Consumer Behaviour and Impulsive Buying Behaviour

ATERM PAPER

ON

“CONSUMER BEHAVIOR: A Study on Impulse Buying Of FMCG Products in Jodhpur”

Submitted in partial fulfillment for the award ofDegree of

Master of Business Administration

Department of Management StudiesJai Narain Vyas University, Jodhpur

(2010-2012)

Under the supervision of: Submitted by:Dr. Meeta Nihalani Rajesh Matnani(Head of Department) MBA II SemesterDept. Of Management Studies

Department of Management Studies, Jodhpur Page 1

ACKNOWLEDGEMENT

With regard to my term paper with “Impulse buying behavior” I would like to

thank each and every one who offered help, guideline and support whenever

required.

I am extremely grateful to my supervisor, Dr. (Mrs.)Meeta Nihalani,

Head of Department for their valuable guidance and timely suggestions and for

providing me this opportunity, and all faculty members of DEPARTMENT OF

MANAGEMENT STUDIES, JODHPUR for the valuable guidance& support.

I would also like to extend my thanks to all the respondents who

invested their valuable time in my study and my family and friends for their

support.

RAJESH MATNANI


CERTIFICATE

DEPARTMENT OF MANAGEMENT STUDIES

JAI NARAIN VYAS UNIVERSITY, JODHPUR

This is to certify that Mr. RAJESH MATNANI student of Department

of Management Studies, Jodhpur, has completed project work on

“CONSUMER BEHAVIOR: A Study on Impulse Buying of FMCG

Products in Jodhpur” under my guidance and supervision.

I certify that this is an original work and has not been copied from

any source.

Signature of Supervisor

Dr. (Mrs.) Meeta Nihalani

Date- 20, May 2011

CONTENTS


Sr. No. Contents Page No.

1 ACKNOWLEDGEMENT 2

2 ABSTRACT 5

3 INTRODUCTION 6

4 LITERATURE REVIEW 7

5 OBJECTIVES 8

6 RESEARCH METHODOLOGY 9

7 DATA ANALYSIS 13

8 DATA INTERPRETATION 15

9 INFERENCES AND IMPLICATIONS 34

10 CONCLUSION 35

11 REFERENCE 36

ABSTRACT


This paper is an attempt to find the variables/factors that effects customer impulse buying behavior in FMCG sector considering retail market in India. The impact of various impulse buying factors like sales and promotions, placement of products, window merchandising, effective price strategy etc on customer impulse buying behavior has been analyzed.

A hypothetical model has created in this paper which has been taken into consideration for our research work on impulse buying behavior of the consumers. The study is based on the primary data collected from Shopping malls, Handlooms and marts from the area of JODHPUR with the help of structured questionnaire on likert scale. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis.

After the through analysis of the available data it has been found out that since income of individual is increasing and more and more people are moving towards western culture in dressing sense, in eating etc so the purchasing power of the people has really gone up and thus the impulse buying of the commodities is on a great increment mainly due to pricing strategies of retail players and full of festivals throughout the year.

Key words:-

Impulse buying, Retail industries in India, FMCG sector

INTRODUCTION

Impulsive purchasing, generally defined as a consumer’s unplanned purchase which is an important part of buyer behavior. It accounts for as much as 62% of supermarket sales and 80% of all sales in certain product categories. Though impulsive purchasing has attracted attention in consumer research unfortunately, there is a dearth of research on group-level determinants.

This research suggests that the presence of other persons in a purchasing situation is likely to have a normative influence on the decision to make a purchase. The nature of this influence, however, depends on both perceptions of the normative expectations of the individuals who exert the influence and the motivation to


comply with these expectations. Peers and family members, are the two primary sources of social influence, often have different normative expectations.

Thus, it has been evaluated two factors that are likely to affect the motivation to conform to social norms:

a) The inherent susceptibility to social influence and b) The structure of the group

Group cohesiveness refers to the extent to which a group is attractive to its members. The theory proposed by Fishbein and Ajzen helps conceptualize these effects. This theory assumes that behavior is a multiplicative function of expectations for what others consider to be socially desirable and the motivation to comply with these expectations.

LITERATURE REVIEW

Marketing and consumer researchers over the period of forty years have tried to grasp the concept of impulse buying and defined this terminology in their own perspectives, for which some research findings are discussed here.

