ROLE OF E-COMMERCE IN CHANGING CONSUMER PREFERENCES: SPECIAL REFERENCE TO THE ELECTRONIC SECTOR

Abstract

The rapid growth of e-commerce has led to a major shift in consumer behavior, particularly in the electronics industry. Shoppers now prioritize convenience, diverse product options, and the ability to access detailed information before making a purchase. This research paper discusses how e-commerce has impacted buying behaviour through convenience, price comparison, and a wider range of products. The paper examines the relationship between e-commerce platforms and consumer decision-making.This paper aims to analyze key factors influencing the behaviour of consumers in the electronic sector. Through the integration of literature and recent trends, the study highlights the important role of e-commerce in shaping consumer preferences, the challenges faced by consumers and businesses, and possible strategies for adaptation. The findings suggest that e-commerce continues to revolutionize the way consumers interact with electronic products, leading to a more personalized and informed shopping experience.