Beyond the Metro: Understanding the Socio- Demographic Drivers of Q Commerce in Kerala

Sindhu K N, Dr. Sandhya K.

Abstract: The consumer adoption of q-commerce not only depends on the perceived convenience but also on the socio-demographic factors. This study focuses on the socio-demographic factors that influence consumer preferences and the adoption of quick commerce (q-commerce) services among consumers in Kerala. Primary data were collected through a survey of 116 respondents from different socio-economic backgrounds across the state. The analysis employs descriptive and inferential statistical techniques, including mean, median, mode, correlation, and regression analysis, to identify the determinants of q-commerce adoption. The results reveal that age, education, and monthly income have a major influence platform preference and usage frequency. Specifically, youth market, highly educated individuals, and higher-income groups exhibit high adoption frequency of q-commerce services. While familiarity with digital payment systems acts as a key facilitating factor, concerns related to security and platform trust remain notable barriers, particularly among older consumers. The findings offer important implications for q-commerce service providers seeking to expand in Kerala?s emerging digital marketplace, emphasizing the need for segment-specific strategies aligned with consumers? socio-demographic characteristics and levels of technological readiness.

Keywords: Quick commerce adoption, Q-commerce, Kerala digital market, Socio- demographic determinants, Technology adoption. Diffusion of Innovations (DOI), Ability-Motivation-Opportunity (AMO) framework, Digital payment familiarity, Cash-on-delivery, Platform trust, Perceived convenience, Last-mile delivery infrastructure

How to Cite?: Sindhu K N, Dr. Sandhya K., "Beyond the Metro: Understanding the Socio- Demographic Drivers of Q Commerce in Kerala", Volume 15 Issue 7, July 2026, International Journal of Science and Research (IJSR), Pages: 2300-2303, https://www.ijsr.net/getabstract.php?paperid=SR26728052417, DOI: https://dx.doi.org/10.21275/SR26728052417

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