The Impact of Social Media Sites on the Effectiveness of Consumer Buying Behavior for Electronics Goods ‑ A Study in India

Abstract

This study explains a deeper understanding of the effectiveness of social media sites on different parameters of consumer buying behavior. It estimated the relationship between several independent variables such as composite buying behavior, usual buying behavior, and variety‑seeking buying behavior, disagreement buying behavior, impetuous buying behavior and consumer buying behavior as dependent variable in the electronic appliances market. The study focused to determine the factors affecting consumer preference and behavior in the Indian electronic market. This study majorly focused on the young working women using electronics product across Maharashtra in India. The data collected from 1272 working women. The major findings of the study indicates there is the positive effect of social media on variety seeking buying behavior, disagreement buying behavior , usual buying behavior, composite buying behavior and impetuous buying behavior. This study helps producers and retailers in understanding consumers buying behavior towards electronics appliances and also helps in improving the customer satisfaction.