Impact of Consumer Buying Behaviour Towards Online Shopping (Blinkit)

The growth of online shopping platforms has fundamentally changed how consumers shop in recent years. Blinkit has become one of the top providers of Quick Commerce Services as a result of the instant gratification, ease of shopping (due to technology), and ability to deliver quickly. This research project examines the relationship between consumer purchasing behaviour and online shopping specifically focusing on Blinkit. A structured questionnaire was used to collect data from 100 respondents and secondary data was collected from recent journal articles and research papers. Methods of analysis included simple percentage analyses, Chi square test, ANOVA and average score analysis. The results show that convenience, time, fast delivery, and availability of products are the primary motivations for consumers selecting Blinkit. The present study aims to examine consumer buying behaviour towards online shopping with special reference to Blinkit. The study aims to understand the factors that influence consumers to choose Blinkit and to examine how their purchasing behaviour has changed with the availability of quick commerce services. The findings reveal that convenience, time-saving, fast delivery, and easy availability of products play a major role in influencing consumers to prefer Blinkit. The results also indicate that Blinkit has positively affected consumer shopping habits and reduced the need for traditional shopping. Overall, the study highlights how quick commerce platforms like Blinkit are shaping modern consumer buying behaviour.