Impact of Quick Commerce Delivery App Services on Brand Perception in the Grocery Sector for Lucknow
Saadgi Agarwal, Dr. Ashish Chandra
(Student, Amity Business School) (Assistant Professor, Amity Business School)
Amity University, Lucknow, Uttar Pradesh saadgiagarwal25@gmail.com , achandra@lko.amity.edu
ABSTRACT
The rapid digitalization of the Indian retail sector has significantly transformed grocery consumption patterns. The rise of quick commerce delivery apps like Blinkit, Zepto, and BigBasket—which guarantee lightning-fast delivery in 10 to 30 minutes—is one of the most noteworthy trends. With particular reference to Lucknow, this study investigates how consumer brand perception in the grocery industry is affected by quick commerce delivery services. The study looks into how brand impression, brand experimentation, and brand switching behavior are impacted by platform-related characteristics, such as discounts, delivery speed, product availability, digital interface, and platform trust.
The research design used was both descriptive and analytical. A structured questionnaire with 10 closed- ended questions was used to gather primary data from 50 respondents in Lucknow. Percentage analysis and interpretative appraisal were used to analyze the data. The theoretical framework was established through the use of secondary sources, including academic literature and industry reports.
The results show that consumer brand impression is greatly influenced by rapid commerce platforms. Delivery speed was found to be the second most important element influencing brand rating, behind discounts and promotional offers. Customers believe that freshness and better quality are associated with faster delivery. A steady decline in the number of people visiting conventional kirana shops was noted, as well as a transfer of trust from platform to brand. According to the study's findings, rapid commerce platforms serve as digital brand mediators in Lucknow's dynamic urban retail ecosystem.
Keywords: Quick Commerce, Brand Perception, Grocery Retail, Consumer Behavior, Digital Retail, Lucknow, Brand Switching
