PROFILING IMPULSE BUYING BEHAVIOR ON THE BASIS OF CONSUMER PSYCHOGRAPHICS

Abstract

Purpose: Impulsive buying when put in simpler words can be defined as an unintended decision to purchase a particular good or service. When a consumer takes such type of buying decisions at the spur of the moment is known as an impulsive buyer. According to prior research, it was found that impulsive buying is not necessarily buying of necessary products, there are times when the consumer purchase the products that are not necessary or required in their lives. Impulsive buying cannot be classified for single product category. The behavior can be seen in products such as grocery items, fashion related items, electronics and in expensive items such as vehicles, jewelry etc. It intersperse the usual decision making process in customers' minds. The irrational moment of self-satisfaction takes place during that very moment when the consumer is about to make a decision. The behavior is that significant because it is more irresistible than planned purchasing. The buying behavior of every consumer is different from one another and is almost driven by individual and psychographic characteristics. Many marketers tap this behavior of customers to boost their sales. This paper attempts to determine the effects of psychographics i.e. lifestyle and demographic factors i.e. (gender, age, education, occupation and marital status) on impulsive buying behavior of consumers.

 Design/methodology/approach: A primary research is carried out among people who shop in Delhi NCR. A sample size of 104 was taken and surveyed using a structured questionnaire to understand the psychographics and demographics and their relationship with impulse buying. ANOVA analysis and one sample t-test is performed to study the variance of respondents. Collected data is tabulated, coded and analyzed through SPSS tools.  Findings: The findings suggest that the majority of consumers going to supermarket buys impulsively. It was observed that whenever the respondents go to the market most of them do not plan ahead. Instead, they scan through the aisles and buy whatever they think might be needing. Most of the respondents make purchases impulsively like personal case or

grocery, etc. other than that for the products like electronics and kitchenware the respondents usually take time before making a purchase. After analyzing all the factors it was observed that the category of the products has a significant role in impulsive buying behavior. Similarly, the financial independence also influence the impulsive buying behavior of the respondents. Apart from that, other factors that triggers impulsive buying are availability of cash, mood of consumer, POS terminal/ATM facility, price, store layout, availability of time, product promotion, store environment and reference group. The results indicate that demographic factors positively influence impulse buying behavior. In addition, this study discloses that musical appeal, sexual appeal, fear appeal, and humor appeal influences consumer impulse buyers.

 Practical implications: This study proposed that marketers at hypermarkets and retail stores can develop effective marketing programs and strategies that will attract consumers for an impulsive behavior.