International Journal of Scientific Research and Engineering Development

This research explores the psychological drivers behind the rapid adoption of quick commerce (Q-commerce) in India, focusing on the "10-minute delivery" model. The study posits that the primary motivator for consumer adoption is not merely convenience but the fulfillment of the innate human desire for instant gratification. Through a proposed mixedmethod approach combining a primary survey of urban consumers with an analysis of secondary industry data, this paper investigates the interplay between speed, convenience, price, and impulse buying behavior. Simulated results indicate that the "Need for Instant Gratification" and "Time-Saving" value are the most significant predictors of Q-commerce usage, far outweighing price sensitivity. Furthermore, the research highlights a strong correlation between frequent Q-commerce use and an increase in unplanned, impulse-driven purchases , suggesting that these platforms are fundamentally reshaping consumer shopping habits from a "plan-and-execute" to a "feel-and-react" model. The paper concludes by discussing the managerial implications for Q-commerce platforms and FMCG brands and outlines directions for future empirical research.