GUJARAT'S CONSUMER EVOLUTION: NAVIGATING THE MOBILE PAYMENT LANDSCAPE IN THE SHOPPING JOURNEY

This study examines Gujarat’s consumer evolution by analysing the role of mobile payments in the shopping journey. The rapid growth of digital payment infrastructure, increased smartphone penetration, and the availability of user-friendly mobile applications have transformed consumer purchasing behaviour. The present research focuses on understanding consumers’ attitudes towards mobile payments and evaluating how these digital payment methods influence convenience, speed, and overall shopping experience. The study is based on primary data collected from 194 consumers in Ahmedabad city using a structured questionnaire measured on a five-point Likert scale. The findings reveal that consumers show a strong preference for mobile payments over cash transactions. Respondents believe that mobile payment methods enhance convenience, reduce transaction time, and improve the overall shopping experience. The results also indicate that promotional benefits such as cashback offers and discounts significantly encourage consumers to adopt mobile payments. The study concludes that mobile payments have become an important component of the modern shopping journey and are shaping consumer behaviour in Gujarat. The findings provide useful insights for retailers, fintech companies, and policymakers to promote digital payment adoption and improve customer satisfaction.