V3I5P99

A Study on the Effect of Discount Pricing Strategy on Customer Purchase Intention in Quick Commerce (Zepto and Blinkit) 

Nisarga C. S^1*, Ikshith Jain²

Abstract

The rapid growth of quick commerce in India has transformed the way urban consumers purchase daily essentials. With busy lifestyles and increasing dependence on mobile applications, customers now expect faster delivery and greater convenience. Platforms such as Zepto and Blinkit have successfully responded to this demand by offering delivery within minutes, supported by aggressive discount pricing strategies. In such a highly competitive market, discounts have become a key tool to attract and retain customers.

This study examines the impact of discount pricing strategies on customer purchase intention in quick commerce platforms, with special reference to Zepto and Blinkit. It further explores how discounts influence impulse buying behaviour, repeat purchase decisions, and platform preference. The research is based on primary data collected from 100 urban respondents using a structured questionnaire measured on a five-point Likert scale. Descriptive statistical tools such as percentage analysis were used to interpret the data.

The findings reveal that discount pricing significantly influences customer purchase intention. A large proportion of respondents agreed that discounts encourage them to place orders, make impulse purchases, and increase their shopping frequency. However, the study also highlights that excessive reliance on discounts can lead to increased price sensitivity and platform switching behaviour, reducing long-term brand loyalty. Many customers tend to switch between platforms based on better deals rather than emotional attachment or brand preference.

The study concludes that while discount pricing is highly effective in driving short-term sales and customer engagement, it must be used strategically to ensure sustainable growth. Quick commerce platforms should balance attractive discounts with consistent service quality, customer satisfaction, and value-based differentiation to build long-term relationships with consumers.

Keywords:

Quick Commerce; Discount Pricing Strategies; Customer Purchase Intention; Impulse Buying Behaviour; Brand Loyalty