A Study on the Impact of Digital Marketing Strategies of Swiggy on Brand Awareness and Customer Satisfaction
Ishant Srivastava¹, Dr. Supriya Agrawal²
Assistant Professor
¹ (Student, Bachelor of Business Administration, Amity University, Lucknow, Uttar Pradesh)
² (Assistant Professor, Bachelor of Business Administration, Amity University, Lucknow, Uttar Pradesh).
ABSTRACT:
Digital technology's explosive growth has drastically changed marketing strategies in many sectors, most notably the food delivery industry. One of the top online meal delivery services in India, Swiggy, has successfully used digital marketing techniques to increase client happiness and brand exposure. The purpose of this study is to investigate how Swiggy's digital marketing tactics—such as influencer partnerships, mobile app promotions, social media marketing, search engine marketing, and tailored notifications—affect consumer satisfaction and brand awareness. Using primary data gathered via structured questionnaires and secondary data from journals, reports, and online publications, the study uses a descriptive research approach. The results show that Swiggy's steady online presence, innovative marketing strategies, and customer-focused promotions have greatly improved customer perceptions and brand memory. According to the study's findings, digital marketing is essential for enhancing Swiggy's brand image and raising customer happiness while also pointing out areas that still need work.
The food-tech industry has become a high-frequency consumer touchpoint due to the quick digitization of the Indian economy. This study looks into how Swiggy's digital marketing tactics affect two important pillars: customer satisfaction and brand awareness. The study examines Swiggy's multi-channel presence, including social media marketing (SMM), search engine optimization (SEO), and AI-driven hyper-personalization, using a mixed-method research technique.
Keywords: Digital Marketing, Swiggy, Brand Awareness, Customer Satisfaction, Online Food Delivery, Social Media Marketing, Consumer Behavior.
