Involvement International Journal of Business Vol. 1 No.

2, 2024
eISSN: 3032-485X
DOI: https://doi.org/10.62569/iijb.v1i2.14
Received: April 2024/ Revised: April 2024/ Accepted: April 2024

Involvement International Journal of Business

https://ejournal.agungmediapublisher.com/index.php/iijb

Impulse Buying: A Multi-National Consumer Study

Yukta Malani1*, Srihitha Aakula2, Zaker Ul Oman3

1Student, Department of Commerce, Avinash College of Commerce, Himayat Nagar, Hyderabad,

Telangana, India 500029
2Student, Department of Commerce, Avinash College of Commerce, Himayat Nagar, Hyderabad,

Telangana, India 500029

3Assistant Professor of Commerce, Department of Commerce, Avinash College of Commerce,

Himayat Nagar, Hyderabad, Telangana, India 500029

Abstract. This study explores impulsive buying behavior among consumers in India and
other countries. It identifies factors influencing impulsive purchases, analyses the most
impulsively bought product categories, and explores the post-purchase satisfaction of
these impulsive decisions. Additionally, the study examines the personality traits of
impulsive buyers compared to non-impulsive buyers. The research highlights the factors
marketers and retailers can leverage to encourage impulsive purchases. It also empowers
consumers to identify their impulsive buying tendencies and understand the emotional
drivers behind them. The study provides valuable insights for entrepreneurs, marketers,
retailers, and consumers.

Keywords: Factors Affecting Buying Behaviour; Impulse Buying; Marketing Strategies;

Product Categorization; Psychological Perspective; Post-Purchase Satisfaction
Analysis.

1. Introduction
Impulsive buying, the central topic of this research, has been a topic of academic
interest for several years. The purpose of the study is to understand the concept of
impulsive buying. Sincere efforts have been made to analyze the role and effectiveness of
various factors leading to impulsive buying. Attention was also directed toward
understanding the underlying emotional drive and motives during impulsive purchases.
Consumer shopping styles, i.e., impulsive and unimpulsive, have been analyzed. that the
factors which significantly affect impulse buying behaviour are positive mood, impulse
buying tendency and fashion involvement while insignificant variables for impulse buying
are self-esteem, shopping enjoyment and hedonism.(Muhammad Bilal Ahmad, Hafiz
Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad(2019)).Factors such as
promotional activities, store environment and layout, festival discounts, and influencers
have been evaluated in terms of their success in generating impulsive purchases from

*Corresponding author’s email: malaniyukta@gmail.com, Tel.: +91-9963005948;

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Yukta Malani, Srihitha Aakula and Zaker Ul Oman 87

