consumer-behaviour
Brands are increasingly building campaigns around experiences rather than products, with creators playing a key role in making them relatable, credible and discoverable
Shalinee Mishra Jun 16, 2026 9:19 AM
Digital discovery is shifting from search results to AI-generated answers, forcing brands to rethink visibility, optimisation and how they are recommended to consumers
Shantanu David Jun 15, 2026 9:12 AM
For decades, advertising targeted people as decision-makers. With AI agents entering the purchase journey, marketers may now need to influence systems as much as consumers
Shantanu David Jun 10, 2026 9:10 AM
At Pitch CMO Summit 2026, Perfetti Van Melle India’s Gunjan Khetan discusses how the growing influence of artificial intelligence is reshaping the way consumers engage with brands
NS Satish, Chief Executive Officer, Haier Appliances India, will share key insights on the topic ‘The New Growth Engine: Consumer-First Thinking in a Multi-Touchpoint World’
From toothbrushes to enterprise software, brands are leaning on 'AI' as a visibility lever, but industry voices say the window is closing fast
Aryendra Khan May 25, 2026 8:44 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, shares how AI and data reveal trends, but market visits build the practical judgment behind true consumer insight
Ganapathy Viswanathan May 18, 2026 8:10 AM
Beauty and personal care brands are rapidly adapting to consumers seeking premium experiences at accessible price points, with mini serums, travel-sized perfumes and trial packs driving acquisition
Sunidhi Vijay May 15, 2026 8:43 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, says conversations, shared experiences and online reviews are driving dishwasher adoption more than advertising
Ganapathy Viswanathan May 13, 2026 7:55 AM
New research suggests that the content environment in which a digital ad appears is not a secondary factor, but a key driver of campaign performance across categories
Anuja Jain May 7, 2026 9:18 AM
Mitali Maheshwari, CMO, Starbucks India, spoke to e4m on the evolution of marketing, experience and influencer strategy
Chehneet Kaur Apr 29, 2026 9:12 AM
Guest Column: Gargi Sarkar, Founder & MD of RA Brand Consultant, on how trust is built through consistent customer experiences, while repeated unpredictability leads to doubt over time
Gargi Sarkar Apr 23, 2026 4:12 PM
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores the long held belief in consumer journey & reveals why real behaviour is far more chaotic & unpredictable
Shantomoy Ray Apr 17, 2026 11:10 AM
Girish Hingorani, VP – Marketing (Consumer Products) & Corporate Comms at Blue Star, on how shifting media dynamics and unpredictable demand patterns have prompted a rethink of the company’s strategy
Shalinee Mishra Apr 10, 2026 9:40 AM
As India’s social commerce grows, the creator economy is shifting from experimentation to structure. While creators drive discovery and purchases at scale, monetisation still lags behind
e4m Staff Apr 10, 2026 8:30 AM
As machine-led systems dominate media decisions, marketers are being pushed out of execution and into judgment, even as transparency gaps widen
Anuja Jain Apr 9, 2026 9:56 AM
Guest Column: Shveta Singh, independent marketing consultant & writer, explores how marketing’s focus on youth often misses real buyers, questioning if brands prioritise influence over actual revenue
Shveta Singh Mar 27, 2026 3:35 PM
As per a recent report, nearly 90% of viewers watch micro-dramas alone versus 43% for long-form OTT, enabling more targeted storytelling
Shalinee Mishra Mar 23, 2026 9:46 AM
As agentic AI compresses journeys and reshapes discovery, brands are being pushed to move beyond traffic metrics and build trust in a world where decisions are increasingly delegated to machines
Anuja Jain Mar 19, 2026 9:41 AM
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores how brands are using emotional AI and biofeedback to shape-shift in real time and match the mood of modern consumer
Shantomoy Ray Mar 19, 2026 8:24 AM
Once an occasional beach purchase, it is now an everyday skincare essential, with brands competing for consumer trust. Industry experts note a shift toward substantiated claims amid rising scrutiny
Shalinee Mishra Mar 17, 2026 8:45 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explains how India’s young, aspirational and globally exposed consumers are reshaping brand choices beyond habit
Ganapathy Viswanathan Mar 16, 2026 8:41 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, says the rise of Q-commerce shows how modern consumers value time, with essentials arriving in minutes
