The Study on factors affecting Consumer Impulse Buying

Behaviour for Retail products with special reference to Big

Bazaar, Bangalore

Master Thesis Research Project submitted to Jain (Deemed-to-be University)

in partial fulfilment of the requirements for the award of

Master of Business Administration

Submitted by
Madhav Rajbanshi
Register No.:19MBAJ0228
under the guidance of
Prof. GOPINATH C B
Assistant Professor
Jain (Deemed-to-be University)
Bangalore

2020
The Study on factors affecting Consumer Impulse Buying
Behaviour for Retail products with special reference to Big
Bazaar, Bangalore

Master Thesis Research Project submitted to Jain (Deemed-to-be University)

in partial fulfilment of the requirements for the award of

Master of Business Administration

Submitted by
Madhav Rajbanshi
Register No.:19MBAJ0228
under the guidance of
Prof. GOPINATH C B
Assistant Professor
Jain (Deemed-to-be University)
Bangalore

2020
Prof. GOPINATH C B

Assistant Professor

Jain (Deemed-to-be University)

CERTIFICATE

I certify that this research entitled “The study on factors affecting consumer

impulse buying behaviour for retail products with special reference to Big

Bazaar, Bangalore” submitted to Jain (Deemed-to-be University) in partial

fulfilment of the requirements for the award of MBA, is a record of

independent work carried out by Mr. Madhav Rajbanshi under my supervision

and guidance. This work has not formed the basis for the award of any Degree

and has not been submitted previously to any other College/University.

Bangalore Prof. Gopinath CB

Date: Faculty Mentor

 DECLARATION

I hereby declare that the Master Thesis Research Project, “A Study on factors

affecting consumer impulse buying behavior for retail products with special

reference to Big Bazaar” undertaken by me under the guidance of Prof.

Gopinath C.B, Jain (Deemed-to-be University), Bangalore is an independent

work.

The report is towards the partial fulfilment of the Master of Business

Administration course of Jain (Deemed-to-be University), Bangalore for the

batch of 2019-21.

Bangalore

Date: Madhav Rajbanshi

 ACKNOWLEDGEMENT

I would like to acknowledge with pleasure, the contribution guidance and

assistance that I received from many in preparing this research report titled “The
Study on factors affecting Consumer Impulse Buying Behaviour for Retail
products with special reference to Big Bazaar, Bangalore”.

The success and final outcome of this research required a lot of guidance and
assistance from many people and I am extremely privileged to have got this all along
the completion of my research report. I am using this opportunity to express my
gratitude to everyone who supported me throughout the course of this MBA project.

I would like to express my sincere gratitude to my research guide. It is my profound

privilege to acknowledge with deep sense of gratitude and indebtedness towards my
project guide Prof. GOPINATH C.B, Assistant Professor, Jain (Deemed-to-be
University) for giving me this opportunity to work with him on this research report
and for providing me with thoughtful supervision, inspiration, valuable guidance and
constructive suggestions throughout the process of conducting research. His
encouragement and motivation, stemming from his rich personal experiences was
indeed a source of direction.

Last, but not the least, I thank my parents and friends in all ways for supporting me in
the completion of the project.

Madhav Rajbanshi

19MBAJ0228
 Contents
Page No.

List of Tables i
List of Figures ii
Abstract iii
Introduction and Review of Literature 1-14
Chapter I
1.1 Introduction
1.2 Rationale for the Study and Motivation
1.3 Statement of the Research Problem
1.4 Review of Literature
1.5 Identification of Research Gaps
Research Methodology 15 –21
Chapter II
2.1 Scope of the Study
2.2 Research Objectives
2.3 Framing of Research Questions
2.4 Research Design
2.5 Methods for Data Collection & Variables of
the study
Data Analysis and Interpretation 22 – 40
Chapter III
3.1 Techniques for Data Analysis
3.2 Data Interpretation
Findings and Recommendations 41 – 46
Chapter IV
4.1 Research Outcome and Findings
4.2 Recommendations
4.3 Limitations of the Study
4.4 Conclusions
4.5 Scope for Future Research
• Bibliography
• Appendices
 LIST OF TABLES

Sl. No. Table No. Title of table Page No.

1 3.1 Gender of Respondents 24

2 3.2 Age Group of Respondents 25

3 3.3 Occupation of Respondents 26

4 3.4 Frequency of visit made to Big Bazaar 27

5 3.5 Whether shopping at Big Bazaar a fun activity? 28

6 3.6 More random choices of customers while shopping 29

7 3.7 Scale of Preferences for the choice of products 30-33

8 3.7.1 Sales assistance at the outlets 30

9 3.7.2 Credit facilities at the shop 31

10 3.7.3 Sale offers at the outlets 32

11 3.7.4 Window display of the products 33

12 3.8 Consumer liking at Big Bazaar 34

13 3.9 Consumers random purchases of products at Big Bazaar 35

14 3.10 Whether consumers regret after impulse shopping? 36

Whether availability of money affects the consumers’

15 3.11 impulsive buying behavior? 37

16 3.12 Stimulating factors for unplanned purchases at Kirana Stores 38

17 3.13 Type of retailing where unplanned purchases takes place more 39

i
 LIST OF FIGURES

Sl. No. Figures No. Title of figures Page No.

1 3.1 Gender of Respondents 24

2 3.2 Age Group of Respondents 25

3 3.3 Occupation of Respondents 26

4 3.4 Frequency of visit made to Big Bazaar 27

5 3.5 Whether shopping at Big Bazaar a fun activity? 28

6 3.6 More random choices of customers while shopping 29

7 3.7 Scale of Preferences for the choice of products 30-33

8 3.7.1 Sales assistance at the outlets 30

9 3.7.2 Credit facilities at the shop 31

10 3.7.3 Sale offers at the outlets 32

11 3.7.4 Window display of the products 33

12 3.8 Consumer liking at Big Bazaar 34

13 3.9 Consumers random purchases of products at Big Bazaar 35

14 3.10 Whether consumers regret after impulse shopping? 36

Whether availability of money affects the consumers’

15 3.11 impulsive buying behavior? 37

16 3.12 Stimulating factors for unplanned purchases at Kirana Stores 38

17 3.13 Type of retailing where unplanned purchases takes place more 39

ii
 Abstract
The study aimed to investigate about factors that effects customer impulse buying
behavior in retail products i.e. retail market in India. The influence of various kinds of
impulse buying factors like promotions, offer in various products, window display
and effective low price strategy etc. on consumer’s impulse buying behavior has been
investigated.

In this study there are two variables, i.e. Dependent variable and independent
variables, which are consumer and impulse buying behavior and independent variable
are promotional strategies, store environment, window display etc.

The topic is quantitative because there is certain population, among them I have
distributed survey forms to get their respective opinions pertaining to our topic. This
is favorable in Bangalore, India.

Consumers are more likely to buy impulsively when they see good offer and huge
discounts while shopping at Big Bazaar. The income level and visual merchandising
has highly and significantly influence on consumer’s impulse buying for retail
products in Big Bazaar and Kirana shoppers. But if we talk about only Kirana stores
the impulse buying are likely to be low because of lack of independent variables.

Big Bazaar, especially a well decorated with pleasant and calm store environment
along with colorful surroundings not just motivates the consumers to buy impulsively
but also build excitement inside the consumer’s minds.

After the thorough analysis of the data, it has been found out that consumers can be
attracted to Retail store for purchase but setting up a well-designed ambience. Since
income of the individual is increasing and more people are moving towards more
shopping and fulfilling their desires.

