All Chapters Together

UNDERSTANDING THE FACTORS THAT INFLUENCE THE ATTITUDE OF CONSUMERS IN ORDERING BREAKFAST ONLINE
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

BY
G. NAGARJUN
(Regd. No: 10459)
DEPARTMENT OF MANAGEMENT STUDIES
SRI SATHYA SAI INSTITUTE OF HIGHER LEARNING

(DEEMED TO BE UNIVERSITY)
PRASANTHI NILAYAM
2010-2012
A HUMBLE DEDICATION TO
MY GUIDE AND GOAL
SRI SATHYA SAI INSTITUTE OF HIGHER LEARNING (DEEMED TO BE UNIVERSITY)
Vidyagiri, Prasanthi Nilayam 515134, Anantapur District, Andhra Pradesh, India
CERTIFICATE
& DECLARATION
This project entitled Understanding the factors that influence the attitude of consumers in ordering breakfast online is an original work done by me under the supervision of Sri Arvind Hejmadi, Faculty, Department of Management Studies, Sri Sathya Sai Institute of Higher Learning, Prasanthi Nilayam, in the partial fulfillment of the requirements for the award of the degree of Master of Business Administration of this University , and has not formed the basis for the award of any degree, diploma or any other such title by this institute or any other University.
Sri Arvind Hejmadi (Project Guide)
Prof. Shiv R. Pandit (Head of Department)
G. Nagarjun (Regd. No: 10459) Place: Prasanthi Nilayam Date:
SRI SATHYA SAI INSTITUTE OF HIGHER LEARNING (DEEMED TO BE UNIVERSITY)
Vidyagiri, Prasanthi Nilayam 515134, Anantapur District, Andhra Pradesh, India
Acknowledgements I like to first express my deep sense of gratitude and prostrations to my guide and goal Bhagawan Sri Sathya Sai Baba for choosing me to write this project, for without his will the project would not have materialized at all. I would like to place my gratefulness to my beloved parents for all their support and well wishes towards my growth and wellbeing. I would like to convey my deep sense of thankfulness to my guide Sri Arvind Hejmadi for his constant support and guidance who was a key role in shaping my thoughts and ideas into a structured manner. I would like to thank brothers Vignesh Sridhar, Aman Jhaveri and Dr. Shashank Shah who were instrumental in giving me direction to my project itself by enabling me to embark on this topic. I would like to express my heartfelt thanks to Sri Sandeep Challa, CEO, online-breakfast.com and his dynamic team comprising Ms. Revathi Ramachadran and Sri Suraj Mulay for inspiring me to do a project in this field and also giving me timely help and assistance. I would like to thank my young friends Yogesh Murthy and Abhinav Gorthi who gave their valuable time during the initial brain storming session of this project at its inception.
My deep sense of gratitude to Sri Ganesh of Sai Ganesh Xerox services, Sri chelli Srivnivas, Avinash Shroff, Srijan and Osho Sai of Hostel Xerox centre, Papi Naidu, Nanaji and Rupesh of Hostel Computer Centre for their timely help commitment enabling the completion of my project. My thanks to Dr. Sanjay Mahalingam, Dr. Piyush Srivastava and Sri Renju, Computer Administrators for their support and timely help.
Table of Contents
Acknowledgements.................................................................................................i
List of Figures.........................................................................................................ii
List of Tables.........................................................................................................iv
Abstract................................................................................................................vi
1.
Introduction and Theoretical Background...............................................1
Introduction:.......................................................................................................1
1.1. Overview of the scenario..........................................................................1
1.2. Statement of the Problem:.......................................................................2
1.3 Need and Significance of the Study:..........................................................2
1.4 Scope of the Study:...................................................................................3
Theoretical Background:.....................................................................................3
Market Segmentation:.....................................................................................3
2.2) Consumer Behavior:.................................................................................5
Key Psychological Processes that affect the purchase decision of the consumers:......................................................................................................7
The Buying Decision Process: The Five-Stage Model.......................................9
Components of Attitude:...............................................................................10
Formation of Attitude.......................................................................................10
1) Theory of Reasoned Action:......................................................................10
Theory of planned Behavior:.........................................................................11
Technology Acceptance Model:.....................................................................13
1.5 Scheme of Chapters................................................................................14
2. Literature Review.........................................................................................15
Scheme of literature Review:...........................................................................15
2.1) The E-commerce and M-commerce market in India...............................16
2.2) People Who Use the Internet:...............................................................18
2.3) What people do online in India?.............................................................19
2.4) Factors affecting Online consumer Search behaviour:...........................21
2.5) Factors motivating and de-motivating consumers to buy online:..........24
2.6) Existing Models used to study online shopping from a marketing perspective:...................................................................................................26
2.7) Changing Breakfast Consumption..........................................................29
3. Methodology.................................................................................................33
3.1 Nature of Study:.........................................................................................33
3.2 Objectives of Study:...................................................................................33
3.3 Data Collection:..........................................................................................33
The Model for the Study:..................................................................................34
4.4 Research Instrument:.................................................................................38
4.4.1 Methodology of the study:....................................................................38
4.4.2 Questionnaire Design:..........................................................................38
Limitations of the Study:..................................................................................39
4. Data and Analysis........................................................................................41
Section 1: Demographic Details:......................................................................41
Section 2: Understanding the Need for breakfast:............................................42
Section 3: Understanding the Gap....................................................................45
Section 4: Attitude and factors influencing attitude towards ordering breakfast online................................................................................................................51
5. Conclusion and Recommendations............................................................57
Findings:...........................................................................................................58
Summary:.........................................................................................................61
Recommendations for Future Study:................................................................62
References and Bibliography...............................................................................63
Appendix: Questionnaire.....................................................................................67
Appendix: Questionnaire
List of Figures
Figure 1: Key Psychological processes that affect the purchase decision of the consumers.............................................................................................................7 Figure 2: Buying Decision Process: The Five Stage Model.....................................9 Figure 3: Components of Attitude........................................................................10 Figure 4: Overview of Literature Review..............................................................16 Figure 5: Frequency of browsing/purchase from mobile devices.........................18 Figure 6: Reasons for people using mobile internet............................................20 Figure 7: Popular Websites Browsed on Mobile Phones.......................................21 Figure 8: Why people prefer to use mobile internet instead of the PC Internet.. .21 Figure 9: Factors affecting actual internet shopping...........................................26 Figure 10: Factors affecting willingness of consumers in ordering groceries online...................................................................................................................27 Figure 11: Role of Consumer Self Efficacy and Website Social Presence in Customers Adoption of B2C Online Shopping.....................................................28 Figure 12: Model for role of good relationship between the online vendor and the consumer.............................................................................................................29 Figure 13: Changing breakfast patterns in India..................................................30 Figure 14: Model of Consumer Behaviour............................................................34 Figure 15: Percentage of Respondents having easy access to internet and mobilephones......................................................................................................41 Figure 16: Percentage of respondents considering breakfast as an integral component of their daily meal.............................................................................42 Figure 17: Preferred time of having breakfast.....................................................43 Figure 18: Preferred breakfast cuisine.................................................................43 Figure 19: Number of items versus quantity of each item...................................44 Figure 20: Percentage of Respondents skipping breakfast on any day...............45 Figure 21: Practicality of ordering breakfast online.............................................46 Figure 22: Subscription of online breakfast service.............................................48 Figure 23: Price willing to be paid for breakfast delivered at the place of residence.............................................................................................................49 Figure 24: Preferred mode of payment................................................................50 Figure 25: Preferred mode of feedback and complaint to the online breakfast vendor.................................................................................................................54
Figure 25: Preferred mode of feedback and complaint to the online breakfast vendor.
List of Tables
Table 1: Percentage of Respondents having easy access to internet and mobilephones......................................................................................................41 Table 2: Percentage of respondents considering breakfast as an integral component of their daily meal.............................................................................42 Table 3: Preferred time of having breakfast........................................................42 Table 4: Preferred breakfast cuisine....................................................................43 Table 5: Number of items versus quantity of each item......................................44 Table 6: Percentage of Respondents skipping breakfast on any day...................45 Table 7: Important reasons for skipping breakfast..............................................45 Table 8: Critical selection factors.........................................................................47 Table 9: Price willing to be paid for breakfast delivered at the place of residence. ............................................................................................................................49 Table 10: Preferred mode of payment.................................................................50 Table 11: Factors creating positive attitude towards ordering breakfast online.. 51 Table 12: Factors creating negative attitude towards ordering breakfast online.53 Table 13: Preferred mode of complaint...............................................................54
Table 13: Preferred mode of complaint.
Abstract
The socio-economic changes in India during the past two decades have lead to various changes in the structure of the society. One such change is the rise of IT companies and educational institutions in the high growth cities which attract many people across the nation to come and stay in these cities by themselves. These people aged between 20-45 years in IT/ITeS segment and between 15-35 years of age for the students segment have a highly tech savvy lifestyle, different eating and living habits when compared to the natural inhabitants of the city. Since these segments stay by themselves away from their hometown they have a need for good quality food at an affordable price. While lunch and dinner are easily available in and around their place of work/study, breakfast is not so easily available near their place of residence. However many people prefer having breakfast at their place of residence before leaving for work/study. The study indicates the factors that influence the attitude of consumers in ordering breakfast online using mobile-phones and internet enabled electronic gadgets. For the purpose of the study students and IT/ITeS professionals staying away from their hometown and living by themselves were chosen and the factors that influenced their attitude towards ordering breakfast online were studied. For the purpose of the study, Theory of Reasoned Behaviour, Theory of Planned Behaviour, Technology Acceptance Model and Consumer Behaviour Model were used. The findings of the study show that both students and IT/ITeS professionals are time constrained in their daily life, therefore favourable towards ordering breakfast online and need good quality breakfast which is nutritious, tasty, hot and fresh when it reaches them, packaged properly and delivered on time to their place of residence at an affordable price.
CHAPTER-1 INTRODUCTION AND THEORETICAL BACKGROUND
Introduction and Theoretical Background
1.Introduction and Theoretical Background