consumer’s end (Tram Nguyen et al. 2016). in order to increase the impulse buying
behaviour of the peoples, retailers have to give a good atmosphere to their customers
inside the store; and must know about the different customers’ tendency towards the
sales promotions, to fully apply their activities/efforts on the right customers. (Steffi
Quintal, Poornima, B. G. and Reddy, Y. V 2017)
The study is of utmost importance for various classes of people. Marketers and
entrepreneurs can use the study's findings to understand what factors usually lead to
impulsive buying and can inculcate the same while devising their strategies (Dutta, S., &
Pulligattu, S. S. 2011). After filling out the survey, many consumers realized that there is
some aspect of impulsive buying behaviour among them and successfully spotted the
factor that makes them shop impulsively (Pradhan, V. 2018). The study provides a
comprehensive view of impulsive buying in general and identifies the class of products
that shopped most impulsively. They further distinguished that all impulse purchases are
unplanned, but unplanned purchases are not always impulsively decided.(Gopalkrishnan
R. Iyer, Markus Blut, Sarah Hong Xiao and Dhruv Grewal 2019) .
A comprehensive questionnaire was developed, and a survey was conducted across
India and a few other countries. The sample size is 104 and belongs to various age groups,
income groups, occupations, marital status, and nationalities.
Simply put, an impulse purchase or an impulse buying is an unplanned decision that
makes an individual buy a product or service just before it is purchased (Hussain, Z., & Ali,
J. 2016). It is a spontaneous, immediate purchase without pre-shopping intentions to buy
a specific product category or fulfill a specific buying task (J.A. Neves. 2016). The Apple
Macintosh 128K computer's graphical user interface was so innovative in 1984 and
compelling to consumers that one dealer described it as the first $2,500 impulse item.
Impulse buying can also extend to more expensive items such as automobiles, couches,
and home appliances (Laura and Carlos 2018). A study published in the June 2008 issue of
the Journal of Consumer Research suggests that consumers are more susceptible to
making impulsive purchases for one brand over another if they are distracted while
shopping (Bryan Gibson 2008). Professor Bryan Gibson of Central Michigan University's
Department of Psychology conducted a study examining implicit and explicit attitudes
toward popular soft drink brands among college students. Through a survey methodology,
Gibson measured participants' stated preferences as well as their implicit associations
with Coca-Cola and Pepsi products. Intriguingly, the results indicated that implicit
attitudes, defined as tendencies which individuals may not be consciously aware of or able
to verbally articulate, only predicted individuals' beverage selection when subjects
simultaneously performed a distracting cognitive task. This finding suggests implicit
product preferences may exert more significant influence over purchase decisions under
limited cognitive resources, such as when one makes a hastily considered impulse
purchase while distracted. By demonstrating the context-dependent impact of implicit
versus explicit attitudes, Gibson's investigation sheds light on the complex interplay
between conscious and non-conscious determinants of consumer choice. The study offers
insights with implications for theorists seeking to more fully comprehend the cognitive
and social psychological underpinnings of marketing and branding (Bryan Gibson 2008).
Studies showed increased impulsive patterns in the new normal economy (James, Shalini.,
Karthik, S.(2020, December)). Further, customer experiences in the blockchain and
metaverse age are changing (Khaliq & Manda, 2023).

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88 Impulse Buying: A Multi-National Consumer Study

2. Methods
The study Impulse Buying: A Multi-National Consumer Study employed a
methodological framework designed to rigorously explore impulsive buying behavior
across diverse consumer segments. A key aspect of the methodology was the adoption of a
non-probability sampling technique, which combined Quota and Convenience sampling
methods. This approach facilitated the selection of participants based on specific quotas
while ensuring convenience in participation, thereby enabling a comprehensive
representation of impulsive buyers across demographics and geographic locations. In
determining the sample size, the researchers settled on a cohort of 104 participants. While
seemingly modest, this sample size was deemed sufficient for an exploratory study
focusing on nuanced consumer behaviors like impulse buying. It struck a balance between
depth of analysis and practical feasibility in data collection and analysis, allowing for
meaningful insights to be gleaned from the collected data.
Primary data collection was executed through a meticulously crafted questionnaire
developed using Google Docs. Leveraging an online platform for questionnaire
distribution facilitated broad outreach and ease of participation among respondents,
thereby enhancing the diversity of perspectives captured in the study. This ensured a
robust foundation for the subsequent analysis and interpretation of findings. To analyze
the collected data, the researchers employed question-wise data analysis utilizing
spreadsheet software such as Microsoft Excel. This systematic approach enabled the
organized manipulation and interpretation of data, empowering the researchers to derive
meaningful insights and draw informed conclusions. By adhering to methodological rigor
and employing appropriate analytical tools, the study aimed to ensure the reliability and
validity of its findings.
The study's significance transcended academic realms, holding implications for
various stakeholders including entrepreneurs, marketers, retailers, consumers, and
academics. It offered valuable insights for market entry decisions, strategic planning, self-
awareness among consumers, and academic understanding of impulsive buying behavior.
Moreover, the study's scope extended across India and other countries, encompassing
diverse aspects of impulsive buying behavior such as shopping styles, prevalent product
categories, influential factors, psychological aspects, payment methods, personality traits,
satisfaction levels, and perceptions of impulsive buying. The research objectives were
thoughtfully delineated to guide the study's focus and ensure a comprehensive
exploration of impulsive buying behavior. These objectives encompassed identifying
influencing factors, purchasing styles, prevalent product categories, post-purchase
satisfaction levels, future purchase likelihood, and associated personality traits. By
adhering to rigorous methodological procedures and addressing specific research
objectives, the study aimed to contribute significantly to the understanding of impulsive
buying behavior and its implications for various stakeholders in the global consumer
landscape.

