Technology-Driven Transformations in Consumer Buying Behavior: Implications for Marketers

Abstract

Abstract Amid the fast-evolving landscape, characterized by the far-reaching impact of the Internet and rapid technological progress, consumer behaviors and needs are undergoing a significant transformation (Karenhka, 2013). This is particularly pronounced in India, with over 50% of the population aged under 25 and 65% under 35 (National Statistical Commission, 2017). The younger generation is growing up in a world saturated with technology, influenced by widespread Internet access, data abundance, and ongoing mobile innovations (Han Wai et al., 2016). Our research paper thoroughly investigates the impact of technological advancements on the diverse stages of the consumer buying process, including need recognition, information search, alternative evaluation, decision-making, and post-purchase behaviors. Based on the comprehensive reviews of literatures, empirical past analysis, and expert talks, the present study is rigorously analyzed, validated and formulated four hypotheses in different dimensions of consumer behavior. The research highlights the substantial influence of technological innovations on the consumer purchasing journey, emphasizing the importance for marketers to incorporate key disruptive technologies into their marketing strategies. JEL Code: D12, O33, M31