Essay On Impulse Buying

1: INTRODUCTION
Consumers are of different kind, on the bases of age, Gender, income education level, culture and tastes. Consumer impulse buying pattern is affected by different factors which mainly include Cultural factors, Social factors, Personal factors etc. All these factors influence the consumer in different stages and times and shape the Consumer Behavior accordingly, and consumer selects a product or service in terms of these factors.
Marketers and researchers use different type of tools in order to enhance the promotion of products through impulsive buying behavior of customers. Many variables impact impulse buying behavior of customers. For over fifty years, consumer researchers have strived to form a better definition of impulse buying. Early studies on impulse buying stemmed from managerial and retailer interests. Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences (Rook, 1987)
Impulsive purchasing is, generally defined as, a consumers unplanned purchase which is an important part of buyer behavior. An impulse purchase or impulse buy is an unplanned decision to buy a product or service, made just before a purchase.
Previous research has classified impulse purchasing into four types: pure, suggestion, reminder, and planned pure impulse buying signify a situation where the purchase is outside of the normal purchase behavior and is initiated by emotional appeal. (Jeffrey & Hodge, 2007)
This study partly relies on the previous research of factors effecting impulse buying behavior of custo...

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..., Disagree =2 and Strongly Disagree = 1) where respondents are asked to put tick mark on fifteen statements. These fifteen statements are selected on the basis of variables selected in this study of impulse purchasing. Finally consumers are asked to put a comment about impulse buying behavior purchase. Questionnaire is used to collect primary source of information. While different Websites, related articles and books are the secondary sources of information.

Data Analysis Technique
From the literature review, researcher finds out 3 variables which have significant influence on customer’s Impulse buying behavior. 15 questions are designed on the basis of selected variables found from the literature Review. Which have most influence on impulse purchasing behavior at Gilgit city? Factor analysis is conducted on those 3 variables.
Instrument development selection: