Determinants of consumer's buying behaviour for digital products in trade fair

The purpose of this study is to examine the factors which have an effect on the intention to shop digital products at the India International Trade Fair. The study comprises both qualitative and quantitative analysis of the buying behaviour of consumers who visit trade fair. For this, a sample of 160 respondents has been taken by using non-random convenience sampling method. The key factors, i.e., value for money (price and quality), brand awareness and service utility were identified and analysed through the use of factor analysis. Findings point out that value for money and brand awareness are the most important variables that influence decision of consumers to shop at trade fair. The study also suggests that sellers of digital products can leverage the above factors to influence consumers to buy at the trade fair. This research is exploratory and causal with potential to be confirmed in the different trade fairs in future. Trade fairs also provide an opportunity for networking and thus relationship marketing plays an important role. Further, the research has opened up the areas of research in Indian context and has concluded with managerial implications.