In today’s landscape, there is immense competition between companies due to the huge multitude of brands existing in the market. This is true, especially with similar products from different brands. In such a scenario, one of the major factors that set a product apart from another is the brand image and promotion techniques of the brand. Major promotion techniques included in this research are advertising, personal selling, public relations, direct marketing, digital marketing. The study incorporates a rigorous and systematic effort to uncover how advertising stimulates the consumption patterns of consumers on online food services platforms. For this, we took the example of Zomato and Swiggy. The purpose is to know what the influencing factors are, their perception and overall satisfaction towards online food delivery services. The objective of this project is to understand and analyze the impact of advertising on the purchase decision of consumers in the online food delivery industry and determine how a person processes various sensation. We took an average sample size of 100 participants and analyzed their responses to study consumer behavior. This research is both exploratory as well as illustrative. Different factors and determinants have been considered while analyzing the behavior and attitude of people towards their consumption patterns and its aspects (considering advertisements as the prominent parameter). It aided us to comprehend the extent to which people are aware regarding the psychology behind digital advertisements. Our major point of focus was on analyzing the impact of digital advertisements and marketing campaigns of Zomato and Swiggy. Our findingsshow that advertising is the most influential promotional technique. With the online era and immense reach of social media, social media promotion has become one of the most popular platforms for promotion as well. It is concluded that the audience's response towards brands, brand awareness and sensory stimulated advertising have a positive relationship with consumer buying behavior. Moreover, if the organization tries to analyze the consumers' perception, it can alter its products accordingly, and gain competitive advantage.
Digital advertisements, Online Food Delivery Services, Consumer Perception, Online Consumption Pattern, Consumer Behavior.
Unique Paper ID: 64
Publication Volume & Issue: VOLUME 3 , ISSUE 1
08 Oct 2023Submit Paper