Impulse Purchase Behaviour towards FMCG Products- Eying From Generation Y Lenses

Abstract

India is a nation loaded with youth, presently relies upon the youth in all the crucial areas and its development. Youth is known for its vitality, intensity, boldness, the ability to go out on a limb in all circles of life, and if we want to change the present environment scenario to make the future much better place to live then the use of FMCG product is very essential as they fulfill our needs as well as the need of the environment. Many researchers have shown the purchase of the FMCG product as a planned purchase, but contrary to those, this paper will attempt to find out the impact of an impulse purchase on FMCG products. The paper will also try to showcase the presence of impulse purchases in the FMCG product category through a Model by using AMOS 23. The researcher will collect data from 150 respondents from Golaghat and Jorhat district through a structured questionnaire that will further be broken down and analyzed through SPSS 20. This paper will assist the readers in understanding presence of impulse purchase towards FMCG products and also shows the mentality of the people of the Golaghat and Jorhat district of Assam, India, concerning FMCG impulse Purchase and will give a glimpse of their demeanor towards FMCG products.