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Journal of Management Research and Analysis


DEMOGRAPHICS AND DETERMINANTS OF IMPULSE BUYING BEHAVIOUR: A COMPARATIVE ANALYSIS OF MALE AND FEMALE CUSTOMERS


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Author Details: Gyan Prakash, Shakti Prakash, Apurva Shrivastava

Volume : 2

Issue : 2

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 169

Article End Page : 172


Abstract

Impulse buying is a sudden and immediate purchase with no pre shopping intentions either to buy the specific product category or to fulfill a specific buying task. It is an unplanned purchase characterized by relatively rapid decision making and a subjective bias in favour of immediate possession. Usually retailers want to ensure that their stores must be so appealing that customer must attract to their stores and pay appropriate price for the eye catching merchandise. An Endeavour has been made in this paper to find out the probability of impulse buying behavior conditional upon demographic factors and to develop an appropriate marketing strategy.

The outcomes of the study reflect that the customers’ demographic characteristics have significant influence on impulse buying behavior. It has been found high among youngsters (both unmarried males and females) who have no responsibility in raising families.
JEL: M 31

Key words: Demographics, Impulse buying, Merchandise, Income, Mall