Impact of Quick Commerce Applications on Consumers Buying Behaviour and Brand Perception

International Journal of Emerging Research in Science, Engineering, and Management
Vol. 2, SI1 (2026), pp. 137–143
Proceedings of Selected Papers from the
National Conference on Emerging Trends in Commerce and Management
NCETCM-2K26
2026-03-30 to 2026-03-31
Vijayawada, Andhra Pradesh, India
Organized by Andhra Loyola College, Vijayawada, India
eISSN: 3107-9075

This work is licensed under a Creative Commons Attribution 4.0 International License .

Impact of Quick Commerce Applications on Consumers Buying Behaviour and Brand Perception

1Ch. Vara Lakshmi, 2A. Madhuri, 3B. R. Kumar, 1D. Bhaskara Rao

1Assistant Professor, Department of MBA, Andhra Loyola College, Vijayawada, Andhra Pradesh, India
2Associate Professor, Department of MBA, Andhra Loyola College, Vijayawada, Andhra Pradesh, India
3Director & Professor, Department of MBA, Andhra Loyola College, Vijayawada, Andhra Pradesh, India

Abstract

Q-commerce, or quick commerce, emphasizes rapid deliveries, usually within an hour. This article attempted to evaluate the impact of quick commerce apps on consumer buying behaviour and brand perception, considering demographic factors such as age, gender, occupation, educational qualification, and area of residence. A non-probability convenience sampling method was used to collect data from 100 users through a structured questionnaire. Statistical tools like ANOVA, regression, and correlation were applied for analysis. Findings indicate that demographic factors have no significant statistical correlation with brand perception towards quick commerce apps, with age, gender, qualification, and occupation negatively associated, while area of residence showed a positive association. Additionally, consumer awareness and acceptance of fintech were found to be statistically insignificant in relation to each other.

Keywords: Quick commerce, Brand Perception, Convenience sampling, Consumer Behaviour, E-commerce Adoption.

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DOI: 10.66710/ijersem.v2si1.18

Open Access • Peer Reviewed Article

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This article is part of Volume 2, Special Issue 1 (May 2026)

2026-05-17