Published on: May 2026
POST-PANDEMIC CONSUMER SPENDING BEHAVIOUR AND THE IMPACT OF DIGITAL MARKETING ON QUICK COMMERCE PLATFORMS: A STUDY OF AHMEDABAD CITY
Kushangi Madhu Asmi Makwana Aayushi Limbachiya
Dr. Sanjay Christian
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Abstract
A descriptive research design was adopted for the study. Primary data was collected from 460 respondents through a structured questionnaire using convenience sampling. Statistical tools such as percentage analysis, mean analysis, Chi-square test, Independent sample t-test, and ANOVA were applied using SPSS and Microsoft Excel for data analysis.
The findings reveal that young and educated consumers are the major users of quick commerce platforms. Consumers increasingly prefer quick commerce due to convenience, time-saving benefits, and fast delivery services. Personalized recommendations, flash sales, free delivery offers, and app notifications significantly influence purchase decisions. The study also found that impulse buying behaviour exists at a moderate level, while convenience-seeking behaviour plays a stronger role in platform usage. Digital payment systems, particularly UPI, are highly preferred, and trust in secure payment systems and refund mechanisms positively influences repeat purchase behaviour.
The study concludes that affordability, convenience, personalization, and trust are the key drivers of post-pandemic consumer spending behaviour on quick commerce platforms. The research provides useful insights for marketers and quick commerce companies to improve digital marketing strategies, customer engagement, and service quality in an increasingly competitive market.
Keywords: Quick Commerce, Consumer Spending Behaviour, Digital Marketing, Post-Pandemic Behaviour, Digital Payments, Ahmedabad City, Impulse Buying.
How to Cite this Paper
Madhu, K., Makwana, A. & Limbachiya, A. (2026). Post-Pandemic Consumer Spending Behaviour and the Impact of Digital Marketing on Quick Commerce Platforms: A Study of Ahmedabad City. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.812
Madhu, Kushangi, et al.. "Post-Pandemic Consumer Spending Behaviour and the Impact of Digital Marketing on Quick Commerce Platforms: A Study of Ahmedabad City." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.812.
Madhu, Kushangi,Asmi Makwana, and Aayushi Limbachiya. "Post-Pandemic Consumer Spending Behaviour and the Impact of Digital Marketing on Quick Commerce Platforms: A Study of Ahmedabad City." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.812.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: May 28 2026
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