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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 but we are only analysing marketer’s driven factors which are: • • • • • • • Price and discount Advertising and sales promotion Visual merchandising Emotional attachment Company Income Festival season

Key words:Impulse buying, Retail industries in India, FMCG sector

Abstract
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 primary data collected from Vishal Megamart and Big Bazzar from the area of DELHI and NCR regions with the help of structured questionnaire on ricter scale. Data analysis has been done using SPSS software. 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 in dressing sense, in eating etc so the purchasing power of the people has really gone 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.

Introduction
Impulsive purchasing, generally defined as a consumer’s unplanned purchase which is an important 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 in consumer 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 to have 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 exert the 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 to social norms: a) The inherent susceptibility to social influence and b) The structure of the group Group 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 socially desirable 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 to know the impulse buying behaviour of the consumers. The brief profiles of two companies are as follows: 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 at great prices. Pantaloon Retail (India) Limited led by Kishore Biyani is the country's largest retailer. It owns and operates multiple retail formats including Pantaloons, Big Bazaar, Food Bazaar, 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 Top 500 magazine in 2006.Big Bazaar was awarded the CNBC-Awaaz Consumer Awards in 2006 and the Readers' Digest Platinum Brand Award 2006. Further details on Pantaloon Retail are available on www.pantaloon.com Vishal Megamart Vishal Megamart is India’s first hyper market which is having 126 showrooms in 83 cities / 20 states. 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 household needs, and can be catered to under one roof. It is covering about 2059292 lac sq. ft. in 18 states across India. Each store gives you international quality goods and prices hard to match. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra 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 suit every 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 Big Bazzar & Vishal Megamart 2. Collecting the primary data directly with the customer with the help of the questionnaire (Refer Annexure-1). The research methodology was divided into two stages which involve two sources for collecting the 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
In this project multi stage sampling is used because the total population was too large and due to time constraint it was not practically possible to make a list of entire population .At first stage

I have divided sample area wise and then further divided it into income status so that I can get correct and related information.

Sample design
• • • • • Sampling Unit: Vishal Megamart And Big Bazzar Customers Sampling Size: 100 potential customers Sampling technique: multistage sampling Sampling area: Delhi and NCR regions Contact Method: Personal Contacts.

Literature review
There was a study conducted by “Sales & Customer Service Department” of “Texas Agricultural Extension Service Texas A&M University System College Station, Texas”. According to this study the researchers find the tips to increase the impulsive sales of the flowers. The findings of the study were: Tips for Boosting Impulse Sales: Creating variety in the department with frequent changes of display and movement of regularly sold merchandise also entices customers. Recognizing items that typically make a minimal contribution to sales and replacing them with items that create "sales appeal" increases the likelihood of impulse sales. Displays that tie in with a national slogan or storewide theme generate interest, as do displays that highlight special products and services. • • • • • • • Tip 1: use color to create original, eye-catching displays. Tip 2: use themes to create interest in unusual products and renew interest in everyday items. Tip 3: keep undecorated plants available to attract consumers who are buying for themselves. Tip 4: create displays that emphasize special products or services. Tip 5: change stock and displays often so consumers are drawn into the department each week. Tip 6: be flexible enough to change an item or arrangement that isn¹t selling. Tip 7: have a person on hand to provide information and assistance at all times.

• • •

Tip 8: create a friendly, comfortable atmosphere with accessible displays that encourage browsing. Tip 9: offer only quality plants and floral arrangements. Tip 10: situate the department so that customers know where it is and can see it from most areas of the store.

Data analysis Demographic profile of respondents
Descriptive profile of respondents (n=100)

Gender
Fig 1 Demographic data for genders

The above graph inferences that most of the time male genders are the one who goes for impulse buying decision.i.e. 88% are male respondents in our research while female comprises of only 12% of the toatal respondents. Age Fig .2. Demographic data considering different age groups

From the graph its easily visible that the age group 18-25 are the one who go maximum times for impulse buying since this is the age group when they are most active having some power of purchasing too.

