Food War: It’s Effect on Gen Y and Z

Abstract

Purpose: In this fast track competitive world , the youth is no longer dependent on Maggi to kill their hunger, as their world revolves over the fingertip not leaving food behind. The Internet has not left any stone unturned as smartphone users are able to order food just by downloading an application and ordering over various Online Food Delivery apps. The study emphasizes on online food delivery channels (apps) and its effect on customer buying decisions. It mainly focuses on how different food delivery apps are competitive and customer-oriented so that they don’t lose their customers. The study spotlights on the internal war among the Online Food Delivery apps on how they compete to lead the race. Hence the study intent to find the effect on buying behavior of Gen Y and Gen Z. This study is applicable in terms of objective and various hypotheses framed.
Research Methodology: The self-administered questionnaire was designed using Google Form and the data was collected with the help of Whatsapp, Facebook and email in the region of Hyderabad. The analysis of data was performed using SPSS.
Conclusion: A plethora of options to choose from, the Indian customer is increasingly being spoilt of choices when it comes to food delivering services. Food from local ‘dhabas’ to high- end restaurants is only a touch away on the smartphones, all due to the amazing expansion of food tech industry in India.