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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66172
Volume:
10 |
7 |
Jul 2026
Pages:
1-10
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master Of Business Administration
Vidya Vikas institute of engineering & technology
Master Of Business Administration
Vidya Vikas institute of engineering & technology
The rapid expansion of quick commerce (Q-commerce) in India has transformed grocery and essential-goods retailing by enabling delivery within 10-30 minutes. Platforms such as Blinkit, Zepto, Swiggy Instamart, JioMart, and Flipkart Minutes have adopted dark-store networks, hyperlocal logistics, and data-driven demand forecasting to serve time-sensitive urban consumers. While these platforms compete intensely for market share, limited research has examined how they stratify and serve different customer segments. This study compares the customer segmentation strategies of the five leading platforms and identifies the factors that shape consumer preference, satisfaction, and continued usage. A descriptive research design was used, with primary data collected from 400 respondents through a structured questionnaire and analysed using percentage analysis, chi-square tests, correlation, and regression. The findings show that respondents aged 25-35 years, particularly those in business occupations and middle-income brackets, form the core user base. Zepto and Flipkart Minutes emerge as the most preferred platforms, while fast delivery, cashback, and free-delivery offers are identified as the strongest drivers of platform choice. Delivery speed shows the strongest correlation with customer preference (r = 0.70), and regression analysis confirms that delivery, discounts, price, and usability all significantly predict preference. However, satisfaction with delivery speed, product quality, and app usability remains largely neutral, and 41.5 percent of respondents are unwilling to recommend their platform to others, indicating moderate rather than strong loyalty. The study concludes that while quick commerce has strong growth potential in urban and Tier-2 markets, sustained success will depend on platforms improving delivery consistency, product quality, and personalised engagement to convert neutral users into loyal advocates.
KEYWORDS
This study set out to compare how Instamart, Zepto, Blinkit, JioMart, and Flipkart Minutes stratify and serve their customers, and to identify the factors shaping preference and satisfaction. The findings confirm that young, middle-income, urban consumers form the primary user base, and that delivery speed, discounts, and usability are the strongest statistically significant drivers of platform preference. Zepto and Flipkart Minutes currently lead in overall preference, while Instamart is perceived as offering the fastest delivery, suggesting that speed perception and overall preference are shaped by partially distinct factors. At the same time, satisfaction levels across delivery speed, product quality, and usability remain largely neutral, and a substantial share of users are unwilling to recommend their platform, pointing to a gap between growth and genuine customer loyalty. For quick commerce companies, sustained competitive advantage will depend on converting occasional, price- or offer-driven usage into consistent loyalty by improving service reliability, product quality, and personalised engagement. The sector's continued expansion into Tier-2 and Tier-3 cities makes addressing these gaps increasingly important for long-term profitability and customer trust.
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Publication Date
7/18/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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