ARCHIVES
VOL. 13, ISSUE 1 (2026)
Transforming FMCG online purchases: The role of artificial intelligence in Chennai’s consumer market
Authors
A Venkatesh, Dr. S Jansirani
Abstract
Artificial intelligence
(AI) is reshaping fast‑moving consumer goods (FMCG) retail by enabling hyper‑personalized
recommendations, dynamic pricing, and predictive inventory management in online
channels. In India’s online grocery and FMCG market, AI‑driven tools are
increasingly embedded in e‑commerce platforms to enhance convenience,
relevance, and responsiveness for consumers. This study examines how AI‑enabled
personalization, recommendation quality, and AI‑mediated customer support
influence perceived usefulness, trust, and online purchase intention among FMCG
consumers in Chennai. A structured questionnaire was administered to 200 active
users of FMCG e‑commerce apps, and data were analyzed using factor analysis,
correlation, multiple regression, chi‑square tests, z‑tests, and ANOVA. Results
indicate that perceived AI personalization and recommendation quality
significantly enhance perceived usefulness and trust, which in turn strongly
predict purchase intention and frequency of online FMCG purchases. The findings
offer insights for FMCG retailers and platforms seeking to leverage AI
responsibly to deepen consumer engagement in Chennai’s evolving digital
marketplace.
Pages:216-221
How to cite this article:
A Venkatesh, Dr. S Jansirani "Transforming FMCG online purchases: The role of artificial intelligence in Chennai’s consumer market". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 1, 2026, Pages 216-221
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