DIGITAL TRANSFORMATION AND CONSUMER BUYING BEHAVIOUR IN INDIA TOWARDS 2047

Abstract

The consumer purchase behaviour in India has evolved considerably due to the advent of digitisation, rising internet usage, and the emergence of social networking sites. The main objective of the current research study is to find out the important determinants of the consumer purchase behaviour in India, to assess the impact of digitisation on consumer purchasing, and to compare the behavioural characteristics among different demographic groups, such as age, gender, and income. 
The study has been conducted using primary data obtained from 150 respondents by means of a survey using a convenience sampling method. The secondary data have been gathered from relevant research papers, books, and articles from scholarly publications. Analysis of data has been done using percentage analysis, mean analysis, regression analysis, and comparative analysis using Microsoft Excel. 
The results show that social media has emerged as an important driver of consumer buying behaviour. Many consumers use social media as a means of gathering information about products, reviews and recommendations, as well as price comparison before making their purchases. Moreover, it can be seen from the results that personalised recommendations, convenience, brand loyalty, and digital engagement positively affect consumer behaviour. This research also makes noticeable differences in consumer buying behaviour by demographic group. A regression test confirms that there is a positive impact of digital aspects on consumer buying behaviour. 
In conclusion, this research shows that Indian consumers are gradually becoming more digitally driven in terms of making their purchases. As India moves closer to 2047, advanced technologies such as artificial intelligence, digital marketing, digital payment methods, and social media sites would become an increasingly important part of influencing consumer behaviour.