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CLICKS TO CARTS: ANALYZING HOW DIGITAL MARKETING SHAPES FMCG CONSUMER BUYING PATTERNS
Abhilash Babu
Abstract:
This study aims to examine the substantial influence of digital marketing on consumer purchasing behavior within the FMCG industry. In recent years, there have been significant changes observed in the strategies utilized by businesses to effectively engage in promotional activities and effectively reach their intended customer base. The aforementioned changes can be primarily ascribed to the extensive integration of digital technologies and the increasing prevalence of social media platforms. The main purpose of this study is to examine the specific mechanisms through which digital marketing strategies, including influencer marketing, social media advertising, and personalized content, influence consumer decision-making in the FMCG sector. The study employs a mixed-methods approach, incorporating both qualitative and quantitative data collection methods. Semi-structured interviews were conducted with marketing managers from prominent FMCG companies to obtain deeper insights into the strategies and challenges they face in the field of digital marketing. Moreover, a thorough investigation is conducted among a heterogeneous cohort of consumers to determine the degree of their exposure to digital marketing strategies and the consequent influence of said exposure on their consumer behavior.
