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Digital technology has significantly transformed consumer behaviour by changing the way consumers search for information, evaluate alternatives, make purchase decisions, and interact with brands. In the Indian market, rapid growth in internet usage, smartphones, digital payments, and e-commerce platforms has created a new digital consumer who is more informed, connected, and demanding. Earlier, consumers depended mainly on physical stores, advertisements, and recommendations from family and friends while making purchase decisions. Today, digital technology enables consumers to access a large amount of information instantly. Consumers use search engines, brand websites, social media platforms, and online reviews to gather information about products and services before purchasing. For example, a consumer planning to buy a smartphone in India can compare features, prices, specifications, and customer ratings on platforms such as Amazon, Flipkart, and official brand websites before making a decision. Online reviews and ratings have become important factors influencing consumer evaluation. Indian consumers increasingly depend on the experiences of __________ ______ ____ ___ _________ _______.
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