THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

BBA SEMESTER IV 2021

Cover Page / Title page

Project Report
(Submitted for the Degree of Bachelor of Business Administration under the University of Calcutta)

Title of the Project

A Study on the Exploitation of online Impulsive Buying Behaviour of
Consumers

Submitted by
Name of the Candidate: Megha Karwa
Registration No.: 017-2211-3505-18
Name of the College: The Bhawanipur Education Society College
C.U Roll No.: 017-BBAS-18-1-0016

Supervised by
Name of the Supervisor: Jayjit Chakraborty
Name of the College: The Bhawanipur Education Society College

Month & Year of Submission

April,2020
 ACKNOWLEDGEMENT

It is a matter of great pleasure to present this project on “A Study on the Exploitation of online
Impulsive Buying Behaviour of Consumers”.
I take this opportunity to thanks our respected Director General Sir PROF (DR) Suman Mukherjee for
giving me an opportunity to work on this field.
I am eagerly grateful to our Head of the Department PROF (DR) Tridib Sengupta without whom this
project would not have been successful one.
I am very thankful to my Supervisor PROF Jayjit Chakraborty for his full support in completing this
project work.

Finally, I am gratefully acknowledge the support of my family who had given me full support and co-
operated with me to carry out these research work and help with me for the project work.

MEGHA KARWA
.

Online Impulsive buying behaviour of consumers

TABLE OF CONTENT

Sl. No. Particulars Page No.

1. Introduction
1.1. Background of the study
1.2. Literature Review
1.3. Objectives of the study
1.4. Sources of data
1.5. Research Methodology
1.6. Limitations of the study
2. Conceptual Framework
2.1. Behaviour of Consumer
2.2. Factors affecting the impulsive buying behaviour
3. Data Analysis and Findings
3.1. Study on the exploitation of online impulsive buying
behaviour of consumers
3.1.1. Demographic Classification of the Respondents
3.1.2. Impulsive Buying Behaviour of the Consumers
3.2. Results and Findings
4. Conclusion and Recommendations
4.1. Conclusion
4.2. Recommendations
5. Bibliography
6. Annexure
6.1. Questionnaire
Online Impulsive buying behaviour of consumers
 CHAPTER-1
INTRODUCTION
Online Impulsive buying behaviour of consumers

1.1 Background of the study

Currently internet has been the main source of data and it is being utilized broadly in everyday life.
As internet is an amazing source it is utilized by the businesses for their beneficial purposes. The
buyers’ likelihood to purchase indiscreetly is proposed to increment further in view of
accommodation of internet shopping. There are number of components which impact the online rash
purchasing conduct of the customers. This examination looks at the elements influencing the internet
purchasing conduct of the customers. To research the elements information is gathered through the
organized survey from the students pursuing graduation. Factor examination is utilized to uncover
the outcomes. Individual conduct, circumstances at the hour of procurement, advancement, moral
issues affect the online indiscreet purchasing of the customers. The consequences of the survey will
be useful to the online businesses which need to build the online drive purchasing conduct of the
buyers.
Impulse buying means unplanned buying behaviour of consumers, triggered by feelings and
emotions. We can’t categorize impulsive buying for a particular product category. It can be found in
products such as chocolates, cell phones, garments, cars, jewellery etc. It means making a sudden
purchase. It depends upon irrational thinking of a customer. Effective promotional messages like
buy1 get1 , 50% off can also influence an individual to purchase the product instantly. A person may
face issues like financial problems, feelings of guilt, disapproval by family due to impulsive buying
behaviour.
Most of the retailers and marketers adopt different strategies to exploit impulse buyers. Sellers of
chocolates, candies, chewing gum earn a good amount from impulse buying. Specially in
supermarkets, we see varieties of items like candies, perfumes, belts , socks etc. at the billing counter
or at checkout aisles. Marketers know this very well. They have idea about the psychology of human
beings. So, they try multiple tactics to exploit a consumer.
Online Impulsive buying behaviour of consumers
 1.2 Review of Literature