Introduction:
1.1. Overview of the scenario
With the opening up of the Indian Economy is 1991, there has been a sea change in the lifestyle of people in India with many young bachelors staying away from home for occupational reasons, increased number of working couples; many elderly people living alone, since their children have settled elsewhere. These are common observations in many cities in India. The other important change that has occurred over these years is the rapid development of technology and communication in the nation, especially in the upcoming and high growth cities like Delhi, Bangalore, Pune, Hyderabad and others which have grown at a tremendous pace(). With such transformation in the social structure of these cities, businesses today need to be aware of these unprecedented changes affecting the buyer behavior of people. They need to leverage on modern technology and communication by which busy and time constrained consumers can sit at their home and get the things they want at their convenience(). Having known these changes in the economy at large it is really important to understand the changing attitudes of consumers, especially the factors that influence the attitudes of these consumers. There have been many studies that are being done in the area of e-commerce. Discussions and interviews(, 2010) with eminent business leaders and pro-active thinkers have revealed that the Indian e-commerce has been growing at a rapid pace and would be full of opportunities to the prudent marketer. As mentioned above, there has been increased penetration of technology and communication in the form of mobile phones and internet which has played a significant role in changing the consumers lifestyle. One such change in the lifestyle is the eating and living habits of people staying away from their hometowns, in cities by themselves for occupational reasons. Pune city for that matter has a growing industrial hinterland, with many information technology and automotive companies setting up factories there. These activities have lead to creation of job opportunities attracting migrants and students from all over India and abroad, which makes it a city of many communities and cultures. Moreover the growth in the
Understanding the factors that influence the attitude of consumers in Ordering breakfast online.
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software and education sectors has led to an influx of skilled labour and students respectively from across India(). As one of the largest cities in India, and as a result of its many colleges and universities, Pune is emerging as a prominent location for IT and manufacturing companies to expand. The migrating population alone rose from 43,900 in 2001 to 88,200 in 2005.(, 2006). The IT sector employs more than 70,000 people with major software companies like Symphony Services, Wipro, Infosys, TCS, Cognizant, Symantec, Tech Mahindra, Syntel, to name a few. Pune also has hundreds of large and small IT companies. With regards to education Pune has more than a hundred educational institutes and nine universities,(Kaul, Sanat, 2006) students from all over the world studying at the colleges of the University of Pune. Pune came to be referred to as the Oxford of the East due to its large student population, and a large number of quality academic and research institutes(Brahma, 2011). All this has lead to a large presence of IT/ITeS professionals and students who stay away from their home town for occupational reasons in Pune by themselves having a new lifestyle altogether. With the changing lifestyle of people in cities reflected in their eating and living habits can e-commerce play a role in creating a new business by delivering the first meal of the daybreakfast that can be ordered online? This study is done to understand the factors that influence the attitudes of consumers to order breakfast online. This study would add knowledge to existing research in this area and also act as a platform upon which future research and study can be conducted in other places in India and abroad to understand the attitudes of consumers in ordering breakfast online.
1.2. Statement of the Problem:
As mentioned above the research problem in this study is to understand the factors that influence the attitudes of consumers towards ordering breakfast online.
1.3 Need and Significance of the Study:
1.3.1 Need: With changing lifestyles and consumer preferences there is a growing need for breakfast in cities and the study finds out whether consumers are favorable to order breakfast online and the factors that influence the same. The results of the study could apply to other metro cities since
it is not geography specific. Hence a research in this area is important.
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1.3.2 Significance: Using the results of this study, it would be easier to design an appropriate business model and develop more effective business strategies. This study would also add knowledge to the existing research in the domain of E-commerce with specific reference to breakfast being ordered online.
1.4 Scope of the Study:
The study is limited to select areas in the city of Pune, Maharashtra, India. For the purpose of the study the respondents chosen were: IT/ITeS professionals.
Students who are not native of Pune and lived by themselves.
Only these respondents were considered for the study as it was felt that these segments would have the need for the breakfast and given that they have easy access to modern communication gadgets like the internet enabled devices, mobile phones it would be useful to understand the factors that influence the attitudes of these respondents towards ordering breakfast online.
Theoretical Background:
In this section the relevant concepts used for the study are explained below.
Market Segmentation:
A market segment comprises of a collection of customers sharing a similar set of needs and wants. The task of the marketer is to identify these segments and decide which one(s) to aim. The advantage of segmentation of the market is that it offers core advantage in the areas of design, price, information, and distribute the product or service and also can fine tune the marketing program and activities to better reflect competitors marketing(Kotler, 2009). By looking at descriptive characteristics markets can be segmented on the basis of:
a) Demographic: Using variables like age, gender, income, occupation etc. b) Psychographic: using variables like values, attitudes, personality etc c) Geographic: Using variables like place, environment, altitude etc.
Effective Segmentation Criteria: The relevant variables used to identify market segments must rate favorably on five key criteria:
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a) Measurable: The volume, purchasing power, and characteristics of the segment
should be quantifiable
b) Substantial: The segments should be huge, gainful enough to supply. A segment here
should be the largest potential homogenous group worth going after a customized marketing program.
c) Accessible: The segment should be successfully reached and served. d) Differentiable: The segment should be theoretically distinguishable and respond
differently to different marketing mix elements and programs.

e) Actionable: Effective programs can be formulated for attracting and serving the
segments. (Kotler, 2009). In evaluating different market segments, every firm must look at two factors: a) The segments overall attractiveness.
b) The companys objectives and wherewithal (Kotler, 2009).
The five patterns of target market selection:

1) Single Segment Concentration:
For a firm it gives the capability to gain strong knowledge of the segments needs and attain a strong market presence. The firm can enjoy operating economies by specializing its production, delivery and promotion. The major risk is when a particular market segment turns sour or another player invades the segment.
2) Selective Specialization:
The firm selects a number of segments wherein each one is objectively attractive and relevant. There may be very less or no synergy at all amongst the segments, but each of the segments promises to be a profitable segment. This strategy has the advantage of diversifying the firms risk.
3) Product Specialization:
The firm makes a certain product selling to a number of different market segments. It can build a strong name in the specific product area. The biggest risk happens when the product may be displaced by an entirely new technology.
4) Market Specialization:
The firm focuses on serving many needs of a particular customer group. It gains a strong repute in serving this customer group and becomes a medium for further products the consumer groups could use. However it runs a risk of decrease in size or reduction in spending by the customers
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5) Full Market Coverage:
The firm attempts to serve all the customer groups with all the products they might need. Large firms can envelop a complete market in two extensive ways:
a) Undifferentiated marketing: The firm ignores segment differences and goes after
the complete market with one offer.

b) Differentiated marketing: The firm operates in several market segments and
designs different products for each of the segments(Kotler, 2009). 2.2) Consumer Behavior: Consumer Behavior is the study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. This section talks about the factors that affect consumer behavior.(Kotler, 2009). 2.2.1) Factors influencing consumer behavior: A consumers buying behavior is influenced by cultural, social and personal factors. 2.2.1.1 Cultural Factors: These have the broadest and deepest influence on consumers. It is the basic determinant of a persons wants and behavior. Each culture has smaller subcultures providing more specific socialization and identification for its members. Social classes are relatively homogenous and enduring divisions in a society, which are hierarchically structured and whose members share similar values, interests and behavior.(Kotler, 2009) 2.2.1.2 Social Factors: Social factors such as reference groups, relations, and social roles and position affect the buying behavior. Reference Groups: A persons reference groups are all the groups that have a direct or indirect influence on their attitudes or manners. Groups having a direct influence are called membership groups. A few of these are primary groups with whom the person interacts fairly constantly and informally, such as family, friends, neighbors, and colleagues. People also belong to secondary groups, such as professional and trade-union groups, which tend to be more official and require less continuous interaction. Reference groups persuade its members in at least three ways:
a) They expose an individual to new behaviors and lifestyles. b) They manipulate attitudes and self-concept. c) They create pressures for compliance that may affect product and brand choices.
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Aspiration groups are those a person desires to join; dissociative groups are those whose values or behavior an individual discards. Family: The family is the most important consumer buying group in society, and family members make the most dominant primary reference group. There are two families in the buyer's existence: The family of orientation comprises one's parents and siblings. A more direct influence on daily buying behavior is the family of procreation, namely, one's partner and off-springs. Roles and Status: A role consists of the actions a person is likely to execute. Each role carries a status. People choose products that reflect and tell about their role and actual or desired status to the society(Kotler, 2009). 2.2.1.3) Personal Factors: This includes the following: Age and Stage in the Life Cycle: The age of the individual determines his preference towards products.(Kotler, 2009) Occupation and Economic Circumstances: Occupation also influences consumption patterns. Product choice is greatly affected by economic situation which is determined by attitudes toward spending and saving.(Kotler, 2009) Personality and Self-Concept: Personality refers to a set of unique human psychological traits that lead to relatively unswerving and lasting response to environmental stimuli (including buying behavior). It is defined in terms of traits like self confidence, dominance, autonomy, and adaptability. Brands also have a personality, and customers are likely to choose a brand whose personality matches their own. Brand personality is the specific mix of human traits that we can attribute to a particular brand.(Kotler, 2009) Lifestyle and Values: A lifestyle is a person's pattern of living in the world as expressed in activities, interests, and opinions. It portrays the "whole person" interacting with his environment. These are partly shaped by whether consumers are time constrained or money constrained.(Kotler, 2009) Core values are the convictions that underlie attitudes and behaviors. These play a massive role in determining consumer behavior. Core values go much deeper than actions or attitude and determine, at a basic level, people's choices and desires over the long term (Kotler, 2009).
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Key Psychological Processes that affect the purchase decision of the consumers:
Figure 1: Key Psychological processes that affect the purchase decision of the consumers.
Consumer behavior can be understood by the stimulus-response model shown above in which Marketing and environmental stimuli enter the consumer's consciousness and a set of psychological processes combined with certain consumer features eventually resulting in decision processes and purchase decisions.(Kotler, 2009). Four key psychological processes-motivation, perception, learning, and memoryfundamentally influence consumer responses. Motivation: A need becomes a motive when it arouses to an adequate level of intensity to drive one to act. Motivation has both direction-one selects a goal over another-and the intensity-the force with which one pursues the goal. Herzbergs Two Factor Theory: Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The absence of dissatisfiers is not enough to motivate a purchase; satisfiers must be present. Herzberg's theory has two implications. First, sellers should do their best to avoid dissatisfiers. Although the absence of dissatisfiers by itself would not sell a product, they might easily un-sell it. Second, the seller should identify the major satisfiers or motivators of purchase in the market and then supply them. (Kotler, 2009). Perception: Perception is the process by which one selects, organizes, and interprets information inputs to create a meaningful picture of the world. They are more important than the reality itself, as it is perceptions that will affect consumers' actual behavior(Kotler, 2009) Learning:
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Learning induces changes in our behavior arising from experience. It occurs through the interaction of drives (a strong internal stimulus impelling action), stimuli, and cues (minor stimuli that determine when, where, and how a person responds) responses, and reinforcement(Kotler, 2009). Memory: Every information and experience one encounters as he/she goes through life can end up in one's mind as memory which are stored, retained and recalled when needed. The strength and organization of these associations of experiences in the mind is an important determinant of the information recalled about the brand(Kotler, 2009). Brand associations consist of all brands-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become connected to the brand. It is here brand assets become important. Having understood the self concept of the target consumers, businesses should ensure that the customer should prefer the particular brand compared to others. This is possible by having good brand strength by building on brand assets like: Emotional Attachment. Reputation. Awareness- Qualitative Aspects. Brand Deep Values. Personality. Imagery. Patents and Rights.
The Buying Decision Process: The Five-Stage Model
The consumer passes through five stages in purchase of a product. They are:
Figure 2: Buying Decision Process: The Five Stage Model
1) Problem Recognition
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The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.
2) Information Search:
Here the consumer starts looking for information to find alternatives for satisfying his need. The information sources for this would be one of the following:

Personal: Family, friends, neighbors, acquaintances Commercial: Advertising, Web sites, salespersons, dealers, packaging, displays Public: Mass media, consumer-rating organizations Experiential. Handling, examining, using the product. 1) Evaluation of Alternatives
The consumer sees each of the products as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy his need. They pay the maximum attention to attributes that deliver the desired benefits. It is evaluation of alternatives, beliefs and attitudes play a huge role. A belief is a descriptive thought that a person holds about something whereas attitudes are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea People have attitudes toward almost everything: religion, politics, clothes, music, and food. Attitudes put consumers into a frame of mind, i.e. liking or disliking an object. They lead him to behave in a quite regular way toward comparable objects.
Components of Attitude:
Figure 3: Components of Attitude
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The three basic components of attitude are cognitive, affective and behavioral part. Cognitive Component: This component is the belief or opinion part of attitude which is determined the basis of available knowledge thereby deciding whether the individual has a favorable or unfavorable opinion towards the object in question. Affective Component: This component is the emotional aspect of attitude which is mainly referred part of attitude and decides mostly the desirable or undesirable aspect of attitude. Behavioral Component: This component of attitude refers to the behavior towards a particular object, person or anything for that matter. Formation of Attitude
Attitudes are the outward expression of ones inner values and beliefs. These develop over time and shaped by the environment in which one lives and grows.
It is also important to look into theories that link up attitudes with behavior.
1) Theory of Reasoned Action: This theory proposed by Martin Fishbein and Icek
Ajzen
((, 1975), (, 1980)) suggests that behavioral intention is a function of attitude and
the subjective norm. The behavioral intention (BI) measures a person's relative power of objective to execute a behavior. The components of this theory are:
1) Behavioral intention (BI), studies an individual's relative power of intention to carry
out a behavior.
2) Attitude (A) consists of opinions about the results of executing the behavior
multiplied by his or her assessment of these results.

