STUDY ON CONSUMER BEHAVIOUR TOWARDS MARKETING STRATEGIES OF JUBILIANT FOOD WORKS

Abstract

In the rapidly changing world of consumer-focused industries, customer purchasing habits are evolving quickly, significantly impacting the Quick Service Restaurant (QSR) sector, particularly in the pizza industry. This shift in consumer behaviour affects aspects such as menu choices, pricing, service quality, convenience, and the demographic profile of customers. Marketers face the challenging task of engaging with today's youth, as their shifting preferences, driven by trends and fashion, shape purchasing patterns. Consequently, significant resources and effort are invested annually in market research to anticipate and understand the changing behaviour of young consumers. As businesses aim to attract and retain customers, new technologies continue to emerge in the industry. Smartphones play a crucial role in navigating the dynamic market and societal landscape. The availability of affordable mobile network services has made internet access more accessible, enabling individuals to stay connected. This has led to an increase in reliance on the internet, particularly among younger generations, for exploring QSR options and services. Food businesses utilize digital marketing strategies to appeal to customers, especially the younger demographic. According to a report published in Economics, India's internet user base was projected to reach 627 million by the end of 2020. This surge in internet use has fueled the trend of off-premises ordering, with customers opting for online orders for delivery or pickup. Digital channels present challenges for QSR marketers, as modern consumers prefer online ordering and delivery services over traditional in-restaurant dining. To address these challenges and seize opportunities, QSR businesses have implemented various marketing strategies, such as: • Online Ordering Platforms: User-friendly apps and websites for placing orders, making payments, and tracking delivery offer customers easy access to their favourite pizzas. Customizable options, including various toppings, crusts, and sauces, along with gluten-free and vegan alternatives, cater to diverse VII preferences. Many QSRs have their own apps for ordering to encourage customer loyalty and simplify the ordering process. • Delivery and Takeout Services: Pizza chains have enhanced delivery options and established efficient takeout systems, either by partnering with third-party delivery apps or creating their own services. They may also have their own delivery personnel or fleet to meet customer demand. • Promotions and Loyalty Programs: Offering deals, discounts, and rewards to frequent customers fosters repeat orders and customer loyalty, as seen with Domino's cheesy rewards program. • Social Media Engagement: Utilizing platforms such as Instagram, Facebook, and Twitter to highlight new menu items, limited-time promotions, and customer experiences helps connect with a younger audience. Given the influence of the younger generation's purchasing habits, marketers in the QSR industry must constantly adapt their strategies to remain competitive. Customers not only use the internet to order food but also to compare prices, menu options, and customer reviews. The web provides QSR businesses with an opportunity to efficiently reach existing and potential customers and expand their market reach. Leading QSR chains in India include Domino's, McDonald's, KFC, and Pizza Hut. Five essential factors shape consumer perceptions of digital QSR services: information, user-friendliness, satisfaction, security, and the effective use of information for comparing different restaurants and offerings. By emphasizing these elements, QSR businesses can meet the evolving preferences and expectations of today's tech-savvy consumers.