1. Artifacts Journal, a journal of undergraduate writing, published in December 2014, by

Cole Mendenhall : According to Cole Mendenhall, for some individuals, imprudence can be
instinctive commonly. Rashness can be identified with their character, low-restraints, outer
components or the entirety of the abovementioned. To a degree, this can be normal and not
unsafe, but rather there comes a moment that the individual has failed to keep a grip on their
rash practices. This is obvious in like manner domains, for example, shopping

2. Journal of business and social sciences, published in August 2018, by Vidha Pradhan :
Pakistani buyers are bound to purchase hastily when they see free item and value limits offers
by a store in the event of FMCGs. The pay level, window shows and visual promoting have
critical impact on customer's conduct, particularly, a very much designed, charming and quiet
store climate alongside brilliant environmental factors. Also, there is a distinction among male
and female motivation purchasing conduct where female shoppers will in general be more
indiscreet.

3. The Economic Times, published in April 2016 : Impulse purchasing can't be arranged for
one explicit item class. Hasty purchasing can be found in items, for example, chocolates,
garments, cell phones and in first-class things, for example, vehicles, adornments and so forth
Rash purchasing implies making an impromptu buy. It depends on a silly reasoning.
Advertisers attempt to tap this conduct of clients to support deals. There is an extraordinary
probability that clients wind up making an acquisition of items in the wake of entering the
hypermarket with no genuine purpose of doing as such. Numerous cell phone-creators will in
general adventure this attribute in clients by presenting items which can be an extra device for
their mobiles, for example, wellness groups, watch and so on.

4. A critical review of in-store and online impulse purchase behaviour ,published in 2010
,by Amna Sirhindi : According to her, impulsive buying is typically treated as a socially
unaccepted wonder, this purchaser conduct is generally spread all throughout the planet.
Motivation purchasing has expanded from 38.2 percent to 50.9 percent of the complete buy in
stores (Stern, 1962). In the last part of the 1970s motivation buys represented somewhere in
the range of 27 and 62 percent of buys in retail chains (Bellenger and Robertson, 1978).
Abrahams (1997) referenced that in the USA, drive purchasing deals represent $ 4 billion
every year and make up 80% of all buys from certain item classifications.

5. An empirical study of consumer impulse buying behaviour in local markets, published in

January 2009, by Dr Syed Muhammad Ali Tirmizi: Positive feelings may result into style
related inspiration purchase. The investigation found that sentiments unequivocally sway
buying rehearses, which result into customer inspiration buying. They tracked down that in
stores customer's purchasing points and spending can for the most part be affected by
emotions. These sentiments may be unequivocal to explicit things for example, the features of
the things, customer individual condition, customer's check of evaluating things.
Online Impulsive buying behaviour of consumers

1.3 Objectives of the study

1. To identify the factors which influence impulsive buying behaviour in the consumers:
generally people who don’t have control over their emotions, less careful , less sensible
purchase product without any pre-mindset. Factors like brand affinity, payment mode, the
environment of the store also plays a major role in influencing the consumer to purchase a
product immediately.

2. To analyse how marketers use different strategies to exploit consumers in order to

increase their sales: Marketers use various tactics like giving discounts, offers, coupons in
order to attract the consumer for purchasing the product. Showing motivation items around
your popularity things, train floor staff to energize drive purchasing, expect your requirements
to get more deals.

1.4 Sources of the data

Research instruments - Both primary and secondary data will be used during the process of making
the assignment.
 Primary data: Relevant primary data has been collected with the help of a structured
questionnaire widely circulated among the consumers.

 Secondary data: We will use literature in the form of journals, websites, blogs, newspapers in
order to get the relevant secondary data.
Online Impulsive buying behaviour of consumers

1.5 Research Methodology

Research Methodology is an approach to methodically tackle the research issues what’s more
,clarifies the various advances that are by and large received by the researcher in considering the
research issues.
Basically, this research assignment uses a qualitative approach because throughout this research we
will try to study the impulsive buying behaviour of the consumers. Also ,what are the factors which
influence a consumer and how marketers try to exploit them in order to increase their profit.
The project involves the use of certain statistical tools. The role of management tools proved to be
significant in examining the information gathered through secondary data. The primary data has been
analysed using percentages analysis , bar graphs and pie-charts.

