The integration of personalization in e-commerce has transformed the landscape of online shopping by tailoring the consumer experience through data-driven strategies. This study investigates the influence of personalized buying preferences on online shopping behavior among consumers in Gujarat. Primary data were collected from 320 respondents across cities like Ahmedabad, Surat, Rajkot, and Vadodara using a structured questionnaire. The analysis utilized descriptive statistics, correlation analysis, t-tests, and ANOVA (Mahida R. , 2024). Findings revealed that while consumers moderately acknowledge personalized experiences, these strategies do not significantly influence shopping behavior, satisfaction, trust, or engagement. Furthermore, demographic variables such as gender and age showed no significant variation in acceptance of personalization (Mahida R. G., 2024). Correlation analyses between personalization experience and consumer satisfaction, as well as between strategy scores and engagement, yielded weak and statistically insignificant results. These findings suggest that current personalization efforts may lack the depth or relevance necessary to significantly affect consumer decisions in Gujarat. The study recommends deeper localization, increased consumer awareness, and enhanced data usage transparency as paths forward. It concludes that while personalization is recognized, its practical impact remains limited unless tailored to the regional context and consumer expectations (Mahida R. G., A Leading the Way: Sustainable Development and Economic Dynamics in Viksit Bharat@ 2047, 2024).
Sureshbhai et al. (Sun,) studied this question.