Some of the foremost result before the paper is: To find out what are the various
aspects or the factors that influence impulse buying behavior for while shopping in
retail.

Key words:-
Impulse buying, Retail stores (Big Bazaar and Kirana stores), Retail products

iii
 CHAPTER-1

INTRODUCTION

AND

REVIEW OF LITERATURE

Page | 1
1.1 INTRODUCTION

The term impulse buying or impulse purchase is an unintentional decision to purchase

or acquisition of a product or a service, made just before a purchase. One who tends
to make such purchase is known as an impulse purchaser or impulse buyer.

Research or analysis findings said that emotions and feeling of consumers play a
crucial role while purchasing, the purchase also triggered by seeing the product or
upon exposure to a creative promotional message.

The example of impulse buying is a shopper in hypermarket or super market might

not be specific for purchasing confectionery. However gums, candies, bars, sticks etc.
are prominently displayed to trigger impulse buyer/their children to buy what they
might not have otherwise considered.

The term also drastically alter the traditional decision making model in buyer or
consumer’s perception or brain. The logical sequence of the consumers’ actions is
replaced with an irrational moment of self-satisfaction.

This kind of buying is mostly found in food products, clothing and jewellery or
accessories. And this also end- up with big hole in consumer pocket as the approach
of shopping is always emotional rather than rational. Thus consumer needs to
purchase rationally rather than being emotional about their choices or making
purchases.

1.1.1 Indian Retail Format

India is creating at exceptionally incredible pace and its retail industry is likewise
creating with it. Immense Indian Business Companies are going into retail part and
are embracing different retail designs for their business which are most appropriate to
them.

The retail sectors are divided into two broad categories:

➢
Unorganized sector
➢
Organized sector

Page | 2
Unorganized Sector:

1. Mom & Pop stores: These are also known as kirana stores, as generally-
owned businesses catering to small section of society.
This kind of store are generally owned and operated by individuals. The range
of products this shop provide are very selective and few in numbers. And
these stores are known for their high standard of customer services. For
example – aggrawal kirana shop.
2. Peddlers and hawkers: An individual who sell his/her products by carrying
through the streets, lanes, society etc, is known as hawker; whereas a peddler
is defined as a retail dealer who brings goods place to place, exhibiting them
for sale.
3. Market traders and street traders: A street market is an outdoor market
such as traditionally held in a market or town or often particular days of a
month or sometimes weeks.

Organized Sector:

1. Departmental stores: Retailer of such stores carries various categories of

items and has board assortment at average price and offer considerable
consumer services. For example – food stores at Delhi.
2. Hyper market: This kind of stores provides huge volumes of exclusive
merchandise at low margins. Operating costs is comparatively less than other
retail formats for example- big bazaar, landmark, etc.
3. Specialty stores: A typically store which gives attention to a specific category
of products and also provides high level of services to the customers. For
examples- Reebok, gap etc.
4. Discount stores.
5. Convenience stores.
6. Malls- like DLF Mall, ambience mall etc.
7. E-traders- like Amazon, E-bay, Myntra etc.
8. Vending machines.

Page | 3
 ➢
Big Bazaar

Big Bazaar is a retail chain store of future group which was founded in 1001. It is
renowned retail chain of hypermarket in the country. There are more than 100 stores
across 89 cities and towns in India covering more than 15 million Sq. of retail space.
This retail outlet offers a wide range of merchandise including fashion clothing for
men and women, food products, general merchandise, home décor, electronics and
gadgets, stationery and books, leisure and entertainment sections.
➢
Kirana Stores

It is an ordinary kind of small neighborhood retail store in the Indian Subcontinent. It

doesn’t have any limit or restriction of area, size or color. It can be found easily
nearby of your area located within 1 or 1 kilometers.

It provides all kind of daily necessity products like milk, food, grains etc. But it
doesn’t have vast options as department stores or retail stores.
For example – electronic shop will only have electric products; kirana shop will have
durable products.

1.1.2 Nature of Impulse Buying

Stern identification of 4 different kind of impulse buying gave the clear concept about
impulse buying and they classified as: planned, pure, reminder and suggestion
impulse buying
Pure impulse shopping for could be a novelty or escape buying that breaks a
traditional shopping for pattern; Reminder impulse shopping for happens once a client
sees an item and remembers that the stock at his or place is exhausted or low
or recollects a commercial or different info regarding the item and a
previous decision to buy;
Suggestion impulse shopping for happens once a consumer noticed any product for
the first time and pictures a need for it, although he has no previous information of it;

Planned impulse shopping for happens once a customer arrive the shop with some
kind of specific buying in mind, however with the expectation and intention to create
purchases that depend upon value specials, coupon offers, and also the like.

Page | 4
1.1.3 Consumer Buying Behavior in India

• Consumers of India are well-known for high degree of value oriented, due to
this consumer are considered as one of the most astute consumers in the
world. For them luxury brand have to design or to set design standard a high
and unique in order to get a foothold in the Indian market.
• The consumer of India are also very family oriented or we can say they have
high degree of family orientation- brand with identities that support families
value are incline to be popular in family and also highly accepted easily.
• The consumers are also related with values of maintenance and liking as they
have high emotional appeal among them.
• Different segment of Indian segment are:
➢
Socialite consumers
➢
Conservative class of consumers
➢
Working women
➢
Rich consumers
➢
Rural consumer

Profoundly Indian customer, however low cost is still of essential significance, it will
in the coming years consistently move to a cost in addition to stage. Here, the shopper
will look for a more noteworthy equalization of cost with quality, comfort,
consistency, advancement and shopping background. The current financial log jam
has made the Indian purchaser's mentality more preservationist. Purpose of
procurement (POP) will turn out to be more vital, and will be the snapshot of truth for
brands and retailers on the off chance that they are to convey their guarantee to the
buyer. Consequently, brilliant brands and retailers will spend more exertion in-store as
far as enhancing not just store insides yet in addition the general shopping
background, regardless of whether they are high value seeking ones. So far as
shopping conduct is worried, there is a solid increment in the pattern of going
shopping as a "family" which, thus, is because of the expanding time neediness for
most Indians in this center devouring class. Shopping together spares time for the
family while likewise giving some extra time together.
Present day retail which offers all under one rooftop choices, upgrades center
shoppers with numerous measurements including sparing of time, upgraded shopping
knowledge, and joining shopping.

Page | 5
1.1.4 Five Reasons Why We Impulse Buy

1. Loving Shopping

The simplest rationalization is that some folks simply derive a massive quantity of
delight from feat onething new. Theact ofshopping for is associate act
of direction that will be felt only too seldom in alternative aspects of life.
As kids, folks are typically conditioned by their folks to feel sensible concerning one
thing new being two-handed to them. You merely have to be compelled to return a
handful of generations to grasp why this was a noticeable sentiment. However, even
in these more durable economic times, we are able to still indulge ourselves (or our
kids) way more typically and novelty becomes the goal, instead of the signal of one
thing useful being placed in your hands

2. The Loss Aversion Switch

Stores have learned that we’re terribly liable to the loss aversion switch. Loss
aversion, if you’re unacquainted with the term, describes our innate concern to avoid
feeling dangerous within the future. Normally this is able to have an effect on our
purchase choices by inflicting North American country to equivocate over a purchase:
“Might I feel dangerous if I purchase this and don’t have the money for one thing
else?” however add in an exceedingly discount that we tend to are told or we assume
won’t last forever and our unconscious focus switches to the worry we’ll miss out on
the deal.

