The swift emergence of Quick Commerce (Q-commerce), with ultra-fast delivery, has revolutionized retailing by providing instant satisfaction to customers. This research examines the effect of Q-commerce on impulse purchasing behavior, considering psychological stimuli, marketing strategies and consumer groups. Based on a survey-based quantitative research design, responses from 283 participants were examined through factor analysis, cluster analysis, and multiple regression methods. The results indicate that convenience, timely promotions, and flexibility in digital payment have a major role in influencing impulse buying. Cluster analysis brought to light six different consumer segments with variations in buying habits and monetary knowledge. The research highlights the ethical dimensions of Q-commerce-based impulse purchasing and recommends a harmonious approach to marketing that ensures consumer wellness and business profitability..
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