| Abstract: |
This study explores the impact of demographic and occupational factors on consumers’ buying behaviour engaged in e-commerce for FMCG products in Mumbai and Pune. Age-based analysis reveals significant spending variations, with individuals aged 36-45 having the highest average monthly expenditure above INR 10,000 on e-commerce purchases despite representing a relatively smaller group. Younger age groups of 25-35 years show moderate to high spending, with average monthly spending on e-commerce up to INR 10,000. Gender-based preferences indicate that females favour Personal Care products, while males prefer Household items. Education influences e-commerce adoption, with undergraduates and postgraduates purchasing more than others. Payment preferences also vary by occupation, with students favouring digital wallets, salaried class preferring Debit/Credit cards, while homemakers and businessmen opt for Cash on Delivery as the first choice. These findings emphasize the need for tailored marketing strategies to address diverse consumer segments. |