3) Subjective norm (SN): The combination of supposed outcomes from important
persons or group along with intention to comply with their expectations. Mathematically BI=A+SN. A person's behavioral intention depends on the person's outlook about the deeds and subjective norms which are how the person thinks other people would view the action done by this person. A person's attitude, united with subjective norms, forms his/her behavioral intention. This theory restricts itself to intentional behavior.
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Theory of planned Behavior:
This theory is an extension of the Theory of Reasoned Action proposed by Icek Ajzen(, 1975) to cover non-intentional behaviors for predicting behavioral intention and actual behavior. Human behavior is guided by three kinds of consideration:
a) Behavioral Beliefs which produce a positive or negative "mind-set toward the
behavior".
b) Normative beliefs ensuing subjective norm c) Control beliefs augmenting perceived behavioral control.
The theory of planned behavior can be understood as the following function: BI = AB+SN+PBC where,
BI: Behavioral intention is a sign of an individual's willingness to carry out a given action. AB: Attitude toward behavior, is an individual's favorable or unfavorable assessment of self-performance of the particular behavior which comprises of:
a) The strength of each belief: A person's belief about outcomes of particular action.
The concept is based on the subjective likelihood that the action will result in a given outcome.
b) The evaluation of the outcome or attribute: This deals with how the individual
assesses the outcome of his actions. SN: social norm: An individual's opinion of social normative pressures, or significant others' outlook that he or she should/should not perform such behavior, which comprising: The strength of each normative belief: An individual's view about the particular behavior influenced by the judgment of others whom he considers as significant in his life. The motivation to comply with the person whom he considers significant in his life. PBC: Perceived Behavioral Control: An individual's perceived easiness or complexity of executing the particular behavior comprising:
a) The strength of each control belief- An individual's beliefs about the occurrence of
factors that may assist or hinder performance of the behavior.

b) The perceived authority of the control factor.
1) Purchase Decision In carrying out a purchase intention, the consumer may make various sub-decisions and
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decide upon consequently. Two common factors can interfere between the purchase intention and the purchase decision.
The first is the attitudes of others. The extent to which another person's attitude reduces our preference for an alternative depends on two things:
i.
The power of the other person's negative attitude toward our preferred alternative.
ii. Our motivation to comply with the other person's wishes.
The second factor is unexpected situational factors that might occur to alter the purchase intention itself. In this consumers may think of many types of risk in purchasing and consuming a product. This includes:
1. Functional risk-Not performing up to expectations. 2. Physical risk- The product might pose a threat to the physical comfort of the user or
others.
3. Financial risk-The products worth is lesser than the price paid. 4. Social risk- The product results in embarrassment from others in the society. 5. Psychological risk-The product might affect the mental comfort of the user. 6. Time risk-The failure of the product might lead to an opportunity cost of arriving at
another suitable product. In order to reduce the uncertainty and negative consequences of risk, consumers develop routines including information gathering from friends, and preferences for national brand names and warranties(Kotler, 2009).
1) Post purchase Behavior
The consumer might be shocked to notice difference of opinion that arises from knowing certain disappointing features or hearing complimentary things about other brands and will be attentive to information that supports his or her decision. Purchase Satisfaction: Satisfaction for a consumer is a function of the closeness between expectations and the product's perceived performance.
a) If performance falls short of expectations, the consumer is disappointed. b) If performance meets expectations, the consumer is satisfied. c) If performance exceeds expectations, the consumer is delighted.
These three feelings make all the difference in whether the customer buys the product again and talks favorably or unfavorably about it to others. (Kotler, 2009).
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Technology Acceptance Model:
The Technology Acceptance Model (TAM) ((Adams, 1992), (Venkatesh, 2008), (Venkatesh, 2003)) is theory in Information systems, modeling how users come to accept and use a new technology. It suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notable ones being:
Perceived usefulness (PU) The degree to which a person believes that using a particular system would enhance his or her job performance.
Perceived ease-of-use (PEOU) The degree to which a person believes that using a particular system would be free from effort.
1.5 Scheme of Chapters
Chapter 1: Introduction & Theoretical Background- This chapter describes the problem, need and significance of the study along with the scope envisaged and explains the theoretical background of the study and the underlying concepts. Chapter 2: Literature Review- It deals with the review of the existing literature associated with the topic. Chapter 3: Methodology- It discusses the nature of the study and the methodology adopted in the study. It also presents the objectives and the limitations of the study. Chapter 4: Data Analysis - It deals with an in depth analysis pertaining to the factors that influence the attitudes of consumers in ordering breakfast online. Chapter 5: Conclusion and Recommendations- It deals with the conclusions drawn from the study along with the strategies suggested and also with the scope for future studies in this area.
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CHAPTER-2 LITERATURE REVIEW
Literature Review
2. Literature Review
This chapter reviews the existing literature relevant to the study. Since the concept of ordering breakfast online is at its inception stage there is not sufficient literature on this topic per se. However there is abundant literature in the areas of:

E-commerce/ M-Commerce and its market in India. People who use E-Commerce / M-Commerce in India. Factors that motivate customers to use e-commerce/m-commerce. Factors that de- motivate customers from using e-commerce/m-commerce. The changing breakfast consumption pattern in India.
By understanding the existing literature on these topics it is possible to get a clear direction for my study.
Scheme of literature Review:

This chapter is divided into six sections as given below and each section would focus on each of the topics as dealt with existing literature available. 1) The E-commerce and M-commerce market in India.
2) Who are the people who use internet in India?
3) What people do when they are online?

4) What is the online consumer search behavior like? 5) What are the motivators and de-motivators that enable/prevent consumers from buy
online?
6) What are the existing models used to study online shopping from a marketing
perspective? 7) Changing breakfast scenario in India.
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Literature Review
A diagram that would give an overview of the chapter looks like the following:
Figure 4: Overview of Literature Review
2.1) The E-commerce and M-commerce market in India E-Commerce market: In a recent article released by the Press Trust of India (PTI, 2011) E-commerce in India is estimated to cross Rs. 46000 Crore according to a study. It says that this growth in ecommerce is primarily driven by:

