Document Type : Primary Research paper
Assistant Professor PG & Research Department of Commerce Dwaraka Doss Goverdhan Doss Vaishnav College(Autonomous)Chennai-600106
Associate Professor & Head Dept. of Accounting & Finance M.O.P.Vaishnav College for Women(Autonomous) Chennai-600034
Scope of the Article: Impulsive buying is the extempore response of a buyer. Marketers use this instinctive behaviour of a customer and attract them. Window Displays, Colorful Decorations, Promotional Offers, Sales campaigns usually attracts buyers. This study is an attempt to find out the factors influencing impulsive buying behaviour and aims to group the respondents into clusters based on their response.
Methodology: An empirical study is conducted to analyse the impulsive buying behaviour. A structured questionnaire is administered to collect the primary data and SPSS is used to analyse the data. Factor Analysis is applied to reduce the data, Cluster Analysis is applied to group the respondents and Regression Analysis applied to measure the level of influence among the Shoppers Profile and Impulsive Buying Behaviour.
Findings of the Study: There is one segment of customers with Hyper Rational Characteristics. In order to concert them as Carelessly impulsive customers, businesses shall use Artificial Intelligence and other digital modes for presenting more relevant product and promotional information.