Changing Patterns of Consumer Behaviour in the Evolving Indian Economy: The Rise of Personalization and Targeted Marketing

India’s economic growth story has been intricately linked to a transformation in consumer behaviour. This paper explores how the rise of a digital-savvy middle class, coupled with an increasingly competitive market landscape, is driving the adoption of personalization and targeted marketing strategies. The paper examines the key factors shaping this trend, including the growth of e-commerce, social media influence, and access to real-time consumer data. It then analyzes the impact of personalization on various aspects of consumer behaviour, including purchase decisions, brand loyalty, and value perception. Finally, the paper discusses the ethical considerations and potential challenges associated with targeted marketing practices in the Indian context.