Consumer Awareness on Food Delivery Services Through Digital Marketing in Coimbatore District
Title
Consumer Awareness on Food Delivery Services Through Digital Marketing in Coimbatore District
Authors
Krishnaveni | Singaravelu
Keywords
Consumer | Food Delivery
Publication Details
Vol: 11; No: 4; Dec. 25 | ISSN: 2455-3921
Abstract
The rapid expansion of digital marketing has transformed consumer behaviour, particularly in the food delivery sector. In recent years, Coimbatore district has witnessed significant growth in online food delivery platforms such as Swiggy, Zomato, and Uber Eats, driven by increasing Smartphone penetration, internet accessibility, and lifestyle changes. Consumer awareness regarding these services plays a pivotal role in determining their adoption and long-term success. This study aims to examine the level of consumer awareness toward food delivery services facilitated by digital marketing in Coimbatore district. The research highlights how factors such as promotional offers, social media advertisements, mobile applications, and user-friendly interfaces influence consumer decisions. Further, the study explores the extent to which digital marketing strategies create trust, convenience, and satisfaction among consumers. It also investigates challenges such as data privacy, hidden charges, and delivery delays, which may affect consumer perceptions. Findings indicate that younger consumers, particularly students and working professionals, exhibit higher awareness due to active social media usage and digital literacy. Meanwhile, middle-aged and rural consumers show moderate awareness, often influenced by word-of-mouth and peer recommendations. The study concludes that digital marketing has significantly enhanced consumer awareness in the food delivery segment, yet continuous efforts in transparency, personalized engagement, and service reliability are essential for sustainable growth in Coimbatore district. The outcomes of this research provide useful insights for both marketers and policymakers in improving the effectiveness of digital marketing strategies in the food delivery industry.
Corresponding Author
V.Krishnaveni, Research Scholar, C.B.M.College, Coimbatore, Tamil Nadu, India
