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Decoding Consumer Behavior in Online Food Delivery: a Qualitative Analysis

Year: 2025

Type: article

Abstract: The rapid growth of online food delivery (OFD) services has transformed consumer dining habits, with factors such as convenience, pricing, service quality, and digital experience playing crucial roles in shaping consumer behavior. This study explores the perceptions, preferences, and decision-making processes of OFD consumers in Coimbatore, employing a qualitative thematic analysis approach. Data were collected through semi-structured interviews, focus group discussions (FGDs), and a supplementary survey involving 150 respondents. The findings reveal that convenience is the most significant driver of OFD adoption, followed by pricing sensitivity, service reliability, and digital platform usability.

Source: International Journal For Multidisciplinary Research

DOI: 10.36948/ijfmr.2025.v07i02.38796

Authors: E. Sri Varsini, -, Dr. K. Mohana Ranjani -

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4408916244

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