Impact of Pricing Strategies on Food Delivery App Usage Among Indian Youth: The Mediating Role of Perceived Convenience
Impact of Pricing Strategies on Food Delivery App Usage Among Indian Youth: The Mediating Role of Perceived Convenience
Authors:
Aqsa Fatima and Dr. Ram Kumar Singh
2nd Year Law Student, Amity University Raipur, Chhattisgarh, India Assistant Professor, Amity University Raipur, Chhattisgarh, India
Abstract: This study investigates the influence of pricing strategies, discounts, delivery fees, and subscription models on the usage of food delivery applications among Indian youth, specifically exploring the mediating role of perceived convenience. With India’s digital food delivery market projected to reach significant heights, understanding Gen Z and Millennial behavior is crucial. Data was collected from 150 respondents using a structured questionnaire. Findings indicate that while pricing strategies significantly drive initial adoption, perceived convenience acts as a vital mediator that sustains long-term app usage. The study concludes that price sensitivity among Indian youth is balanced by the value of timesaving and ease of access.
Keywords: Food Delivery Apps, Pricing Strategies, Perceived Convenience, Indian Youth, Zomato, Swiggy, Consumer Behavior.