QUICK COMMERCE INDUSTRY

CHAPTER 1: INTRODUCTION

1.1 Background of the Study

In today’s rapidly evolving digital landscape, the way consumers shop has undergone a
dramatic transformation. From traditional brick-and-mortar retail to the rise of e-commerce,
the retail sector has continuously adapted to meet consumer expectations. One of the most
revolutionary developments in this space is the emergence of Quick Commerce
(Q-Commerce), a retail model that promises ultrafast delivery—often within 10 to 30
minutes of placing an order. This model is redefining convenience and shaping a new era in
consumer behaviour.

Q-Commerce combines the core principles of e-commerce—such as digital ordering,

real-time inventory, and doorstep delivery—with the added advantage of speed. The idea is
to meet the immediate needs of consumers, whether it is for groceries, snacks, medicines,
or even personal care products. Powered by dark stores (small local warehouses),
advanced logistics algorithms, and location-based demand forecasting, Q-Commerce
platforms ensure fast fulfillment by operating in hyperlocal zones. In India, major players like
Blinkit (formerly Grofers), Zepto, Swiggy Instamart, and Dunzo are aggressively
competing in this space.

The COVID-19 pandemic further accelerated the demand for quick and contactless
deliveries, as health-conscious consumers began prioritizing safety, convenience, and
efficiency over traditional in-store experiences. This has caused a major behavioural shift,
especially in urban markets. Consumers now expect not just "same-day" but "same-hour"
or "instant" deliveries. These evolving expectations have prompted Q-Commerce
companies to invest heavily in technology, supply chain optimization, and marketing
strategies to capture and retain customer attention.

From a marketing perspective, the Quick Commerce industry is driven by

hyper-personalized campaigns, flash sales, real-time push notifications, and loyalty
programs. These tools are used to create urgency, influence consumer psychology, and
drive spontaneous purchase decisions. The integration of AI and predictive analytics also
allows these platforms to offer tailored recommendations based on browsing and purchase
history, thereby improving conversion rates.

At the core of this industry lies consumer behaviour—the patterns, preferences, and
triggers that define how and why consumers engage with Q-Commerce platforms. Factors
such as time sensitivity, trust in brand, ease of app use, delivery charges, return policies,
and product availability play significant roles in shaping user decisions. Consumers today
are not only evaluating the product and price but also the overall experience—from app
interface to delivery speed to customer service.

With the Indian youth being tech-savvy, busy, and largely dependent on mobile-first
solutions, Q-Commerce is rapidly becoming a daily habit for many. According to a report by
Redseer (2023), more than 60% of Q-Commerce users fall within the age bracket of 18–30
years, and many make repeat purchases within a week of their first order. This makes the
segment both lucrative and competitive, pushing companies to constantly innovate and
differentiate themselves.

In this context, the present study aims to explore the impact of quick commerce on
consumer behaviour, analyze how marketing strategies influence decision-making, and
understand the expectations and satisfaction levels of users. As this sector continues to
grow, insights into consumer preferences and psychological triggers will be critical for
businesses aiming to sustain and scale their operations.

1.2 Need for the Study

The Quick Commerce (Q-Commerce) industry is one of the most disruptive innovations in
the modern retail ecosystem. It is transforming the way people shop by delivering essential
items to their doorstep in a matter of minutes. With the growing urban population, hectic
lifestyles, increased digital adoption, and rising expectations for convenience and instant
gratification, there is a significant need to examine the role of Q-Commerce in shaping
modern consumer behaviour.

Unlike traditional e-commerce platforms that focus on scheduled deliveries, Q-Commerce

thrives on impulse buying and last-minute needs. Whether it’s ordering milk in the
morning, snacks during a movie night, or medicine during a health emergency, consumers
now rely on platforms like Blinkit, Zepto, Swiggy Instamart, and Dunzo to fulfill their
requirements quickly and reliably. This behavioural shift from planned shopping to
spontaneous, on-demand purchases calls for a deeper analysis.

The need for this study arises from multiple important factors:

1. Understanding a New Consumer Psychology

Quick commerce is driven by speed, trust, and convenience. Consumers are increasingly
expecting near-instant deliveries, not just as a luxury, but as a standard. This expectation
marks a fundamental change in consumer psychology, moving from a product-centric to a
service-centric mindset. Studying this shift helps companies better tailor their offerings to
meet evolving customer expectations.

2. Analyzing the Impact of Marketing Techniques

Q-Commerce platforms rely heavily on aggressive marketing tactics such as push

notifications, limited-time offers, personalized recommendations, and location-based
deals. These real-time, high-frequency marketing strategies significantly influence consumer
choices and even trigger purchases they may not have otherwise considered. It is important
to understand how much influence these strategies have, and which are the most effective.
3. Evaluating Satisfaction and Retention Factors

With so many platforms offering similar services, customer loyalty and satisfaction
become crucial differentiators. What convinces a user to stick with one platform over
another? Is it the delivery speed, customer service, discounts, or product range? This study
is essential to identify the key factors that contribute to user satisfaction, helping
businesses improve retention and reduce customer churn.

4. Relevance for Urban Youth and Professionals

The primary users of Q-Commerce platforms are young urban dwellers—college students,
working professionals, and nuclear families—who have less time and higher digital
dependency. Their behaviour and feedback offer real-time insights into current and future
market trends. Since this group is highly dynamic and tech-savvy, their preferences shape
the industry. Studying their choices can help brands optimize their marketing and service
strategies.

5. Post-COVID Lifestyle Changes

The COVID-19 pandemic accelerated the digital adoption curve and changed consumer
shopping behaviour permanently. Safety, hygiene, speed, and convenience became more
critical than ever. Q-Commerce capitalized on these shifts and positioned itself as a reliable
alternative to traditional shopping. Even after the pandemic, these habits persist. This study
aims to understand how long-term these changes are, and whether Q-Commerce has
become a permanent part of urban consumer life.

6. Academic and Industry Relevance

From an academic perspective, this study bridges the gap between theoretical concepts of
marketing and their practical application in an emerging business model. It provides
actionable insights for students, researchers, marketers, and Q-Commerce companies. As
the sector is still evolving, understanding real-time consumer insights is both timely and
crucial.