The online travel industry, contributing 76% to the total e-commerce industry in India today. The financial services market, which includes online insurance payments and transactions through trading accounts comprising 8% of the e-commerce market, is expected to grow by 34%.
Areas like digital download and e-retailing predicted to grow by 62%.
A report by the Internet & Mobile Association of India as quoted in an article (Shah, 2011) reveals that Indias e-commerce market is growing on an average at 70% year-on-year, with a gargantuan growth of more than 500% during the past three years alone. Another article (Caberwal, 2011) says that e-commerce is set to boom in India owing to the following reasons: 1. Increasing number of Internet users: Over 100 million Internet users and still increasing, India has begun to achieve a titanic number of users familiar with web services. In addition, over the past few years, relatively tech savvy online travel agents (OTAs), like makemytrip.com started changing initial Web users into Web consumers ending up controlling Indian e-commerce. 2. Rising middle class with disposable income: Even though the middle class currently comprises of less than 30% of the population of the country, with the rise of small and medium enterprises whose disposable income is expected to grow at 5.3% (from2005-2025), foreign direct investment, and Indias own powerful multinational companies which are steadily providing over millions of new jobs, a new segment called globalized Indian consumers have been formed. These consumers are present across the length and breadth of the country predominantly in the metro cities and tier 1 cities. However these globalized
Understanding the factors that influence the attitude of consumers in Ordering breakfast online. Page 17
Literature Review
citizens are also found in tier 2 cities with many MNCs setting up their plants in these cities. While access to many global and domestic brands are limited to major metropolitan regions, this growing middle class is increasingly turning to e-commerce as the main channel for stylish consumer products and services which can be made available by click of a mouse to their doorstep. 3. Payment gateways & logistics: A number of new secure payment gateway companies like CC Avenue have risen to cater to the needs of the growing e-commerce environment. Alternative payment methods like net-banking and cash on delivery are now compulsory provisions for taking forward e-commerce platforms with the potential to carry out more than 75% of transactions online. This coupled with modern technical integrations today make the overall experience flawless. Even the logistics are now made more efficient and reliable. 4. User Experience: With companies starting to emphasis more on investing in the user experience, best practices driving e-commerce across the world is one of the key focus of successful Internet companies, including merchandise, client service, user interface design, and guaranteed delivery & return policy. In this competitive race to make a distinction via customer experience, the ultimate winner no doubt has been the Indian online consumer.
M-Commerce Market: A recent report says that despite the arrival of Smart phones, the market is getting better but still bleak when compared to e-Commerce scene. (, 2010).
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Figure 5: Frequency of browsing/purchase from mobile devices.
2.2)
People Who Use the Internet:
A report (says that compared to 2008, Internet usage is rising nowadays as the prices of internet is coming down compared to 2008. This report gives some important statistics that are relevant o this study (). Statistics on Internet usage and penetration in India (2010): 1,173,108,018 (1.1 billion) population and 88,000,000(88 million) active Internet users in 2010 India has 10.52 million broadband users (till Oct.2010). Diving deep in to these 88 million user base, a researcher in this field can pull out relevant information and idea in to the penetration of internet on the basis of usage, age/gender diversities and habits which are very important for this study.
Statistics about Internet usage considering Age Group and Gender: 2/3rd of households have multiple users in them. 97% are regular users and 79% using daily. 70% of people who know how to operate a computer have used Internet. 19-40 years age group constitutes nearly 85% among Internet users which account to nearly 75 million users. 85% of Internet users are male.
Literature Review
11% of the users are working women, 6% non-working women and 2% housewives use Internet. 46% of net users are graduate, 26% are post-graduate. Statistics about Internet usage considering cities: Mumbai has most number of Internet users nearly 3.24 million Top ten cities having most number of Internet users are Mumbai, Delhi, Bangalore, Kolkata, Chennai, Pune, Hyderabad, Surat and Nagpur. These 10 cities have 37% of the total numbers of Internet users in India. 2.3) What people do online in India? The following details show the reason why people use internet in India. Statistics about Internet usage considering browsing habits on PC: 94% of total users use Internet for Email purposes 72% of total users use Internet for downloading music (73%) followed by Chatting (56%). Other major purposes for using Internet are job searching (56%), social networking sites (54%) and finding information on search engine (52%). 13,188,580 Facebook users on 31st August, 2010 which equals 1.1% penetration rate of total Internet users. Cyber cafes account for maximum Internet usage with over 37% of all users accessing Internet through cyber cafes.
For understanding why people use mobile internet we have another report (, 2011) the result of which can be concluded from the diagram below:
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Figure 6: Reasons for people using mobile internet.
In addition to the above information, the report also shows the popular sites browsed on mobile phones, the details of which are shown in the bar chart below:
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Figure 7: Popular Websites Browsed on Mobile Phones.
An interesting research done on mobile internet users in India reveal that more people are now shifting from PC to their mobiles for accessing internet, the reasons shown in the bar chart below with the percentage of each reason given :-
Figure 8: Why people prefer to use mobile internet instead of the PC Internet.
2.4) Factors affecting Online consumer Search behaviour:
Since there are not abundant research done to understand the factors affecting consumer behaviour online, certain studies have been analyzed (e.g. (Grant, 2007) ) which have extensively reviewed the literature on consumer information search behaviour and grouped the literature into three research streams, (a) information source utility, which focuses information content and format issues online and offline, (b) personal factors that lead to different search behaviour for a common product, and (c) product factors that will lead to different behaviour by a consumer in the context of different products. 1) Information source utility Previous research done (Xiao, 2002) as mentioned in (Grant, 2007) identifies the main online information utility factors as content, accuracy, currency and format of information together
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with user friendliness. The article (Grant, 2007) consolidated (Xiao, 2002)variables into the two distinct topic areas, (1) information content, which deals with breadth and depth of content, information characteristics, accuracy and currency, and (2) information format dealing with the communication effects and convenience of medium access. a) Information content utility A key characteristic of websites is their ability to carry massive amounts of information with search utility derived from internal hyperlinks as well as search functions within the site (McGaughey, 1998) as mentioned in (Grant, 2007). This enables vendors to offer breadth and depth of information relating to their product that is simply not feasible in offline information offerings such as brochures and promotional material. This type of information utility is magnified by the ability to offer further links to external information sources. b) Information format utility The ability of online vendors to offer consumers varied information format options such as print, audio, graphic and audio-visual material for consumers and even interpersonal contact by audio link or instant messaging type applications has the greatest potential for delivering customer value as it allows consumers choice of their preferred information format. 1) Personal factors affecting consumer search behaviour As consumers are unique and their behaviour is varied, examination of personal factors affecting information search behaviour offline has attracted considerable researcher attention. Since there are limited online research in this area the article (Grant, 2007) considered reviewing literature related to: (1) Cognitive factors, such as product knowledge, (2) Individual skills in search and information processing, (3) Personal involvement with the desired product reflected by motivation and risks relating to the purchase, and (4) Personality factors such as risk aversion and perceived selfefficacy that are likely to affect search behaviour on-line.
a) Cognitive factors affecting consumer search behaviour:
The type of product being offered also has an effect on consumer search behaviour with research analysis of panel data showing surprisingly low search volume for standardised or
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search type products e.g., CDs and books, online (Johnson, 2004) as mentioned in (Grant, 2007). However, existing research pointed to the importance of internal search or experiential knowledge in dealing with hard to evaluate product attributes and the need for vendors to supplement such internal consumer knowledge with credible information in cases where it is lacking.(Moorthy, 1997) as mentioned in (Grant, 2007). Such internal knowledge is particularly important for experience type products (Moore and Lehman 1980) where consumers are more likely to rely on internal search for qualitative/experience type attributes. This need for consumers to supplement internal information sources with external ones is an under researched area in online applications. (Moore, 1980) as mentioned in (Grant, 2007). b) Personal skill factors affecting consumer search behaviour The effect of personal skills on information search behaviour falls into the three areas of: (i) Technology skills which refers to the consumers ability to engage with varied electronic networks, and data processing technologies. (ii) Search skills which refer to the consumers knowledge regarding information access. (iii) Information processing skills relate to the ability of consumers to extract and process information that will satisfy their information needs. It is evident that by examining the technology, search and processing skill levels of their consumers, vendors can better identify and provide information offerings which add real value to the consumer decision making process and consequently increase consumers overall search activity online. c) Personality factors affecting consumer search behaviour: Researchers have identified risk aversion as the fundamental reason behind information search wherein risk aversion has been identified as a consumers natural predisposition to avoid losses like financial, performance, social through purchase activity. These studies (e.g., (Bauer, 1967), (, 1967) etc) has been done more in the offline context and not in the online context.
d) Personal involvement affecting consumer search behaviour:
The level of personal involvement with the purchase of a product is based on the importance of that product to the consumer and reflects the level of perceived risk for a given consumer. Risk is multidimensional with previous research suggest elements of financial, performance, physiological, psychological and social risks in a product specific hierarchy for each
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consumer(Jacoby, 1972) as mentioned in (Grant, 2007). Moreover recent research collapses the dimensions into two components of (a) functional risk (financial, performance and physiological) and (b) emotional risk (psychological and social) and shows the link between types of risk and distinctly different consumer information preferences which may differ between individual consumers for a common product(Chaudhuri, 2000) as mentioned in (Grant, 2007). 1) Product factors in consumer search behaviour
a) Search products. Search products are those which need not be touched, felt while
making a purchase e.g., CDs, books etc. Studies have been done with search type products which tend to be standardized with strong expectations of performance based on prior experience(Johnson, 2004) as mentioned in (Grant, 2007).
b) Experience products: these are products which need to be touched, felt and
experienced while making a purchase, e.g., wine, restaurants, travel experiences. Studies that have been done on online information search by taking specific cases (eg. People buying cars (Kirmani, 2000), (Klein, 2003) as mentioned in (Grant, 2007)) where both search and experience elements are found. To satisfy their information needs, consumers require objective search type data on specifications and performance as well as subjective information on the experience. 2.5) Factors motivating and de-motivating consumers to buy online: There has been lot of study done to understand the factors that motivate customers to buy goods online. Here we review one study done in the U.s and another study done in India. A study done in the USA (Ahuja, 2003) indicates that the important factors that motivate consumers to buy online are: 1) Convenience. 2) Saves Time 3) Better Prices. 4) Availability. 5) Customer Service. The study also indicates that the factors that de-motivate consumers from buying online are: 1) Loss of Privacy/Security. 2) Lack of proper Customer Service.
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3) Lack of interaction between the vendor and the customer. 4) High Prices. 5) Lack of time to use the internet. 6) Inability to feel the product before purchase. Another study done in India (, 2007) identifies the factors that motivate and de-motivate consumers from buying goods online. The factors that motivate consumers from buying goods online are: 1) Saves time and efforts. 2) Convenience of shopping at home. 3) Wide variety / range of products are available. 4) Good discounts / lower prices. 5) Get detailed information of the product. 6) You can compare various models / brands. The factors that de-motivate consumers from buying online are: 1) Not sure of product quality. 2) Cannot bargain/Negotiate. 3) Not sure of security of transactions /Credit card misuse. 4) Need to touch and feel the product. 5) Significant discounts are not there. 6) Have to wait for delivery. From the two studies we observe that the factors which motivate the customers in U.S and India are almost same (Convenience, Saves Time as in US and saves time and efforts, convenience of shopping at home in India). Likewise the factors that de-motivate consumers from ordering online in US and India too can be considered almost same.
2.6) Existing Models used to study online shopping from a marketing perspective: Previous studies that have been done to profile the internet shoppers to understand the expected adoption of online shopping in like (Parikh, 2006), (Hansen, 2008) have used the following theories extensively: 1) Theory of reasoned Action. 2) Theory of Planned Behaviour.
Literature Review
3) Technology Acceptance Model. In one of the studies mentioned (Parikh, 2006) the following model is used to profile the internet shoppers in India and determine how actual internet shopping is related to the various factors displayed below:
Figure 9: Factors affecting actual internet shopping.
Number of years a person using internet was found to be favourable for internet shopping: Greater the length of internet usage, greater was the chance to buy online. Greater the number of hours per week a person uses internet; he too was found to be adapting to internet shopping. The internet shopping experience also plays a crucial role in determining shopping online. Demographic variables like age, place of residence, income levels, sex, culture, etc also play a huge role in determining the actual internet shopping. Lastly the intention itself to use internet for shopping which relates to the attitudes of the consumers that can be understood by the factors that affect the attitudes (motivators and de-motivators which are discussed in the next section.)
Another study (Hansen, 2008) uses the following model to understand the willingness of consumers to buy groceries online:
Figure 10: Factors affecting willingness of consumers in ordering groceries online.
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In this study, the willingness to buy online is affected by three factors. The conclusion drawn from each of the three factors towards willingness to buy online as found out by the study is discussed below:
1) Subjective norm, which can be understood as the perceived social pressure to
perform or not to perform behaviour. This study concluded that there are direct and positive relationship between subjective norms and intention to buy groceries online.
2) Perceived Behavioural Control, which is an integral part of the theory of planned
behaviour wherein consumers subjective belief about how difficult it would be for the consumer to generate the behaviour in question would determine whether the consumer is willing to buy or not. The study concluded that perceived behavioural control is directly related to willingness to buy groceries online.
3) Attitude, which relates to the extent to which the person perceives certain behaviour
to be favourable or unfavourable. The study concluded that attitude towards online grocery shopping is positively related to willingness to buy online groceries. Attitude which influenced the willingness to buy was affected by the following factors:
Openness to Change, wherein it was found that openness to change is positively related to attitude towards online grocery shopping.
Conservation or the resistance to new ideas was negatively related to online grocery shopping. Self Transcendence or the ability to maintain good social relations is negatively related to attitude towards online grocery shopping and Self enhancement which focuses on wealth and power and getting thing done effectively is positively related to attitude towards online grocery shopping. In another study (Dash, 2007) use the following model for understanding the role of Consumer Self Efficacy and Website Social Presence in Customers Adoption of B2C Online Shopping in the Indian context:
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Figure 11: Role of Consumer Self Efficacy and Website Social Presence in Customers Adoption of B2C Online Shopping.
The conclusion of this study is that both consumers self efficacy (which reflects an individuals comprehensive judgement on whether he is capable of implementing a specific task) as well as the Websites Social Presence (the virtual features incorporated in the online store that enables the customer to avail information to take a decision to purchase the right product with the help of virtual advisers. It explores how human warmth and sociability can be integrated through the web interface for positively influencing the consumer attitudes towards online shopping) would directly impact the trust on the online web vendor. Moreover the study also pointed out that the consumer trust building measures would lead to reduction in perceived risk associated with online shopping, which finally would result in a more favourable consumer attitude towards the purchase of the product online. In another study about the role of good relationship between the online vendor and the customer was studied and a model was adopted to include key relational concepts like satisfaction, value and loyalty. Trust and its components were a major part of this model (Palvia, 2009). The model was as follows:
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Figure 12: Model for role of good relationship between the online vendor and the consumer.
From the study it was concluded that as consumers use a vendors website they develop value and satisfaction. Value leads to the development of loyalty, and the consumers willingness to continue in the relationship as well as spreading about the websites performance through word of mouth. 2.7) Changing Breakfast Consumption. Breakfast in India has always been perceived as the most important meal for an Indian family; a way to usher in a new day of activities. In a recent report in an Indian Food and Beverage website one article,(Mukherjee, 2010) talks about the changing breakfast patterns in India. From the past few years a combination of psychographic and socio-economic factors has contributed to this change in the breakfast consumption in India like rising awareness on health and wellness, paucity of time, enhanced focus on convenience, increased level of affluence, and a rise in the number of nuclear families. As mentioned here there are many important factors that have lead to the change in breakfast consumption in India. The three major changes that are responsible for creating this change are: a. Increased Health Consciousness b. Lifestyle Changes c. Convenience.
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Figure 13: Changing breakfast patterns in India.
2.7. a) Increased Health consciousness: India has become the world capital for diabetes and heart-related problems; the number of such patients in India is increasing at an alarming rate. Therefore, this has intrinsically transformed urban Indians from being health-casuals into a health-conscious lot. In addition, greater pressure to manage personal, social and professional responsibilities has resulted in Indians realizing the importance of living a physically, emotionally and intellectually better life. This has worked as a change agent triggering a radical shift in the way Indians have been approaching their life. They are increasingly realizing the ill-effects of having a heavy and oily breakfast and that a cereal-based, nutritionally-fortified and lighter breakfast may provide the necessary nutrition. 2.7. b) Changing Lifestyles: Compared to yester years, an average Indian consumer today has become more affluent and crunched for time as a result of their changing employment patterns. Indians have preferred to work for long hours in higher-paying jobs than low-paying fixed time jobs. The participation of women in the work force has increased significantly as well. As most of these jobs were located in very few geographic clusters in India, lots of Indians had to relocate to newer cities or places closer to work. This has given rise to a massive number of double income households, as well as empty nests. With increased work-pressure, preparing a traditional breakfast, which consumes a lot of time, started seeming like a luxury and increasingly gave way to breakfast options which could be prepared and consumed in lesser amount of time. This is perhaps one of the major issues that have changed the breakfast consumption pattern in India until recently. Indian wives, traditionally, took pride in preparing breakfast for the entire family. However, a lot of
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women in India today work and they do not possess the skills to prepare traditional Indian breakfasts such as Idli, Vada, Puri, Paratha, etc. They are keen to adopt quick solutions like eating at workplace or preparing food that are quick or easy to make. 2.7. c) Convenience: Another factor playing an important role in changing the breakfasting pattern of the Indians is the present generations over-emphasis in seeking convenience. In the age of mobile phones, ATMs, internet banking and Botox, convenience is the new way of life. Younger generation today which includes both young bachelors as well as newly married couples, in India are continuously moving away from the hassles of cooking a breakfast at home which demands plenty of time and energy. Based on these recent changes in the Indian breakfast consumption pattern marketers have greater opportunities in either providing wholesome breakfast to time pressed customers with rich and healthy ingredients like as corn flakes, muesli, oats, cereal bars, whole-grain/multigrain breads, etc. Another successful idea that would also be well received by customers would be to deliver hot breakfast at the doorstep or at the workplace of customers wherein breakfast can be ordered online (telephones, mobile or via internet.). This would be the marriage of tradition and technology wherein traditional breakfast (The expression good breakfast in Indian societys traditionally symbolized warm, tasty and wholesome food) can be ordered through gadgets like mobile phones, or internet enabled devices. Considering the case of home delivered breakfast we can summarize that the important factors that a consumer would keep in mind for a nutritious breakfast is: 1) Rich in nutrition 2) Taste of food delivered 3) Packaging of food 4) Timeliness of Delivery. 5) Hot and fresh when served. The concepts obtained from the literature that has been reviewed would be used to understand the factors that influence the attitude of consumers in ordering breakfast online in Pune.
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CHAPTER-3 METHODOLOGY
Methodology
3. Methodology
This chapter details the methodology used for the study. 3.1 Nature of Study: This study seeks to understand the factors that influence the attitudes of consumers in ordering breakfast online. 3.2 Objectives of Study: To understand the factors that influences the attitudes of consumers in ordering breakfast online. To use the above understanding to cater to the needs of the consumer segment that has identified for the study by giving them the desired product of their choice. 3.3 Data Collection: Primary data was collected from the respondents whose characteristics are described below. The data was collected by asking the respondents in filling up a questionnaire by meeting them in person or through phone or e-mail. Apart from the questionnaire, the feedback and opinion of the respondents regarding their attitude towards ordering breakfast online was also recorded which is used to interpret certain findings of the study. In all, 163 responses were collected of which 112 belonged to the target group of respondents which was used for the study. The data collected comprised of primary data collected from select localities of Pune city in Maharashtra, India. The select localities were Aundh, Baner Road, Pashan, Hinjewadi and Sus-Road. The data was collected in these localities because the select localities mentioned above in Pune were characterized by the following features which are essential for this study:

