Impulse buying – demographic aspect

Abstract

The purpose of this study is to investigate the effect of demographic factors viz Age, sex, Income & Education on Impulsive buying. When a customer shows the tendency to buy goods or services without planning in advance or when a customer decides on the spur of the moment, it can be called as Impulsive buying. Normally the decision of Impulsive buying is taken by customer when he is highly emotional. Customers are more likely to buy impulsively when they see free goods offer & price discounts offered by stores. More often than not marketers make use of this irrational behavior of a customer to make sales happen. Researchers at the university of British Columbia and the Cheung Kong Graduate School of Business found that impulse spending is a behavior associated with disorganized environments. Impulsive buying disrupts the normal decision making models in consumer brains. All the four demographic factors significantly influence impulsive buying behavior. However among the demographic factors that influence the impulsive buying, gender is the most reliable determinant of impulse buying as compared to other three.