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International Journal of Innovations & Research Analysis (IJIRA) [ Vol. 6 | No. 3(II) | July - September, 2026 ]

Impact of Quick Commerce on Grocery Buying Behaviour: Evidence from an Emerging Indian Urban Market

Dr. Sujata Chincholkar & Dr. Kavita Patil

Purpose: Quick commerce platforms offering ultra-fast delivery have transformed grocery retail ecosystems. This study investigates their influence on grocery buying behaviour in an emerging Indian city context.

Design/Methodology/Approach: Primary data were collected from 109 consumers in Nagpur city using a structured questionnaire. Descriptive statistics, Pearson correlation, chi-square testing, and regression analysis were employed to examine relationships among platform usage, customer satisfaction, demographic factors, and willingness to pay premium delivery charges.

Findings: Results indicate that quick commerce complements rather than replaces traditional grocery shopping. Customer satisfaction does not significantly influence willingness to pay additional delivery charges, suggesting persistent price sensitivity. Age shows only marginal influence on adoption behaviour.

Research Implications: The study extends omnichannel retail theory to quick commerce settings in emerging markets.

Practical Implications: Quick commerce firms should emphasize convenience positioning while maintaining competitive pricing strategies.

Originality/Value: Provides empirical evidence from a tier-II Indian city, a context underrepresented in quick commerce research.

Chincholkar, S. & Patil, K. (2026). Impact of Quick Commerce on Grocery Buying Behaviour: Evidence from an Emerging Indian Urban Market. International Journal of Innovations & Research Analysis, 06(03(II)), 137–145. https://doi.org/10.62823/IJIRA/06.3(II).9539
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DOI:

Article DOI: 10.62823/IJIRA/06.3(II).9539

DOI URL: https://doi.org/10.62823/IJIRA/06.3(II).9539

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