Impact of Personalized Digital Marketing Strategies (Offers and App Notifications) on Purchase Decisions in Quick Commerce: A Study among Generation Z Consumers in Andhra Pradesh.

Author

Ms. RAYEE J V S S JAHNAVI, Dr. K. Krishna Rao

Abstract

 The rapid growth of quick commerce has changed the way consumers purchase groceries and daily essentials by providing fast and convenient delivery through mobile applications. Digital marketing strategies such as personalized offers, discount alerts, and app notifications are increasingly used by quick commerce platforms to attract and influence consumers. This study focuses on the impact of personalized digital marketing strategies, particularly offers and app notifications, on the purchase decisions of Generation Z consumers in Andhra Pradesh.

The main purpose of this study is to understand how personalized offers and app notifications influence consumers' decisions to make purchases through quick commerce applications. The study considers Generation Z consumers as the target group and examines their responses to different types of digital marketing strategies, including personalized discounts, promotional offers, reminder notifications, and product-related alerts. The study also aims to identify which type of personalized strategy has a greater influence on purchase decisions.

The research will use primary data collected from Generation Z consumers in Andhra Pradesh through a structured questionnaire. The collected data will be analysed to understand consumer preferences, responses, and purchasing behaviour. 

Keywords

Personalized Digital Marketing, Offers, App Notifications, Purchase Decisions, Quick Commerce, Generation Z, Consumer Behaviour, Andhra Pradesh, Digital Marketing Strategies.

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References

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