ASSESSING AND COMPARING THE INTERNAL AND EXTERNAL FACTORS AFFECTING OFFLINE IMPULSIVE CONSUMER BUYING BEHAVIOR IN INDIA

Abstract

Consumers tend to buy more than they planned when out for shopping. The factors leading to the customers to buy more than they planned to on the basis of impulse are several and discussed in this paper. Primary data has been collected by only questionnaires on which descriptive analysis, factor analysis and correlation tools have been used to analyse the impact of different factors on impulsive buying behavior. The findings imply that the factors- past purchase experience, attractive store design and location trigger most impulse buys among consumers. However, factors like a good aroma and hedonic and emotional motives play a less important role in making consumers buy impulsively. Also, the study found that the post purchase dissonance is higher in unemployed/retired, married females than the other respondents’ categories of the survey. Moreover the study found that the factors are mostly independent of each other and do not correlate with other factors, except a set of few including hedonic motives and past purchase experience.