Consumer Awareness and Perception Towards Quick Commerce: A Study on Emerging Urban Retail Trends
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Consumer Awareness and Perception Towards Quick Commerce: A Study on Emerging Urban Retail Trends
Author
Dr.S.Tamilmani,
Associate Professor
Department of Corporate Secretaryship
PSG College of Arts & Science
Coimbatore-641014
Co-Author
Dr.S.Archana
Assistant Professor
Department of Corporate Secretaryship
PSG College of Arts & Science
Coimbatore-641014
Abstract:
The rapid evolution of digital technology and urban lifestyles has given rise to Quick Commerce (Q-commerce)—a novel retail model that promises ultra-fast delivery of goods, often within 10 to 30 minutes. As cities grow smarter and consumers demand greater convenience, Q-commerce platforms such as Blinkit, Zepto, and Swiggy Instamart are transforming the dynamics of last-mile delivery and urban consumption. This study investigates the level of consumer awareness and their perceptions toward Q-commerce, particularly among urban consumers who are at the forefront of digital retail adoption.
Using a structured questionnaire, primary data was collected from 400 respondents in metropolitan cities across India. The findings reveal that while a majority of urban consumers are aware of Q-commerce services, their perceptions vary significantly based on factors such as age, digital literacy, delivery speed expectations, perceived service quality, and trust in technology. The study also identifies a strong correlation between consumer awareness and willingness to adopt Q-commerce services, particularly for daily essentials and impulse purchases.
The results provide valuable insights for marketers, retailers, and policymakers aiming to optimize customer engagement strategies in the Q-commerce landscape. Furthermore, the research contributes to the emerging literature on digital consumer behavior by highlighting the drivers and barriers influencing the growth of Q-commerce in urban India. This study concludes by offering strategic recommendations to enhance consumer trust, awareness, and long-term adoption in this fast-paced sector.
Keywords:
Quick Commerce (Q-Commerce),Consumer Awareness,Urban Retail Trends,Digital Consumer Behavior,Last-Mile Delivery
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