In a research conducted by Cobb and Hoyer (1986), impulse buying was defined as an unplanned purchase and this definition can also be found in the research of Kollat and Willett (1967).

In another research by Rook (1987) reported that impulse buying usually takes place, when a consumer feels a forceful motivation that turns into a desire to purchase a commodity instantly. Beatty and Ferrell (1998) defined impulse buying as instantaneous purchase having no previous aim or objective to purchase the commodity. Stern (1962) found that products bought on impulse are usually cheap.

Shopping lifestyle is defined as the behavior exhibited by purchaser with regard to the series of personal responses and opinions about purchase of the products as reported by Cobb and Hoyer (1986). They find that shopping life style and impulse buying behavior are closely related but only in the case of impulse buyers. The study also states that impulse purchasers fell in the middle as of the measurement


tools used by the researchers, indicated that purchasers will not pick the first brand they spotted in the shopping mall.

In researches conducted by Cha (2001); Han et al., (1991); Ko (1993) it is reported that impulse buying behavior regarding fashion products are associated with patterns like chaste, repeated emotions as well as fashion-oriented impulse buying behaviors. These facts were also quoted by Park et al. (2006). The definition of fashion involvement basically relates to apparel associated with fashionableoutfits. The findings of Han et al. (1991) quoted in response to fashion involvement of consumers, that it might enhance fashion-oriented impulse buying behaviors among those who habitually wear fashion outfits. Fairhurst et al. (1989) and Seo et al. (2001) found a direct association among fashion involvement and apparels purchase. Positive emotions are defined as affects and moods, whichdetermine intensity of consumer decision-making reported by Watson and Tellegen (1985). Park (2006) found a positive relationship of positive emotions, fashion involvement and fashion-oriented impulse buying with the overall impulse buying behavior of the consumers. Ko (1993) reported that An Empirical Study of Consumer Impulse Buying Behavior in Local Markets 525 positive emotions may result into fashion related impulse purchase. The researches of Beatty and Ferrell (1998); Husman (2000); Rook and Gardner (1993); Youn and Faber, (2000) found that emotions strongly influence buying behaviors, which result into consumer impulse buying. Babin and Babin (2001) found that in stores consumer’s purchasing intentions and spending can largely be influenced by emotions. These emotions may be specific to certain things for example, the features of the items, customer self interest, consumer’s gauge of evaluating items and the importance they give to their purchasing at a store.

Piron (1993) found that the total of nine items, a combination of pre-decision and post-decision stages indicators, resulted into high significant differences and the values of correlations for unplanned purchases done by consumers resulted into higher value as compared to purchases done by consumers on impulse. Their study indicated that out of total questionnaires distributed which were 361, 53 were unplanned purchasers and 145 were impulse buyers (total= 198).


OBJECTIVES OF THE STUDY

The main objective of the study is to investigate impulsive buying behavioramongst people living at Jodhpur. It will help:

To discover whether personality traits (lack of control, stress reaction, and absorption) trigger impulse buying behavior.

To identify what impulse products are in terms of expected price and product location.

To discover the differences between male and female consumers in Impulsive buying behavior.

RESEARCH METHODOLOGY


The researcher contacted the respondents personally with well-prepared sequentially arranged questionnaire. The questionnaire prepared, was divided into two parts, of which part one was used to gather demographic details of the respondents doing impulsive buying and the second was related to customer preferences for the various attributes of the product available.

Research DesignThe proposed research model on Figure1:

Figure1: Factors affecting impulse buying

Sampling Area - The study is conducted on the respondents i.e. the customer doing impulse buying in Jodhpur city

Sample size – The research focused on the participants who willingly wanted to complete the instruments in their entirety. Total 160 respondents filled the questionnaire.

Sampling Design – The sample was designed by the convenience based random sampling method.


Consumer Purchase

Factors affecting Impulse Buying

Price of ProductSchemesDiscountAdvertisementSales PromotionOrganizing EventsVisual MerchandisingPackagingEmotional AttachmentBehavior of SalespersonProduct PopularityChanging trendsStandard of LivingSpecial OccasionTradition

Impulse Buying

Primary Data - Most of the data collected by the researcher was primary data through a structured questionnaire, which was operated on the samples of the tourist visiting the destination of Jodhpur

a.) Demographic Characteristics- gender, age and occupation of the respondents.

b.) Dimension of customer satisfaction for service facilities c.) Secondary data- The secondary information was collected from the

published Sources such as Journals, Newspapers and Magazines and websites...