1.6 Limitations of the study

The limitations of this study are :-
• The area of study is limited to only 110 people, which does not give a holistic picture of the entire
population.
• Validity and Reliability of the information are acquired relies upon the responses from the customer.
• Structured questionnaire is based on data collection it might have impediments of not being to test
profound into the respondent contemplations.
• The imperatives of the sample respondents and their helpful degree of the coordinated might be
cause and impact to convey the assessment of the respondents.
• Authenticity of secondary data depends on the truthfulness of information available in annual
reports, company’s websites and various articles and journals.
Online Impulsive buying behaviour of consumers
CHAPTER – 2
CONCEPTUAL
FRAMEWORK
Online Impulsive buying behaviour of consumers

2.1 Behaviour of the consumer

Purchaser behaviour is the examination of individuals, get-togethers or affiliations and the actions
they use to pick, secure, use and dispose of things, organizations, experiences or considerations to
satisfy needs and the impacts that these cycles have on buyer and society. It mixes components from
brain research, social science, social humanities, advertising and financial aspects. It endeavours to
comprehend the choice making cycles of purchasers, both independently and in gatherings like how
feelings influence purchasing conduct. It contemplates qualities of individual buyers, for example,
socioeconomics and conduct factors trying to comprehend individuals' needs. It likewise attempts to
evaluate effects on the purchaser from gatherings like family, companions, sports, reference
gatherings, and society all in all. Customer purchasing conduct is the aggregate of a purchaser's
mentalities, inclinations, expectations and choices with respect to the purchaser's conduct in the
commercial place when buying an item or administration. A model of purchaser purchasing choice
Pradhan: Study on Impulsive Buying Behaviour among Consumers measure was created by Engel,
Blackwell and Kollat in 1968. It contains five stages; Problem/need acknowledgment, data search,
assessment of options to address this issue, buy choice and post-buy conduct.

2.2 Factors affecting the impulsive

buying behaviour

SOCIAL MEDIA MARKETING

IMPULSIVE ELECTRONIC WORD OF

MOUTH
BUYING
BEHAVIOUR
HEDONIC MOTIVATION

TRUST

SOCIAL MEDIA MARKETING

In the current days the businesses are making an honest effort to focus on their clients by embracing
the new patterns of showcasing including social media. The use of online media with the expectation
of advancing the organization just as its items is known as web-based media promoting. There are
distinctive electronic techniques, including messages, pamphlets and different strategies which are
being utilized and are important for internet advertising (Nadaraja and Yazdanifard, 2013). The idea
Online Impulsive buying behaviour of consumers

of dramatic spread and mass correspondence is presented with the assistance of online media
advertising which is empowering the organizations to spread their message to the diverse individual
contacts of clients. There are numerous new devices which are being contrived and are as yet during
the time spent improvement which are presenting the new approaches of advertising. The
presentation of logical applications by official informal organization site stages is currently going
viable and better knowledge for online media advertisers.

ELECTRONIC WORD-OF-MOUTH
As per (Husnain et al., 2016) significant impacts on impulse conduct of purchasing are higher on
account of electronic informal. The vulnerability with respect to the items offered to clients is
diminished with the assistance of verbal, and their degree of fulfilment is additionally upgraded. It
won't not be right to say that, this sort of correspondence additionally drove towards the increment in
brand mindfulness also, upgrade the inspirational disposition of clients. They think about all these
correspondences while taking the choice in regards to purchasing a item. Consequently, people now
and then look for conclusions and encounters shared by the clients, coming about in to satisfy
themselves with social media by lessening the dangers. Purchasers purchasing conduct in each
progression especially the elective appraisal, choice of item just as looking for data is additionally
affected by overhearing people's conversations positively, as per regular report hypothesis. Informal
exchange has too encouraged the purchasers in appearing their negative or idealistic disposition by
passing on their messages in regards to joy caused due to the experience of despondency. Then
again, verbal exchange is alluded as the passing on of a message from one individual to another with
regard to brands, administrations, business that contains a strike on customers buying conduct (Sudha
and Bharathi, 2018).

