EMPIRICAL STUDY OF E-FINANCE SERVICES FOR FMCG PRODUCTS: A PATHWAY TO SUSTAINABLE DEVELOPMENT THROUGH INNOVATION

The study gives a comprehensive picture of the respondents' demographics and spending habits. A sizable percentage of participants are young adults (18–24 years old), and the sample is slightly dominated by women, suggesting that the findings mostly represent the tastes of younger customers. Bareilly has the largest geographic contribution of respondents, making it a noteworthy participant in the study.   Students make up the largest group in terms of occupation, followed by employed and independent contractors, which emphasizes the impact of a younger, potentially tech-savvy populace. This is corroborated by the fact that more than half of the respondents utilize UPI as their preferred digital payment method, indicating a significant move toward practical and cashless payment methods.   The study also shows that instead of concentrating on just one category, customers typically buy a range of FMCG products. Beverages are less popular than household goods, groceries, and personal hygiene products. Overall, the findings indicate that young consumers have a variety of purchasing habits and are more likely to use a digital payment method, which reflects changing FMCG sector consumption trends.    

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