| Abstract: |
The exponential growth of digital food delivery services in India has transformed consumer dining habits, particularly in Tier-II cities of North India. This study examines consumer attitudes and behavioral intentions toward online food delivery platforms in cities like Chandigarh, Jaipur, Lucknow, and Dehradun. Employing the Technology Acceptance Model and Theory of Planned Behavior, this research investigates factors influencing adoption patterns among 385 respondents aged 18-45 years. Data collection utilized structured questionnaires and convenience sampling during January-March 2025. Results indicate that perceived ease of use, service quality, promotional offers, and delivery time significantly influence consumer satisfaction and reuse intention. The study reveals that 68.3% of respondents order food online at least once weekly, with average order values ranging from ₹350-₹500. Platform preference shows Swiggy (42.1%) and Zomato (39.7%) dominating the market. Statistical analysis demonstrates significant correlations between convenience motivation, price consciousness, and platform loyalty. Findings suggest that Tier-II city consumers prioritize value-for-money propositions and reliable delivery over premium features. This research contributes to understanding digital consumption patterns in emerging urban markets and provides strategic insights for platform operators targeting non-metropolitan regions. |
