Section: C

Group No: 14

Roll No Name

2024PGP476 Angaddeep Singh

2024PGP463 Yudhajit Koley

2024PGP487 Shubhika Arvindkumar Yadav

2021IPM005 Aaryan Jalan

2024PGPH046 Bhalerao Karuna Uttamrao

2024PGP485 Anamitra Jaiswal

UNDERSTANDING BUYER’S
BEHAVIOUR: Quick Commerce

Overview
The purpose of this report is to understand what factors are driving the growth of
quickcommerce, which now has the retail landscape of India. Imagine getting everything from
groceries to electronics like PS5 at your door within minutes!
Even ecommerce giants like Flipkart and Amazon have understood that quick commerce is here
to stay, and hence are entering into the space. Making the market even more competitive.

We conducted interviews to understand the decision making process of someone who uses
quick commerce. Using these interviews, we have been able to understand the customer
journey of these purchases and what are the marketing strategies being deployed by these
firms.

Below you will find the summaries of the 3 interviews conducted.

Consumer 1
Gender: Male
City: New Delhi
Age: 21

Section 1: Purchase Triggers

1. Initial Trigger
○ Wanted to give his mother a pair of wireless buds on her birthday, so she can
listen to content easily while working in the kitchen. Birthday was the next day
itself.
2. External Influences:
○ Had seen ads on instagram that blinkit has started selling bluetooth headphones
as well.

Section 2: Stages in the Purchase Process

1. Identifying Stages
○ I started comparing various quick commerce platforms which were available, and
how they compare with Flipkart in terms of pricing and delivery speed.
2. Stage Details
○ I found that quickcommerce was offering faster delivery at the same price, hence
I went to place the order on quick commerce.
Section 3: Inputs Sought at Each Stage

1. Information Gathering:
○ I looked for different quick commerce platforms which were available in my area.
○ Then I evaluated various wireless buds that were available, I looked at product
reviews to ensure the quality.
○ After this I compared the pricing and delivery times of various platforms.
2. Decision Making Factors:
○ The capability to deliver quickly was the biggest factor, I also considered any
special promotions or discounts available.

Section 4: Roles of Individuals Involved

1. Influencers and Decision-Makers:

○ I checked with my sister on which brand would be the most value to money, and
what should be the price of the buds.
2. Role of Service Providers:
○ The quick commerce platform gave real time updates about the delivery
○ The delivery personnel was very polite, and came in till the door to delivery
despite our road being very narrow

Section 5: Time Taken in Each Stage

1. Time Tracking:
 ○ Identification of need took 5 minutes, searching for different options available
took 15 minutes, evaluating the options took 30 minutes, and completing the
purchase took around 5 minutes.
2. Overall Time:
○ It took about 45 minutes from minutes to start, the bulk of the time went into
comparing the reviews of different products and their delivery times.

Consumer 2
Gender: Male
City: Bangalore
Age: 23

Section 1: Purchase Triggers

3. Initial Trigger
○ Wanted to buy stuff for Janmastami puja, but didn’t want to go scouting out in the
market for buy them
4. External Influences:
○ A whatsapp message from Zepto came mentioning Janmashtami Sale, that
made me click the link to land me on the app.

Section 2: Stages in the Purchase Process

3. Identifying Stages
○ First, I listed down all the items that were required for Janmashtami and some
special snacks. Next, I checked the discounts that were being offered and what
was the total cart value after adding up delivery charges. Finally, I made the
payment and received the order within 45 mins.
4. Stage Details
○ Once I felt that the discounts were good enough to offset the delivery charges
applied, I placed the order.

Section 3: Inputs Sought at Each Stage

3. Information Gathering:
○ I looked for available products, delivery times, and prices. I also checked
customer reviews to ensure the service was reliable and that the items were of
good quality.
4. Decision Making Factors:
○ The speed of the delivery was crucial, pricing was also a factor, but less crucial
than speed and product quality.

Section 4: Roles of Individuals Involved

 3. Influencers and Decision-Makers:
○ I discussed it with my mom, but I made the final decision on my own. She was
mainly concerned with getting the items asap, so she trusted my choice.
4. Role of Service Providers:
○ The delivery came on time, and my mother was very satisfied with the quality of
products.

