Consumer Purchase Intention and Behavior Toward Cloud Kitchen (Pandemic Opportunity) with Reference to India: An Empirical Examination

Abstract

COVID-19 had an impact on the market, causing consumers’ perceptions and attitudes regarding the dine-in business to shift, and their buying intent to migrate to online food and service delivery. This phase highlights people’s business chances to demonstrate their culinary expertise and offer the local market via online meal delivery services. Cloud kitchen is the name given to this idea. The research looked at the aspects and how they influenced people’s perceptions, and attitudes, and ultimately built the purchase behavior for the cloud kitchen. The data were collected from the youth. The sampling technique was stratified sampling. Smart partial least square was used to confirm the factors influencing the perception, attitude, and purchase behavior. The data were analyzed using partial least square modeling. The factors studied and their impact assessed which is forming the consumer perception. Perception builds attitude and purchase behavior. It was discovered that there is a strong impact and modifying the consumer purchase intention toward cloud kitchen in India. The analysis also revealed that factors affecting perception and attitude toward the cloud kitchen are strong and there is a positive purchase behavior in India. The research would be useful for the cloud kitchen companies already functioning in India. The factor assessment and confirmation help the existing and upcoming cloud kitchens to work efficiently and effectively in the context of satisfaction among the future of India, that is, among youth.