Digital Transformation in Consumer Buying Behaviour

Abstract

Digital transformation has fundamentally reshaped consumer buying behaviour by integrating advanced technologies such as e-commerce, social media, artificial intelligence, and mobile applications into everyday life. This study examines how digitalization influences consumer decision-making, purchasing patterns, and brand interaction. Using a descriptive research methodology based on secondary data, the paper analyzes the impact of digital tools on consumer awareness, convenience, and personalization. The findings indicate that digital transformation has made consumers more informed, price-sensitive, and experience-oriented. It also highlights that businesses adopting digital strategies gain competitive advantages in terms of customer engagement and operational efficiency. The study concludes that digital transformation is essential for modern businesses to survive and grow in a dynamic market environment.