Journal of Advanced Research in Corporate Governance and Leadership Practices in the Digital Age

AI-Driven Personalization in Food Delivery Platforms: Its Impact on Consumer Trust in Ahmedabad

Miloni Shah — 2026-11-05

The rapid growth of digital technology and Artificial Intelligence (AI) has transformed the way consumers interact with food delivery platforms such as Swiggy and Zomato. These platforms use AI-driven personalization to provide customized restaurant recommendations, food suggestions, personalized offers, discounts, and targeted notifications based on consumers' preferences and previous ordering behavior. Such features aim to improve the customer experience by making food discovery more relevant, convenient, and efficient. However, the use of consumer data for personalization also raises concerns regarding privacy, transparency, and trust.

The present study, titled “AI-Driven Personalization in Food Delivery Platforms: Its Impact on Consumer Trust in Ahmedabad,” aims to examine how AI-driven personalization influences consumer trust in food delivery platforms. The study focuses on understanding consumers' perceptions of personalized recommendations and offers, their perceived relevance and convenience, concerns regarding the collection and use of personal data, and their confidence in the platforms providing these services. It also examines the relationship between consumer trust and consumers' intention to continue using food delivery platforms.

The study adopts a descriptive and analytical research design using primary data collected through a structured questionnaire. The questionnaire consists of 15 questions, including demographic and food delivery usage-related questions, along with statements measured using a five-point Likert scale ranging from “Strongly Disagree” to “Strongly Agree.” The questionnaire is designed to collect information about respondents' experiences with AI-driven personalization, privacy concerns, transparency, consumer trust, and continued usage intention. The geographical scope of the study is Ahmedabad, Gujarat, and the target respondents are consumers who use food delivery platforms.

The research seeks to understand both the positive and negative aspects of AI-driven personalization. On the positive side, personalized recommendations and offers may help consumers discover suitable food options and make ordering decisions more easily. On the other hand, concerns about how personal information is collected, stored, and used may influence consumers' willingness to trust these platforms. Transparency in data usage and responsible handling of consumer information may therefore be important factors in building and maintaining trust.

The study further considers whether consumer trust is associated with the intention to continue using food delivery platforms. Understanding this relationship may help explain how platforms can balance personalized customer experiences with privacy protection and transparency. The findings, based on the responses collected and analyzed, are expected to provide insights into consumer perceptions of AI-driven personalization in Ahmedabad.

Overall, the study aims to contribute to a better understanding of the relationship between AI-driven personalization and consumer trust in the food delivery sector. It may help food delivery platforms identify ways to improve personalization practices, communicate data usage more clearly, address privacy-related concerns, and develop stronger consumer relationships. The study may also provide useful insights for marketers and platform managers seeking to use AI responsibly while maintaining consumer confidence and encouraging continued platform usage.

A Study on the Impact of Customer purchase Experience in organized supermarkets on Customer Loyalty in Ahmedabad

Raj Prajapati — 2026-11-05

This study looks at the shopping experience of customers in organized supermarkets in Ahmedabad. It focuses on different parts of the shopping visit like product availability, prices, cleanliness and product arrangement. It also includes staff behaviour, billing process and the overall shopping experience. The data for the study was collected through a questionnaire from 180 respondents.

From the responses, it can be seen that the overall purchase experience is around an average level. Customers were more satisfied with the product arrangement and finding products in the store. However, some customers faced problems with product availability and some products were not available when they needed them. Billing was also one of the areas where customers faced more difficulty because of waiting time. Customers also gave mixed responses about pricing, cleanliness, staff behaviour and overall convenience.

The results also show that purchase experience is different among different age groups. However, other factors did not show much difference in the responses. Gender, occupation and shopping frequency did not show any significant difference in purchase experience. Based on these findings, supermarkets should focus on better stock availability, faster billing, reasonable pricing, cleanliness and better customer service.

Overall, organized supermarkets in Ahmedabad are performing okay in some areas, especially in product arrangement. But there is still scope for improvement in different parts of the shopping experience. The study could not properly test the relationship between purchase experience and customer loyalty because separate customer loyalty questions were not included in the final survey response sheet.

A Study on the Role and Impact of Artificial Intelligence in Marketing Decision-Making and Customer Engagement in the FMCG Retail Sector in Ahmedabad

Prabhat Kumar Kushwaha — 2026-11-05

The application of Artificial Intelligence (AI) to assist in marketing functions like customer segmentation, personalisation, demand forecasting, product recommendations, customer service via chatbots and promotional planning is becoming more common amongst FMCG retailers. The study seeks to gain insights into the role and impact of Artificial Intelligence on Marketing Decision Making and Customer Engagement in FMCG Retail Sector in Ahmedabad, understand the use of AI applications in FMCG marketing, impact of AI in customer engagement, how AI is used to understand customer preference and challenges faced by retailers in adopting AI. The study further indicates how the retail marketing of FMCG can be more effectively done by the incorporation of AI.

