Evolving Consumer Behaviour in the Digital Era: (A Study in Gummidipoondi)

The digital era has basically transformed consumer behaviour, influencing how consumers search, estimate, and purchase products and services. This study investigates evolving consumer behaviour in Gummidipoondi, a semi-urban industrial town in Tamil Nadu. Using a descriptive research design, primary data were collected through structured
questionnaires and semi-structured interviews, accompany by secondary sources such as journals, reports, and news articles. Findings reveal that factors such as trust, digital convenience, social media influence, personalization, and flexible payment options
significantly affect consumer behaviour. Consumers face challenges including limited digital literacy, connectivity issues, delayed deliveries, and insufficient customer support. The study provides insights for businesses and policymakers to enhance digital engagement strategies
tailored to semi-urban consumers.