1.3 Objectives of the Study

The Quick Commerce (Q-Commerce) model is rapidly becoming a major force in the retail
and delivery ecosystem, especially in urban India. As platforms like Zepto, Blinkit, Swiggy
Instamart, Dunzo, and others compete for market dominance, it becomes essential to
understand the key consumer behaviour patterns and the marketing strategies that
influence them. The objective of this study is to dive deep into these areas and generate
insights that are both academically valuable and practically relevant.
The overarching aim of this study is to analyze the impact of quick commerce services
on consumer behaviour, with a specific focus on user expectations, marketing influence,
purchase decisions, and satisfaction levels.

The specific objectives of the study are as follows:

1. To understand consumer perception towards Quick Commerce

platforms

This study aims to assess how consumers view and value Q-Commerce services. Are
these platforms considered reliable? Do users trust the quality of products delivered? What
kind of needs are users fulfilling through Q-Commerce (urgent needs vs. convenience vs.
indulgence)? These insights will help understand the broader attitudinal perception
towards the Q-Commerce industry.

2. To examine the frequency and nature of usage among different

consumer groups

Another objective is to identify how often consumers are using Q-Commerce platforms, and
for what types of products—groceries, snacks, personal care, medicines, etc. This will
include a demographic breakdown (age, gender, occupation, etc.) to identify key user
segments and their behaviour patterns.

3. To analyze the key drivers behind purchase decisions

This includes understanding what factors most influence consumer choices:

●​ Is it speed of delivery?​

●​ Are they motivated by discounts and cashback offers?​

●​ Does brand trust or app ease-of-use play a role?​

●​ How important is delivery fee or minimum order value?​

By identifying these factors, Q-Commerce platforms can prioritize features that matter most
to customers.
4. To evaluate the role of marketing strategies in influencing behaviour

Q-Commerce companies use several targeted marketing tools such as:

●​ Push notifications​

●​ Limited-time offers and flash sales​

●​ Personalized recommendations​

●​ Influencer tie-ups​

●​ In-app promotions​

This study seeks to understand how effective these tools are in driving purchases, and
whether consumers feel positively or negatively impacted by such strategies.

5. To assess customer satisfaction and loyalty

Once a user tries a Q-Commerce platform, what keeps them coming back? Is it consistent
performance, exclusive deals, or positive delivery experiences? This study aims to
evaluate the overall satisfaction levels and understand what encourages repeat usage
and brand loyalty.

6. To explore challenges and concerns faced by consumers

While Q-Commerce offers speed and convenience, users may have concerns regarding:

●​ Product freshness and quality​

●​ Delivery reliability​

●​ Security of online payments​

●​ Customer support responsiveness​

●​ Hidden charges or pricing transparency​

Identifying these pain points will help companies address the barriers to user satisfaction
and long-term retention.
7. To provide strategic recommendations to businesses

Based on the findings, the final objective of this project is to suggest actionable marketing
strategies and operational improvements for Q-Commerce platforms to better align with
consumer expectations and improve their market standing.

1.4 Literature Review

A literature review forms the foundation for any research study by analyzing existing
knowledge, identifying theoretical gaps, and establishing the context in which the current
research is situated. In the case of the Quick Commerce (Q-Commerce) industry,
understanding how consumer behaviour interacts with ultrafast delivery models requires us
to study not only consumer psychology but also digital marketing, e-commerce evolution,
and the role of technology in modern retail.

This review draws from academic literature, industry reports, and recent market research
that provide insights into consumer decision-making, marketing influence, and emerging
digital commerce models like Q-Commerce.

1. Sethna and Blythe (2016) – Consumer Behaviour

Sethna and Blythe’s influential work on consumer behaviour presents a multidimensional

view of why and how people make purchasing decisions. Their study emphasizes the
psychological, social, and emotional factors that influence buying patterns. According to
them, consumers are not always rational decision-makers; rather, they are often influenced
by factors such as peer opinion, brand perception, and emotional triggers.

Their model is especially relevant in the Q-Commerce context, where convenience and
emotional gratification (like the joy of instant delivery) are key motivators. The fast pace
of Q-Commerce aligns well with the consumer desire for speed, ease, and control, all of
which influence buying behaviour in this space.

2. Kotler & Keller (2016) – Marketing Management

In their landmark book Marketing Management, Kotler and Keller introduce the idea of
holistic marketing, where all elements of a business—product, promotion, people, place,
and process—must align to deliver value to the customer. They stress the importance of
adapting marketing strategies to evolving customer needs and digital disruptions.

Their concept of “relationship marketing” (focusing on long-term engagement rather than

one-time transactions) is highly relevant to Q-Commerce platforms that are competing not
just for new users but also for repeat customers. With consumers having multiple options for
ultrafast delivery, brand trust, seamless user experience, and emotional engagement
become the deciding factors for loyalty.
They also define the 5-stage consumer decision-making process (Need Recognition →
Information Search → Evaluation of Alternatives → Purchase Decision → Post-Purchase
Behaviour), all of which are being shortened and accelerated in the Q-Commerce model.

3. Chakraborty & Saha (2021) – Price Sensitivity in Indian Urban

Consumers

Chakraborty and Saha’s study focused on urban Indian consumers and their response to
promotional pricing, revealing that while discounts and cashback offers are powerful tools
for driving short-term purchases, they do not necessarily build long-term loyalty.

This finding is highly relevant in the Q-Commerce space, where platforms frequently use
flash discounts, free deliveries, and cashback to attract users. However, if these
promotions are not backed by quality service and reliable delivery, customers tend to switch
to competitors easily.

Their work highlights the concept of "promotional elasticity," suggesting that businesses
must move beyond just price-based incentives to include value-based engagement like app
experience, personalized suggestions, and prompt customer service.

