A Study of the Stimuli Influencing Impulse Buying Behavior of Fruit Drinks

Impulse buying is one of the widespread and epidemic phenomena of the lifestyle which has been the focal point of several researches and theories. Impulse buying describes any purchase which a shopper makes through it was not planned in advance. This paper is a first attempt to find out the factors that affect consumer impulse buying behavior for fruit drinks in Coimbatore. The impact of various variables like promotional activities, In-store display of product, influence of accompanying partner, product characteristics, store environment, time availability and money availability on consumer impulse buying behaviour for fruit drinks has been analyzed. The study is based on the primary data collected with the help of structured questionnaire. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis. After the analysis, it is found that since income of individual is increasing and more and more people are moving towards western culture, the purchasing power of the people has really gone up. Thus the impulse buying for fruit drinks is on a great rise mainly due to product characteristics, external stimuli, internal stimuli, situational factors and promotional activities. This study provides insights to retailers that can influence consumers ’impulse buying behaviors.