailing market is still evolving and certainly has room for growth;
e-commerce accounts for just 0.1 per cent of total retail sales vis-à-vis more than 2.9 per cent
in China. This number is quite low compared to the online retail penetration enjoyed by
developed markets such as the US (7.0 per cent). However, this scenario is likely to change with
the expected surge in Internet penetration and advent of 3G/4G telecom services. In addition,
major retailers are providing warranties and discounts to attract customers to online stores.
Chart 2
Chart 3

5. SECTOR ENJOYS LARGER REVENUE CONTRIBUTION FROM TIER I, II AND III CITIES
According to a study2, Tier I, II and III cities accounted for almost 57.0 per cent of the total
revenue derived from the various e-commerce product sites, while the remaining 43.0 per cent
came from the eight metro cities. Similarly, for the service sites as well, tier I, II and tier III cities
accounted for 54.0 per cent as against 46.0 per cent by the eight metropolises. Geographically,
southern India leads with 41.0 per cent share of the entire Indian e-commerce landscape,
followed by western India (27.0 per cent), as per 2011 numbers. This can be attributed to the
high literacy rate in the south compared to the rest of India.
6. ANTICIPATED GROWTH IN INTERNET ACCESSIBILITY BACKBONE FOR THE INDIAN
E-COMMERCE LANDSCAPE
One of the major catalysts for e-commerce is the breadth of Internet penetration in a country.
The current penetration rate in India is at 10.1 per cent penetration rate, India has a huge
Internet consumer base of around 125.0 million (as of 2011), the third largest in the world after
US and China. By end-2012, the number of Internet users is expected to increase to 150.0
million. A study conducted by IMRB and IAMAI observed that of the total 99.0 million urban
Internet users, 80.0 million were active compared to 31.0 million active users out of the total
38.0 million in rural areas as of June 2012. At its current pace, this number could multiply three-
fold to nearly 380.0 million by 2015, surpassing the US and China. Notably, rural India has
witnessed a significant increase in penetration of active Internet users – from 2.1 per cent in
2010 to 3.7 percent in June 2012. By end-2012, the number of active rural Internet users would
touch 38 million as against 24 million a year ago. However, even with its large consumer base,
just 1.0 per cent of the total (less than 10.0 million Internet users) is engaged in e-commerce
Activities, thus reflecting a huge untapped opportunity. This number is expected to touch 39.0
million users by 2015 as Internet penetration increases and ecommerce becomes more
secured3.
7. “ON-THE-GO” SHOPPING FORMULA NEED OF THE DAY
Mobile phones are proving to be an important factor in the e-commerce ecosystem owing to its
easy compatibility with the Internet. India has more than 900.0 million mobile users, of which
around 300.0 million use data services. This number is expected to touch 1200.0 million by

2015. Also, more than 100.0 million mobile users are expected to use 3G and 4G connectivity in
the coming few years Of the total 900.0 million mobile users, a meagre 27.0 million are active
on the Internet. Moreover, only 4.0 per cent of the active mobile internet users buy
2 Vizisense –report on e-commerce 2011 3 A study by Avendus Capital products through
mobiles. However, mobile shopping is on a upward trend and is expected to increase five–fold
to 20.0 per cent in the medium term.
Chart 4
8. E-COMMERCE MARKET WOULD CONTINUE ITS GROWTH STORY
The changing consumer lifestyles, supported by the younger population base of India, have
given a boost to the e-commerce business. More than half of the total 1.2 billion population of
India falls under the ‘below 25 years of age’ bracket. Also, 65.0 per cent of India’s population,
representing the working age group of 15 to 64 years, would aid the further growth of e-
commerce, driven by their rising disposable income. Notably, discretionary spending in India is
expected to jump to 70.0 per cent by 2025 from 52.0 per cent in 2005. Also, the growing
inclination towards purchasing online is reflected in a trend for higher value online
transactions. Shoppers are ready to shop for values exceeding USD500.0, which earlier hovered
in the range of USD40.0–100.0.
9. INDIANS BECOMING MORE AWARE AND EMBRACING THE IDEA OF SHOPPING ONLINE
It has been observed that Indian consumers have matured over the years and increased their
acceptance for various payment approaches such as net banking and prepaid wallets. E-