4. Redseer Consulting (2023) – Quick Commerce Industry Trends in India

Redseer’s industry research provides a comprehensive overview of the Q-Commerce boom

in India. According to their 2023 report:

●​ Over 60% of Q-Commerce users are between the ages of 18–30.​

●​ The most ordered categories include snacks, daily groceries, personal care, and
beverages.​

●​ Convenience, speed, and UI/UX experience are top factors in consumer retention.​

The report also highlights the rising competition among platforms like Zepto, Blinkit, and
Swiggy Instamart, and how brand loyalty is weak, with users often switching platforms for
better offers or faster service. These trends affirm the importance of continuously innovating
and redefining value propositions.

5. EY & Indian Retail Report (2022) – Post-Pandemic Digital Acceleration

This report focused on the shift in consumer habits post-COVID-19, emphasizing that
online shopping is no longer limited to luxury or tech-savvy consumers. With hygiene
concerns, lockdowns, and social distancing, even older generations began adopting digital
platforms, especially for essential needs.

It noted a 70% increase in first-time grocery app downloads during lockdown periods,
many of which later became regular users. Q-Commerce platforms were quick to capitalize
on this shift by offering contactless deliveries, hygiene-certified products, and
round-the-clock support.

6. McKinsey & Company – The Rise of Instant Gratification in Digital

Commerce

McKinsey's insights on consumer psychology in the age of digital convenience suggest that
today's consumers are driven by immediacy and low-friction experiences. Waiting even a
few hours for a product now seems inconvenient when a faster option exists.

Q-Commerce taps directly into this desire for instant gratification. According to McKinsey,
brands that reduce "purchase friction" by streamlining their order-to-delivery journey often
see higher conversion rates and repeat purchases.

7. Nielsen (2021) – Influence of Digital Advertising

Nielsen's study on digital marketing revealed that social media advertisements, influencer
recommendations, and app-based push notifications significantly impact millennial and
Gen Z buying behaviour. These users often act on impulse triggers, especially when
products are positioned as time-sensitive or limited edition—a technique Q-Commerce
platforms frequently use.

1.5 Research Methodology

The research methodology is a critical component of any academic study as it outlines the
approach, techniques, and tools used to collect, analyze, and interpret data. For this
project titled “Quick Commerce Industry: Consumer Behaviour and Market Impact,” a
systematic and structured approach has been adopted to ensure accuracy, objectivity,
and relevance of findings.

The primary aim of this methodology is to gather meaningful insights into consumer
preferences, attitudes, and behavioural patterns in the context of India’s rapidly growing
Quick Commerce (Q-Commerce) sector.

1. Type of Research

This study is a descriptive and exploratory research project.

 ●​ Descriptive, because it attempts to define the characteristics of consumer behaviour,
preferences, and satisfaction levels with respect to Q-Commerce.​

●​ Exploratory, because Q-Commerce is an emerging industry, and the research seeks

to explore trends, motivations, and expectations that may not be well-documented in
existing literature.​

2. Data Sources

The study relies on both primary data and secondary data to ensure a comprehensive
analysis.

Primary Data:

●​ The core of the study is based on data collected through an online questionnaire
developed using Google Forms.​

●​ The survey was shared with a randomly selected group of urban consumers,
primarily in the age group of 18–35 years, as this demographic is the most active
user base of Q-Commerce platforms.​

●​ The questionnaire consisted of both closed-ended (e.g., multiple-choice) and scaled

questions (e.g., Likert scale, rating scales) covering topics such as:​

○​ Frequency of Q-Commerce usage​

○​ Preferred platforms (e.g., Blinkit, Zepto, Swiggy Instamart)​

○​ Product categories ordered​

○​ Key factors influencing purchase decisions (e.g., speed, discounts, app

interface)​

○​ Level of satisfaction and trust​

○​ Willingness to pay for premium services​

○​ Influence of marketing and advertisements​

Secondary Data:

●​ To supplement primary research, secondary data was collected from:​

○​ Research reports by Redseer, EY, McKinsey, and Nielsen​

 ○​ Articles from The Economic Times, Business Standard, and Mint​

○​ Company websites and whitepapers from platforms like Blinkit and Zepto​

○​ Academic books such as Kotler & Keller’s Marketing Management and

Sethna & Blythe’s Consumer Behaviour​

This blend of data provides both practical consumer insights and theoretical context.

3. Sampling Methodology

●​ Sampling Technique: The study uses random sampling (with convenience

sampling elements), targeting individuals who are active smartphone and internet
users, particularly those living in Tier-I cities like Kolkata, Mumbai, Delhi, and
Bangalore.​

●​ Sample Size: A total of 80 respondents were surveyed. This sample size was
chosen to ensure the feasibility of analysis while maintaining diversity in responses.​

●​ Demographics Covered:​

○​ Age groups: primarily 18–35​

○​ Gender: male and female respondents​

○​ Occupation: college students, working professionals, freelancers​

○​ Location: predominantly urban residents​

4. Tools for Data Collection

●​ A Google Form questionnaire was used to collect responses digitally.​

●​ The questionnaire was designed to be user-friendly, mobile-compatible, and

anonymous, encouraging honest participation.​

●​ Data was automatically recorded in Google Sheets for easy export and analysis.​

5. Data Analysis Techniques

 ●​ Data was cleaned, organized, and analyzed using MS Excel and Google Sheets.​

●​ Responses were interpreted using:​

○​ Percentage analysis​

○​ Bar charts and pie charts​

○​ Cross-tabulations to identify correlations between variables (e.g., age group

vs. usage frequency)​

●​ Interpretation focused on trends, patterns, and anomalies that could inform marketing
or business strategy.​

6. Research Questions Addressed

Some of the central questions explored through this methodology include:

●​ What motivates consumers to use Q-Commerce services?​

●​ Which platforms are most preferred and why?​

●​ What marketing strategies influence purchase decisions?​

●​ Are consumers satisfied with delivery speed and product quality?​

●​ Are users loyal to one platform, or do they frequently switch?​

●​ What concerns (e.g., pricing, security, product quality) affect user trust?​

7. Ethical Considerations

●​ Participation in the survey was voluntary, with respondents given the option to skip
any question.​

●​ No personal identifiers were collected.​

●​ Responses were kept confidential and used strictly for academic purposes.​

●​ All secondary sources have been cited and acknowledged to maintain academic
integrity.​
1.6 Limitations of the Study

While this study makes a sincere attempt to explore the evolving landscape of the Quick
Commerce (Q-Commerce) industry and understand consumer behaviour within it, it is
important to acknowledge certain limitations that may impact the depth, generalizability,
and accuracy of the findings. Every research study is constrained by resources, scope, and
practical realities, and this one is no exception.

