Book Title: Shaping the Future: Innovation, Sustainability, and Inclusive Growth in a Globalized Economy
Editors: Editors: Dr. Shanu Singh, and Dr. Yashmita Awasthi
Student Editor: Krishna Singh Rawat
ISBN: 978-93-7183-006-5
Chapter: 16
DOI: https://doi.org/10.59646/725/16
Author: Dr. Shilpam Chandra
Abstract
The rapid expansion of digital technology has significantly transformed the way consumers search for information, evaluate products, and make purchasing decisions. In recent years, the increasing penetration of smartphones, affordable internet services, and digital payment platforms has accelerated the digital transformation of markets in India. Technologies such as artificial intelligence, social media platforms, and digital payment systems have reshaped consumer behaviour by influencing preferences, perceptions, and decision‑making processes. Consumers today rely heavily on digital platforms for product discovery, price comparison, customer reviews, and instant purchasing. Similarly, the widespread adoption of digital payment systems such as UPI has simplified transactions and reduced barriers to online purchasing. While these developments enhance convenience and market accessibility, they also raise concerns regarding data privacy, impulsive consumption behaviour, algorithmic influence, and digital inequality. This paper explores how technological advancements influence consumer decision‑making in the Indian context and highlights the importance of ethical governance, consumer awareness, and inclusive digital growth.
Keywords: Consumer Behaviour, Digital Technology, Artificial Intelligence, Social Media, Digital Payments, India, Data Privacy