Role of Impulse Buying Behaviour in Purchase Decision of Women

NIROSHA JOSEPH; VINCE SEBASTIAN

doi:10.36948/ijfmr.2023.v05i06.9772

Role of Impulse Buying Behaviour in Purchase Decision of Women

Author(s)	NIROSHA JOSEPH, VINCE SEBASTIAN
Country	India
Abstract	This study delves into the influence of impulse buying behavior on the shopping habits of women, exploring various demographic and emotional factors alongside in-store and online shopping dynamics. The objectives encompass understanding the impact of these factors on impulse buying behavior, identifying in-store influences, and analyzing the role of impulse buying in online shopping. Methodology involved gathering data from 50 respondents through a structured questionnaire. The study's major findings reveal several significant correlations with women's impulse buying behavior. Notably, in-store factors like eye-catching window displays and enticing promotional offers, such as "buy one get one free" and price breaks, positively correlated with impulsive purchases. Moreover, a considerable majority acknowledged the persuasive influence of salespeople in prompting impulsive buying decisions, highlighting the significant role of sales personnel in shaping consumers' purchasing behaviors. In the realm of online shopping, multiple factors emerged as influential in driving impulsive purchases among women. Elements such as product selection, display attractiveness, home delivery options, and special promotional deals demonstrated a substantial impact on impulsive buying behavior in the online sphere. Specifically, the study emphasizes the pivotal role played by product selection, home delivery convenience, and exclusive online deals in influencing impulsive purchasing decisions. In conclusion, this research sheds light on the multifaceted influences of both in-store and online factors on women's impulse buying behavior, highlighting the importance of tailored marketing strategies and the pivotal role of sales personnel in shaping consumers' impulsive purchasing tendencies.
Keywords	IMPULSIVE PURCHASE, IN STORE FACTORS, EYE CATCHING WINDOW DISPLAY, ONLINE SHOPPING DYNAMICS
Field	Business Administration
Published In	Volume 5, Issue 6, November-December 2023
Published On	2023-12-03
Cite This	Role of Impulse Buying Behaviour in Purchase Decision of Women - NIROSHA JOSEPH, VINCE SEBASTIAN - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.9772
DOI	https://doi.org/10.36948/ijfmr.2023.v05i06.9772
Short DOI	https://doi.org/gs7v2s

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Role of Impulse Buying Behaviour in Purchase Decision of Women

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