Customer Buying Intention Towards Smart Watches in Urban Bangalore

A market for wearable technology has developed as the marketing industry works to connect with mobile consumers. This industry would require businesses to create and enhance marketing strategies in the sector, as well as significant innovation initiatives in the field of digital marketing. The wearable tech business has made significant strides in its development, which enables researchers to do more studies on the topic. This article aimed to determine the factors that influence customer buying intention towards smartwatches among the most prominent wearables in urban Bangalore. A sample of 163 respondents was selected using the convenience sampling method among the students and young professionals residing in Urban Bangalore. Multiple regressions were applied to determine the relationship between the independent variables and the intention to purchase a smartwatch. The results show that there is a significant and positive relationship between independent variables’ perceived usefulness, ease of use, fashion product, product feature, health and fitness tracker, and dependent variable customer buying intention towards smartwatches.