An AI-Based Analysis of Consumer Status Factors and Buying Behavior on Myntra

The rapid growth of e-commerce platforms has transformed consumer buying behavior, especially in the fashion and lifestyle sector. Myntra, one of India’s leading online fashion marketplaces, leverages artificial intelligence (AI) to personalize user experiences and influence purchasing decisions. This study aims to analyze how consumer status factors—such as income level, age, gender, occupation, and social influence—affect buying behavior on Myntra, using AI-based analytical techniques. The research employs machine learning tools to identify patterns in consumer preferences, browsing behavior, and purchase frequency. Data collected through structured questionnaires and secondary sources were analyzed using classification and clustering algorithms. The results reveal that consumer status factors significantly impact buying decisions, product selection, and brand loyalty. AI-driven recommendations further enhance purchase intent by aligning products with consumer preferences. The findings provide valuable insights for marketers and platform designers to optimize personalization strategies and improve customer engagement.