• Shivang Dwivedi
• Dr Ramesh Kumar Chaturvedi

ABSTRACT: Retail sector in India is growing day by day at a fierce pace. The reason for this dramatic growth is the dramatic increase in Purchasing Power Parity (PPP) of the consumers. The other reason for this growth in retail sector is the easy availability of credit in plenty now days. The E-Wallets and the Plastic Money are also playing a crucial role in impulse buying. If someone is out of cash and has a desire to buy a product then it is not anymore a problem, because these days the urban consumers are well educated about the use Plastic Money. The use of technology made the consumers well known of this fact that they can store money in their E-wallets and can get exciting offers for that and can use that money at any point of time for making a purchase. But most studies in the modern era shows that most of the revenue collected by retail sector is due to impulse purchasing. Impulsive buying behaviour is carried out by pleasure seeking goals also known as hedonism inculcates a consumer to experience desires for different types of products. But the question of utmost importance is “what is impulse buying”? Impulse buying is sudden and spontaneous purchasing action without any pre-shopping intention to purchase a particular product. But this is not the single definition of impulse buying as there are many more definitions because the researchers have been working on impulse buying for a reasonable period of time. Actually impulse purchasing is an important hedonic behaviour exhibited by consumers. Most of the Indian cities now days have different type of retail markets and these retail stores are the first choice for consumers for their shopping preferences. The prime goal of this paper is to explore how the availability of E-wallet and Plastic Money (Digital Economy) made it easy for the consumers to indulge into impulse purchasing.

Key Words: Consumer Behaviour, Impulse Buying, Retail Sector, Plastic Money

"DIGITAL ECONOMY: AN IMPACT ON IMPULSE BUYING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.452-455, June-2019, Available :http://www.jetir.org/papers/JETIR1906845.pdf

"DIGITAL ECONOMY: AN IMPACT ON IMPULSE BUYING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp452-455, June-2019, Available at : http://www.jetir.org/papers/JETIR1906845.pdf