3. Results and Discussion

3.1. Compulsive buying vs Impulsive buying
Impulsivity is a predisposition toward rapid, unplanned reactions to internal or
external stimuli without regard to the negative consequences of these reactions to the
impulsive individual or to others. Compulsivity refers to repetitive behaviours that are

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Yukta Malani, Srihitha Aakula and Zaker Ul Oman 89

performed according to certain rules or in a stereotypical fashion. Compulsivity is a

tendency to repeat the same, often purposeless acts, which are sometimes associated with
undesirable consequences. Impulsivity and compulsivity may be viewed as diametrically
opposed, or alternatively, as similar, in that each implies a dysfunction of impulse control.
Impulse buying is a spur-of-the-moment reaction to a trigger, like a tempting item on
sale. It's unplanned and has less severe consequences. Compulsive buying is driven by a
need to manage negative emotions. Compulsive shoppers plan their shopping trips and
use buying to cope with anxiety or stress. This can lead to serious problems like financial
strain and addiction. The underlying reason for the purchase is the key difference. Impulse
buying is sparked by external cues, while compulsive buying is driven by internal
emotional states.
Impulse buying and compulsive buying are two distinct phenomena in consumer
behavior, each characterized by unique motivations and consequences. Impulse buying
refers to the spontaneous purchase of goods or services prompted by external stimuli,
such as a tempting item displayed prominently or a limited-time offer. It is typically
unplanned and occurs in the spur of the moment, often driven by emotions like
excitement or desire. In contrast, compulsive buying entails a persistent urge to shop and
acquire goods as a means of managing negative emotions, such as anxiety, stress, or
depression. Unlike impulse buying, compulsive buying is premeditated, with individuals
actively planning their shopping trips to alleviate emotional distress. The key distinction
between impulse buying and compulsive buying lies in the underlying reason for the
purchase. Impulse buying is triggered by external cues in the environment, such as
attractive displays or persuasive marketing tactics. These stimuli prompt consumers to
make impulsive decisions without much consideration for long-term consequences. In
contrast, compulsive buying is driven by internal emotional states, with individuals using
shopping as a coping mechanism to alleviate negative emotions or fulfill psychological
needs.
While impulse buying may result in minor financial repercussions or fleeting buyer's
remorse, compulsive buying can lead to more severe consequences, including financial
strain, debt accumulation, and addiction-like behaviors. Compulsive shoppers often
experience feelings of guilt, shame, or regret after making purchases, yet they find it
difficult to control their urges to shop. Compulsive buying behaviors can have detrimental
effects on various aspects of an individual's life, including personal relationships, mental
health, and overall well-being. The compulsive need to shop can strain finances, disrupt
family dynamics, and contribute to feelings of low self-esteem or inadequacy. Moreover,
compulsive buying may exacerbate underlying psychological issues, such as depression or
anxiety, creating a cycle of dependence on shopping as a coping mechanism.
Addressing compulsive buying requires a multifaceted approach that involves both
individual interventions and societal support systems. Therapeutic interventions, such as
cognitive-behavioral therapy or support groups, can help individuals identify and address
the underlying emotional triggers driving their compulsive buying behaviors.
Additionally, financial counseling and budgeting strategies may assist in managing debt
and restoring financial stability. From a societal perspective, raising awareness about the
potential risks of compulsive buying and promoting responsible consumption habits is
essential. Retailers and marketers can also play a role by implementing ethical advertising
practices and refraining from exploiting consumers' vulnerabilities for profit. By fostering

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90 Impulse Buying: A Multi-National Consumer Study

a culture of mindfulness and self-awareness, we can mitigate the harmful effects of

compulsive buying and promote healthier consumer behaviors.

