• ISSN: 2010-3646
    • Abbreviated Title: Int. J. Social. Scienc. Humanit.
    • Frequency: Bimonthly (2011-2014); Monthly (2015-2018); Quarterly (Since 2019)
    • DOI: 10.18178/IJSSH
    • Editor-in-Chief: Prof. Paul Sudnik
    • Executive Editor: Mr. Ron C. Wu
    • Abstracting/ Indexing: Google Scholar, Index Copernicus, Crossref, Electronic Journals Library
    • E-mail: ijssh@ejournal.net
IJSSH 2019 Vol.9(3): 53-65 ISSN: 2010-3646
doi: 10.18178/ijssh.2019.V9.990

Recognizing the Factors Leading to a Transition in Cuisine Habits of Indians in Context of Indian College-Going Students

Ashay Raj
Abstract—Indians love bargaining for products and services. Their motive for bargaining goes way beyond just the value of money and becomes more about making a relationship with the seller so that they get better deals in the long run. But in the present era of globalization when every country is embracing the cultures and ideas of other countries, their way of life is undergoing a transition where developing countries like India are adopting western cultures. This cross-culture coalition has also brought a change in their way of bargaining. As a result, the advent of online food delivery system has brought a drastic change in the cuisine habits of young Indians, especially the ones living in metropolitan cities like Delhi and Mumbai. Their food preferences and the methods of placing orders has taken a modern approach to become par with the western culture. Hence the objective of the paper is to identify the elements due to which this paradigm change has taken place. Taking into consideration the college going students which is one of the largest demographic groups in India, the motivation for this change has been thoroughly emphasized in the present study. The study concludes that due to the stated factors, the cuisine habits of Indians has undergone a massive shift and the Indian market being so huge, this change has opened new grounds for marketers to work upon to gain competitive advantage.

Index Terms—Bargaining, college students, globalization, online food delivery.

Ashay Raj is with Delhi Technological University, Bawana Rd, Shahbad Daulatpur Village, Rohini, Delhi, India (e-mail: ashayraj_bt2k16@dtu.ac.in).


Cite: Ashay Raj, "Recognizing the Factors Leading to a Transition in Cuisine Habits of Indians in Context of Indian College-Going Students," International Journal of Social Science and Humanity vol. 9, no. 3, pp. 53-65, 2019.

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