REVIEW PAPER ON THE INFLUENCE OF SUBJECTIVE NORMS ON THE PRE-PURCHASE BEHAVIOR OF ELECTRONIC PRODUCTS - AN INDIAN NARRATIVE

The nation experienced a huge proliferation of advertisements, international marketers, and companies with a greater degree of focus soon took over the market. Normally Indian customers have different brand preferences in different categories of products. While the customer knowledge and brand penetration are lower; Indian customers are price sensitive and they try various brands as customer awareness and brand consciousness are quite low subjective norms are perceptual social pressure from the peers who can be individuals or groups on whether to undertake or not to undertake a particular action. People will get information and evaluations from neighbors, relatives, and other close or aspirational people. As per the theory of reasoned action, people will try to comply with social or general behavioral norms and regard peer pressure or expectations as per the code of conduct. Thus, we postulate that subjective norms will impact consumers' purchasing intentions. This is a review paper based on Literature review from published sources of Journal articles, Industry reports the secondary sources. The Influence of subjective norms in E-Commerce for Electronic goods and appliances is studied. The Recommendations would be to research consumer expectations continuously as to their expectations and competitor offerings to satisfy them. Elements of Pre-purchase behavior &Marketing mix to be adopted for sustainable profitability through overcoming competition in delighting and retaining the customer is the need of the hour. Limitations can be as to only secondary published sources are referred Scope for further research can be based on Primary data to serve the customers in a better manne