The Role of Zero-Click Search in Restaurant Purchase Decision-Making: A Study of Consumers in Vijayawada, Andhra Pradesh

Author

V. Charan Reddy, Dr. Pradeep Patnaik


Abstract

  The way people look for restaurant information has changed considerably with the growth of search engines and digital platforms. Instead of opening several websites, many consumers can now find ratings, reviews, photographs, menus, prices, locations and opening hours directly on a search-results page. This type of search behaviour is commonly referred to as Zero-Click Search.

This study examines how Zero-Click Search information is used when consumers make restaurant-related decisions in Vijayawada, Andhra Pradesh. A descriptive research design was followed, and primary data were collected through a structured questionnaire using Google Forms. The survey included 80 respondents.

The study focuses on the way respondents use Google Search and how they perceive information displayed directly in search results. The factors considered include restaurant ratings, positive reviews, number of reviews, food photographs, menu details, price information, location, opening hours and contact details.

The responses show that search-result information plays a noticeable role in restaurant selection among the participants. In particular, 66.2% of respondents said that they had selected a restaurant without visiting its website because the information available through Google Search was sufficient. The Likert-scale responses also show generally favourable views of information provided directly through search.

Overall, the findings suggest that Zero-Click Search is a relevant part of the restaurant decision-making process for the respondents surveyed. For restaurant businesses, the results highlight the importance of keeping online information accurate, complete, current and useful.



Keywords

Zero-Click Search, Restaurant Purchase Decision, Google Search, Online Reviews, Restaurant Ratings, Consumer Behaviour, Food Photographs, Menu Information, Price Information, Vijayawada.



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