Consumer behaviour progressed with the progress in digital technology as technology influence the purchase decision of consumer, Digital platforms are example of this upgradation consumer spend according to its digital purchase experience, durable goods market is a part of it. Durable goods categorized by their long lifespan and considerable investment requirements included products such as household appliances, electronics etc. Traditionally, purchasing durable goods involves store visits, face-to-face interactions with sales personnel and actual product examination. However, the propagation of e-commerce platforms, mobile applications and digital marketplaces has dramatically changed this traditional buying method and creating new dimensions in the way consumers evaluate and ultimately acquire durable goods online and upgrade their purchase experience. Consumers unparalleled access to information from digital platforms enable them to compare prices, read reviews, watch demonstration videos about durable goods enable them to make informed decisions from the comfort of anywhere. This change has been accelerated by increasing internet penetration, smartphone adoption and increasing confidence in online transaction security. Consumers exhibit different behavioural patterns when purchasing durable goods online which are influenced by factors including risk, product complexity, price sensitivity, brand reputation, and availability of post-purchase support.

Understanding consumer behaviour for online purchase of durable goods has become imperative for marketers as market expand from traditional to digital. Marketers need insight into the consumer decision-making journey and indulge the factors that build trust in consumer virtual experience. Meanwhile, platform developers and retailers must understand consumer expectations, needs and service features that facilitate consumer demand to purchase online. This pilot study aims to explore the factors that influence consumer behaviour while purchasing durable goods through digital channels. By examining these factors, the research seeks to provide valuable insights that can inform marketing strategies, enhance digital platform performance and ultimately improve the online shopping experience for consumers purchase of durable goods.

Gurleen K.S. (2012) conducted a regional study focusing on Punjab examining consumer perceptions specific to online shopping platforms. For the purpose of data analysis, a sample of 400 respondents was employed, factor analysis was applied to understand the many reasons why respondents choose not to purchase online. Price, awareness, convenience, variety, easy payment options and online shopping are the factors that influence customer behaviour. customers also trusted websites for online shopping needs. The main concerns of customers were about the reliability of a website especially when they have to enter their credit card information to complete an online purchase as customers were aware of Internet fraud so they hesitant to provide their credit card information online.

Vijaysarthi C.,& Sathy P. (2016) investigated consumer behaviour towards durable goods in Tiruvarur district, identifying income level, brand perception and after-sales service as the primary determinants of purchase decisions. Their findings emphasized that purchasing durable goods gives their higher financial commitment and longer lifespan involves a more extensive pre-purchase evaluation than fast-moving consumer goods.

Sathya, P., & Indirajith, D. R. (2018).  Study explored consumer purchasing behaviour for consumer durables in Tiruvarur district with reference to white goods from the data collected from 145 consumer through interview process, that show the influence of aggressiveness, level of satisfaction and level of expectation among consumers. The study revealed that consumer awareness about the product is not associated with its demographic state. Consumer expect good level of satisfaction from purchased brand but brand loyalty is not expected from them.

Nagaraju G H. (2018). a quantitative study explored the importance of digital marketing specifically for consumer durables. The finding suggest that digital platform have become increasingly influential in the awareness and consideration during the purchase journey of consumer and challenges faced during this process. The research revealed that consumers use online resources for research and advertisement play as primary information sources. Consumers are not evolving with the speed of change in digitalization.

Singh, A., & Garg, B. (2020). The study examines how consumer purchasing behaviour for durable goods influenced from social media. Factor analysis is done from data collected from 350 consumers of NCR region is taken through 23 questions based on 5- point Linkert scale. Their research highlights six factors like commitment, facility, courtesy, willingness, responsiveness and assurance that affect consumer purchase behaviour.

Singh, S., Rajak, B. K., & Paliwal, M. (2023). examined how social media marketing influences consumer consciousness and purchase decisions of sustainable products. Their findings revealed that social media platforms serve dual functions firstly as information sources through reviews and recommendations and as advertising channels through targeted marketing campaigns. Research showed that user-generated content especially authentic customer reviews and experiences shared on social media, significantly influence purchase decisions often carrying more weight than traditional advertising.

Chauhan A.V., & Gamit N. H. (2024). examined consumers perception towards online shopping specifically for consumer durables, descriptive analysis with 123 respondents from Surat city has taken, factor analysis is done and price sensitivity, convenience, effortless transactions and obstacles like factors are identified. Finding show that most consumers buy online goods for heavy discounts and ease of purchasing online goods anytime from anywhere but they show lack of trust towards websites as they have to share card details for completing the payment.  

RESEARCH OBJECTIVES 

• To analyse the factors influencing consumer behaviour while buying durable goods online.
• To establish the reliability and validity of the measurement instrument for potential deployment in main study.

4.1 Sampling Design

• Population: consumers of Delhi (NCR region) who have purchased Durable Goods through Digital Platform.
• Sampling Method: Convenience sampling
• Sample size: 100 respondents

4.2 Data Analysis Technique:

• Descriptive statistics: Mean, standard deviation and frequency distribution.
• Reliability Analysis: Cronbach’s Alpha
• KMO and Bartlett’s Test: to assess sampling adequacy and data suitability.
• Exploratory Factor Analysis (EFA): Principal Component Analysis with Varimax rotation

5. DATA ANALYSIS

5.1 Demographic Profile (N=100)

5.2 Descriptive Statistics

5.3 Reliability Analysis

Interpretation: the table demonstrate acceptable to good internal consistency (α > 0.70) indicating that the measurement items reliably measure their respective constructs.

5.4 Kaiser-Meyer-Oklin (KMO) & Barlett’s Test

KMO Measure of Sampling Adequacy: 0.809

Interpretation: KMO value of 0.809 is classified above 0.80 indicating that the data is suitable for factor analysis. The highly significant result (p <0.001) confirms that correlation among variables is sufficient for factor analysis, rejecting the hypothesis that the correlation matrix is an identify matrix.

5.5 Exploratory Factor Analysis (EFA)

Factor Extracted

Interpretation:

Factor-1 Price Sensitivity

The study reveals high price sensitivity among Delhi (NCR region) consumers purchasing durable goods online as 25.207% of total variance explained it is most significant factor and emerged as the dominant influence. Capture comparison behaviour, discount seeking price importance and quality price perceptions.

Factor-2 Brand Influence

The study shows brand influence demonstrate strong impact on consumer decision of online purchase with 20.5% of total variance encompasses trust, loyalty, service expectations and peer driven brand choices.

Factor-3 Social Influence

The result shows that Social Influence have moderate impact on consumer behaviour of online purchase of durable goods with 17.1% variance represents peer opinions, reviews, advertisement and status considerations.

The study provides initial empirical evidence on the multidimensional nature of consumer purchase behaviour for durable goods in digital platforms in the area of Delhi (NCR region). The findings shows that consumer online purchase decisions of durable goods influence by price sensitivity, brand influence and Social Influence. Price sensitivity emerges as the key factor driven by price transparency and comparison capabilities available on digital platform. The brand influence emerges from product quality, warranty coverage, installation support, repair network and customer post-purchase support. The concept suggests that durable goods brands should develop comprehensive digital strategies addressing the customer online purchase journey. Social influence exhibits moderate effects with influence to peer experiences, product reviews and advertising.

The findings show that digitalization changes the way traditional purchasing factors operate, Price sensitivity increases through transparency and associated with price assessment. Brand influence is there and it operates with trust mechanisms. Social influence continues but shifts from basic informational channels to influential marketing. This change suggests that online durable goods market requires abandonment of traditional marketing techniques and adapt to transformative digital marketing.

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