Title: Exploring electronic gadget buying behaviour in India: a social media approach

Authors: Surbhi Goyal; Navdeep Kaur

Addresses: Department of Commerce, CT University, Ludhiana, Punjab, India ' Department of Commerce, CT University, Ludhiana, Punjab, India

Abstract: The aim of this study is to investigate the impact of demographic factors on consumer buying behaviour for electronic gadgets, within the context of Indian social media platforms. This study also explored how demographic information influences consumers' purchasing decisions on social media when it comes to electronic gadgets. This study utilises a quantitative research design. Firstly, quantitative data is collected through online surveys distributed on social media platforms to gather information about consumers' demographic characteristics and their buying behaviour for electronic gadgets. The gathered information analysis has been done with IBM SPSS Statistics version 22. The results of this study revealed that demographic information significantly impacted the consumer behaviour. Single and married individuals demonstrate varied buying patterns, highlighting the need for tailored approaches. Gender also exhibits different preferences, necessitating gender-specific marketing strategies.

Keywords: demographic influences; consumer buying behaviour; electronic gadgets; social media; India.

DOI: 10.1504/IJSOM.2026.151751

International Journal of Services and Operations Management, 2026 Vol.53 No.2, pp.235 - 243

Received: 23 Aug 2023
Accepted: 03 Oct 2023
Published online: 18 Feb 2026 *

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