Assessfy Pvt. Ltd Moderate 5 milestones 100 marks

Consumer Behavior Study on Quick Commerce in Tier-1 Indian Cities

Target year: MMS Sem 3 (Consumer Behaviour) AICTE: 3 credits · ~75 hrs Bloom: Analyze MU CBCS: MM302 Consumer Behaviour

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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Milestones

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Core skills

About this project

Investigate consumer behavior + decision-making for quick-commerce platforms (Blinkit, Zepto, Instamart) in Mumbai/Delhi/Bangalore. Use mixed-methods: 200-respondent survey + 15 depth interviews + ethnographic shadowing. Apply Engel-Kollat-Blackwell or Howard-Sheth model.

Course Learning Outcomes (CLOs):
CLO1: Apply consumer-behavior models to a real industry phenomenon.
CLO2: Design + execute mixed-methods research.
CLO3: Analyze quantitative data using inferential statistics.
CLO4: Synthesize qualitative insights from interviews + observations.
CLO5: Communicate research findings in industry-ready format.

Industry/societal relevance: Quick commerce is the fastest-growing Indian retail category (>$5B GMV, projected $40B by 2030); strong placement-link to Blinkit, Zepto, Instamart product/marketing teams.

Milestones

1. Lit Review + Hypothesis

15 marks 7d

Review 15 academic papers on impulse buying + e-commerce convenience. Form 3 testable hypotheses.

2. Quant Survey (n=200)

25 marks 14d

Design 25-item Likert + categorical survey. Pilot with 20, refine, deploy at scale. Achieve diverse demographic spread.

3. Depth Interviews + Ethnography

25 marks 18d

15 semi-structured interviews + 5 shadowing sessions during orders. Transcribe + theme-code.

4. Statistical Analysis

20 marks 14d

SPSS: t-tests, ANOVA, regression. Test hypotheses. Triangulate with qualitative themes.

5. Final Research Paper

15 marks 12d

15-page research paper in academic format. Submit to a college research journal or conference.

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Skills you'll learn

Consumer Behavior frameworksMixed-methods researchSurvey designQualitative interviewingEthnographic observationSPSS analysisInsight synthesis

Tools used

Google Forms / SurveyMonkeySPSS (or jamovi free)Voice recorderOtter.ai (transcription)MS PowerPointExcel

Prerequisites

Marketing Management; Research Methodology (typically taught Sem 2); basic statistics; comfort with people-research

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