+

“IMPULSE BUYING BEHAVIOR AMONG INDIAN

MILLENNIALS”

A PROJECT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION

BANKING AND INSURANCE

(2018 – 2020)

BY

PAYAL GOYAL

21064

UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT

SCIENCES

PANJAB UNIVERSITY, CHANDIGARH

1
 CERTIFICATE FROM THE CANDIDATE

I, PAYAL GOYAL student of MBA (Baking and Insurance-II) roll No.

21064 do hereby certify that the Project work title “IMPULSE BUYING
BEHAVIOR AMONG INDIAN MILLENNIALS” is a bonafide work
carried out by me.

Signature of the Student

___________________________

Name: Payal Goyal

Branch: Banking and Insurance

Roll No. 21064

Date: 28/08/2020
Place: Chandigarh

2
 CERTIFICATE FROM THE GUIDE

This is to certify that the project work titled “IMPULSE BUYING

BEHAVIOR AMONG INDIAN MILLENNIALS” is a bonafide work
carried out by PAYAL GOYAL Roll No. 21064 a candidate for the
MBA Banking and Insurance examination of the University Institute of
Applied Management Sciences under my guidance and direction.

Signature of Guide

Name:
Designation:
Name of the Organization:

3
 ACKNOWLEDGEMENT

The project is for learning task which gave me exposure to understand the
Impulse buying behavior among Indian millennial, for completing a
project like this one takes the effort and quality inbuilt.

Although this project report is being brought in my name, it bears an

imprint of guidance and cooperation of many individuals. Several persons
with whom I integrated have contributed significantly to the successful
completion of the project study. In the successful and trouble completion
of my final term project title ‘Impulse buying behavior among Indian
millennial’ I am grateful to many people for giving me all kind of support
that I needed.

I extend my deepest and sincere thanks to my project guide, Mr.

Jagandeep Singh for his valuable support and guidance throughout the
project by which I could manage to enrich my skills and got benefited
with the hard-core learning.

I really appreciated their involvement in the project as I went along and

also inculcate all the points that help significantly with the growth in my
learning. It has been an absolute honour to work and learn from them,
without their kind supervision the project would not have completed.

4
TABLE OF CONTENTS

S.NO PARTICULARS PAGE NUMBER

Chapter 1:
1.1. Introduction
1.2. Criteria to define Impulse Buying
1.3. Types of Impulse Buying
1 1.4. Factor Influencing Impulse Buying 7 - 17

Chapter 2:
2 2.1. Objective of the study
2.2. Need of the study 18 - 19

Chapter 3:
3 Literature Review 20 – 26

Chapter 4: Research Methodology

4.1. Methods of Data Collection

4.2. Source of Data Collection
4.3. Tentative Research Plan Used
4.4. Sampling
4.5. Sample Size
4.6. Research Instrument
4.7. Measurement
4.8. Tools Used For Interpretation of
Data
4.9. Validity and Reliability
4.10. Analytical Tool Used
4 27 - 31

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 Chapter 5:
5 Data Analysis and Interpretation 32 – 45

Chapter 6:
6 Problem Statement 46 – 47

Chapter 7:
7 Result and Discussion 48 – 50

Chapter 8:
8 Conclusion 51 – 53

Chapter 9:
9 Bibliography 54 – 55

Chapter 10:
10 Annexure 56 – 60

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 CHAPTER 1

INTRODUCTION

7
1.1. INTRODUCTION

Impulse purchase or impulse buying describes an unplanned

decision to buy a product or service and made just before a
purchase. One who tends to make such purchases is referred to as
an impulse purchaser. Impulse items can be anything, samples,
new product or well-established products at surprising low
prices. The impulse purchasing is the result of an exposure to a
stimulus, and is decided on-the-spot. It is a spontaneous,
immediate purchase without pre-shopping intentions either to
buy a specific product category or to fulfill a specific buying
task. Impulse buyers start browsing without having a purpose. As
customers browse, they are exposed to the stimuli, which triggers
customers urge to purchase that is initiated spontaneously upon
confrontation with a particular product which gives the feeling of
pleasure and excitement. When impulse consumers consider the
aspiration to purchase, they construct a procure decision with no
penetrating for data and information or appraising best possible
alternatives. Then, customers may face positive or negative
outcomes after the impulse purchase. In this progression,
shoppers are prejudiced by inner and outside things that generate
the impulse behaviour. Impulse buying disrupts the normal
decision making models in consumer’s brain. The logical
sequence of the consumer’s actions is replaced with an irrational
moment of self-indulgence. Research findings suggest that
emotions and feelings; both positive and negative, play a
decisive role in purchasing, triggered by seeing the product to a
well-crafted promotional message. Marketers and retailers tend
to exploit these impulses.