Large Influx of non-natives of Pune; many residents categorized as floating population. Large number of IT/ITeS professionals and students on whom the study is done to see the likelihood of behavioral shift in eating breakfast at home than in a restaurant.
Unavailability of variety of restaurants serving food at affordable costs.
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Methodology
In the select localities of Pune mentioned above, the people on whom the study was done comprised of respondents who had the following characteristics: People working in the IT/ITeS sector and students who are staying away from home in flats as Paying Guests or in Hostels in which food is not available. With regards to cooking their breakfast, both the groups are characterized by one or more of the following:
Their place of residence lacks infrastructure at home for cooking.
They are time constrained that they dont cook in the morning. They dont know cooking. The Model for the Study:
Figure 14: Model of Consumer Behaviour.
Explanation of the model: This model explains the relationship between the consumer decision process, his self-concept and lifestyle where a consumers lifestyle and self concept is influenced by the internal and external influences. This model explains the decision process of students and IT/ITeS professionals by relating to their self concept and lifestyle which in turn is affected by the internal influences and external influences.
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The external influences include the:

Cultural factors like city life, multi cultural environment, predominantly techsavvies, open to new concepts and ideas. Social Factors that includes influences of friends, peers, colleagues and social roles like belonging to the tech savvy, sophisticated group of individuals. Personal factors like age and occupation (students and It/ITeS professionals).
The internal influences include:

i. ii. iii. iv.
Perception towards the idea of ordering breakfast online which includes factors like ordering breakfast online is an easy process etc. Motivation to order breakfast online because it is convenient etc. Learning occurring from recommendations from family and friends and ones own experiences etc. Memory involving the recall of the concept of ordering breakfast online etc.
The internal influences and the external influences result in the self concept and life style of the person. In case of students, their lifestyle is adventure loving, variety seeking, and non risk averse while in the case of It/ITeS professionals it is more of stressful work, busy weekdays, risk- averse etc. The internal and external influences and their ability to affect the self concept and lifestyle of individuals which ultimately affect their decision process which is categorized into the following:
Problem Recognition:
The problem is recognized by understanding the
importance respondents give to breakfast, whether they skip breakfast on any day of the week, the reasons for skipping the breakfast.
Information Search: Here the consumer starts looking for information to find alternatives for satisfying his need, considering the idea of ordering breakfast online practical or not?
Alternative Evaluation and Selection: Here the respondent identifies ordering breakfast online as one of the alternatives and determines the critical selection factor for ordering breakfast, the factors that result in positive and negative attitude respectively. Critical selection factors for ordering breakfast online. The five selection factors used in this study for ranking by the respondents are:
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Methodology
1) Timeliness of Delivery. 2) Taste of food. 3) Nutritious food. 4) Packaging of food. 5) Hot and Fresh. Ranking among the factors in each group to understand the factors responsible for creating a positive attitude towards ordering breakfast online in the respondents. The five factors that create positive attitude as adapted from existing literature are:
a. Saves Time
b. Easy to Use. c. Trust in the online vendor. d. Past satisfying experience with online shopping. e. Positive Recommendations from friends and family members. Ranking among the factors in each group to understand the factors responsible for creating a negative attitude towards ordering breakfast online in the respondents. The five factors responsible for creating a negative attitude towards ordering breakfast online as identified by existing literature are: I. Lack of human touch online. II. Lack of proper feedback and complaint mechanism. III. Lack of proper mechanism for discontinuing the service. IV. Lack of knowledge for using internet or mobile phones for transactions. V. Fear of loss of personal details while carrying out online transactions. The factors creating positive and negative attitude among respondents can be used to test the claims of Technology Acceptance Model which states that a new technology would be accepted by people if the use of internet and mobile phones can enhance convenience while being easy to use. This means that the ordering breakfast online is examined on two grounds:
a) Convenience: Ordering breakfast online can increase the convenience of the
respondents to save time in the morning by ordering breakfast from an online vendor. So respondents have a positive attitude towards ordering breakfast online as it increases their convenience.
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Methodology
On the other hand due to lack of proper feedback and complaint mechanism and lack of proper mechanism for discontinuing the service there is decrease in convenience because of which respondents desist from ordering online.
b) Easiness of Usage: Respondents who are well versed with the use of internet and
mobiles for ordering breakfast online would have a positive attitude towards ordering breakfast online. On the other lack of knowledge in using internet or mobile phones for ordering breakfast online would create a negative attitude among respondents towards ordering breakfast online. The factors responsible for creating positive attitudes and negative attitude in the respondents for ordering breakfast online can be viewed as constructs in Theory of Reasoned Action and Theory of Planned Behavior. In Theory of Reasoned Action, the Behavioral Intention is affected by:
A persons attitude towards the behavior: This is highlighted by Saves Time,
Easy To Use, Trust in the Online Vendor, Past Satisfying Experience with Online Shopping in case of factors creating positive attitude towards ordering breakfast online and factors like Lack of Human Touch, Lack of Knowledge for using Internet or Mobile Phones for transactions in case of factors creating negative attitude towards ordering breakfast online.
Subjective Norm: This is highlighted by Positive Recommendations from
Friends and Family as a factor responsible for creating positive attitude towards ordering breakfast online. In Theory of Planned Behavior, the Behavioral Intention is affected by:
A persons Attitude towards the behavior: This is highlighted here by Saves
Time, Easy To Use, Trust in the Online Vendor, Past Satisfying Experience with Online Shopping in case of factors creating positive attitude towards ordering breakfast online and factors like Lack of Human Touch, Lack of Knowledge for using Internet or Mobile Phones for transactions in case of factors creating negative attitude towards ordering breakfast online.
Subjective Norm: This is highlighted by Positive Recommendations from Friends and Family as a factor responsible for creating positive attitude towards ordering breakfast online.
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Methodology
Perceived Behavioral Control: This is highlighted by factors like Fear of loss
of personal details while carrying out online transactions, Lack of proper feedback and complaint mechanism and Lack of proper mechanism for discontinuing the service which are responsible for creating negative attitude towards ordering breakfast online.
Order Purchase and Selection: Here the respondent is asked the price that he is willing to pay for the online ordered breakfast, the mode of payment and the nature of subscription etc.
Post Purchase Behavior: Here the respondent is asked on the preferred mode of complaint and feedback mechanism etc.
4.4 Research Instrument: 4.4.1 Methodology of the study: Responses to the questionnaire were elicited from people belonging to IT/ITeS and students using convenient sampling. 4.4.2 Questionnaire Design: The design of the questionnaire follows The Model of Consumer Behavior. Given the internal and external influences, the research instrument determined the factors that influence the attitude of consumers in ordering breakfast online by gathering details on the consumer decision process. The research instrument is designed such that:
Questions 1, 2, 3, 4, 5, 21 are used for gathering details regarding external influences.
Questions 24, 25 are used for gathering details regarding internal influences.
Questions 6, 7, 8, 10, 11, 13, 16 are used to recognize the problem.
Questions 9, 23 are used for information search. Question 14 is used for evaluation of alternatives. Question 18, 19, 20 and 27 are used to gather details regarding order purchase and selection. Question 26 is used for gathering details regarding post purchase behavior. The questionnaire used for collecting data is in the appendix.
Limitations of the Study:

The samples chosen for this study may not fully represent the population, owing to the usage of convenient sampling instead of strict random sampling for gathering the data.
Methodology
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Methodology
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CHAPTER-4 DATA AND ANALYSIS
Data and Analysis
4. Data and Analysis

