Effectiveness and Impact of Social Media Marketing on Consumer Buying Behaviour and Perceived Service Quality for Restaurants and Food Outlets in Pune

Abstract

The restaurant and hospitality industry in Pune has been evolving at a rapid pace since 2008 Common Wealth Youth Games. India as a country has a huge diversity in many aspects such as languages, terroir, cultural and food habits giving India an immense variety in cuisines within the country itself. Pune has always been the educational hub of India, bringing students and professionals from various parts of India who also bring together their eating habits. The city has seen continuous in-flow of new entrepreneurs in the hospitality sectors to fulfil the demands and desire of diverse clientele to cater to. Social Media Marketing has prominently helped the young and budding entrepreneur to Market their outlet in various platforms be it through paid promotions or through sharing videos of USP products which gain instant views and followers to their channels and pages. Social Media Marketing has assisted the entrepreneur to bring forward their products in a broader fashion, not only promoting the outlets product locally as well as internationally. The Study attempted will take into consideration the Model of Service Quality and the effectiveness of Social Media Marketing for consumers and Buying Behaviour of consumers to approach any restaurants and food outlets in Pune. The study will be conducted with help of quantitative and analytical approach and will help to analyse the impact of Social Media Marketing on different Target Audience of Pune.

Keywords: Social Media, Service Quality, Buying Behaviour, Marketing, Restaurants

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