8
For instance, a person may not be specifically looking for mints
or candies while in a supermarket. However, such items are
prominently displayed at the checkout to trigger impulse buyers
to buy what they might not have otherwise considered.
Alternatively, impulse buying can occur when a potential
consumer spots something related to a product that stirs a
particular passion in them, such as seeing a certain celebrity’s
picture on the cover of a certain magazine or a bag of favorite
color.

With the increasing number of shopping centers, increase in

disposable income, growing independence of youth, joint family
shrinking to nuclear size, exposure of a consumer to hundreds of
promotional messages in a day, access to online retailers, and
Point of Sales terminals favoring debit or credit card facilities
impulsive buying among consumer is rising. Moreover,
marketers and owners capitalize on this phenomenon by
stimulating customers to purchase based on a range of attractive
store-related attributes like display, store layout, ambience, and
good service quality. Several researches have been conducted
worldwide where it is observed that impulsive buying is
prevalent in retail stores. Thus, the objective of this study is to
identify those key factors that influence consumers buying
behaviour and examine the association between those influencing
factors and impulsive buying behavior. Further, an overall
impulsive buying behavior of consumers who visit supermarkets
is to be analyzed. This research tries to identify various factors
that trigger consumers in making impulsive purchase decisions
while in supermarkets. Next, it also tries to examine the
relationship between the various factors and impulsive buying
behavior of the consumer.

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1.2. CRITERIA TO DEFINE IMPULSE BUYING

Three main criteria to the impulse buying definition are:

• The purchase should be unplanned i.e. there is no buying

intention prior to the entrance of the consumer into the
store.

• Stimulus is what triggers impulse buying whether it is

reminder, environmental manipulations or any other factor
influencing behaviour or the buyers own thoughts.

• The purchase decision is made on-the-spot i.e. an impulse

purchase is spontaneous, sudden and occurs at the point of
sale. This means that the purchase is made immediately
after the buying decision.

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1.3. TYPES OF IMPULSE BUYING

The four distinct types of impulse buying:

• Pure Impulsive Buying:

Pure Impulsive Buying is a purchase that breaks the normal

planned shopping pattern. This category is strongly
connected to emotions and the impulsiveness is very high.
It occurs because of a want to escape or because the
product is a novelty. The consumer is not looking for the
product at all but feels a strong emotional want. Low price
is a common trigger to this category. It is also called on
classic impulse buying.

• Suggestion Impulsive Buying:

When seeing a new product for the first time and a need
develops in the shopper that can only be satisfied by buying
it. This purchase can turn out to be a rational or functional
purchase decision but the purchase is not planned because
the consumer has no previous knowledge about the
product. That is why visualization in the store is the key
factor for the purchase.

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• Reminder Impulsive Buying:

When a product is suddenly reminds the consumer that they

need it. There already exists an unconscious need for the
product which implies that the consumer has previous
knowledge about the product. The reminder impulse can
also remind them about a particular advertisement or
information previously noticed by the consumer, which
now makes the consumer take the opportunity of
purchasing. The difference between reminder impulse
buying and suggestion impulse buying is that the product is
known to the consumer in the first but not in the latter
situation.

• Planned Impulsive Buying:

When entering into a shop the consumer has thought in

mind to buy something. They already noted down in the
shopping list but the choice of what kind of product, brand,
size or price etc. has not been determined. Instead special
offers and other stimuli such as salespersons, influence the
decisions inside the shop. The actual decision is made at
the point of sale.

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1.4. FACTORS INFLUENCING IMPULSE BUYING

According to past studies, Researchers found that Indian

consumers have diametrically changed in terms of their shopping
behavior and impulse buying is emerging as a highly noticeable
behavior due to entry of foreign products in Indian market,
growth in organized retail industry, increasing disposable
income, favorable demographic segmentation and changing
culture & lifestyle. Researches of impulse purchasing in sub-
continent countries have observed that some variables like time
availability gender, mood, materialism, age, culture, availability
of money, product category and product price are common
factors which influence their impulse buying behaviour.

• Materialism also influence impulse buying as materialistic

person desire to enhance their social status by spending
more money to acquire more material things, which often
might lead to impulse buying.

• Furthermore, the income of the consumers also influence

impulse buying behaviour as higher-income reduces the
constraints to act impulsively thereby leading to increased
impulse buying, it is expected that higher income would
display higher impulse buying.