3. Twisted Heuristics

Most searching is just too arduous and time overwhelming to hold out
with aware attention. Imagine if each item you acquire was cross-referenced
with each alternative product on the market within the market: you'd got to explore
value, product composition, reviews and perhaps even the standard of client service
supporting it. Although you may realize all the data in comparable formats it
might take hours to shop for one item.

Page | 6
So instead we tend to us heuristics – unconsciously control rules of thumb –
that facilitate us create fast selections that we’ve learned usually total well.
Retailers profit of this by packaging up merchandise as bulk buys, or
they embrace ‘free’ extras. We tend to get the impression that
it should be sensible worth, and that we escort this sense instead of researching from
now on.

4. The Desire to Save

A susceptibleness to ‘value’ associated apparent discounts isn’t simply all the way
down to the loss aversion switch; several folks have an innate need to avoid wasting.
Retailers and makers play on this by telling USA what proportion cash we have a
tendency to might save by shopping for and victimization their product.
Thousands of years ago knowing that it absolutely was necessary to store up food and
wood for the winter would be the distinction between life and
death. Recently most folks not oughtto worry concerning our regular survival howeve
r the organic process drive remains. In short, we discover it onerous to resist the
concept that we’ll be saving cash or time.

5. Rose-tinted Lenses

For higher and worse, we have a tendency to habitually victimize ourselves. We have
a tendency to believe we’re higher than average wanting, higher than average drivers,
higher than average parents… clearly, we have a tendency to not everything
can be all be right. Objectivity is associate degree elusive virtue. Instead of recall and
replicate on our past actions with something approaching a balanced record book, we
glance to the long run with associate degree perfect read of what is will be look alike.

Page | 7
Rather than acknowledge the actual fact that we have a tendency to haven’t done a
stroke of exercise within the past 5years, we have a tendency to just like the concept
shopping for the new Ab-Toner-9000 can flip U.S. into somebody World Health
Organization will have the motivation to crunch his stomach 200 times every day.

1.2 RATIONALE OF THE STUDY AND MOTIVATION

Impulse purchase is an immediate decision made by the consumers by various stimuli.

The impulse purchase is used and practiced in the everyday life in the present scenario
very commonly. The result of such spur-of-the-moment behavior is that the major
purchases have started converting from planned to impulse. The entire product or
service categories are affected by such behavior of the consumers undoubtedly, but
few specific products have more impact on the impulsive behavior of the consumers
such as readymade garments, FMCG products, cosmetics, etc, and also certain
specific places such as malls, outlets, exhibitions and Trade shows where unplanned
purchases takes place more.

The purpose of this research work is to find out various factors which affect the
consumer impulsive purchasing behavior at Big Bazaar. The variables such as store
environment, window display, credit facilities, sales assistance, etc are taken for the
study. This helps the outlets to shape their various facilities in accordance with the
results and findings from the study. This study also makes dependency or
independence on the gender and age categories on the impulse purchasing behavior.

The consumer buying behavior is very difficult to understand as the behavior of

individuals varies depending on their characters and is very versatile. These behaviors
of the consumers’ have proved the traditional retailing concepts to be vague in
applying in the current scenario where there are huge technological advancements. At
times the consumers themselves will not be able to decide on their purchases and are
very random in choosing what they need based on their mood which results in
impulsive purchases.

The growth and development of numerous retail brands and stores have resulted in
intense competition in the retail industry where different brands offer variety of
products and services making the life of the consumers easy by acting as time saviors.

Page | 8
Technological advancements play a major role in influencing the consumer behavior
on buying certain products. Hence it is very important for the retailers to be in line
with the technological advancements and to influence the consumers buying behaviors
accordingly with their needs and moods. This study focuses on such factors which
influence the consumers to make unplanned purchases at the outlets and shops.

1.3 STATEMENT OF THE RESEARCH PROBLEM

The given research project is been conducted on the problem of “Factors affecting
consumer impulse buying behavior for retail products with reference to Big Bazaar”

The problem statement in this research is to seek and describe the factors which
influence the impulse purchasing behavior of the consumers.

Below are the statements that I am going to find out while in this research:

• Will the price of products or pricing strategy influence the impulse buying
behavior?

• Will window display of product technique used in big bazaar influence the
impulse buying behavior?

• Will new product display influence the impulse buying behavior?

• Will social group, shopping groups influence affect the impulse buying
behavior?

1.4 REVIEW OF LITERATURE

The term impulse buying or impulse purchase is an unintentional decision to purchase

or acquisition a product or a service, made just before a purchase.

➢
The impact of 5intrinsic factors, namely, temperament, culture,
materialism, searching enjoyment tendency, and impulsive shopping for tendency
on impulsive shopping for behavior. The 3 other kind variants of shopping,
materialism enjoyment tendency and impulsive shopping for tendency have very
vital positive relationship with impulsive shopping for behavior, the cultural
construct of collectivism and 1 temperament constructs of sociability and
conscientiousness showed vital relationship explained by Badgaiyan, Verma,
Anshul (2016).
Page | 9
➢
Donovan and rossiter(1982)they both said that the relationship between
emotions induced by a particular environment and behaviors in this environment,
rather than how the various emotions or behavior are related to characteristics of
the environment.
➢
Mick (1996) said that this type of buying is only associated with individual self-
image and symbolic consumption. He said that impulse buying is formed by
individuals’ experiences.

➢
Verplanken found in his research paper that impulse buying is frequently related
with people or individual who want to escape from the negative psychological like
bad emotion, mood swings, low self –esteem ,negative feeling

➢
Gupta et al (2013) his paper it said that store size is also a major factor which can
influence impulse buying behavior, which means bigger or the larger size of the
store more the probability of impulse buying behavior. His study was carried out
in the state of Chhattisgarh by collecting data through survey method. His studies
that store that are big in size attract more customers to spend on impulse than store
which are small in size.

➢
All impulse purchases area unit unplanned, however unplanned purchases don't
seem to be forever impetuously set. Hanta. (1990) changed the strict (1961)
classification of impulse combine in background of styling and trending
merchandise and developed as four kinds of impulse shopping for:
i) Planned impulse shopping for
ii) Reminded impulse shopping for
iii) Suggestion or fashion-oriented impulse shopping for
iv) Pureimpulse shoppingfor planned impulse buyingis part
planned however precise product or classes don't seem to be set by the
patron. They are more determined on the premise of the
various classified ads within the search. Reminder impulse shopping
for happens once the client is reminded of the necessity of the
merchandise noticing it within the search.

Page | 10
 Pure impulse shopping for could be a novelty or escape purchase that a
consumer breaks the trend of usual searching. Distinguished by IYER
(1989).

➢
Abratt and Goodey (1990) Store in promotions a significant influence on
impulse buying. They had done a comparative study of unplanned buying in 15
major supermarket which held in South Africa. The 450 sample size and collected
data through face to face interview with shoppers, and used semi structured
questionnaire in the respondent’s in their local language.

➢
The behavior, attitude perception of shoppers and their demographics influence
the impulse getting. Regional and local market conditions and various cultural
forces may also influence the approach consumer.(Vohs and Faber, 2007).

➢
Gender, as a social class, affects impulse shopping for. Boys and men are incline
to involve in impulse shopping for of contributory and leisure things that comes
their individuality and act whereas girls and women
incline to shop for the engaging (similarity) and self-expressive goods that square
measure related to their look and emotional aspects of self. Ascertained by
Dittmar et.al, (1996)

➢
"Mattila highlighted that there majorly two kind of social factors influence
impulse shopping they are store staff and different customers. Social issue (e.g.
employee sociability) was found to directly influence impulse shopping for. Store
managers may be able to reduce the negative impact of state of affairs by coaching
their staff to be friendly with their consumers at busy times.

