Digital Consumer Behaviour in Emerging Markets

Author(s)	Dr.N. Santhanavadivu, Dr.N.Premila
Country	India
Abstract	Consumer purchase behaviour concerns with the aspects of activities that start prior to purchase, during usage, post-purchase consumption and evaluation of the activities at various levels. It is also concerned with the people involved, either directly or indirectly, in purchasing decisions and end-user consumption activities including influencers and opinion leaders of the brand. The article includes the major issues that influence the purchase behaviour of the consumers. Some of the factors are (1) quality of the product/service, (2) innovation in value proposition of the product/service, (3) technology influence on the purchase, (4) cross-culture influence, (5) economic factors. The paradigm shift in the buying behaviour of the consumers has led the emerging markets mould their strategies positively. The market is emerging in a very faster pace with the consumers being more aware and accepts the innovation of the products and/or services on a regular basis. The market hence is facing variety of issues with the sudden and rapid change in purchase behaviour
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-22

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Advanced International Journal for Research