Factors influencing consumer behaviour: Electronic goods

This paper investigates the evolving consumer behavior patterns related to electronic goods in the context of India's rapidly growing digital and retail economy. The study explores the key factors—price, convenience, trust, brand perception, and after-sale service—that influence consumer purchasing decisions across both online and offline platforms. Urban consumers prefer online platforms due to ease of access and competitive pricing, whereas rural buyers rely more on physical stores and social influence. Emerging trends like AI-driven shopping and smart devices are transforming consumer habits. The study synthesizes recent literature and market trends to offer a framework for understanding modern consumer choices in the electronics sector and proposes strategies for businesses to adopt an omnichannel model combining physical and digital advantages.