The Impulse Buying Behaviour of Consumes for the FMCG Products in Salem
Journal Title: International Journal of Management Research and Social Science - Year 2015, Vol 2, Issue 2
Abstract
This paper is an attempt to find the variables/factors that effects customer impulse buying behaviour in FMCG sector considering retail market in India. The impact of various impulse buying factors like sales and promotions, placement of products, window merchandising, effective price strategy etc on customer impulse buying behaviour has been analysed. A hypothetical model has created in this paper, which has been taken into consideration for our research work on impulse buying behaviour of the consumers. The study is based on the primary data collected from Shopping malls, Handlooms and marts from the area of Salem with the help of structured questionnaire on likert scale. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis. After the analysis of the available data it has been found out that since income of individual is increasing and more and more people are moving towards western culture in dressing sense, in eating etc so the purchasing power of the people has really gone up and thus the impulse buying of the commodities is on a great increment mainly due to pricing strategies of retail players and full of festivals throughout the year.
Authors and Affiliations
Vinayagamoorthy A
Keywords
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