Changing consumer behaviour in dining out and online food ordering due to Covid 19

Abstract

This study describes the impact COVID 19 has had on consumer behaviour concerning dining out in restaurants and ordering food online. It does so via a three-pronged approach – changes in online sentiments, exploratory qualitative research via personal interviews and focus groups and confirmatory research via survey questionnaire (Indian population, n = 119). It uses conjoint analysis and structural equation modelling to analyze quantitative data. Results showed that the frequency of dining out and online food ordering reduced sharply due to COVID 19, with dining out being the worse impacted of the two. It was observed that consumers are more likely to go to branded restaurants (as opposed to local restaurants, street vendors) and order hot food (as opposed to food served cold/ at room temperature). The results also highlight the relative importance of different interventions that can induce consumers to increase dining out and online food ordering. Structural equation modelling reveals that the degree of COVID Risk perception of a consumer has a significant influence on his/her likelihood to increase dining out and food delivery.