Millennials^ Online Food Aggregator Consumption Patterns and Customer-Based Brand Equity
Dr. Amrinder SIngh, Dr. Geetika madan, Dr. Pritpal Singh Bhullar

Dr. Amrinder Singh
Associate Professor, Department of Management,
Jain (Deemed-To-Be) University, Bangalore, Karnataka, India
s.amrinder[at]jainuniversity.ac.in

Dr. Geetika Madaan
Assistant Professor
University centre for research and development
Chandigarh university, Mohali

Dr. Pritpal Singh Bhullar
Assistant Professor, University Business School
Maharaja Ranjit Singh Punjab Technical University Bathinda
bhullar_pritpal36[at]yahoo.co.in

Abstract

Due to the advanced technology knowledge, millennials are currently heralded as the generation that will change the world. Their demand for home meal delivery services is growing, and they represent a major percentage of the industry. The substantial change in millennials^ eating habits over the past several years is mostly attributable to the internet^s pervasive availability. To understand how brand equity affects them in the quickly developing meal delivery market, it is critical to explore this relationship. 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 that was acquired from a sample of millennials who responded to a closed-ended questionnaire. According to how strongly they disagreed or agreed with each statement, respondents were requested to rate each one on a five-point Likert scale, from ^strongly agree.^ to ^strongly disagree^. Around 200 persons from the Tricity area were recruited for the study- of these, 38 questionnaires were deleted, 18 of which were missing key information, and 20 of which had questionable responses. The remaining respondents were then chosen. As a consequence, 162 participants in total participated in this study. The results show a positive correlation between the four brand equity factors and millennials^ buying preferences. To put it another way, millennials^ use of online food aggregators is significantly driven by their opinions of quality, brand loyalty, and brand association-all of which are significantly influenced by their brand equity. Our 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).

Keywords: Brands, internet Food Aggregators, Millennials, Consumer habits.

Topic: Marketing management