Electronic durable goods have become essential household items to be used regularly in day to day life. The purpose of the present study was to identify and explore major factors affecting consumer attitude and subsequently behaviour towards the purchase of electronic durable goods. The study adopted a cross - sectional research design to accomplish the set objectives. A sample of total 514 respondents was selected from eight cities of Uttar Pradesh using convenience sampling method. Data were collected using a structured questionnaire which was prepared through extensive literature review. Data were analyzed using statistical techniques such as exploratory factor analysis, Mann-Whitney and Kruskal-Wallis tests on SPSS. The results indicated that exploratory factor analysis produced a total of five factors, which were identified as Perceived Quality, Price Consciousness, Brand Consciousness, Perceived Risk, and Advertisement. Moreover, demographic variables were also found influencing consumer behaviour towards electronic durable goods. The study contributed through the identification of significant determinants of purchase behaviour towards electronic durable goods. The findings of the study may be useful for marketers in devising their marketing strategies.