Digital Adoption and Consumer Behavioural Transformation: Evidence from Post- Pandemic India

COVID-19 pandemic all over the world, including India has drastically changed consumer behavior, including spending habits, brand preferences, and payment methods. Present study uses secondary data from government sources, industry reports and research publications to analyze post-pandemic behavioral changes. A number of significant trends in this connection have been identified which include increased internet adoption, a greater focus on essentials and wellbeing, a decrease in brand loyalty, an increase in value consciousness, and a preference for domestic companies. The study finds that post-pandemic behavior among younger customers drive digital engagement while income and emotional factors influence brand switching. Finding of the study also indicate a fundamental change in consumer behavior, which will have long-term implications for legislators and marketers attempting to satisfy evolving consumer needs.