Exploring the Role of Demographic and Psychographic Variables in Shaping Consumer Behavior towards Online Food Delivery Services

During the past decade, the restaurant industry is expanding at a fast speed and will continue in the future. With an annual growth rate of 7%, the Indian restaurant industry is worth Rs. 75000 crore. As the lifestyle of people changed, they have a lack of time in the fast-paced time of today. This problem has been solved with the advancement in the field of e-commerce where customers receive their products at their doorstep. Development of technology in various fields leads Indian food and restaurant service towards online food ordering businesses with the help of various self or third-party online food delivery portals. The Indian online food delivery market is anticipated to be an opportunity of $17.02 billion by 2023, registering an annual growth rate of 16 percent. The present research focuses on the study of data obtained from users of online food delivery services via an online questionnaire. The objective of the analysis is to analyse the demographic factors influencing the choice of OFD services and the consumption pattern of OFD services. The sample size consists of 256 people aged 18 years and over. The study reveals customer pattern of using OFD services and explore the association of demographic factors with service consuming behavior.