THE ROLE OF CONVENIENCE AND AFFORDABILITY IN DRIVING INDIAN CONSUMER BEHAVIOR IN THE GIG ECONOMY

The gig economy has significantly transformed Indian consumer behavior, with platforms like Ola, Uber, Swiggy, Zomato and Urban Company reshaping how services are accessed and consumed. This study examines the role of convenience and affordability as the primary drivers of consumer preference for gig-based services over traditional alternatives. The research explores how factors such as digital penetration, ease of transactions through UPI-based payments, competitive pricing, and promotional discounts contribute to widespread adoption.

Additionally, the study investigates potential trade-offs, including concerns about service quality, surge pricing, consumer trust, and regulatory challenges, which influence consumer decision-making. By analyzing these dynamics, the research aims to provide insights for businesses and policymakers to optimize service models, enhance customer experience, and ensure the sustainable growth of India’s gig economy.