Abstract:
The topic of my research is Impulse buying behavior which means unplanned/unintentional buying or making purchasing of manufactured goods, we can also explain it in other way that impulse buying is the spontaneous purchases a person made which is not already planned or in his mind, like it is not something which is in your mind and you specially go market for that product it’s a kind of a buying in which you see a product and that really become irresistible for you and you make a purchase. Like if a person go to the market for normal routine shopping with a planned list and in the market he see a product which attracts him in many ways and he feel that he need or want this product and make a purchase out of the planned list is Impulse buying behavior or Unplanned buying. Furthermore, I have discovered some factors which trigger the customer’s impulse buying,Researcher have discussed them in a detail that what are the actual reasons and factors which make and triggers a person’s impulse buying. So there are many factors but the main four factors researcher have chosen for my study are Advertisement & Promotion, Visual merchandising, Income effect and Companion Influence. In this study researcher have discussed many other factors which affects impulse buying behavior of a person, like researcher have discussed some internal factors which are In-house factors disturbing impulsive buying, Depends on the frame of mind of the human being, optimistic mood triggers impulsive buying, Impulsive buying is more a necessity than a desire, Possible leisure and touching significance of shopping, Cognitive/sentimental Impulsive buying. And also some external factors like Windows display, illustration merchandising, inside store display, Promotional signage, Positive Word of mouth, Online/ Internet. In the end of my research on the basis of my learning’s have tried to provide some constructive and reasonable recommendations which according to me were not covered properly till now, There are still some loopholes which are needed to be covered, researcher have discussed them and tried to provide a platform for it.
