Digitalisation impact on Retail Sector in Comparison with Pre and Post Pandemic Periods - Consumers Perspective

Abstract

The rapid expansion of digital technologies has significantly influenced the retail sector and transformed the way consumers search, evaluate, purchase, and pay for products. The present study examines the impact of digitalization on consumers’ retail behaviour by comparing the pre pandemic and post pandemic periods. The study adopted a descriptive and analytical research design and collected primary data from 500 consumers across ten selected districts of Madhya Pradesh through a structured questionnaire. Consumer responses were measured using a five-point Likert scale across 15 statements covering online shopping, digital payments, mobile applications, online information, price comparison, home delivery, digital promotions, convenience, and satisfaction. Descriptive statistics and a paired samples t test were employed for data analysis. The findings reveal a clear shift towards greater adoption and acceptance of digital retail practices in the post pandemic period. The overall mean score declined from 45.61 to 33.51, while the paired samples t test showed a statistically significant difference (t = 33.910, p = 0.000). The study concludes that digitalization has substantially influenced consumers’ retail behaviour, preferences, perceptions, and shopping experience.