Innovative Approaches To Fmcg Customer Journey Mapping: The Role Of Block Chain And Artificial Intelligence In Analyzing Consumer Behavior And Decision-Making

Abstract

The convergence of Artificial Intelligence (AI) and Blockchain has the potential to revolutionize customer journey mapping, particularly in the Fast-Moving Consumer Goods (FMCG) sector. AI offers powerful analytics and personalization, while Blockchain enhances data transparency and security. Integrating these technologies can solve long-standing marketing challenges like data privacy and consumer trust.

Purpose:

This study aims to explore how AI and Blockchain can transform customer journey mapping in the FMCG industry, providing deeper insights into consumer behavior, decision-making, and personalized marketing.

Methodology:

A structured questionnaire was administered to 505 respondents from FMCG companies in Bangalore, using a convenience random sampling approach. Factor analysis and structural equation modeling were applied to analyze the data and evaluate the technologies’ impact on customer journey mapping.

Major Findings:

The study revealed that integrating AI and Blockchain improves data accuracy, supply chain transparency, and customer personalization. Familiarity with these technologies is high, with 82.4% of respondents acknowledging Blockchain's benefits in product authenticity and transparency. However, high implementation costs and data privacy concerns remain key challenges.