Digital Transformation in Retailing: An Empirical Analysis of Its Impact on Consumer Buying Behaviour

Abstract

The rapid advancement of digital technologies has significantly reshaped the retail landscape and transformed the way consumers engage in purchasing activities. With the widespread adoption of smartphones, internet accessibility, and digital payment systems, consumers are increasingly relying on digital platforms for information search, product evaluation, and final purchase decisions. This study aims to examine the impact of digital transformation on consumer buying behaviour, with a particular focus on the roles of convenience and personalization. The research is based on primary data collected from 120 respondents through a structured questionnaire. Statistical techniques, including correlation and regression analysis, have been employed to test the proposed hypotheses. The findings reveal that digitalisation has a strong and statistically significant positive influence on consumer buying behaviour. Furthermore, personalization is found to play a crucial role in enhancing purchase intention by offering tailored experiences that align with individual preferences. Despite these advantages, concerns related to data privacy and trust continue to affect consumer engagement with digital platforms. The study highlights the importance of integrating digital technologies with customer-centric strategies to improve overall shopping experiences. The findings provide valuable insights for retailers and policymakers aiming to adapt to the evolving digital retail environment.