Published Paper Details:

This research paper analyses the impact of emerging consumer behaviour trends on marketing management practices in India, with a focus on strategic implications and numerical data. As digital transformation accelerates, Indian consumers are increasingly shifting towards online shopping, with e-commerce sales growing from USD 14 billion in 2012 to USD 38.5 billion in 2017. The study explores key trends such as the rise of personalization, the influence of social media, and the growing demand for sustainable products. Data from surveys and industry reports reveal that 72% of Indian consumers prefer personalized services, while 57% Favor eco-friendly products. The paper also examines how companies are adapting their marketing strategies by leveraging data analytics, investing in digital channels, and incorporating ethical practices. Strategic recommendations include enhancing online presence, utilizing social media and influencers, and focusing on sustainability to meet evolving consumer expectations. The findings underscore the need for businesses to align their marketing practices with emerging trends to effectively engage with contemporary consumers and maintain a competitive edge in the dynamic Indian market.