A Study on Determinants of Consumer Buying Decision in Case of Electronic Products

Abstract

This study delves into the intricate web of factors influencing consumer buying decisions in the context of electronic products. As the electronics market continues to evolve at a rapid pace, understanding the determinants guiding consumers' choices is imperative for businesses seeking a competitive edge. This research draws upon a comprehensive literature review and employs empirical methods to investigate the multifaceted influences on consumer decisions.

The study applies quantitative approach, by conducting surveys with a diverse 240 sample of electronic product consumers in Chennai area. Through rigorous data analysis, the research identifies and quantifies the key determinants (product attributes, pric, subjective norms, Brand reputation) that sway consumers decision when selecting electronic products. The analysis has done by regression and ANOVA to study the affect of these factors on consumer decision

Findings from this study will provide valuable insights for marketers and manufacturers operating in the electronic products sector. Ultimately, this research aims to contribute to a deeper understanding of consumer behavior within the electronic products market, fostering improved decision-making and market competitiveness.