A new consumer study conducted by leading Market Research and Consumer Analytics firm MaxEd reveals that Kerala’s electronics and home appliance buyers continue to rely heavily on offline stores, despite the rapid expansion of e-commerce across India. The survey, covering all 14 districts of the state, sheds light on how shoppers choose where to buy, what drives their decisions, and their future outlook on online platforms.
The findings highlight an important truth: while online platforms are growing, Kerala’s consumers still value physical shopping experiences, especially when it comes to high-end electronic appliances.
Offline Stores Dominate Consumer Purchases
The data clearly shows that brick-and-mortar stores remain Kerala’s first choice for purchasing both digital gadgets and home appliances.
Digital Gadgets
- 83.31% of buyers prefer offline stores (Home Appliances & Mobile Stores + Exclusive Mobile Stores).
- Only 16.70% opt for online platforms.
Home Appliances
- An even larger share,89. 69% purchase from offline retailers.
- Just10.30% rely on online channels.
This strong offline preference suggests that, for Keralites, shopping is not merely a transactional activity. It is experiential, grounded in trust, personal interaction, and the ability to physically evaluate a product before making a purchase.
Why Kerala Shoppers Still Prefer Offline Stores
The study identifies the top motivations behind choosing physical stores:
1. Ability to See and Touch Products (37.28%)
This was the most significant factor, especially for expensive and long-term-use items such as TVs, refrigerators, and smartphones.
2. Immediate Product Availability (24.00%)
Many consumers prefer taking the product home the same day instead of waiting for delivery.
3. Enjoyment of In-Store Shopping Experience (17.50%)
Physical stores offer demonstrations, salesperson support, and a sense of assurance.
4. Better After-Sales Support (9.13%)
Reliable service and quick issue resolution remain strong incentives for choosing offline stores.
Will Kerala Shift to Online Buying? The State Remains Undecided
While online platforms are growing in India, consumers in Kerala exhibit a mixed sentiment about shifting online.
- 45.79% are neutral – a large, undecided segment that represents potential growth for e-commerce brands.
- 29.54% say they are unlikely or highly unlikely to shift online.
- Only24. 66% are likely or very likely to make the move.
This indicates that while online isn’t being rejected outright, trust-building and improved digital experiences are essential to win over Kerala’s consumers.
Most Purchases Are Need-Based, Not Festival-Driven
One of the strongest insights emerging from the study is the timing of purchases:
- 75.22% buy appliances “only when needed.”
- Only 24.38% wait for festival deals.
This means Kerala’s electronics market is driven more by necessity than impulsive buying or seasonal offers. Retailers, therefore, cannot rely solely on festival campaigns to drive sales volume.
For more details on this study and report, reachout to [email protected]
