IDEAS home Printed from https://ideas.repec.org/a/ssi/jouesi/v7y2020i4p2940-2954.html
   My bibliography  Save this article

The effect of artificial intelligence on the sales graph in Indian market

Author

Listed:
  • Mithun S. Ullal

    (Manipal Academy of Higher Education, India)

  • Iqbal Thonse Hawaldar

    (Kingdom University, Bahrain)

  • Suhan Mendon

    (Manipal Academy of Higher Education, India)

  • Nympha Rita Joseph

    (Applied Science University, Bahrain)

Abstract

Artificial Intelligence (AI) has been the biggest revolution of the 21st century impacting every aspect of the business, sales being no different. The paper experiments the effect of marketing on 4500 customers using AI and humans. The outcomes of the research reveal the effectiveness of AI is the same as experienced salesmen and 2.7 times better than inexperienced salesmen is closing the sales calls. The sales graph experienced a dip by over 86.23% when it was revealed to the customer that the interface is with the machine, not humans and reduced the duration of the call substantially. The paper shows that Indians do not believe Artificial Intelligence and still prefer human interface as they do not trust machines over human emotions. The effectiveness of AI drastically reduces despite its superiority over humans in various aspects. The paper identifies the strategies to overcome the trust deficit that exists among Indian customers. The outcomes show how AI can be used, and how marketing could be done using AI in conservative markets such as India.

Suggested Citation

  • Mithun S. Ullal & Iqbal Thonse Hawaldar & Suhan Mendon & Nympha Rita Joseph, 2020. "The effect of artificial intelligence on the sales graph in Indian market," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(4), pages 2940-2954, June.
    • Handle: RePEc:ssi:jouesi:v:7:y:2020:i:4:p:2940-2954
    DOI: 10.9770/jesi.2020.7.4(24)
    as