Occupation
Fig. 3. Demographic data considering their occupations

From the graph its clear that most of the impulse buying is being done by students which compromises of 51% of total 100 respondents 23% is for the services providing people and 20 % to the business oriented person and at last only 6% comprises of house wife’s.

Factor Analysis for factors affecting impulse buying decision of consumers
To continue towards the main analysis, factor analysis has been performed to identify the key dimensions affecting purchase of FMCG products provided at these retail stores. The respondent ratings were subject to principal axis factoring with varimax rotation to reduce potential multicollinearity among the items and to improve reliability on the data (Refer Table 6: Rotated Factor Matrix). Varimax rotation (with Kaiser Normalization was converged in twenty six iterations. Twenty Six items were reduced to seven orthogonal factor dimensions which explained 72.357% of the overall variance (Refer Table 4) indicating that the variance of original values was well captured by these seven factors. The seven factors and their components is given in table 7. (Refer Table 7) Reliability of Data (KMO and Bartlett's Test) Analysis done with the help of statistical software SPSS
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .605 1318.916 325 .000

Kaiser-Meyer-Olkin [Index for comparing the magnitudes of the observed co-relation coefficient to the magnitude of the partial correlation coefficients] From the above table, we can interpret that there is no error in 60.5% of the sample and in the remaining 39.5%, there may occur some sort of error. Bartlett’s Test of Sphericity Strength of relationship among variables is strong. It presents good idea to proceed to factor analysis for the data. Ho: There is significant indifference of all the factors affecting impulse buying decision H1: There is significant difference of all the factors affecting impulse buying decision

The observe significance level is 0.0000 which is less than .05, which is small enough to reject the hypothesis. It means there is a significant difference between the factors affecting impulse buying decisions. Communality”- Common Factor Variance Communality of each statement refers to the variance being shared or common by other statements. With reference to the first statement, the extraction is .639 which indicates that 63.9% of the variance is being shared or common to other statements. (Refer Table 2.) “Eigen Value”: Indicates the amount of variance in the original variables accounted or by each component. The total initial variance in the new components will be 26. Table 2: Communalities

Common Factor variance Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .639 .803 .647 .808 .752 .616 .823 .843 .647 .705 .841 .596 .748 .793 .709 .594 .788 .683 .760 .652 .724 .763 .574 .754 .780 .770

Attractive price of product affects my impulse buying behavior Discount offers regarding product attracts me Various schemes like (buy 1 get 1 free) affects my buying behavior positively. Availability of discounted products motivates me to buy. Advertisement of product in print and visual media attracts me to buy Various promotional activities regarding product motivates to buy the products Hording and pamphlets of product help me in impulse buying. Any event organized by organization affects my buying behavior. Display of product in store attracts my attention. Packaging of product attracts me to by the products. Placing of product in store gains my attention towards it. Compatibility of another product with the product you are buying Emotional attachment with product is a motivational factor to buy product Behavior of sales person affects my buying behavior. Popularity of product increases recall value and helps in impulse buying. Changing trend in society is a major factor in impulse buying The person with whom you are going for shopping influences buying behavior. Comments of reference group influence my buying behavior. Kind of product which i am buying Your income status affects my impulse buying behavior. Standard of living has a role to play in buying products. Your perception about saving and investment Special occasion motivate me to buy. Requirement of product in festival season prompts me to buy. Traditions and customs triggers my purchase decision Various festival discounts on product induces purchase of product.

