Analysing The Influence of Price, Quality and Delivery Time on Consumer Purchase Intentions: Evidence from the Indian Market 1 0

Abstract

In the dynamic and competitive landscape of the Indian consumer market, understanding the key factors that drive purchase decisions is critical for businesses seeking to enhance customer satisfaction and build long-term loyalty. This research explores the combined influence of three major determinants – price sensitivity, perceived product quality, and delivery time – on the consumer's intention to purchase. The study is rooted in the context of evolving consumer expectations in India, where digital transformation and increased market access have significantly altered buying behaviour. A quantitative research design was adopted, utilizing a structured questionnaire distributed among a sample selected through probability sampling techniques. The responses were statistically analysed to assess the relative impact of each factor on purchase intent. The analysis revealed that product quality has the most substantial effect on consumer decisionmaking, indicating that buyers prioritize value and reliability over mere cost considerations. Price sensitivity, while still influential, ranked second, suggesting that affordability remains a concern but is often balanced against quality perceptions. Delivery time, although the least impactful among the three, still played a notable role, especially in the context of online retail where convenience and promptness are valued. The findings offer meaningful insights for marketers, producers, and logistics managers aiming to align their strategies with contemporary consumer expectations. Indian businesses, especially startups and SMEs, can leverage these insights to position their offerings more effectively, optimize pricing strategies, and streamline delivery operations. Moreover, this study contributes to the academic discourse on consumer behaviour in emerging economies and highlights the need for further research that incorporates technological adoption, brand loyalty, and post-purchase experiences as additional variables influencing buying behaviour.