Journal of Management and Science
Vol. 12 No. 2 (2022): Vol 12, Iss 2, Year 2022
Articles

A study on role of consumer generated media in influencing consumer buying behaviour with reference to electronic devices

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  • Galla Lavanya,
  • Subbarayudu Y
Galla Lavanya
Department of Business Management, KSRM College of Management Studies, Kadapa, Andhra Pradesh.
Subbarayudu Y
Department of Business Management, Yogi Vemana University, Kadapa, Andhra Pradesh.
DOI: https://doi.org/10.26524/jms.12.31
Published June 30, 2022
Keywords
  • Consumer Generated Media, Social Networks, Complex Purchase, Consumer Behaviour, Consumer Decision-Making Process, Information Search, Alternative Evaluation, Purchase Intention.
How to Cite
Galla Lavanya, & Y, S. (2022). A study on role of consumer generated media in influencing consumer buying behaviour with reference to electronic devices. Journal of Management and Science, 12(2), 56-62. https://doi.org/10.26524/jms.12.31

Abstract

The aim of the study is to understand the role of Consumer Generated Media in influencing consumer’s behaviour by utilising consumer decision-making process towards electronic devices. The study mainly focused on high complex purchases, which are characterised by high consumer involvement and prominent brand differences.The study relied on techno-savvy consumers’ from four districts of Rayalseema zone via online survey.Data from a sample of 120 respondents had taken and applied SPSS for analysis. Results shown that consumer generated media shows much impact on consumer decision- making process mainly at the stages of information search and alternative evaluation.

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