To Study Impulsive Buying Behavior Of The Customers In Mumbai

For The Financial Year 2016-17

Group Members

Shital Sirke

Sonali Shetty

Jyoti Shukla

Amit Shukla

Guide:

Dr. Sneha Amre.

Content

Sr. Particular Page

no no.
1 Introduction
2 Review of Literature
3 Research methodology
4 Analysis
5 Findings
6 Conclusion
7 Recommendation
8 Reference
 1. INTRODUCTION

An Impulse Purchase Or An Impulse Buying Is An Unplanned Or A Spontaneous Purchase.

An Impulsive Buyer Keeps Browsing Without Having An Intention To Purchase A Certain Item
Or Visiting A Certain Store. Many Studies Have Viewed Impulsive Buying To View A Segment
Of Consumer Behavior. Studies By Duo Pont Have Measured The Incidence Of Impulse
Purchasing And Have Show How Different Kinds Of Products Are Affected By It. Earlier The
Consumer Use To Make A List Before Purchasing The Product, But Now The Buying Behavior
Of The Consumer Has Changed Due To Various Factors I.E. Change In Lifestyle, Change In
Socio - Culture Environment, And Increase In Purchasing Power Of The Consumer Etc. So The
Retailers Are Now Trying To Understand The Buying Behavior Of The Consumers, What
Consumer Buys, Why They Need A Particular Product, When They Need It And How They Are
Going To Purchase The Product.

Stern (1962) In His Studies Has Further Identified Impulse Mix I.E Pure, Reminder,
Suggestion And Planned Impulse Buying. In Pure Impulse Buying, Purchase Is Done
Impulsively And It Does Not Follow A Usual Purchasing Pattern. In Reminder Impulse Buying,
The Buyer See’s An Item Or Remember Something That Reminds Him That He Needs An Item.
In Suggestion Impulse Buying, Buyer See’s The Product For The First Time And Imagine A
Need For It. And In Planned Impulse Buying You Make A Purchase Based On Special Price,
Coupons Etc.
 2. REVIEW OF LITERATURE
1. Park Et Al, (2006) Found That Fashion Involvement Affected. Fashion –Oriented
Impulse Buying When Shopping. Experiential Products Such As Apparels Have
Symbolic Meanings And Are Purchased Impulsively Because Of Emotional
Preferences Of Shoppers. Tauber (1972) Suggested That Characteristics Of The
Apparel Itself, Such As Color Or Style That Are Incorporated Into Store Displays
May Influence The Likelihood Of Impulse Buying.
2. E-Business And E-Government (ICEE),(2010) International Conference.
Although Internet Becomes A New Shopping Media, There Is Little Research
About Unplanned Purchase In Online Shopping. They Developed The
Questionnaires Of The Reason For Online Unplanned Purchase (OUP) By Open
And Structured Questionnaires. There Are All About 406 Participants Took Part
In Their Survey, Of Which 114 Participated In The Open Questionnaire And
Another 292 Participated In The Structured Questionnaire. Base On The
Attribution Theory, They Found That The Reason For OUP Includes Four
Factors: Internal-Stability And External-Instability.
3. Sharma, R (2011) Abhigyan 28.4 This Research Is An Attempt To Find The
Effect Of Gender, Age, Income And Idolatry Behavior On Impulse Buying In
Indian Adolescent Consumers. In India, Young Population Is One Of The Most
Attractive Segments. This Study Involved The Collection Of Primary Data Of
About 104 High School Respondents, Aged Between 14 To 18 Years. The
Findings Indicate That There Are Significant Difference In Impulsive Buying
Tendencies Between Male And Female Adolescents. However No Significant
Differences Were Found In Impulsive Buying Tendencies Based On Age, Income
And Idolatory Behavior.
4. Eking, A.B (2012) Academic Research International The Study Examined The
Effect Of Consumers Demographic Characteristics On Impulse Buying Data
Were Obtained Through The Administration Of 400 Copies Of Questionnaire To
Consumers In Market Places, Supermarket And High Traffic Points Across
Calabar Metropolis Using Accidental Sampling Technique. The Study Therefore
Suggest That Consumers Should Order Their Priorities And Always Scale Off
 Their Preferences When Making Product Purchases To Avoid Buying Unplanned
Product.
5. Luniya, P (2015) Business Review International Volume 8, This Paper Tries To
Know How Consumer’s Traditional Planned Shopping Behavior Is Shifting To
Impulse Behavior. Through This Study They Tried To Find What Impulse Buying
Is, It’s Types And Various Factors Influencing Impulse Buying Behavior. For
This They Have Reviewed The Literature To Gain Insights Of Impulse Buying
Behavior. Findings Show That There Are Various Determinants Which Compel
Or Force A Consumer To Act In An Impulsive Manner.