Recognizing these limitations allows readers and future researchers to interpret the results
with the appropriate context and also presents opportunities for improvement in subsequent
studies.

1. Limited Sample Size

One of the key limitations of the study is the relatively small sample size of 80
respondents. While efforts were made to ensure diversity in terms of age, gender, and
occupation, the sample may not fully represent the broader population of Q-Commerce
users across different cities, socio-economic classes, and regions in India.

A larger sample would allow for more robust statistical analysis and the identification of more
granular behavioural patterns.

2. Urban-Centric Focus

The survey responses were collected primarily from urban populations, particularly Tier-I
cities such as Kolkata, Mumbai, and Delhi. While this aligns with the current Q-Commerce
business model—which primarily targets urban consumers—the findings may not accurately
reflect the perceptions and preferences of:

●​ Consumers in Tier-II and Tier-III cities​

●​ Residents of semi-urban or rural areas​

●​ People with limited digital access​

As Q-Commerce begins to expand into smaller towns, future research should aim for a more
inclusive geographic distribution.

3. Online Data Collection Bias

The primary data was collected using Google Forms, which naturally limits responses to
those who:
 ●​ Have access to smartphones and the internet​

●​ Are digitally literate​

●​ Are comfortable using online tools​

This method may exclude older individuals, less tech-savvy users, and people without
regular access to digital devices. As a result, the sample is likely skewed toward younger,
more digitally active demographics.

4. Time Constraints

Due to academic deadlines and limited research duration, the study was conducted over a
short period. This restricts the ability to:

●​ Observe long-term consumer behaviour​

●​ Measure seasonal variations in Q-Commerce usage​

●​ Track user loyalty over time​

Consumer preferences and platform performance can evolve rapidly in dynamic industries
like Q-Commerce, and a longitudinal study would offer deeper insights.

5. Self-Reported Data

All responses in the survey were self-reported by participants. While anonymity encourages
honesty, self-reporting carries inherent risks such as:

●​ Response bias (tendency to select socially acceptable answers)​

●​ Recall bias (inaccuracy in remembering frequency or reasons for use)​

●​ Misinterpretation of questions​

As a result, some answers may reflect perception more than actual usage patterns.

6. Platform-Specific Data Not Captured in Depth

While the study includes questions about preferred Q-Commerce platforms (e.g., Zepto,
Blinkit, Swiggy Instamart), it does not conduct in-depth platform-wise comparisons in
terms of:

●​ Pricing models​

●​ Delivery reliability​

●​ Customer service quality​

●​ Marketing styles​

A more platform-specific analysis would require a larger sample and additional research
tools, such as in-depth interviews or platform audits.

7. Limited Scope of Marketing Metrics

The study touches on marketing influences such as social media ads, influencer
recommendations, and app notifications. However, it does not include a full analysis of
marketing ROI, brand recall, or A/B testing results that companies typically use to evaluate
the effectiveness of their campaigns. These advanced metrics are often proprietary and not
publicly available.

8. Lack of Real-Time Behavioural Tracking

The research relies on what consumers say they do, not what they actually do in real
time. Behavioural tracking tools like heat maps, in-app user journeys, and order logs would
provide more accurate insights but are beyond the scope of this academic study.

9. No Segmentation by Spending Capacity

The study does not segment users based on income levels or spending behaviour, which
could have offered useful insights into how affordability affects platform preference, delivery
fee tolerance, and premium service adoption.

10. Limited Academic Literature on Q-Commerce

As Q-Commerce is a relatively new and evolving industry, there is limited academic

literature available for deep theoretical analysis. Much of the review depends on industry
reports, business news articles, and consultancy insights, which may lack
peer-reviewed validation.

1.7 Chapter Planning

A well-organized and thoughtfully structured report is crucial for presenting research findings
in a clear and logical manner. In this project, titled “Quick Commerce Industry: Consumer
Behaviour and Market Impact,” the content is divided into four main chapters along with
supporting sections such as a bibliography and annexure. Each chapter is strategically
planned to build upon the previous one, guiding the reader through the research
journey—from background understanding to data-driven conclusions.

The following is a detailed outline of the chapter planning used in this study:

Chapter 1: Introduction

This chapter lays the foundation of the study. It starts by explaining the background and
the rise of Quick Commerce as a new-age retail model. It highlights the need for the study,
especially in the context of changing consumer habits and the digital economy. The
objectives of the research are clearly stated, outlining what the study aims to achieve. The
literature review explores relevant academic and industry work to provide a theoretical
base. The research methodology section describes the tools and approaches used to
collect and analyze data, while the limitations discuss the boundaries and challenges of the
study. This chapter sets the tone for the rest of the report by defining the scope and intent of
the research.

Chapter 2: Conceptual Framework

This chapter provides a theoretical and contextual understanding of the key concepts
involved in the study. It introduces and defines Quick Commerce, explaining how it differs
from traditional retail and e-commerce. The chapter is divided into two major parts:

●​ National Scenario – This section discusses the Q-Commerce landscape in India,

focusing on major players such as Zepto, Blinkit, Swiggy Instamart, and Dunzo. It
also covers consumer adoption patterns, marketing strategies, and technological
trends shaping the Indian market.​

●​ International Scenario – This part compares Q-Commerce developments in other

countries, including the U.S., Europe, and Southeast Asia. Companies like GoPuff
(USA), Getir (Turkey), and Glovo (Spain) are studied to understand global best
practices and innovations. The international perspective helps position India’s
Q-Commerce evolution within a broader, global context.​
The chapter also integrates theories related to consumer decision-making, digital
behaviour, and marketing psychology to explain how users engage with Q-Commerce
platforms.

