Analyzing the Success Factors Of Quick Commerce In India: A Study On Customer Satisfaction And Demographic Influences

Abstract

Purpose: In India, grocery shopping is undergoing a transformative change with the rapid rise of Quick Commerce (Q commerce) platforms. The aim of our research is twofold: to pinpoint the primary drivers behind consumer satisfaction and habitual usage of these websites, and to evaluate the impact of demographic factors on consumers' intentions to make purchases.
Design/Methodology/Approach – Using a structured questionnaire and a 10-point Likert scale, we collected data from a random sample of 137 respondents through a correlational approach. Multiple Regression, ANOVA, and t-tests were used for empirical estimations.
Findings- 75% of the respondents rated timely delivery as highly satisfying, and this, along with product quality and return/refund policies, were found to be significant contributors to consumer satisfaction. While convenience and speedy delivery were the top reasons behind sustained and frequent usage of Q Commerce platforms, it was unexpectedly discovered that demographic variables like age, gender, income, and occupation had no significant impact on purchase intentions within this context.
Practical Implications- Enhancing customer satisfaction and fostering a loyal customer base are top priorities for Q Commerce businesses. Based on the escalating competition, improving delivery speed, product quality, and convenience are pivotal to achieving success. This study offers useful insights to assist in accomplishing these goals.
Originality/Value- In India’s burgeoning Q Commerce sector, this research delves into the factors that underpin consumer satisfaction and loyalty, showcasing a pioneering effort. Industry stakeholders can leverage actionable recommendations that offer unique insights.