Consumers’ Perception Towards Q-Commerce Applications in Chennai District

Abstract

Background: The rapid evolution of retail e-commerce has led to the emergence of Quick Commerce (q-commerce), characterized by micro-fulfillment centers and sub-30-minute deliveries. In highly urbanized environments like Chennai, platforms such as Blinkit, Zepto, and Swiggy Instamart are reshaping daily shopping routines.
Objectives: This study aims to evaluate consumer perception towards q-commerce applications in the Chennai district by assessing the influence of demographic characteristics on usage frequency and examining the impact of core service attributes on consumer satisfaction.
Methodology: A descriptive research design was adopted for this study. Primary data was gathered through a structured online and offline questionnaire from a cross-sectional sample of consumers residing across various zones of Chennai.
Sample Design: A convenience sampling technique was utilized to select 250 active users of q-commerce applications within the district boundaries.
Statistical Tools: Data analysis was performed using descriptive statistics, Chi-Square Test of Independence (to check demographic associations), and Multiple Linear Regression Analysis (to determine drivers of satisfaction).
Results: The findings indicate that delivery speed, product availability, and user-interface convenience significantly dictate positive consumer perception. A strong association was observed between younger age demographics and higher weekly application engagement. Conclusion: The study concludes that while delivery speed remains the primary driver of consumer acquisition, consistent order accuracy and hassle-free return policies are essential for sustained consumer retention in Chennai's highly competitive quick-commerce landscape.