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Role of Sensory Marketing in Millennials' Online Food Aggregator Consumption Patterns: A Brand Equity Study
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Author(s): Amrinder Singh (Jain University (Deemed), India), Amandeep Singh (Chitkara Business School, Chitkara University, India), Geetika Madaan (University Centre for Research and Development, Chandigarh University, India)and Murat Unanoglu (İstanbul Aydin University, Turkey)
Copyright: 2023
Pages: 14
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch012
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Abstract
Due to the advanced technology knowledge, millennials are currently heralded as the generation that will change the world. The substantial change in millennials' eating habits over the past several years is mainly attributable to the internet's pervasive availability. This study looks at how millennials in the Tricity area (Chandigarh, Mohali, and Panchkula) who utilise online food aggregators behave in terms of their consumption. The study's top four online food aggregators were determined to be Zomato, Swiggy, and Food Panda. The research is based on primary data from a sample of millennials who responded to a closed-ended question. The results show a positive correlation between the four brand equity factors and millennials' buying preferences. The finding shows that repeat purchases are more likely when food aggregators offer great quality and millennials are loyal to and care about a brand. But there is a lesser correlation between millennials' shopping preferences and a factor of brand equity (brand awareness).
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