Online food delivery, the new normal: A systematic study of determinants of consumer buying behavior

The demand for online food delivery (OFD) services surged in recent years due to the growing trend of busy lifestyles and convenience-oriented behavior. The study aimed to explore the key factors that influenced consumer behavior toward online food delivery services. Understanding these factors was expected to assist online food delivery aggregators in developing effective marketing strategies and enhancing customer satisfaction. The study utilized a mixed-methods approach, incorporating both quantitative and qualitative data collection techniques. Primary data was gathered from 350 users of OFD applications, and inferential statistical tools, such as the Kruskal‒Wallis test, were employed for data analysis. The research focused on a sample of online food delivery service users in central India. The major findings revels that, businesses should be aware of the diverse influences of age, occupation, and income on customer preferences and concerns. By combining customized approaches with universal strategies, they can create a well-rounded customer-centric approach that caters to a broad range of needs and ultimately boosts satisfaction and competitivenes. This balanced approach aimed to optimize efficiency, facilitate targeted marketing, and provide a competitive edge, ultimately contributing to a more customer-centric and successful business model.