A STUDY ON THE CONSUMER'S IMPULSIVE BUYING BEHAVIOR IN A GENERAL HYPERMARKET
Journal Title: GJRA-Global Journal For Research Analysis - Year 2019, Vol 8, Issue 9
Abstract
Indian retail industry in the world plays a vital role inthe overall development of the economy. An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase. We are a growing economy with a real GDP growth rate between 7-8%. The study attempted to analyze the impulsive buying behaviour of customers and to make suggestions to the Industry. The necessary data for the study was obtained from the customers of hypermarket through questionnaire and observation. The study helps to gain knowledge about the impulsive buying behaviour of customers.
Authors and Affiliations
Shibli K
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