Post COVID-19: Impact of Digital Transformation on Day-to-Day Spending of Consumers in Jamnagar and Ahmedabad Cities

Jayani Malde; Diya Bulchandani; Jignesh Vidani

doi:10.59890/ijefbs.v3i5.197

Authors

Jayani Malde L.J. Institute of Management Studies, LJ University
Diya Bulchandani L.J. Institute of Management Studies, LJ University
Jignesh Vidani L.J. Institute of Management Studies, LJ University

DOI:

https://doi.org/10.59890/ijefbs.v3i5.197

Keywords:

Digital Transformation, Consumer Spending, COVID-19, Ahmedabad, Jamnagar

Abstract

The COVID-19 pandemic changed global consumer behavior, especially by speeding up digital adoption. In India, the crisis altered spending habits, job structures, and lifestyle priorities, forcing both consumers and businesses to depend on digital technologies for survival. This study examines the long-term effects of digital transformation on consumer spending behavior in two urban settings in Gujarat: Ahmedabad and Jamnagar. Ahmedabad, a metropolitan and service-focused center, shows structured digital integration, while Jamnagar, an industrial area reliant on small-scale industries, reflects a need-driven digital shift. Using a comparative approach, this research investigates how demographic factors like income, education, and occupation affect the use of digital payment methods, online shopping, and changes in spending habits after COVID-19. The findings show that affordability, safety, and convenience were key factors in changing consumer preferences for digital options. Consumers from various income levels also showed cautious spending practices, focusing on essential goods, health, and hygiene while cutting back on non-essential purchases. In both cities, digital tools such as UPI, mobile wallets, and e-commerce platforms became crucial to everyday life, though the speed and style of adoption differed by region. The study helps us understand how digital ecosystems are reshaping consumer behavior after the pandemic and highlights what businesses and policymakers can do to promote digital inclusivity and resilience in emerging economies.

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