Q-Commerce: Consumer Buying Behavior Towards Quick Commerce Apps (Blinkit, Zepto, and Instamart) in Metro Cities

Quick Commerce (Q-Commerce) has emerged as one of the fastest-growing segments of the e-commerce industry by offering ultra-fast delivery of groceries, personal care products, household essentials, and other daily necessities within a short period. The rapid expansion of digital technologies, increasing smartphone penetration, changing consumer lifestyles, and the growing preference for convenience have significantly influenced the adoption of Quick Commerce platforms in metropolitan cities. This study examines consumer buying behavior towards leading Quick Commerce applications, namely Blinkit, Zepto, and Instamart, with emphasis on consumer preferences, usage patterns, satisfaction levels, and the factors influencing purchase decisions. The study is based on a descriptive research design using both primary and secondary data. Primary data were collected through a structured questionnaire from 100 respondents residing in metro cities using convenience sampling, while secondary data were obtained from books, research journals, company websites, and industry reports. The collected data were analyzed using percentage and frequency analysis. The findings reveal that Blinkit is the most preferred Quick Commerce platform among respondents due to its faster delivery service, wider product availability, and attractive promotional offers. Groceries constitute the most frequently purchased product category, while fast delivery, convenience, and discounts are identified as the major factors influencing consumer buying behavior. The study also indicates high levels of customer satisfaction regarding delivery speed, payment security, and overall service quality. Furthermore, most respondents expressed their willingness to continue using Quick Commerce applications and recommended these platforms to others.