A Study on Impulse Buying Behaviour of Consumers

Abstract

Impulse buying has emerged as a significant phenomenon in modern consumer behaviour, especially in the context of organized retailing. This study aims to analyse the factors influencing impulse buying behaviour among consumers in Ernakulam district. The research adopts a descriptive and analytical design using primary data collected from 63 respondents through structured questionnaires. Statistical tools such as percentage analysis, mean, and chi-square tests were employed. The findings indicate that impulse buying is highly prevalent, with factors such as price, promotional offers, product display, mood, and availability of money significantly influencing behaviour. The study provides valuable insights for marketers to design strategies that stimulate consumer purchases while also contributing to academic literature.