A study on consumer adoption of Q-commerce services in Surat

This research investigates the dynamic landscape of Quick Commerce (Q-commerce) in India, tracing its evolution from a niche concept in 2011 to a transformative force in the e-commerce sector, with a focus on ultra-fast delivery within 10 to 30 minutes. Accelerated by the COVID- 19 pandemic, Q-commerce gained significant traction, serving over 190 million people in South Asia during the health crisis. Major players, including JioMart, Bigbasket, Amazon Fresh, and Swiggy Instamart, dominate India's Q-commerce market, emphasizing swift delivery, operational efficiency, and 24/7 service. The study explores consumer adoption patterns, revealing a balanced gender distribution, strong appeal among the 15-24 age group (primarily students), and active engagement from homemakers. Notable platform preferences include Bigbasket, BBNOW, and Swiggy Instamart, with convenience, delivery speed, and payment options influencing purchase decisions. Challenges such as delivery delays and high prices are identified, prompting recommendations to address delivery charges and optimize operations. The paper concludes by highlighting the transformative impact of Q-commerce, emphasizing the need for technological advancements, robust infrastructure, and consumer- centric strategies for sustained success in this dynamic market.