Table 3: Total Variance Explained
Comp Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared

onent Total 7.971 3.324 1.961 1.710 1.442 1.276 1.129 .914 .853 .807 .743 .606 .519 .465 .384 .349 .286 .267 .222 .191 .172 .139 .105 .077 .061 .028 % of Variance 30.658 12.786 7.541 6.575 5.547 4.908 4.341 3.514 3.282 3.103 2.857 2.332 1.998 1.787 1.476 1.342 1.101 1.028 .855 .734 .660 .533 .404 .294 .233 .109 Cumulati ve % 30.658 43.445 50.986 57.561 63.108 68.016 72.357 75.871 79.154 82.257 85.115 87.447 89.445 91.231 92.707 94.049 95.149 96.177 97.032 97.766 98.426 98.959 99.364 99.658 99.891 100.000 Total 7.971 3.324 1.961 1.710 1.442 1.276 1.129

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

Loadings % of Varianc Cumulativ e e% 30.658 30.658 12.786 7.541 6.575 5.547 4.908 4.341 43.445 50.986 57.561 63.108 68.016 72.357

Loadings Total 4.735 3.308 3.108 2.620 1.734 1.654 1.652 % of Variance 18.213 12.724 11.955 10.079 6.670 6.363 6.353 Cumulative % 18.213 30.937 42.892 52.971 59.641 66.004 72.357

Table 4: Distribution in different components Cumulative Frequency 18.213% 30.937% 42.892%

Component 1 Component 2 Component 3

Explain a variance of 4.735, which is 18.213 % of the total variance of 26 Explain a variance of 3.308, which is 12.724 % of the total variance of 26 Explain a variance of 3.108, which is 11.955% of the total variance of 26

Component 4 Component 5 Component 6 Component 7

Explain a variance of 2.620, which is 10.079 % of the total variance of 26 Explain a variance of 1.734, which is 6.670 % of the total variance of 26 Explain a variance of 1.654, which is 6.363 % of the total variance of 26 Explain a variance of 1.652, which is 6.353 % of the total variance of 26 Fig 4. Screen plot for the Factor Analysis
Scree Plot

52.971% 59.641% 66.004% 72.357%

8

6

Eigenvalue

4

2

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

Component Number

With the help of Table 3 and 4, we can interpret that 26 statements are now reduced to 7 components contributing 72.357% of the total variance. With the help of Fig4. Screen plot, we can just visualize that 7 factors are reduced with Eigen value greater than 1.0000 Table 5. Component Matrix: This table reports the factor loadings for each variable on the unrotated components or factors.
Component v1 v2 v3 1 .689 -.027 -.045 2 .214 .046 .487 3 -.064 .744 .167 4 -.062 .373 .179 5 -.220 .116 .422 6 -.091 .061 -.010 7 .231 .301 -.412

v4 v5 v6 v7 v8 v9 v10 v11 v12 v13 v14 v15 v16 v17 v18 v19 v20 v21 v22 v23 v24 v25 v26

.119 .788 .756 .765 .676 .654 .807 .816 .629 .443 .647 .739 .346 .331 .328 .420 .340 .496 .606 -.067 .405 .492

.600 -.096 -.120 -.035 -.196 -.099 -.106 .045 -.212 .314 .287 .087 .259 -.720 -.744 -.664 .400 .428 .183 .533 .152 .011

-.048 .074 .091 -.008 -.113 .160 .075 -.189 -.038 -.237 .168 -.035 .093 -.150 .055 -.167 -.547 -.368 .307 .169 .474 .540

-.474 .164 -.048 .264 -.476 -.283 .084 -.002 -.141 .536 .410 .291 .093 .326 -.085 -.111 -.094 .041 -.252 -.050 -.249 -.229 -.109

.174 -.195 .002 .197 .103 -.281 -.143 .271 .221 .222 -.030 -.041 -.606 -.041 .071 .104 -.036 .054 .235 -.278 .429 -.297 -.134

.420 .225 -.013 .357 .113 .129 -.072 -.008 .165 -.126 -.159 .145 .143 .171 .074 -.115 .045 -.022 -.386 .421 .089 -.291 -.544

.026 -.017 -.139 -.023 -.292 -.091 -.067 -.253 .240 -.210 .265 -.217 -.048 .021 -.028 .282 .256 .393 -.015 -.020 .298 -.143 -.023

.538 .313 -.239 Extraction Method: Principal Component Analysis.

