Year: 2025
Type: article
Study design: Observational Study
Abstract: Mumbai, recognized as India’s financial and cultural hub, has historically been a barometer for consumer trends. As we progress into 2025, a notable transformation is occurring in the consumption habits of Mumbaikars, shifting away from the dominance of social media influence. Although platforms like Instagram and Facebook once heavily influenced product choices, consumers in Mumbai are now more driven by sustainability, community experiences, economic factors, and a desire for authenticity. This research explores these changing dynamics by employing a mixed-method approach, integrating quantitative surveys and qualitative interviews across diverse socio-economic areas in Mumbai. Key findings indicate that consumers now emphasize value-driven choices, ethical consumption, in-person trust-building interactions, and hybrid shopping experiences rather than traditional digital-first strategies. Digital fatigue heightened environmental consciousness, and increasing inflation pressures lead to a more discerning and intentional consumer base. This study offers marketers, businesses, and policymakers valuable insights on effectively navigating this shift within one of India’s most prominent urban consumer markets.
Authors: Kalpesh Varankar, Pranali Lokhande
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409617216