INFLUENTIAL FACTORS IN IN-STORE IMPULSIVE BUYING BEHAVIOUR - AN EMPIRICAL STUDY WITH REFERENCE TO CHENNAI CITY

Abstract

The aim of this research is to determine the most influential factor that indulge the consumers to buy impulsively at store. The variables used in this study are unplanned purchases, type of products purchased, carrying of shopping list, liking of impulse buying, Comparison of price, quality of the product, experience on return of product, external influencers of unplanned purchases, unplanned buying due to self-inner pressures, impulsive purchases due to my family and friend’s pressures, and the post-purchase evaluation of the consumers. In this study the data was collected from the targeted population of 99 respondents residing in the city of Chennai. This study has carried out Frequency Test, ANOVA Test, and Descriptive Test using SPSS 16.0 on the basis of 99 responses. The results indicate that the six hypothesis were observed  insignificant relationship between the variables on Impulse Buying with demographic factors and the four hypothesis were observed to have significant relationship between the variables on Impulse Buying, Whereas the frequency test has been analysed to test the majority of the consumers who make impulse buying and at the same time descriptive statistics has also been measured to compute the three highest rating factor and the three lowest rating factor suggested by the respondents as the reason for which they buy the goods impulsively.