International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

A Study on “Impulsive Buying behaviour of Customers on

Apparels” in Bangalore

Prof. Uma Balakumar

Assistant professor, M.S.W, MBA, PGDHR, Ramaiah Institute of Management, Bangalore, Karnataka
Ms. Riya Mishra
Ramaiah Institute of Management, Bangalore, Karnataka

ABSTRACT
An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a
purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. Attempts are
made to increase demand through various means. Marketers and retailers tend to exploit these impulses which are tied
to the basic want for instant gratification. Impulse buying disrupts the normal decision making models in consumers'
brains. The objectives of the study is to find the various factors influencing impulsive buying behaviour of customer and
to study the satisfaction level of customer in relation to buying behaviour with the level to compare it against plan
purchase.
To come to the final verdict of these analysis 100 samples of respondents were collected with-in the Bangalore city with
the help of Questionnaire survey and Z- test and Descriptive study was conducted to get the final outcome. As a result of
hypothesis testing it was observed that there is significant relation between the various factors which affect the impulsive
buying behaviour of customer on apparels.

Keywords: Impulse buying, Customer Satisfaction, Buying Behaviour

INTRODUCTION:
Consumer behaviour is analyzing the "when, why, how, and where" of a person buying/not buying a product.
It aims to gain an understanding into the buyer’s decision making process, both as individuals as well as in
groups. It deciphers the characteristics of individual consumers such as demographics and behavioral
variables so as to understand what people want. Marketing strategies of the firm are based upon needs of the
consumer which they analyze on the basis of consumer buying behaviour. Impulse buying could be
considered as a case of dominant emotional arousal that motivates one to buy. The desires that arise when a
consumer comes in contact with the product, resulting in sudden urges are to buy the product which
undermines all other rational thinking. Emotions are an important aspect in making an impulsive purchase. In
most cases impulse buying is related to the feelings one associates with the experience that the purchase
signifies. The attributes of certain products may trigger a stimulation that may urge the consumer to make an
impulse purchase.

STATEMENT OF THE PROBLEM

Consumer buying behaviour in emerging economy like India is always evolving. The typical decision making
process of buying would get distorted while purchase of indulgence products and impulse buying transaction.
So the study was carried out to find out whether the impulsive buying behaviour is influencing in customers
on apparel segments. Understanding the mind set of these consumers will in turn helps to identify right value
proposition and relevant differentiator for these consumers.

501 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

OBJECTIVES OF THE STUDY:

 To identify the factors influencing impulsive buying behaviour of customer.
 To assess the level of impulse buying in comparison to plan purchase.
 To study the satisfaction level of customers in relation to buying behaviour.

RESEARCH METHODOLOGY:
Research Design: Descriptive research is used to describe characteristics of a population or phenomenon
being studied. It does not answer questions about how/when/why the characteristics occurred. For this study
the descriptive research has been taken for this study to find out the impulsive buying behaviour of the
customers.
Data source: Primary Data and Secondary data is being used.
Primary Data – Primary data means it comes directly from the researcher who conducted the study. The
information is most useful when you need specific information on a field.
Secondary Data - Secondary data research is defined as an analysis and interpretation of primary research.
Sample Size: To obtain the result 100 sample size is taken for testing.
Area Covered: The area covered for this study is Bangalore city.

PLAN OF ANALYSIS
 Data was quantified using MS EXCEL.
 Pictorial representation of Data (graphs).
 Average and percentage were calculated.
 Z-test and SPSS as a tool of statistical analysis

4.1 ANALYSIS OFDATA

Age

TABLE 4.1

NUMBER OF
S. No AGE RESPONDENTS PERCENTAGE

15-25 29 29
1
26-35 43 43
2
36-45 16 16
3
46 and above 12 12
4
Total 100 100

Interpretation: It shows that maximum respondents are from the age group of 26-35 because these age
groups are more intended towards apparel buying.
Gender

502 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

TABLE 4.2
NUMBER OF
S.No GENDER RESPONDENTS PERCENTAGE

Male 46 46
1 Female 54 54
2 Total 100 100

Interpretation: The table reveals that most of the respondents are female because they are more enthusiastic
towards shopping of apparels.
Monthly income