• Impulse buying is emerging as a highly noticeable behavior

due to entry of foreign products in Indian market, growth in
organized retail industry, increasing disposable income,
favorable demographic segmentation and changing culture
& lifestyle.

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• Shopping environment also influence the buying behaviour
of consumer as when the aroma and ambience of the mall
or retail shop, saloon, gym or any other physical
surrounding are good shopper would like to shop from their
even if they like other stimulating factor. Good
environment trigger their impulse buying behaviour.

• Gender plays an important role as women tend to more

impulsive than men. As women usually buy Jewelry,
clothes, shoes, handbags and accessories with impulse
buying behavior because this kind of products does not
need to more search. When a woman sees a shoe or clothe
in store that even if she does not have any plan to shopping,
she probably buys it. On the other hand, men usually buy
high-tech, electronic and sports equipment, and these kinds
of products need detail search even if he needs it as soon as
possible.

• Age factor also influence the impulse buying behaviour of

the shoppers because people having no responsibility of
raising families can shop the way they spend money even if
it is unplanned as compared to the people who also need to
take care of their families. And also more educated
consumers are likely to shop impulsively as they are
influenced by their position and placement in society.

• Price is a factor that affects impulse purchases an item with

low price make shoppers feel that they are paying less than
the originally planned. When there are sales or product
discounts, the consumer impulses triggers and they buy the
product on the spot.

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• An individual affective state or mood has been found to be
one of the important determinants of impulse buying. If an
individual is in a good mood, he or she tends to reward
himself or herself more generously and therefore, tend to be
more Impulsive while buying the commodities.

• The more numerous the outlets in which an item is

available, the more opportunities the consumer has to find
and buy it. Since he/she is not shopping specifically for the
item, it should be made available to him/her in as many
places where does they shop as possible.

• Due to increase in geographical boundaries India is phasing

a massive cultural change which leads to adoption of
western culture among millennial and they are doing
impulsive buying to maintain their social status in the
society.

• Increasing rate of digital metamorphosis in India, where the

internet user’s penetration is expected to rise in 28% in
2016 to 59% in 2021. The marketers can utilize digital
communication and emphasize the relative rationality of
impulse buying in their promotion activities.

• To encourage the impulse buying markets may reduce the

risk perception associated with the product by introducing
easy return policies, increasing store hours, enabling credit
facility and proving discount offers etc. which will
influence them to make impulse purchase.

• Advertisement is also an important determinant as when

marketer advertise the product in such a way that they
catches customer attention and develop an urge to buy that
particular product with the help of their creative marketing

15
 techniques. This will trigger consumer impulse buying
behaviour while seeing the similar product in the market.

The findings derived from this research are of academic

advantage and contribute to the existing knowledge of the
researched and also benefiting other student and non-student
researchers. It is also helpful particularly to marketers and
owners of the stores to better understand their consumers.
In addition, this research helps consumers gain an insight into the
true reasons behind their impulsive buying behavior in a
supermarket setting. Many a times, consumers themselves are
unclear about why they purchase more than what they had
initially thought before entering a stores. Though the survey is
conducted in a formal and structured manner, there are still some
major limitations. Often consumers are unaware of their
impulsive buying behavior and may fabricate their answers when
filling out survey questionnaire. Sometimes, consumers may
justify their purchases as being planned and rational rather than
being impulsive. Moreover, information provided by respondents
may vary in different situations. Due to limited time and budget,
the study is conducted in a geographical restriction with a limited
number of respondents. In addition, number of variables taken
into consideration for evaluation is limited. Overall, the whole
study is based on an assumption derived from past studies and
researches in international context. For the ease of readers, the
study is divided into five different sections. Section one is
followed by section two which includes literature review. It
comprises of viewpoints from different writers’ articles, reports
and journals that have been published and support the idea of this
report. Likewise, this section is followed by section three which
includes research methodology reflecting methodologies to
obtain data for the research and analyze results. It highlights

16
research design, sampling, sample size, nature and sources of
data. Next is section four which consists of results and its
interpretation through tables and statistical methods. The last
section consists of conclusion and recommendation.

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 CHAPTER 2

OBJECTIVE AND NEED OF

THE STUDY

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2.1 OBJECTIVES OF THE STUDY

The Primary objectives of the study is to understand the impulse

buying among Indian millennial.

In tune with the primary objective, the following secondary

objectives were framed:

• To examine the factors influencing impulse purchase,

• To evaluate the stimuli that triggers impulse buying among
the millennial.

