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.
