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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67418
Volume:
10 |
9 |
Sep 2026
Pages:
1-11
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.
Statistics
Ramnarain Ruia Autonomous College, Mumbai
Statistics
Ramnarain Ruia Autonomous College, Mumbai
Statistics
Ramnarain Ruia Autonomous College, Mumbai
With the rapid growth of Q-commerce platforms in the Indian metropolitan regions, this study examined how household usage, financial impact & retention behaviour with these platforms vary between Tier-1 & Tier-2 areas of the MMR. Using various non-probability sampling methods, 384 respondents were gathered from Tier-1 (CSMT-Mulund | Churchgate-Andheri | Vashi-Belapur) & Tier-2 (Thane-Badlapur | Mira Road-Virar | Kharghar-Panvel). Four Objectives were examined. First, Chi-Square tests & t-test revealed that usage frequency (p = 0.001) & the replace/supplementation of grocery shopping (p = 0.002) differed significantly by area while spend, budget share & behaviour did not. Second, Multiple Linear Regression showed that the seven constructs of service quality accounted for 50.2% of variance in retention (R2 = 0.502, F = 28.415, p < 0.001) with UI/UX (β = 0.294) & Convenience (β = 0.233) coming as the strongest positive predictors. Third, no significant area-based differences were seen in digital comfort, trust in local vendors or family influence though a significant positive correlation was found between education & digital comfort (ρ = 0.207, p = 0.203). Fourth, the primary adoption barriers were preference for in-person product selection & closeness to stores. Future adoption intent was significantly higher among Tier-2 non-users than Tier-1 non-users (p = 0.039). Across all objectives, regional differences were consistently seen in behaviour and access rather than attitude, saying that infrastructure expansion rather than trust building should be the strategy for closing the Tier-1/Tier-2 usage gap. The study extends prior single demographic, user only research by including a broader age range and a non-user perspective while noting limitations related to its non-probability sampling design and cross-sectional scope.
KEYWORDS
This study extends two existing bodies of research in specific stated ways. Anshuman et al. (2026) restricted their sample to Gen-Z respondents across five Tier-1 Indian cities and explicitly identified cross-tier, broader-demographic research as a direction for future work; the present study addresses this directly by sampling across all age groups and comparing Tier-1 and Tier-2 areas within a single metropolitan region. Neither Anshuman et al. (2026) nor Saleem and M Bhandari (2026) measured household level financial impact or spending behaviour; Objective 1 of this study addresses that gap directly, drawing on the household-centered approach used by Bezirgani and Lachapelle (2020) in a different national and demographic context. Finally, by including non-users and examining reasons for non-adoption (Objective 4), this study captures a population entirely absent from both source studies, which sampled only existing platform users.
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Publication Date
9/23/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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