3.2. Types of impulse purchase

In the realm of impulse buying, various types of purchases can occur, each driven by
different triggers and motivations. Firstly, there's the pure impulse purchase, often
encountered near checkout lines in stores. These purchases are characterized by their
spontaneity, driven by emotions and the allure of attractive packaging. They typically
include items like candy bars or eye-catching magazines, enticing consumers to make
unplanned decisions. Another type is the suggestion impulse purchase, where a product
catches the consumer's eye, prompting a rationalization based on perceived benefits. For
instance, spotting a protein bar might trigger the thought of needing a pre-gym snack,
seemingly justifying the purchase despite it not being part of the initial plan.
Reminder impulse purchases occur when the placement of products in stores,
whether online or offline, triggers a sense of urgency or need to stock up, even if the
consumer hadn't planned on purchasing the item beforehand. Lastly, there's the planned
impulse purchase, which occurs when consumers are enticed by low prices or special
offers. Despite not initially intending to buy the product, they end up making the purchase
due to the perceived value or savings.

3.3. Major Factors Influencing Impulsive Buying

Impulsive buying behavior is influenced by a myriad of factors, as elucidated by
research conducted by Kokil Jain, Shalini Gautam, and Diksha Pasricha in 2018. Consumer
characteristics, such as personality traits and product affinity, can predispose individuals
to impulse buying tendencies. Emotional states also play a significant role, with positive
emotions often leading to impulsive purchases driven by immediate gratification. Visual
merchandising and store displays can subconsciously influence consumers to make
unplanned purchases, capitalizing on the appeal of aesthetically pleasing environments.
Money availability and income levels are also critical factors, as consumers with
disposable income are more prone to indulging in impulse buying.
Time availability further exacerbates impulsive tendencies, with more leisurely
shopping experiences increasing the likelihood of spontaneous purchases. Additionally,
social influences, such as recommendations from friends and relatives, can sway
consumers towards making impulse buys, driven by social approval or conformity.
Discounts and special offers act as catalysts for impulse buying, leveraging consumers'
desire for perceived value and savings. While impulse buying can be a harmless
indulgence, it's essential to exercise caution to avoid overspending and financial strain.
Time availability plays a significant role in influencing impulsive tendencies during the
shopping experience. When individuals have more leisure time while shopping, they are
more likely to engage in spontaneous purchases. This is because leisurely shopping
experiences afford consumers the opportunity to browse leisurely, explore different
products, and succumb to the allure of impulse buys. In contrast, rushed or time-
constrained shopping trips often result in more focused and deliberate purchasing
decisions, as individuals prioritize efficiency and stick to their predetermined shopping
lists.

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Yukta Malani, Srihitha Aakula and Zaker Ul Oman 91