HERONIC MOTIVATION
The significant indicator of online based shopping and online motivation purchasing is indulgent
inspiration. Combination of libertine climate as trigger by the effective online retailers leads in
touching off the moment shopping. The online based purchasing conduct can be viewed as the regard
conduct of customers to purchase things which are not quite the same as looking for delight or for
relaxation time. Eagerness is thought of as the fundamental justification the conduct of libertine
clients. For indulgent customers, purchasing is more than achievement of undertakings and securing
the products (Akram et al., 2018). The internet business is finished with the assistance of the web, in
which the clients are given help to give the chance of the clients to experience better shopping
experience which can't be accomplished in the customary or ordinary shopping. To help an intuitive
shopping climate, new media have abused the libertine viewpoints. For the commitment of customer
in the distinctive online media also, different kinds of showcasing, (Webster and Trevino, 1992) has
recognized thirteen inspirations: inspiration that is identified with happiness incorporate learning
designs, job, joy, self-joy, instigation, and redirection; those related to stream explicitly telepresence
and joy; ultimately, those motivations identified with stream and delight in specific are status, control
and experience/interest. Shopping with companions, affiliating with reference gatherings, and
speaking with different customers with comparative shopping intrigues falls under friendly shopping.
Online Impulsive buying behaviour of consumers

TRUST
Trust the customer's confidence in the service provider that he/she is straightforward and reasonable.
On the off chance that the connection among clients and administration suppliers is high then the
clients is bound to show responsibility, trust and fulfilment from the administrations. This moreover
fabricates trust in the customer to share a particular thing or brand inside their circles. Besides, the
customers will show ability to make and keep up the association with the assistance supplier of the
online media site to guarantee that they would likewise get great administrations or items in future. It
additionally comes to thought that very much arranged online media site can empower what's more,
better address the issues of the clients for social cooperation, which in turn will establish a positive
connection among the clients (Al-Zyoud, 2018).Whether it's on the web or disconnected buying, trust
is the fundamental inspiration for customers to purchase a specific item or administration. The
current examination expected that customers think about numerous things while going to shop
because of web based promoting like the organization's merchandise exchange, audits, suggestions,
limits, and so on Hence, this examination dissects the connection among trust and purchaser's
purchasing conduct.
Online Impulsive buying behaviour of consumers
 CHAPTER 3:
ANALYSIS AND
FINDINGS
Online Impulsive buying behaviour of consumers

3.1. Study on the Exploitation of Online

Impulsive Buying Behaviour of
Consumers

Impulsive Buying is the propensity of a customer to purchase products and services without
arranging ahead of time. At the point when a customer takes such purchasing choices at the last
minute, it is typically set off by feelings and emotions.
In this module, my study plans to recognise the factors responsible for the impulsive buying
behaviour of the consumers. It’s basically meant to understand why a rationale consumer makes
unplanned purchase. For this purpose, the relevant information has been collected through the study
of a structured questionnaire survey . The data has been gathered from a sample size of 110
individuals with demographic identities. The data has classified and examined utilizing percentage
analysis, cross arrangement and pie-chart analysis.

3.1.1 Demographic Classification of the Respondents

Demographic classification has long been a tool utilised by the marketers so that they may be
efficient as possible in the formulation of marketing strategies for their products and services.

Age
Factor Classification No. of Respondents Percentage
Age Below 21 years 45 40.90%
21-30 years 40 36.40%
31-40 years 12 10.90%
Above 40 years 13 11.80%

In this study, the majority of the respondents are below the age of 21, which constitutes 40.9% of the
total sample size followed by the people aged between 21 to 30 years which amounts to 36.4%. The
third major group lies above 40 years, amounting to 11.8%. Lastly, twelve individuals (10.9%) have
the age between 31 to 40 years.

