Understanding the effectiveness of push notifications as a marketing tool on consumer perception and behavior for hyperlocal players in the food industry

Abstract

This project course focuses on understanding if push notifications are effective marketing tools for brands in the food industry. The aim is to firstly understand the current consumer perception towards notifications, and then understand what parameters could be developed on to ensure that they create a positive impact on consumers. With a shift to online businesses, many players (big and small) are developing their own apps or are utilizing platform apps such as Amazon, Zomato, Swiggy, etc. In online businesses, notifications, especially push notifications are important marketing tools that companies use. While more than 53% respondents in a 2018 poll survey have claimed that push notifications are better than they were before, there is also the case of users complaining that the notifications are annoying or invasive. Users need to understand what value these notifications and the subsequent use of the app would provide them, and thus understanding consumer perception of the effectiveness of the notifications is important now more than ever. In this report we want to understand the effectiveness of these notifications and how it can affect the brand perception or image of a company.