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

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.