“Emotional vs Rational Decision Making in Ultra-Fast Grocery Shopping.”

Abstract

10-minute grocery apps have undergone a tremendous change in terms of influencing consumer buying habits with respect to their focus on speed and convenience. The present study aims to analyse how the relationship between emotion and reason exists among consumers using these apps for fast deliveries within 10 minutes. Data collection involved surveying 70 individuals using a structured questionnaire containing questions related to demographic characteristics, motivations, emotional triggers, and purchasing behaviour.
The results indicate that the majority of customers fall into the 18–24 age range and are mostly students, suggesting high penetration among young digital consumers. In terms of rational motivators, convenience and saving time ranked top, with more than 75% of participants considering them as primary factors driving their decisions to use these platforms. Most consumers also evaluated their product necessities and compared prices, implying the presence of reasonable decisions.
However, emotions still affect consumers' choices to some extent. Almost half of the sample purchased items impulsively without prior planning, and many were satisfied with their actions after purchasing something. Discounts and promotions heavily influenced their decisions, whereas advertising played a minor role emotionally.