Impulsive Buying Behaviour An Apparels at Acron Arcade, Goa: An Empirical Study

Abstract

The purpose of this research is to examine the various factors of impulsive buying. Al-though impulse buying can be gratifying and pleasant, recent theoretical work suggests that impulse buying can function to overcome negative affective state, depression and low esteem. The study was conducted at Acron Arcade, Apparel section, Goa to know whether factors such as point-of-purchase displays, availability of desired brand, product variety, price of the apparels and services of personnel at the store influence impulsive buying. The present research empirically tests the association of these factors with impulse buy-ing. Results indicate that point-of-purchase displays and availability of desired brand did not significantly influence the customers to indulge in impulse buying. However, the price, variety in apparels and services of the store personnel triggered purchase deci-sions impulsively.