IMPACT OF ONLINE ORDERING PIZZA ON CUSTOMER BUYING BEHAVIOR IN KARACHI

Abstract

Purpose The aim of this research paper is to explore the reasons of lack of online ordering in the pizza industry which are spending heavily on the online medium for the ease of the customers. In Pakistan there are third party food portal websites like food panda, eatoye which have the portfolio of the various online food businesses. Users visit such third party websites and may found the menu of a variety of the food business. Such sites help in getting the orders and receive their commission based on the order received. This researcher will reveal the factors which cause the impediments in the success of the online pizza ordering. The model use for this is Technology Acceptance Model (TAM) Methodology/sample This is a quantitative research where the researcher aims to gather the data via self- administered questionnaires with the aim to explore the online pizza ordering in Karachi. The sample size chosen for this study is 300, the sampling technique will be convenience sampling where the respondents will be selected on the convenience of the researcher. Data is analyzed by means of inferential and descriptive analysis. Findings Perceived usefulness (PU) have a significant influence on attitude towards usage for online pizza ordering (ATU). This is supported by the fact that online pizza ordering saves the time of the user as compared to the traditional dinning or call pizza ordering. Also there are various site that assist in comparing the various pizzas and the current deals offered by the pizza restaurants / chains. Online pizza ordering usually offer discount that are not available in the call delivery and pizza dinning that saves the money of the user. Also online pizza sites offer a variety of pizza that could not be known to the user by other means. Also this study finds a strong relation between easy to use of the new technology and usefulness of the technology of online pizza ordering, except for the mobile pizza apps where the user of Karachi are reluctant to use or order their pizza. Visiting the websites are more suitable and comfortable for the users. This study did not find any significant relation between Perceived ease of use (PEOU) and attitude towards usage for online pizza ordering (ATU). The main reason is the lack of awareness for the use of the online pizza ordering and the trust on the www sites. The traditional way has more one to one communication touch that is lack in the www sites for the online pizza ordering. Practical Implications This research is of significant worth for the third party online food ordering particularly the pizza ordering. This research is also useful for the management of pizza chain having their website for the online pizza ordering. This research explained them what is desirable and what is not for the utilization of the online pizza ordering by the user of Karachi.