Each number represents the correlation between the item and the unrotated factor. This correlation helps to formulate an interpretation of the factors or components. This is done by looking for a common thread among the variables that have large loadings for a particular factor or component. It is possible to see items with large loadings on several of the unrotated factors, which makes interpretation difficult. In these cases, it can be helpful to examine a rotated solution. Table 6: Rotated Component Matrix
Component 1 v1 v2 v3 v4 v5 v6 v7 .301 .025 .291 .011 .653 .557 .818 2 .152 -.078 -.674 -.380 .310 .264 .216 3 .390 .055 .041 .005 .231 .454 .032 4 .527 -.217 -.128 .251 .134 .071 .153 5 .080 .014 .097 .748 .071 .111 .232 6 .047 .862 .071 -.147 .094 -.033 .149 7 .295 .049 -.273 .136 .381 .107 .085

v8 v9 v10 v11 v12 v13 v14 v15 v16 v17 v18 v19 v20 v21 v22 v23 v24 v25 v26

.433 .325 .579 .750 .388 .680 .485 .775 .198 .428 .238 .145 .145 .255 .245 -.028 .144 .109

.323 .295 .292 .101 .473 -.286 -.024 .038 -.088 .701 .712 .813 -.043 -.019 -.030 -.436 .047 .054

.441 .466 .454 .346 .180 .003 .293 .185 .167 -.189 .123 .151 -.064 .044 .760 -.128 .374 .795

-.013 .013 .166 .240 .226 .330 .461 .158 .153 -.158 -.301 .105 .730 .794 .186 .042 .087 -.131 .560

.408 .240 -.042 .171 .359 -.259 -.134 -.015 -.090 -.230 .029 -.010 .163 .153 .195 .296 .585 -.003 -.197

-.437 -.107 .033 -.208 .075 .028 .470 .003 .011 .003 -.055 -.038 -.242 .034 .142 .086 .463 .142 -.223

.012 .411 .217 -.134 -.063 -.164 .143 .217 .698 .008 -.098 -.206 .087 .042 -.180 .520 -.163 .310 -.001

.181 -.085 .573 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

With the help of table 6, we can categorize each statements depending upon the factor loadings and shown in table7. Table 7: Factors Factor 1: • S5 : Advertisement of product in print and visual media • S6 : Various promotional activities regarding product • S7 : Hording and pamphlets of product • S10 : Packaging of product • S11 : Placing of product in store • S13 : Emotional attachment with product • S14 : Behaviour of sales person • S15 : Popularity of product • S17: The person with whom you are going for shopping Factor 2: • S3 : Various schemes like (buy 1 get 1 free) • S12: Compatibility of another product with the product you are buying • S18: Influenced by other people • S19: Kind of product which you are buying Factor 3: • S8 : Any event organized by organization

• S9 : Display of product in store • S22 : Your perception about saving and investment • S25 : Traditions and customs • S26 : Various festival discounts on product Factor 4: • S1 : Price of product • S20 : Your income status • S21 : Standard of living Factor 5: • S4 : Availability of product • S24 : Requirement of product in festival season Factor 6: • S2 : Discount offers regarding product Factor 7: • • S16 : Changing trends in society S23 : special occasions

