Application of the UTAUT Model to Customer Purchase Intention Toward Zepto in Tumkur City

Authors

Nagendra R, Dr. Vikrama D K

Abstract

This study examines the factors influencing customer purchase intention toward Zepto, a rapid grocery delivery platform, in Tumkur City, using the "Unified Theory of Acceptance and Use of Technology" (UTAUT) model. The research focuses on key constructs of the UTAUT model, including 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), 'Social Influence' (SI), 'Facilitating Conditions' (FC), 'Hedonic Motivation' (HM), 'Price Value' (PV), and 'Habit' (HB), to assess their impact on consumer behavior and purchase decisions. 300 Zepto users data was collected in Tumkur through a structured questionnaire. The findings expose that "Performance Expectancy" and "Effort Expectancy" are the most important drivers of customer purchase intention, followed by "Social Influence", play a main role in encouraging adoption. Facilitating Conditions, particularly payment options, were identified as barriers to easier access. Additionally, Hedonic Motivation and Habit were found to contribute to user engagement and retention. The study suggest actionable proposals for Zepto to enhance customer satisfaction and retention in Tumkur, including improving payment flexibility, optimizing delivery charges, and fostering user loyalty through rewards and incentives. in general, this study tries to provide valuable insights for quick-commerce platforms looking to expand in tier-2 cities like Tumkur.

Keywords