Role of Personalization in Digital Marketing and FMCG Consumer Purchase Decisions: Evidence from Durg District, Chhattisgarh

Rollic Benzamin Dass; Surendra Kumar

Role of Personalization in Digital Marketing and FMCG Consumer Purchase Decisions: Evidence from Durg District, Chhattisgarh

Author(s)	Mr. Rollic Benzamin Dass, Dr. Surendra Kumar
Country	India
Abstract	Personalization is an increasingly important feature of digital marketing because it enables brands to tailor advertisements, product recommendations, and promotional messages to consumers’ interests and observed behaviour. In the fast-moving consumer goods (FMCG) sector, where purchases are frequent and often routine, relevant digital communication may help consumers notice products, compare offers, and recall brands. However, personalization may also create discomfort when advertisements appear intrusive or when consumers are uncertain about the use of their data. This paper examines the role of personalization in digital marketing and FMCG consumer purchase decisions, using the existing research context of Durg District, Chhattisgarh. It draws on the thesis survey of 300 respondents and reports the thesis’s descriptive result that 183 respondents (61%) responded positively to personalized advertisements, 69 (23%) were neutral, and 48 (16%) responded negatively. The thesis also records a regression result for a personalization-related variable (β = 0.61, SE = 0.08, t = 7.62, p < .05); this statistic is reported cautiously because the original SPSS model specification and output must be checked before the coefficient can be interpreted as the isolated effect of personalization on purchase decisions. The paper discusses personalization through perceived relevance, consumer engagement, trust, and privacy concerns and proposes practical implications for FMCG brands and retailers. The findings are context-specific and should not be generalized beyond the surveyed respondents without further research.
Keywords	Digital marketing, personalization, FMCG, consumer purchase decisions, personalized advertising, consumer engagement, privacy concerns, Durg District
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-21

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Role of Personalization in Digital Marketing and FMCG Consumer Purchase Decisions: Evidence from Durg District, Chhattisgarh

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