From data to decisions: Understanding AI-driven consumer buying patterns in Chamoli district
DOI:
https://doi.org/10.64171/JSRD.5.S2.6-12Keywords:
Artificial Intelligence, Consumer behaviour, Digital market, ChamoliAbstract
This study examines the role of Artificial Intelligence-based digital tools in shaping consumer buying behaviour in the Chamoli District of Uttarakhand. With the increasing use of smartphones, internet services, online shopping platforms, and digital payment systems, consumers in semi-urban and hilly regions are gradually becoming exposed to AI-supported features such as product recommendations, personalized advertisements, and chatbot-based assistance. The research is based on primary data collected from 400 respondents. It focuses on how AI-enabled recommendations, personalization, consumer trust, and data privacy awareness influence purchase-related decisions. The findings indicate that AI-supported personalization and recommendation systems have a positive effect on consumer purchase behaviour. Trust strengthens this relationship, while privacy awareness affects the manner in which consumers respond to AI-driven marketing practices. The study further reveals that AI tools improve convenience and enhance the shopping experience, but concerns regarding excessive personalization, data misuse, and limited transparency may reduce consumer confidence. Therefore, the responsible use of AI, clear communication about data practices, and protection of consumer privacy are necessary for developing long-term trust in emerging digital markets such as Chamoli.
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