A specific study on the factors influencing the adoption of Q-commerce in the East Singhbhum district

Abstract

The Indian retail sector has undergone massive change in the buying pattern of consumers specially the Gen Z with Q- commerce taking the front seat and leading the market in the terms of quick delivery of products especially groceries and essentials within 10 to 30 minutes .The study aims to dig into the factors that drive the consumers of East Singhbhum district to adopt Q-commerce platforms using a structured questionnaire. The data was collected from 100 respondents through random sampling. The results clearly indicate that the higher middle households and working professionals tend to be highly involved in commerce than young adults below 35 years of age who have lesser disposable incomes and use BNPL (Buy Now Pay Later). Packed items and beverages stand at 70% which shows impulsive purchase decisions and busy lifestyle. The paper also broadens area where Q-commerce platform can improve and inhibit longer sustenance and consumer retention.