A study on analysing the impact of demographic factors on purchasing decisions of consumers at Bajaj electronics

( Vol-11,Issue-4,July - August 2025 )

Author(s): Umamaheswararao Gobbilla, Chitikena Sanjana

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Page No: 212-225
DOI: 10.22161/ijaems.114.22

Keywords:

Demographic Factors, Consumer Purchasing Decisions, Consumer Behavior, Age and Buying Patterns, Gender Influence, Occupation and Consumer Choice.

Abstract:

This study investigates the influence of demographic factors—such as age, gender, income, education, and occupation—on consumer purchasing behavior at Bajaj Electronics, a leading Indian retail chain. Employing a descriptive quantitative approach, data were collected through structured surveys from 105 customers across urban and semi-urban outlets, and analyzed using statistical tools such as chi-square tests. Findings reveal that younger adults, particularly those aged 25-34, predominantly constitute the customer base, with males representing a larger share. Key purchase drivers include warranty and after-sales service, product specifications, and brand reputation. Demographic variables significantly impact product preferences, brand sensitivity, and payment modes. The results offer valuable insights for developing targeted marketing strategies and enhancing customer engagement in the competitive electronics retail sector. Overall, understanding demographic influences enables retailers to tailor offerings effectively, fostering improved customer satisfaction and business growth.

Received: 20 Jun 2025; Received in revised form: 10 Jul 2025; Accepted: 14 Jul 2025; Available online: 17 Jul 2025

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