FACTORS AFFECTING IMPULSE BUYING BEHAVIOR

Abstract

Purpose: this study was carried out to analyze the factors which affect impulse buying behavior of the consumer. This will help marketers understand the most influencing factors which impact impulse buying behavior and then they could use the information to boast their sales. This will also help students to understand the basic consumer behavior and also what triggers impulsive buying behavior. The dependent variable for the study was impulse buying behavior and independent were age, gender, income, store, salesperson, recent advertisement, cost, promotional scheme, other people in store and peer pressure. Methodology & Design: This is a quantitative research, 356 respondents were surveyed and asked several questions through questionnaire to gather the required data for analyze. Survey was conduct on social media platforms by circulation the online form. Sampling technique used was convenience sampling. Findings: The results ofthis research conclude that factors gender, store, salesperson, recent advertisement, cost, promotional scheme, other people in store and peer pressure affect impulse conclude that the most influential factors as store buying behavior positively. We can environment, sales persons attitude and peer pressure. The results also show negative relationship of age with impulse buying behavior and income has no significant affect on impulse buying behavior. Limitations: This study was only carried out in Karachi, Pakistan. This could not be implemented to other geographical locations. The sample size was small. Responses were individual basis chances of biasness can be considered. given by respondents on Recommendations: If marketer is looking to boast his product sale through impulse buying they need to study these factors and their impacts to work on it properly gender, store, salesperson, recent advertisement, cost, promotional scheme, and other people in store and peer pressure. They should work on the environment oftheir store and educate their sales force because those are the two element causing most impact on impulse buying behavior