9th International Conference on ICT for Sustainable Development

Authors - Amrita Todarwal, Narendra Singh Chawda
Abstract - This study delves into the awareness levels of e-commerce recommendation systems and their influence on purchase behaviour and buying decisions with special reference to Udaipur City. As e-commerce continues to expand rapidly in smaller urban areas, comprehending consumer perceptions and behaviours in these emerging markets becomes imperative. The research aims to address this gap by assessing awareness levels, usage patterns, and the impact of recommendation systems on buying decisions and purchase behaviour of customers from these areas. Formulated hypotheses are employed to examine relationships among variables such as awareness, usage, and purchase behaviour. Through a structured approach, the study endeavours to provide valuable insights into consumer behaviour in Udaipur city, offering actionable implications for businesses operating in such markets. By leveraging these insights, businesses can optimize marketing strategies, enhance customer engagement, and make informed decisions regarding investments in recommendation systems. Ultimately, the study aspires to deepen the understanding of e-commerce ecosystems in smaller urban centres like Udaipur, fostering more consumer-centric implementations of recommendation systems. In summary, this research contributes to the literature on e-commerce recommendation systems, illuminating their significance in shaping consumer behaviour in emerging markets like Udaipur.