How Consumer Research Is Reshaping the Path to Purchase
What does Electroyuva think?
A consumer sees a new skincare product on Instagram. The packaging looks attractive, the influencer recommends it and the offer seems interesting. But does the consumer buy it immediately? Not necessarily. They may search for the product on Google, visit an e-commerce marketplace, read customer reviews, compare ingredients, watch product demonstrations and ask friends for recommendations. Only after gathering enough information do they make a purchase. This behaviour is changing the way consumers interact with brands. Product discovery is becoming easier, but converting discovery into a purchase is becoming more challenging. Consumers have more information, more choices and more ways to validate what brands claim.
A recent study found that 46% of surveyed Gen Z consumers are researching more before making purchases, while only 4% buy immediately after discovering a product.
At Electroyuva, we believe this points to an important shift: Brands can no longer depend on visibility alone. They must give consumers enough reasons and evidence to choose them.
What supports our thinking?
Consumers are taking more time to validate their choices
A study by Rukam Capital, conducted in collaboration with YouGov, surveyed 4,002 Gen Z consumers aged 18–29 across 18 Indian states. The findings reveal a more considered approach to shopping.
The study also found that independent research is the most trusted source when evaluating products, cited by 27% of respondents. Recommendations from friends followed at 20%, while customer reviews were cited by 15%. Social media and creators remain important for product discovery, influencing 29% of respondents. However, only 6% make an immediate purchase following a creator recommendation. This suggests that discovery and purchase are often separate stages of the consumer journey.
What does the evidence mean?
The findings point to a change in the way consumers make purchase decisions. Consumers are not simply looking for products. They are looking for enough information to feel confident about the products they choose.
Electroyuva's Perspective – What should brands do?
We believe brands need to move from a communication strategy focused only on awareness to one that supports the entire consumer decision journey. Getting noticed is important. Helping consumers make a confident decision is equally important.
Electroyuva recommends five areas of focus.
What is our final point of view?
Consumers today have more choices and more information than ever before. They can discover a product in seconds, compare multiple alternatives and access thousands of customer opinions before making a purchase. For brands, this changes the meaning of effective marketing. Visibility can bring a product into consideration, but it does not guarantee a sale. Consumers need clear information, credible proof and confidence that the product will meet their expectations. At Electroyuva, we believe the brands that succeed will be those that understand not only what attracts consumers, but also what reassures them.
The next purchase may begin with an advertisement, but it is increasingly won through information, evidence and trust.
Electroyuva | Consumer Intelligence. Market Understanding. Business Growth.
Sources and References
- Rukam Capital and YouGov – Gen Z: A Deep Dive into India's Most Influential Consumer Cohort, September 2026. Survey of 4,002 Gen Z respondents aged 18–29 across 18 states
- Alvarez & Marsal and Confederation of Indian Industry (CII) – The New Consumer Imperative: Rewiring Commercial Models for Growth, March 2026. Survey of 2,019 respondents across 54 cities.
- PwC India – How India Shops Online: Consumer Preferences in the Metropolises and Tier 1, 2, 3, 4 Cities. Research on online shopping preferences and consumer behaviour across India.