A Study on analysis of Marketing Strategies adopted by Online Food Retailers in Bengaluru A Case Study of Swiggy and Zomato

Abstract

The only constant in the VUCA world is digitalization. Digital transformation has changed newlinethe way the human beings lived in on this planet. The change is not just restricted to the newlinecorporate world or technology space, it has entered even in our day-to-day activities. There newlineare two dimensions of speedy adoption of the digitization, one being the need for newlineconvenience and other one being the availability of technology. The demand for such product newlineand services which provides convenience has grown exponentially, this resulted in a huge newlineopportunity for the innovators to develop solutions and make it into a business proposition. newlineOne of such innovation is online food delivery platforms, which allows customers to order newlinefood on online platforms. This research is aimed at studying the strategies adopted by two newlineonline food retailers that lead them to be successful. The study focuses on marketing newlinestrategies of two leading the online food retailers (aggregators)Swiggy and Zomato. The newlineresearch also attempts to focus on customer perception and satisfaction of the services newlineprovided by Swiggy and Zomato. newlineThe study was carried out in Bengaluru city Karnataka. It is important to note that 30% of the newlinetotal online food retail business is contributed by one city Bengaluru. The cosmopolitan newlinenature of the city makes it an ideal research area. The data was collected using structured newlinequestionnaire from the citizen of Bengaluru. It was made sure that the all regions of the city newlinewere represented along with gender and different age groups. The data was analysed for newlineusing appropriate statistical tools such as Regression analysis. Chi-Square test etc. A total of newline17 hypotheses were tested to draw interpretations which lead to the major findings of the newlinestudy. newlineIt was observed that the consumers don t find significant point of difference between these newlinetwo firms in terms of the services offered, marketing campaigns and target market of the newlinefirms. This shows that firms are operating in similar context and competing on similar newline