Does AI matter in marketing? Unveiling the role of AI-driven marketing in quick grocery
Artificial intelligence; consumer behaviour; omnichannel; purchase intention; quick grocery
This study explores the impact of AI-driven marketing techniques on consumer attitudes and purchase intentions in the growing Q-grocery sector. The increasing use of AI in digital marketing presents opportunities to examine its influence on consumer decision-making, yet its specific impact within grocery shopping apps remains underexplored.Using theStimulus-Organism-Response (SOR) model, this study examines how AI-driven marketing techniques, namely personalisation, smart search, and dynamic pricing, influence consumer behaviour. Data were collected from 327 respondents through an online survey targeting users of Q-grocery shopping apps in India. Structural Equation Modelling (SEM) was used to test the relationships between AI marketing techniques and consumer purchase intentions.Findings reveal that personalisation and smart search have a significant positive impact on purchase intention, while dynamic pricing showed no significant effect. Additionally, consumer hedonic and utilitarian attitudes were found to mediate the relationship between AI marketing techniques and purchase intention. By connecting AI marketing strategies to purchase intention and consumer attitudes, this research adds a new perspective on how digital tools can influence consumer decision-making. These findings hold broader implications for omnichannel environments, where consistency in AI-enabled experiences across digital and physical touchpoints is critical for sustaining engagement. It also provides valuable insights for marketers seeking to enhance engagement and increase sales through targeted AI-driven strategies. 2025 Informa UK Limited, trading as Taylor & Francis Group.
International Review of Retail, Distribution and Consumer Research;Volume;36;Issue;2;pp.354-376
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.1080/09593969.2025.2526482 https://www.scopus.com/pages/publications/105010229333?origin=resultslist
Haneefa K.V., School of Commerce, Finance and Accountancy, Christ University, Bengaluru, India; Singh H., School of Commerce, Finance and Accountancy, Christ University, Bengaluru, India