Ganapathy Viswanathan Mar 13, 2026 8:04 AM
New consumer AI disruption index from BCG and Moloco reveals the most exposed industries
e4m Staff Jan 21, 2026 5:33 PM
As prices rose and demand followed, India’s consumer tech market revealed a deeper shift in aspiration, behaviour, and spending power
Anuja Jain Jan 1, 2026 7:53 AM
Trends in 2025 went beyond the digital sphere, shaping consumer choices, brand strategies, and real-life behaviour, with Indian audiences driven by aesthetics, storytelling, and social validation
Soumya Gawri Dec 31, 2025 8:28 AM
Guest Column: Inderpreet Singh, Head–Marketing at Birla Opus Paints, shares how today’s informed consumers distinguish brands by the experiences they deliver, not features
Inderpreet Singh Dec 24, 2025 8:07 AM
GoKwik’s analysis of consumer behaviour also highlights a ‘silent upgrade’ in personal care
AI-powered personalisation is advancing faster than consumer comfort, challenging marketers to redefine boundaries while maintaining relevance
Anuja Jain Dec 1, 2025 8:27 AM
As zero-click journeys dominate, brands slash open web display budgets by 30%, redirecting ad dollars to CTV, retail media, and paid social
Anuja Jain Nov 28, 2025 8:51 AM
At the e4m Pitch BrandTalk 2025, leaders discussed how non-linear consumer behaviour is reshaping categories, with AI and real-time insights helping turn this complexity into opportunity
e4m Staff Nov 22, 2025 12:58 PM
The shift from indulgence-led food advertising wasn’t spontaneous; it was driven by evolving consumer behaviour and structural changes across the industry
Soumya Gawri Sep 30, 2025 8:30 AM
VDO.AI, in collaboration with e4m, hosted a roundtable to explore emerging trends in consumer behavior
Industry leaders discussed various ways in which brands need to pay attention to and connect with their consumers in order to get better ROI
e4m Staff Oct 10, 2023 11:00 AM
Guest Column: Piali Dasgupta, Senior Vice President – Marketing at Columbia Pacific Communities, writes about the growing impact of digital marketing on consumer behaviour
Piali Dasgupta May 30, 2023 8:53 AM
The study aims to help brands better understand drivers that influence people
exchange4media Staff Apr 10, 2023 12:41 PM
The findings of the survey show how inflation has affected the shopping behaviour of Indian consumers
NATIVE CONTENT Mar 30, 2023 9:00 AM
Industry heads came together to discuss the e-commerce ecosystem in India, evolving consumer behaviour and more
exchange4media Staff Mar 29, 2023 1:28 PM
Guest Column: Debarshi Chakravorti, VP Head, Business Communication & Planning, Interactive Avenues, believes that the only constant in consumers' behaviour today is their absolute empowerment
Debarshi Chakravorti Sep 9, 2022 8:50 AM
Guest Column: Gurumukh Uttamchandani, Executive Director – Syska, shared why FMEG companies must maintain a sharp eye on changing consumer requirements to effectively prosper in the post-pandemic era
Gurumukh Uttamchandani Dec 27, 2021 9:23 AM
Vohra, Country Head - India & South Asia, Reynolds Pens, shares insights behind restrategizing the business to keep up with the changing digital ecosystem
Ritika Raj Nov 1, 2021 8:40 AM
The top three categories on consumers' minds for the festive season are Mobile Phones, TVs and Furniture
exchange4media Staff Oct 19, 2021 12:10 PM
At e4m's fifth edition of Content Jam, HUL's Srinandan Sundaram addressed the challenges of dwindling consumer attention and how content is critical to driving new age commerce
exchange4media Staff Oct 11, 2021 8:23 AM
The series will track the transformative consumer behaviour across industry verticals, spanning categories such as auto, beauty, health, wellness, smartphones, gaming, cryptocurrency and more
exchange4media Staff Sep 27, 2021 12:28 PM
How brands should adapt their proposition to cater to the evolving consumer landscape
exchange4media Staff Jul 10, 2021 10:11 AM
The agency roped in IMRB to conduct the study on over 100+ respondents
exchange4media Staff Jul 5, 2021 2:23 PM
Malik – Divisional Chief Executive - Food Business, ITC shared insights on how companies can stay ahead of the digital curve at the e4m eTechmanch
exchange4media Staff Jun 26, 2021 8:42 AM
The first-ever Search Advertising playbook decodes the role of 'search' in the purchase journey
exchange4media Staff Jun 9, 2021 12:04 PM
Seth, Director, Marketing – India, Dolby Laboratories, explains why the growing demand among consumers for high-quality sounds and visual experiences delights him as a marketer
Tasmayee Laha Roy Apr 13, 2021 8:34 AM