• Umesha s
• Dr. MariGowda S

Abstract: In the present scenario, retailers are progressively making use of various in-store influencers for converting browsers to spenders in order to attain their marketing goals. The phenomenon of impulse purchasing has been studied to formulate marketing strategies to survive in the competitive marketing environment. The study intended to identify perception associated with impulse buying behavior in organised retail outlets. The study is used the primary data gathered from organised retail store’s consumers in southern Karnataka with the help of a structured questionnaire and mall-intercept interview by using stratified sampling method. Appropriate statistical methods like mean, standard deviation and Independent-sample t-test are used to analyses the data. The study found that the highest mean value is 4.0784 indicating good offers causes for impulse buying when markers applied this strategy to enhance sales. The study empirically proved that there is a statistically significant relationship between the conditions specifically good offers, Cashless transactions, window display, sales person’s communication, fee as prestigious, encouraged by family members, encouraged by friends, brand loyalty, new trend and specialty of product, income status and spending more time while shopping which denoted the p-value is smaller than 0.05.

impulse buying behavior, influenced factors, purchase decision, organised retail stores

"“Impulse buying in the organised retail outlets: A study of consumer buying behavior in Southern Karnataka”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.161-165, December-2018, Available :http://www.jetir.org/papers/JETIR1812A22.pdf

"“Impulse buying in the organised retail outlets: A study of consumer buying behavior in Southern Karnataka”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp161-165, December-2018, Available at : http://www.jetir.org/papers/JETIR1812A22.pdf