Chapter 3: Presentation, Analysis, and Findings

This is the core analytical chapter of the project. It presents the primary data collected
from the survey of 80 respondents. Each survey question is accompanied by:

●​ Tables and graphs (pie charts, bar diagrams)​

●​ Percentage analysis​

●​ Interpretation of results​

The data is analyzed to extract insights into user preferences, frequency of app usage,
favourite platforms, purchase triggers, satisfaction levels, and perceptions of delivery
experience. Patterns and trends are identified and discussed in detail.

Additionally, this chapter draws connections between the survey findings and the literature
reviewed in Chapter 1.4. It highlights how consumer behaviour aligns or contrasts with
theoretical expectations and current market trends.

Chapter 4: Conclusion and Recommendations

The final chapter brings together all the key insights and addresses the objectives outlined in
Chapter 1.3. It summarizes the main findings of the research and offers a concise overview
of consumer behaviour in the Q-Commerce space.

This chapter also provides practical recommendations for Q-Commerce businesses.

These suggestions are designed to help improve:

●​ Customer engagement​

●​ Marketing effectiveness​

●​ Platform loyalty​

●​ Service satisfaction​

The recommendations are based on real survey responses and market understanding,
making them actionable for stakeholders in the industry.
Bibliography

This section lists all the sources referred to throughout the project, including:

●​ Academic books and journals​

●​ Industry reports and market research publications​

●​ News articles and company websites​

●​ Online platforms used for definitions and data​

Proper citation ensures transparency and credibility of the research.

Annexure

The annexure includes the original survey questionnaire used to collect primary data. It
acts as a reference point for the methodology section and allows readers to understand the
type of questions asked during the data collection process.

CHAPTER 2: CONCEPTUAL FRAMEWORK

2.1 Conceptual Framework

The concept of Quick Commerce (Q-Commerce) is revolutionizing how consumers access

goods and services in today’s fast-paced, digitally driven world. Unlike traditional retail or
even conventional e-commerce, Q-Commerce focuses on ultrafast delivery, often
promising order fulfillment within 10 to 30 minutes. This operational model is powered by
hyperlocal logistics, dark stores, AI-based route optimization, and real-time inventory
management, all designed to meet the rising consumer demand for speed, convenience,
and instant gratification.

To understand the consumer behaviour within the Quick Commerce ecosystem, it is

essential to develop a robust conceptual framework that connects marketing inputs,
consumer decision-making processes, and external influencing factors.

Key Concepts of the Framework

This study is structured around several key components that interact with each other to
shape consumer responses to Q-Commerce platforms:
1. Independent Variables – Marketing Strategies

Marketing strategies act as external stimuli that influence consumer behaviour. These
include:

●​ Pricing Tactics: Discount coupons, flash sales, cashback offers, and free delivery
thresholds.​

●​ Promotional Techniques: App-based push notifications, influencer endorsements,

social media ads.​

●​ Product Accessibility: 24/7 availability, category variety, and stock reliability.​

●​ User Experience (UX): Easy navigation, app speed, personalization, and

recommendations.​

●​ Delivery Experience: Real-time order tracking, delivery agent rating, and on-time
performance.​

These marketing variables are designed to stimulate consumer interest, create urgency, and
ultimately convert users into customers.

2. Dependent Variables – Consumer Behavioural Outcomes

The goal of Q-Commerce marketing strategies is to impact consumer decisions and actions.
The key behavioural outcomes include:

●​ Purchase Frequency: How often consumers use the app/platform.​

●​ Brand Preference: Loyalty towards a specific platform like Zepto or Blinkit.​

●​ Impulse Buying: Whether consumers buy things they didn’t plan due to time-limited
offers.​

●​ Customer Satisfaction: Based on app experience, delivery speed, product quality.​

●​ Retention and Loyalty: Whether users return for repeat purchases and recommend
to others.​

3. Moderating Variables – Demographics and Psychographics

Consumer responses can vary based on their individual characteristics, which act as
moderating variables:

●​ Age Group – Younger users (18–30) tend to be more receptive to influencer-based

marketing and digital-first platforms.​

●​ Occupation – Students and working professionals prefer speed and flexibility due to
time constraints.​

●​ Income Level – Determines price sensitivity and willingness to pay for premium
services.​

●​ Lifestyle – Tech-savvy, convenience-seeking individuals are more inclined toward

Q-Commerce.​

●​ Digital Literacy – Plays a role in app navigation, adoption, and use frequency.​

4. Theoretical Underpinnings

Several established models of marketing and consumer behaviour are incorporated into this
conceptual framework:

●​ Kotler’s 4Ps and 7Ps Model: Emphasizes how Product, Price, Place, and
Promotion (and additional Ps like People, Process, Physical Evidence) collectively
influence consumer perception.​

●​ Theory of Planned Behaviour (Ajzen, 1991): Suggests that behavioural intentions

are influenced by attitude, subjective norms, and perceived behavioural
control—relevant to how consumers decide to use Q-Commerce apps.​

●​ Solomon’s Consumer Decision-Making Model: Outlines five stages—problem

recognition, information search, evaluation of alternatives, purchase decision, and
post-purchase behaviour—all of which are compressed in the Q-Commerce journey
due to the urgency-driven nature of the service.​

How the Framework Works in Practice

For example, when a consumer receives a push notification about a flash sale on Zepto,
this acts as a marketing input (independent variable). The consumer’s attitude towards the
app, past experience, and income level may moderate their decision to open the app and
place an order (dependent variable). If the delivery is fast and the product quality is high,
the consumer may experience satisfaction, leading to repeat usage and platform loyalty.
Visual Representation (Suggested for Project Report)

A diagram can be included to visually explain the relationship between variables:

css
CopyEdit
[Marketing Inputs] ──► [Consumer Attitudes] ──► [Purchase Decision &
Satisfaction]
│ ▲
└────► Influenced by Demographic & Psychological Factors

Relevance of This Framework to the Study

This conceptual framework serves as the foundation for interpreting the primary data
collected in this research. It helps in:

●​ Structuring the survey questions.​

●​ Analyzing why certain users behave the way they do.​

●​ Understanding what marketing strategies are effective.​

●​ Offering targeted recommendations based on segment-specific insights.​

By integrating theory and real-world application, this framework ensures that the study
remains academically rigorous while also being practically insightful for Q-Commerce
brands.

