A study on impulse purchase behaviour of customers with reference to Globus in Bilaspur City (C.G.)

The Indian retailing industry, which was traditionally dominated by small and family-run stores, has come of age. Now the retail sector is the second largest employer after agriculture in the country and also the second largest untapped market after China. In my study on Impulse purchase behavior of customers with reference to Globus I have tried to study the behavior of customers towards Globus apparel retail store towards impulse purchase at 36 Mall, Bilaspur. “Impulse buying has been considered a pervasive and distinctive phenomenon in the American lifestyle and has been receiving increasing attention from consumer researchers and theorists (Youn& Faber, 2000, p.179)”. An Impulse purchase or impulse buy is an unplanned decision to buy a product or service, made just before a purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. Impulse buying is defined as “any purchase which a shopper makes but has not planned in advance”. But recently the researchers have extended the definition and included emotional element to this definition. And redefine it as "when a consumer experiences a sudden, often powerful urge to buy something immediately “(Rook 1987, Jalees 2008).

There are four factors of impulse: greed, urgency, fear of loss, and indifference. They can be remembered as GUFI (goofy) which is somewhat ironic because it is goofy not to use them.

As a researcher in my studyI have used descriptive research. However empirical references, observations & informants are also used. The efforts of this study have been aimed to check the satisfaction of customers for analyzing their Impulse purchase behavior towards Globus Retail Division, and for further improvement by more advertising to capture more market share.