THE IMPACT OF DIFFERENT FACTORS IN CUSTOMERS LEADING TO IMPULSIVE BUYING: A REVIEW STUDY

Abstract:

Purpose:The study aims to study all the factors which directly or indirectly influence customers to buy products impulsively at retail stores. The buying behaviour is induced by many stimuli, the effect of which is studies here.Design/Approach/Methodology:The paper is a review study where an attempt is made to study all the factors driving impulsive buying at retail stores. To study all the factors, reputed journals have been considered whose purposes meet the requirement of this study.Findings:Personality is a major influence in impulsive buying. Different personalities react differently to impulsive buying. The Big Five Personalities play significant role in the study. Previous research clearly shows this. Other important factors are store displays (attracts customers instantly), product offerings, and product designs. Pricing strategies play vital role here where great discounts induce more shopping. Advertisements and the way advertising is utilized is also a factor inducing impulsive buying. Finally, the quality and skills of the sales people are the one of the essential elements here. These factors play significant role in promoting impulsive buying. The study is a theoretical framework which highlights the facts that in-store displays, personality of customers and pricing strategies play important role in persuading for impulsive buying. Over the years the trend has seen commendable growth and scope and will remain since this behaviour is responsible for the generation of profits in the companies Originality:The paper is an original work where the previous done work has been considered and accordingly the findings are being discussed with future scope.