2.2 National Scenario – Quick Commerce in India

India, with its diverse population, growing middle class, and rapid digital adoption,
presents one of the most promising markets for the Quick Commerce (Q-Commerce)
industry. In recent years, the country has witnessed a paradigm shift in shopping
behaviour, especially among urban consumers. With increased internet penetration,
smartphone usage, and changing lifestyles, there is a growing demand for instant delivery
of everyday essentials. This has paved the way for the meteoric rise of Q-Commerce
platforms.

1. Emergence and Growth of Q-Commerce in India

Q-Commerce in India began as an extension of traditional e-commerce but quickly evolved

into a distinct category focused on speed, convenience, and hyperlocal delivery. The
success of platforms like Blinkit (formerly Grofers), Zepto, Swiggy Instamart, and Dunzo
shows how Indian consumers are increasingly valuing time as much as money.
The Indian Q-Commerce market was valued at around $700 million in 2022, and is
expected to grow to $5.5 billion by 2025, according to a report by Redseer Consulting. This
explosive growth is being driven by:

●​ Urban millennials and Gen Z users​

●​ Busy working professionals and nuclear families​

●​ Students and hostel residents​

●​ Health-conscious individuals preferring contactless delivery​

These segments expect fast, hassle-free, and affordable delivery of groceries, snacks,
beverages, household items, and personal care products.

2. Key Players in the Indian Q-Commerce Landscape

Blinkit

●​ Among the pioneers in India’s Q-Commerce scene.​

●​ Offers 10–20 minute delivery in major cities.​

●​ Operates through a network of dark stores.​

●​ Aggressive use of push notifications and flash discounts.​

Zepto

●​ Founded in 2021 and gained rapid popularity for delivering groceries in under 10
minutes.​

●​ Appeals strongly to the youth demographic with a tech-first and app-friendly

interface.​

●​ Heavily invests in predictive inventory planning and localized supply chains.​

Swiggy Instamart

●​ A vertical under the Swiggy brand, leveraging its existing delivery fleet.​

●​ Focuses on offering a wide variety of products from daily essentials to quick snacks.​
 ●​ Known for its user-friendly app and late-night delivery options.​

Dunzo Daily

●​ Known for ultra-fast delivery of essentials and medicine.​

●​ Also provides hyperlocal courier services (Dunzo for Business).​

●​ Strong presence in metro cities like Bengaluru, Pune, and Hyderabad.​

3. Consumer Behaviour Trends in India

The Indian consumer, especially in metro cities, has rapidly adapted to the Q-Commerce
model. Some emerging behavioural trends include:

●​ Impulse Buying: Time-limited deals and push notifications often lead to unplanned
purchases.​

●​ Trust in Digital Platforms: Increasing confidence in the quality and reliability of

app-based services.​

●​ Demand for Convenience: Preference for door-step delivery over traditional

shopping trips.​

●​ Low Patience for Delays: Delivery delays beyond the promised timeframe often
lead to dissatisfaction and app-switching.​

●​ Brand Switching: Most Q-Commerce users are not loyal to one brand—they
frequently compare prices, discounts, and delivery timelines.​

According to a study by NASSCOM (2023), 65% of consumers using Q-Commerce

platforms in Tier-I cities use 2 or more apps and choose the one that offers the best deal
and fastest delivery at the moment.

4. Marketing and Promotional Strategies in India

To stay competitive in this crowded market, Q-Commerce brands in India invest heavily in
aggressive marketing strategies, including:

●​ Flash Sales and Coupons: Used to create urgency and attract price-sensitive
users.​
 ●​ In-App Gamification: Spin-the-wheel offers, daily streak rewards, etc., to increase
engagement.​

●​ Localized Ads: Content in regional languages tailored for specific cities or

neighbourhoods.​

●​ Influencer Marketing: Collaborations with lifestyle influencers on Instagram and

YouTube.​

●​ Personalized Push Notifications: Based on user browsing and order history.​

Brands are also experimenting with festive campaigns, like "15-Minute Diwali Shopping" or
"Quick Rakhi Delivery", to align with cultural moments and capitalize on seasonal demand.

5. Regional Dynamics and Challenges

Although Tier-I cities are the strongholds of Q-Commerce, there is growing traction in
Tier-II cities such as Lucknow, Indore, Jaipur, and Coimbatore. However, challenges
remain:

●​ Logistical Constraints: Traffic congestion, narrow lanes, and lack of trained delivery
agents in certain areas.​

●​ Operational Costs: High delivery expenses for low average order value items.​

●​ Data Infrastructure: Demand forecasting is difficult in cities where purchase

behaviour is inconsistent.​

●​ Profitability Pressure: Despite large volumes, many companies are still burning
cash due to aggressive pricing and delivery costs.​

6. Government and Regulatory Aspects

The Indian government is gradually increasing scrutiny over data privacy, gig worker
rights, and last-mile delivery standards. Regulations related to FSSAI licensing, labor
laws, and e-waste management are expected to influence how Q-Commerce platforms
operate in the coming years.

7. Future Outlook
India’s Q-Commerce space is evolving from being offer-driven to becoming value-driven.
Companies are now focusing on:

●​ Premium memberships (like Zepto Pass, Blinkit Gold)​

●​ Subscription models​

●​ AI-driven personalization​

●​ Sustainable packaging and green delivery​

The next phase of growth will be driven by data intelligence, last-mile efficiency, and
loyalty-based engagement.

2.3 International Scenario – Global Landscape of Quick

Commerce
Quick Commerce (Q-Commerce) is not just a regional trend—it is a global retail innovation
reshaping consumer behaviour in major cities around the world. The demand for ultrafast
delivery—where essentials are delivered within minutes—is being driven by similar factors
across countries: urbanization, digital convenience, changing lifestyles, and rising
consumer expectations for immediacy.

