Archana, S and Tamilmani, S (2025) Consumer Awareness and Perception Towards Quick Commerce: A Study on Emerging Urban Retail Trends. Consumer Awareness and Perception Towards Quick Commerce: A Study on Emerging Urban Retail Trends, 4 (7). pp. 1-6. ISSN 2583-6129

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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

Item Type: Article
Uncontrolled Keywords: Quick Commerce (Q-Commerce),Consumer Awareness,Urban Retail Trends,Digital Consumer Behavior,Last-Mile Delivery
Divisions: PSG College of Arts and Science > Department of Corporate Secretaryship
Depositing User: Dr. B Sivakumar
Date Deposited: 12 Mar 2026 05:44
Last Modified: 12 Mar 2026 05:44
URI: https://ir.psgcas.ac.in/id/eprint/2694

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