Research GAP

There has been some research done in the past on the relation between AI and Online
shopping like

1. R. Seranma devi and A Senthil Kumar (2018) and their work on AI’s influence in the
Indian retail market

2. Masood H Siddiqui, Shalini N Tripathi (2016) suggested that for fulfilling the
consumer expectations and preferences factors such as the convenience, value for
money, risk reduction, ease of delivery system are critical for the emerging online
grocery retailers

3. Chadwick (2007) stated the impact of accuracy and efficiency of the billing system,
ease of purchase, shopping experiences, location and monitoring the spending in the
e- retail grocery sector

The existing studies on the use of Artificial Intelligence in e-grocery sector have been carried
out on the factors such as ease of purchase, shopping experiences, billing systems, website
and layout designing, etc but the other factors such as personalization, customization, product
recommendations by the means of AI algorithms, and their impact on the consumer decision
making can be researched further to understand their implications in the online grocery
sector.

Need for study

In the recent times, the trend of e-commerce and consumer inclination has increased towards
the convenient mode of grocery shopping, therefore the e-commerce companies are using
artificial intelligence, algorithm retailing, deep learning, big data, and machine learning in the
online grocery shopping for processing large databases. This study will indicate the effect of
the algorithms used in the websites and their significant impact on the perception of
consumer for the online groceries and how it is influencing & changing the consumer
decision making for purchases made online.

This study can be further utilized to understand the consumer perception regarding the
display of products and brands, voice search engines, impact of the recommendations shown,
time spent by the users to search for a particular brand or product and overall satisfaction of
consumers regarding the online grocery purchases.

OBJECTIVE

To study the impact of underlying dimensions of artificial intelligence used in the online
grocery stores on the consumer decision making

H0 – there is a significant impact of variables of artificial intelligence on the consumer

decision making