Exploring Age and Gender Influences on Consumer Behaviour in Online Food Delivery Services

Authors

  • Krish Zaveri United World Institution of Management, Karnavati University, Gandhinagar, India
  • Nevil Thacker United World Institution of Management, Karnavati University, Gandhinagar, India
  • Suhani Patel United World Institution of Management, Karnavati University, Gandhinagar, India
  • Mayank Meghwal United World Institution of Management, Karnavati University, Gandhinagar, India
  • Rahul Chauhan United World Institution of Management, Karnavati University, Gandhinagar, India
  • Andino Maseleno International Open University, Gambia
  • Kharchenko Raisa The North-West Institute of Management of the Russian Presidential Academy of National Economy and Public Administration (NWIM RANEPA)

DOI:

https://doi.org/10.38035/dijefa.v5i6.4227

Keywords:

Online food delivery, demographics, customer satisfaction

Abstract

This study examines the demographics and behaviours of online food delivery service users in Ahmedabad, focusing on age and gender influences. Data from 99 respondents reveal a predominance of young male users, with significant findings indicating that age affects the frequency of service use and satisfaction with issue resolution. Conversely, gender shows no significant impact on usage patterns or customer experiences. The analysis highlights the importance of tailoring marketing strategies to target different age groups while emphasizing universal improvements in service quality. Future research could explore additional demographic factors and regional variations, contributing to a broader understanding of consumer behaviour in the global online food delivery market. These insights are essential for enhancing customer satisfaction and driving growth in this evolving industry.

References

Abhishek, Mukherjee, S., & Patra, Y. (2023). UrbanClap: Market Place for On-Demand Services (A). Indian Institute of Management Ahmedabad, 1–23. https://doi.org/10.1108/CASE.IIMA.2023.000011

Agarwal, S., Gupta, A., & Roshani, P. (2023). Redefining HRM with Artificial Intelligence and Machine Learning. In P. Tyagi, N. Chilamkurti, S. Grima, K. Sood, & B. Balusamy (Eds.), The Adoption and Effect of Artificial Intelligence on Human Resources Management, Part A (pp. 1–13). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80382-027-920231001

Aggarwal, A., & Agarwal, R. (2023). Mamaearth: a brand growth story. Emerald

Emerging Markets Case Studies, 13(4), 1–26. https://doi.org/10.1108/EEMCS-082023-0308

Agrawal, S., Singh, V., & Upadhyay, Y. (2021). Structural model of information quality framework to e-agri supply chain. Journal of Advances in Management Research, 18(4), 609–634. https://doi.org/10.1108/JAMR-06-2020-0113

Arora, M., Gupta, J., & Mittal, A. (2023). Adoption of food delivery apps during a crisis: exploring an extended technology adoption model. Global Knowledge, Memory

and Communication, ahead-of-print(ahead-of-print). https://doi.org/10.1108/GKMC01-2023-0005

Behl, A., Rajagopal, K., Sheorey, P., & Mahendra, A. (2022). Barriers to entry of gig workers in the gig platforms: exploring the dark side of the gig economy. Aslib Journal of Information Management, 74(5), 818–839. https://doi.org/10.1108/AJIM-08-20210235

Bhattacharya, S., & Chattopadhyay, S. (2022). WoW! Momo – creating a sustainable WOW in innovative QSR chain brand. Emerald Emerging Markets Case Studies, 12(2), 1–39. https://doi.org/10.1108/EEMCS-05-2021-0168

Chaudhari, S. L., & Sinha, M. (2021). A study on emerging trends in Indian startup ecosystem: big data, crowd funding, shared economy. International Journal of Innovation Science, 13(1), 1–16. https://doi.org/10.1108/IJIS-09-2020-0156

Chauhan, H., Panday, P., Upadhyai, R., & Shukla, G. P. (2024). Pizza Italia – Indian pizza brand in the battle of David vs Goliath. Emerald Emerging Markets Case Studies, 14(1), 1–18. https://doi.org/10.1108/EEMCS-08-2023-0291

Chawla, U., Verma, B., & Mittal, A. (2024). Unveiling barriers to O2O technology platform adoption among small retailers in India: insights into the role of digital ecosystem. Information Discovery and Delivery, ahead-of-print(ahead-of-print). https://doi.org/10.1108/IDD-09-2023-0104

Dabas, S., Sharma, S., & Manaktola, K. (2021). Adoption of digital marketing tools in independent businesses: experiences of restaurant entrepreneurs in India and United Kingdom. Worldwide Hospitality and Tourism Themes, 13(2), 214–235. https://doi.org/10.1108/WHATT-09-2020-0120

Gupta, S., & Prashar, S. (2023). Zomato.com: 10-min delivery. Emerald Emerging Markets Case Studies, 13(4), 1–24. https://doi.org/10.1108/EEMCS-04-2023-0095

