A Study on the Effect of e- Store Environment and Advertisement on Impulse Buying Behaviour on Consumers at Various Organised Retail Stores in Chittoor and Tirupati Cities of Andhrapradesh, India

In modern days shopping patterns of consumer is characterized by vast changes due to increase in earning and spending patterns of consumers. While shopping the consumers was purchasing the products which are not in their list i.e impulse buying. The main aim of this paper was to study the effect of store environment and advertisement on impulse purchases of consumers across various retail stores of Chittoor and Tirupati cities, Andhra pradesh, India. The data for conducting the study is directly gathered from (n=120) customers using structured open ended questionnaires from retail customers at various retail stores i.e Reliance and More stores in Tirupati and chittoor cities. The data analysis has been done using chi -square tool of statistics analysis. The results of this study states that store environment has more positive impact on impulse buying behavior than advertisements.