Author(s) :

Dr. Santhosh M.

Volume/Issue :

Abstract :

Mobile technology's profound impact on consumer-brand interactions is a central focus of this study, with Flipkart as the prime subject. Although mobile technology's transformative role in digital marketing and brand strategies is evident, comprehensive research is lacking. The research examines how mobile devices have become central to brand interactions, emphasizing the need for a deeper understanding of this shift. Data collected from 101 diverse respondents, all experienced users of the Flipkart mobile app, highlights the app's significant value as a substantial portion of respondents use it regularly. Key drivers of consumer engagement identified in the findings include "Convenience" and "Information/Trust." To enhance the Flipkart app's user experience, the study presents recommendations, including the integration of in-store price and review scanning tools, improvements to return procedures, scheduled deliveries, the implementation of AR-based product try-ons, enhancements to app speed and functionality, simplified navigation, and personalized buying suggestions. This research highlights mobile technology's transformative influence on Flipkart's consumer engagement, emphasizing convenience and user satisfaction. The study's recommendations provide a roadmap for Flipkart to adapt to evolving consumer preferences and maintain its position as a leader in the e-commerce industry.

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