Article: Factors prompting impulse buying behaviour - study among shoppers in India Journal: International Journal of Indian Culture and Business Management (IJICBM) 2015 Vol.11 No.2 pp.219 - 244 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. Inderscience Publishers - linking academia, business and industry through research

Title: Factors prompting impulse buying behaviour - study among shoppers in India

Authors: Sanjeev Prashar; Chandan Parsad; T. Sai Vijay

Addresses: Indian Institute of Management (IIM), Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India ' Indian Institute of Management (IIM), Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India ' Indian Institute of Management (IIM), Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India

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.

Keywords: impulse buying; buying behaviour; factor analysis; principal component analysis; PCA; India; impulse purchasing; retail industry; shopping behaviour; merchandising displays; in-store influences; promotional stimuli; socialisation.

DOI: 10.1504/IJICBM.2015.071308

International Journal of Indian Culture and Business Management, 2015 Vol.11 No.2, pp.219 - 244

Received: 03 Jul 2014
Accepted: 03 Jul 2014
Published online: 20 Aug 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article

Title: Factors prompting impulse buying behaviour - study among shoppers in India

Keep up-to-date