Panoramic Advancement of Digital Marketing: Impact of Personalized Promotion Factors on Consumer Purchase Intention Concerning Food Delivery Apps

Abstract

In the ever-evolving digital marketing landscape, personalised promotions have drawn substantial attention to enhance consumer engagement and boost sales. By using data analytics and consumer preferences, Food delivery applications have started customizing promotional messages to specific customers. It also started promoting its services based on the customer’s search for restaurants or food, previous orders, and payment history. In this way, food delivery apps try to understand their target customers and provide personalized messages to them. There are many food delivery apps providing services to the customer but among them, the researchers have chosen the two popular food delivery apps namely Swiggy and Zomato. Therefore, this study throws light on how such personalised promotions influence consumers' views and purchase intentions. For the study, the data was collected from 100 respondents. By using a structured questionnaire, this study uses a descriptive methodology to collect data from consumers. The collected data was analysed by using regression analysis and it was found that minimum consumers are attracted by the personalised promotions done by the food delivery apps.