A BEHAVIOURAL STUDY ON THE PROSPECT THEORY ANALYSIS OF WORKERS IN THE ONLINE FOOD MARKET; A CASE STUDY ON THE SAMBALPUR DISTRICT OF ODISHA WITH A SPECIAL REFERENCE TO ZOMATO VALET BOYS

Abstract

The present study has focuses on the key aspect of labourer behaviour from the prospect theory and the framing effect point of view. By collecting primary data of the Zomato valets or Zomato delivery boys in the studied area, the present article has clearly defined the various reasons for leaving the previous jobs of the respondents as well as the different lucrative aspects of Zomato which pull the labourers from the other unorganised sectors of the city. The Daniel Kahneman and Amos Tversky prospect theory model has been applied in this study. Both the value function graph and mathematical model of the prospect theory model has satisfied the objectives of the study which is to compare the socio-economic conditions of the respondents between the previous and present job as well as to analyse the major aspects of Zomato to make the company attractive for the workers. To describe the framing effect, the present study has also consider the consumer rating platform of Zomato and its importance in attracting the workers from various unorganised sectors of the studied area.