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consumer behaviour on impulse buying

consumer behaviour on impulse buying



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Published by skv30june

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Published by: skv30june on Sep 13, 2008
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Title of the research paper:
Factors affecting impulse buying behavior in FMCG sector with special reference to big Bazzar and Vishal Megamart in Delhi/NCR region.There are many factors which affect Consumers Impulse Buying Behaviour in FMCG market butwe are only analysing marketer’s driven factors which are:
Price and discount
Advertising and sales promotion
Visual merchandising
Emotional attachment
Festival season
Key words:-
Impulse buying, Retail industries in India, FMCG sector 
This paper is an attempt to find the variables/factors that effects customer impulse buying behaviour in FMCG sector considering retail market in India. The impact of various impulse buying factors like sales and promotions, placement of products, window merchandising,effective price strategy etc on customer impulse buying behaviour has been analyzed.A hypothetical model has created in this paper which has been taken into consideration for our research work on impulse buying beahviour of the consumers. The study is based on the primarydata collected from Vishal Megamart and Big Bazzar from the area of DELHI and NCR regionswith the help of structured questionnaire on ricter scale. Data analysis has been done using SPSSsoftware. The statistical analysis method employed in this study is Factor Analysis.After the through analysis of the available data it has been found out that since income of individual is increasing and more and more people are moving towards western culture indressing sense, in eating etc so the purchasing power of the people has really gone up and thusthe 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.
Impulsive purchasing, generally defined as a consumer’s unplanned purchase which is animportant part of buyer behavior. It accounts for as much as 62% of supermarket sales and 80%of all sales in certain product categories. Though impulsive purchasing has attracted attention inconsumer research. Unfortunately, there is a dearth of research on group-level determinants.This research suggests that the presence of other persons in a purchasing situation is likely tohave a normative influence on the decision to make a purchase. The nature of this influence,however, depends on both perceptions of the normative expectations of the individuals who exertthe influence and the motivation to comply with these expectations. Peers and family members,are the two primary sources of social influence, often have different normative expectations.Thus, it has been evaluated two factors that are likely to affect the motivation to conform tosocial norms:a)The inherent susceptibility to social influence and b)The structure of the groupGroup cohesiveness
refers to the extent to which a group is attractive to its members. The theory proposed by Fishbein and Ajzen helps conceptualize these effects. This theory assumes that behavior is a multiplicative function of expectations for what others consider to be sociallydesirable and the motivation to comply with these expectations.
Company profile
In the present research paper, the study has been focused on Big Bazzar and Vishal Megamart toknow the impulse buying behaviour of the consumers. The brief profiles of two companies are asfollows:
Big Bazzar
Big bazaar is owned and operated by Future Bazaar India Ltd., a subsidiary of Pantaloon Retail(India) Limited. As part of India’s largest retail chain, it enjoys the benefits of buying in bulk for the entire group and keeps the margins low, so that customers get a great range of products atgreat prices. Pantaloon Retail (India) Limited led by Kishore Biyani is the country's largestretailer. It owns and operates multiple retail formats including Pantaloons, Big Bazaar, FoodBazaar, Central, E-Zone, Fashion Station, Depot and many others.
Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail Asia-Pacific Top500 magazine in 2006.Big Bazaar was awarded the CNBC-Awaaz Consumer Awards in 2006and the Readers' Digest Platinum Brand Award 2006. Further details on Pantaloon Retail areavailable onwww.pantaloon.com
Vishal Megamart
Vishal Megamart is India’s first hyper market which is having 126 showrooms in 83 cities / 20states. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your householdneeds, and can be catered to under one roof. It is covering about 2059292 lac sq. ft. in 18 statesacross India.Each store gives you international quality goods and prices hard to match. The group had aturnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. RamChandra Aggarwal. The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs.6026.53 million for fiscal 2007. The Vishal stores offer affordable family fashion at prices to suitevery pocket.
Research methodology
The research methodology was divided into two stages which involve two sources for collecting the data in order to achieve the objective of project.1.Collecting data regarding the potential customers from the existing outlets of BigBazzar & Vishal Megamart2.Collecting the primary data directly with the customer with the help of thequestionnaire
(Refer Annexure-1).
 The research methodology was divided into two stages which involve two sources for collectingthe data in order to achieve the objective of project.We have taken into consideration a
hypothetical consumer impulse buying behaviour model(Refer Fig 4)
which has been mentioned in conclusion and findings part.
Research design

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Arshia Sh added this note
Hi.I would like to cite this questionnaire,could u tell me who is the author?
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help me please. i wanna scoring impulsive buying questionnare my Email: mostafa.farahzad@yahoo.com
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