Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{202066,
        author = {Jyoti and Dr. Jai Pal Sharma},
        title = {"Exploring Consumer Perceptions of the Gray Market in the Consumer Durables Sector"},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {6382-6389},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=202066},
        abstract = {This study investigates the influence of gray market activities on consumer purchase intentions and the corresponding perceptions of authorized dealers within the consumer durables sector, focusing on the National Capital Region (NCR) of India. Employing a mixed-method approach, the research integrates both descriptive and exploratory designs, gathering quantitative data from 150 consumers. Findings reveal that while consumers are primarily driven by the cost-effectiveness of gray market products, significant concerns exist regarding authenticity, product quality, ethical implications, and lack of post-sale service. Statistical analysis, including ANOVA, indicates that purchase intention significantly influences perceived authenticity; consumers with high purchase intent tend to rationalize the risks associated with gray market products. Conversely, authorized dealers express frustration over market erosion, pricing disadvantages, and inadequate regulatory enforcement. The study further highlights the role of digital platforms in facilitating gray market access, often blurring lines between legitimate and unauthorized channels. These findings underscore the need for enhanced consumer awareness, stronger policy enforcement, and improved dealer support mechanisms. The research contributes to the limited empirical literature on gray market dynamics in India and provides actionable insights for marketers, policymakers, and consumer rights advocates.},
        keywords = {Gray market, purchase intention, consumer durables, authenticity, ethical concerns, ANOVA, consumer behavior.},
        month = {May},
        }