Authors: Priyanka Gajanan Mahalle, Prof. Navin Kumar
Abstract: This study focuses on understanding how digital promotions influence customer behaviour in restaurants in Pune. With the expanding use of smartphones, social media and food delivery apps, customers presently find and choose restaurants primarily through online platforms. This research studies how components like Instagram reels, online evaluations, discounts and influencer content affect customer decisions. The study is based on primary information collected from restaurant guests and secondary information from online sources. The findings show that digital promotions are very effective in making mindfulness and attracting first-time customers. In any case, repeat visits depend more on food quality and overall experience rather than online offers.
DOI: http://doi.org/10.5281/zenodo.20281676