Across the globe, Q-Commerce is emerging as a powerful vertical within the broader
e-commerce and retail ecosystem. Cities in Europe, North America, the Middle East, and
Asia are witnessing a rapid rise in on-demand micro-fulfillment models, led by startups,
legacy e-commerce giants, and even grocery chains.

1. Evolution of Q-Commerce Globally

Q-Commerce emerged as an extension of same-day and next-day delivery services,

with companies competing to reduce fulfillment times. The real breakthrough came with the
COVID-19 pandemic, which created a surge in demand for contactless, fast, and reliable
delivery of groceries, hygiene products, and medicines.

Unlike traditional e-commerce, which focuses on warehousing and long-haul shipping,

Q-Commerce depends on:

●​ Dark stores (small local fulfillment hubs)​

●​ Last-mile delivery partners​

●​ Inventory forecasting algorithms​

 ●​ Hyperlocal distribution zones​

These technologies and innovations are now being adopted by major players in the U.S.,
Europe, Latin America, and Southeast Asia.

2. Major International Players in Q-Commerce

GoPuff (USA)

●​ One of the first Q-Commerce platforms to gain national recognition in the United
States.​

●​ Delivers thousands of products within 15–30 minutes.​

●​ Operates over 500 micro-fulfillment centers across the U.S.​

●​ Offers membership plans (GoPuff Fam) for free deliveries and exclusive deals.​

Getir (Turkey / Europe)

●​ Founded in Turkey and rapidly expanded across Europe.​

●​ Offers groceries and essentials within 10–15 minutes.​

●​ Known for a strong brand identity and localized marketing.​

●​ Acquired several competitors, including Gorillas (Germany), to expand its European

presence.​

Glovo (Spain)

●​ A prominent Q-Commerce player in Southern Europe and Latin America.​

●​ Offers not just groceries, but also food, medicine, and parcel delivery.​

●​ Operates on a multi-category model with ultra-fast delivery in city zones.​

●​ Invests heavily in rider training and local partnerships.​

Zapp (UK)

●​ Focused on premium Q-Commerce with curated product offerings.​

 ●​ Targets affluent consumers looking for luxury snacks, wines, and tech accessories in
minutes.​

●​ Positions itself as a lifestyle convenience service more than a grocery platform.​

3. Consumer Behaviour Trends in Global Markets

In developed economies, consumer behaviour around Q-Commerce shows several unique

patterns:

●​ High value on convenience: Consumers are willing to pay a premium for faster
delivery and better service.​

●​ Impulsive purchases: Especially for beverages, snacks, and last-minute household

needs.​

●​ Trust in service quality: Customers expect consistency in delivery times, product

freshness, and support.​

●​ Loyalty-based platforms: Subscription models and reward points are more

common in the West to drive repeat usage.​

●​ Sustainability matters: Eco-conscious users are demanding greener packaging and

carbon-neutral delivery options.​

For example, according to a McKinsey & Company report (2023):

●​ Over 70% of urban Gen Z and millennial users in Europe expect same-day or
same-hour delivery as a default option.​

●​ In the U.S., subscription-based users (like GoPuff members) exhibit 2.3x higher
monthly spend compared to non-members.​

4. Marketing Approaches in Global Q-Commerce

International Q-Commerce companies rely on hyper-targeted, data-driven marketing that

emphasizes local relevance and lifestyle integration. Key strategies include:

●​ Localized branding – Using regional languages, cultural references, and

neighbourhood campaigns.​
 ●​ In-app experiences – Gamified shopping, limited-time flash offers, and curated
product combos.​

●​ Influencer Collaborations – Especially in the U.S. and Europe, where influencer

trust drives social commerce.​

●​ AI-driven personalization – Tailoring product recommendations and push

notifications based on real-time browsing behaviour.​

●​ Subscription loyalty models – Offering perks like zero delivery fees, early access
to deals, or priority delivery.​

5. Regulatory and Operational Challenges

Despite growing demand, Q-Commerce globally faces a number of hurdles:

●​ Labour laws and gig worker policies – Especially in the EU and California, where
worker protection laws are tightening.​

●​ Environmental concerns – The carbon footprint of ultrafast delivery is being

questioned by sustainability advocates.​

●​ Profitability pressures – Q-Commerce margins are thin due to high delivery costs
and low order values.​

●​ Consumer fatigue – In saturated markets, consumers begin to ignore notifications

or lose excitement about the service.​

●​ Operational complexity – Maintaining 10-minute deliveries in dense urban areas

requires precise coordination, real-time inventory, and optimized routing.​

6. Technological Advancements Driving Global Q-Commerce

Several innovations are supporting the global growth of Q-Commerce:

●​ Artificial Intelligence (AI): For inventory prediction, customer segmentation, and

personalized marketing.​

●​ Last-mile robotics & drones: In pilot phases in countries like the U.S., Japan, and
China.​

●​ Data analytics dashboards: Helping brands track conversion rates, repeat usage,
and customer churn in real-time.​
 ●​ Cloud kitchens and delivery-only stores: Expanding the Q-Commerce model to
include food, bakery items, and local crafts.​

7. The Shift Toward Sustainability and Community Commerce

In mature Q-Commerce markets like Germany, France, and the Netherlands, there is an
increasing push towards eco-friendly delivery models, including:

●​ Bicycle deliveries​

●​ Electric scooters​

●​ Compostable or reusable packaging​

Moreover, some platforms are experimenting with community commerce, where deliveries
are made in batches to reduce carbon impact, or customers can pick up from local fulfillment
kiosks.
CHAPTER 4: CONCLUSION AND RECOMMENDATIONS

4.1 Conclusion

The Quick Commerce (Q-Commerce) industry in India is undergoing a significant

transformation, fundamentally reshaping how urban consumers shop for daily needs. This
study aimed to analyze the impact of Q-Commerce platforms on consumer behaviour
with a particular focus on user preferences, purchasing habits, marketing influence, and
satisfaction levels. Based on the findings from primary research and supported by literature
and industry insights, several key conclusions can be drawn.