TABLE 4.3
MONTHLY INCOME NUMBER OF
S.No RESPONDENTS PERCENTAGE

Below 10000 13 13
1 10000-20000 26 26
2 20000-40000 28 28
3 40000 and Above 33 33
4 Total 100 100

Interpretation: It shows that maximum number of respondents who do impulsive buying of apparels and has
monthly income between Rs.40000 and above as they feel comfortable to purchase apparels considering their
buying capacity.
Importance given for impulsive buying for apparels:
TABLE 4.4

S.No IMPORTANCE TO NUMBER OF PERCENTAGE

IMPULSIVE BUYING FOR RESPONDENTS
APPARELS

Yes 76 76
1 No 24 24
2
Total 100 100

Interpretation: It predicates that most of the respondents are interested in impulsive buying of apparels who
gives importance to impulsive buying of apparel

503 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

FIGURE4.1

Yes

76%

Purchased apparels based on Impulsive buying:

TABLE 4.5

S. No PURCHASED APPARELS NUMBER OF PERCENTAGE

BASED ON IMPULSIVE RESPONDENTS
BUYING
Yes 69 69
1 No 31 31
2 Total 100 100

Interpretation: Most of the respondents prefer to have impulsive buying of apparels as they like to have
some recreational activities such as buying apparel online or others while shopping.

FIGURE 4.2

NUMBEROF RESPONDENTS

69 31

NUMBEROF RESPONDENTS

504 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

Factors influence impulse buying on Apparels.

TABLE: 4.6
PRICE AND DISCOUNTS SD D N A SA

Attractive price of the apparels 3 17 1 30 49

Discounts and offers of product 0 13 0 32 55

Various scheme like(buy1get 1) 0 4 0 39 57

Cash back offers 2 12 5 62 19

Interpretation: The table shows that the cash back offers under price and discounts as a factor that can lead
to impulse buying of the apparels. We canobservethat62%oftherespondents agree with this factor that cash
back offers plays an important role in impulsebuyingwhereasonly32% and30%of the respondents agree with
other options such as attractive prices and discounts along with offers of product.

Advertisement and Sales Promotion:

TABLE: 4.7
ADVERTISEMENT AND SALES SA A N D SD
PROMOTION

Advertisement of product in print and 32 45 0 23 0

Visual media attracts me to buy.
Celebrity endorsement regarding 28 59 0 13 0
Product motivates me.
Hording and pamphlets 13 68 0 18 1
Any event organized by organization 12 71 0 12 5
Affects my buying behaviour.

Interpretation:- From the above table it can be concluded that the data which is collected can be assumed
that the celebrity endorsement has the maximum agreeableness by the respondents. The reason can be the
perception that the respondents have in their mind for the stars plays a major role.
Advertisementinprintmediahasthesecondhighestagreeablenessbytherespondents,reason being in advertisement
they have a choice to select the best alternatives by seeing the features and benefit of the apparels.
Visual Merchandising: Visual Merchandising as mentioned has a very high positive response by the
respondents as it contributes88%ofthetotalsampleoutofwhich compatible products with the main product
(Jeans with at shirt) has a high agreeableness. The reason could be addition of extra value to the product by
the respondents. Placing of apparels on store also has the second largest
agreeablenessbytherespondentssuchasmannequinsinwhichtheproductisdisplayedmayattract the customers
leading to impulse buying.

505 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

FIGURE 4.3

VISUAL MERCHANDISING
DISPLAY OFAPPARELSIN STORESATTRACTMYATTENTION PACKAGINGOFPRODUCT
PLACINGOFAPPARELINSTORES

COMPATIBILITYOFANOTHERPRODUCTWITHTHEPRODUCTYOUAREBUYING

38
31
20

Mode of Payment preferred while shopping for apparels 8

TABLE : 4.8
S.NO MODE OF PAYMENT NUMBER OF RESPONDENTS PERCENTAGE

1 Cash 53 53
2 Debit Card 33 33
3 Credit Card 14 14
Interpretation: As 55% and 33% prefers cash and debit card respectively as their mode of payment and
only14 % preferred credit card. The cash and debit cards are mostly preferred by the young generation people
those who belong to either student category or employers because as compared to credit card holder both
involve less risk when it comes to managing money.
FIGURE 4.4

506 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

Impacts of credit card in impulse buying behavior:

TABLE : 4.9
S.No CREDIT CARD IMPACTS NUMBER OF PERCENTAGE
IMPULSIVE BUYING RESPONDENTS

1 Yes 45 45

2 No 55 55

Interpretation:- The above table predicts that 55% of respondents have no impact of credit card on their
purchase of apparels because they think credit card is a burdensome task and they cannot rely on credit card
all the time.