Research instruments - A summated rating scale format was used, with five choices per item ranging from "highly dissatisfied” to "highly satisfied ". . . In this all the questions were positively framed to study the impact of independent variable like age, gender and occupation on the dependent variable which is student development through knowledge.

Analysis of Data - All the data collected from the respondents was feeded and tabulated and the analysis was done through the software of SPSS version 16.

Hypothesis

Null hypothesis

H01: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the gender coming to shopping mall, handlooms and marts of the Jodhpur.

H02: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the age coming to shopping mall, handlooms and marts of the Jodhpur.

H03: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the education coming to shopping mall, handlooms and marts of the Jodhpur.

H04: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the income coming to shopping mall, handlooms and marts of the Jodhpur.


Alternate hypothesis

HA1: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the gender coming to shopping mall, handlooms and marts of the Jodhpur.

HA2: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the age coming to shopping mall, handlooms and marts of the Jodhpur.

HA3: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the education coming to shopping mall, handlooms and marts of the Jodhpur.

HA4: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the income coming to shopping mall, handlooms and marts of the Jodhpur.

Data analysis

1. Anova Linearity and Non-Linearity Test:-Aim here is to find how Total Satisfaction varies in accordance to change in each dimension, linearly or non-linearly, here both are scale variables dependent and independent variable. The test for linearity if has a significance value smaller than 0.05,

indicates that there is a linear relationship. The test for deviation from linearity if has a significance value smaller

than 0.05, indicates that there is a non-linear relationship. If both relationships are present and if R2<ETA2 it means non-linear

relationship exists.

2. One way Robust analysis of Variance: In the test for homogeneity of variance, if the significance value is less

than 0.05 than Welch and Brown-Forsythe is to be checked for group


difference, if significant value there is less than 0.05 then Tamhane Post-hoc comparison for individual group difference will be checked if it show significant value less than 0.05 than the individual groups differs.

Now, if in the test for homogeneity of variance, if the significance value is more than 0.05 than simply One way anova table will be checked, if there the significant value is less than 0.05 then Tukey HSD Post-hoc comparison for individual group difference will be checked if it show significant value less than 0.05 than the individual group differs.

It is mandatory to look for test for homogeneity of variance only when the group is of nearly equal size. Welch test is more accurate than Brown-Forsythe test hence it would be given priority during analysis. For all those independent variables where homogeneity constraints was satisfied Tukey table for Post hoc comparison is shown and where robust estimates of Welch and Brown-Forsythe are looked, there Tamhane table for Post hoc comparison is shown (Monday, Klein, Lee, 2005).

DATA ANALYSIS AND INTERPRETATION


1. Gender

Frequency Percent Valid Percent Cumulative Percent

Male 109 68.1 68.1 68.1

Female 51 31.9 31.9 100.0

Total 160 100.0 100.0

The above table shows that among the total of 160 respondents 109 (68.1%) were male and remaining 51(31.9%) respondents were female.

2. Age


Below 20 22 13.8 13.8 13.8

Between 20 to 30 34 21.2 21.2 35.0

Between 30 to 40 43 26.9 26.9 61.9

Above 40 61 38.1 38.1 100.0

Total 160 100.0 100.0

The above table shows that among the total of 160 respondents 22 belongs to the age group of below 20 years, 34 belongs to age group of between 20 to 30 and maximum that is 61 belong to age group of above 40 years.


3. Income


Below 2 lakh 42 26.2 26.2 26.2

Between 2 to 5 lakh 86 53.8 53.8 80.0

Above 5 lakh 32 20.0 20.0 100.0

Total 160 100.0 100.0

It can be seen that among the total of 160 respondents, maximum belong to the category of between 2 to 5 lakh followed by category of below 2 lakh.

4. Education


Under graduate 30 18.8 18.8 18.8

Graduate 69 43.1 43.1 61.9

Post graduate 61 38.1 38.1 100.0

Total 160 100.0 100.0

As mention in the above table among the total respondents 43.1% are graduate, 38.1% are post graduates and remaining 18.8% are under graduate.

