Factors influencing Indian consumers for purchasing goods and services from SMEs

The investigation of the variables influencing Indian consumers' choices to purchase products and ser-vices from small and medium-sized businesses (SMEs) is the goal of this study. The evaluation of social evidence, confidence in SMEs, and the impression of online platform usability receive special emphasis. A systematic questionnaire covering customer preferences, perceptions of the quality of SME products, and their support of the local economy was used to survey 124 respondents. The findings demonstrate that customers' inclinations to purchase from SMEs are strongly influenced by social evidence. Addi-tionally, it was discovered that purchase decisions were significantly influenced by confidence in SMEs. Additionally, the probability of SME purchases is positively impacted by online platforms' ease of use. These results demonstrate the necessity of enhancing customer contact online and fostering confidence-building in order to support the growth of SMEs in India. The study highlights how crucial it is to create marketing plans that enhance online services and build social evidence in order to boost SMEs' market share and promote their long-term growth in the Indian economy.