In all a total of 162 responses were collected of which 112 belonged to the target respondents of the study: 1) Students ( 41 responses) 2) IT/ITeS (71 responses). This chapter presents the data collected and its analysis to find out the factors that influence the attitude of these respondents towards ordering breakfast online. The following table gives the comparison between students and IT/ITeS professionals: Section 1: Demographic Details: The lifestyle of students was characterized by fun loving, variety seeking, adventurous, highly tech savvy, creative and innovative. On the other hand the lifestyle of IT/ITeS professionals was characterized by busy weekdays, stress prone jobs, fun filled weekends, highly tech savvy and not so innovative. Given below are the demographic details.
Table 1: Percentage of Respondents having easy access to internet and mobilephones.
Figure 15: Percentage of Respondents having easy access to internet and mobilephones.
Access to Internet and Mobile: 97.56% and 100% of the respondents who were IT/ITeS professionals and students had easy access to internet and mobile phones indicating the availability of necessary infrastructure for ordering breakfast online.
Understanding the factors that influence the attitude of consumers in ordering breakfast online.
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Data and Analysis

Section 2: Understanding the Need for breakfast:
Table 2: Percentage of respondents considering breakfast as an integral component of their daily meal.
Figure 16: Percentage of respondents considering breakfast as an integral component of their daily meal.
Table 3: Preferred time of having breakfast.
Figure 17: Preferred time of having breakfast.
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Data and Analysis
Table 4: Preferred breakfast cuisine.
Figure 18: Preferred breakfast cuisine.
Table 5: Number of items versus quantity of each item.
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Data and Analysis
Figure 19: Number of items versus quantity of each item.
Need for Breakfast: 97.56% of the respondents who were students and 95.77% of the respondents who were IT/ITeS professionals had a need for breakfast in their daily life 71% and 52% of the respondents who were students and IT/ITeS professionals preferred to have breakfast between 08:00 AM to 09:00 AM. Preferred Cuisine:
56% and 48% of the respondents who were students and IT/ITeS professionals respectively preferred having a mix of South Indian, North Indian, western and Maharashtrian dishes for their breakfast, followed by 26% of students and IT/ITeS professionals preferring only Maharashtrian and South Indian dishes respectively as their preferred breakfast cuisine.
Number of Items for breakfast: 39% of students prefer three items in their breakfast while only 24% of the IT/ITeS professionals prefer three items in their breakfast while 52% of IT/ITeS professionals prefer to have two items in their breakfast while only 34% of students prefer to have two items in their breakfast. The inference that can be drawn from this is that students prefer more items in breakfast compared to IT/ITeS professionals because of two important reasons:
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Data and Analysis

a) Students like variety and prefer greater choice available in breakfast reflecting in having more number of items in their breakfast. b) IT/ITeS professionals because of their sedentary work style prefer to have fewer items in their breakfast when compared to the students and feel that having fewer items in their breakfast indicated lesser calories and fat. Section 3: Understanding the Gap
Table 6: Percentage of Respondents skipping breakfast on any day.
Figure 20: Percentage of Respondents skipping breakfast on any day.
Table 7: Important reasons for skipping breakfast.
45% and 42.6% of the student and IT/ITeS respondents respectively skip breakfast on any day of the week, the most important reasons being: a) Lack of time for cooking breakfast at home. b) Non-availability of access to quality breakfast near their place of residence.
87.5% and 81% of the student and IT/ITeS respondents were interested in ordering breakfast to their door step.
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Data and Analysis

By identifying the existing gap businesses can fulfill this need by delivering breakfast at their doorstep solving the twin problems of the respondents because of which they skip breakfast. Practicality of the Idea of ordering breakfast online:
Figure 21: Practicality of ordering breakfast online.
100% and 96% of the respondents who are students and IT/ITeS professionals respectively consider ordering breakfast online practical.
Businesses should work to make the ordering platform user friendly, attractive and interactive. Businesses need to develop better website design in case of internet, quicker response rate in case of mobile calls, SMS, getting on social media like Facebook, Twitter, having a blog for the consumers to post their opinions and many innovative efforts to make the brand strong on the online space.
Critical Selection Factors:
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Data and Analysis
Table 8: Critical selection factors.
Both students and IT/ITeS respondents choose Nutritious Food as the critical selection factor followed by taste of food, hot and fresh, timeliness of delivery and lastly packaging of food.
Both the group of respondents choose nutrition above the other factors;
nutrition meaning wholesome food having essential nutrients like carbohydrates, vitamins, proteins, minerals.
The second important factor identified by the respondents is the taste of food. The implication of choosing taste of food after nutrition is important as it communicates that the respondents would not sacrifice nutrition for taste. On the other hand they would like to have tasty breakfast provided it has rich nutritious content in it.
The factor hot and fresh comes third indicating that nutrition, taste of food
would be acceptable only if it is hot and fresh.

Timeliness of Delivery comes fourth and it means that all the three above
factors be met and it should reach the consumer on time with good packaging as the last factor. The ranks assigned to each of the selection factor serves as a must requirement from the businesses that would like to cater to this segment. If businesses follow this check list in the order mentioned by the respondents they would be able to fulfill the need of the consumer ordering breakfast.
Subscription:
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Data and Analysis

49% and only 35% of the students and the IT/ITeS professionals respectively would like to buy breakfast from the vendor daily. 14% and 37% of the students and IT/ITeS respondents would like to order breakfast only on weekdays, whereas 27% and 14% of the students and IT/ITeS professionals would like to order breakfast only on weekends.
Figure 22: Subscription of online breakfast service.
Both students and IT/ITeS professionals are time pressed but their need for breakfast is different as shown in the data collected. Most of the IT/ITeS professionals would like to order breakfast from the online vendor only on their workdays. On holidays the IT/ITeS professionals either cook their own breakfast or eat elsewhere. Majority of students like to order breakfast daily. Even on weekends they like to order breakfast and dont prefer to have breakfast outside. On the other hand they would like to eat lunch, dinner elsewhere rather than breakfast. Only 14% of the students like to order breakfast only on weekdays when compared to 37% of IT/ITeS professionals. This means that there is a segment in the students who have breakfast on weekdays at eateries outside. These students have morning tuitions or special classes because of which they leave their place of residence early and have breakfast in some eatery outside. Identification of this difference in their preference towards subscription is important for businesses as they can provide exciting offers on weekends to attract students to choose their brand. In the case of It/ITeS professionals whose need for breakfast is more on weekdays, businesses can give exciting offers on weekdays packages, through special
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Data and Analysis

promotion campaigns targeting IT/ITeS professionals to choose this brand on weekdays for their breakfast needs. Price for the breakfast:
Table 9: Price willing to be paid for breakfast delivered at the place of residence.
Figure 23: Price willing to be paid for breakfast delivered at the place of residence.
44% of the student respondents are willing to pay between Rs. 30-40 while only 32% of the It/ITeS respondents are willing to pay between Rs. 30-40. 29% and 34% of the students and IT/ITeS professionals respectively are willing to pay between Rs. 20-30 for the breakfast while 22% and 30% of students and IT/ITeS professionals respectively are willing to pay between Rs. 40-50 for their breakfast.
We can categorize the IT/ITeS professionals into two groups: a) IT/ITeS professionals who have the alternative of having breakfast at their office canteen at a cheaper price. b) IT/ITeS professionals who dont have the alternative of having breakfast in their office canteens. IT/ITeS professionals who have this choice of having breakfast at their office canteens at a cheaper price are willing to pay only between Rs. 20-30, which explains
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Data and Analysis

the reason as to why there is larger percentage of IT/ITeS professionals than students who are willing to pay only between Rs. 20-30. Students who dont have alternatives to have breakfast dont mind paying between Rs. 30-40 for having a nutritious breakfast with other factors discussed above being delivered at their doorstep. The other group of IT/ITeS (30%) who dont have the alternative of having breakfast in their office canteens are willing to pay between Rs. 40-50 for breakfast per day. For this price range there are only 22% of the students respondents which indicate those majorities of students cannot afford to spend beyond Rs. 40 for their breakfast. In IT/ITeS and in students the sub segments which would choose to pay between Rs. 40-50 for breakfast delivered at their place of residence are: a) IT/ITeS professionals who dont have the alternative of having breakfast in their office canteens. b) Students having good pocket money or a part time income. Mode of Payment:
Table 10: Preferred mode of payment.
Figure 24: Preferred mode of payment.
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Data and Analysis

49% of the It/ITeS professionals and 57% of the students prefer to pay cash to the delivery person. 48% and 38% of the ITeS professionals and students respectively prefer to pay online. The reasons why still many IT/ITeS professionals and students prefer cash to delivery person over online payment is because still people feel unsecure in online payments, the main factor being loss of important details like credit card number, passwords and pin. If the brand is insistent in online payments then: It needs to build trust in online payments by acknowledgements on receiving the payment. Tying up with secure payment channel online like cc-avenue. Section 4: Attitude and factors influencing attitude towards ordering breakfast online. Factors creating positive attitude towards ordering breakfast online:
Table 11: Factors creating positive attitude towards ordering breakfast online.
Both students and IT/ITeS professionals are willing to order breakfast online because ordering breakfast online would enable them to save time to a large extent in their time pressed lifestyle. This validates the claim of Technology Acceptance model. The basic positioning of the brand should be that by choosing their brand, the customers would be able to save time in their morning busy schedule, as the brand
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Data and Analysis

would provide them breakfast at their doorstep. This is the basic necessity for a brand catering to this segment. The next important reason is that it is easy to use, the fact which is proven by their active participation online for surfing on the web, using internet for commerce. Brands can also leverage on this factor by enabling greater traffic to their website encouraging customers to write their feedbacks, potential customers to ask questions to clarify their doubt regarding the service.
Students consider positive recommendations about the online vendor from family and friends, the IT/ITeS professionals consider trust in the online vendor as the factor as the next important factor for developing a positive attitude to order breakfast online.
a) This is because of the social factors that affect the students. Students tend to make
decision based on suggestions from their reference groups which includes friends and family. The power of reference group has a greater impact in shaping the attitude of students when compared to IT/ITeS professionals. When the friends of students are quite satisfied with the brand they can recommend their friend students to buy the same. Businesses can use Recommend to a Friend plan to student subscribers wherein the existing buyer gets discounts and special offers if he recommends his friend(s) to buy from this brand; on every successful purchase based on recommendations, the existing customer can be given discounts, special privileges and other attractive prizes. Encouraging customers to Blog about the brand giving feedback motivates the students to buy this brand over other brand Past satisfying experience is online shopping is a factor that is ranked last among the five factors responsible for developing positive attitude towards ordering breakfast online.
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Data and Analysis

Factors creating negative attitude towards ordering breakfast online:
Table 12: Factors creating negative attitude towards ordering breakfast online.
Factors responsible for creating negative attitude towards ordering breakfast online: Fear of misuse of personal details online is the most important factor which prevents both students and IT/ITeS professionals from ordering breakfast online. a) The businesses should ensure that at no point in time the personal details of their vendors are misused without proper consent form the customers. b) They should be very careful in using the details of the consumers for promotions, advertisement campaigns etc. c) Customers should know that their personal details (like mobile number, address) would be kept confidential.
The next factor is lack of proper mechanism for discontinuing the service in the case of students and lack of proper feedback and complaint mechanism in the case of IT/ITeS professionals. This means that the online breakfast vendor should have a proper mechanism for discontinuing the service that is customer friendly. Similarly there should be a proper feedback and complaint mechanism that can take in the feedback of customers.
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Data and Analysis