Gender
Factor Classification No. of Respondents Percentage
Gender Male 46 41.80%
Female 61 55.50%
Other 2 1.80%
Prefer not to say 1 0.90%

17 | P a g e
Online Impulsive buying behaviour of consumers

The majority of the respondents are female which comprises of 55.5% of the total sample size,
followed by male with 41.8%. Two individuals (1.8%) belong to other category and one individual
(0.9%) preferred not to reveal its gender.

Occupation

Factor Classification No. of Respondents Percentage

Occupation Student 76 69.10%
Self Employed 11 10%
Salaried 10 9.10%
Retired 7 6.40%
Other 6 5.50%

The majority of the respondents in this study are students, they constitute 69.1% of the total sample
size that amounts to 76 individuals. The remaining respondents are self-employed, salaried, retired
and other which comprise of 10%, 9.1%, 6.4% and 5.5% respectively.

Locality

Factor Classification No. of Respondents Percentage

Locality Urban 62 56.40%
Suburban 36 32.70%
Rural 12 10.90%

In this study, the majority of respondents belon to urban region comprising of 56.40%, followed by
the respondents living in suburban region with 32.7%. And, 10.9% of the total sample size belongs to
rural region.

Monthly Income or Pocket Money

Factor Classification No. of Respondents Percentage

Monthly Income Below Rs. 10,000 60 54.50%
or Pocket Money
Rs. 10,001-50,000 29 26.40%
Rs. 50,001-1,00,000 13 11.80%
Above Rs. 1,00,000 8 7.30%

We can see that from the table, that mostly the number of respondents earns below Rs. 10,000
precisely 54.5% of the respondents that amounts to 60 individuals. This is mainly because the
majority of the respondents are students. Apart from that, 26.4% of the respondents, i.e., 29
individuals earn between Rs. 10,001 and Rs. 50,000, which is followed by 11.8% of the individuals
whose monthly income falls between Rs. 50,001 and Rs. 1,00,000. And, the remaining 7.3% of the
sample size earns more than Rs. 1,00,000.
Online Impulsive buying behaviour of consumers

3.1.2 Impulsive Buying Behaviour of Online Consumer

Type of Opinion Classification No. of Percentages

Respondents
How often do you make Daily 3 2.70%
purchases online?
Weekly 31 28.20%
Monthly 42 38.20%
Rarely 32 29.10%
Never 2 1.80%
How often do you make an Daily 3 2.70%
unplanned purchase
online? Weekly 10 9.10%
Monthly 24 21.80%
Rarely 60 54.50%
Never 13 11.80%
How often do you visit a Daily 16 14.50%
website based on
Internet advertisement
featuring a sale or
promotion? Sometimes 47 42.70%
Rarely 39 35.50%
Never 8 7.30%

The table shows that 38.2% of the respondents amounting to 42 individuals are monthly purchasing
products online. While 32 respondents constituting 29.10% are rarely purchasing products online.
Apart from that, 31 respondents i.e., 28.20% purchase weekly ,followed by 3 respondents
constituting 2.70% purchase daily online products. And the remaining 2 respondents i.e., 1.80%
never purchase products online.
Also, it shows how people purchase products unplanned, majority people i.e., 60 respondents
constituting 54.50% rarely purchase products in an unplanned way, while 24 respondents i.e.,
21.80% monthly purchase products unplanned. While 13 respondents never purchase unplanned
products, 10 respondents i.e., 9.10% weekly purchase products unplanned and 3 respondents i.e.,
2.70% daily purchase products in an unplanned way.
Also, it shows how often people visit a website based on Internet advertisement featuring a sale or
promotion, 42.70% consumers i.e., 47 respondents sometimes visit a website based on internet
advertisement, while 39 respondents rarely visit a website, which is followed by 16 respondents i.e.,
14.50% daily visit a website. And the remaining 8 respondents constituting 7.30% never visit a
website based on internet advertisement.
Online Impulsive buying behaviour of consumers

Most Unplanned Purchased Products

What do you purchase mostly unplanned?

7%
35% Lifestyle
24%
Eelctronics and Home Appliances
Sports or Outdoors
12%
22% Groceries or Food items
Others

From the responses given by respondents, we can observe that the lifestyle products are purchased by
them mostly unplanned i.e., around 35% respondents and around 24% respondents purchase
groceries items mostly unplanned. Apart from this we can see that 22% people purchase electronics
and home appliances unplanned, 12% people purchase sports or outdoors items unplanned and the
remaining 7% people purchase other items unplanned.

