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FACTORS INFLUENCING IMPULSE BUYING BEHAVIOUR IN CONSUMERS
Authors
Poonam Singh,Kiran Gianchandani,Ashish Valvi,Sudesh Mandaokar,Teja Patil
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Keywords
Impulsive buying behaviour, consumer behaviour, social media, emotion, app based marketing
Abstract
With growing use of technology and ease of access to an online market place, consumers are able to buy products with a single touch. Impulsive buying can be defined as the tendency of a consumer to buy a good or service without planning in the purchase in advance. Impulsive buying can be seen in various products like food items, clothing, jewellery and electronics. It is mostly based on irrational thinking. Marketers in this age are looking to tap into the behavior to increase the sales. 120 respondents were asked to fill out Google forms. This research concluded that device for browsing apps shopping, number of people accompanying or/and influencing during the impulsive purchase & Abundant income at the start of the month are some of the factors that influence impulsive buying behavior. Though, the impact is not that significant, marketers should look into quantifying these variables. Also, Frequency of purchasing a product online also has shown good opportunities that marketers could use, by increasing ads and campaigns to these demographic group to maximize the purchase potential of the consumers.
IJCRT's Publication Details
Unique Identification Number - IJCRT2004154
Paper ID - 193223
Author type - Indian Author
Page Number(s) - 1212-1218
Pubished in - Volume 8 | Issue 4 | April 2020
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No Of Downloads - 1376
Author Country - 411052, India, Pune, Pune, India, Management
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Poonam Singh,Kiran Gianchandani,Ashish Valvi,Sudesh Mandaokar,Teja Patil, "FACTORS INFLUENCING IMPULSE BUYING BEHAVIOUR IN CONSUMERS ", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.8, Issue 4, pp.1212-1218, April 2020, Available at :http://www.ijcrt.org/papers/IJCRT2004154.pdf
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