2.2 NEED OF THE STUDY

Need of the study is to identify the impact of various factors like

Income and materialism, that trigger consumers in making
impulsive purchase decisions. The findings derived from this
research is benefiting other student and non-student researchers.
It is also helpful particularly to marketers and owners of
supermarkets and retail stores to better understand their
consumers and occasion where the consumers display irrational
purchases. Accordingly, they can take advantage of this and
present stimuli in supermarket settings that trigger impulse
buying behavior among consumers.

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 CHAPTER 3

REVIEW OF LITERATURE

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There are several studies which have indicated the significance
of a growing trend towards unplanned purchasing.

• Unplanned purchases are commonly found in drugstores

(Vernon, 1950), in supermarkets (Nemours and
Wilmington, 1965), departmental stores and discount stores
(Kanti, 1975).

• (Kim, 2009) “The purpose of this paper is to understand the

external and internal factors that influence impulse buying
in shopping. A survey were conducted to explore the effect
of different external impulse trigger cues on impulse-
buying behaviour and also to examine how internal factors
of impulse buying , affective and cognitive state, normative
evaluation are related to impulse-buying behaviours.

• Both men and women were found different with respect to

affective process components, including irresistible urge to
buy, positive buying emotion, and mood management, and
cognitive process components, including cognitive
deliberation and unplanned buying with the exception of
disregard for the future (Coley, 1999).

• Vyas (2015), Consumers subconsciously assign subjective

value to package based on their shape, colour and size.
Thus different packaging elements have functional
implications on users mind. Also, different demographic
variables like age group, gender, professional involvement
and educational status influence the responses in
packaging. It helps consumer to choose, get an impression
about the product and repurchase the product. It influences
consumer response towards the product which lead to
impulsive buying. Packaging strategies exert an influence

21
 on time taken for purchase, brand promotion and
communicate about the brand.

• Cho and et al. (2014), in-store browsing and positive mood

of consumers are the strongest influential factor of impulse
buying. Consumers with positive mood inspire them to
travel more sections and encourage consumers to have
companies along with their friends and making them
excited, responding more favorably to the and products
evaluation stimulus exposure.

• Azim (2013), customers having high good dynamic store

environment makes more impulse purchases. And increase
the impulse buying behavior of people, retailers have to
give a good atmosphere to their customers inside the store,
and marketers must know about different consumer
tendency to attract the right consumer.

• Chen (2008), Impulse buying tendency and product

involvement are good predictors of impulse buying for
clothing but not sufficient for computer peripherals in
traditional store shopping. Another major finding outlines
the emerging role of the Internet as a competing marketing
channel. Products like clothing cannot be tried on and can
be presented only in pictures and words online, greatly
inhibiting the likelihood of impulse buying compared to in-
store shopping. However, the same does not apply for
computer peripheral.

• Ekeng and et al. (2012), Age of the shoppers and impulse

buying behavior are inversely related because adolescents
having no responsibility of raising families and they do not
bother about the way they spend money even if it is
unplanned as compared to older people. And also more

22
 educated consumers are likely to shop impulsively as they
are influenced by their position and placement in society.

• Saraswat and et al. (2012), India more likely do impulsive

buying because of economic reasons as promotional offers
helps in getting monetary benefits. Different dynamics of
advertisement like advertising in print and visual media by
celebrities, advertising using 3-D effect, hoarding and
pamphlets of product and event organizes by the
organization positively affect majority of respondents into
impulse buying. This reflects a pivotal relationship between
respondents’ impulse buying behaviors and impact of
advertising campaign used in practice to enhance impulse
purchase decisions.

• Customers who have more resources, relative to

participants who do not have much resources, felt stronger
urges to buy, were willing to spend more, and actually did
spend more money in unanticipated buying situations
(Kathleen and Ronald, 2007).

• Materialistic individual showcase a desire to spend more

money and to acquire more material things, which often
might lead to impulse buying. (Tatzel, 2002)

• Retail businesses are undergoing enormous trend

worldwide just because change in consumer choice, taste,
preference & 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 associated with consumer’s
purchasing attitude has physical charm of a store influences
customer choice of store (Alireza & Hasti 2011).”

23
• Visual Merchandising 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 is to instruct consumer and increase
the store & company’s illustration and support copious and
displaying goods with each other and with accessories
(Silayoi & Speece 2007). 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 consumer can
make purchase decision self-surely (Fring 1999).”

• According to Hasti & Yarahmadi (2011) 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 2006).”

• One of the factor which effects most of the consumers is

cheaper prices, the negative impact persuade by surprising
price rising may control spending and consumer shifts on
other goods, even as positive influence persuade by
amazing price drops may increase impulse buying. It
describes price have a major influence on impulse
purchasing (Ahmed & Kazim 2011).