commerce horizon has thus widened owing to acceptance of online shopping as a safe
shopping medium. Of the total 200.0 million credit and debit card holders, just about 10.0
million people transact online, indicating a huge untapped market. A study showed that there
are around150 million users willing to shop online4.
10. NUMEROUS CUSTOMISED FEATURES HAVE BEEN ADDED TO THE E-COMMERCE SECTOR
To capitalise on the benefits offered by the unique Indian consumer base, ecommerce
companies have been innovating with policies traditionally not available in a brick-and-mortar
store. Companies have introduced return policies ranging from 7–30 days, free home delivery
and the most recent “cash on delivery “model. The last innovation has led to a lot of
momentum in Internet sales and changed people’s perception towards online shopping as
shoppers can now purchase without disclosing their credit/debit card details. It is believed that
more
than 50.0 per cent of all online transactions in India are based on the cash on delivery (COD)
payment methodology. As Indian consumers are showing increased interests towards the COD
mode of payment, companies are investing to resolve issues such as refusal to pay cash, rising
inventories and managing returns in order to provide this facility without hassles.
11. RURAL REGION OFFERS EQUAL OPPORTUNITIES TO THE ECOMMERCE LANDSCAPE
Companies from rural India have started understanding the growth potential from this sector,
and are accordingly incorporating e-commerce activities in their business models. The
unavailability of attractive offline channels in underdeveloped cities has encouraged the brand-
aware population to shop online. According to the, around 3,311 Indian cities were engaged in
online shopping between July 2010 and June 2011, of which over 1,267 were non-metro cities.
This reflects how e-commerce has helped in overcoming the discrimination factor across cities,
facilitating access for consumers from smaller towns to the same branded and quality products
which earlier were a distant dream. Companies are working towards providing more online
content in regional languages to tap the niche consumer base. While majority of the Internet
population use the English language-based platform while surfing, offering content in local
languages such Hindi, Marathi, Telugu and Tamil might widen the target audience. Going
forward, the rural population is well positioned to reap the benefits from the available low-cost

technology platforms, efficient logistics management, increasing vernacular content and
secured payment modes.
12. SECTOR HAS BEEN CONSTANTLY ATTRACTING HUGE INVESTMENT
With the underlying opportunities, the industry is set to benefit, driven by strong fundamentals
and provision of continuous assistance by various PE and VC firms to fund their expansion
plans. Notably, on the investment front, the sector enjoyed inflow of around USD800 million in
2011, up from USD110 million in 2010. Investments made in e-commerce businesses by PE
firms alone more than quadrupled to USD467 million in 2011 compared to USD99 million in
2010. The number of deals increased to 78 compared to just 22 in 2010. The robust deal activity
continued in 2012, with USD242 million invested during the January-April period. The trend
over the period reflects that the average deal size has more than doubled due to increasing
traction in e-commerce activities, which requires larger investments for growth.
Chart 5
13. COMPANIES IN THE SECTOR HAVE BEEN CONSTANTLY INNOVATING
The e-commerce sector in India is estimated to have hundreds of players. To capture a larger
pie of the growing Indian e-commerce market, most of these e-tailers are constantly
innovating, increasing their offerings and providing better deals. The trend in the e-commerce
segment is that most of the e-tailers start with a single product and later diversify their product
portfolio with multiple offerings. Notably, the market leader Flipkart.com broadened its
offerings with various products such as mobile phones, computers, movies, music, baby

products and stationery from its initial set-up of selling books online. Furthermore,
Snapdeal.com, the second largest e-commerce company that began operations as an online
group discounting site in 2010, got converted into a marketplace with thousands of products. In
order to survive, e-commerce players need to make a quick turnaround and minimise fixed
costs as much as possible. Accordingly, different companies are resorting to different business
models.
Nevertheless, operating in a highly competitive environment with very low margins is not an
easy job.
14. COMPANIES ARE RESORTING TO DIFFERENT STRATEGIC MODELS
Overall, the e-commerce sector is still considered to be in its nascent stage with newer business
models yet to be tested. While some companies such as Flipkart and Snapdeal have a horizontal
business model with varied offerings, other portals such as Zivame, BigBasket and FirstCry are
having vertical business models with specialised product offering. Companies are even
differentiated on the basis of their distribution network. Some of the large players such as
Flipkart, Naaptol and Myntra are building their own warehouse and supply chain logistics
With huge investments, while others such as Indiaplaza use a third-party supply network. In
addition, the business model adopted by companies such as eBay is of providing a platform for
third-party transactions, wherein a seller sells various products to registered users. This way,
the company saves on building an inventory.
15. THE SECTOR WOULD BENEFIT FROM RESOLVING THE VARIOUS BOTTLENECKS
E-commerce giants are making huge investments in developing their own distribution networks
as delivering charges form a major component of the product cost – ranging between USD1.0–
4.0 per item. The huge investments will yield benefits in the medium-to-long term as e-
commerce companies would be able to leverage upon a larger customer base. Improved
distribution system is expected to reduce the average turnaround time for delivering a product
to 1–2 days from 4–5 days previously. Furthermore, quicker delivery time coupled with the
rising emphasis ascribed to customers would improve the customer retention rate. Retaining an
existing customer is more profitable for a company since acquiring a new customer; on average