Section 5: Time Taken in Each Stage

3. Time Tracking:
○ Identification of need took a few minutes, searching for different options available
took 20 minutes, evaluating the options took another 10 minutes, and completing
the purchase took around 5 minutes.
4. Overall Time:
○ The whole process from deciding to order to receiving the items took around 1
and a half hours.

Consumer 3
Gender: Female
City: New Delhi
Age: 28

Section 1: Purchase Triggers

5. Initial Trigger
○ Some unexpected guests had come in, and I was running low on groceries. I
needed the groceries quickly without leaving the house.
6. External Influences:
○ A friend had recommended the services because he had a positive experience.

Section 2: Stages in the Purchase Process

5. Identifying Stages
○ I checked the delivery time in my area of different platforms, and then quickly
added all the items into cart and made the payment through UPI
6. Stage Details
○ Once I compared the delivery times, I proceeded to place the order

Section 3: Inputs Sought at Each Stage

5. Information Gathering:
 ○ There was a banner named, best selling seasonal vegetables, I quickly added all
the vegetables from there. Because of this curated selection, I was able to
quickly add everything to the cart.
6. Decision Making Factors:
○ The speed of the delivery was crucial, the curated merch was helpful for quickly
adding everything required.

Section 4: Roles of Individuals Involved

5. Influencers and Decision-Makers:

○ I asked the guests what they wanted to have.
6. Role of Service Providers:
○ The delivery came on time, and groceries were packed very neatly to maintain
hygiene.

Section 5: Time Taken in Each Stage

5. Time Tracking:
○ Identification of need took a few minutes, searching for different options available
took 5 minutes, and completing the purchase took around 5 minutes.
6. Overall Time:
○ The whole process from deciding to order to receiving the items took around 30
mins.

Conclusion
We can deploy the 4Ps to analyze quick commerce.

4Ps Analysis

1. Product:
○ Customers were motivated by the need for quick deliveries of groceries and gifts.
This happened because most people don’t like to plan in advance. The product
enabled quick deliveries, and also the discovery of high quality and reliable
options was made easy through ratings and merch banners.
2. Product:
○ Price wasn’t the most important consideration in these cases, the customers are
mostly looking for convenience in terms of quick delivery, hence the quick
commerce platforms can charge higher prices, and even sell more premium
brands compared to general trade or even ecommerce.
3. Place:
○ The quick commerce operates on a dark store model within the prime locations of
the city to enable quick deliveries to customer’s doors. Customers appreciated
 the quick commerce services that were easily accessible through apps or
websites and provided real-time updates on their order status.
4. Promotion:
○ Promotions, such as social media ads and referrals from family and friends,
played an important part in acquiring customers. Positive reviews and
advertisements highlighting the speed and efficiency of delivery influenced their
decision to use quick commerce services.

Based on the points discussed above, here are the suggestions for quick commerce platforms
and brands that are selling on them:

1. Inventory and Supply Chain Optimization: Since the customers of quick commerce don’t
plan in advance, quick commerce platforms will have to become very good at demand
planning and having inventory for festivals and events. For example, we saw how good
demand planning and marketing campaigns through Whatsapp helped acquire a user.
2. Personalized Customer Experience: Making selection discovery easier will be the key,
since customers are in a hurry to order stuff. Optimizing the recommendations based on
customers demographics and purchase history will boost the business.
3. Sustainability Initiatives / Organic products: The users of quickcommerce are mostly
affluent class, taking such initiatives will bolster their image and promote users to buy
from them.
4. Diversification of Product Offerings: As we saw that one of the users bought bluetooth
buds, diversifying the products into apparels can be a good idea.
5. Loyalty Programs and Promotions: As we saw that most of the customers are in a hurry,
if these platforms are able to habituate a customer to buy from their app through loyalty
programs, the CLV will become very high.
6. Partnerships and Ecosystem Expansion:
a. Collaborate with Other Apps: Integrate with other popular apps (e.g. recipe, or
meal-planning apps), this will help expand the current user base.
b. Collaborate with Businesses: Currently, delivery personnel are not allowed to
enter tech parks, if there can be a way to get exclusive partnerships with these
tech parks it will unlock a lot of customers who work there.