A Study on Consumer Behaviour towards Digital Food App Services in India

Kritika Mahensaria and Supriyo Patra

Chapter 4 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 55-65 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Digital food apps have gained immense popularity during the ongoing pandemic as the world took a step forward towards going contactless in terms of shopping and delivery. COVID-19 hampered the restaurant business dramatically. However, in times of crisis, digital food delivery applications and their distribution channels served as a bridge between people stuck at home and restaurants operating in order to earn a living and sustain themselves. The major objective of this study is to examine consumers’ behaviour towards digital food app services in India. The study is also aimed at determining awareness-creating sources and understanding the relationship between income and money spent on meals on each occasion. It also focuses on determining the factors influencing consumers’ motivation to place orders online.The research methodology focused on cross-sectional research design, and primary data were collected from 150 respondents across India from varying demographics with the aid of a structured questionnaire.The data analysis consisted of chi square tests in SPSS, along with graphical methods of analysis and study. The findings of our study highlighted that social media is the most preferred source for creating awareness; higher incomes result in inflated spending, with cash on delivery and e-wallets being the preferred modes of payment by the elderly and youth, respectively.These insights are expected to facilitate brands in understanding the behaviour of their target audience better and in developing effective marketing and promotional strategies. This will help them gain popularity and make the most of the current situation, which is driving people further towards using digital applications.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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