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| Format: | Recurso digital |
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Zenodo
2015
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| Online Access: | https://doi.org/10.5281/zenodo.14727988 |
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Table of Contents:
- <p><strong>Abstract</strong></p> <p>Impulse buying is a sudden and immediate purchase with no pre-shopping intentions either to buy the specific product category or to fulfill a specific buying task. It is an unplanned purchase characterized by relatively rapid decision-making and a subjective bias favoring immediate possession. Usually, retailers want to ensure that their stores are so appealing that customers are attracted to their stores and pay appropriate prices for the eye-catching merchandise. An Endeavour has been made in this paper to determine the probability of impulse buying behavior conditional upon demographic factors and to develop an appropriate marketing strategy. The study outcomes reflect that the customers’ demographic characteristics significantly influence impulse buying behavior. It has been found high among youngsters (both unmarried males and females) who have no responsibility in raising families.</p> <p><strong>Keywords</strong></p> <p>Demographics, Impulse buying, Merchandise, Income, Mall.</p>