Title: Mapping the intellectual structure of market competition and consumer behaviour: a synthesis of the literature using bibliometric analysis

Authors: Kavita Verma; Kapil Malhotra; Narpal Yadav; Urmila Sharma

Addresses: Maharshi Dayanand University, Rohtak, India ' Department of Commerce, Maharshi Dayanand University, Rohtak, Haryana, India ' Department of Commerce, Ahir College, Rewari, Haryana, India ' Ahir College, Rewari, Haryana, India

Abstract: This study uses a bibliometric analysis to examine the intellectual structure of market competition and consumer behaviour, utilising the Scopus database indexed journals from 1976 to 2024. The study conducts performance analysis and science mapping analysis to evaluate 528 articles covering nearly five decades of research. The findings reveal a substantial rise in publications over the past decade. The USA, China, and Indonesia emerged as the most contributive nations excelling in both total citations and international collaborations. Among the authors, 91.6% contributed at least one article, 6% published two articles, 1.5% published three documents, and 0.3% contributed four papers as per Lotka's law. A thorough literature review identifies four key clusters and thematic mapping suggests emerging themes within this domain. Finally, keyword analysis provides a future roadmap for competitive market research. Hence, the current study offers significant insights into the development trends, influential contributors, and thematic evolution of the field, serving as a valuable guide for academics and practitioners alike.

Keywords: market competition; bibliometric analysis; VOSviewer; consumer behaviour.

DOI: 10.1504/IJTMKT.2026.150496

International Journal of Technology Marketing, 2026 Vol.20 No.1, pp.85 - 109

Received: 13 Aug 2024
Accepted: 19 May 2025
Published online: 15 Dec 2025 *

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