2025, Vol. 7, Special Issue 11, Part A

The growth of e-commerce in India has transformed the retail landscape, particularly in the electronics sector. This study examines consumer behaviour towards online purchasing of electronic products in Bengaluru City, India’s technology hub. The research focuses on factors influencing purchase decisions, including price, trust, convenience, product variety, and delivery experience. A descriptive research design was adopted, and data were collected from 453 respondents through a structured questionnaire. The findings reveal that trust, ease of use, and after-sales service play significant roles in shaping consumer purchase intentions. The study provides insights for e-retailers to improve service quality and enhance customer satisfaction in the competitive online electronics market.