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Research Paper | Information Technology | Volume 15 Issue 8, August 2026 | Pages: 1598 - 1606 | India
The Convenience Dividend: Consumer Choice and Behavioural Economics in India's Platform Economy
Abstract: This study investigates the relationship between convenience and consumer behaviour in India's platform economy. Primary data were collected from 102 respondents through a structured online survey examining the influence of delivery speed, price, decision time, on-screen product placement, estimated delivery time and interface design on purchasing choices. The findings show that convenience operates as more than an operational efficiency: 67.6 per cent of respondents use delivery applications at least two to three times a week, 64.7 per cent select the first-displayed option at least sometimes, and 53.0 per cent report increasing reliance on such platforms over time. At the same time, 57.8 per cent still spend more than ten minutes before ordering and only 36.3 per cent treat faster delivery as the single decisive factor, indicating that deliberation is compressed rather than eliminated and that price remains a live consideration. The paper introduces the Convenience Dividend as a framework describing how platforms create value by reducing search cost and redirecting consumer attention, and argues that this dividend is shared unevenly between platform and consumer. Findings are interpreted through bounded rationality, heuristics and choice architecture. As the study uses convenience sampling and self-reported cross-sectional data, results describe association and are not claimed to be causal or nationally representative.
Keywords: convenience dividend, behavioural economics, consumer behaviour, platform economy, quick commerce, choice architecture, bounded rationality, digital commerce, India
How to Cite?: Naazia Gupta, Raghu Raja Mehra, "The Convenience Dividend: Consumer Choice and Behavioural Economics in India's Platform Economy", Volume 15 Issue 8, August 2026, International Journal of Science and Research (IJSR), Pages: 1598-1606, https://www.ijsr.net/getabstract.php?paperid=SR26823165202, DOI: https://dx.doi.org/10.21275/SR26823165202