Key factors driving consumer's hyperlocal delivery choice

Abstract

The hyperlocal delivery industry has seen steep growth in the past few years. An all-round habit change in the way a consumer makes his purchase decision is underway. The project identifies the key factors that influence consumer purchase intention in availing hyperlocal delivery services when they are presented with different choices that present a tradeoff between speed of delivery and service cost for the grocery and the food delivery categories. The learnings thus explored have been that faster delivery speed for food, is the key determinant in attracting more users on the platform while the same for grocery might not be true at present. This has been utilized to understand the key management decisions and subsequently the various strategies that the firms operating in this space can deploy to gain better share.