➢
Store atmosphere like ambience, music, light, window display etc. also an
important factor which stimulate impulse buying behavior. (Crawford and
Mellower, 2003).

Page | 11
➢
Miao and Mattila (2013) explained that major food motives and situational
motives jointly affect the impulsive behavior of the customers while purchasing
for food consumption. These factors could be background music or ambience of
the store which can decrease the customers’ attention to impulsive purchase and
pass on free time.
➢
Laesser and Dolnicar (2012) explained that impulse behavior has also occurred
in travel and tourism companion. Reference groups as individuals would get
attracted to the new behavior under peer pressure they will be forced to act as their
peers which would result in the impulse behavior which includes a wide variety of
groups such as religion, race, community and colleagues.

➢
Vyas (2015) explained that the consumers add subjective value to the products
based on the packages in accordance with its color, shape and basic materials.
Also the demographic variables such as age, gender influence the responses in
packaging of products. Packaging of the product in accordance with the brand
differentiation exerts a subjective value and the repurchase of the same brand
resulting in the impulse buying of the same brand where the customer has derived
a subjective value.

➢
Cho and et al. (2014) Positive mood of the consumers would result in more in-
store browsing for the products by travelling to more sections of the store along
with their reference groups in a happy mood will result in impulse behavior. The
positive mood of the customers while shopping would result in impulse purchases
which could be due to the ambience present in the store while shopping for the
customers to be in a positive mood.

➢
Azim (2013) Presence of high dynamic store environment results in more impulse
purchases. To increase the impulse buying behavior of the customers, retailers
have to provide a good atmosphere in their store environment with the knowledge
of customers’ tendency towards differing sales promotion to attract the right
customers.

Page | 12
➢
Bashir and et al. (2013) There is a significant relationship between the cultural
values and lifestyles on the impulse buying behavior among the Pakistani
consumers. Impulse behaviors are predicted by security, life satisfaction, gender
role, financial satisfaction and lifestyle variables of cultural values.

➢
Ekeng and et al. (2012) Demographic characteristics of the customers have a
significant impact on the impulse buying behavior. Among the gender groups of
male and female, female tends to be more impulsive than male because of their
tendency to spontaneous attractions to the fancy products. Considering the age
factors the adolescents will impulse purchase more as they are not worried about
raising their families. Increase in income of the consumers also result in impulse
purchase behavior as the income increases people tend to follow their peers to
stand along the community in terms of their reference groups and influenced by
the people and society they belong to.

➢
S Bellini, MG Cardinali, B Grandi (2017) Through the structural model of
LISREL 8, it was found that the pre-shopping tendency will directly affect the
impulsive buying behavior. The more pre-shopping decisions made the lesser
tendency for impulsive purchasing. Also the personality variables such as
shopping enjoyment and impulse purchasing tendencies influence the impulse
buying behavior and had a positive effect by urging the customers to purchase
more.

➢
U Akram, P Hui, MK Khan, M Hashim (2016) The impulse buying behavior
and the store atmosphere has a positive relationship. The demographic variables
such as age have a major influence on the impulsive buying behavior whereas the
gender and education has an insignificant relationship with the impulse buying
behavior. This study would be helpful in making the selling and retailing
decisions. With the enhancement of the store atmosphere the impulsive buying
behavior among the customers can be increased.

➢
C C Chen, JY Yao (2018) The study is on the mobile auction impulse purchases
where it is caused due to situational factors. The Stimulus-Organism-Response
model was developed to study the customers’ impulsive behavior.

Page | 13
 The personality factors such as impulsive buying tendency, normative evaluation
and positive affect were identified to be the key determinants of impulse buying
behavior. Also ubiquity, ease of use, information exchange, discounted price, and
scarcity were also the factors affecting the impulsive behavior of the customers.

➢
Badgaiyan and Verma (2014) The study was based on five intrinsic factors such
as personality, culture, materialism, shopping enjoyment tendency, impulsive
buying tendency which affects the impulsive buying behavior. The data was
collected through convenience sampling of 508 respondents. The results showed
that there exists a positive relationship between the above five intrinsic factors and
impulsive buying behavior.

1.5 IDENTIFICATION OF RESEARCH GAPS

This research project explains the various factors affecting the consumers’ impulsive
behavior on buying the products by answering the above mentioned research
problems.

As we know people nowadays more into shopping as because of that they impulse
buy, it can be on specific occasion like festival or just for mood swing!!!

According to survey I have listed top 10 we buy at random while we are out shopping
or running errands:

• Confectionary
• Books
• Clothes
• Stationery
• Aerated drinks
• Cosmetics
• Accessories
• Kitchen supplies
• Packed foods like chips, nachos etc.
• Footwear.

Page | 14
 CHAPTER-2

RESEARCH METHODOLOGY

Page | 15
2.1 SCOPE OF THE STUDY

This is a micro-level study on the factors affecting consumer impulsive buying

behavior which focuses on the various behavioral changes in the consumers while
they go for shopping at the big retail outlets such as Big Bazaar and the various
factors while they shop at small stores at their locations such as kirana stores. The
study also helps in determining the level of impulsive behavior while shopping at big
retailers such as Big Bazaar and small retailers such as kirana stores and which of
these two is more responsible for their impulse buying behavior.

The study is conducted at Bangalore covering the different age groups covering all the
generations from Generation X to Generation Z ie., from below age group of 20years
to above the age group of 60years. The occupation of the respondents covers students,
housewives and working professionals which shows the various dimensions of the
study focusing on all the aspects.

The main aim of this study is to know what factors most affect the impulsive behavior
of the consumers and that it will be helpful for the retail outlets to adjust to their sales
and influence the behavior of the consumers accordingly. Impulsive buying takes
place more among the teenagers as they are attracted from the discounts and offers
and also the window display of the products.

To increase the sales of any outlet it is equally important for the retailers to
understand the behaviors of the customers along with their satisfaction with regard to
the quality of products and services. This study thus helps the retailers in
understanding the behavioral changes which affects the impulsive buying behavior.

The study includes sample size of 100 which is conducted using the quantitative
research methods by using both primary and secondary data. The simple random
sampling is used for the study where the population of the study was the customers of
the retail products at Big Bazaar and other retail outlets.

This study also helps the customers in knowing the strategies used by the retailers in
attracting them and various perceptions of the customers can be known directly.

Page | 16
This study can be implied at the macro level with the limitations being the lack of
concentration among respondents while answering the questions as they were in a
hurry while shopping.

2.2 RESEARCH OBJECTIVES

• To discover the various factors affecting the impulse buying behavior for retail
products.
• To analyze the decision making authority in Impulse purchasing.
• To study the basic difference between shopping at Kirana stores and malls and
outlets such as Big Bazaar with reference to impulse buying.
• To understand the behavior of consumers while they shop in malls and outlets
(retail) i.e, Big Bazaar.

2.3 FRAMING OF RESEARCH QUESTIONS

• Will the price of products or pricing strategy influence the impulse buying
behavior?

• Will window display of product technique used in Big Bazaar influence

the impulse buying behavior?

• Will new product display influence the impulse buying behavior?

• Will social group, shopping groups influence affect the impulse buying
behavior?

2.4 RESEARCH DESIGN

The research design refers to the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby, ensuring
you will effectively address the research problem; it constitutes the blueprint for the
collection, measurement, and analysis of data. The function of the research design is
to ensure that the evidence obtained enabled you to effectively address the research
problem as unambiguously as possible.

Page | 17
In this study descriptive research design is used which describes the factors affecting
the impulsive buying behaviors of the customers of big bazaar and kirana stores at
Bangalore.

