The mediating role of mobile usage behaviour in consumer preferences for food and beverages retail performance: A study in Delhi-NCR

Abstract

The food and beverage retail industry is undergoing substantial transformations as consumer preferences shift and technology develops. Mobile devices have become an increasingly important part of the consumer experience, influencing both purchasing decisions and retail performance. This study investigates how mobile usage influences consumer preferences and the performance of food and beverage retailers in Delhi-NCR.

Methodology: This study employs a quantitative survey of 363 customers from the Delhi-NCR area. The data was examined using SPSS Amos and a Structural Equation Modelling (SEM) technique to find mediating components.

Findings: The study found that consumer preferences had a significant impact on the performance of food and beverage shops in Delhi-NCR. Quality, variety, cost, convenience, and well-organised store layouts all contribute to a better shopping experience and higher consumer satisfaction. Mobile devices have emerged as an important mediator, bridging the gap between consumer preferences and retail success. Customers routinely utilise mobile devices to search for product information, compare prices, use digital coupons, and complete purchases, indicating their relevance in modern shopping. The findings also emphasise the growing importance of tailored recommendations and digital convenience in driving mobile usage.

Originality/value: The influence of mobile devices on consumer behaviour is clear. This study provides valuable information for food and beverage companies, helping them to enhance their strategy for improving client experiences and remaining competitive in an ever-changing industry.