Volume 02, Issue 9
Published on: September 2026
AN ANALYSIS OF INDUSTRY TRENDS AND CONSUMER BEHAVIOUR FOR CONSUMER GOODS
Sakshi Umap
INDEPENDENT RESEARCHER
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Abstract
India's manufacturing and consumer-goods sector sits at the intersection of industrial output, household consumption and employment, reshaped over recent decades by liberalisation, urbanisation, rising incomes, digital adoption, e-commerce and a growing focus on sustainability.
This paper examines the sector through four lenses — industry trends, consumer behaviour, marketing strategy and future opportunity — using an exploratory-descriptive design built on secondary sources, with a conceptual framework offered for later empirical work. Methodologically, the paper borrows its logic from Shukla and Jha (2026), whose study of "real skin" marketing in beauty and health-care influencer culture used bibliometric and qualitative analysis of consumer comments. Rather than repeating that study, this paper adapts the same idea — treating consumer-generated content as a genuine data source — to the wider consumer-goods space.
The literature shows price, quality, brand trust, availability and promotions still drive most purchase decisions, while digital reviews, social media, authenticity and convenience play an increasingly large role. Interest in green marketing, sustainable consumption, CSR and circularity is rising sharply, and manufacturing research shows increasing capital intensity alongside a shifting relationship between output growth and employment.
Building on this, the paper proposes a conceptual model connecting manufacturing and marketing factors to consumer perception, purchase intention and behaviour, along with a five-point Likert questionnaire framework for future primary research. Seven hypotheses cover the effects of product quality, price-value perception, digital/social-media influence, brand trust, sustainability perception and convenience on purchase intention, and the link between intention and behaviour.
The broad conclusion: competitiveness going forward depends on manufacturing efficiency and consumer intelligence working together. Companies that combine solid production, data-informed marketing, honest communication, sustainability and easy omnichannel access are best placed to hold their ground.
Keywords: Manufacturing, Consumer Goods, FMCG, Consumer Behaviour, Marketing Strategy, Digital Marketing, Sustainability, Brand Trust, Consumer Purchase Intention, India
This paper examines the sector through four lenses — industry trends, consumer behaviour, marketing strategy and future opportunity — using an exploratory-descriptive design built on secondary sources, with a conceptual framework offered for later empirical work. Methodologically, the paper borrows its logic from Shukla and Jha (2026), whose study of "real skin" marketing in beauty and health-care influencer culture used bibliometric and qualitative analysis of consumer comments. Rather than repeating that study, this paper adapts the same idea — treating consumer-generated content as a genuine data source — to the wider consumer-goods space.
The literature shows price, quality, brand trust, availability and promotions still drive most purchase decisions, while digital reviews, social media, authenticity and convenience play an increasingly large role. Interest in green marketing, sustainable consumption, CSR and circularity is rising sharply, and manufacturing research shows increasing capital intensity alongside a shifting relationship between output growth and employment.
Building on this, the paper proposes a conceptual model connecting manufacturing and marketing factors to consumer perception, purchase intention and behaviour, along with a five-point Likert questionnaire framework for future primary research. Seven hypotheses cover the effects of product quality, price-value perception, digital/social-media influence, brand trust, sustainability perception and convenience on purchase intention, and the link between intention and behaviour.
The broad conclusion: competitiveness going forward depends on manufacturing efficiency and consumer intelligence working together. Companies that combine solid production, data-informed marketing, honest communication, sustainability and easy omnichannel access are best placed to hold their ground.
Keywords: Manufacturing, Consumer Goods, FMCG, Consumer Behaviour, Marketing Strategy, Digital Marketing, Sustainability, Brand Trust, Consumer Purchase Intention, India
How to Cite this Paper
Umap, S. (2026). An Analysis of Industry Trends and Consumer Behaviour for Consumer Goods. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(9), 1-9. https://doi.org/10.55041/ijcope.v2i9.103
Umap, Sakshi. "An Analysis of Industry Trends and Consumer Behaviour for Consumer Goods." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 9, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i9.103.
Umap, Sakshi. "An Analysis of Industry Trends and Consumer Behaviour for Consumer Goods." International Journal of Creative and Open Research in Engineering and Management 02, no. 9 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i9.103.
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