• Research instrument: -Both primary and secondary data have been collected
thus for primary data the questionnaire is been used.
• Sampling technique: -Simple random sampling, this type of sampling
method includes population which is target at random.
• Sample type and size: -Hundred are selected randomly from the age group of
below 20 to above 60 years of age.
• Sampling area: - The geographical area covers Bangalore City where the
potential customers of the retail outlets are more.
• Data collection tool: -The data was collected through questionnaire which
was sent to customers through mails and other online mediums.
• Sample Design: - A sample design is a definite plan for obtaining a sample
from a given population sample design may as well lay down the number of
items to be included in the sample is the size of the sample.

In this study, the respondents are selected based on simple random sampling
from the population of customers of retail products at Big Bazaar where each
of the customers had an equal chance of inclusion in the sample size.

2.5 METHODS FOR DATA COLLECTION & VARIABLES

OF THE STUDY

2.5.1 DATA COLLECTION

When a research is undertaken, the required information shall have to be extracted

from the respondents; however at times the data will be readily available. The data
gathered can be broadly classified as:

A. Primary Data
It is the data collected by a researcher from first hand sources using methods
like surveys, interviews or experiments.

Page | 18
 Primary data are gathered from the specific purpose or for a specific research
project, consists of original information for the fulfillment of original
objective.

When the data are required for the particular study can be found neither in the
internal record of the enterprise nor in published source, in some cases it may
become necessary to collect original data. In this study the primary data was
collected by:
• Questionnaire
• Personal Interview

Questionnaire

A questionnaire is a research instrument consisting of a series of questions for the

purpose of gathering information from the respondents. The data can be collected
relatively faster because the researcher need not be present when the questionnaire is
filled by the respondent as in case of an interview.

Computer Questionnaire

It is a type of questionnaire where the respondents are sent the questionnaire through
email, or other online mediums and the respondents will be required to complete the
questionnaire.

Personal Interview

Interview of few of the customers about their choices of product and services was
made and also the staff of both Big Bazaar and Kirana Stores.

B. Secondary Data

It is the data gathered from studies, surveys, or experiments that have been run by
other people. It also involves collection of secondary data as well which will be
obtained from organization’s internal records, publications, reports etc. In this
study the secondary data was obtained by:

• Direct Observation
• Research works

Page | 19
 • Company manuals
• Websites, internet blogs
• Books

2.5.2 VARIABLES OF THE STUDY

The study on the impulsive buying behavior of the customers is dependent on various
factors/ variables such as

• Store Environment: The most of consumers are being exaggerated by

internal environmental factors in Impulsive attitude of consumer. Impulse
buying of consumers is generally formed by “the stimulus”. Marketers be a
focus for the meditation of consumers for impulse buying through marketing
stimuli external factors, when consumers “displaying stimulus as advertising
inducement” (Rundh 1005). The retail settings of stores are influencing the
response of consumers for in store and future store decision as well. The
environment of the store and physical appearance influence on consumers’
decision for selecting a store (Underwood 1003).

• Window Displays: Retail businesses are undergoing enormous trend

worldwide just because change in consumers choice, taste, use pattern &
purchasing, every retail store is trying to sustain and sell their products and
hold “the strong strategic strengths of their marketing mix activities”.
Moreover, suggest that Widow Display associating with consumer’s
purchasing attitude has physical charisma and charm of a store influences
customer choice of store (Alireza & Hasti 1011).”

• Visual Merchandising: “MV is the method of organizing object exactly in

perfect order for highlighting product availability in shop”. It is also known as
visual presentation, its aim is to communicate the retail and company fashion
value, quality, building separate identity in consumers. Aim of Visual
merchandising to instruct consumers and increase the store & company’s
illustration and support copious and displaying goods with each other and with
accessories (Silayoi & Speece 1007).

Page | 20
 The retail stores try to improve their image of store, and present their products
to consumers in such a way that can clutch their attention, making them
faithful to the brands so that customers can make purchase decision self-surely
(Fring 1999).”
• Income Level: Previous studies suggest that higher income level is one of
numerous factors, which accounts for advance stage of impulsive purchasing
comparing America to many countries of the world (Abratt & Goodey 1990).
The impulse buying is found as a superior for the consumers who can afford it.
“Income level positively influences on consumers” impulse purchasing
behavior (Wells, Farley & Armstrong 1007). Consumer who wants to buy
products is dependent on his/her income. The consumers with higher income
level are less sensitive than consumers with lower income and consumers with
higher income would mostly involve into Impulsive purchase (Butkeviciene,
Stravinskiene & Rutelione 1008).”

• Credit Card: According to Hasti & Yarahmadi (1011) impulsive buying

actions will develop the usage of credit card. Demand of relationship among
the impulsive buying and credit card usage exists. Credit card is most effective
medium of buying professed cost has been decreased due to credit card usage.
Worldwide usage of credit card discloses the buyer’s patterns in concern of
intended outlines for it while technical expansions making very simple to
credit provider revolving credit (Ampuero & Vila 1006).”

Page | 21
 CHAPTER-3

DATA ANALYSIS AND

INTERPRETATION

Page | 22
3.1 TECHNIQUES FOR DATA ANALYSIS

Data analysis is the process of collecting and organizing data in order to draw helpful
conclusions from it. The process of data analysis uses analytical and logical reasoning
to gain information from the data.

The main purpose of data analysis is to find meaning in data so that the derived
knowledge can be used to make informed decisions.

The method of data analysis used in this study is quantitative data analysis which is
measured in terms of numbers. The data present themselves in terms of measurement
scales and extend themselves for more statistical manipulation.

The study also uses qualitative data analysis which mainly answers questions such as
‘why’, ‘what’, or ‘how’. Each of these questions is addressed via quantitative
techniques such as questionnaires, attitude scaling, standard outcomes and more. Such
kind of analysis is usually in the form of texts and narratives, which might also
include audio and video representations.

The techniques used for analyzing the collected data are as follows:

• Descriptive analysis: It takes into account the historical data, key

performance indicators, and describes the performance based on a chosen
benchmark. It takes into account past trends and how they might influence
future performance.
In this study, the questionnaire was distributed to the customers of various
retail products to analyze the factors affecting their behavior towards the
impulsive purchasing which also describes their behavioral patterns with
regard to the factors such as window display, discounts and offers, sales and
credit facilities.
• Column Chart, Bar Chart: Both these charts are used to present the
numerical differences between categories. The column chart takes to the
height of the columns to reflect the differences. Axes interchange in the case
of the bar chart.

Page | 23
 • Pie Chart: It is used to represent the proportion of different classifications. It
is only suitable for one series of data. However, it can be made multi-layered
to represent the portion of data in different categories.

3.2 DATA INTERPRETATION

Data interpretation is the process of reviewing data through some predefined

processes which will help assign some meaning to the data and arrive at a relevant
conclusion. It involves taking the result of data analysis, making inferences on the
relations studied, and using them to conclude.

Table 3.1 Gender of Respondents

Gender Frequency Percentage

Male 60 60%
Female 40 40%
TOTAL 100 100%
Source: Primary data

Figure 3.1 Gender of Respondents

40%

60% Male
Female

Source: Primary data

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INTERPRETATION

From the above analysis it can be interpreted that 60% of the respondents belong to
male and 40% of the respondents belong to female category.

It can be inferred that impulse buying takes place more in the gender category of
male, which waves off the traditional belief of women make more unplanned
purchases than men as from the data collected above.

