• Mukti Shukla
• Poonam Puri

This research work examined the factors affecting buying behaviour and its influence on purchasing of electronic appliances. Primary data has been collected by the distribution of questionnaire. Survey has been conducted by using convenience sampling method. Total 600 data has been recorded which was used for further statistical analysis technique. EFA method has been used to explore the factors and hypotheses were tested using Regression method. The study found out that digital media significantly impacts on buying behaviour of electronic appliances.This research work examined the factors affecting buying behaviour and its influence on purchasing of electronic appliances. Primary data has been collected by the distribution of questionnaire. Survey has been conducted by using convenience sampling method. Total 600 data has been recorded which was used for further statistical analysis technique. EFA method has been used to explore the factors and hypotheses were tested using Regression method. The study found out that digital media significantly impacts on buying behaviour of electronic appliances.

Digital media, electronic appliances, purchase intention, consumer behavior

"Factors Affecting Buying behaviour and its Influence on Purchasing of Electronic Appliances", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 3, page no.g553-g560, March-2022, Available :http://www.jetir.org/papers/JETIR2203671.pdf

"Factors Affecting Buying behaviour and its Influence on Purchasing of Electronic Appliances", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 3, page no. ppg553-g560, March-2022, Available at : http://www.jetir.org/papers/JETIR2203671.pdf