A STUDY ON SHOPPING BEHAVIOR OF YOUNG ADULTS TOWARDS PURCHASE OF SMARTPHONES

Abstract

India has witnessed tremendous growth within the e-commerce market. Indian youth are buying apparels, shoes, and smartphones through online. The paper attempts to know the consumer behavior towards online shopping of Smartphones and the factors influencing the buying behavior and preferences. The gender does not influence the selection of supreme important conditions while buying smartphone.  With the help of structural equation model, it is found that demographic variables have positive influence on brand of smartphone and willingness to pay for smartphone, consumer choice of smartphone has also influence on the ready to pay for the smartphone, shopping over the internet has influence the brand of smartphone and psychographic variables also influence the brand of smartphone selection by the consumers.