costs USD15.0–20.0. Moreover, going forward as the sector undergoes consolidation, this cost
is ought to decline further as fundamentally weaker companies would lose out to established
players. Also, bottleneck arising out of regulatory and taxation issues with respect to movement
of products between states is being addressed supporting the ecommerce growth story.
16. GOVERNMENT DECISION TO DISALLOW FDI IN ECOMMERCE TO HELP INDIAN E-
COMMERCE FIRMS
The Indian government has restricted foreign companies from selling their products in India
through the online medium. This regulation safeguards Indian companies against competition
from global leaders such as Amazon. The restriction is also extended to foreign retail companies
that have entered India. However, in the longer term, Indian companies have to evolve and
shield themselves not only from their Indian counterparts but also from the global ecommerce
giants as the government might allow FDI in the segment. Eyeing on the vast opportunity,
Amazon has already entered the Indian market through Junglee.com. In addition, it has even
got approval from the government to build large warehouses to stock third-party goods.
Strategic moves such as thesewould support its expansion plans once FDI is allowed. Moreover,
the government’s plan to interlink every panchayat (village council) of the country through
high-speed broadband service by 2014 would aid the sector’s growth. Also, government
organisations’ increasing reliance on the e-commerce methodology for their money-related
transactions would help the upward trend.
17. THE PROMISING E-COMMERCE SEGMENT
Size of the total e-commerce market in India is estimated to expand at a CAGR of about 40.0
per cent during 2010–20 to USD200.0 billion5. Likewise, India is expected to record the highest
growth in the Asia Pacific region during 2012–166. The trend would shift with the online retail
segment contributing equally to the total market size, considering it is expected to grow
significantly in the coming years. The B2C segment would continue to lead the e-commerce
market, thanks to the budding Indian Internet population, supporting demographics, ease of
payment modes and customer-centric innovative policies. In the coming decade, we expect the
sector to offer much more revolutionary practices such as transacting with the help of Mobile

money, and having access to virtual trial rooms. Continue shopping online as the sector is set to
mature!!

RESEARCH METHODOLOGY
It is the specification of the methods and procedures used for acquiring the information
needed. In short, it is the master plan for conducting the research study. It should be noted that
a Research Methodology is unique to a Research Design.
Problem Statement: - Less Brand Visibility of BookmyComfort.com
Research Objectives
● Comparative study on brand awareness of different E-commerce food retailing portals
in Pune city.
● To understand overview of various advertising done on various websites by Food
retailing portals.
Hypothesis
Null Hypothesis (Ho) Brand awareness for bookmycomfort.com is comparatively less than other
food retailing E-commerce portals.
Research Type: I took help of descriptive research.
Descriptive Research involves the description of the characteristics of the variable, description
of the extent of association between variables and it allows the researcher to infer about the
variables.
Sampling Method
The sampling method I used is Simple Random sampling method. As every responder will have
equal probability of being chosen.
Sample Frame
Internet users, people who have used internet to shop online.
Sample Size
Sample size would be 100
Source of Data
The project’s data collection was through Primary and Secondary sources.
Primary where I got questionnaire filled and collected data from the sample size.

Data collection tool
Questionnaire- In this technique data was collected by asking a set of question and receiving a
response. The questionnaires which are used are closed ended questions.
Data Collection method
Online survey- In this I had prepared a Google document of questionnaire.

Data Collection, Analysis and Interpretation
Q.2 Age?
From the results it was found that average age of the sample size was 24.1 years
while the youngest age notes was 19 years and oldest being 33
Q.3
Chart 6 represents wether the sample has availed any service or not
Interpretation: The use of the various E-commerce portals is pretty high in respondants as the
chart gives the detailed insight about the percentage of their usage. 93.8% of the respondants
have used a
E-commerce portal to avail their services.
Q.4
Chart 7 : represents the total of sample size who have used BookmyComfort.com
The above Pie chart depicts about the brand of BookmyComfort.
The response of the sample size was not so good. Only 22.4% of the respondents were aware
about the portal. The response is low because no media marketing or other marketing tools

were used for its visibility. BookmyComfort.com two and half year in the market and majority of
its customers has increased through Word of Mouth strategy.
Q.5
Chart 8: Representing various portals used by the sample size
From the above Bar Chart:
The data attempts to understand the number of respondents who have used which portal. Out
of the sample size, majority of people were using Foodpanda and Zomato. The other portal
which was used by the sample size was Tinyowl.

