A study of Quick commerce and its impact on consumer buying behavior in India

This study is conducted to understand the impact of quick commerce on consumer buying behavior in the Indian market.Quick commerce represents a significant shift in the e-commerce landscape, prioritizing rapid delivery of products, typically within 10 to 30 minutes, to meet the demands of Indian consumers.This trend profoundly influences daily shopping habits across urban centers in the country.This paper posits that to fully comprehend the digital purchasing behaviors of Indian consumers, one must consider their impulsive buying tendencies.Additionally, quick commerce capitalizes on these impulsive behaviors by creating new online shopping opportunities.Following this framework, the study assesses how the adoption of quick commerce technologies affects consumer purchasing behavior by testing a series of hypotheses relevant to the Indian context.