4. Impact of Digital Transformation on Impulse Buying Behaviour with Special Reference to FMCG Sector in Sustainable Environment

The purpose of this research is to look into the impact of digital transformation on impulse buying behaviour in the FMCG industry. With the widespread adoption of digital technologies and the growing importance of e-commerce, consumer behaviour has undergone significant changes in recent years. The study will use a quantitative research approach, involving a survey of consumers who purchase FMCGs. The collected data will be analysed statistically using techniques such as correlation and regression analysis. The study's findings will provide insights into the extent to which digital marketing channels influence impulse buying behaviour in the FMCG sector, the effectiveness of digital marketing strategies, and the role of social media in shaping consumers’ impulse buying behaviour in a sustainable environment. Additionally, the study will compare the differences in impulse buying behaviour between consumers who shop for FMCGs online versus those who shop in physical stores. The study's recommendations will enable FMCG companies to leverage digital transformation to enhance their impulse buying behaviour and improve their marketing strategies. Overall, this study will contribute to the existing literature on the impact of digital transformation on consumer behaviour, particularly in the FMCG sector.