Marketing Habituation and Process Study of Online Food Industry ( A Study Case: Zomato)

Abstract

Online food ordering platform has become the new habit which makes e-commerce sector,
one of the essential part of our daily lives. This sector has changed the mindsets altogether;
from people who are willing to stand in line for hours to get a great deal to get the food is now
on the fingertips and that too at your doorstep. Basically, this paper focuses on the elaborative
study about marketing strategy and operations used by Zomato to become the pioneer into the
Online Food Service sector. Furthermore, this paper aims to have insights about the marketing
habituation of a web-based business which influenced people to change the perception about
food ordering and to study the aspect by which the organization managed the processes of this
growing sector. This paper contains a case study on Zomato, the largest online food ordering
platform in India. Zomato became a strong brand where its every order makes sure that the
customer gets habituated for the service he receives. We will learn about the marketing tactics
which Zomato has used exceptionally to establish into the market successfully.

Keywords: marketing, habitual, Zomato, web business, online food delivery, e-commerce