A Study On Factors Influencing Branding On Consumer Purchase Intention Of Electronic Productswith Reference To Chennai City

Abstract

In the ever-evolving landscape of consumer behavior, branding plays a pivotal role in influencing purchase decisions, particularly in the realm of electronic products. This study investigates the multifaceted factors that impact consumer purchase intention concerning electronic products, with a focus on the dynamic market of Chennai City. Through a comprehensive review of existing literature and empirical analysis, this research aims to shed light on the intricate relationship between brand and consumer behavior in the electronic products sector. The study employs a mixed-methods approach, utilizing both quantitative and qualitative research. In this study, a convenient sampling method was used and the sample size was 120. Questionnaires have been given out to 120 members in chennai city. The findings of this study are anticipated to provide valuable insights for marketers and practitioners operating in the electronic products industry, enabling them to formulate more effective branding strategies tailored to the preferences and perceptions of consumers in Chennai City. By understanding the determinants of consumer purchase intention, businesses can enhance their competitiveness and sustain long-term success in a rapidly evolving marketplace. Moreover, this research contributes to the academic literature by expanding the knowledge base on consumer behavior and branding within the context of electronic products, particularly in the unique socio-cultural setting of Chennai City.