Gupta, V., & Duggal, S. (2021). How the consumer’s attitude and behavioural intentions are influenced: A case of online food delivery applications in India. International Journal of Culture, Tourism and Hospitality Research, 15(1), 77–93. https://doi.org/10.1108/IJCTHR-01-2020-0013

Guru, S., Verma, S., Baheti, P., & Dagar, V. (2023). Assessing the feasibility of hyperlocal delivery model as an effective distribution channel. Management Decision, 61(6), 1634–1655. https://doi.org/10.1108/MD-03-2022-0407

Hamid, S., Azhar, M., & Sujood. (2023). Behavioural intention to order food and beverage items using e-commerce during COVID-19: an integration of theory of planned behavior (TPB) with trust. British Food Journal, 125(1), 112–131. https://doi.org/10.1108/BFJ-03-2021-0338

Hammer, A., & Karmakar, S. (2021). Automation, AI and the Future of Work in India. Employee Relations: The International Journal, 43(6), 1327–1341. https://doi.org/10.1108/ER-12-2019-0452

John, K. T. (2023). Digital disruption: the hyperlocal delivery and cloud kitchen driven future of food services in post-COVID India. International Hospitality Review, 37(1), 161–187. https://doi.org/10.1108/IHR-06-2021-0045

Kaur, P., Dhir, A., Ray, A., Bala, P. K., & Khalil, A. (2021). Innovation resistance theory perspective on the use of food delivery applications. Journal of Enterprise Information Management, 34(6), 1746–1768. https://doi.org/10.1108/JEIM-03-2020-0091

Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management, 33(4), 1129–1159. https://doi.org/10.1108/IJCHM-05-2020-0477

Lavuri, R., Kokatnur, S., & Thaichon, P. (2024). Quick-commerce: green initiatives on customer brand engagement. Asia Pacific Journal of Marketing and Logistics, aheadof-print(ahead-of-print). https://doi.org/10.1108/APJML-05-2023-0396

Malik, A., Budhwar, P., & Srikanth, N. R. (2020). Gig Economy, 4IR and Artificial Intelligence: Rethinking Strategic HRM. In P. Kumar, A. Agrawal, & P. Budhwar (Eds.), Human & Technological Resource Management (HTRM): New Insights into

Revolution 4.0 (pp. 75–88). Emerald Publishing Limited. https://doi.org/10.1108/9781-83867-223-220201005

Mondal, S., & Samaddar, K. (2022). Future of sharing economy and its resilience post pandemic: a study on Indian travel and tourism industry. Management of Environmental Quality: An International Journal, 33(6), 1591–1610. https://doi.org/10.1108/MEQ-12-2021-0284

Mukhopadhyay, S., & Bouwman, H. (2019). Orchestration and governance in digital platform ecosystems: a literature review and trends. Digital Policy, Regulation and Governance, 21(4), 329–351. https://doi.org/10.1108/DPRG-11-2018-0067

Paluri, R. A., Jain, R. U., & Sankara Narayanan, R. (2022). Zomato’s race to capture the foodtech market. Emerald Emerging Markets Case Studies, 12(2), 1–28. https://doi.org/10.1108/EEMCS-04-2020-0103

Pandey, S., Chawla, D., & Puri, S. (2022). Food delivery apps (FDAs) in Asia: an exploratory study across India and the Philippines. British Food Journal, 124(3), 657–

https://doi.org/10.1108/BFJ-01-2020-0074

Puram, P., Gurumurthy, A., Narmetta, M., & Mor, R. S. (2022). Last-mile challenges in on-demand food delivery during COVID-19: understanding the riders’ perspective using a grounded theory approach. The International Journal of Logistics Management, 33(3), 901–925. https://doi.org/10.1108/IJLM-01-2021-0024

Purohit, S. (2023). Meesho: reselling in the grocery or e-commerce segment? Emerald

Emerging Markets Case Studies, 13(4), 1–21. https://doi.org/10.1108/EEMCS-062023-0198

Ram, P. K., Pandey, N., & Paul, J. (2024). All about Social Coupons! Evolution, Review and Research Directions. Marketing Intelligence & Planning, ahead-of-print(ahead-ofprint). https://doi.org/10.1108/MIP-07-2023-0369

Ramadan, Z., & Kanso, J. (2023). Zomato: shaping the future of food. Emerald

Emerging Markets Case Studies, 13(1), 1–16. https://doi.org/10.1108/EEMCS-062022-0214

Rana, J., Gaur, L., Singh, G., Awan, U., & Rasheed, M. I. (2022). Reinforcing customer journey through artificial intelligence: a review and research agenda. International

Journal of Emerging Markets, 17(7), 1738–1758. https://doi.org/10.1108/IJOEM-082021-1214

Ray, A., Bala, P. K., Rana, N. P., & Dwivedi, Y. K. (2022). Predicting ratings of social media feeds: combining latent-factors and emotional aspects for improving performance of different classifiers. Aslib Journal of Information Management, 74(6), 1126–1150. https://doi.org/10.1108/AJIM-12-2021-0357

Rishi, B., & Dani, V. V. (2022). Keep Good Shape (KGS) – the expansion dilemma.