FIGURE 4.5

Creditcardimpact

45

55

Yes No

Satisfied with the impulsive buying of clothing

TABLE : 4.10

S.NO PREFERENCE NUMBER OF PERCENTAGE

RESPONDENTS
1 Yes 78 78
2 No 22 22

Interpretation:-The above table predicts that78% of respondents are satisfied with impulsive buying of
clothes as compared with 22% who are not satisfied with impulsive buying of clothes which shows that
majority of being teens and youngsters prefer to buy clothes are satisfied with impulsive buying.

507 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

FIGURE 4.6

SATISFACTIONLEVEL
78

FINDINGS:
1. 33% of the respondents who do impulsive buying of apparel have monthly income of Rs. 40000 and
above as they feel comfortable to buy products considering their buying capacity.
2. 51% of the respondents are employees by profession who are interested in impulsive buying because with
desired income that they earn, have the capacity to buy impulsive buying.
3. 76% of the respondents give importance to impulsive buying of apparels because they are satisfied with
their shopping experience.
4. 83% of the total respondents says that they do impulsive buying when any special occasion occurs like
marriage ceremony etc.
5. 14% of the respondents think that credit card as a mode of payment is not generally preferred while doing
impulsive buying.
6. 78% of the respondents are feel satisfied with impulsive buying of apparels.

CONCLUSION:
From the study it was seen that people are in a habit of impulse buying by getting attracted towards the latest
offers discounts and schemes provided by the apparels industries. To prove this statement an hypothesis
testing was being done by taking chi square as a statistical tool to measure the impulse buying rate over
planned purchase and conclusion was made that impulse buying is more than planned purchase thus the null
hypothesis was rejected by accepting the alternative hypothesis which says that impulse buying is more than
planned purchase. By the study it was also seen that the younger people are more prone to impulse buying
than the older people as the older people have a different set of perception to judge and shop. Hence it was
also proved that there is a positive relationship between the age group and impulse buying.

SUGGESTIONS:
Since it was seen by the study that the younger generation people are more towards impulse buying than
planned purchase the apparels industry should use this as their benefit and create more revenue by giving
more offers and promotional tools for the consumers, which may lead to increase in the sales of apparels.
1. Apparels industry should more focus on prices as a medium to attract more customers.
2. Discounts and off season sales can be an efficient tool to increase impulse buying
3. Celebrity endorsement into advertisements is one of the most important role which plays as a medium to
attract customer for impulsive buying by the young generation people.

508 Prof. Uma Balakumar, Ms.Riya Mishra

 International Journal of Engineering Technology, Management and Applied Sciences

www.ijetmas.com July 2017, Volume 5, Issue 7, ISSN 2349-4476

BIBLIOGRAPHY:
1. Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behaviour. Journal
of Consumer Marketing, 17, 403-019.
2. David H., S., Anne M. L., Fredric K (2008). Impulse buying: the role of affect, social influence, and subjective
wellbeing, Journal of Consumer Marketing, inc Vol 25/1, pp. 23-33.
3. Dave, S. (2011). An empirical analysis of the determinants of customer conversion: A cross sectional study of
organized retailers in Chhattisgarh. Journal of Retail & Leisure Property, 9(5), 465-475.
4. Kassarjian, Harold H. (1987), "Content Analysis in Consumer Research," Journal of Consumer Research, Vol. 4
(June), 8-18
5. Weinberg, P. and W. Gottwald (1992), "Impulsive Consumer Buying as a Result of Emotions," Journal of Business
Research, 10, 43-57
6. Ronald J. Faber, University of Minnesota, Advances in Consumer Research Volume 27, 2000

Websites Referred:-
1. http://dx.doi.org/10.1057/rlp.2011.9
2. www.ijoart.org
3. www.acadamia.edu
4. www.abhinavjournal.com
5. www.wikipedia.com

509 Prof. Uma Balakumar, Ms.Riya Mishra