Moreover, social influences play a pivotal role in shaping consumer behavior and
influencing impulsive purchases. Recommendations from friends, family members, or
social influencers can sway consumers towards making impulse buys, driven by the desire
for social approval or conformity. For instance, if a friend enthusiastically recommends a
particular product or brand, individuals may feel compelled to purchase it, even if it
wasn't initially on their radar. Social pressures and the desire to fit in or keep up with
peers can override rational decision-making processes, leading to impulsive purchases
based on external influences rather than individual preferences or needs. Discounts and
special offers serve as potent catalysts for impulse buying, tapping into consumers' desire
for perceived value and savings. Retailers often use sales promotions, limited-time offers,
or discounts to create a sense of urgency and encourage impulse purchases. The prospect
of securing a bargain or taking advantage of a perceived opportunity can trigger impulsive
buying behavior, as consumers strive to capitalize on the perceived benefits of the offer.
While impulse buying can be a source of momentary gratification and excitement, it's
essential for consumers to exercise caution and restraint to avoid overspending and
financial strain. While occasional impulse purchases may not significantly impact one's
financial well-being, habitual or excessive impulse buying can lead to debt accumulation,
financial instability, and stress. Therefore, it's crucial for individuals to adopt mindful
shopping habits, set realistic budgets, and practice self-control when faced with
temptation. Furthermore, cultivating awareness of one's spending habits and
understanding the underlying motivations driving impulsive purchases can help
individuals make more informed and intentional buying decisions. By recognizing the
triggers and impulses that lead to unplanned purchases, consumers can develop strategies
to resist temptation, prioritize needs over wants, and maintain financial discipline.
In conclusion, while time availability, social influences, and discounts can exacerbate
impulsive tendencies and fuel spontaneous purchases, it's essential for consumers to
exercise mindfulness and self-control to avoid falling prey to impulsive buying behaviors.
By adopting responsible spending habits, setting clear financial goals, and being mindful
of the long-term consequences of impulsive purchases, individuals can achieve financial
stability and peace of mind in their consumer choices.

3.4. How Brick-and-Mortar Stores promote Impulsive Buying

In the realm of retail, brick-and-mortar stores leverage various strategies to capitalize
on the allure of impulse buying, a phenomenon that still predominantly occurs in physical
settings, constituting 79% of all impulse purchases. These tactics are carefully designed to
stimulate unplanned purchases and enhance the overall shopping experience: One such
strategy involves the meticulous design of customer traffic flow within the store. By
strategically arranging the layout, retailers guide patrons past desirable items and high-
demand areas, increasing the likelihood of spontaneous purchases. Checkout lane impulse
buys represent another effective technique, with lower-priced items strategically placed
near the checkout counter. These items, often priced under $20 and including sale items,
create a sense of urgency and encourage last-minute additions to the shopping cart.
The use of persuasive language is also a common tactic employed by brick-and-
mortar stores. Phrases like Buy now or Limited time offer instill a sense of urgency in
customers, compelling them to make impulse purchases even on staple items. Moreover,
understanding the specific needs and preferences of the target audience is crucial. By
stocking impulse buys that cater to these preferences, retailers can effectively entice

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92 Impulse Buying: A Multi-National Consumer Study

customers to make unplanned purchases. Offering product samples or demonstrations is

