ANALYZING CONSUMER PERCEPTIONS AND BEHAVIORAL DRIVERS IN QUICK COMMERCE: A STUDY ON LAST-MILE DELIVERY EFFICIENCY

This study explores consumer perceptions and behavioral drivers in the context of quick commerce, focusing on the critical role of last-mile delivery efficiency. Quick commerce, characterized by ultra-fast deliveries, has reshaped consumer expectations, emphasizing speed, accuracy, and convenience. The research investigates how factors such as delivery timeliness, service quality, and perceived value influence purchase satisfaction and loyalty. Leveraging insights from existing literature and empirical data, the study highlights that while speed remains a key driver, other elements like delivery accuracy, real-time tracking, and eco-friendly practices significantly impact consumer satisfaction. Additionally, the study examines cost-efficiency challenges in last-mile logistics and the potential of AI-driven solutions to optimize route planning and resource allocation. Findings suggest that enhancing logistics service quality not only improves customer satisfaction but also fosters behavioral loyalty in this competitive market. The research provides actionable insights for businesses aiming to refine their last-mile strategies and meet evolving consumer demands in the quick commerce landscape. Keywords: Quick commerce, Last-mile delivery, Consumer perception, Behavioral drivers, Delivery efficiency