Abstract

The purpose of this study was to determine vendor’s perception about using an online food delivery platform (third-party aggregators’ operations). The objectives of the research are to find the factors that influence vendors’ decisions to use online food delivery platforms, as well as the rewards and challenges they face, and the perception of their utility. The study follows a descriptive survey. Target population of this research is Madurai market. Convenience sampling was used and the sample size was 75 vendors using online food delivery platform. Primary data was collected using semi-structured questionnaires. To characterize and summarize data, descriptive statistics were employed. The research used SPSS software for analyzing the data. The study found that the online food delivery platforms help the vendors to reach more customers and establish their brand in the society and it also helps for the promotion of sales. It also becomes so convenient for both the vendors as well for the customers. Even though it is convenient, they are also facing some issues like transaction issues, lack of human touch and high charges for promotional activities.