"Click, Shop, Engage- The Impact of Digital Transformation on FMCG Consumer Behaviour"

Abstract: Purpose The study regarding digital transformation with regards to consumer behaviour in fast-moving consumer goods (FMCG) industry. The result is a detailed analysis of the trends impacting online purchasing decisions, how consumers interact with digital channels, and overall satisfaction rates giving brands the inside track they need to succeed online. Methodology A survey-based approach was used to collect data among FMCG consumers in a south Indian city (Bangalore). Descriptive analysis and One-Sample t-tests were among the statistical tools applied to recognize shopping trends, digital engagement behaviours and the importance of different purchase drivers. Findings It is found a clear trend for a move to digital FMCG shopping with price, online reviews and promotions being the 3 most important trends. Survey respondents favour digital engagement via mobile apps with an almost equivalent inclination for online and in-store shopping. Consumers notice a optimistic shopping experience, with a high possibility of acclaiming brands based on their online communications. Practical Implications FMCG brands should focus on optimizing mobile apps, AI-driven recommendations and omnichannel strategies to drive digital engagement. In today's digital world, customized offers, better delivery services and marketing based on sustainability can help reinforce brand positioning and-create customer loyalty. Originality This study provides a well-informed data-driven understanding of FMCG consumer behaviour because of digital transformation. It provides never-before-seen data on digital engagement strategies, consumer preferences and e-commerce brand-building opportunities and adds to the evolving discussion on the space between e-commerce and social commerce.