Understanding Contemporary Consumer Behaviour in the Digital Age

Abstract

In the era of digitalization, understanding consumer behaviour has become paramount for effecting marketing and growth and expansion of any business. Approach of consumer behaviour towards E-marketing in multifaceted. Digital consumers are now more aware, informed, connected and empowered than ever before. The way a consumer discovers, evaluates and buy goods or services has been reshaped by proliferation of online platforms, social media and E-commerce. Marketers need to grasp the nuances of this contemporary behaviour of customers. Furthermore, the abstract emphasizes the role of technology in fostering consumerism, demand for instant gratification and personalized interactions and customization has been created by introducing technology. Consumers seek convenience, authenticity, quality and value which has encouraged the online businesses. This has increased the role of digital platforms in research comparison, data analysis and purchased decisions. This study gives the idea of changing the dynamics of consumerism in the digital age. Due to advanced and convenient technology, consumers are more attracting towards online shopping or E-commerce than offline shopping or retail marketing. This study also focuses on increasing use of digital platforms which include multiple choices of promotion or advertisement that shape consumer preferences and encourage their impulse buying behaviour. Not only the society but also the community as a whole get effected by contemporary consumerism. This study also explores the opportunities and problems that consumers of civil society face. They play a crucial role in growth of national economy.