A Study on the Role of Artificial Intelligence in Consumer Decision Making in Karimnagar City
Keywords:
Artificial Intelligence, Consumer Decision Making, Consumer Behavior, AI-based Recommendation Systems, Purchase Decisions, Digital Marketing, Consumer Awareness.Abstract
Artificial Intelligence (AI) has emerged as a powerful technological force transforming the way consumers search for information, evaluate alternatives, and make purchasing decisions. AI-based tools such as recommendation systems, chatbots, voice assistants, and personalized advertisements increasingly guide consumer choices by offering customized, data-driven insights. The present study attempts to analyze the role of Artificial Intelligence in consumer decision-making in Karimnagar City. The study is based on primary data collected from 100 respondents using a structured questionnaire. The objectives include examining the socio-economic profile of consumers, assessing their awareness and usage of AI-based tools, and evaluating the extent to which AI influences their purchase decisions. Statistical tools such as percentage analysis, weighted average method, and chi-square test have been employed for analysis. The findings reveal that a majority of consumers possess moderate to high awareness of AI applications and that AI exerts a significant influence on their buying behavior, particularly among young and educated respondents. The study concludes that AI has become an integral component of modern consumer decision-making, necessitating responsible, transparent, and consumer-centric adoption by businesses.
References
Belanche, D., Casaló, L. V., & Flavián, C. (2020). Artificial intelligence in e-commerce: Consumer perceptions and acceptance of automated customer service agents. Journal of Retailing and Consumer Services, 54, 102028. https://doi.org/10.1016/j.jretconser.2019.102028
Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007s/s11747-019-00696-0
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., … Williams, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Kaplan, A. M., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Pantano, E., & Pizzi, G. (2020). Forecasting artificial intelligence on online customer assistance: Evidence from chatbot usage in retailing. Journal of Retailing and Consumer Services, 55, 102096. https://doi.org/10.1016/j.jretconser.2020.102096
Shankar, V. (2018). How artificial intelligence is reshaping retailing. Journal of Retailing, 94(4), vi–xi. https://doi.org/10.1016/j.jretai.2018.10.001
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating value with big data analytics: Making smarter marketing decisions. Routledge.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 The Voice of Creative Research
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
