Behavioral Economics in Online Food Delivery Platforms: Exploring the role of Cognitive Biases and Behavioral Nudges in Increasing Consumer Engagement- A Case Study of Zomato and Swiggy

Behavioral Economics

The rapid digitalization and the growing popularity of e-commerce market have paved the way for the various Online Food Delivery Platforms (OFDP) to come to limelight. With the rising competition specially in the post covid era, marketers and businesses have shifted from a traditional to a more behaviorally induced marketing approach. The motive for this study is to understand the effect of cognitive biases and behavioral nudges in increasing consumer engagement in two of the top-most OFDP namely Zomato and Swiggy in the metropolitan city of Kolkata. The major findings and past literature suggest that various cognitive biases and mental heuristics does play a significant role in determining consumer behaviour and online marketers takes complete advantage of this phenomenon and creates marketing strategies to increase user engagement and sales in the e-commerce platforms like Zomato and Swiggy.

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