Cost of the last product purchased unplanned

Cost of the last product purchased

unplanned

48
37

14 11

UNDER 1000 1000-5000 5000-10000 ABOVE 10000

We can see from the graph that most of the consumers purchased his last products unplanned are
below rs.1000 while 37 respondents have purchased their last products in between 1000-5000 Rs.
Apart from
Online Impulsive buying behaviour of consumers

this, 14 respondents have purchased their last product of around Rs.5000-10000 and rest 11 have
purchased products above Rs.10000.

Factor responsible for impulsive buying behaviour in consumers

Deciding factor while making an unplanned

purchase online
Price

Appeal of the product

10%4%4%
34% Brand new item
11%
Recommendation
15% Free gifts/bonus offer
22%
Free Shipping

Others

As we can see from the given responses that price plays a vital role in purchasing the product online
in an unplanned way. If the price of the product is low, people get attracted and purchase that product
immediately. 34% respondents have purchased products because of the price of the product.
Sometimes marketers use different appeals to persuade a consumer to buy a product like print media
or online ads, so almost 22% respondents purchase product online impulsively because of the appeal
of the product. If a new product launches in the market, it also attracts a consumer so 15% people
purchase a product impulsively because its new in the market. While 11% respondents purchase a
product because of the recommendations. A free gift/coupon , free shipping also attracts a consumer
to purchase a product impulsively. Almost 10% people, purchase a product because of free gifts and
4% buy because of free shipping. Remaining 4% buy because of other reasons.
Online Impulsive buying behaviour of consumers

According to their shopping behaviour, respondents rated it:

If you like something, you buy it

spontaneously

10% 17%
strongly agree
25% agree
28% neither agree nor disagree
20% disagree
strongly agree

As we can see from the graph, 28% respondents are simply agreed that if they like something they
buy it spontaneously. While 25% consumer disagree that they buy spontaneously, if they like
something. Apart from this we can see that 20% respondents are those who neither agree or disagree
that they purchased any product spontaneously, if they like something, followed by this 17% people
strongly agree that they buy product spontaneously if they like something and 10% people are those
who strongly disagree that they spontaneously if they like something online.

If you find anything new, you buy

it right away

10%0%
11% strongly agree
38% agree
neither agree nor disagree
41%
disagree
strongly disagree
Online Impulsive buying behaviour of consumers

As we can see from the graph, 18% respondents are simply agreed that if they find anything new
they buy it right away. While 32% consumer disagree that they buy spontaneously, if they find
anything new online. Apart from this we can see that 35% respondents are those who neither agree or
disagree that they purchased any product spontaneously, if they find it new, followed by this 12%
people strongly disagree that they buy product spontaneously if they find anything new and 3%
people are those who strongly agree that they buy spontaneously if they find something new online.

A Free Gift/Coupon/Shipping offer

persuade you to buy the product
immediately

10%0% Strongly Agree

11%
38% Agree
Neither Agree nor Diagree
41%
Disagree
Strongly Disagree

We can observe that almost 50% respondents agree that a free gift/coupon/shipping offer persuade
them to buy the product immediately. While 23% people neither agree nor disagree that these offers
can influence them. Apart from this almost 14% people strongly agree that these offers can influence
them, followed by 8% people who disagree with this and nearly 5% strongly disagree with this.

You carefully plan most of

your purchase

strongly agree
10%2%
11% 32% agree
neither agree nor disagree
disagree
45% strongly disagree
Online Impulsive buying behaviour of consumers

We can see that almost 45% respondents agree that they carefully plan most of their purchase. While
32% strongly agree that they carefully purchase most of their product. And, 11% believe that they
neither agree or disagree that they plan most of their purchase followed by 10% disagree with the
same and the remaining 2% strongly disagree with this.

