Digital Marketing and Consumer Behavior: Analyzing Purchase Intentions of Generation X and Y in the FMCG Sector

Abstract

Especially in the fast-moving consumer goods (FMCG) industry, where online communication typically affects purchase choices, digital marketing has revolutionised customer relationship with companies. Emphasising notable variations in their consumer behaviour, this paper investigates how digital marketing approaches influence Generation X and Generation Y purchase intentions. “The theory of planned behaviour (TPB), technology acceptance model (TAM), and stimulus-organizing-response (S-O-R) model allow the research to elucidate the cognitive and behavioural factors underpinning digital purchase choices. While Generation Y engages more with digital media channels—especially social media, influencer marketing, and targeted advertising—generation X leans more on product evaluations, brand trust, and email marketing Trust, convenience, and perceived value are shown by regression analysis to be the most important factors influencing purchase intention; Generation Y is more sensitive to interactive and visually engaging content while Generation X gives dependability and usefulness great relevance. Though Generation X is more cautious and Generation Y is more impulsive, both groups respect promotions, discounts, and consumer recommendations; their method of making judgements differs. These findings imply that using social proof and interesting material for younger consumers and stressing authenticity and direct connection for older consumers would assist FMCG firms modify their digital marketing activities to satisfy the various preferences of every generation.