Study on Online Impulse Buying Behavior of Millennials towards Electronic Gadgets in Hyderabad

Abstract

Pandemic has paved the way for rapid growth in online buying of electronic products. According to an article published in Indian Retailer.com in the year 2021, Electronic gadgets were one of the top searched and compared categories on the internet. It has now become a leading e-commerce category in recent times, with the highest GMV share of total e-commerce sales. Millennials online shopping habits specially for electronic gadgets is really fascinating in terms of the factors they consider before making an impulse purchase. Electronic gadgets like smart phones, laptops, Tablets, Bluetooth etc.  are most widely purchased through online by the Millennials for both academic and entertainment purposes. The aim of this paper is to study and understand millennial Impulse buying pattern of electronic gadgets based on various parameters. The demographic information is used to find the parameters affecting the Impulse buying pattern of millennials. Descriptive statistics, ranking, percentage analysis and correlation coefficients are also used in this study.