Authors: Mr. Aadhi Keerthi P, Mr. Logesh B, Mrs. Chitra B
Abstract: Consumer buying behaviour plays a vital role in the success of the electronic gadgets industry. The increasing use of smartphones, laptops, tablets, smartwatches, and other electronic devices has significantly influenced consumer lifestyles and purchasing patterns. This study titled “A Study on Consumer Buying Behaviour towards Electronic Gadgets with Special Reference to Coimbatore” aims to examine the factors affecting consumer preferences and buying decisions related to electronic gadgets. The study focuses on understanding how factors such as price, brand image, product quality, technological features, advertisements, social media influence, and after-sales service impact consumer purchasing behaviour. Both primary and secondary data are used for the research. Primary data were collected through a structured questionnaire distributed among consumers in Coimbatore city, while secondary data were collected from journals, books, websites, and previous studies. Statistical tools like percentage analysis and ranking methods are applied for data interpretation. The findings indicate that consumers highly prefer branded electronic gadgets with advanced features and reasonable prices. Online reviews, digital marketing, and social influence also affect purchasing decisions. The study concludes that electronic gadget companies should focus on innovation, quality improvement, customer satisfaction, and effective promotional strategies to strengthen their market position and meet changing consumer expectations.
DOI: http://doi.org/10.5281/zenodo.20612956
