A STUDY ON THE IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR WITH REFERENCE TO ZOMATO IN DELHI NCR

Abstract

With the appearance of online business blast in India, the Indian shopper has seen his life being moved by online business in pretty much every vertical from web based shopping to ticket appointments, medical care, and so on. One of such verticals is e-food industry, which has effectively used the online business stage in the online food survey and food requesting business. This is a vertical, which has acquired pretty much every eatery India under a single rooftop in the possession of the shopper. Presently, viewing as an incredible spot to eat, requesting food, holding tables, and giving positive or then again regrettable criticism for a café has become extremely simple and available for the purchaser. This vertical has shown colossal development throughout the course of recent years implying the undiscovered capacity. The trailblazer and head of this section in India has been Zomato. Zomato is a brand, which each purchaser would partner to when he thinks about an e-food stage. The objective of the research is to check what kind of impact advertising on the minds of the consumer. We have chosen Zomato’s advertising strategy for the same. We have collected data by surveying 100 people from Delhi NCR from different age group, professions. The findings are: It was observed 58% of the respondents order food atleast once a weak and Most of them preferred ordering food from Swiggy followed by Zomato. Respondents ordered from Zomato mostly once in a week. About 48% of them come across Zomato’s advertisement atleast once a week. Most of them see Zomato’s advertisement in Youtube, followed by Social media platforms. Around 58% feels that the ads are moderately accurate. Keywords- Zomato, Zomato advertising, Consumer buying behavior, Impact of advertising.