Saptarshi Majumder is a doctoral researcher in Marketing at the Department of Management Studies, IIT Roorkee. He holds an MBA from IIT Roorkee and has 2.5 years of corporate experience spanning both established organizations and startup ventures. His research focuses on consumer behaviour in digital environments, with particular interest in consumer inertia, resistance to change, habitual buying behaviour, and consumer decision-making on digital platforms. His work seeks to advance the understanding of the psychological and behavioural mechanisms that influence consumers’ continued engagement with products, services, and online platforms.