Factors Affecting Consumer Intention to Use Blinkit in Rajkot City
DOI:
https://doi.org/10.53983/ijmds.v15n02.011Keywords:
Consumer Behaviour, Online Grocery Shopping, Shopper IntentionAbstract
In today’s era, internet has become one of the most popular platforms to shop online including online grocery shopping (OGS) which has been considered relatively new but a promising sector of e-commerce in India. This study explores the factors influencing customer intention to use Blinkit, a quick-commerce platform, in Rajkot city. A study was carried out for understanding the key factors affecting customer intention such as Trust, Convenience, and Security. A survey was developed, and responses were collected and analysed using multiple regression analysis. The findings suggest that one of the major determinants of customer satisfaction while buying groceries from Blinkit and the study provide insights for Blinkit to optimize its services, improve customer satisfaction in Rajkot city. A simple random sampling method was used, and a structured questionnaire was employed to collect data. In total 225 respondents have been given preference having to blinkit. Founded in 2013, it has evolved to specialize in rapid delivery of groceries and a wide range of household items. Operating through a network of strategically located "dark stores," Blinkit ensures that orders are fulfilled and delivered to customers within minutes, significantly enhancing convenience. Blinkit has stiffened its position in the competitive Indian market, focusing on leveraging technology to meet the demands of fast-paced urban lifestyles.
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