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ArticlePeer ReviewedOpen AccessPlagiarism Passed
Paper ID:IJSREM65984

Voice and Visual Search in the Consumer Buying Journey: An Empirical Study of Urban Shoppers in Hyderabad

Stream/Area:

-

Subject:

-

Paper ID:

IJSREM65984

Volume:

10 |

7 |

Jul 2026

Pages:

1-6

Publication Frequency:

Monthly (12 issues per year)

DOI
Digital Object Identifier
10.55041/IJSREM65984

License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.

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Authors

DMMM

Dr Mohd Moinuddin Mudassir

CSE

Shadan Institute of Computer Studies, Hyderabad

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Abstract

The growth of interaction technologies powered by artificial intelligence (AI) has changed the way consumers discover, assess, and buy products. Voice search (which uses natural language processing) and visual search (which makes use of computer vision) brought mark a major departure from earlier text-based query systems. This study looks at the effects and level of adoption of voice and visual search technologies throughout the five stages of the consumer buying process: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Behavior. A structured survey was carried out with a sample of 250 urban consumers in Hyderabad, Telangana, and the research combines the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Consumer Decision-Making Model. Empirical analysis, carried out using multiple regression and paired-sample t-tests, shows that visual search has a greater influence at the Information Search and Alternative Evaluation stages, while voice search mainly affects Need Recognition and repeat Purchase Execution. The study also offers strategic recommendations for retail marketers regarding how to improve their multimodal search infrastructure in rapidly growing metropolitan areas.

KEYWORDS

Voice Search Visual Search Consumer Buying Journey Information Search UTAUT Urban Retailing Hyderabad.

Cite This Article

Dr Mohd Moinuddin Mudassir, "Voice and Visual Search in the Consumer Buying Journey: An Empirical Study of Urban Shoppers in Hyderabad," International Journal of Scientific Research in Engineering and Management, vol. 10, no. 7, pp. 1-6, Jul 2026. https://doi.org/10.55041/IJSREM65984

Full Article/Conclusion

This study validates that voice and visual search are complementary tools occupying distinct niches across the consumer buying journey. Visual search drives exploration and alternative evaluation, while voice search accelerates initiation and purchase execution.

References

·                  Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior (10th ed.). Mason, OH: Thomson Business and Economics. ·                  Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of augmented reality, virtual reality and 360-degree devices on the user experience. Journal of Business Research, 100, 547–560. ·                  Guha, S., Chatterjee, A., & Banerjee, R. (2024). Multimodal fluidity in e-commerce: The convergence of voice and visual search interfaces. Journal of Retailing and Consumer Services, 76, 103550. ·                  Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York, NY: John Wiley & Sons. ·                  Hoy, M. B. (2018). Alexa, Siri, Cortana, and more: An introduction to voice assistants. Medical Reference Services Quarterly, 37(1), 81–88. ·                  Kowalczuk, P. (2018). Consumer acceptance of smart speakers: A mixed methods approach to understanding privacy risks and voice commerce. Journal of Research in Interactive Marketing, 12(4), 418–437. ·                  Kropf, M., Baumgarth, C., & Schmidt, S. (2021). Voice commerce: A systematic literature review and research agenda. International Journal of Consumer Studies, 45(4), 785–802. ·                  Kumar, A., & Sharma, P. (2023). Mobile visual search in retail apps: Impact on user engagement and purchase intention among Gen Z. International Journal of Information Management, 70, 102631. ·                  Mari, A., & Pitardi, V. (2020). How smart voice assistants can shape consumer-brand relationships: The role of parasocial interaction and perceived warmth. Proceedings of the 53rd Hawaii International Conference on System Sciences (HICSS).

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Publication Date

7/28/2026

Peer Review Type

Double-Blind Peer Review

Review Rounds: 2

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