Factors prompting impulse buying behaviour - study among shoppers in India
by Sanjeev Prashar; Chandan Parsad; T. Sai Vijay
International Journal of Indian Culture and Business Management (IJICBM), Vol. 11, No. 2, 2015

Abstract: Impulsive buying has long been identified as a significant behaviour in retail industry. Such purchases are manifested through consumers' tendency to buy spontaneously. A number of researchers have found that high impulse shoppers are likely to have shopping lists that are 'open' and are receptive to sudden unexpected buying ideas. It is expected that approximately 70% of all purchasing decisions are made at the point of purchase, with impulse purchases emerging as the prominent buying pattern. The objective of this paper is to identify and rank the factors that influence the impulse buying behaviour among shoppers in India. This study, conducted in one of the top five retail markets of the world, adds to the existing knowledge on shoppers' impulse buying behaviour. Accordingly, a multitude of factors influences this spontaneous and unplanned shopping behaviour and reflects how merchandising display and in-store influences have stronger impact than promotional stimuli and socialisation in the Indian context. Retail marketers in India can take this cue in designing their strategies to attract consumers.

Online publication date: Thu, 20-Aug-2015

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