Preferred Mode of complaint:
Table 13: Preferred mode of complaint.
Figure 25: Preferred mode of feedback and complaint to the online breakfast vendor.
40% of the students and 43% of the IT/ITeS professionals prefer using internet as a platform for sending their feedback and complaints.
This calls for an active website which is interactive and takes the feedback
and complaints of the respondents and acts immediately to solve the problems. The feedbacks of the customers should be kept on display for viewing by other visitors from the website. This can show satisfaction of customers on account of quicker response by the vendor. The next mode of communication for sending their feedback is through mobile SMS by students (25% of the respondents) and telephone calls by IT/ITeS professionals (28% of the respondents).
Mobile SMS is another mode of sending feedback, communication and
complaint to the vendor. This requires active responses on the mobile platform with words of assurance and acknowledgements from the vendor.
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Data and Analysis

Mobile SMS could also be used as a promotional method which could be forwarded to other friends by the students. Telephone is the second preferred mode of sending feedback, communication and complaint by the IT/ITeS professional to the vendor. Telephone communication calls for a kind, objective and emotionally mature response from the vendor which requires professional approach to answer the customers questions. IT/ITeS professionals require a proper channel to send their feedback and complaints to the breakfast service provider. The implications for the online breakfast service provider from this is: a) The opinion of the IT/ITeS respondents needs to be respected and acknowledged. b) Immediate steps and action needs to be taken to work towards solving the dissatisfaction of the customers on account of poor service or product. With regards to the students there are three important messages from the students psychographic profiling: a) If the service is not satisfactory for students they would immediately switch for a different brand. b) Even if the students are satisfied with the current product, in order to retain them the online breakfast provider should work towards introducing new variety; change in menu which would create a situation for students to stay with the particular brand. Otherwise for new variety and different cuisine, students would change the brand.
c) The product breakfast alone (which includes the critical selection
factors mentioned above) would not suffice for winning loyalty. The Brand should be special and distinguishable from other brands to win loyalty among students. The online breakfast vendor needs to look into the personality and lifestyle of students, which would mean: Giving free movie tickets for movie lovers on weekends for long standing customers. Discount in shops in malls visited by students on holidays. Special offers in bookshops for students buying breakfast from this brand.
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Data and Analysis
Any other ways of satisfying the needs of the students based on their lifestyle and personality.
With regards to the IT/ITeS professionals, the online breakfast service provider should work hard to ensure that the It/ITeS professionals build trust in the online vendor. This could be possible if: a) The online breakfast vendor satisfies both the basic need (home delivered breakfast by keeping in the critical selection factors) and the acquired needs (that satisfies his social needs). b) The online breakfast vendor could build an excellent communication channel with the IT/ITeS professionals to understand the needs of the It/ITeS professionals and work towards satisfying the same. From the analysis done Herzbergs Two Factor theory becomes relevant here with the concepts of dissatisfiers that the online breakfast vendor needs to strive to ensure that it doesnt occur in both IT/ITeS professionals and students while also ensuring that he provides satisfiers to both students and IT/ITeS professionals.
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Data and Analysis
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CHAPTER-5 CONCLUSION AND RECOMMENDATIONS
Conclusion and Recommendations
5. Conclusion and Recommendations

The year 1991 marked the opening of the Indian Economy by allowing liberalization, privatization, and globalization. The policy initiatives undertaken there upon radically changed the economic set-up of the country leading to integration with the rest of the world resulting in a substantial change in the growth of the nation since 1991.(). During the past two decades the economy had significant growth with the GDP (at factor cost) increasing by more than 300% from 1990-91 to 2010-11 (). The economic reforms also resulted in sweeping changes in the structure of the society-both rural and urban. Migration to cities in search of better economic opportunities was the most noticeable transformation witnessed during the past two decades. Along with this change there has been a phenomenal development of communication with rise of mobile phones, internet enabled devices making communication easier than before. With many people moving to the cities and living by themselves for occupational reasons there has been a significant change in the eating and living habits of people in cities today. This study was undertaken to understand the factors that influence the attitude of people towards toward ordering breakfast online which involves ordering breakfast to their place of residence using internet enabled devices as well as mobile phones. For the purpose of the study key localities in the city of Pune, Maharashtra in India was selected, the reason being the prospects of these localities in Pune being high growth areas in terms of technological reach and influx of lot of migrants from other places for occupational reasons. A sample of 162 responses comprising a mix of all ages and gender was selected and a survey (which comprised of personal telephone and e-mail based interviews) was conducted to study their attitudes toward breakfast, and their attitude towards using online facilities (internet enabled devices as well as mobile phones) to order and fulfill their need for breakfast. Of these 162 respondents, the IT/ITeS professionals and students living by themselves in Apartments as Paying Guests, Hostels without availability of food which comprised of 112 respondents in all (71 IT/ITeS professionals and 41 students) were the most interesting were as they were highly tech savvy and likely to adopt a shift in their behavior from eating breakfast outside to ordering it to their doorstep online as they had a need for this service.
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Findings: The significant findings of this study are:
1. IT/ITeS professionals are more time constrained compared to the other group of
respondents-students. During their workdays they prefer to order breakfast online and want the breakfast delivered to them between 08:00 AM to 09:00 AM. The price they are willing to pay for this service depends on availability of alternatives for having breakfast. In case of easy availability of other alternatives for breakfast, they are willing to pay between Rs. 20-30. In case of non-availability of alternatives for breakfast, they do not mind paying up to Rs. 50 for their breakfast.
1. Students are time constrained like the IT/ITeS professionals and would not mind
paying between Rs. 30-40 for their breakfast. The important reason why students are willing to order breakfast is non-availability of alternatives for breakfast.
2. Both groups prefer having a mix of cuisine that includes South Indian, North Indian,
and Maharashtrian dishes for their breakfast.

3. Attitudes of IT/ITeS professionals and the factors influencing their attitudes:
a) They are time constrained and prefer breakfast served to them in their homes. b) Due to their sedentary work style they prefer to have fewer items in their breakfast compared to students (only two varieties per breakfast) as they feel that having fewer items in their breakfast indicates lesser calories and fat. c) 96% of the respondents are comfortable ordering breakfast online through internet, mobiles and around 60% of the respondents prefer to pay cash to the delivery person than online payments.
d) A majority of the respondents want breakfast served to them to be nutritious,
tasty, hot and fresh when it reaches them, packaging properly, and delivered to them on time. This can be done by providing vital information on the nutrition of each breakfast served to them. The standard of hygiene adopted during preparation and delivery of breakfast can be put on the website for consumers to see.
About packaging of food, the respondents want the packaging to be done
in such a way that it ensures retention of nutrition along with being hot and fresh when delivered to the consumer.
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The website can also provide additional details towards lifestyle planning for IT/ITeS where details of Yoga, Pranayama, and Aerobics are displayed to create in the consumers mind that this breakfast brand has the consumers wellbeing at heart apart from serving him just online breakfast.
1. Attitudes of students and factors influencing their attitudes: a) They are time constrained and welcome breakfast served to them in their homes. b) They prefer to have greater number of items compared to the IT/ITeS
professionals, with lesser quantity of each item in their breakfast (three varieties per breakfast) at the given price.
c) They are very comfortable ordering breakfast online through internet, mobiles and
prefer to pay cash to the delivery person than through online payments.
d) They want that breakfast served to them is nutritious, tasty, hot and fresh when it
reaches them, packaging properly and delivered to them on time, every time.
This can be done by providing vital information on the nutrition of each
breakfast served to them and its benefits like it helps them stay more active in their classes during their study. The hygiene standards followed during preparation of the food can be put on the website. About packaging of food, the students want the packaging to be done in such a way that it retains the taste while being hot and fresh when delivered to them. The website can also provide additional details for lifestyle planning for the dynamic students with details of Gym facilities, Tennis Clubs, and any other sports facilities available in the city to create in the students mind that this breakfast brand desires to create in the students a spirit of wellbeing and physical fitness apart from serving him breakfast alone.
1. Both IT/ITeS professionals and students want breakfast served to them to be
nutritious, tasty, hot and fresh when it reaches them, packaged properly and delivered to them on time, every time. 2. Other significant findings on the factors that created a positive attitude towards ordering breakfast online:
a) Recommendations by friends had a great impact in motivating the students to
ordering breakfast online. This means that the reputation and image of online breakfast vendor has a significant role to play in the purchase decision of Student Consumer in choosing a particular brand.
Understanding the factors that influence the attitude of consumers in ordering breakfast online. Page 57

b) IT/ITeS professionals consider their direct experience with the online vendor to
be more reliable than peer influences. This means that they are concerned more about the reliability of the online breakfast vendor (in delivering nutritious food, tasty, hot and fresh when it reaches consumers, packaged properly and delivered on time) along with its reputation and image.
c) Both students and IT/ITeS professionals want the online-breakfast website to be
interactive wherein they can post their comments and opinions, connect with social media.
d) Variety and innovation offered in the service by the online breakfast vendor like
giving something new to the students more than just changing the breakfast menu. 1. Other significant findings on the factors that create a negative attitude towards ordering breakfast online:
a) Both students and IT/ITeS professionals fear their personal details being
misused while carrying out online transactions thereby are wary in ordering breakfast online. This indicates that the online breakfast vendor should have a strong reputation for his unstinted commitment in ensuring privacy of the consumer.
The businesses should ensure that at no point in time the personal details of
their vendors are misused without proper consent form the customers. They should be very careful in using the details of the consumers for promotions, advertisement campaigns etc. Customers should know that their personal details (like mobile number, address) would be kept confidential.
a) Lack of proper mechanism for discontinuing the service is another factor
because of which majority of students are cautious in ordering breakfast online.

