Factors Contributing to the Impulsive Buying Behaviour of Consumers & Its Role in Advertising Industry

Rajesh Mankani

《DPU International Conference on Business Innovation and Social Sciences 2021》 International Sessions (2021/05) Pp. 132-139

https://doi.org/10.29608/caicictbs.202105.0017

摘要

It is often seen that consumers plan their purchases carefully but at the time of actually shopping, many a time, they get carried away by their emotions due to the visual appeal or attraction that a product, strategically placed in the store, may catch their eye and even though it was not part of the original shopping list, the consumer impulsively ends up buying the product. This emotional driven behaviour of consumers is known as Impulse Buying. There are several factors responsible for this impulsive buying behaviour of consumers and this area of marketing has particular potential for marketers who are always looking at ways and means of attracting the consumers' attention towards their products. This research sought to examine the demographic and psychological factors behind such impulsive buying behaviour of consumers in order to be able to establish a relationship between these factors and the aforesaid behaviour. A number of hypotheses were established by the researcher keeping the impulsive buying as dependent variable and to study the impact of the various independent variables like age, income, gender, occupation, education, perceptions, etc on the dependent variables. Through a primary study aided by secondary data, analysed statistically, the researcher was able to establish a relationship between impulsive buying behaviour and factors such as income, perception, motivation & attitudes and beliefs of consumers. This research can be of significance to marketers who can use the outcomes to further fine-tune their marketing strategies and successfully catch the attention of their target consumers.

關鍵字

Impulse Buying ； Consumer Buying Behaviour