Author(s):
Amit Kumar Agrawal, Vinod Kumar Pandey
Email(s):
vinodpandey2878@gmail.com
Address:
Department of Commerce, Agrasen Mahavidyalaya, Purani Basti, Raipur, Chhattisgarh, India.
Department of Commerce, Agrasen Mahavidyalaya, Purani Basti, Raipur, Chhattisgarh, India.
*Corresponding author: vinodpandey2878@gmail.com
Published In:
Volume - 32,
Issue - 2,
Year - 2026
DOI:
10.52228/JRUA.2026-32-2-3 
ABSTRACT:
Customer interaction with electronic products in online marketplaces has changed as a result of the quick adoption of artificial intelligence (AI) in the retail industry. With particular reference to Raipur city, this study examines how AI affects consumer behavior, concentrating on the adoption, use, and enjoyment of AI-driven devices. The study assesses how well AI technologies like chatbots, predictive analytics, and personalized recommendation systems influence consumer choices by using data from a structured survey of 100 online consumers in Raipur city. To examine consumer views and test theories about whether AI would affect engagement, preference predicting, and customization, statistical tools such as multiple regression were used. The results indicate that while predictive analytics builds confidence by providing precise product recommendations, AI-powered personalization dramatically increases customer happiness and purchase intent. According to the study's findings, merchants need to use AI as an engagement strategy that strikes a balance between efficiency and morality in order to maintain customer loyalty. The results give policymakers and e-retailers important information for creating AI-enabled marketing plans that are suited to the demands of consumers in developing nations.
Cite this article:
Agrawal and Pandey (2026). Artificial Intelligence in Marketing of Electronic Goods: Consumer Perspectives from Raipur City. Journal of Ravishankar University (Part-A: SOCIAL-SCIENCE), 32(2), pp.24-38. DOI:https://doi.org/10.52228/JRUA.2026-32-2-3
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