An empirical analysis on influence of GST and digital purchasing patterns: A study on consumer preferences in Chennai city

The introduction of the Goods and Services Tax (GST), along with the rapid growth of digital shopping platforms, has brought notable changes to consumer purchasing behaviour in India. This study investigates how GST and digital purchasing practices influence consumer preferences in Chennai City. A descriptive and analytical research approach was adopted, and primary data were collected from 104 respondents using a structured questionnaire. Analytical tools such as percentage analysis, chi-square test, correlation, and regression analysis were employed for data interpretation. The results indicate that GST-related pricing transparency and the convenience offered by digital platforms play an important role in shaping consumer trust, satisfaction, and purchasing decisions. The study provides useful insights for policymakers and digital commerce platforms to strengthen consumer engagement and improve regulatory effectiveness.