Table 8: Component Score Coefficient Matrix
Component S1 S2 S3 S4 S5 S6 S7 S8 S9 S10 S11 S12 S13 S14 S15 S16 S17 S18 S19 S20 S21 S22 S23 1 .019 .062 .051 .026 .022 -.031 .010 .011 .119 -.055 .040 .030 .099 -.022 .007 -.048 -.013 .048 -.111 -.080 -.040 .037 .021 2 -.096 .064 -.113 -.010 -.144 .226 .031 .064 -.112 .261 .282 -.011 .022 .010 .080 -.037 .149 .087 -.007 .034 .001 -.002 .001 3 .179 .164 .193 .082 .202 -.105 .009 .400 .105 .081 .025 -.075 .000 -.099 .084 .092 .148 .145 -.011 .081 .028 .006 .076 4 -.106 -.069 .009 .079 -.001 .060 -.035 -.185 .005 -.028 -.007 .212 .047 .169 -.017 .240 -.012 .057 -.033 .039 .042 .158 -.179 5 -.051 -.018 -.025 -.386 -.010 -.035 .016 -.120 .244 .029 .003 -.240 .097 -.035 -.037 -.129 -.305 .150 .164 .056 -.054 .071 -.028 6 .347 -.386 -.058 -.084 .062 .102 -.053 -.091 -.177 -.074 -.087 -.050 .282 -.110 .084 .031 .020 -.049 -.004 -.001 -.130 -.077 -.022 7 -.042 -.001 .034 .132 -.054 -.080 .008 -.054 -.097 -.163 .116 -.187 -.100 .175 .068 .099 .046 .019 .054 -.563 .289 -.219 .021 8 -.094 .100 .119 -.020 -.017 .101 .035 .111 -.193 -.101 .059 .164 -.043 .103 .150 -.311 -.028 -.200 -.026 .075 .050 .358 .444 9 .209 .174 -.033 -.120 .226 .149 .627 .065 .122 .035 -.023 .124 -.010 .078 .041 .084 -.147 -.191 -.087 -.067 -.139 -.196 .171

S24 S25 S26 S27 S28 S29 S30

.073 .329 -.027 .291 -.071 .295 .150

.026 -.023 .055 .047 -.018 -.042 .153

-.146 -.029 .148 .067 -.032 .018 -.061

.470 -.008 .147 .001 .289 .112 .078

-.076 .116 -.006 .027 .000 -.102 .170

.010 -.040 .085 -.041 .079 .018 -.117

-.068 .076 -.248 .061 -.004 .125 .109

.035 .130 .079 .013 -.250 .001 .201

-.079 -.021 -.225 .003 .039 -.044 -.132

From the table 8 of component score coefficient matrix, we can obtain the quantifiable data of each factor. The coefficients between the statements and the factors are taken according to the statement affecting the factor (onthe basis of Table 7)

CONCLUSIONS AND FINDINGS
Since Indian retail market is continuously increasing, people are purchasing goods as there is increase of income of common people as well as change in tastes and preferences of consumers. It is important for the retail players to be able to understand the different factors affecting the extent in impulse buying behaviour. The factor analysis results indicate that factor 1 (Table 7) which consists of Information provided by customers - Advertisement of product in print and visual media, Various promotional activities regarding product, Hording and pamphlets of product, Packaging of product, Placing of product in store, Emotional attachment with product, Behaviour of sales person, Popularity of product, The person with whom you are going for shopping are the main factors for impulse buying behaviour which broadly defines about the Emotional appeal of advertisements. Factor 2 includes various schemes like (buy 1 get 1 free), Compatibility of another product with the product you are buying, Influenced by other people, Kind of product which you are buying Customer’s impulse buying decision causing a variance of 3.308.This shows that importance of influence of other peoples on buying behaviour of customers. Factor 3, includes from Table-7 ,Any event organized by organization, Display of product in store, Your perception about saving and investment, Traditions and customs, various festival discounts on product, which in totally shows the direct impact product placement in the stores in a retail outlet like Vishal Megamart & Big Bazzar. Factor 4 includes Price of product, your income status, and Standard of living, which clearly defines the individual purchasing power. Continuing with the next factor- Factors 5 includes.Availability of product, Requirement of product in festival season which shows that

discount offers during festival seasons attract customers for their impulse buying behaviour. While Factor 6 includes Discount offers regarding product, focusing on effective price and discount strategies which is in brought by the retail players in order to attract there potential customers. At last Factor 7 includes Changing trends in society, special occasions which signifies that how much today also people give preferences to the traditions and rituals during festival season that it has created a emotional bond which results in impulse buying behaviour. Overall, various internal and external factors affects the impulse buying behaviour of the consumer which is explained by the above findings Fig.5 Impulse buying behavior model