• Retail businesses are undergoing enormous trend

worldwide just because change in consumers choice,

24
 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 2011).”

• Situational factors are external stimuli that influence the

consumers at the moment of buying on impulse (Kacenet
al., 2012). Normally it is not under the control of the
consumers but direct influence on impulse buying
behaviour. It consist of five dimensions and each
dimension i.e. store environment (Liao et al., 2009), social
influence (Mattila & Wirtz, 2008), time (Foroughi et al.,
2012), money (Foroughi et al., 2012), and credit card
available (Ruzita et al., 2014) has relationship with impulse
buying behaviour.

• Personal factors refer to an individual who has chronic

characteristics that reside within the person, and also
influence on buying behaviour (Sharma et al., 2010). Past
research indicate that personal factors such as mood (Yoon,
2013), hedonic motives (Yu & Bastin, 2010), lack of
control (Shen & Khalifa, 2012), extraversion (Badgaiyan &
Verma, 2014) and materialism (Bae, 2013) have
relationship with impulse buying behavior (Vohs & Faber,
2003; Badgaiyan & Verma, 2014).

• Demographic factors such as age, income, gender,

education, qualification, marital status and nature of job,
have been investigated as influential factors of impulse
buying behavior of consumers in previous studies. (Bashar

25
 etal. 2013) confirm that the demographic factors influence
impulse buying behavior.

• Cultural transformation exhibit higher level of materialism

which brings changes in lifestyle of consumers leads to
influence on impulsive buying behaviour (Ger & Belk,
1996).

Based on the critiques from past literatures, the study propose

that situational, personal and demographical factors influence
impulse buying behaviour of the millennials. The literature
reviewed suggests that Generation-Y or the millennials around
the world exhibit various types of impulse purchase. Hence, the
present study gains importance in analyzing the impulse
purchase behavior of the youth segment of the population.

26
 CHAPTER 4

RESEARCH
METHODOLOGY

27
This chapter describes the research methodology which is
applied during this whole project.

4.1. METHOD OF DATA COLLECTION

There are several ways of collecting the appropriate data which

differ considerably in context of money costs, time and other
resources at the disposal of the researcher. The two types of data
are Primary data and Secondary data. Primary data is the first
hand data i.e., collected from the responses of the respondents
and the Secondary data is the data collected by referring
manuals, journals and intranet, websites and the final data will be
analyzed systematically to achieve the desired result.

4.2. SOURCE OF DATA COLLECTION

In this study Primary source of data is selected to collect the data

from the direct respondents by using survey method which is
convenient for both the researcher and respondent as the
responses is comparatively more in online survey as compared to
traditional source of data collection. A structured questionnaire
was made in Google form using Likert Scale and was send it to
millennial to get the fair responses directly from the respondents.

4.3. TENTATIVE RESEARCH PLAN USED

a. Understood a Questionnaire.
b. Took surveys based on that questionnaire.
c. Analyses the data based on the feedback.

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4.4. SAMPLING

Convenience sampling is used to carry out the research it is of

non – probability sampling method where the sample is taken
from a group of people who is easily contacted or reached. This
type of sampling is also known as grab sampling or availability
sampling. There are no other criteria to the sampling method
except that people be available and willing to participate. In
addition, this type of sampling method does not require that a
simple random sample is generated, since the only criteria is
whether the participants agree to participate.

4.5. SAMPLE SIZE

In order to fulfill the requirement of research objectives a total

number of 131 respondents have been taken who are in between
the age group of 18 – 35 year by using convenience sampling
technique. Most of the respondents were residents of Chandigarh
as they are easily approachable.

4.6. RESEARCH INSTRUMENT

The main methodology chosen for this study is the questionnaire

survey method. Primary data is obtained through a structured
survey questionnaire. The questionnaire consists of close-ended
questions. Total 12 questions were asked among which 3
question is about basic details of the respondents and rest of
them are about their impulsive behaviour.

29
4.7. MESUREMENTS

For the purpose of the study, respondents were asked to mark on

different statements. Which was framed on five point Likert
scale. The response scales for each statement in the survey
questionnaire were as:

1. Strongly agree 2. Agree 3. Neither agree nor disagree 4.

Disagree 5. Strongly disagree.

