Factors influencing the choice between quick-commerce apps and neighbourhood kirana stores: Evidence from working professionals in Bengaluru

Abstract

Background: Q-commerce grocery delivery is rising in Indian cities, but neighbourhood Kirana stores remain strong. Evidence is still limited on working professionals and on studying preference, usage frequency, and spending share together. Purpose: This study examines how working professionals in Bengaluru choose between Q-commerce apps and Kirana stores, and what factors shape their behaviour. Method: A cross-sectional survey of 460 working professionals in Bengaluru was analysed. Tests included logistic regression (channel preference), multiple regression (app-use frequency), t-tests/MANOVA (group differences and demographic effects). Findings: Socio-demographic variables had weak influence on overall preference, with only modest links for work pattern and employment sector. Q-commerce benefits showed a small effect on app-use frequency, with convenience being the strongest driver. Kirana perceptions did not significantly predict a dominant Kirana preference. Preference groups did not differ in the importance assigned to convenience, cost, service quality, trust, or social interaction. Age showed the only significant multivariate effect. Conclusion: Results suggest a hybrid pattern: Q-commerce is used mainly for urgent needs, while Kirana stores support planned and bulk purchases.