Abstract:
Purpose The purpose of this paper is to highlight and explain how the use of different variables (five variables discussed in this thesis report) is impacting the customers buying behaviour. Aim is to explore whether the five variables we have selected helps enough the business world to derive the customer in buying impulsively and how these variables affect the overall impulsivity in buying. Design/methodology/approach This is a descriptive and empirical study employing the correlation and regression analysis. A survey was done in order to gather data. Findings The placement of products does trigger the buy if they are made easily accessible and placed properly. If the product is appealing to the customer i.e. it may be the packaging or the practicality mentioned on the packaging makes customer interested in the product and usually lays the conversion. In order to feel good or aptly satisfied, most of the people when see discounts usually buy more then what they intended. People agreed that shopping environment does effect the buying pattern of the shoppers. A good shopping environment does increase the probability of buying especially impulse buying. The respondents were agreeing to the fact that the shopping marts and store must have relaxed and feel good environment. The result shows the priority of the public. So rendering that a good environment makes people feel good and thus increases the aspect and tendency to impulse buy. So as a whole impulse buy is part of the buying pattern of people and can be incentivized by making small changes in the way of products facilitation and store environment to make people buy more. Research limitations/implications On the basis of this study business, shopping marts and brands can actually target their customers using these variables with the right features to drive impulse buying. They can also work on the way of doing business in order to make customer satisfied and gaining loyalty. Originality/value The study advances in the knowledge of impulse buying and is beneficial to the professionals of marketing and business individuals.
