CONSUMER SATISFACTION AND PREFERENCE TOWARD BLINKIT VERSUS TRADITIONAL GROCERY STORES: AN EMPIRICAL STUDY IN BHOPAL CITY

The explosive rise of quick commerce platforms like Blinkit has had a profound effect on how we purchase groceries in cities across emerging markets (Chakraborty et al., 2022). This research investigates how consumers have adopted q-commerce, their levels of satisfaction with this platform, and its competition with traditional Kirana stores in Bhopal (Kaur et al., 2021). A total of 202 urban residents participated in this cross-sectional, quantitative approach to collect primary data. When studys the dataset was analyzed again, it had an overall high satisfaction index regarding the q-commerce platform (94.85%). Using a multiple linear regression model to examine predictors of consumer satisfaction, product availability (B=0.875, p<0.001) and convenience (B=0.315, p<0.001) were found to be the strongest predictors of overall consumer satisfaction with q-commerce; pricing was found to be negatively correlated with overall consumer satisfaction (B=-0.200, p<0.001). Additionally, 51% of respondents reported decreased visits to Kirana stores. These results indicate that traditional grocery retailers will need to develop localized digital delivery options to overcome the structural disadvantages created by q-commerce platforms (Al Amin et al., 2021).