MARKETING MIX OF FOOD DELIVERY SERVICE BY ZOMATO IN BANGALORE AND THE IMPACT OF CUSTOMER ENGAGEMENT
Shailesh Kumar*, PGDM Student, Dayananda Sagar Business School, Bangalore; Email: k873shailesh@gmail.com
Abstract:
This study aims to analyse the marketing mix strategies implemented by Zomato, a prominent food delivery service in Bangalore, and explore the impact on customer engagement on its business performance. The study focuses on understanding the key elements of Zomato’s marketing mix, including product, price, place, and promotion, and their effectiveness in attracting and retaining customers. Furthermore, the study examines the relationship between customer engagement and various performance indicators, such as customer satisfaction, loyalty, and word-of-mouth referrals. The research employs a mixed-methods approach, combining quantitative data from surveys conducted among Zomato customers in Bangalore with qualitative insights gathered through online available interviews of Zomato’s marketing and customer service teams. The survey responses were collected from a sample of 100 Zomato customers, ensuring a diverse representation of demographic characteristics and usage patterns. The findings of this study contribute to the existing literature on food delivery services and marketing mix strategies by providing empirical evidence on the effectiveness of Zomato’s marketing efforts in the Bangalore market. The results shed light on the significance of customer engagement as a key driver of business success in the food delivery industry, highlighting the importance of building strong relationships with customers through personalized experiences, timely communication, and responsiveness to feedback.
Keywords: Zomato, food delivery service, marketing mix, customer engagement, Bangalore, customer satisfaction, loyalty, word-of-mouth referrals, surveys, qualitative research.
For Citation of this paper: Kumar, S. (2024). Marketing mix of food delivery service by Zomato in Bangalore and the impact of customer engagement. VLEARNY Journal of Business, 1(3), 13– 21. https://doi.org/10.5281/zenodo.12594455
References:
- https://www.zomato.com/about
- https://www.zomato.com/business
- https://www.statista.com/outlook/emo/online-food-delivery/india
- https://www.chittorgarh.com/ipo_subscription/zomato-ipo/1126/
- https://www.business-standard.com/companies/news/zomato-maintains-55-fooddelivery-gmv-lead-vs-swiggy-in-cy22-kotak-123062900471_1.html
- https://www.financialexpress.com/business/brandwagon-analysing-zomatosmarketing-strategy-a-case-study-of-digital-success-or-marketing-fail-3455176/
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