Table 3.2 Age Group of Respondents

Age Frequency Percentage

Below 20 21 21%
20-30 36 36%
31-40 25 25%
Above 40 18 18%
TOTAL 100 100%
Source: Primary data

Figure 3.2 Age Group of Respondents

40 36%
21%
30
25%
20
18%
10
0
Below 20
20-30
31-40
Above 40

Source: Primary data

Page | 25
INTERPRETATION

From the above analysis, it can be interpreted that 36% of the respondents belong to
the age category of 20-30 years; 25% of the respondents belong to the age category of
31-40; 21% of them belong to below 20 years of age and only 18% of the respondents
belong to above 40 years of age.

From the above data, it can be inferred that the impulse buying behavior is more
among youth population rather than the elders as youth gets attracted towards the
trending products which would be displayed in the retail outlets. It can be said that
Generation Z is more leaning towards the unplanned purchases.

Table 3.3 Occupation of Respondents

Particulars Frequency Percentage

Student 33 33%
Housewives 28 28%
Working people 39 39%
TOTAL 100 100%
Source: Primary data

Figure 3.3 Occupation of Respondents

40

33%
20
28% 39%

Student
Housewives
Working
people

Source: Primary data

Page | 26
INTERPRETATION

From the above data it can be interpreted that 39% of the respondents occupation
belongs to the working class of people; 33% of the respondents are the students and
28% of the respondents are housewives.

From the above data it can be inferred that impulse purchases and the occupation are
dependent on each other as the working class of people with salaries are more leaning
towards the impulse purchases unlike students and housewives.

Table 3.4 Frequency of visit made to Big Bazaar

Particulars Frequency Percentage

Daily 23 23%
Once in a week 50 50%
Once in a month 27 27%
TOTAL 100 100%
Source: Primary data

Figure 3.4 Frequency of visit made to Big Bazaar

50%
50

40
23% 27%
30

20

10

0
Daily Once in a week Once in a month

Source: Primary data

Page | 27
INTERPRETATION

From the above data it can be interpreted that 50% of the respondents visit Big Bazaar
once in a week; 27% of the respondents visit once in a month and 23% of the
respondents visit every day.

From the above data it can be inferred that most of the customers visit Big Bazaar for
wholesale purchasing as most of them visit on a weekly basis for their necessities.
Impulse purchasing will be more when there is a wholesale purchase as people tend to
buy more when they shop for more items with larger quantities.

Table 3.5 Whether shopping at Big Bazaar a fun activity?

Particulars Frequency Percentage

Yes 26 26%
No 35 35%
Sometimes 39 39%
TOTAL 100 100%
Source: Primary data

Figure 3.5 Whether shopping at Big Bazaar a fun activity?

40

30
35% 39%
20 26%

10

0
Yes
No
Sometimes

Source: Primary data

Page | 28
INTERPRETATION

From the above data it can be interpreted that 39% of the respondents opine that
shopping at Big Bazaar is sometimes a fun activity; 35% opine that shopping at Big
Bazaar is not a fun activity and 26% of the respondents opine that it is a fun activity
shopping at Big Bazaar.

From the above data it can be inferred that impulse shopping is when the shopping
activity is fun. Impulse shopping and fun activity are dependent on each other. Since
most of the respondents opine sometimes the shopping is fun, they are being neutral
about their unplanned purchases at Big Bazaar.

Table 3.6 More random choices of customers while shopping

Particulars Frequency Percentage

Food 27 27%
Apparel 25 25%
Accessories 19 19%
Electronics 24 24%
Kitchenware 5 5%
TOTAL 100 100%
Source: Primary data

Figure 3.6 More random choices of customers while shopping

27%
25%
30
19% 24%
20
10
0
5%

Source: Primary data

Page | 29
INTERPRETATION

From the above analysis, it can be interpreted that 27% of the respondents’ random
choice of products belong to food; 25% of the respondents choose apparels as their
random chosen products; 24% of the respondents choose electronic goods as their
random choices; 19% of the respondents choose accessories as their random choices
and only 5% of the respondents choose kitchenware as their random choices.

From the above data it can be inferred that impulse purchases are more likely to be
made on food irrespective of the gender or age category the respondents belong to as
food items are the ones which attracts every individual be it a children or adults.

Table 3.7 Scale of Preferences for the choice of products

Table 3.7.1 Sales assistance at the outlets

Particulars Frequency Percentage

Strongly agree 55 55%
Agree 20 20%
Neutral 21 21%
Disagree 4 4%
Strongly disagree 0 0%
TOTAL 100 100%
Source: Primary data

Figure 3.7.1 Sales assistance at the outlets

0%
4%
21%
Strongly agree

Agree
55%
20% Neutral

Disagree

Source: Primary data

Page | 30
INTERPRETATION

From the above data, it can be interpreted that 55% of the respondents strongly agree
that the sales assistance at the outlets would be the reason for preference of products;
21% of the respondents are neutral about the sales assistance as their preference for
products; 20% of the respondents agree that the sales assistance is their preference for
products.

4% of the respondents disagree that the sales assistance is their preference for
products and 0% of the respondents strongly disagree about sales assistance being
dependent on their preference for products.

From the above data it can be inferred that sales assistance is largely dependent on the
customers’ choice of products as the customers can make right decisions in terms of
features and specifications if assisted and guided by the person in charge while buying
the products especially in case of electronic goods like mobile phones, PCs etc.

Table 3.7.2 Credit facilities at the shop

Particulars Frequency Percentage

Strongly agree 21 21%
Agree 43 43%
Neutral 24 24%
Disagree 10 10%
Strongly disagree 2 2%
TOTAL 100 100%
Source: Primary data

Figure 3.7.2 Credit facilities at the shop

10%
2% 21% Strongly agree
24% Agree
Neutral
43% Disagree
Strongly disagree

Source: Primary data

Page | 31
INTERPRETATION

From the above data, it can be interpreted that 43% of the respondents agree that
credit facilities at the outlet is their preference for the products; 24% of the
respondents are neutral about credit facilities being reason for preference of products;

21% of the respondents agree that credit facilities are the reason for choice of
products; 10% of the respondents disagree that the credit facilities being their choice
of products and 2% of the respondents strongly disagree that credit facilities and the
choice of products dependency.

From the above data it can be inferred that most of the customers agree that the credit
facilities at the shop make them more inclined towards the choice of products which
would often result in impulse shopping.

Table 3.7.3 Sale offers at the outlets

Particulars Frequency Percentage

Strongly agree 41 41%
Agree 21 21%
Neutral 31 31%
Disagree 7 7%
Strongly disagree 0 0%
TOTAL 100 100%
Source: Primary data

Figure 3.7.3 Sale offers at the outlets

0%
7%
41% Strongly agree
31%
Agree
Neutral
21% Disagree
Strongly disagree

Source: Primary data

Page | 32
INTERPRETATION

From the above data it can be interpreted that 41% of the respondents strongly agree
that the sale offers at the outlets tends them to make unplanned purchases and choose
the products under sale offers more than other products; 31% of the respondents are
neutral about the sale offers being deciding factor for their unplanned purchases; 21%
of the respondents agree that unplanned purchases takes place more when there is a
sale offer; 7% of the respondents disagree that sale offers being their choice of
products and 0% of the respondents strongly disagree that sale offers being their
choice of products.

From the above data it can be inferred that there is a strong relationship between the
impulse purchases and the sale offers as most of the respondents strongly agree that
the impulse purchase and sale offers are dependent on each other in choosing the
products while shopping.

