• Spoorthi MN

The evolution of consumer preferences and buying behavior in the digital age, particularly in the context of personalization, has transformed the retail setting. This paper examines the dynamics of personalized marketing and its impact on consumer behavior in India. By integrating existing literature and empirical data, the paper provides insights into how personalization strategies influence purchasing decisions and the overall consumer experience. Personalization is a powerful tool that can significantly influence consumer preferences and buying behavior in India. By leveraging technology and data analytics, businesses can create tailored experiences that meet the diverse needs of Indian consumers. However, it is essential to address privacy concerns and maintain a balance between personalization and intrusiveness to build trust and ensure long-term success.

Consumer Preferences, Buying Behaviour, Personalization.

"Consumer Preferences and Buying Behavior in the Era of Personalization", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 6, page no.k565-k569, June-2022, Available :http://www.jetir.org/papers/JETIR2206A78.pdf

"Consumer Preferences and Buying Behavior in the Era of Personalization", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 6, page no. ppk565-k569, June-2022, Available at : http://www.jetir.org/papers/JETIR2206A78.pdf