Impact Factor

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Author(s):

Dr. R. Jayanthi | Deepthi Sree G | Dharunkumar B
Keywords:

Quick-Commerce, Consumer Behavior, Impulse Buying, Brand Switching, Urban Consumers, Blinkit, Zepto, Consumer Satisfaction.
Abstract:
This Study Investigates The Impact Of Quick-commerce Platforms — Specifically Blinkit And Zepto — On Urban Consumer Behavior In India. With The Rapid Proliferation Of Ultra-fast Delivery Services Promising Fulfilment Within 10 To 20 Minutes, Understanding How These Platforms Reshape Purchase Patterns, Brand Loyalty, Impulse Buying, And Consumer Satisfaction Has Become Increasingly Critical For Marketers And Retailers. A Structured Questionnaire-based Survey Was Administered To 188 Urban Respondents, And The Data Were Analysed Using Pearson Correlation Analysis And Multiple Linear Regression. The Findings Reveal That Convenience And Speed Perception Significantly And Positively Influences Both Impulse Buying Behavior And Brand Switching Tendency. Consumer Satisfaction Is Most Strongly Driven By Convenience And Speed Perception, While Impulse Buying Behavior Also Demonstrates A Significant Direct Effect. Brand Switching Tendency Does Not Independently Predict Satisfaction When Other Variables Are Controlled. These Results Offer Actionable Insights For Q-commerce Platforms And Traditional Retailers Navigating The Competitive Urban Essentials Market.