Firstly, the study confirms that Q-Commerce appeals most strongly to young, digitally
connected consumers—primarily those aged between 18–25. This demographic values
speed, convenience, and tech-enabled experiences over traditional shopping models.
For them, Q-Commerce is not just a luxury but a lifestyle habit integrated into their daily
routines.

The survey reveals that delivery speed is the most critical driver of usage. Users expect
items to be delivered within 10 to 30 minutes, and platforms that consistently meet this
expectation enjoy higher satisfaction and repeat usage. However, discounts and offers
also play a major role, particularly for price-sensitive customers such as students and young
professionals. This highlights a balance between service efficiency and perceived value.

Among the major players, Zepto and Blinkit emerged as the most preferred platforms,
owing to their aggressive marketing, intuitive user interfaces, and rapid expansion of dark
stores. While consumers appreciate the convenience these platforms offer, the study also
found that brand loyalty is weak—users frequently switch between apps based on current
promotions or faster delivery options. This suggests that the Q-Commerce space is highly
competitive, and maintaining customer retention requires more than just pricing
advantages.

Marketing strategies such as social media ads, influencer partnerships, and

personalized push notifications have a considerable impact on consumer engagement
and purchase decisions. Most users discovered Q-Commerce apps through Instagram and
YouTube promotions, which underscores the importance of digital visibility and
influencer-driven marketing.

However, the research also uncovered some concerns. More than half of the respondents
have experienced issues such as late deliveries, wrong items, or lack of customer support.
While these issues may not immediately drive users away due to the convenience offered,
they do affect long-term trust and willingness to pay for premium services.

In summary, this study concludes that Q-Commerce in India is growing rapidly but still
maturing. It has successfully disrupted traditional shopping models but now faces the
challenge of sustainability, profitability, and consistent service quality. Platforms that
can optimize operations, personalize marketing, and provide seamless customer
experiences will be best positioned to lead the market in the long run.
4.2 Recommendations

Based on the insights gathered from the survey and supporting research, the following
recommendations are proposed for Quick Commerce companies to improve consumer
satisfaction, marketing effectiveness, and long-term growth:

✅ 1. Enhance Delivery Reliability

●​ Maintain strict time promises with real-time tracking and transparency.​

●​ Use AI-powered route planning to avoid delays and optimize delivery paths.​

●​ Offer compensation (e.g., coupons) for missed delivery windows to retain trust.​

✅ 2. Invest in App UX and Personalization

●​ Simplify navigation and reduce checkout time.​

●​ Use browsing history and purchase behaviour to offer personalized

recommendations.​

●​ Implement AI chatbots for faster issue resolution and proactive engagement.​

✅ 3. Expand Product Variety Without Compromising Speed

●​ Broaden categories (e.g., bakery, dairy, grooming) while keeping stock data
accurate in local dark stores.​

●​ Use predictive inventory management to anticipate local demand.​

✅ 4. Introduce Tiered Services and Loyalty Programs

●​ Offer premium memberships with benefits like priority delivery, exclusive deals, and
faster refunds.​

●​ Implement reward programs for frequent users to enhance retention.​

✅ 5. Improve Customer Support Experience
●​ Train support agents for empathetic and fast response.​

●​ Add easy-to-access help centers in-app with FAQs and live chat.​

●​ Introduce post-order feedback to track customer satisfaction and areas for

improvement.​

✅ 6. Targeted, Non-Intrusive Marketing

●​ Avoid spammy notifications; focus on contextual push alerts that provide real value.​

●​ Use user segmentation to send relevant deals, not one-size-fits-all offers.​

●​ Partner with influencers who match your brand tone and resonate with your
customer base.​

✅ 7. Focus on Data Privacy and Security

●​ Ensure secure payment gateways and transparent data handling.​

●​ Notify users about how their data (e.g., wishlist, location) is used for personalization.​

✅ 8. Localize Strategy for Tier-II & Tier-III Cities

●​ Customize content and offers in regional languages.​

●​ Build smaller-scale delivery networks optimized for semi-urban geographies.​

●​ Promote local sourcing to reduce costs and ensure freshness.​

✅ 9. Sustainability as a Differentiator
●​ Use eco-friendly packaging and electric vehicles wherever feasible.​

●​ Highlight green initiatives in marketing campaigns to attract conscious consumers.​

✅ 10. Community Engagement and Brand Building
●​ Host events, giveaways, or flash offers tied to local festivals or university
campaigns.​

●​ Position the brand as a helpful, everyday companion—not just a transaction

platform.​

BIBLIOGRAPHY
A bibliography is an essential part of any academic research. It acknowledges the sources of
information that have contributed to the research and ensures transparency, credibility, and
academic integrity. For this project on the Quick Commerce industry, a combination of
books, research papers, industry reports, and online articles has been consulted.

Books & Academic References

1.​ Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson
Education.​

2.​ Sethna, Z., & Blythe, J. (2016). Consumer Behaviour. SAGE Publications.​

3.​ Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th
Edition). Pearson Education.​

4.​ Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and
Human Decision Processes.​

Industry Reports

5.​ Redseer Consulting (2023). India’s Q-Commerce Opportunity Report.​

6.​ EY India (2022). Digital Consumer Trends in Indian Retail.​

7.​ NASSCOM (2023). India’s Hyperlocal Delivery Landscape: Challenges and

Opportunities.​

8.​ McKinsey & Company (2023). The Rise of Instant Delivery and What It Means for
Urban Consumers.​
 9.​ NielsenIQ (2021). The Power of Personalization in Digital Commerce.​

Websites and News Articles

10.​Blinkit Official Website – [Link]

11.​Zepto Official Website – [Link]

12.​Swiggy Instamart Official – [Link]

13.​The Economic Times – “Zepto plans to double dark store network in 2024”​

14.​Business Standard – “India’s quick commerce market to touch $5.5 bn by 2025”​

15.​Mint – “Why Q-Commerce is the future of online shopping in India”​

Others

16.​Google Forms – Data Collection Tool used for Survey​

17.​Microsoft Excel – Used for Data Tabulation and Graphical Analysis​

18.​Canva – For creating visual charts and infographics​