The study is of quantitative type, descriptive, analytical and cross sectional. The primary data was collected from 101 Ahmedabad based FMCG consumer from the convenience sampling method by using a structured questionnaire in the form of Google Form. The questionnaire included questions about the profile of the respondents and eleven statements regarding the use of AI in marketing decisions, use of AI tools, customer engagement with AI and the balance between AI use and human involvement, rated on a 5-point Likert scale. Secondary data was collected from research papers, journals and industry reports. The data was analysed in MS Excel and SPSS using frequency and percentage analysis, charts, descriptive statistics, Cronbach's Alpha, Pearson correlation and linear regression and four hypotheses were tested at 5% level of significance.

The findings revealed that the perceptions of consumers about the use of AI in FMCG marketing were mixed, with the mean scores being near the neutral point from 2.81 to 3.24. Personalised advertisements and recommendations were the top two applications that were most accepted (43.56% agreement for both) whilst personalised recommendations and advertisements had the highest disagreement (51.49%). The most unanimous agreement (46.53%) was that FMCG firms should strike a balance between adopting AI and involving human expertise. The results for AI in marketing decisions was indicative as the scales were not very reliable, with a weak positive, but not significant correlation with customer engagement (r = 0.191, p = 0.056); the four null hypotheses were not rejected and the regression model explained only 4.7% of the variance in engagement. For FMCG retailers, the study identifies several recommendations including making personalisation more relevant to the customer, making the advantages of AI transparent to customers, being transparent about the use of data and using a hybrid approach where AI complements, but does not replace human interaction.

Consumer Buying Behaviour: Balaji vs Lay’s

Jani Priyansh — 2026-11-05

The packaged food market in India is highly competitive, and consumers can choose from a wide range of brands. Lay’s and Balaji are two well-known brands that differ in taste, price, brand image, and availability. This study was conducted to determine the factors influencing consumer choice between Lay’s and Balaji, to compare consumer satisfaction and preferences, and to analyse the role of brand image and loyalty. The two brands differed in brand loyalty and price sensitivity. Balaji consumers were more price sensitive and valued affordability and local availability, whereas Lay’s consumers were driven more by flavour variety and packaging. A few consumers had no fixed preference, and their choices varied with product quality, ingredients, and offers. The strength of Balaji is its price, while flavour and satisfaction appear to strengthen loyalty to Lay’s.

Impact of Financial Literacy on Investment Decision Making Among GENZ’s In Ahmedabad

Nihal Prajapati — 2026-11-05

Investment decisions are influenced by financial literacy, risk perception, investment preferences, information-seeking behaviour, and individual financial circumstances. The present study examines investment awareness, attitudes towards investment risk, and investment preferences among respondents, with particular emphasis on their understanding of fundamental financial concepts and their approach to investment decision-making. Primary data were analysed using a structured questionnaire to examine respondents’ demographic profiles, financial knowledge, risk attitudes, investment planning practices, and preferred investment instruments. The findings indicate that respondents demonstrate a relatively positive level of self-reported investment awareness, particularly regarding the relationship between risk and return, diversification, comparison of investment alternatives, and the evaluation of financial information. Approximately 78% of respondents reported an understanding of the risk–return relationship, while 79% recognised the importance of diversification. Furthermore, 85% reported comparing investment alternatives, and 81% indicated that they consult relevant financial information before making investment decisions. Equity shares emerged as the most preferred investment option, selected by 50.4% of respondents, followed by mutual funds at 24.4%. However, awareness of inflation’s impact on investment returns and the consistent consideration of financial goals and investment horizons were comparatively weaker. The findings also highlight the importance of considering personal income and financial capacity when evaluating investment preferences. The study draws on Financial Literacy Theory, Modern Portfolio Theory, Prospect Theory, Rational Choice Theory, and Goal-Based Investment Planning to interpret the findings. It recommends strengthening practical financial education, promoting goal-oriented investment planning, improving the evaluation of financial information, and encouraging investment decisions aligned with individual risk capacity and financial circumstances.

Social Media Marketing and its Impact on Consumer Purchase Decision: A Comparative Study of Flipkart and Amazon.

Saurabh Rohit — 2026-11-05

The rapid growth of social media and e-commerce has significantly influenced consumer awareness, preferences, and purchase decisions. This study examines the impact of social media marketing on consumer purchase decisions through a comparative study of Amazon and Flipkart. The study focuses on the influence of social media advertisements, customer reviews, ratings, influencer marketing, short videos, product demonstrations, discounts, and attractive offers on consumer buying behaviour. Primary data was collected through Focus Group Discussions (FGDs) to understand participants' online shopping behaviour and the factors influencing their choice between Amazon and Flipkart. The findings indicate that social media marketing creates product awareness and purchase interest, while reviews and ratings play an important role in building consumer trust and reducing the risk of poor purchases. Instagram was found to be particularly influential for product discovery and engagement, whereas YouTube supported detailed product evaluation through reviews, demonstrations, and unboxing content. Participants also compared prices, product ratings, delivery time, and return policies before making their final purchase decisions. Overall, the study indicates that engaging, informative, and trustworthy social media content can positively influence consumer purchase intention. Amazon was slightly preferred for reliability, while Flipkart was preferred for attractive offers