Are You Carelessly Impulsive ??? Or Do You Think You Are Hyper Rational??? An Empirical Study On Impulsive Buying Behaviour

Document Type : Primary Research paper

Authors

1 Assistant Professor PG & Research Department of Commerce Dwaraka Doss Goverdhan Doss Vaishnav College(Autonomous)Chennai-600106

2 Associate Professor & Head Dept. of Accounting & Finance M.O.P.Vaishnav College for Women(Autonomous) Chennai-600034

Abstract

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.

Keywords

Int. J. of Aquatic Science
Volume 12, Issue 2 - Serial Number 2
June 2021
Pages 3141-3153

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