Although the study was conducted on a small population to find Impulse Buying Behaviour of the consumer IN Vishal Megamart and Big Bazzar, the finding of the studies can be generalized

to the whole population. It can be very comfortably inferred that, based on the Impulse Buying Behaviour model that has been formed shows 1. Emotional appeal of advertisements 2. Brand image of the product 3. Product placement in the store 4. Income of the customer 5. Various festival seasonal discounts 6. Effective pricing and discount strategy 7. Emotional Bonding and usage of the product in festivals affects impulse buying behaviour of the consumer very strictly. The Indian marketers’ has to go a long way to understand the impulse buying behaviour as it is a very subjective and its depends on multiple factors, but marketers can take advantage for this behaviour and in almost every product category impulse buying witness.

References
• • • • • Alice Hanley and Mari S.Wilhelm (1992).Compulsive buying: An exploration into selfesteem and money attitudes. Journal of economic Psychology 135-18. Anja Schaefer & Andrew Crane (June 2005).Addressing Sustainability and Consumption. Journal of macro marketing .Vol 25, No.1, 76-92. Ann Elizabeth Ericson, (2001) University of Iowa “Antecedents of older adolescent’s credit card enhanced spending attitude and self reported financing behaviour”. Aviv Shoham and Maja Makovec Brencic (2003).Compulsive buying behaviour. Journal of consumer marketing, Vol 20, No.2. Celia ray Hayhoe, Lauren Leach, & Pamela R.Turner (1999). Discriminating the number of credit cards held by college students using credit and money attitudes. Journal of Economic Psychology 20,643-656. Gordon C.Winston (1987).A new approach to economic behaviour. Journal of Economic behaviour and organization, 8,567-585. Hans Baumgartner, Jan Benedict & E.M. Steenkamp(1996). Exploratory consumer buying behaviour: conceptualization and measurement. International journal of Research in marketing, 13,121-137. http://www.chinadaily.com.cn/en/doc/2003-09/25/content_267490.htm

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http://www.indiainfoline.com/pefi/feat/cred.html www.pantaloon.com www.vishalmegamart.com www.futuregroup.com www.marketresarch.com

ANNEXURE-1 Questionnaire Name ………………………………………………………………….. Age ……………………………………………………………………. Gender MALE FEMALE

Occupation ……………………………………………………………. According to you which of these factors affect your impulse buying behavior for fmcg products. 1 SA 1. PRICE AND DISCOUNT i. Attractive price of product affects my impulse buying behavior ii. Discount offers regarding product attracts me iii. Various schemes like (buy 1 get 1 free) affects my buying behavior positively. iv. Availability of discounted products motivates me to buy. 2. ADVERTISEMENT AND SALES PROMOTION v. Advertisement of product in print and visual media attracts me to buy vi. Various promotional activities regarding product motivates to buy the products vii. Hording and pamphlets of product help me in impulse buying. viii.Any event organized by organization affects my buying behavior. 2 A 3 DA 4 SDA

3. VISUAL MERCHANDISING ix. Display of product in store attracts my attention. x. Packaging of product attracts me to by the products. xi. Placing of product in store gains my attention towards it. xii. Compatibility of another product with the product you are buying 4. EMOTIONAL ATTACHMENT . i. Emotional attachment with product is a motivational factor to buy product ii. Behavior of sales person affects my buying behavior. iii. Popularity of product increases recall value and helps in impulse buying. iv. Changing trend in society is a major factor in impulse Buying 5. COMPANY i. The person with whom you are going for shopping influences my buying behavior. ii. Comments of reference group influence my buying behavior. iii. Kind of product which i am buying 6. INCOME i. Your income status affects my impulse buying behavior. ii. Standard of living has a role to play in buying products. iii. Your perception about saving and investment 7. FESTIVAL SEASON i. Special occasion motivate me to buy. ii. Requirement of product in festival season prompts me to buy. iii. Traditions and customs triggers my purchase decision iv. Various festival discounts on product induces purchase of product.