International Journal For Multidisciplinary Research

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

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Volume 8 Issue 3
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The Role Of Visual Sensory Marketing On Gen Z Consumer Behaviour On Indian Quick Commerce Platforms: A UTAUT2 Perspective

Author(s) Khushi Vijay Goyal, Ayushi Shailesh Doshi, Bhumika Ajay Patil, Dhvani Rakesh Parmar
Country India
Abstract The rapid growth of quick commerce platforms has transformed consumer purchasing behaviour by emphasizing speed, convenience, and accessibility. This study examines the impact of visual sensory marketing on Gen Z consumer behaviour in Indian quick commerce platforms (Blinkit, Zepto, Swiggy Instamart) by integrating the UTAUT2 framework. Using a quantitative research design, primary data was collected from 325 Gen Z respondents in Surat through a structured questionnaire. Statistical tools including Spearman correlation, Chi-square test, factor analysis, and Cronbach's Alpha (α = 0.868) were employed. Findings reveal that visual sensory cues significantly influence purchase intention, enhance hedonic motivation, and contribute to stronger brand perception. Five underlying dimensions—App Visual & Interface Quality, Functional App Experience, External & Promotional Influence, Social & Aesthetic Influence, and Visual Quality Importance—collectively explain 60.15% of variance in consumer responses. The study concludes that visual sensory marketing plays a critical role in shaping user experience and long-term loyalty in quick commerce.
Keywords Sensory marketing, quick commerce, Generation Z, UTAUT2, consumer behaviour, visual design, purchase intention, India.
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-13
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E-ISSN 2582-2160
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