Is Impulse Buying a Consumer's Tendency in the State of Goa?

Every consumer ends up purchasing extra items which are never thought of purchasing before entering the store. Most of the time a consumer ends up buying unplanned items from the retail store. This unplanned buying behavior is termed as ‘Impulse buying.’ Impulse buying is an urge to have the product to fulfill short term desire. This urge of buying extra is mostly build up by the retailers by using various factors like promotional schemes, discounts, low pricing of products, product display, etc. The retailers use these factors in order to earn profit and increase their market share. In this research paper, an attempt has been made to study impulse buying behavior of consumers in Goa. The consumers were divided into urban consumers and semi-urban consumers. Fourteen factors are considered which activate the impulse purchasing behavior of consumers in Panjim (urban) and Sanquelim (semi-urban). Results reveal that the consumers of Goa (Panjim and Sanquelim) do influence by most of the factors of impulse buying. This is because impulse buying happens when one gets caught up in the hype of a situation and buys something without thinking much about it. Research findings suggest that emotions and feelings play a decisive role in purchasing.