GAP: - we found that various study has been conducted on impulse buying behavior
but we could not find any literature review on this topic in the region of Mumbai for
the year 2016.
 3. RESEARCH METHODOLOGY.

3.1. Research Problem Statement:

To Study Impulsive Buying Behavior If The Customer In Mumbai

For The Financial Year 2015-16.

Objectives:

 To Find Out The Factors That Influence Impulsive Buying Behavior.

 To Identify Customer Profiling.
 To Examine The Effect Of Variable Of Impulsive Buying

3.2. Hypothesis :
Null Hypothesis (Ho):- There Is No Relationship Between Factors That
Influence Impulsive Buying Behavior And Customer Profiling.

Alternative Hypothesis (H1):- There Is A Relationship Between Factors That

Influence Impulsive Buying Behavior And Customer Profiling.

3.3. Research Design :

For our research we used descriptive analysis technique. we conducted survey by circulating
questionnaire to people by online and offline format. The sampling was probability sampling
technique because the respondents were selected randomly.
3.4. Sampling unit :

Sampling Size: - In all, 125 samples were collected from respondents

Sampling Technique: - We used Probability Convenience Sampling .Probability sampling

because the respondents were chosen at random without setting any special criteria for them. The
questionnaire was circulated by social media and thus it is a convenience sampling method

Location of Study: - Mumbai

Primary Data: - We Have Collected Data In Well Structured Questionnaire

Secondary Data: - Data Collected From Websites, Blogs And News Articles

Time period: - Jan 2016 – March 2016.

Limitation of study: - Due to time constraints it was possible to collect information from
only 125 respondents
 4. ANALYSIS
4.1 Which Factor Motivates You To Make Frequent Purchase
Hypothesis:
1. Ho : There is no a relationship between income level and factors motivating
to frequent purchase
2. H1 : There is a relationship between income level and factors motivating to
frequent purchase

Significant level is 5% i.e. 0.05

4.1(a)
Count

Which factor motivates you to make frequent purchase? Total

discount/offers mood free product good price on holidays others

sale

below
43 29 5 27 1 0 105
15000

15001 -
4 1 0 2 0 1 8
20000
Income level 20001 -
0 1 0 1 1 0 3
25000
25000
and 5 2 0 1 0 1 9
above
Total 52 33 5 31 2 2 125

Source – SPSS(STAISTICAL PRODUCT AND SERVICE SOLUTION)

 4.1(b)
Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 36.516a 15 .001

Likelihood Ratio 19.654 15 .186
Linear-by-Linear Association .354 1 .552
N of Valid Cases 125

Source – SPSS (STAISTICAL PRODUCT AND SERVICE SOLUTION)

4.1.A :

Source- SPSS (statistical service & product service)

Interpretation:
From the above table 4.1(b), it can be seen that our P-value is 0.001 which is less than our significance level i.e.
0.05. Therefore our alternate hypothesis is accepted i.e. there is a relationship between income level and factors
motivating to frequent purchase.
4.2. Most Common Item You Buy On Shopping

Hypothesis:

1. Ho: There is no a relationship between Gender and most common item buy
on shopping.
2. H1: There is a relationship between Gender and most common item buy on
shopping.
Significant level is 5% i.e. 0.05

4.2(a)
Cross Tabulation
Count

most_common_item_you_buy_on_shopping Total

food products home/kitchen clothes beauty and footwear

appliance cosmetics
product

male 34 2 27 2 1 66
gender
female 20 2 37 0 0 59
Total 54 4 64 2 1 125
Source- SPSS (statistical product & service solution)

4.2(b)
Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 7.825a 4 .098

Likelihood Ratio 9.007 4 .061
Linear-by-Linear Association 2.417 1 .120
N of Valid Cases 125
Source- SPSS (statistical product & service solution)
4.2.B

Source- SPSS (statistical product & service solution)