DATA INTERPRETATION


1. Price of Product


Strongly Disagree 10 6.2 6.2 6.2

Disagree 21 13.1 13.1 19.4

Neutral 75 46.9 46.9 66.2

Agree 27 16.9 16.9 83.1

Strongly Agree 27 16.9 16.9 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (46.9%), followed by two groups that are agree and strongly agree (16.9% each)


2. Schemes



Disagree 19 11.9 11.9 17.5

Neutral 90 56.2 56.2 73.8

Agree 29 18.1 18.1 91.9

Strongly Agree 13 8.1 8.1 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (56.2%), followed by two groups that are disagree (11.9%) and agree (18.1%)


3. Discount



Disagree 27 16.9 16.9 20.6

Neutral 76 47.5 47.5 68.1

Agree 32 20.0 20.0 88.1

Strongly Agree 19 11.9 11.9 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (47.5%), followed by the group that agree(20%) that discount factor effects the buying behavior of the customer.


4. Advertisement



Disagree 29 18.1 18.1 20.6

Neutral 51 31.9 31.9 52.5

Agree 46 28.8 28.8 81.2

Strongly Agree 30 18.8 18.8 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (31.9%), closely followed by the group that agree (28.8%) that advertisement factor affects the buying behavior of the customer.


5. Sales Promotion



Disagree 40 25.0 25.0 27.5

Neutral 35 21.9 21.9 49.4

Agree 51 31.9 31.9 81.2

Strongly Agree 30 18.8 18.8 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents agree that sales promotion effects their buying behavior (31.9%), followed by the group that disagree (25%) to this.


6. Emotional Attachment



Disagree 28 17.5 17.5 20.6

Neutral 59 36.9 36.9 57.5

Agree 46 28.8 28.8 86.2

Strongly Agree 22 13.8 13.8 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (36.9%), followed by the group that agree (28.8%) that emotional attachment affects the buying behavior of the customer.


7. Behavior of Salesperson



Disagree 34 21.2 21.2 25.6

Neutral 52 32.5 32.5 58.1

Agree 28 17.5 17.5 75.6

Strongly Agree 39 24.4 24.4 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (32.5%), followed by the group that strongly agree (24.4%) that behavior of sales person does affects the buying behavior of the customer.


8. Special Occasion



Disagree 16 10.0 10.0 13.1

Neutral 69 43.1 43.1 56.2

Agree 33 20.6 20.6 76.9

Strongly Agree 37 23.1 23.1 100.0

Total 160 100.0 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (43.1%), followed by the group that strongly agree (24.4%) that special occasion is the major factor in the buying behavior of the customer.


9. Organizing Events



Disagree 29 18.1 18.1 20.0

Neutral 57 35.6 35.6 55.6

Agree 50 31.2 31.2 86.9

Strongly Agree 21 13.1 13.1 100.0

Total 160 100.0 100.0

As shown in the above table, maximum respondents belongs to neutral category (35.6%), followed by the group that agree (31.2%) that event organization encourage customer impulse buying.

10. Product Popularity



Disagree 28 17.5 17.5 20.0

Neutral 58 36.2 36.2 56.2

Agree 37 23.1 23.1 79.4

Strongly Agree 33 20.6 20.6 100.0

Total 160 100.0 100.0

As shown in the above table, maximum respondents belongs to neutral category (36.2%), followed by the group that agree (23.1%).


11. Standard of Living



Disagree 22 13.8 13.8 15.6

Neutral 59 36.9 36.9 52.5

Agree 27 16.9 16.9 69.4

Strongly Agree 49 30.6 30.6 100.0

Total 160 100.0 100.0

As shown in the above table, maximum respondents belong to neutral category (36.9%), followed by the groups that strongly agree (30.6%).

12. Tradition



Disagree 7 4.4 4.4 6.9

Neutral 77 48.1 48.1 55.0

Agree 42 26.2 26.2 81.2

Strongly Agree 30 18.8 18.8 100.0

Total 160 100.0 100.0

As shown in the above table, maximum a respondent belongs to neutral category (48.1%), followed by the groups that agree (26.2%).


(A) Descriptive statistics:

Total Satisfaction for Impulse Buying

Mean N Std. Deviation

1. Gender

Male 52.01 109 4.364Female 47.51 51 3.630

2. Age

Below 20 47.41 22 5.51820-30 50.59 34 4.79330-40 50.93 43 3.83240 and above 51.46 61 4.342

3. Education

Undergraduate 46.63 30 4.390Graduate 49.33 69 3.799 Post Graduate 53.92 61 3.226

4. Income

Below 2 lakh 46.52 42 4.369

2 - 5 lakh 51.37 86 3.301

Above 5 lakh 53.75 32 4.558


(B) Inferential statistics

Part -1: One Way ANOVA of total satisfaction by Gender

Table -1 Test of Homogeneity of VariancesLevene Statistic df1 df2 Sig.

