Abstract
Mobile commerce (m-commerce) has become an integral part of modern retailing, particularly among young adults who are highly engaged with smartphones and digital platforms. This study explores the impact of m-commerce on the buying behaviour of young adults in Kanchipuram District. The research focuses on key factors such as convenience, trust, mobile payment systems, promotional strategies, and social media influence that drive purchasing decisions through mobile platforms. By employing both primary and secondary data, the study aims to analyze how mobile applications, ease of access, and personalized offers shape consumer preferences and buying intentions. The findings are expected to provide valuable insights for businesses and marketers to design effective mobile-based strategies that cater to the expectations of young consumers, thereby enhancing customer satisfaction and loyalty in the digital marketplace.
Keywords: Mobile Commerce, Buying Behaviour, Consumer Preferences, Mobile Applications, Mobile Payments.
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