Impact of Demographic Variables on Impulse Buying: Moderating Role of Consumer Emotions

This research paper explores the impact of demographic variables (Gender, Age, Marital Status and Income) on impulse buying behavior of consumers and role of consumer emotions as a moderating factor. The research is based on a structured questionnaire based on 396 respondents from the urban areas of Punjab, Haryana and Chandigarh. The research design in the present study is Descriptive as well as Empirical in order to validate the theoretical framework. Data has been analyzed through SPSS. Results showed that the above four demographic factors have significant impact on impulse buying behavior of consumers. Further, the consumer emotions (factors) have been extracted with the help of factor analysis and their role as a moderator has been studied. The research discussed the implications of research findings and provide managerial implications which would help the marketers to devise their marketing strategies.