A STUDY ON IMPULSE BUYING BEHAVIOUR OF CONSUMERS IN SALEM CITY, TAMIL NADU

Author (s) : Dr. K. GEETHA

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Abstract :
Impulse purchasing is increasing among the shoppers with the proliferation of organized retail in India. Over a period of time, retailers are conducting extensive research to understand what appeals to the senses of the shoppers into making impulse purchases. Retail stores are being designed such that they are more spacious, have soothing music, have well lit aisles and present an overall serene environment, which appeal to the shoppers. The increasing disposable income of shoppers is also adding to the increase in impulse purchases. E-commerce is playing a significant role in enhancing impulse buying as shoppers can have access to a variety of products, along with price and product comparison, which lures them to buy on impulse. Based on data analysis it is concluded that sample and price discounts may be used as sales related promotional practices leading towards Impulse Buying Behaviour. Thus, managers and decision makers can use such types of promotional techniques to increase their sales volume. It is also concluded that price discounts may be considered as main factor deciding the buying behaviour of the customers. But for luxury items this practice is not suitable and have very little or no effect on buying behaviour of the customers. In case of price discounts, it is further stated that incremental changes in price does not drive the buying behaviour of the customers.

Keywords : Impulse Buying, Consumer Behaviour

Conference Date : 30/08/2019

Pages : 138

Paper ID : 19136