NOLEGEIN-Journal of Consumer Behavior & Market Research

Analyzing the Influence of Marketing Tactics in the Fast- Food Sector on Consumer Behavior

Mr. Nilesh Kumar Prajapati — 2024-03-05

India's diverse culture, which is made up of several states and regions, is implicitly reflected in its diverse cuisine. Home-cooked meals are a tradition among Indians, and both religion and the individual enjoy them. However, due to rising awareness of and influence from western civilization, there has been a slight shift over time in the food consumption pattern among urban Indian households. The economic shifts led to the entry of numerous MNC brands in the fast-food business into the Indian market.. The fast-food sector is currently expanding in India and adapting to the country's dietary needs. It is becoming more accepted and commonplace, especially among young people in India. The claim that sales promotion techniques used by these MNCs, including heavy advertising, combo deals, inexpensive meals etc. have radically altered every area of the FMCG market, notably in the food goods with specific reference to Banaskantha district, is empirically tested in this article. This empirical study explores the hypothesis that the sales promotion tactics used by these global behemoths, which include everything from ubiquitous advertising to tempting combo deals and low-cost meal options, have significantly changed a few FMCG market segments, especially the food product category. We investigate the complex interactions between local consumption habits and global marketing strategies, with a particular emphasis on Banaskantha district, providing insight into the changing food scene in contemporary India.

APPROACHES TO EVELUATING ONLINE STORE

Dawood Shah Nazari — 2024-02-22

Even though many customers in the US and Europe often purchase online, even though many customers in the US and Europe often purchase online. Considering this, this study suggests a paradigm to improve researchers' comprehension of consumers' opinions toward internet buying and their propensity to do so. The concept extends the Technology Acceptance Model (TAM) components through exogenous variables and applies them to the situation of online purchasing. The analysis demonstrates that convenience, utility, and enjoyment are not the only factors influencing views about online purchasing and intention to shop online., but also by external elements such as customer characteristics, environmental circumstances, product attributes, prior online purchasing experiences, and confidence in online shopping. The study pinpoints important exogenous variables that have a big impact on people's attitudes and intentions toward internet purchasing. These include attributes of the customer, situational circumstances, product attributes, past online purchasing experiences, and the all-important component of trust in the online shopping environment. The research endeavors to offer a more comprehensive and nuanced viewpoint on the intricate interplay of variables that influence consumers' decisions to purchase online by incorporating these varied elements into the framework. To improve researchers' comprehension of the multitude of impacts on consumers' attitudes regarding online shopping and their intents to engage in e-commerce activities, this study offers a strong and thorough framework that synthesizes the TAM with a variety of exogenous variables. By adopting a comprehensive strategy

A STUDY ON ANALYSIS OF BENEFITS RECEIVED AND PROBLEMS FACED BY DELIVERY PERSONS OF ONLINE FOOD DELIVERY SERVICES

Ms. Roshni Vlecha — 2024-02-22

Online Food Delivery services today are quite popular and one of the most preferred services across many urban cities. Many people prefer ordering from these food delivery applications as its ease of use, gets food deliver at the doorstep within shortest time possible. The one of the main factors that contributes to successful working of these services is their delivery partners. These delivery persons work 24*7 to ensure food is being picked up from the restaurant as soon as they receive and gets it delivered to the customer. Considering this main aspect in consideration, researcher has attempted to make a study to understand the benefits received and the various problems faced by the delivery persons of these various online food delivery services across India. However, the report highlights the significant hurdles that these delivery experts encounter. One of the most noticeable concerns is the rigorous nature of the work, as they must maneuver through a variety of traffic situations and weather obstacles to make timely deliveries. Concerns about safety on the road and during client contacts emerge as significant elements influencing delivery personnel's well-being. Furthermore, the gig economy nature of their work raises concerns about job security and access to critical benefits like insurance and healthcare. The study's goal is to provide a comprehensive overview of delivery personnel's experiences across various online food delivery businesses in India. The research aims to provide significant insights to the business, governments, and the general public by examining both the good and negative elements of these people' experiences. Finally, the purpose is to create a better knowledge of the delivery ecosystem, with the intention of instigating positive changes to improve the general well-being and working circumstances of these important contributors to the online food delivery ecosystem.