Advertising Strategy of Swiggy Instamart and its Impact on Customer Satisfaction and Preferences
Author : Dr. A Sree Lakshmi and Dr. P Ramalinga Prasad
Abstract :
Swiggy Instamart, the instant grocery delivery arm of Swiggy, has redefined the quick-commerce segment in India. This research paper investigates the advertising strategies used by Swiggy Instamart and examines their influence on customer satisfaction and buying preferences. With the proliferation of digital platforms, advertising has become a crucial tool for brand engagement. This study uses both primary data from a survey and secondary literature sources to assess the impact of advertising. A chi-square test is used to determine whether customer demographics, especially age, influence preference due to advertising. The paper also reviews recent ad campaigns launched by the company and evaluates their effectiveness in meeting customer expectations.
Keywords :
Advertising strategies, customer satisfaction, buying preferences.
