Abstract

Consumer perceptions and trust in start-ups are examined in this study, including an analysis of the factors affecting consumer choices. Start-ups, being innovative, flexible, and risk-prone, are a crucial engine of economic development and social advancement. However, involving the consumer has become difficult, as scepticism arises concerning product quality, company stability, and lifetime viability. The research sought a quantitative approach for data collection based upon a 300 respondent sample that employed descriptive statistics, factor analysis, and regression analyses. Findings suggest that consumer trust, product quality, competitive prices, transparency, and customer satisfaction are the main factors determining consumer interaction with start-ups. On another note, brand perception, perceived innovation, and effective reputation management serve as important factors that might favourably influence the acceptance and adoption of offerings by start-ups. Young adults and middle-aged professionals are more disposed to consume start-up products, advocating for precision in targeted marketing strategies, according to the analysis. A high degree of multicollinearity suggests that it should tone down the message, focusing instead on consistent communication with the audience. This research serves as a guide for start-ups that want to build customer-centric strategies, improve their reach in the market, and cultivate relationships with consumers in the long run.