4.8. TOOLS USED FOR INTERPRETATION OF

DATA

The research instrument such as questionnaires was used to make

project clearer which was prepared to collect responses of the
people and the tools used for interpretation of data makes the
study easily understandable and analyze the data more precisely
and accurately. Basic tools used in the study are:

• Bar charts
• Pie charts

4.9. VALIDITY AND RELIABILITY

The questionnaire was constructed by doing extensive review of

related literature and by taking reference of various research
papers. Expert opinion was also incorporated in every aspect of
the study.

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4.10. ANALATICAL TOOL USED

Microsoft Excel:

In Order to analyses the data collected from the survey and

calculate it so as to arrive on a conclusion the tools used is MS-
Excel. It is a spread sheet application developed by Microsoft for
Microsoft Windows and Mac OS X. It features calculation,
graphing tools, and a macro programming language called Visual
Basic for Applications. It has been a very widely applied spread
sheet for these platforms. Charts were used to make project more
clear and easy for readers to understand the data analysis
graphically. Pie Charts, Line Graphs and 3-D graphs were used
while analyses the data.

31
 CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION

32
Q1. What is the gender of respondents?

Gender

46% Male
Female
54%

FIGURE 1

Analysis:
In the above figure 1, it is shown as the male respondents are
more than the female respondents. Gender plays an important
role in buying process as both genders have different needs and
demands. It also helps marketers to decide how to influence
impulse buying behavior of particular gender by observing their
perception towards the product.

33
Q2. What is the age group of respondents?

Age

4%
11%

20 and below
21-30
31-35

85%

FIGURE 2

Analysis:
As we can see in the above figure 2 the respondents lies in the
age group of 21-30 constitutes the majority part of the survey
that is 85%. Whereas there is only 4% respondent who comes
under the bracket of 20 and below. Age group plays a vital role
in influencing the buying behavior of the consumer. Age
classification is essential for marketer because they target the
consumer different age exhibit different perception towards
products.

34
Q3. What is the Annual Family Income of
respondents?

Annual Family Income (In Lakhs)

15%

27%
0-5
8%
5-10
10-15
15-20
20 and above
24%
26%

FIGURE 3

Analysis:

As we see in the above figure, maximum respondents come in

the category of 0-5 lakhs of annual family income. After this
bracket, the more respondents come under the category of 5-10
lakhs and 10-15 lakhs of annual family income. Income affects
the buying behaviour as higher the income of the consumer
higher will be the impulse buying and consumer will buy those
products also which are not mentioned in their shopping list.
Income is the most influential factor while we talk about impulse
buying behavior of the consumers.

35
Statement 1 - I often buy things spontaneously.

I often buy things spontaneously.

45

31

19 20
16

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 4

Analysis:

In the figure 4, it can easily observe that maximum respondents

are neutral about the statement asked and 31 respondents are
agreeing where 20 are disagreeing with the statement. 19 of them
are strongly agreed with the statement and 16 are strongly
disagreeing with it.

36
Interpretation:

As we have analyses, most of them are neutral about the

statement that means they are neither agree or nor disagree as
they sometimes buy thing spontaneously not always. On the
other hand, 31% and 19% people are agree and strongly agree
with the statement respectively, that means the marketers can
easily trigger these people impulses by setting offers, discounts,
easy mode of payments and availability of different varieties of
products.

Statement 2 - "Just do it" describes the way I buy

things.

"Just do it" describes the way I buy things.

32
31
28

22

18

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 5

37
Analysis:

In the Figure 5, it can be observed that 32 % of the respondents

disagree with the statement whereas 28% are agree with the
statement and 31% of the respondents feel neutral about the
statement.

Interpretation:

As we have analyses, 32% respondents are disagree with the

statement that means marketers need to understand their buying
behaviour more closely and compare it with people who are
agree or strongly agree with the statement and do certain changes
accordingly so to trigger the impulses of disagree people and
maximize their sales.

Statement 3 – I often buy things without thinking.

I often buy things without thinking.

40

21 22
18
13

Strongly Agree Agree Neutral Disagree Strongly

Disagree

FIGURE 6

38
Analysis:

In the above Figure 6, 40% respondents are disagree with the

statement and 21% are agree with it and 22% feels neutral about
the statement.

Interpretation:

As we have analyses, maximum number of respondents are

disagree with the statement that means mostly people think
before they purchase and that is why the marketers need to
influence the consumer with the help of various factors that
trigger their impulses and they will buy the product without
giving it any thought.

Statement 4 – "I see it, I buy it" describes me.

"I see it, I buy it" describes me.

35 34

23 23

16

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 7

39
Analysis:
In the above Figure 7, 35% respondents feel neutral about the
statement asked and only 16% are strongly agree with it. But
34% are disagreeing with the statement.

