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 impulse buying is an unplanned decision to

buy a product or service, made just before a

 Research findings suggest that emotions and
feeling play a decisive role in purchasing.
 Eg- candy, gum, mints and chocolate are
prominently displayed at the checkout aisles to
trigger impulse buyers.
1. Pure impulse buying
You make a true novelty purchase, or escape purchase,
that’s very different from your typical purchasing
2. Reminder impulse buying
You see an item or remember something that reminds
you that you need an item.
3. Suggestion impulse buying
You see a product for the first time and imagine a need
for it.
4. Planned impulse buying
You make a purchase based on price specials, coupons,
 Unplanned and spontaneous in nature.
 Without much prior knowledge of the product
or intension to buy.
 Consumer often regret their purchase after
 A kind of emotional and irrational purchase for
reason like fun fantasy etc.
1. Internal factors
1.mood of individual positive mood triggers
impulsive buying.
2.impulse buying is more a need than a want.
3.potential entertainment and emotional worth
of shopping.
2. External factors
 Store environment

 Window Displays

 Visual Merchandising

 Income level

 Credit Card

 In-Store Displays
 80% of all impulse purchase are made because
an item is on sale.
 Consumer think it is the best time to buy the
 Have extra money in pocket.
 Impulse shoppers normally buy because they
feel angry, stressed, guilty or bored.
1. It makes you feel good .
2. You may get a product first before it's out or
the price goes up.
3. Get more in same price.
1. Going into debt

2. Not getting the best deals, discounts.

3. Not better quality
4. Does not have perfect knowledge of product.
 Understand want & need.
 Prepare shopping budgets
 Avoid store department where you loose
 Take less cash in your wallet.
 Leave credit card at home.
 Don’t be emotional while buying.
 Table shows the distribution of respondents on
the basis of gender. Men constitute 77 percent
of the total sample size of the survey
Table shows the distribution of the respondents on the basis
of Monthly income. It was found that majority of the
respondents (35percent) belonged to the income group of
below 20k-30k followed by 23 percent in10-20k income group
and 22 percent less than 10 k and 12% belong to 30k-40k and
only 8% has income of more than 40k respectively
Table shows the distribution of respondents on the basis of
education. It was found that:-
the majority the respondents (39 percent ) belonged to the
category of student followed by 27percent in the self-
employed category, 20 percent in the House wife category and
14percent belongs to retired person.
Table shows the distribution of respondents on the basis of
their Education. It was found that the majority of the
respondents (31 percent) belonged to the category of 12th
followed by 23 percent belongs to 10th , 20 percent in
graduate and 9% Doctorate categories respectively
According to survey 38% respondent are carrying the
shopping list and 21% respond that they carry sometime
and 19% people are not carrying the shopping list 13 are
not carrying always they carry rarely the list .
This is very important question 46% people respond that they
visit weekly on Sunday for shopping and 31 % respond that
they visit monthly after they got salary and 22% almost student
respond that they visit more than ones a week for market for
shopping or visit and 1% visit only on occasionally
With highest 43% respond that they buy they product if they get free
product they do impulse buying by seeing this free product , 22%
respond that they rarely go for this type of offer 16% answer they get
attracted some time by1 get 1 free 8% respond that they never buy a
product if they get a product free.
According to survey 30% people buy FOOD AND GROCERY item more in
impulse buying and 25% people that is almost female response that they buy
beauty and cosmetics product more without any planning 17% answer they
buy the apparels if they get attracted and having in its budget so they go for it
and 15 % answer they mostly buy the home/kitchen appliance on impulse
buying and remaining 13% answer they mostly buy electronic good from mall
on impulse buying or unplanned manner.
This is very important question as per impulse buying with highest 37%
people answer that they do impulse buying when they see special sale price
offer by the seller 33% respond that they buy unlisted thing when they get
good price on sale and remaining 15% respond they go for it on offer or
seasonal promotion and when they get free shipping .
To buy anything we required money which is source of exchange so
30% responded reply that money always affect the impulse buying
and 28 % respond that sometime it affect the shortage of money on
impulse buying and 21 % people say that money never affect the
impulse buying behavior and remaining 9% respond that they rarely
get affected due to having no money for purchase of unlisted things.
According to survey most of them with 46% respond that they does not carry
budget for impulse purchase 32% people respond that they rarely carry the
budget if they get something at lower price they will go for it 20% people
always carry budget for unplanned purchase product if they like they buy
and remaining 2% say they carry some time .
With highest 47% respond they are price conscious they choose
low price good for unplanned item 28% respond price does not
matter if they like the product 18% say sometime price matter
and choose lower price and remaining 7% respondent reply
that rarely they choose lower price product for unplanned
 Highest no of respondent answer is neutral with 35% it
means many people say its doesn’t matter past
experience. And 30 % of the respondent reply yes its
motivate to buy with past experience and 15% say
sometime 12% respond rarely and 8% says never its
never motivate on past used of that product.
1. Promotional schemes play the highest role in impulse
buying of the customers.
2. internet and advertisement play the highest role in
impulse buying of the customer.
3. 30% people goes for earlier experience of the product.
4. people goes for impulse buying if they get some item free.
5. Available of money in pocket make impulse buying.
6. The most significant factor which contributes in making
impulse purchase is Sales person’s overall behavior with
the customer.
1. Scope of study is confined to organized retail
sector of Ahmedabad so it is difficult to find
conclusions about the whole population
2. Respondent may not deliberately report their
true perceptions.
3. Sample size is of the study is very small, so the
results cannot be applied to whole Population .
4. Time taking and costly.
5. You often buy things you don’t need.