Promotional tactics used in online food delivery sector

Abstract

In the current economic scenario in India, which is extremely dynamic, the customers have extremely high expectations and their behavior has been most unpredictable. It has become extremely crucial to be well versed with the effects of promotions on the customers as it is more about customer engagement and not customer loyalty. Promotions have become a vital ingredient in today’s business scenario, due to the ever-increasing levels of competition and pressures for price reduction, as a result of which the market gets flooded with offers and other promotional tactics. With increasing internet penetration, customers are moving to more omnichannel means of shopping and hence it has become vital for the industry to mark its presence across the channels.