A study about gender differences in impulsive buying decisions among university postgraduate students in Bengaluru, India Online publication date: Fri, 07-Jan-2022
by N.K. Ekambareswarar; D. Boomika; R. Dinesh Kumar
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 7, No. 2, 2021
Abstract: In this modern era, impulsive buying behaviour has drastically increased through different marketing strategies and business ideas by marketers. This paper explores the association between gender and impulsive buying among university postgraduate students in Bengaluru City. The purpose of this study is to determine gender differences among PG students in Bengaluru City. This study was conducted using primary data collected from 88 respondents, out of which 44 were males and 44 were females. The collected data were analysed using SPSS software. Percentage analysis and Chi-square test were conducted to analyse the data. The comprehensive study shows that female PG students tend to be more impulsive than male PG students. In some cases, male students are more impulsive than female students. Factors like lack of self-control, marketing and promotion tactics, excess pocket money, credit card availability, and brand image significantly influence university postgraduate students' impulsive buying behaviours. External factors are considered to be the primary factors influencing impulsive buying among university PG students.
Online publication date: Fri, 07-Jan-2022
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