Volume : 9, Issue : 3, MAR 2023

DRA ANNUAL NATIONAL CONFERENCE ON RESEARCH, EDUCATION AND SUSTAINABLE DEVELOPMENT: OPPORTUNITIES & CHALLENGES

IMPACT OF FOOD PHOTOGRAPHY ON CONSUMER BEHAVIOR TOWARDS ONLINE FOOD DELIVERY SERVICES

DR.RANJEETA MADHWANI, DR. PRIYANKA DAYA CHOUDHARY

Abstract

The online food industry has seen tremendous growth in recent years. The consumer behaviour towards food services has also changed to a great extent. What can be more convenient than just to click luscious cuisine and get it delivered at doorstep. The delicious image of double-cheese pizza loaded with extra cheese toppings or dum biryani in golden bowl or the visual of kadai paneer with roasted paneer cube often makes mouth water and stimulates appetite. The mouth-watering food pictures create visual appeal and tempts consumer to place prompt orders. Further in online food ordering, food images draw consumer’s attention and help them to understand the product to place orders conveniently. Therefore, it is imperative for online food service providers to include food photographs in their menu list and make it impressive. The present study contributes to the literature by investigating the impact of food photographs on consumer behaviour. The focus of study is to carefully explore the relationship between food photos and consumer behaviour in online food delivery services. The research findings based upon the data collected from respondents indicate that consumer prefer viewing food photos present in menu list than reading the text-based menu. Researcher observed that food pictures present in menu list influence the consumer’s intent to order and have direct impact on consumer’s buying behaviour in online food delivery services.

Article : Download PDF

Cite This Article

-

Article No : 25

Number of Downloads : 1055

References

1. Liu, Hongbo & Feng, Shunzi & Hu, Xingbao. (2022). Process vs. outcome: Effects of food photo types in online restaurant reviews on consumers’ purchase intention. International Journal of Hospitality Management. 102. 103179.10.1016/j.ijhm.2022.103179.

2. Gunden, N., Morosan, C. and DeFranco, A. (2021), "Are online food delivery systems persuasive? The impact of pictures and calorie information on consumer behavior", Journal of Hospitality and Tourism Insights, Vol. 4 No. 4, pp. 457472. https://doi.org/10.1108/JHTI-07-2020-0127

3. Meersseman E, Geuens M, Vermeir I. (2021),”Take a Bite! The Effect of Bitten Food in Pictures on Product Attitudes, Purchase Intentions, and Willingness to Pay.” Foods. 2021 Sep 4;10(9):2096. doi: 10.3390/foods10092096. PMID: 34574206; PMCID: PMC8472206.

4. G, Raghu. (2021), “Influence of Food Photography on Consumer Purchasing Behaviour”,  Available at SSRN: https://ssrn.com/abstract=3903156

5. Sherly Christivanny Lie. (2018), “An Investigation of Food Photography and Consumption Behaviour in 18-29-Year Olds”,  7 September 2018 Dissertation submitted in part fulfilment of the degree of MSc in Global Marketing, published in The York Management School University of York

5. Sherly Christivanny Lie. (2018), “An Investigation of Food Photography and Consumption Behaviour in 18-29-Year Olds”,  7 September 2018 Dissertation submitted in part fulfilment of the degree of MSc in Global Marketing, published in The York Management School University of York

WEBSITES

1. https://www.treeringdigital.com/importance-quality-product-photosecommerce/

2. https://www.ergonode.com/blog/the-importance-of-product-photos-in-ecommerce

3. https://www.ibef.org/industry/ecommerce, IBEF (E-commerce Industry report-june, 2022)

4. https://www.snappr.com/enterprise-blog/high-quality-food-photos-can-increaseorders-on-restaurant-delivery-apps-by-