Consumer Behaviour Towards Online Food Delivery Services: A Study of Rajkot City

Abstract

The rapid expansion of online food delivery services (OFDS) has significantly transformed consumer purchasing behaviour in India, particularly in urban and semi-urban regions. Driven by increasing smartphone penetration, digital payment systems, and evolving lifestyle patterns, platforms such as Swiggy and Zomato have redefined food consumption practices. This research investigates consumer behavior related to online food delivery services in Rajkot city, emphasizing the factors that shape usage habits, customer satisfaction, and long-term loyalty toward these platforms. The study follows a descriptive and analytical research approach, using primary data gathered through a structured questionnaire administered to 60 participants within the age group of 18 to 60 years.. Convenience sampling was employed, and statistical tools including descriptive statistics and Analysis of Variance (ANOVA) were used to interpret the data. The study evaluates various factors such as convenience, pricing strategies, food quality, delivery efficiency, application usability, and customer reviews. The results indicate that convenience is the primary factor shaping consumer behavior, with pricing strategies and promotional discounts emerging as the next most important influences. Additionally, the ease of app navigation and the quality of the user interface contribute significantly to improving the overall user experience, especially among younger users. While overall satisfaction levels are high, challenges such as inconsistent food quality and occasional delivery delays persist. Furthermore, demographic analysis indicates that income level and age significantly influence consumer preferences, with higher-income users prioritizing service quality over price sensitivity. The study contributes to the existing literature by focusing on post-pandemic consumer behaviour in a tier-2 city context, which remains underexplored. The results provide valuable insights for online food delivery platforms and restaurant partners to enhance service quality, optimize pricing strategies, and improve customer retention mechanisms. The study concludes by offering practical suggestions for stakeholders and highlighting potential directions for future investigations, particularly in exploring the behavioral and psychological aspects that influence digital consumption patterns.