A Comparative Study of Consumer Preference Between Informal Mobile Vendors and Quick Commerce Platforms in an Omnichannel Environment

Abstract

The rapid expansion of digital retailing has significantly reshaped consumer purchasing behaviour, particularly in urban markets. Quick commerce platforms such as Zepto and Blinkit have introduced ultra-fast delivery systems that emphasize convenience, speed, and accessibility. However, informal mobile vendors (peddlers) continue to play a vital role in the retail ecosystem by offering affordable products, personalized service, and trust-based interactions. This study aims to examine and compare consumer preference between peddlers and quick commerce platforms within an omnichannel framework. The research is based on primary data collected from 100 respondents using a structured questionnaire. Simple statistical tools such as percentage analysis, mean score analysis, and ranking methods were employed for data interpretation. The findings reveal that quick commerce platforms are more frequently used due to higher convenience and time-saving benefits, whereas peddlers are preferred for trust, price advantage, and environmental sustainability. The study highlights that consumer behaviour is situational, with individuals switching between channels based on specific needs and contexts. The research contributes to the existing literature by integrating informal retail into the omnichannel marketing framework and emphasizing the coexistence of traditional and digital retail systems in modern consumer behaviour.