Interpretation:
As we have analysis, most of the respondents are either neutral
or disagree with the statement that means the marketers need to
display the product in such a way that when consumer see the
product it triggers their impulses and they will buy it at the
moment.

Statement 5 - "Buy now, think about it later"

describes me.

"Buy now, think about it later" describes me.

43

37

20 19

12

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 8

40
Analysis:

In the above Figure 8, the data clearly shows the maximum

respondents are strongly disagree with the statement and only
12% are strongly agreeing with it.

Interpretation:

As we have analysis, most of the respondents are strongly

disagree with the statement that means the marketer do have to
put some efforts and by understanding the consumer buying
behaviour they need to influence them with the help of various
factors influencing their impulse buying behaviour like providing
them an EMI option so that they buy it now and think about it
later result in increasing the sale volume and firms profitability.

Statement 6 – Sometimes, I feel like buying things on

the spur-of-the-moment.
Sometimes, I feel like buying things on the spur-of-the-moment.

40

35

26

16
14

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 9

41
Analysis:

In the above Figure 9, 40% feels neutral about the statement and
35% are agreeing with it that shows people are impulsive buying
things on the spur of the moment.

Interpretation:

As we have analysis, most of the respondents are either feel

neutral or agreeing with the statement that means people have
impulse to buy thing on the spur of the moment. The marketer
need to trigger their impulses and attract them by providing extra
benefits and increase the sales as they are their actual target
customers.

Statement 7 – I buy things according to how I feel at

the moment.
I buy things according to how I feel at the moment.

40 41

19
17
14

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 10

42
Analysis:

In the above Figure 10, 41% feels neutral and 40% are agreeing
with the statement and only 14% are strongly disagreeing with it.

Interpretation:

As we have analysis, maximum respondents are either agreeing

or feels neutral about the statement that means the consumer
behave impulsively according to how they feel at the moment so
the marketer need to set up things in such a way that people feels
like buying things at the moment like aroma, beautiful ambience,
good lighting, big mirror etc. these things trigger their impulses
and sale volume will increase.

Statement 8 – I carefully plan most of my purchases.

I carefully plan most of my purchases.

37
33 32

16
13

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 11

43
Analysis:

In the above figure 11, 37% and 33% respondents are agreeing
and strongly agreeing with the statement respectively, and only
16% are disagree with it.

Interpretation:

As we have analysis, maximum number of people are agreeing

that they carefully plan their purchases that means marketer need
to influence the consumer in such a way that they will buy the
products which are not there on the list or which are unplanned
because of marketers strategies to trigger their impulses like one
on one offers, display of the product etc.

Statement 9 – Sometimes, I am a bit reckless about

what I buy.
Sometimes, I am a bit reckless about what I buy.

44

38

19 19

11

Strongly Agree Agree Neutral Disagree Strongly Disagree

FIGURE 12

44
Analysis:

In the above Figure 12, 38% respondents are agreeing and 44%
feels neutral about the product and only 19% are disagreeing
with it.

Interpretation:

As we have analysis, maximum respondents are agreeing with

the statement that means marketer need to keep a close focus on
these people and do things that will influence their reckless
behaviour while buying.

45
 CHAPTER 6

PROBLEM STATEMENT

46
This study is conducted under certain limitations –

Firstly, in this study the respondents were mostly students.

Professionals are not involved in this study.

Secondly, the number of participants is limited as the research is

conducted within the contacts through online mode for the
convenience of researcher and respondent and therefore, whole
population is not participated in this research.

Many times consumer themselves are unclear about why they are
purchasing more than what they had initially thought. They are
unaware of their impulsive buying behavior and may fabricate
their answers when filling out survey questionnaire.

The study is measure the impulse purchase behavior on five

point Likert type scale. Some says more exhaustive scale could
help to improve the outcomes.

Furthermore, the selected factors are limited and biased the

respondents have taken the factors as per his own opinion. So
they are not providing true pi of the study.

Also, some consumers feel hesitate and uncomfortable to share

their views on the study.

Lastly, the responses of the study may vary in different situations

as stimulating factors may influence on impulse buying among
millennials.

47
 CHAPTER 7

RESULT AND DISCUSSIONS

48
➢ The result of the study reveals that the materialistic Indian
millennials display impulse buying. The marketing
strategist and businesses should lay close focus on
millennials as an important market segment because there
is more involvement of the millennials in buying which
ensures more chances of impulse buying and this will
increase sale volume and firms profitability.