Interpretation
From The Above Table 4.2(b), It Can Be Seen That Our P-Value Is 0.098 Which Is Greater Than
Our Significance Level I.E 0.05. Therefore Our Alternate Hypothesis Is Rejected. & Our Null
Hypothesis Is Accepted. There Is A No Relationship Between Gender And Most Common Item
Purchased By Them
4.3. Spending On Shopping

Hypothesis:

1. Ho: There is no a relationship between Age and amount spend on shopping.

2. H1: There is a relationship between Age and amount spend on shopping.

Significant level is 5% i.e. 0.05

4.3(a)

Correlations
age how_much_you
_spend_on_sho
pping

Pearson Correlation 1 .061

Age Sig. (2-tailed) .497

N 125 125
Pearson Correlation .061 1
how_much_you_spend_on_
Sig. (2-tailed) .497
shopping.
N 125 125

Source – SPSS (service & product solution)

4.3(b)

Frequency table

age

Frequency Percent Valid Percent Cumulative

Percent

less than 18 3 2.4 2.4 2.4

19 - 25 111 88.8 88.8 91.2

26 - 35 6 4.8 4.8 96.0

Valid
36 - 45 2 1.6 1.6 97.6
46 and above 3 2.4 2.4 100.0

Total 125 100.0 100.0

Source – SPSS (service & product solution)

4.3(c)
how_much_you_spend_on_shopping

Frequency Percent Valid Percent Cumulative

Percent

less than 500 10 8.0 8.0 8.0

501-1000 35 28.0 28.0 36.0

Valid 1001-1500 42 33.6 33.6 69.6

1501 and above 38 30.4 30.4 100.0

Total 125 100.0 100.0

Source – SPSS (service & product solution)

4.3.C

Source- SPSS (statistical product & service solution)

 4.3 D

Source- SPSS (statistical product & service solution)

Interpretation

From The Above Table 4.3(a), It Can Inferred That Pearson Correlation Co- efficient Value For Age And
How Much One Spend Is 0.61, It Indicates That Age Has Moderate Relationship With How Much One
Spend And It Has A Positive Direction. So the Relation Between Age And How Much One Spend Is
Significant At 0.01.
 5. FINDINGS

As Per Our Research People Belonging To Income Level Below 15000 Mostly Prefer To Shop
On Discount/ Offer And This Factor Motivates Them To Make Frequent Purchase.

The Most Common Item Which Male Buy During Impulsive Shopping Is Food Products Rather
Than Footwear And The Most Common Item Which Females Buy During Impulsive Shopping
Is Clothes Rather Than Home Appliance Or Beauty Products
Clothes Are The Most Common Item Which Is Purchased By Both Male And Female I.E
51.20%And Footwear Is Considered To Be One Of The Lowest Item Which Is Purchased By
Them During Shopping I.E 0.80%.
33.6% of People Spend Between Rs1001- 1500 And 8% People Spend Less Than 500 On
Unplanned Buying
 6. Conclusion

As Per Our Research, The Age Group Between 19-25 Years Spend More On Unplanned
Shopping. And The Age Group Between 36-45 Years Spend Less On Unplanned Shopping.
33.60% Of The People Spend Around 1001-1500 Rupees On Shopping And 8% Of The People
Spend Less Than 500 On Unplanned Or Impulsive Shopping.
When People Go For Shopping, Mood And Discount/Offer Factor Influence Them To Make
Unplanned or Impulse Purchase. And The Most Common Item Which Male And Females Buy
On Impulse Purchase Is Clothes And Food Product.
 7. Recommendation

As a Researcher We Can Suggest That Retailer Should More Focus On Age Group Between 19-
25 Years Because They Spend More On Unplanned Shopping, So Accordingly Retailer Should
Attract This Age Group By Doing Various Kinds Of Promotional Activities or by offering them
discounts.
 8. Bibliography

Luniya, P. & Verghese, M.(2015, July 1st ) A study on impulse buying and its determinants : A
literature review. Pacific Business Review international, volume 8,from
www.pbr.co.in/July2015/9.pdf

Banerjee & Saha, S , impulse buying behaviour in retail store-triggering the sense. Aisa pacific
journal of marketing & management review, volume 1,from

http://indianresearchjournals.com/pdf/apjmmr/2012/october/1.pdf

Sharma, R. (2011) , investigation into impulse buying behavior among Indian Urban
adolescents from go.galegroup.com

E business and E governance international conference 9th may 2010 from ieeexplore.ieee.org