THE EFFECT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR TOWARDS ONLINE FOOD DELIVERY SERVICE

Abstract

Online food service is the newly started business in India. In this business, food is directly delivered to consumer’s home or the place where they are situated. Online food service providing companies expand their business by way of advertisement and sales promotion activities. So this study aims at finding whether or not advertisements influence consumer’s buying behavior towards online food delivery service. Previous studies have been conducted on the topics of consumer behavior and satisfaction on online food service but this study is to know the effectiveness of advertisement on consumer buying behavior towards online food delivery service. To analyse the effectiveness of advertisement, Chi-square, t-test and ANNOVA have been used. 120 sample respondents have been selected on the basis of multistage random sampling method.