FACTOR AFFECTING IMPULSE PURCHASING BEHAVIOUR OF CUSTOMER IN FMCG

Dr. Hiren Harsora; Gourav Patidar; Vishal Yadav

FACTOR AFFECTING IMPULSE PURCHASING BEHAVIOUR OF CUSTOMER IN FMCG

Authors: Dr. Hiren Harsora, Gourav Patidar, Vishal Yadav

Unique Paper ID: 163183
Volume: 10
Issue: 11
PageNo: 789-796

Keywords: No Keywords Found

Abstract:
This paper is an attempt to find out the factor(s) influencing the buying behavior of customers in the FMCG sector keeping in view the retail market in India. The impact of various impulse buying factors like sales and promotion, placement of products, window merchandising, effective pricing strategy etc. on the impulse buying behavior of the customer has been analysed. A hypothetical model is built in this paper, which is taken into account for our research work on impulse buying behavior of consumers. The study is based on primary data collected from shopping malls, handlooms and marts with the help of structured questionnaire on similar scale. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is factor analysis. After analyzing the available data it is found that as the income of the individual is increasing and more and more people are moving towards western culture in dress, food etc., the purchasing power of the people has actually increased. up and thus the impulse buying of the commodities is on a great increment mainly due to pricing strategies of retail players and full of festivals throughout the year

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Cite This Article

ISSN: 2349-6002
Volume: 10
Issue: 11
PageNo: 789-796

FACTOR AFFECTING IMPULSE PURCHASING BEHAVIOUR OF CUSTOMER IN FMCG

Available:https://ijirt.org/Article?manuscript=163183

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UGC Approved
Journal no 47859

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