Authors : Sujata Verma

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/4xaj2s65

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DOI : https://doi.org/10.38124/ijisrt/26feb702

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Abstract : The fast-moving consumer goods (FMCG) sector has undergone profound changes with the proliferation of digital marketing technologies, particularly within metropolitan consumer markets. This study investigates the influence of digital marketing strategies and socio-economic determinants on FMCG purchasing behaviour in the National Capital Region (NCR) of India. The research critically examines the extent to which digital marketing tools—such as social media engagement, influencer endorsements, targeted online advertising, and electronic word-of-mouth—shape consumer awareness, purchase intention, and buying decisions. In parallel, the study evaluates the moderating role of socio-economic variables including income, education, age, occupation, and lifestyle in determining consumer responsiveness to digital marketing stimuli. Employing a quantitative research design, primary data are collected through structured survey instruments administered to FMCG consumers across NCR. Advanced statistical techniques, including multivariate regression and factor analysis, are utilized to assess causal relationships and interaction effects among variables. The findings are expected to demonstrate that digital marketing exerts a statistically significant influence on FMCG purchase behaviour, with socio-economic characteristics significantly differentiating consumer responses. The study offers strategic implications for FMCG marketers in designing datadriven, segment-specific digital campaigns and contributes to existing consumer behaviour literature by providing an integrated analytical framework within an urban Indian context.

Keywords : Digital Marketing, FMCG, Consumer Behaviour, Urban Consumers, National Capital Region (NCR), Influencer Marketing, Online Reviews, Platform Usability, Socio-Economic Factors, Buying Intent, E-commerce, Brand Trust, Visual Marketing, Statistical Analysis, India.

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