For encouraging impulse buying among millennial

marketers might do something like –

o They might reduce the risk perception of the

consumer associated with it by introducing easy
return policies, increasing store hours, enabling
credits, offering discounts, etc.

o They might look to design stimulating atmospheric in

the store to reduce customer negative assessment on
impulse which leads to encourage purchasing.

o Once the marketer reduces the risk perception and

negative assessment the consumer might consider the
product they buy is more than a commodity and
satisfy their materialistic desires. Hence, this makes
consumer more comfortable with impulse buying.

➢ The result of the study also finds that Indian millennial

engaging in impulse buying disregarding their financial
status. Consumer must realize that there impulse towards
purchasing is not bad but they should also consider the
determinant effects of it. As the materialistic consumer
sometimes spend more than their financial capacity and
burdened under debts which leads to damaging

49
consequences like credit card defaults. So the consumer
needs to aware that marketer’s put their efforts to
encourage for impulsive buying but they may have to
choose either to do it or not considering their financial
capacity.

50
CHAPTER 8
CONCLUSION

51
CONCLUSION

Impulse purchase or impulse buying describes an unplanned

decision to buy a product or service, made just before a purchase.
Generation-Y is very susceptible to impulse buying and the
marketer needs to build their strategies accordingly. From the
research it was found that Instant gratification, No prior thinking
before buying, Trend setters, Impulse buying were among the
major factors that influenced impulse buying. Also the external
stimuli that mostly triggered impulse buying among the
millennials were quality and design of the products and the
internal stimuli were need, curiosity and trendy. The study are
useful to the retailers to improve their merchandise assortment
and shopping environment, including store displays, to trigger
impulse purchase. In a highly competitive environment, with the
growth of hyper marts and super marts, it would be useful to
examine impulse buying behavior among millennial.

The goal of this research is to get an insight into the impulsive

buying behavior of consumers and the factors that affect or
trigger those impulses. From the research that is conducted
among a considerably representative set of sample size,
impulsive buying is a very common phenomenon among
consumers. Some of the factors that are triggering impulsive
buying behavior among consumers are Availability of cash,
Mood of consumer, Point on Sale terminal, ATM facility, Price,
Store Layout, Availability of time, Product Promotion, Store
Environment and Reference Group. Nine out of eleven variables
do have an influence on consumers for impulsive purchase.

52
From the above findings, it is clear that consumers are aware of
their impulsive buying behavior and factors that trigger this
behavior. However, it is equally important for retailers to
understand the power of impulse purchasing behavior of the
consumers and the potential financial rewards for the retailers
who can maximize this effect. Therefore, in order to capitalize on
this phenomenon of impulsive buying behavior and make the
consumers actually spend more than they intended to retailers
and owners should deeply study these factors. To ease customers
shopping and trigger there impulses.

53
 CHAPTER 9

BIBLIOGRAPHY

54
BIBILIOGRAPHY

Shaon Sen and Smitha Nayak (Dec. 2019), Indian Journal of

Marketing.

Dhananjoy Datta, Bhaskar Sharma (2017), “Impulse Purchase

Behavior among the Millennials at Agartala,Tripura, India”,
International Journal of Marketing & Financial Management.

Vidha Pradhan,(2016), Study on Impulsive Buying Behavior

among Consumers in Supermarket in Kathmandu Valley, Journal
of Business and Social Sciences Research (JBSSR).

Mustafa Unsalan, (2016), Stimulating Factors of Impulse Buying

Behaviour.

S.Aruna & Dr. P. Santhi, (2015), Impulse Purchase Behaviour

Among Genration-Y, The IUP Journal of Marketing
Management.

55
CHAPTER 10

ANNEXURE

56
This is Payal Goyal a student of UIAMS, Panjab University
Chandigarh as part of the MBA Banking & Insurance 4th-
Semester Marketing Research Project. This is a questionnaire
intend to collect the responses of Indian Millennial's regarding
ImpulsiveBuying.

Q1. Gender?

• Male
• Female

Q2. Age?

• 20 and below
• 21-30
• 31-35

Q3. Annual Family Income? (in Lakhs)

• 0-5
• 5-10
• 10-15
• 15-20
• 20 and above

57
Q4. I often buy things spontaneously.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q5. "Just do it" describes the way I buy things.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q6. I often buy things without thinking.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

58
Q7. "I see it, I buy it" describes me.
• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q8. "Buy now, think about it later" describes me.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q9. Sometimes, I feel like buying things on the spur-of-the-

moment.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

59
Q10. I buy things according to how I feel at the moment.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q11. I carefully plan most of my purchases.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q12. Sometimes, I am a bit reckless about what I buy.

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

60