A Study on Impulse Buying Behaviour in Apparels

Abstract

The purpose of this study is to provide a detailed account of the impulse buying behavior by compiling the various research works literature in the field of Consumer Behavior in Apparels and analyzing primary data collected through questionnaire. It gives a broad overview of the impulse buying tendency and the various behaviour related aspects. A wide range of journal databases and books were referred to review the works of various researchers. The content analysis of the various research works led to the classification of literature into different factors influencing impulse buying and further development of research framework. The multiple aspects of the subject are categorized for future research works in the area of impulse buying with suggestions. The paper will be useful for marketing practitioners and researchers towards comprehensive understanding of the consumer’s impulsiveness. Key factors which are taken into consideration are price and discounts, advertisements and sales promotions, visual merchandising, incomes , occasions and festivals. In this study primary data was collected and the conclusion received by the respondents was that discounts and various schemes on apparels, proper display of goods, advertisements and influencers are the key factors that attract the respondents for impulse buying of apparels. Therefore the industry should focus specially on youth by giving attractive discounts and other offers which effects their impulse buying behavior on apparels.