EXAMINING CONSUMER PERCEPTIONS OF QUICK COMMERCE IN INDIA

Abstract

This research project investigates consumer perceptions and behaviours toward Quick Commerce (QC) platforms in India, with a focus on factors driving adoption, satisfaction levels, and areas of concern. As QC platforms continue to reshape the retail landscape by offering ultra-fast delivery and seamless digital convenience, understanding consumer sentiments becomes crucial for businesses seeking to thrive in this competitive sector. The study, based on responses from 70 participants primarily from Ahmedabad and Vadodara, reveals a growing preference for QC services, especially for unplanned and daily essential purchases. Key factors influencing adoption include the convenience of home delivery, speed of service, and time savings. A significant portion of respondents expressed satisfaction with QC, particularly highlighting delivery speed as a major driver of positive experiences. However, the research also identifies notable areas for improvement. Many users reported occasional delivery issues, and some expressed concerns over product variety and quality. Interestingly, while QC is favored for quick and urgent needs, traditional retail outlets and supermarkets continue to hold value for bulk purchases and quality assurance. Additionally, while younger, urban consumers show higher engagement with QC, user interface design and app usability were found to be less influential in adoption, suggesting a potential disconnect between platform features and consumer expectations. The study concludes that for QC platforms to sustain growth and enhance customer loyalty, they must address operational inefficiencies, expand product offerings, and improve delivery reliability. Furthermore, strengthening trust through better service transparency and robust customer support can drive deeper market penetration. As the Indian digital retail ecosystem evolves, aligning quick commerce services with consumer needs and preferences will be key to long-term success.