AN ANALYSIS ON THE FACTORS INFLUENCING CONSUMER’S IMPULSIVE BUYING BEHAVIOUR IN SUPERMARKET

Abstract

When someone buys something unintentionally, hastily, and without thinking, this is known as impulsive buying or unplanned purchase. Although impulsive buying is a prevalent phenomenon, there hasn't been much scholarly research on the subject. Thus, it is crucial for both the academics and corporate worlds to comprehend consumers' impulsive purchasing behaviour. The purpose of this study is to determine the influence of eight different key factors namely price, promotional offers, mood of consumer, store environment, store layout, salesperson, reference groups, availability of cash and POS terminal/ATM facility on consumers' impulsive buying behaviour in supermarket from internal and external perspectives. Primary data of 150 respondents were collected among shoppers from Kolkata using convenience sampling technique through a self-administered quantitative questionnaire. The acquired data is examined using the SPSS tools and techniques i.e., correlation and regression analysis. It is depicted from the study that price, promotional offers, store layout and in-store browsing, availability of cash and POS terminal/ATM facility all have significant impact on consumers’ impulsive buying behaviour, however, mood of consumer, store environment, salesperson and reference groups’ influence were not supported by this research. All the factors except price are correlated with each other.