International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Volume 8 Issue 2
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Impact of Quick Commerce Applications on Consumer Buying Behaviour and Brand Perception

Author(s) Ms. Jeevanthiga RB, Prof. Nithya K
Country India
Abstract The rapid rise of quick commerce platforms such as Zepto, Blinkit, and Swiggy Instamart has significantly transformed urban consumer buying behaviour. These platforms promise ultra-fast delivery, often within minutes, reshaping expectations around convenience, immediacy, and accessibility. This study explores how such instant delivery models influence impulse buying, purchase frequency, basket size, and brand switching tendencies. It also examines how constant availability and promotional strategies affect consumers’ perception of value and trust toward brands. With curated product listings and algorithm-driven recommendations, quick commerce platforms increasingly act as brand gatekeepers. As a result, traditional brand loyalty is evolving into platform-driven loyalty. The research further analyses how discounts, flash deals, and private labels impact consumer decision-making. While convenience enhances customer satisfaction, it may also reduce planned purchasing behaviour. The study highlights the psychological shift from need-based shopping to urgencydriven consumption. Overall, quick commerce is not just changing how consumers buy, but also how they perceive and relate to brands in a digitally accelerated marketplace.
Keywords Quick Commerce, Consumer Buying Behaviour, Brand Perception, Impulse Buying, Brand Loyalty, Instant Delivery, Digital Retail, Platform Economy, Private Labels, Urban Consumers.
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-21
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E-ISSN 2582-2160
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