Table 3.7.4 Window display of the products

Particulars Frequency Percentage

Strongly agree 31 31%
Agree 35 35%
Neutral 25 25%
Disagree 8 8%
Strongly disagree 1 1%
TOTAL 100 100%
Source: Primary data

Figure 3.7.4 Window display of the products

8% 1%
31% Strongly agree
25%
Agree
Neutral
35%
Disagree
Strongly disagree

Source: Primary data

Page | 33
INTERPRETATION

From the above data, it can be interpreted that 35% of the respondents agree that the
window display of the products tends them to make unplanned purchases; 31% of the
respondents strongly agree that the window display of the products is their choice of
products; 25% of the respondents are neutral about their choice of products with
regard to window displays; 8% of the respondents disagree that the window display of
products attracts them to make unplanned purchase of those products and 1% of the
respondents strongly disagree that the window display of the products attracts them to
make unplanned purchases.

From the above data it can be inferred that the window display of the products plays a
major role in the consumer impulse buying behavior and that most of the respondents
agree that the window display is the result of their choice of products and gradually
making those purchases unplanned which is nothing but impulsive purchasing made
by the customers.

Table 3.8 Consumer liking at Big Bazaar

Particulars Frequency Percentage

Product availability 27 27%
Convenience in shopping 49 49%
Both 24 24%
TOTAL 100 100%
Source: Primary data

Figure 3.8 Consumer liking at Big Bazaar

49%
50 27%
24%

0
Product
availability Convenience in
shopping Both

Source: Primary data

Page | 34
INTERPRETATION

From the above data, it can be interpreted that 49% of the respondents like shopping
at Big Bazaar due their conveniences shopping at Big Bazaar; 27% of the respondents
like shopping at Big Bazaar due to product availability and 24% of the respondents
like both product availability and convenience while shopping at Big Bazaar.

From the above data it can be inferred that Big Bazaar is chosen more for its
convenience provided to the customers while shopping which shows that organized
retailers provide more convenience while shopping when compared to unorganized
retailers to the customers while they are shopping.

Table 3.9 Consumers random purchases of products at Big Bazaar

Particulars Frequency Percentage

Yes 42 42%
No 35 35%
Sometimes 23 23%
TOTAL 100 100%
Source: Primary data

Figure 3.9 Consumers random purchases of products at Big Bazaar

42%
45
40 35%
35
30
23%
25
20
15
10
5
0
Yes No Sometimes

Source: Primary data

Page | 35
INTERPRETATION

From the above data, it can be interpreted that 42% of the respondents make random
purchases of the products while shopping at Big Bazaar; 35% of the respondents do
not make random purchases while shopping at Big Bazaar and 23% of the
respondents opine that sometimes they end up making random purchases at Big
Bazaar.

From the above data it can be inferred that most of the respondents make impulse
purchases with or without their knowledge while they are purchasing at large outlets,
malls, etc while shopping for larger items with large quantities.

Table 3.10 Whether consumers regret after impulse shopping?

Particulars Frequency Percentage

Yes 35 35%
No 33 33%
Maybe 32 32%
TOTAL 100 100%
Source: Primary data

Figure 3.10 Whether consumers regret after impulse shopping?

35%
35
34.5
34
33.5 33%
33
32.5 32%
32
31.5
31
30.5
Yes No Maybe

Source: Primary data

Page | 36
INTERPRETATION

From the above data, it can be interpreted that 35% of the respondents regret after
making impulse purchasing; 33% of the respondents do not regret after making
impulse purchasing and 32% of the respondents are not very sure about their regret
after impulse purchasing of products.

From the above data it can be inferred that most of the consumers either regret or not
sure about their regret about impulse shopping which can be said that most of the
consumers regret when they get to know that the product is of no importance after
buying and they are not sure of their regret when they are unable to decide that the
product is of importance or not to them.

Table 3.11 Whether availability of money affect the consumers

impulsive buying behavior?

Particulars Frequency Percentage

Yes 37 37%
No 38 38%
Maybe 25 25%
TOTAL 100 100%
Source: Primary data

Figure 3.11 Whether availability of money affect the consumers

impulsive buying behavior?

Maybe 25%

No 38%

Yes 37%

0 10 20 30 40

Source: Primary data

Page | 37
INTERPRETATION

From the above analysis, it can be interpreted that 38% of the respondents opine that
the availability of money and their impulse buying behavior are not dependent;

37% of the respondents opine that availability of money affects the impulse buying
behavior and 25% of the respondents opine that money might affect the impulse
buying behavior.

From the above data, it can be inferred that there is almost an equal responses with
regard to the dependency and independency of impulse behavior and availability of
money which cannot be concluded as either dependent or independent of the
availability of money.

Table 3.12 Stimulating factors for unplanned purchases at Kirana

Stores

Particulars Frequency Percentage

Credit facility 29 29%
Free of tax 35 35%
Low price 19 19%
All of the above 17 17%
TOTAL 100 100%
Source: Primary data

Figure 3.12 Stimulating factors for unplanned purchases at Kirana

Stores

100%
80%
60% 29% 35% 19% 17%
40%
20%
0%
Credit facility Free of tax Low price All of the
above

Source: Primary data

Page | 38
INTERPRETATION

From the above analysis, it can be interpreted that 35% of the respondents opine that
tax free products at the Kirana stores stimulates them to make unplanned purchases;
29% of the respondents opine that the credit facilities offered by Kirana stores tends
them to make unplanned purchases; 19% of the respondents prefer for low price of
the products and 17% of the respondents opine that all the three factors stimulates
them to make unplanned purchases at Kirana stores.

From the above data it can be inferred that most of the respondents prefer buying at
Kirana stores as they sell products free of tax which reduce the price to be paid to the
products by the consumers unlike organized retailers where they have to pay for taxes
for every products they purchase.

Table 3.13 Type of retailing where unplanned purchases takes place

more

Particulars Frequency Percentage

Organized retailers like Big Bazar, malls, etc 63 63%
Unorganized retailers like Kirana stores 37 37%
TOTAL 100 100%
Source: Primary data

Figure 3.13 Type of retailing where unplanned purchases takes place

more

80
60
63%
40 37%
20

0
Organized retailers like Unorganized retailers like
Big Bazar, malls, etc Kirana stores

Source: Primary data

Page | 39
INTERPRETATION

From the above analysis, it can be interpreted that 63% of the respondents opine that
the unplanned purchases takes place more at Organized retailers such as Big Bazaar,
malls, etc, and 37% of the respondents opine that the unplanned purchases takes place
more in unorganized retailers like Kirana stores.

From the above data it can be inferred that the impulse purchase takes place more in
an organized retail sector where people buy in bulk quantities for long period usage.
Impulse purchasing is less in unorganized retail as the customers purchase often for
their daily usage rather for long period.

Page | 40
 CHAPTER-4

FINDINGS

AND

RECOMMENDATIONS

Page | 41
4.1 RESEARCH OUTCOME AND FINDINGS

From the above study, the following inferences/ findings were derived. They are
as follows:-

• 60% of the respondents are male and 40% of the respondents are female.
• Majority of the respondents are belonging to the age group of 20-30 years of
age.
• The respondents are most working people consisting of 39% of the
total respondents.
• 50% of the respondents visit Big Bazaar on a weekly basis.
• 39% of the respondents feel that shopping at Big Bazaar is sometimes a
fun activity.
• 27% of the respondents feel that food items are the most random choices while
they are shopping.
• 55% of the respondents strongly agree that the sales assistance at the outlets
is the reason for their choice of certain products.
• 43% of the respondents agree that the credit facilities at the outlet are
their preference for the products.
• 41% of the respondents strongly agree that the sale offers at the outlets
tends them to make unplanned purchases.
• 35% of the respondents agree that the window display of the products
tends them to make unplanned purchases.
• 49% of the respondents like Big Bazaar for the convenience offered by them
while shopping.
• 42% of the respondents make random purchases of the products
while shopping at Big Bazaar.
• 35% of the respondents regret after making impulse purchasing of products.
• 38% of the respondents opine that the availability of money does not
affect their impulse buying behavior.
• 35% of the respondents opine that tax free products at Kirana stores
stimulate them to make unplanned purchases.
• 63% of the respondents opine that the unplanned purchases takes place
more at organized retailers such as Big Bazaar, malls, etc.