There should be a proper mechanism for discontinuing the service
promptly. Here it could also be suggested that the online breakfast vendor finds out the reasons for the consumer discontinuing the service based on which he can work to redesign his offering thereby satisfying the needs of all his consumers if he discovers the absence of any important feature in his current offering.
a) Lack of proper feedback and complaint mechanism is an important factor over
which most IT/ITeS professionals when compared to students express their concern in ordering breakfast online.
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There should be a proper feedback and complaint mechanism that enables
consumers to send their feedback and complaint to the online breakfast vendor because without such mechanism, the service itself becomes ineffective with the communication between the consumer and the online breakfast vendor being lost thereby leading to dissatisfaction in the consumer for not being heard.
Ensuring a proper feedback and complaint mechanism and quicker
response from the online breakfast vendor to address the consumers grievances the online breakfast vendor could create a reputation of being consumer friendly and build a strong image for his brand.
1.
Both students and IT/ITeS professionals validate Technology Acceptance Model, the claims of the model being a very important factor for them to order breakfast online.
2.
Both students and IT/ITeS professionals validate Theory of Reasoned Action and Theory of Planned Behavior.
Summary: The findings of the study has shown that Students and IT/ITeS professionals living by themselves away from their native place in major cities, particularly the high growth cities like Pune and having easy access to internet & mobile phones are more inclined to order breakfast online to their place of residence. They would be willing to order breakfast on a regular basis once they are assured that the breakfast provided to them has variety of items that is nutritious, tasty, hot, and fresh when it reaches them and delivered on time. They do not mind spending extra for this breakfast service if they do not have other alternatives nearby. However, they dread that their personal details might be misused while transacting online and consider lack of proper feedback mechanism including lack of mechanism for discontinuing the service as factors that prevents them from ordering breakfast online. Businesses that are interested in serving the needs of this segment can use the findings of this study to adopt appropriate marketing strategies to reach out to these segments profitably while fulfilling the need of these segments. Recommendations for Future Study: The data comprising students and IT/ITeS could be further diced and sliced for getting details that are more specific. For example, in the case of IT/ITeS sector, data
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could be collected for bachelors, working couples; BPO or a KPO for getting details that are more specific. Similar studies can also be done on consumers working in manufacturing and non-IT sectors. By using data from GIS database where consumers are categorized on the basis of their occupation and lifestyle, studies can be done to predict the consumers probable behaviour. GIS Technology can be used for identifying the location of the kitchen of the online breakfast vendor thereby optimizing his distance from the localities that are being catered to by the online breakfast vendor, ultimately reducing the time taken to reach the time pressed consumer on time. Studies can be done to understand the role of brand image of online businesses. Studies can be done on designing a model for effective communication channel between online-breakfast vendor and consumers thereby designing innovative advertisements and promotional campaigns.
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REFERENCES AND BIBLIOGRAPHY
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APPENDIX
Appendix
Appendix: Questionnaire
1.) Are you a resident of Pune? Yes ( ) No ( ) 2.) Which area of Pune do you reside? ____________________________________________ 3.) Indicate the type of residency in which you live ( ) Independent house ( ) Apartment/ Flats 4.) What is your age group? ( ) Below 15 ( ) 15-25 ( ) 20-25 ( ) 25-35 ( ) 45-55 ( ) 50-55 ( ) 55 and above ( ) 30-35 ( ) 35-45 ( ) 40-45 ( ) Paying guest/ Hostel
5.) Please indicate your Occupation ( ) IT/ITeS ( ) Manufacturing ( ) Government Sector ( ) Student ( ) Others
( ) Retired from Work ( ) Self Employed/ Business
If "other" please specify below or else proceed to next question ____________________________________________ The questions that follow are intended to: 1) Understand your attitude regarding breakfast. 2) Know whether you have access to proper breakfast. 3) Know your preferred cuisine for breakfast. 4) Find out if you are interested to avail breakfast at your doorstep through alternate means. 6.) Do you consider breakfast as an integral component of your daily meal? ( ) Yes ( ) No
7.) On an average do you skip breakfast on any day of the week? ( ) Yes ( ) No
If your answer to the above question is Yes" please answer the next question. If "No" please proceed to Q.No 9. 8.) If yes to the above question indicate the reasons for skipping your breakfast.
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Appendix
[ ] Lack of time [ ] Nonavailability of Quality Breakfast.
[ ] Nonavailability of your preferred breakfast cuisine. [ ] Nonavailability of breakfast at affordable price. [ ] Nonavailability of eatery during the morning rush hours If "other" to the above question please specify below ____________________________________________ 9.) Would you like to avail good quality breakfast at affordable price delivered at your door step through alternate means like ordering through mobile, internet etc.? ( ) Yes ( ) No [ ] Other
10.) What time of the day do you like to have your breakfast? ( ) Before 6:00 AM ( ) 6:00-6:30 AM ( ) 6:30-7:00 AM ( ) 7:00-7:30 AM ( ) 7:30-8:00 AM ( ) 9:30-10:00 AM ( ) 8:00-8:30 AM ( ) 8:30-9:00 AM ( ) 9:00-9:30 AM
( ) anytime of the day
11.) Indicate your preferred vegetarian cuisine for your breakfast ( ) South Indian (Idli, Vada, Pongal, Dosa et al) ( ) North Indian ( Paratha, Chapathi, et al) ( ) Maharashtrian (Kanda Pohe, Sabudana Kichdi et al) ( ) Western (Sandwich, Burgers et al) ( ) Mix of the above
( ) Contemporary breakfast (Cornflakes with milk, Bread Jam et al) ( ) other If your option for is "Other" please specify your preferred breakfast cuisine. ____________________________________________ 12.) For the preferred cuisine chosen by you above in Q. no 10 please mention names of some of the dishes you would like to have as your breakfast.
Combos or Combinations of breakfast is a new style in today's breakfast wherein you get a variety of breakfast combinations everyday as part of your daily breakfast. [e.g.: 1) Aloo Paratha, Gobi Paratha, Onion Paratha, 2) Kandha Poha, Upma, and Sabudana Kichdi]. The next question is to find out if you are interested in opting for combos or not. 13.) Are you interested in having a combination of various menus as part of your daily breakfast ( ) Two varieties ( ) Three Varieties ( ) Four Varieties ( ) none of the above
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Appendix
14.) Rank the following parameters related to your breakfast according to their level of importance by ranking them from 1-5. (1-Most important, 5- Least important). Note: Only one unique rank can be assigned to each parameter. _______Packaging of Food _______Timeliness of Delivery _______Taste of Food (Spicy/ Bland) _______Nutritious food _______Hot n Fresh 15.) Indicate the type of packaging you would like to have for your breakfast. ( ) Traditional Packaging (e.g. banana leaves et al) ( ) Paper Packaging ( ) Plastic Packaging
( ) Aluminium / Silver Foil Packaging ( ) Customer's own Tiffin Boxes (Plastic/ Metal) ( ) Bio-degradable Materials for Packaging (recyclable paper) In the next question we are interested to know your preference for allowing the breakfast menu to be chosen by the vendor himself. Under this option the vendor would draw the menu himself (say on a weekly/monthly basis) and intimate you in advance regarding the breakfast you would get each day. 16.) What type of breakfast style do you prefer? ( ) Breakfast menu of your choice which you can inform your vendor in advance ( ) Breakfast menu decided by the vendor himself which is informed to you in advance 17.) What type of drinks (non-alcoholic) would you like to have with your breakfast? [ ] Hot Beverages (Coffee, Tea, milk et al) [ ] Cold Beverages (Cold Coffee, Cold Tea et al) [ ] Fresh Fruit juices [ ] none of the above
18.) For the breakfast combinations as indicated below ( a sample breakfast menu that you would get on any specified day) what price would you prefer to pay per meal? For example: North Indian: [ Chapathi ( 2 Nos) + Curry] + Drink of your Choice South Indian:[ Idlis ( 3 Nos) + Vadas ( 2 Nos) +Chutney/ Sambar]+ Drink of your choice. Maharashtrian: [Sabudana Vada (1 No.)+Kanda Pohe + Chutney + Drink of your choice] Western [ Sandwiches ( 2 Nos) + Salad ]+ Drink Of your Choice. Combos: Your preferred variety of breakfast combination + Drink of your choice
Appendix
( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50-60 ( ) Above 60 19.) Would you like to avail the breakfast service to your doorstep on a subscription basis? ( ) Daily ( ) Weekdays only ( ) Weekends only ( ) Weekly ( ) Monthly ( ) Quarterly ( ) Half Yearly ( ) Annual ( ) None of the above 20.) Where would you like to have your breakfast delivered? ( ) Place of residence /Doorstep ( ) Work place ( ) Take-Away from the outlet 21.) Do you have easy access to internet or mobile phone? ( ) Yes ( ) No The questions that follow are intended to understand your attitude towards using internet or mobile phone for ordering your breakfast on a subscription basis. 22.) Have you ever ordered for goods online? ( ) Yes ( ) No
23.) How do you rate the idea of ordering breakfast online on a subscription basis? ( ) Practical ( ) Can't Say ( ) Impractical
24.) Rank the relative importance of the factors from 1-5(1- Most Important, 5- Least Important) among the parameters given below that motivate you to order your breakfast online on a subscription basis. Note: Only one unique rank can be assigned to each parameter. _______Saves Time _______Easy to use _______My past satisfying experience with online shopping _______Trust in the online vendor _______Positive Recommendation towards the online vendor by my friends and family 25.) From the parameters given below related to the perceived challenges that prevent you from ordering/ subscribing breakfast online rank their relative importance from 1-5 ( 1- Most Important, 5- Least Important). Note: Only one unique rank can be assigned to each parameter. _______Lack of knowledge in using internet for online transactions _______Fear of loss of personal details like credit card number, telephone number etc _______Lack of human touch in online transactions _______Lack of proper feedback and complaint mechanism
Appendix
_______Lack of proper mechanism for discontinuing the service. 26.) By which medium of communication(s) do you prefer to send your feedback/ complaints and instructions to the online breakfast service provider? [ ] Internet [ ] Mobile Internet [ ] Telephone Calls [ ] Social Networking
[ ] Meet in person [ ] Mobile SMS [ ] other: please specify below If "other" to the above question please specify or proceed to next question ____________________________________________ 27.) Which mode of payment do you prefer to make to the online breakfast service provider? ( ) Internet Banking ( ) Mobile Banking ( ) Cheques/ DD ( ) Cash to delivery person.
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UNDERSTANDING THE FACTORS THAT INFLUENCE THE ATTITUDE OF CONSUMERS IN ORDERING BREAKFAST ONLINE

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI SATHYA SAI INSTITUTE OF HIGHER LEARNING

MY GUIDE AND GOAL

SRI SATHYA SAI INSTITUTE OF HIGHER LEARNING (DEEMED TO BE UNIVERSITY)

Vidyagiri, Prasanthi Nilayam 515134, Anantapur District, Andhra Pradesh, India

Sri Arvind Hejmadi (Project Guide)

Prof. Shiv R. Pandit (Head of Department)

G. Nagarjun (Regd. No: 10459) Place: Prasanthi Nilayam Date:

SRI SATHYA SAI INSTITUTE OF HIGHER LEARNING (DEEMED TO BE UNIVERSITY)

Vidyagiri, Prasanthi Nilayam 515134, Anantapur District, Andhra Pradesh, India

Introduction and Theoretical Background...............................................1

1.1. Overview of the scenario..........................................................................1

1.2. Statement of the Problem:.......................................................................2

1.3 Need and Significance of the Study:..........................................................2

1.4 Scope of the Study:...................................................................................3

2.2) Consumer Behavior:.................................................................................5

The Buying Decision Process: The Five-Stage Model.......................................9

1) Theory of Reasoned Action:......................................................................10

Theory of planned Behavior:.........................................................................11

Technology Acceptance Model:.....................................................................13

1.5 Scheme of Chapters................................................................................14

Scheme of literature Review:...........................................................................15

2.1) The E-commerce and M-commerce market in India...............................16

2.2) People Who Use the Internet:...............................................................18

2.3) What people do online in India?.............................................................19

2.4) Factors affecting Online consumer Search behaviour:...........................21

2.5) Factors motivating and de-motivating consumers to buy online:..........24

2.7) Changing Breakfast Consumption..........................................................29

3.1 Nature of Study:.........................................................................................33

3.2 Objectives of Study:...................................................................................33

3.3 Data Collection:..........................................................................................33

The Model for the Study:..................................................................................34

4.4 Research Instrument:.................................................................................38

4.4.1 Methodology of the study:....................................................................38

4.4.2 Questionnaire Design:..........................................................................38

Limitations of the Study:..................................................................................39

4. Data and Analysis........................................................................................41

Section 1: Demographic Details:......................................................................41

Section 2: Understanding the Need for breakfast:............................................42

Section 3: Understanding the Gap....................................................................45

5. Conclusion and Recommendations............................................................57

Recommendations for Future Study:................................................................62

References and Bibliography...............................................................................63

Table 13: Preferred mode of complaint.

CHAPTER-1 INTRODUCTION AND THEORETICAL BACKGROUND

Introduction and Theoretical Background

1.Introduction and Theoretical Background

Introduction and Theoretical Background

Introduction and Theoretical Background

Students who are not native of Pune and lived by themselves.

Introduction and Theoretical Background

differently to different marketing mix elements and programs.

The five patterns of target market selection:

Introduction and Theoretical Background

the complete market with one offer.

Introduction and Theoretical Background

Introduction and Theoretical Background

Introduction and Theoretical Background

The Buying Decision Process: The Five-Stage Model

Figure 2: Buying Decision Process: The Five Stage Model

Introduction and Theoretical Background