Influence of cross culture on consumer impulsive buying behavior special reference to Navi-Mumbai and Kolhapur

This paper is an attempt to find the variables/factors that affect customer impulsive buying behavior in FMCG sector.The impact of various impulsive buying factors like sales and promotions, effective pricing strategies, visual merchandising etc on different culture.in this study the place of study is Navi-Mumbai and Kolhapur The study is based on the primary data collected from the areas of Navi-Mumbai and Kolhapur with the help of structured questionnaire. The number of respondents in this study is 200. The findings indicated that there is a significant difference between Navi-Mumbai and Kolhapur consumers in terms of impact of various variable in influencing their impulse purchasing. The findings also recommend that managers in malls should be concerned with the cultural dynamics of consumers as part of their going re-segmentation, communication and promotion strategies within their overall marketing strategies.