2.617 1 158 .108

Table -2 AnovaSum of Squares df Mean Square F Sig.

Between Groups 703.364 1 703.364 40.921 .000Within Groups 2715.736 158 17.188Total 3419.100 159

Table -3 Robust Tests of Equality of MeansStatistica df1 df2 Sig.

Welch 46.746 1 115.955 .000Brown-Forsythe 46.746 1 115.955 .000a. Asymptotically F distributed.

Analysis: Groups are of unequal sizes (from descriptive), we therefore directly

look at Welch and Brown-Forsythe test, and it shows significant value hence

satisfaction differs in gender group. Male is doing more impulse buying than

female (from descriptive).


Part -2: One Way Anova of total satisfaction by Age


1.784 3 156 .152

Table- 5 AnovaSum of Squares df Mean Square F Sig.





Table – 7 Post Hoc Tests Multiple ComparisonsTukey HSD

(I) age (J) ageMean

Difference (I-J)

Std. Error

Sig.

95% Confidence Interval

Lower Bound

Upper Bound

Below 2020-30 -3.179 1.435 .180 -7.15 .7930-40 -3.521 1.314 .067 -7.21 .16

Above 40 -4.050* 1.301 .024 -7.71 -.39

20-30Below 20 3.179 1.435 .180 -.79 7.15

30-40 -.342 1.009 1.000 -3.08 2.40Above 40 -.871 .992 .945 -3.57 1.83

30-40Below 20 3.521 1.314 .067 -.16 7.21

20-30 .342 1.009 1.000 -2.40 3.08Above 40 -.529 .807 .987 -2.70 1.64

40 and above

Below 20 4.050* 1.301 .024 .39 7.7120-30 .871 .992 .945 -1.83 3.5730-40 .529 .807 .987 -1.64 2.70

*. The mean difference is significant at the 0.05 level.

Analysis: Groups are of nearly equal sizes (from descriptive), Homogeneity of

variance shows ‘non-significant’ value, with anova table showing significant value,

hence Tukey Post Hoc test is requested. Below 20 age groups have significant

lower impulse buying behavior than 20-30, 30-40 & 40 and above age groups.


Part -3One Way ANOVA of total satisfaction by Income

Table 8 Test of Homogeneity of VariancesLevene Statistic df1 df2 Sig.

2.724 2 157 .069

Table 9 AnovaSum of Squares df Mean Square F Sig.


Table 10 Robust Tests of Equality of MeansStatistica df1 df2 Sig.

Welch 27.821 2 64.204 .000Brown-Forsythe 29.847 2 90.943 .000

a. Asymptotically F distributed.


Table 11 Post Hoc Tests Multiple Comparisons

(I) income

(J) incomeMean

Difference (I-J)

Std. Error

Sig.


Lower Bound

Upper Bound

Tamhane

Below 2 lakh

2-5 lakh -4.848* .762 .000 -6.72 -2.98above 5 lakh -7.226* 1.051 .000 -9.80 -4.65

2-5 lakh<2 lakh 4.848* .762 .000 2.98 6.72

above 5 lakh -2.378* .881 .029 -4.56 -.19

above 5 lakh

<2 lakh 7.226* 1.051 .000 4.65 9.802-5 lakh 2.378* .881 .029 .19 4.56


Analysis: Groups are of unequal size, we therefore directly look at Welch and

Brown-Forsythe test, and it shows significant value, hence Tamhane Post Hoc test

is requested. Income group Below 2 lakh has significant lower impulse buying

behavior than 2-5 lakh and above 5 lakh income group.


Part -4 One Way ANOVA of total satisfaction by Education


1.340 2 157 .265

Table – 13 AnovaSum of Squares Df Mean Square F Sig.





Table 15 Post Hoc Tests Multiple Comparisons

(I) education (J) educationMean

Difference (I-J)

Std. Error

Sig.


