A study on impulsive buying in selected categories of products

This research paper aims to study the impulsive buying in different product categories available at modern retail stores and the feelings of the respondents post impulsive purchase. The behaviour of consumers is often driven by impulse which leads to random and quick decision without thought to the consequences. Impulsive buying is very close to unplanned buying or random buying decision where the thought given to post purchase scenario is least cared for. Sixteen different product categories have been identified and impulsiveness displayed by respondents is studied. The study in conducted in selected town of Uttrakhand-India where modern retail stores and have come up in the recent past. As impulsive purchase is made spontaneously in an unplanned scenario, it is important to study the feeling of the respondent after buying impulsively and the influence of gender and marital status. The study is conducted on a sample of 309 respondents and simple statistical tools are adopted for analysis.