Page | 42
4.2 RECOMMENDATIONS

Purchasing is, generally defined as; a shopper’s planned purchase which is an

important part of consumer buyer behavior. Impulse purchase is random decision to
shop for a product or service, created simply before a buying deal.

Creating variety in the Big Bazaar with frequent changes of display and movement of
regularly sold merchandised also persuades customers.

Kirana owner feel that they can’t put much as Big Bazaar does.

Kirana shop owners can attract more consumers by increasing their product range,
reduce their product price margin, through offering credit facility in only areas in case
to compete with Big Bazaar.

Kirana stores can also organize themselves by forming some franchise system. They
can upgrade themselves by using more and more technology. For example card
payment digital system etc.

They also need to manage inventory more effectively just like Big Bazaar does.

And for impulse purchase they should also focus on sales promotional activity i.e.
Provide some price off pack in terms of special offer price, few premiums, rebates,
free gifts, free small samples etc.

They can gift free products with purchase products to cheer consumers to buying
impulse

After creating some changes the shopkeeper should choose large merchandise and
products arrangements in their shops.

They should also have very creative and attractive window display outside the shop as
a result of window, floor and counter display the consumer are able to recall product
or brand that enable and also arouse impulse purchases. Sometimes, the window
displays are provided by manufactures. For example beverage machines, large
hoardings etc.

Page | 43
Few More Tips to Boost Impulse Sales

• Use of color to create, eye catching display.

• Use themes to create interest in unusual products and new display everyday.
• Create displays that emphasize some special category products.
• Situate the department so that customers know where it is and can see it from
most area of the stores.

4.3 LIMITATIONS OF THE STUDY

• The first limitation of the study is that it is conducted for academic purposes
only.
• The sample size of the study is restricted to 100.
• The geographical location of study is restricted to Bangalore.
• The baseline of impulsive behavior is taken from the customers at Big Bazaar
only.
• Time constraints are also one of the limitations.
• Some of the information provided by the respondents may be biased.
• Analysis is done assuming that the information given by the respondents are
correct in the questionnaire.
• Possibility of wrong information provided by the respondents to finish the
questions as they were in a hurry for shopping.
• Shoppers behavior is known to be classified based on social and culture norms
which is not covered under this study.

4.4 CONCLUSIONS

Impulse purchase or buying is a sudden and immediate purchase which has no pre
planning or pre shopping intentions in consumer minds. They are done at the sudden
thus they are not done to fulfill specific buying task.

Big Bazaar a modern retailer has seen a tremendous growth in retail sector. When
compared with local Kirana stores both has an equal impact on the consumers’
impulsive behavior but most of the respondents choose organized retailers where they
make unplanned purchases.

Page | 44
Study found that male are more into impulse buying rather than female which erases
the traditional belief of women are more into such unplanned buying and if we talk
about occupation the level of income also tend toward shopping impulsively.

Kirana stores are popular among consumer because of its low taxation system and
credit purchase but now Big Bazaar is also focusing on it as it is providing credit
purchase in terms of WALLET shopping.

The findings of the study indicate that credit purchase, promotional approaches,
window display, product involvement mostly influence the impulse buying behavior
of consumers.

Because of ambiguous store shopper at Big Bazaar always experienced impulse

buying while their shopping they always end up with lots of random things. And their
money availability doesn’t affect their shopping.

If we talk about satisfaction level of impulse buying most of the consumers regret
after impulse buying as impulse buying is an unplanned activity and which also
depends on the usefulness of the product which was bought unplanned.

But if we talk about KIRANA V/S BIG BAZAAR, Big Bazaar is the main reason
behind impulse shopping among targeted population. For example if a consumer
purchase bread butter from Kirana he or she will buy according his/her need but in
Big Bazaar a consumer may have a desire to buy a sandwich spread for bread.

During my primary research, I found that most of the Kirana owner or shop keepers
are not taking much effort to attract their consumers, they have very clear perception
that the consumer will come to them just because their shops are located nearby
customer’s home, whenever consumer wants to make a petty purchase they will go to
Kirana shops.

Majority of the respondent agreed that they spend more time in shopping because of
the convenience in Big Bazaar which also a factor which tend towards the impulse
buying.
Page | 45
4.5 SCOPE FOR FUTURE RESEARCH

• It is found that the age groups of 20-30 years are more into impulse shopping.
It is plausible to explore what situations are responsible for such behavior
among the young generation.
• Future researchers can include more factors affecting impulse behavior among
the consumers while shopping.
• This research considers only the in-store factors affecting the impulsive
behavior. Future researchers can consider other factors which stimulates the
customers in unplanned purchases.
• The present study makes a basic difference between Kirana Stores and Big
Bazaar which can be studied deeply by future researchers in terms of
organized and unorganized retailing.
• Future researchers could take more exhaustive scales for measuring relevant
attitudes of this study.

Page | 46
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WEBSITES

www.researchgate.net/publication/280298147_A_Review_of_Impulse_Buying_
Behavior
gnu.inflibnet.ac.in:8080/jspui/bitstream/123456789/1351/1/Study%20of%20facto
r%20affecting%20consumer%20impulse%20buying%20behaviour%20for%20ret
ail%20products.pdf
www.slideshare.net/24111993/impact-of-modern-retail-on-kirana-stires
www.slideshare.net/prakashroyal14/a-study-on-buying-behavior-of-customers-
in-big-bazaar
www.ukessays.com/essays/society/study-the-nature-of-impulse-buying.php
www.psychologytoday.com/blog/consumer-behavior/201303/five-reasons-
we-impulse-buy
 APPENDICES

QUESTIONNAIRE

1. Gender
o Male
o Female
2. Which age category do you belong?
o Below 20
o 20-30
o 31-40
o Above 40
3. Occupation
………………….
4. How frequently do you visit Big Bazaar?
o Daily
o Once in a week
o Once in a month
5. Is shopping at Big Bazaar a fun activity for you?
o Yes

o Sometimes
6. What is a more random choice for you while shopping?
o Food

o Accessories
o Electronics
o. Kitchenware
7. Scale of preferences for your choice of products

Strongly Agree Neutral Disagree Strongly

agree disagree
Sales assistance at the o o o o o
outlet
 Credit facility at the o o o o o
shop urge me to
purchase more
More likely to purchase o o o o o
unplanned when there is
a sale
Window display of the o o o o o
products attracts me to
buy the product

8. What do you like most in Big

Bazaar? o Product availability
o Convenience in shopping
o Both
9. Shopping in Big Bazaar, have you ever faced a situation where you wanted to
buy a particular product but end up buying lots of random product?
o. Yes
o. No
10. Do you regret after impulse shopping?
o Yes
o No
o Maybe
11. Does availability of money affect your impulsive buying behavior?
o Yes

o Maybe
12. What do you think which stimulates an unplanned purchase at Kirana stores?
o Credit facility
o Free of tax
o Low price
o All of the above
13. Where do you think that unplanned purchases takes place more?
o Organized retailers like Big Bazaar, malls, etc
o Unorganized retailers like Kirana stores