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International Journal of Research and Analytical Reviews (IJRAR)

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E-ISSN 2348-1269, P- ISSN 2349-5138 | ESTD Year: 2014

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  Paper Title  

A STUDY ON FACTORS INFLUENCING IMPULSIVE BUYING BEHAVIOR IN MILLENNIAL CONSUMERS WITH SPECIAL REFERENCE TO ONLINE PLATFORMS

  Authors

  Prafful,  Dr. S. Boopathy

  Keywords

impulsive buying behaviour , consumer behaviour , external situations , social media , emotion , app based marketing

  Abstract


With growing use of technology and ease of access to an online marketplace , consumers are able to buy products with a single touch . Impulsive buying can be defined as the tendency of a consumer to buy a good or service without planning in the purchase in advance . Impulsive buying can be seen in various products like food items , clothing , jewellery , electronics . it is mostly based on irrational thinking . Marketers in this age are looking to tap into the behaviour to increase the sales . 120 respondents were asked to fill out google forms .This research concluded that device for browsing apps shopping , Number of people accompanying or/and influencing during the impulsive purchase & Abundant income at the start of the month are some of the factors that influence impulsive buying behavior . Though the impact is not that significant , marketers should look into quantifying these variables , by using big data to better understand these factors . Also , Frequency of purchasing a product online also has shown good opportunities that marketers could use , by increasing ads and campaigns to these demographic group to maximize the purchase potential of the consumers .

  Cite this article

  Prafful,  Dr. S. Boopathy,   "A STUDY ON FACTORS INFLUENCING IMPULSIVE BUYING BEHAVIOR IN MILLENNIAL CONSUMERS WITH SPECIAL REFERENCE TO ONLINE PLATFORMS", IJRAR - International Journal of Research and Analytical Reviews (IJRAR), E-ISSN 2348-1269, P- ISSN 2349-5138, Volume.6, Issue 1, Page No pp.858-865, March 2019, Available at : http://www.ijrar.org/IJRAR19J3717.pdf  

  IJRAR's Publication Details

  Unique Identification Number - IJRAR19J3717

  Paper ID - 199997

  Page Number(s) - 858-865

  Pubished in - Volume 6 | Issue 1 | March 2019

  DOI (Digital Object Identifier) -   

  Publisher Name - IJRAR | www.ijrar.org | E-ISSN 2348-1269, P- ISSN 2349-5138

  E-ISSN 2348-1269, P- ISSN 2349-5138

  Cite this article

  Prafful,  Dr. S. Boopathy,   "A STUDY ON FACTORS INFLUENCING IMPULSIVE BUYING BEHAVIOR IN MILLENNIAL CONSUMERS WITH SPECIAL REFERENCE TO ONLINE PLATFORMS", IJRAR - International Journal of Research and Analytical Reviews (IJRAR), E-ISSN 2348-1269, P- ISSN 2349-5138, Volume.6, Issue 1, Page No pp.858-865, March 2019, Available at : http://www.ijrar.org/IJRAR19J3717.pdf

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The IJRAR - International Journal of Research and Analytical Reviews (IJRAR) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world.


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