The Fast Moving Consumer Goods sector in India is marked by fierce competition and market saturation where around 265 new brands are registered daily making consumer reach vital for survival. A study employing a cross sectional design gathered primary data from 58 respondents mainly aged 16 to 25 and analyzed it through correlation and linear regression in Jamovi software to explore multidimensional factors like culture demographics CRM tech adoption and product performance that shape this reach. High FMCG consumption was noted with a mean purchase frequency of 4.71 pointing to steady demand while modern tech such as AI personalization and social media is shown to blend with traditional elements like brand image and loyalty programs. Emphasis is placed on moving from physical stores to online channels alongside CRM integration for sustained loyalty thus offering stakeholders a framework to navigate competitive edges and consumer wellbeing in a digitized post pandemic world.
- Alexander, D., & Karger, E. (2023). Do Stay at Home Orders Cause People to Stay at Home? Effects of Stay at Home Orders on Consumer behaviour. Review of Economics & Statistics, 105(4), 1017, 1027. https://research.ebsco.com/linkprocessor/plink?id=e1427b66 4be9 341c b723 6df9c7bdcafe
- Andersen, A. L., Hansen, E. T., Johannesen, N., & Sheridan, A. (2022). Consumer responses to the COVID‐19 crisis: evidence from bank account transaction data. Scandinavian Journal of Economics, 124(4), 905, 929. https://research.ebsco.com/linkprocessor/plink?id=7bc8dcfa 7783 3b6b b3cb 5f42f5a34c58
- Eastman, J. K., Iyer, R., Eastman, K. L., Gordon‐Wilson, S., & Modi, P. (2021). Reaching the price conscious consumer: The impact of personality, generational cohort and social media use. Journal of Consumer Behaviour, 20(4), 898, 912.
https://research.ebsco.com/linkprocessor/plink?id=41493b80 c5b4 3c66 a10c 2462446fcf6c
- El Baba, W., & Fakih, A. (2023). COVID‐19 and consumer behaviour: Food stockpiling in the U.S. market. Agribusiness, 39(2), 515, 534.
https://research.ebsco.com/linkprocessor/plink?id=351ca058 c5a8 32a2 b055 e47045080499
- GOLDBACH, D., RADULIAN, A., & POPA, M. (2023). CHARACTERISTICS OF CONSUMER BEHAVIOUR IN SERVICES SECTOR. Revista Economică, 75(1), 19, 29.
https://doi.org/10.56043/reveco 2023 0002
- Gordon R., F., Jorge M., O. C., & Rafael B., P. (2021). Consumer behaviour analysis and the marketing firm: measures of performance. Journal of Organizational behaviour Management, 41(2), 97, 123. https://research.ebsco.com/linkprocessor/plink?id=3546b0ff c0c0 3484 a971 5d5e3fca0a6a
- Kerani, S. (2023). Amul’s Dynamic Marketing Capabilities: Milking COVID 19 Lockdown Opportunities. Asian Case Research Journal, 27(1), 79, 95.
-
- Medwid, L., & Mack, E. A. (2021). A Scenario based Approach for Understanding Changes in Consumer Spending behaviour in Response to Rising Water Bills. International Regional Science Review, 44(5), 487, 514. https://research.ebsco.com/linkprocessor/plink?id=ac06626c 22b9 3f3f 9416 9495e0ba52ce
- Rosa, W. D. La, & Tully, S. M. (2022). Impact of Payment Frequency on Consumer Spending and Subjective Wealth Perceptions. Journal of Consumer Research, 48(6), 991, 1009. https://research.ebsco.com/linkprocessor/plink?id=668c0116 d6cb 376e ab82 0fbac0ae022e
- Silva de Araújo, C. C., Drebes Pedron, C., Silva, D. da, & Picot, W. N. (2023). A CRM SYSTEM BY ITSELF ISN’T ENOUGH! THE EFFECT OF MARKETING CAPABILITIES AND INNOVATION ORIENTATION ON CRM PERFORMANCE. SISTEMA CRM POR SÍ SOLO NO ES SUFICIENTE! EL EFECTO DE LAS CAPACIDADES DE MARKETING Y LA ORIENTACIÓN A LA INNOVACIÓN EN EL RENDIMIENTO DE CRM., 23(3), 32, 61. https://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=174020078&site=ehost live.
