IMPACT OF DIGITIZATION ON CONSUMER BEHAVIOUR TOWARDS SHOPPING MALLS WITH SPECIAL REFERENCE TO GUJARAT STATE

Abstract

igitization is growing day by day in each and every Growing as well as Developed countries in the World. Therefore, the main reason for this study is to answer that what is the role of Digitization on Consumer Behaviour towards Shopping Malls with Special Reference to Gujarat State. For answering the Question, data was collected from 600 respondents from the Mega cities of Gujarat namely Ahmedabad, Surat, Baroda, Rajkot, Bhavnagar, Jamnagar, Junagadh and Gandhinagar. Expansion of Technology across the India and Gujarat State is Rapidity Increasing which we consider as the positive response for the Digitization. Most of the studies discussed the impact of Digitization on Consumer Behaviour only but in this Paper Researcher is going to study the Impact of Digitization on Consumer Behaviour towards Shopping Malls in Gujarat State. Independent sample t-test, one-way ANOVA, two-way ANOVA and simple regression techniques was used for the calculations with the help of SPSS software. The Hypothesis test proved that Digitization directly and indelicately affects Consumer Behaviour towards Shopping Malls. Factors like Age, Gender and Qualification etc directly affect the Relationship between Digitization and Consumer Behaviour towards Shopping Malls. Other demographic factors that mainly affect the Consumer Behaviour are Income and Educational level of the Respondents. Every factor dictates its own terms in its own brackets how a consumer reacts to make a buying decision when these factors are at play. The study recommends that while designing Digitized advertisements and packages companies should focus on the Age, Gender, Qualification etc variables of the Consumer. In short, we need to keep in mind that there are countless other internal and external factors at play which directly and indirectly affect the buying behaviour of the consumer towards shopping malls. Some are clearly seen and some are hard to observe. The study Findings will make available valuable information to Practitioners and Scholars and also Limitations and Future recommendations for Research Work.

Key Words" Digitization, Consumer Behaviour, Shopping Malls, Gujarat State, Technology, SPSS, Independent Sample t-test, One-way ANOVA, Two-way ANOVA, Simple Regression.