Title: An empirical study on the effects of brand equity on millennials' consumption behaviour on online food aggregators: evidence from the tri-city area of Chandigarh, Mohali, and Panchkula

Authors: Komal Bhardwaj; Arshan Bhullar; Navalpreet Kaur; Garima

Addresses: Maharishi Markandeshwar Institute of Management, Maharishi Markandeshwar (Deemed to be University), Mullana, Ambala, 133203, India ' Chandigarh School of Business, Chandigarh Group of Colleges, Jhanjeri (Mohali), 140307, India ' Upgrad – LJMU, Upgrad Education Private Ltd., India ' Maharishi Markandeshwar Institute of Management, Maharishi Markandeshwar (Deemed to be University), Mullana, Ambala, 133203, India

Abstract: In contemporary times, millennials constitute a substantial segment of the consumer market whose demand for internet-based domestic delivery of meals is increasing. Consequently, it is critical to examine the impact of brand equity on the online food aggregator consumption patterns of millennials residing in the tri-city region of Chandigarh, Mohali, and Panchkula. Four prominent e-commerce food aggregators were selected through the implementation of purposive sampling: Zomato, Swiggy, Food Panda, and Uber Eats. The data was gathered from 262 respondents using standardised questionnaires, and the data were analysed utilising structural equation modelling (SEM). The empirical findings indicate that there is a statistically significant and positive correlation between consumer behaviour and three brand equity characteristics - perceived quality, brand loyalty, and brand association. This finding suggests that while millennials may be aware of certain brands in the online food aggregator industry, it does not necessarily impact their actual consumption behaviour.

Keywords: online food aggregators; millennials' consumption behaviour; brand equity.

DOI: 10.1504/IJTTC.2024.141683

International Journal of Technology Transfer and Commercialisation, 2024 Vol.21 No.1, pp.1 - 13

Received: 06 Oct 2023
Accepted: 14 Feb 2024
Published online: 30 Sep 2024 *

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