You regret after buying something

impulsively

3% 14%
15% strongly agree
agree

29% 39% neither agree nor disagree

disagree
strongly disagree

We can see that almost 39% respondents agree that they regret after buying something impulsively.
While 29% strongly agree that they regret after buying something impulsively . And, 15% disagree
with this, followed by 14% strongly agree with the same and the remaining 3% strongly disagree
with this.

You check the price at multiple

websites before making a purchase

10%0% strongly agree

11%
38% agree
neither agree nor disagree
disagree
41% strongly disagree
Online Impulsive buying behaviour of consumers

We can see that almost 41% respondents agree that they check price of a product at multiple websites
before making a purchase. While 38% strongly agree that they check price of a product at multiple
websites before making a purchase. And, 11% neither agree nor disagree with this ,followed by 10%
disagree with the same and the remaining 0% strongly disagree with this.
Online Impulsive buying behaviour of consumers

3.2 Results and Findings

The demographic classification of the respondents is finished and analysed. The demographic factors
in my analysis are age, gender, locality, monthly income and occupation. The majority of the
respondents (40.9%) are below the age of 21 years. 55.5% of the respondents are female, which also
reveals the majority of the sample size. The majority of the respondents, i.e., 54.5% of the
respondents having a monthly pay or pocket income below Rs. 10,000. This is because the majority
of the respondents are students. This also reveals the major occupation, i.e., 69.1% of the sample
size. This study also states that the majority of the respondents belong to urban region.

The majority of the respondents which comprises of 38.2% of the sample size are making purchases
online on monthly basis. However, the majority of the total sample size also exhibit that they rarely
make an impulse or unplanned purchase online. They agree to visiting a website based on
advertisement featuring a sale or promotion sometimes. The majority of the sample size, i.e., 59.1%
of the sample size state that they mostly purchase lifestyle as well as groceries unplanned online. The
cost of their last product purchased unplanned falls under ₹1000. Price is the main deciding factor
for them while making an unplanned purchase online. 34.5% of the respondents confirms this. 28.2%
of the total sample size agrees with buying something spontaneously, if they find it likely. While,
35.4% of the respondents seems to be neutral in buying something, if they find it new. 50.9% of the
total sample size reveal that they get persuaded to buy the product immediately with free gift,
coupons or any shipping offer. Most of the respondents plan most of their purchases carefully rather
making an immediate decision of buying immediately. They often check the prices at multiple
websites offering the same product before finalising their purchase decision. 40% of the total
respondents agreed with the statement that they regret after buying something impulsively while
28.1% seems to be neutral with this statement.
Online Impulsive buying behaviour of consumers
 CHAPTER 4
CONCLUSION
AND RECOMMENDATIONS
Online Impulsive buying behaviour of consumers

Conclusion
Marketers can use this motivation purchasing conduct to build their deals in the event that they
viably study the purchasing propensities for their buyers. It is extremely confounded to comprehend
the personalities of an individual since everybody thinks in an unexpected way. It is practically
unusual that what the customer could purchase, by utilizing certain techniques, the advertiser can
impact these choices. In the event that the shopper goes wanted to purchase the things he needs and
sees certain different things that he may need with that item, he will in general consider buying that.
This relies upon how the advertisers position the items. The offers that are given likewise prompt the
buyer to purchase the things that he probably won't accepting something else. Along these lines, this
conduct can profit the firm, and increment the deals, by utilizing proper systems. It very well may be
helpful to the purchaser, as he can have a wide exhibit of correspondingly themed items and offers
on them, so he can likewise pick the best purchase and can be presented to items that he may require.

