Impact Of Impulse Buying Behaviour on Consumers

This paper is an attempt to examine some of the factors affecting impulsive buying behaviour of consumers. It also aims to verify the interrelationship between these factors and impulsive buying behaviour. Most of the respondents purchase certain products like personal care items, grocery and accessories impulsively. For other products like electronics and kitchenware, they take time to think if they really require those products. Taking into consideration each factor, product category has an insignificant role in influencing impulsive buying behaviour. The sample is taken by convenience and quota sampling as per their age group. A structured questionnaire is used to collect data from respondents of sample size 200.Similarly, respondents who have financial independence also have an insignificant role in influencing impulsive buying behaviour. Among the factors that are significant for triggering impulsive buying behaviour is availability of cash, mood of consumer, POS terminal/ATM facility, price, store layout, availability of time, product promotion, store environment and reference group. Most of the respondents purchase certain products like personal care items, grocery and accessories impulsively. For other products like electronics and kitchenware, they take time to think if they really require those products. However, the same factors coupled with certain demographic variables may or may not have the same impact on impulsive buying behaviour of the same consumers.