This research explores the psychological and behavioral responses of consumers in the Saurashtra region toward AI-driven personalization in e-commerce. As Tier-2 and Tier-3 (categorizing the economic development level of Saurashtra cities.) cities in Gujarat undergo rapid digital transformation, AI-powered algorithms—ranging from predictive product recommendations to dynamic pricing—are reshaping the retail landscape. Through a mixed-methods approach, this study examines the tension between "convenience" and "privacy," specifically within the culturally distinct, value-conscious demographic of Saurashtra. Findings suggest that while personalization enhances the shopping experience for younger demographics, significant "privacy paradox" concerns persist among older cohorts, requiring a localized approach to AI ethics and transparency.
Dr Dinkar B Morvadia (Sun,) studied this question.