Published Paper Details:

This study explores consumer impulse buying behavior influenced by flash sales and limited-time promotions in Ranchi City, Jharkhand. In the era of digital marketing and e-commerce growth, time-bound promotional strategies such as flash sales and limited-time offers have become powerful tools to stimulate unplanned purchasing decisions among consumers. The research aims to understand how these promotional techniques affect consumer psychology, decision-making, and purchasing patterns in an emerging urban market like Ranchi. The study is based on primary data collected through a structured questionnaire from 100-150 respondents. The collected data has been analyzed using percentage analysis along with the help of tables, bar graphs, and pie charts to present the findings in a clear and systematic manner. The research focuses on identifying key factors such as urgency, perceived discounts, social influence, emotional triggers, and convenience that contribute to impulse buying behavior. The findings reveal that flash sales and limited-time promotions significantly influence consumers by creating a sense of urgency and fear of missing out (FOMO), leading to spontaneous purchase decisions. Consumers, especially young and digitally active individuals, are more prone to impulse buying during such promotional events. However, factors like income level, awareness, and prior purchase planning also play a moderating role. The study concludes that while these marketing strategies effectively boost short-term sales, they also shape consumer behavior patterns in the long run. It suggests that businesses should use such promotional tools strategically while consumers should develop awareness to make more rational purchasing decisions.