Q.6
Chart 9: represents the various mediums through the sample size got to know about various
Food portals
Interpretation: This question depicts about the mediums through which the sample size got to
know about various Food portals. This can help the organization to decide where to promote
their service in order to get maximum Exposure.
Q.7-8
chart 10-11

Attributes 1 2 3 4 5 Average
Discount Coupons 6 3 8 38 43 4.11
Reference 47 22 4 14 10 2.154
Chart 10-11 and Table represents the ratings on various attribute
The above table represents the ratings given by all the respondents on various attributes. For
e.g. For Discount Coupons, 38 respondents have given 4 rating and respectively it is followed
for all the attributes. The calculations are done by multiplying the number of respondents with
the given rating scale, for e.g. Discount Coupons: 38*4=148. Similarly each rating of every
attribute is calculated and added, and then the average is taken by dividing with the total
number of respondents.
From Above table it can depicted that the highest rating is given to discount coupons which can
be stated as respondents tend to save time and money and below average rating to reference
of their colleague, friends etc.
Q.9 what is your Consumption pattern of this service.
The average was found to be approximately 7 while the highest was 11 and minimum was 1.
This question gives us idea about how much time a respondent relies on this service for his/her
convenience.
Q.10
Chart 12: Represents do the responds have attended any promotional activity
Interpretation: This question tries to understand that how many of the respondents have
attended any promotional activity. It is clear from above pie chart that 77% of sample has not
attended any promotional activity.

Chart 13: Represents respondents who admitted to like the concept of online
table booking. This gives a blur picture that people would be pleased to avail this
service and that there is a good potential market for this services.
Q.12
Chart 14 Represents responses about the customer recommendation towards the
concept of online table booking. About 86.7% of sample size agreed that they
would recommend this service to their friends, colleagues or others whom they
know.

Findings:
BookmyComfort is the only service provider which gives you facility to book tables
online.
Only 22% of the respondents were aware about BookmyComfort as it’s there in the
market for just couple of years. The awareness is also not much as no form of media
marketing is used. The hypothesis has been rejected as the awareness is weak.
Customers are more keen to avail the services which also saves their money
.

Suggestions:
More promotional activities need to be carried out to increase the awareness of the
brand. The company should use online media marketing as it has a strong reach.
The company should come up with Customer Relationship Management (CRM)
Programme to enhance the quality of service. This department should work towards
solving customer complaints and the related problems. Along with the restaurant and
customers who avail their services.
Company should come up with Discount Coupons and frequent customer rewards. As
this will motivate new customers to use their service and help to retain existing
customers
Real time booking should be introduced. The company should focus their USP i.e. online
table booking as the competition is increasing as the time passes.

Limitations:
Time Duration for entire project was only 2 months.
The study pertains only to Pune area.
No media marketing is done.
The findings from this study are applicable to Pune area only.

Conclusion:
On complete analysis it is concluded that, BookmyComfort has distinct attribute which
differentiates it from other brand. The concept of online table booking is unique to India and
company should start providing their services in more cities. The concept of online table
booking is growing in Pune City and has a good potential in the market.
The increasing competition is hampering its growth. Another problem is that the service is not
popular due to its non-existence in most restaurants and awareness is weak as it does not focus
on Online Media marketing.

BIBLIOGRAPHY
Webliography
http://goo.gl/LqF1TU
http://goo.gl/XIKVeK
http://goo.gl/EqLb0V
http://goo.gl/s6rydc
http://goo.gl/VbGj8W
http://goo.gl/slBh9A
https://goo.gl/qBC8fS

ANNEXURE
Questionnaire
Dear Sir/Ma’am,
I am a student of Lotus Business School, Pune. As a part of curriculum, I have undertaken a
study on ‘’Brand awareness of different E-commerce food retailing portals in Pune
city’’. So I request you to invest some of your time in filling up this questionnaire. Your Co-
operation will be highly obliged.
1)Name :
2)Age :
3] Have you used Ecommerce portal for ordering food or Booking Table or searching for
Restaurant in your area?
a. Yes b. No
4] Were you aware about BookmyComfort.com before this?
a. Yes b. No
5] Which Portal have you used?
a. Zomato.com b. Foodpanda.com
c. Tiny Owl c. BookmyComfort.com
6] From where you got to know about this Portals?
a. Internet b. Restaurant
c. Out Door Advertisement d. any other
7] What is your consumption pattern of this Service?
Frequency (in month): ………………………………..

8] Why do you prefer a E-commerce portal?
a. Discount Coupons b. References
c. Advertisement d. Kiosk Activity
9] Have you attended any awareness campaigns or promotional activity?
a. Yes b. No
10] Do you like the concept of ‘online table booking’’?
a. Yes b. No
11] Are you happy with the concept of online table booking?
a. Yes b. No
12] Would you like to recommend BookmyComfort.com to others?
a. Yes b. No
13] Feedback about the services and specify any suggestions:

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