A STUDY ON CONSUMER'S IMPULSE BUYING BEHAVIOR IN QUICK COMMERCE IN VASAI CITY

India’s growing digital economy. With platforms promising delivery in just 10–15 minutes, buying daily essentials has become faster and easier than ever. This shift is not limited to big metropolitan cities—it is now clearly visible in tier-2 cities like Vasai, Maharashtra. With a population of over 1.3 million, Vasai represents a mix of middle-class households, working professionals, and daily wage earners. Its strategic location near Mumbai, combined with high smartphone usage and affordable internet access, has made it an ideal environment for the growth of quick commerce services.While quick commerce has been widely studied in large cities, there is limited research focusing on smaller urban areas like Vasai.