• RASHMI SINHA

The paper examined the impulsive buying behavior of consumers. Impulsive purchasing, generally known as a consumer’s unintentional purchase. It is an important part of buyer behavior. The objective of the study is to analyze the buying behaviour of the consumers of Big Bazaar and to find out the important factors for influencing purchase behaviour at Big Bazaar (Ranchi). A structured questionnaire was prepared to collect responses of customers of Big Bazaar. Factor analysis has been done to identify the factors which influence impulsive purchase behaviour. In this study we will take two variables, one is Dependent variable which is “consumers’ impulse buying behavior”, and second is Independent variables they are promotional approaches, store environment, window display, income level and credit card. Impulsive buying behavior is dependent because there are many independent factors which influence them. This topic is quantitative because there is certain population, among them I have distributed the survey forms to get their respective opinions pertaining to the topic.

Impulsive Purchasing

"IMPULSE BUYING BEHAVIOR OF CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.343-347, June 2019, Available :http://www.jetir.org/papers/JETIR1906X80.pdf

"IMPULSE BUYING BEHAVIOR OF CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp343-347, June 2019, Available at : http://www.jetir.org/papers/JETIR1906X80.pdf