Authors : Arunkumar N. V.

Volume/Issue : Volume 10 - 2025, Issue 11 - November

Google Scholar : https://tinyurl.com/47j6y296

Scribd : https://tinyurl.com/2y3jbnsd

DOI : https://doi.org/10.38124/ijisrt/25nov436

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study is aimed at analyzing user behavior in the Tata Neu mobile app, using data from click streams to discover navigation, interaction, and dropping behavior patterns. In today's digital scenario, it is very important to understand how users navigate through mobile apps in order to contribute towards improving usability, enhancing customer experience, and driving business growth. The super app Tata Neu is developed by Tata Group and has several services combined, like fashion, electronics, grocery, finance, travel, and rewards (NeuCoins). However, activity appears to be varied across the different aspects. The knowledge of actual behavior and area friction is quite limited. Purposively sampled for 50 users, past, or present, of Tata Neu, a quantitative approach was used in the study. The data was collected in structured questionnaires and analyzed using Microsoft Power BI for visualizations. In important areas of concentration in the research were demographic trends, navigation behaviors, reasons for dropping off, purchase paths, and efficacy of NeuCoin rewards scheme. The results indicate that the core user demographic of the app is young (18–25 years old) and male (82%). Fashion and Electronics were the most accessed categories, with Finance and Grocery falling behind in terms of activity. Navigation was generally rated as "good," but not outstanding, indicating room for enhancement. Almost half of the users abandoned the app without conducting meaningful activity, giving reasons of page loading being too slow, unclear interface, and no ease of finding products being sought. purchase behavior-wise, the majority of the purchases were done in 3–5 steps, but longer purchasing paths doubled the risk of abandonment. The analysis also highlights that NeuCoins, Tata Neu’s reward system, moderately influence purchase decisions. While 34% of respondents acknowledged their impact, 42% were uncertain, and 24% found them ineffective. This suggests that the rewards program lacks strong motivational appeal and requires redesigning to deliver higher perceived value. Overall, the study determines that clickstream data is a strategic asset that can inform app design, performance, and personalization improvements. Recommendations are to improve navigation flows, enhance search and product discoverability, enhance technical performance, and redesign the NeuCoin program via gamification and personalization. By improving on these, Tata Neu can cut drop-offs considerably, reinforce customer retention, and become more competitive in India's digital landscape.

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