A Study on Factors Affecting Impulse Buying Behavior of Consumers Towards Consumer Durable Goods in Organized Retail Outlets at Satna City

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Siddiquie Hashmi Kausar; Dr. Sankalp Shukla

A Study on Factors Affecting Impulse Buying Behavior of Consumers Towards Consumer Durable Goods in Organized Retail Outlets at Satna City

Authors: Siddiquie Hashmi Kausar, Dr. Sankalp Shukla

Unique Paper ID: 183085
Volume: 12
Issue: 3
PageNo: 91-97

Keywords: No Keywords Found

Abstract:
Impulse buying behavior has increasingly become a focal point of consumer research, particularly in the context of evolving retail formats and rising consumerism. This study investigates the key psychological, situational, and demographic factors influencing impulse buying behavior toward consumer durable goods in organised retail outlets in Satna city, Madhya Pradesh. While impulse buying has traditionally been associated with low-cost, fast-moving consumer goods, recent trends show a growing incidence of unplanned purchases even in the high-involvement category of durables, such as televisions, refrigerators, and washing machines. The research adopts a descriptive and analytical design and utilizes a structured questionnaire to collect primary data from 100 consumers visiting organised retail stores like Croma, Reliance Digital, and other branded showrooms in Satna. The study explores the influence of internal psychological traits (impulse buying tendency, materialism, shopping enjoyment), external stimuli (store layout, promotions, salesperson behavior), and demographic moderators (age, gender, income, and education) on impulse buying.

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ISSN: 2349-6002
Volume: 12
Issue: 3
PageNo: 91-97

A Study on Factors Affecting Impulse Buying Behavior of Consumers Towards Consumer Durable Goods in Organized Retail Outlets at Satna City

Available:https://ijirt.org/article?manuscript=183085

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