A Study on Buying Behaviiour of Lady Doak College Students towards the Electronic Gadgets

Abstract

In the modern and trendy era of marketing and societal marketing, customer is the king of the marketand while serving this customer every seller requires good knowledge of buyer behaviour. This research study is related to personal buyer behaviour of electronic gadgets purchasers with reference to Lady Doak college students Madurai. In this research study after reviewing the basics of buyer behaviour, and related researches The different steps of buying process are also discussed in detail. There are numerous factors influencing the buyer behaviour. These factors are also thoroughly explained in this research study. Information relating to digital and electronic gadgets and buyer behaviour in India are also a part of this research study. The researcher has made an attempt to collect information from 400 respondents from Lady Doak College students in Madurai city. The data collected using appropriate questionnaire was analyzed and interpreted using statistical techniques and also the testing of hypothesis was done and conclusions arrived at whether the hypothesis is accepted or rejected. On the basis of secondary data the researcher has observed a new model of buyer behaviour named as the buying hut model which is based on the factors influencing the buying process. The outcome of this research study will prove to be of use to the research scholars.