Modelling of determinants influence consumer behaviour towards different technology products

The paper aims at conducting an empirical investigation in order to identify the determinants that influence consumer behaviour towards buying different technology products (high, medium and low). The paper attempts to develop an empirically proved model of determinants that influence consumer behaviour towards buying different technology products. The research identified that the peer groups' suggestions have maximum influence on consumer behaviour towards buying high and medium technology products, whereas brand reputation and accreditation from society influence consumer behaviour towards buying low technology products. The findings would provide valuable insights to the marketers on the variables influence consumer behaviour towards different technology products.