ARTIFICIAL INTELLIGENCE ADOPTION IN AUTOMOBILE RETAILING AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR: A REGIONAL STUDY OF UTTAR PRADESH

Abstract

Artificial Intelligence (AI) has emerged as a transformative technology in automobile retailing by improving customer engagement, personalization, and decision-making processes. The present study examines the impact of AI adoption on consumer purchase behaviour in automobile retailing with special reference to Uttar Pradesh. The study is based on primary data collected from 90 respondents across nine major cities of Uttar Pradesh, including Lucknow, Noida, Ghaziabad, Kanpur, Varanasi, and Agra. Statistical tools such as descriptive statistics, correlation analysis, regression analysis, ANOVA, and SPSS were used for data analysis. The findings reveal that nearly 78% of respondents preferred AI-based personalized recommendation systems, while 74% positively responded toward virtual showroom technologies. The study further identified a strong positive relationship between AI adoption and consumer purchase behaviour with a correlation coefficient of 0.804. Customer satisfaction and consumer trust were also found to significantly influence purchase intention and final buying decisions. The study concludes that AI-enabled automobile retailing significantly enhances customer experience and purchasing efficiency.