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Unveiling Customer Preferences and Motivations Towards Embracing Cloud Kitchens in Chandigarh

In: Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)

Author

Listed:
  • Deepak Sharma

    (Maharishi Markandeshwar (Deemed to be University), Research Scholar, MMICT & BM (Hotel Management))

  • Ishan Bakshi

    (GNA University, School of Hospitality)

  • Suresh Chauhan

    (Maharishi Markandeshwar (Deemed to be University), MMICT & BM (Hotel Management))

Abstract

The ease of placing orders through mobile applications or online platforms, coupled with swift delivery services, has become a significant attraction for consumers leading busy life-styles. In this regard Cloud kitchens, sometimes referred to as virtual restaurants or ghost kitchens, have become more popular in the food industry, leveraging digital platforms to offer diverse cuisines without a traditional brick-and-mortar presence. This exploratory study will unravel the underlying factors motivating customers to order food from cloud kitchens in this vibrant city. With a focus on understanding the dynamics of consumer behavior, the research will investigate the key drivers that influence the choice of cloud kitchens over traditional dining or other food delivery options. The study will employ a mixed-methods approach, combining studies and in- depth interviews to accumulate comprehensive bits of knowledge from an assorted test of Chandigarh’s populace. The study will consider essential elements within the food delivery sector, including convenience, menu diversity, pricing, food quality, and delivery effectiveness.

Suggested Citation

  • Deepak Sharma & Ishan Bakshi & Suresh Chauhan, 2025. "Unveiling Customer Preferences and Motivations Towards Embracing Cloud Kitchens in Chandigarh," Advances in Economics, Business and Management Research, in: Shiv Mohan Verma & Indraneel Bose & Ankit Srivastava & Vikas Sharma (ed.), Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024), pages 296-312, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-682-6_20
    DOI: 10.2991/978-94-6463-682-6_20
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