Emerald Emerging Markets Case Studies, 12(2), 1–20. https://doi.org/10.1108/EEMCS-09-2021-0301

Sachdev, N., & Singh, K. N. (2023). Role of Fintech for MSME and Start-up Ecosystem in Punjab, India. In S. Grima, K. Sood, & E. Özen (Eds.), Contemporary Studies of Risks in Emerging Technology, Part B (pp. 123–145). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80455-566-820231006

Saldanha, A. (2023). Zepto – 10-min grocery delivery service. Emerald Emerging Markets Case Studies, 13(2), 1–15. https://doi.org/10.1108/EEMCS-10-2022-0372

Saldanha, A., Balasundaram, S., & Aranha, R. (2022). Zomato’s dilemma – a case of disgruntled delivery partners at Zomato. Emerald Emerging Markets Case Studies, 12(4), 1–18. https://doi.org/10.1108/EEMCS-07-2022-0227

Sharma, A. J., & Dey, D. (2021). ONE STOP KITCHEN: managing a multi-brand cloud kitchen. Emerald Emerging Markets Case Studies, 11(4), 1–17. https://doi.org/10.1108/EEMCS-03-2021-0070

Shroff, A., & Shah, B. J. (2023). Chef Junction: serving food from home to home.

Emerald Emerging Markets Case Studies, 13(3), 1–19. https://doi.org/10.1108/EEMCS-06-2023-0206

Shroff, A., Shah, B. J., & Gajjar, H. (2022). Online food delivery research: a systematic literature review. International Journal of Contemporary Hospitality Management,

(8), 2852–2883. https://doi.org/10.1108/IJCHM-10-2021-1273

Singh, J. (2023). Zomato: quick commerce on the menu. Emerald Emerging Markets Case Studies, 13(2), 1–28. https://doi.org/10.1108/EEMCS-10-2022-0350

Soni, S., Trehan, D., Chotia, V., & Srivastava, M. (2024). Mamaearth: a digital first brand venturing offline. Emerald Emerging Markets Case Studies, 14(2), 1–38. https://doi.org/10.1108/EEMCS-08-2023-0304

Su, D. N., Nguyen-Phuoc, D. Q., Duong, T. H., Dinh, M. T. T., Luu, T. T., & Johnson, L. (2022). How does quality of mobile food delivery services influence customer loyalty? Gronroos’s service quality perspective. International Journal of Contemporary

Hospitality Management, 34(11), 4178–4205. https://doi.org/10.1108/IJCHM-082021-1039

Subramanian R., B., & Choudhary, A. (2023). Attrition problems at food delivery app companies: is there a way out? Emerald Emerging Markets Case Studies, 13(4), 1–15. https://doi.org/10.1108/EEMCS-07-2022-0223

Sunil, A., & Shah, N. (2022). Repositioning and diversification in crisis times: a case of ShakahariS by Awadhpuri. Emerald Emerging Markets Case Studies, 12(4), 1–34. https://doi.org/10.1108/EEMCS-01-2022-0021

Tiwari, A., Khan, S., Chandran, R., & Tewari, A. (2024). Investigating the primary factors of work happiness in gig workers. Employee Relations: The International Journal, 46(5), 1112–1140. https://doi.org/10.1108/ER-07-2023-0369

Yadav, N., & Goyal, S. (2022). Regaining partner trust in the food delivery business: case of Zomato. Emerald Emerging Markets Case Studies, 12(2), 1–32. https://doi.org/10.1108/EEMCS-10-2021-0341

Yadav, N., N., M., & Banerjee, P. (2022). Exploring governance issues between online food delivery platforms and restaurant partners in India. Digital Policy, Regulation and

Governance, 24(3), 292–308. https://doi.org/10.1108/DPRG-06-2021-0074

Downloads

Published

2025-02-20

How to Cite

Zaveri, K., Thacker, N. ., Patel, S. ., Meghwal, M. ., Chauhan, R. ., Maseleno, A. ., & Raisa, K. . (2025). Exploring Age and Gender Influences on Consumer Behaviour in Online Food Delivery Services. Dinasti International Journal of Economics, Finance &Amp; Accounting, 5(6), 6316–6328. https://doi.org/10.38035/dijefa.v5i6.4227

Issue

Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - February 2025)

Section

Articles

License

Copyright (c) 2025 Krish Zaveri, Nevil Thacker, Suhani Patel, Mayank Meghwal, Rahul Chauhan, Andino Maseleno, Kharchenko Raisa

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).