• Dr. Vijaya Krishna

Organized retailing has brought about sea changes in India. The ‘Mall Culture’ has taken the market by storm. Families visit malls frequently for the experience. Discretionary income in the hands of the middle class has been steadily increasing so as the purchasing power. Malls have something to offer for every age group. There are play zones for small children, theatres, food courts and shops selling branded garments and other accessories. Most of the malls also have stores for groceries. The entire family enjoys the experience due to this. In this paper the author has attempted to study impulsive purchases made by men and women when they visit malls. A small sample was studied to understand how malls encourage impulsive purchases. Twenty five women and twenty five men were interviewed to understand aspects of their buying habits including the frequency of visits to malls, whether they carry and adhere to shopping lists and unplanned and impulsive purchases made by them. It was found that there were no major differences in the frequency of visits to malls and unplanned and impulsive purchases made among the men and women surveyed. Impulsive purchases have been observed in the product categories of garments, accessories, footwear, fast moving consumer goods and grocery items

Impulsive purchases, unplanned purchases, malls, experience

"An Exploratory Study on Impulsive Purchases", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.382-384, September-2018, Available :http://www.jetir.org/papers/JETIR1809078.pdf

"An Exploratory Study on Impulsive Purchases", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp382-384, September-2018, Available at : http://www.jetir.org/papers/JETIR1809078.pdf