Recommendations

Make a 30 Days shopping list: Create a month list and put it on your cooler, and when you want to
buy something, put it on the overview with the current date. Following a month has passed, you can
buy the thing. Usually the urge will have passed and you can basically mark the thing off the
summary. This works if you stick to your norm. The solitary exclusions would be staple products and
other similar necessities.
Don’t buy items from online stores / mall: You possibly get the inclination to purchase without
really thinking in case you go for shopping (even in case you are sitting in front of the TV). In this
way, keep the inclination from occurring in any case by not going out on the town to shop. Try not to
visit the shopping centre or other shopping sites. Simply visit a store in the event that you have a
particular need to buy, and go with a rundown.. Discover alternate approaches to have fun. Just as the
shopping centre will make the desire to purchase, so will online destinations like Amazon. They
make it too simple to even consider purchasing something. All things considered, avoid these
destinations.
Plan your purchase before buying: Making a rundown before you go out to shop is significant. For
different buys, develop the propensity to decide them, search around and check whether you may
have it for nothing. Developing the habit of this interaction guarantees that your future purchase are
more intentional. You should even plan ahead for birthday and other occasions, or any enormous
buys that you know you have to do in the month ahead.
Don’t buy anything that can’t be returned: At times the most enticing buys are the ones you can't
return. Like a too low last freedom cost online that you believe is too acceptable to even think about
leaving behind. Some of the time there's an explanation a set apart down thing hasn't sold well, as not
fitting great or being unique in relation to the image. We've all accomplished that it is so horrible to
lament purchasing something you can't return. At any rate purchasing something you lament that you
can return permits you to fix the harm once you wake up.
Online Impulsive buying behaviour of consumers

BIBLIOGRAPHY
Online Impulsive buying behaviour of consumers
 An empirical study of consumer impulse buying behaviour in local markets,(2009) by Dr
Syed Muhammad Ali Tirmizi
 Artifacts Journal, a journal of undergraduate writing, (2014) by Cole Mendenhall
 A critical review of in-store and online impulse purchase behaviour ,(2010) by Amna Sirhindi.
 Journal of business and social sciences, (2018) by Vidha Pradhan
 The Economic Times, published in April 2016.
 Websites:
 https://core.ac.uk/download/pdf/215279457.pdf
 https://artifactsjournal.missouri.edu/board/
 https://economictimes.indiatimes.com/definition/impulsive-buying
 https://www.quickanddirtytips.com/money-finance/saving-spending/stop-impulse-buying
 https://www.thesimpledollar.com/save-money/10-simple-ways-to-beat-impulse-buying/
Online Impulsive buying behaviour of consumers

ANNEXURE
Online Impulsive buying behaviour of consumers

Questionnaire
1. Name

2. Age
o Below 21
o 21-30
o 31-40
o Above 40

3. Gender
o Male
o Female
o Other
o Prefer not to say

4. Occupation
o Student
o Self Employed
o Salaried
o Retired
o Other

5. Monthly Income or Pocket Money

o Below 10,000
o 10,001-50,000
o 50,001-1,00,000
o Above 1,00,000

6. Locality
o Urban
o Suburban
o Rural

7. How often do you make purchases online?

o Daily
o Weekly
o Monthly
o Rarely
o Never

8. How often do you make an unplanned/impulse purchase online?

o Daily
o Weekly
o Monthly
o Rarely
o Never
Online Impulsive buying behaviour of consumers
9. How often do you visit a website based on internet advertisement featuring a sale or promotion?
o Daily
o Sometimes
o Rarely
o Never

10. What do you purchase mostly unplanned?

o Lifestyle
o Electronics and Home Appliances
o Sports or Outdoors
o Groceries or Food items
o Other

11. Cost of the last purchased unplanned?

o Under 1000
o 1000-5000
o 5000-10,000
o Above 10,000

12. What is the deciding factor when making an unplanned purchase online?
o Price
o Brand new item
o Free Shipping
o Free gifts/bonus offer
o Appeal of the product
o Recommendations
o Others

13. Please rate it according to your shopping habits:

If you like something, you buy it spontaneously.
o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Somewhat Agree
o Agree

If you find anything new, you buy it right away.

o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Somewhat Agree
o Agree

A free gift/coupons/ shipping offer persuade you to buy the product immediately.
o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Somewhat Agree
o Agree
Online Impulsive buying behaviour of consumers

You carefully plan most of your purchase.

o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Somewhat Agree
o Agree

You regret after buying something impulsively.

o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Somewhat Agree
o Agree

You check the price at multiple websites before making a purchase.

o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Somewhat Agree
o Agree

14. Suggestions or Feedback