Role Of Cultural And Regional Factors In Shaping Consumer Engagement With Food Delivery Apps In India

Abstract

The rapid expansion of food delivery applications in India has transformed consumer purchasing behaviour and marketing practices. In this context, cultural and regional factors have emerged as important determinants of consumer engagement on social media platforms. The present study examines the role of India-specific cultural factors, including festive consumption patterns, cricket and IPL promotions, Bollywood and OTT influences, regional and local-language content, and social-cause campaigns in shaping consumer engagement with food delivery applications. The study adopts a descriptive and analytical research design and is based on primary data collected from 100 respondents through a structured questionnaire. Frequency analysis and descriptive statistics were used to analyse the collected data and interpret consumer perceptions regarding cultural and regional marketing strategies. The study concludes that culturally relevant and region-specific social media strategies play a crucial role in enhancing consumer engagement with food delivery brands in India. Food delivery companies should therefore integrate local culture, festivals, regional identities, and socially responsible initiatives into their marketing strategies to strengthen customer relationships and achieve sustainable competitive advantage in the rapidly growing digital marketplace.