Consumer Behaviour and Digital Marketing Strategies in Chennai’s Culinary Industry: Impact of Online Food Delivery Platforms on Restaurant Sustainability in Chennai City
Dr. R. BHAGYALAKSHMI, Associate Professor, PG & Research Department of Commerce, Government Arts College, Nandanam, Chennai-600 035, India.
Corresponding author -blakshmir78@gmail.com
Ms. DEEPIKA. B, Research Scholar, PG & Research Department of Commerce, Government Arts College, Nandanam, Chennai-600 035, IndiaTop of Form
Abstract
The culinary industry in Chennai has experienced rapid growth and transformation due to the increasing adoption of digital technologies and changing consumer behaviour. This study aims to examine the influence of consumer behaviour and digital marketing strategies on restaurant sustainability, with special reference to the impact of online food delivery platforms.
The research adopts a quantitative approach, using primary data collected from 160 respondents through a structured questionnaire. A proportionate random sampling technique was used to ensure fair representation. Statistical tools such as percentage analysis, Chi-square test, correlation, and regression analysis were applied to analyse the data.
The analysis reveals that digital marketing strategies have a significant positive effect on attracting and retaining customers, while online food delivery platforms like Swiggy and Zomato significantly enhance restaurant performance and customer reach. However, consumer behaviour alone does not show a statistically significant impact when considered independently. The combined effect of these factors plays a crucial role in determining restaurant sustainability.
The study concludes that effective use of digital marketing strategies and online food delivery platforms is essential for achieving growth, profitability, and long-term sustainability in Chennai’s competitive culinary industry.
Keywords:
Consumer Behaviour, Digital Marketing, Online Food Delivery, Restaurant Sustainability, Culinary Industry
