Decoding Consumer Behavior in Online Food Delivery: a Qualitative Analysis

The rapid growth of online food delivery (OFD) services has transformed consumer dining habits, with factors such as convenience, pricing, service quality, and digital experience playing crucial roles in shaping consumer behavior. This study explores the perceptions, preferences, and decision-making processes of OFD consumers in Coimbatore, employing a qualitative thematic analysis approach. Data were collected through semi-structured interviews, focus group discussions (FGDs), and a supplementary survey involving 150 respondents. The findings reveal that convenience is the most significant driver of OFD adoption, followed by pricing sensitivity, service reliability, and digital platform usability.