ManuScript Details
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Paper Id:
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IJGRD1018
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Title:
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CONSUMER AWARENESS, ADOPTION DETERMINANTS, AND SATISFACTION OUTCOMES IN QUICK COMMERCE (Q-COMMERCE) EVIDENCE FROM KERALA
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
ISSN Applied |
| Volume / Issue: |
Volume 1 Issue 3 |
| Pages: |
15
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| Published On: |
6/15/2026 6:20:28 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr Ameena Babu V |
| Institute: |
Amity University |
Co - Author Details
| Author Name |
Author Institute |
| Dr Ranjith Somasundaran C |
Amity University |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Q-commerce, Consumer Behavior, Quick Delivery, Service Quality, Kerala, Digital Commerce |
| Abstract: |
The study aimed to understand consumer awareness, usage patterns, and preferences related to Q-commerce platforms in Kerala. Data was collected from 120 respondents, with a majority being female and aged between 26-35 years. Most respondents belonged to the low-income group (earning less than ₹20,000 per month) and were from urban areas, although a significant share also came from rural and semi-urban regions. Findings revealed that 83% of respondents were familiar with Q-commerce, with Swiggy Instamart being the most widely used platform. Social media emerged as the primary source of awareness. While a portion of respondents rarely used Q-commerce, about 30% reported weekly usage. Most consumers spent less than ₹3,000 per order, indicating price sensitivity. Consumer preferences highlighted the importance of ease of ordering, product variety, quick delivery, and best deals. A large majority expressed willingness to continue using Q-commerce in the future, and trust levels in these platforms were notably high. Chi-square analysis showed a significant association between income and frequency of Q-commerce use, while no significant association was found between gender and either frequency of use or platform preference. Hence we can say that, Q-commerce platforms are gaining traction in Kerala, driven by affordability, convenience, and digital awareness. However, there is room for growth in rural areas and among low-frequency users, provided platforms focus on affordability, logistics, and customer engagement. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr Ameena Babu V, Dr Ranjith Somasundaran C, "CONSUMER AWARENESS, ADOPTION DETERMINANTS, AND SATISFACTION OUTCOMES IN QUICK COMMERCE (Q-COMMERCE) EVIDENCE FROM KERALA", International Journal of Global Research and Development,
vol. 1, no. 3, pp. 38-52, 2026.
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MLA
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Dr Ameena Babu V, Dr Ranjith Somasundaran C "CONSUMER AWARENESS, ADOPTION DETERMINANTS, AND SATISFACTION OUTCOMES IN QUICK COMMERCE (Q-COMMERCE) EVIDENCE FROM KERALA." International Journal of Global Research and Development,
vol 1, no. 3, 2026, pp. 38-52.
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APA
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Dr Ameena Babu V, Dr Ranjith Somasundaran C (2026). CONSUMER AWARENESS, ADOPTION DETERMINANTS, AND SATISFACTION OUTCOMES IN QUICK COMMERCE (Q-COMMERCE) EVIDENCE FROM KERALA. International Journal of Global Research and Development,
1(3), 38-52.
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CONSUMER AWARENESS, ADOPTION DETERMINANTS, AND SATISFACTION OUTCOMES IN QUICK COMMERCE (Q-COMMERCE) EVIDENCE FROM KERALA
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