    Download full text from publisher

    File URL: https://jssidoi.org/jesi/uploads/articles/28/Ullal_The_effect_of_artificial_intelligence_on_the_sales_graph_in_Indian_market.pdf
    Download Restriction: no
    File URL: https://jssidoi.org/jesi/article/563
    Download Restriction: no
    File URL: https://libkey.io/10.9770/jesi.2020.7.4(24)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Unknown, 2005. "Forward," 2005 Conference: Slovenia in the EU - Challenges for Agriculture, Food Science and Rural Affairs, November 10-11, 2005, Moravske Toplice, Slovenia 183804, Slovenian Association of Agricultural Economists (DAES).
    2. Tuck Siong Chung & Michel Wedel & Roland T. Rust, 2016. "Adaptive personalization using social networks," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 66-87, January.
    3. Andre Esteva & Brett Kuprel & Roberto A. Novoa & Justin Ko & Susan M. Swetter & Helen M. Blau & Sebastian Thrun, 2017. "Dermatologist-level classification of skin cancer with deep neural networks," Nature, Nature, vol. 542(7639), pages 115-118, February.
    4. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
    5. Sancy A. Leachman & Glenn Merlino, 2017. "The final frontier in cancer diagnosis," Nature, Nature, vol. 542(7639), pages 36-38, February.
    6. Berkeley J. Dietvorst & Joseph P. Simmons & Cade Massey, 2018. "Overcoming Algorithm Aversion: People Will Use Imperfect Algorithms If They Can (Even Slightly) Modify Them," Management Science, INFORMS, vol. 64(3), pages 1155-1170, March.
    7. Fethi, Meryem Duygun & Pasiouras, Fotios, 2010. "Assessing bank efficiency and performance with operational research and artificial intelligence techniques: A survey," European Journal of Operational Research, Elsevier, vol. 204(2), pages 189-198, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mithun S. Ullal & Iqbal Thonse Hawaldar & Rashmi Soni & Mohammed Nadeem, 2021. "The Role of Machine Learning in Digital Marketing," SAGE Open, , vol. 11(4), pages 21582440211, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xueming Luo & Siliang Tong & Zheng Fang & Zhe Qu, 2019. "Frontiers: Machines vs. Humans: The Impact of Artificial Intelligence Chatbot Disclosure on Customer Purchases," Marketing Science, INFORMS, vol. 38(6), pages 937-947, November.
    2. Doumpos, Michalis & Zopounidis, Constantin & Gounopoulos, Dimitrios & Platanakis, Emmanouil & Zhang, Wenke, 2023. "Operational research and artificial intelligence methods in banking," European Journal of Operational Research, Elsevier, vol. 306(1), pages 1-16.
    3. Kontolaimou, Alexandra & Kounetas, Konstantinos & Mourtos, Ioannis & Tsekouras, Kostas, 2012. "Technology gaps in European banking: Put the blame on inputs or outputs?," Economic Modelling, Elsevier, vol. 29(5), pages 1798-1808.
    4. Andreas Fügener & Jörn Grahl & Alok Gupta & Wolfgang Ketter, 2022. "Cognitive Challenges in Human–Artificial Intelligence Collaboration: Investigating the Path Toward Productive Delegation," Information Systems Research, INFORMS, vol. 33(2), pages 678-696, June.
    5. Jean-Pierre H. Dube & Günter J. Hitsch & Pranav Jindal, 2012. "The Joint Identification of Utility and Discount Functions From Stated Choice Data: An Application to Durable Goods Adoption," NBER Working Papers 18393, National Bureau of Economic Research, Inc.
    6. Petropoulos, Fotios & Apiletti, Daniele & Assimakopoulos, Vassilios & Babai, Mohamed Zied & Barrow, Devon K. & Ben Taieb, Souhaib & Bergmeir, Christoph & Bessa, Ricardo J. & Bijak, Jakub & Boylan, Joh, 2022. "Forecasting: theory and practice," International Journal of Forecasting, Elsevier, vol. 38(3), pages 705-871.
      • Fotios Petropoulos & Daniele Apiletti & Vassilios Assimakopoulos & Mohamed Zied Babai & Devon K. Barrow & Souhaib Ben Taieb & Christoph Bergmeir & Ricardo J. Bessa & Jakub Bijak & John E. Boylan & Jet, 2020. "Forecasting: theory and practice," Papers 2012.03854, arXiv.org, revised Jan 2022.
    7. Harikesh Nair, 2007. "Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games," Quantitative Marketing and Economics (QME), Springer, vol. 5(3), pages 239-292, September.
    8. Jean-Pierre Dubé & Günter Hitsch & Pranav Jindal, 2014. "The Joint identification of utility and discount functions from stated choice data: An application to durable goods adoption," Quantitative Marketing and Economics (QME), Springer, vol. 12(4), pages 331-377, December.
    9. Huang, Xiaozhi & Wu, Xitong & Cao, Xin & Wu, Jifei, 2023. "The effect of medical artificial intelligence innovation locus on consumer adoption of new products," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    10. Liu, Nicole Tsz Yeung & Kirshner, Samuel N. & Lim, Eric T.K., 2023. "Is algorithm aversion WEIRD? A cross-country comparison of individual-differences and algorithm aversion," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    11. Oscar Gutiérrez & Francisco Ruiz-Aliseda, 2011. "Real options with unknown-date events," Annals of Finance, Springer, vol. 7(2), pages 171-198, May.
    12. Pilar Lopez-Llompart & G. Mathias Kondolf, 2016. "Encroachments in floodways of the Mississippi River and Tributaries Project," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 81(1), pages 513-542, March.
    13. Shari, Babajide Epe & Dioha, Michael O. & Abraham-Dukuma, Magnus C. & Sobanke, Victor O. & Emodi, Nnaemeka V., 2022. "Clean cooking energy transition in Nigeria: Policy implications for Developing countries," Journal of Policy Modeling, Elsevier, vol. 44(2), pages 319-343.
    14. Cheng, Jianquan & Bertolini, Luca, 2013. "Measuring urban job accessibility with distance decay, competition and diversity," Journal of Transport Geography, Elsevier, vol. 30(C), pages 100-109.
    15. M. De Donno & M. Pratelli, 2006. "A theory of stochastic integration for bond markets," Papers math/0602532, arXiv.org.
    16. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    17. Prilly Oktoviany & Robert Knobloch & Ralf Korn, 2021. "A machine learning-based price state prediction model for agricultural commodities using external factors," Decisions in Economics and Finance, Springer;Associazione per la Matematica, vol. 44(2), pages 1063-1085, December.
    18. Michelle Sheran Sylvester, 2007. "The Career and Family Choices of Women: A Dynamic Analysis of Labor Force Participation, Schooling, Marriage and Fertility Decisions," Review of Economic Dynamics, Elsevier for the Society for Economic Dynamics, vol. 10(3), pages 367-399, July.
    19. Henrekson, Magnus & Johansson, Dan, 2010. "Firm Growth, Institutions and Structural Transformation," Ratio Working Papers 150, The Ratio Institute.
    20. Cambier, Adrien & Chardy, Matthieu & Figueiredo, Rosa & Ouorou, Adam & Poss, Michael, 2022. "Optimizing subscriber migrations for a telecommunication operator in uncertain context," European Journal of Operational Research, Elsevier, vol. 298(1), pages 308-321.

    More about this item

    Keywords

    Artificial Intelligence (AI); machines; sales; marketing; human resources;
    All these keywords.

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ssi:jouesi:v:7:y:2020:i:4:p:2940-2954. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Manuela Tvaronaviciene (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.