Journal of Management Research and Analysis

Print ISSN: 2394-2762

Online ISSN: 2394-2770

CODEN : JMRABX

Journal of Management Research and Analysis (JMRA) open access, peer-reviewed quarterly journal publishing since 2014 and is published under auspices of the Innovative Education and Scientific Research Foundation (IESRF), aim to uplift researchers, scholars, academicians, and professionals in all academic and scientific disciplines. IESRF is dedicated to the transfer of technology and research by publishing scientific journals, research content, providing professional’s membership, and conducting conferences, seminars, and award programs. With more...

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169-172


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Gyan Prakash, Shakti Prakash, Apurva Shrivastava


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DEMOGRAPHICS AND DETERMINANTS OF IMPULSE BUYING BEHAVIOUR: A COMPARATIVE ANALYSIS OF MALE AND FEMALE CUSTOMERS


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Author Details : Gyan Prakash, Shakti Prakash, Apurva Shrivastava

Volume : 2, Issue : 2, Year : 2015

Article Page : 169-172


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Abstract

Impulse buying is a sudden and immediate purchase with no pre shopping intentions either to buy the specific product category or to fulfill a specific buying task. It is an unplanned purchase characterized by relatively rapid decision making and a subjective bias in favour of immediate possession. Usually retailers want to ensure that their stores must be so appealing that customer must attract to their stores and pay appropriate price for the eye catching merchandise. An Endeavour has been made in this paper to find out the probability of impulse buying behavior conditional upon demographic factors and to develop an appropriate marketing strategy.

The outcomes of the study reflect that the customers’ demographic characteristics have significant influence on impulse buying behavior. It has been found high among youngsters (both unmarried males and females) who have no responsibility in raising families.
JEL: M 31

Key words: Demographics, Impulse buying, Merchandise, Income, Mall


How to cite : Prakash G, Prakash S, Shrivastava A, DEMOGRAPHICS AND DETERMINANTS OF IMPULSE BUYING BEHAVIOUR: A COMPARATIVE ANALYSIS OF MALE AND FEMALE CUSTOMERS. J Manag Res Anal 2015;2(2):169-172

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