V3I5P63

A Study on Consumer Perception Towards Blinkit’s Pricing Transparency Fairness in Comparison with Other Quick-Commerce Platforms in Bengaluru City 

Deborah Raja^1*, Dharaneesh Venkatesan², Dr. Shekar N Makkalageri³

Abstract

The study focuses on understanding consumer perception towards Blinkit’s pricing transparency and fairness, particularly in comparison with other quick-commerce platforms operating in Bengaluru city. The main objective is to examine how consumers evaluate Blinkit’s pricing strategy, identify key factors influencing their perception such as delivery charges, handling fees, discount visibility, and price fluctuations, and analyze the impact of pricing perception on consumer satisfaction and platform preference. A descriptive research design was adopted, utilizing both primary and secondary data. Primary data were collected through a structured Google Form questionnaire distributed to 65 respondents, primarily students, working professionals, and urban consumers actively using quick-commerce platforms. Secondary data were obtained from research journals, industry reports, company websites, and online studies related to pricing strategies and digital commerce. The findings reveal that while 44.6% of respondents perceive Blinkit’s prices as slightly higher than offline stores, 26.2% feel they are similar, and 21.5% believe they are significantly higher. Delivery fees and handling charges emerge as the most influential factors shaping pricing perception. Furthermore, 50.8% of respondents trust Blinkit the most in terms of fair and transparent pricing compared to competitors, and 63.1% are willing to continue using the platform even if prices are slightly higher, provided pricing is fully transparent. The study concludes that pricing transparency plays a more critical role than low pricing in influencing consumer trust, satisfaction, and long-term platform loyalty in the quick-commerce sector.

Keywords:

Consumer Perception, Pricing Transparency, Price Fairness, Quick-Commerce, Blinkit, Bengaluru