Journal Press India^®

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This case study investigates consumer purchasing behavior on Zepto, a popular rapid commerce platform that provides 10-minute supermarket delivery services. The study looks at major aspects that influence consumer decisions, such as convenience, price sensitivity, and product diversity. Zepto’s speedy delivery concept is especially appealing to urban consumers, who seek immediate fulfillment of fundamental shopping demands. The study used several books, journal articles, and websites as secondary sources to learn about zepto-related information and consumer purchasing patterns. For the literature review, the study used Research Gate and Google Scholar. The findings show that convenience, specifically the capacity to obtain food fast, is the most important driver for purchasing decisions. While price remains a crucial consideration for consumers, with many being reluctant to pay high prices for convenience alone. This case study highlights the common purchase behaviors displayed by the consumers on the platform Zepto.

Keywords

Zepto, Technology, Dark Stores, Quick Delivery, SWOT analysis, Competitors

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