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

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.