Push-to-Purchase: Impact of Notifications and Offers on Buyer Behavior in Quick-Commerce Apps

Rishabh Jain , Subhita S , Tony Paulson , Badri Narayanan

Push Notifications, Quick-Commerce, Consumer Behaviour, Notification Engagement, Promotional Offers, Discount Strategies, User Segmentation, Purchase Intention, ANOVA Analysis, Notification Fatigue, Personalization, E-commerce Marketing.

The fast growth of the quick-commerce (q-commerce) industry in India has exacerbated competition among large products Zepto, Swiggy Instamart, and Blinkit, and it has become more important to engage customers in their activities. Push notifications are a prevailing communication channel that is applied to provide time-limited discounts, promotions, and personalised suggestions. They are however more effective with different types of offers, timing, frequency and characteristics of the user. The research design was a quantitative descriptive study where the researcher gathered data through a structured online questionnaire comprising 322 q-commerce users and assessing attitudes towards notifications, behavioural response, and demographic variables. The methods of analysis, including descriptive statistics, one-sample t-tests, ANOVA, chi-square tests, correlation analysis, linear regression, and principal component analysis (PCA) were used to assess the effectiveness of notification. The research concludes that push messages can have a positive influence on the purchase behaviour under the condition that they are relevant, timely, and personalized. When messages are overused or they are not directed at the right person, it leads to a lack of trust and notification fatigue. The results support the necessity of customised, fact-based notification techniques that maximise user experience and increase conversions in the fast- changing quick-commerce environment in India.

Published Paper   E-Certificate

"Push-to-Purchase: Impact of Notifications and Offers on Buyer Behavior in Quick-Commerce Apps", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.11, Issue 1, page no.b61-b71, January-2026, Available :https://ijsdr.org/papers/IJSDR2601107.pdf

Volume 11 Issue 1, January-2026

Pages : b61-b71

Paper Reg. ID: IJSDR_306581

Published Paper Id: IJSDR2601107

Downloads: 000401

Research Area: Management All

Country: Chennai, Tamilnadu, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2601107

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2601107

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

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