Lower Bound

Upper Bound

Tamhane

under graduate

graduate -2.700* .923 .016 -4.98 -.42post graduate -7.285* .902 .000 -9.52 -5.05

graduate under graduate 2.700* .923 .016 .42 4.98post graduate -4.585* .616 .000 -6.08 -3.09

post graduate under graduate 7.285* .902 .000 5.05 9.52graduate 4.585* .616 .000 3.09 6.08


Analysis: Groups are of unequal size, we therefore directly look at Welch and

Brown-Forsythe test, and it shows significant value, hence Tamhane Post Hoc test

is requested. Under Graduate education group has significant lower impulse buying

habits than graduate and post graduate education group.


Part -5 Anova One-Sample t Test

Table 16 One-Sample t TestTest Value = 3.16S. No

t dfSig.

2-tailed

Mean Differenc

e

95% Confidence Interval of the

DifferenceLower Upper

1. Price of Product 1.053 159 .294 .090 -.08 .262. Schemes -.655 159 .514 -.048 -.19 .103. Discount .435 159 .664 .034 -.12 .194. Advertisement 3.214 159 .002 .271 .10 .445. Sales Promotion 2.622 159 .010 .234 .06 .416. Organizing Events 2.517 159 .013 .196 .04 .357. Visual Merchandising .769 159 .443 .065 -.10 .238. Packaging 2.129 159 .035 .146 .01 .289. Emotional Attachment 2.048 159 .042 .165 .01 .3210. Behavior of Salesperson 2.153 159 .033 .202 .02 .3911. Product Popularity 3.035 159 .003 .259 .09 .4312. Changing trends 5.003 159 .000 .384 .23 .5413. Standard of Living 5.056 159 .000 .446 .27 .6214. Special Occasion 4.163 159 .000 .346 .18 .5115. Tradition 5.216 159 .000 .384 .24 .53

Analysis: Factors number 2 having negative significant value that is schemes must

be improved in order to increase the buying behavior of consumers.


INFERENCES, IMPLICATIONS AND SUGGESTIONS

The is a significant difference in the various age groups of the respondents for the perception of impulse buying behavior of the costumer in FMCG products of the shopping malls, handlooms and marts visited by the respondents.

There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the gender coming to shopping mall, handlooms and marts in the city of Jodhpur.

There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the age coming to shopping mall, handlooms and marts in the city of Jodhpur.

There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the education coming to shopping mall, handlooms and marts in the city of Jodhpur.

There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the income coming to shopping mall, handlooms and marts in the city of Jodhpur.

The study is a useful instrument for the FMCG sector to design the strategic inputs for the quality development of the service package. The industry can grow with the ethics of the providing better schemes for the hospitals


CONCLUSION

The results of this research study clearly indicate that there exits a weak

association between consumer lifestyle, fashion involvement and post-decision

stage of consumer’s purchasing behavior with the impulse buying behavior

including the attitudinal as well as behavioral aspects of the consumers buying

behavior. Pre-decision stage of consumer’s purchasing behavior established strong

association with the impulse buying behavior of the consumers.

So, it is established through this research that consumers purchasing products in

the area of Jodhpur plan their purchases, having shopping lifestyle related to

planned purchases and their post-decisions are also not guilty. The pre-decision

stage of the purchasing associate these buyers with unplanned or impulse buying

because these days stores are full of variety of products and a buyer can easily get

interested in purchasing a product which appeals him or her while shopping the

planned list of products and here pleasure principle comes into play.


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[23] Rook, D. W. and Gardner, M. P. (1993), “In the mood: impulse buying’s affectiveantecedents”, Research in Consumer Behavior, Vol. 6, pp. 1-26.[24] Seo, J., Hathcote, J. M. and Sweaney, A. L. (2001), “Causal-wear Shopping behavior of college men in Georgia, USA”, Journal of Fashion Marketing and Management, Vol.5 No.3, pp.208- 222.

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[28] William, J., and Dardis, R. (1972),”Shopping Behavior for Soft Goods and MarketingStrategies,” Journal of Retailing, 48(Fall), 32-41.

[29] Wikipedia, the free encyclopedia. (2007),”Definition of Impulse Buying,” Wikipedia homepage. Retrieved, May 17, 2007, from http://en.wikipedia.org/wiki/impulse_buying

[30] Youn, S. and Faber, R. J. (2000),”Impulse buying: its relation to personality traits and cues”,Advances in Consumer Research, Vol. 27, pp. 179-185.


http://en.wikipedia.org/wiki/impulse_buying

Documents

Consumer Behaviour and Impulsive Buying Behaviour