Analysing Consumer Behaviour Towards 10-Minute Grocery Delivery Services: A Case Study of Zepto

Abstract

The emergence of 10-minute grocery delivery services has revolutionized the quick commerce sector in India. Zepto, a pioneer in this space, has garnered significant attention due to its promise of ultra-fast delivery. This research paper investigates consumer behaviour towards Zepto's services with a focus on key determinants such as convenience, time-saving, quality of service, pricing, and technological adoption. Data was collected through surveys, interviews, and secondary sources to assess consumer preferences, satisfaction levels, and usage patterns. Findings reveal that convenience and speed are primary motivators, while concerns over sustainability and service consistency persist. The paper concludes with recommendations for improving customer satisfaction and outlines future research directions.