another effective strategy to stimulate impulse buying. Allowing customers to try
products before making a purchase can sway their decisions, leading to the acquisition of
items they hadn't initially planned to buy. Lastly, trained staff members play a pivotal role
in influencing customer decisions. Through personalized recommendations and
highlighting impulse buy displays, employees can guide shoppers towards making
additional purchases, enhancing both the shopping experience and the store's revenue. By
implementing these strategic tactics, brick-and-mortar stores can effectively compete
with e-commerce counterparts by harnessing the power of impulse buying and
maximizing revenue opportunities.
Brick-and-mortar stores employ various persuasive tactics to capitalize on impulse
buying behaviors and enhance their revenue streams. One such tactic is the strategic use
of persuasive language, which serves to create a sense of urgency and compel customers
to make impulse purchases. Phrases like "Buy now" or "Limited time offer" trigger a fear
of missing out (FOMO) mentality among consumers, instilling a sense of urgency that
prompts immediate action. Even on staple items, these persuasive cues can spur impulsive
decisions, as customers feel compelled to take advantage of perceived opportunities
before they disappear. Understanding the specific needs and preferences of the target
audience is paramount for brick-and-mortar retailers seeking to maximize impulse buying
opportunities. By stocking products that align with consumers' preferences and cater to
their unique tastes, retailers can effectively entice customers to make unplanned
purchases. For example, offering a variety of impulse buys tailored to different
demographics, such as health-conscious snacks near the checkout counter or trendy
accessories near the entrance, can appeal to specific consumer segments and drive
impulse sales.
Another effective strategy employed by brick-and-mortar stores to stimulate impulse
buying is the provision of product samples or demonstrations. Allowing customers to
interact with products firsthand and experience their benefits can significantly influence
purchasing decisions. By offering samples or demonstrations, retailers not only provide
value-added experiences but also create opportunities for customers to discover and fall
in love with products they hadn't initially planned to buy. This experiential approach to
shopping can lead to increased sales and customer satisfaction, as consumers feel more
confident in their purchase decisions. Moreover, trained staff members play a crucial role
in influencing customer decisions and driving impulse purchases within brick-and-mortar
stores. Through personalized recommendations, knowledgeable staff can guide shoppers
towards complementary products or highlight impulse buy displays, effectively upselling
and cross-selling additional items. By leveraging their expertise and understanding of
consumer preferences, staff members can enhance the overall shopping experience, foster
customer loyalty, and ultimately contribute to increased revenue for the store.
By implementing these strategic tactics, brick-and-mortar stores can effectively
compete with e-commerce counterparts by harnessing the power of impulse buying and
maximizing revenue opportunities. While online retailers may have the advantage of
convenience and accessibility, physical stores can leverage their unique advantages, such
as tactile experiences, personalized interactions, and instant gratification, to create
compelling shopping experiences that drive impulse purchases and foster customer
loyalty. Through a combination of persuasive language, tailored product offerings,

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Yukta Malani, Srihitha Aakula and Zaker Ul Oman 93

experiential marketing strategies, and knowledgeable staff, brick-and-mortar retailers can

continue to thrive in an increasingly competitive retail landscape.

3.5. Discussion
3.5.1. Analysis of Objective 1: To Understand the Factors That Influence Impulsive Buying
Behavior.
This objective was tested using a question that permitted the selection of more than
one answer. 43.3% of respondents selected hard cash/ debit card/ credit card availability
as a significant influencer that drives them into impulsive buying behavior. Time
availability was selected by 40.4% of respondents. Marketers and entrepreneurs who
would like to generate impulsive buying behavior in their target market should focus
more on the availability of card payment machines and promotional schemes, which will
drive the consumers into exhibiting impulsive buying behavior and going for the product
even if they see no immediate need.
 41.3% (43 people): Availability of hard cash/Debit/credit cards
 40.4% (42 people): Availability of time
 37.5% (39 people): Promotional schemes
 24% (25 people): Stores layout and stores environment (Figure 1)

Figure 1 Factors Affecting Impulse Buying Behaviour

Understanding the factors that drive impulsive buying behavior is crucial for
marketers and entrepreneurs seeking to capitalize on consumer tendencies and maximize
sales opportunities. One objective of the study aimed to assess the significance of various
influencers on impulsive buying behavior among consumers. This objective was evaluated
using a question format that allowed respondents to select multiple answers, providing
insights into the multifaceted nature of impulsive buying motivations. Analysis of the
survey responses revealed that 43.3% of respondents identified the availability of hard
cash, debit cards, or credit cards as a significant influencer that drives them towards
impulsive buying behavior. This finding underscores the importance of payment options
in facilitating impulsive purchases, as consumers are more likely to indulge in
spontaneous buying decisions when they have easy access to payment methods. The
convenience of cashless transactions and the ability to make purchases with a simple
swipe or tap of a card can lower the barriers to impulsive buying, as consumers are not
restricted by the need for physical currency or financial constraints.
Furthermore, 40.4% of respondents cited time availability as a significant
influencer of impulsive buying behavior. This indicates that the availability of leisure time

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94 Impulse Buying: A Multi-National Consumer Study

or the absence of time constraints can contribute to heightened impulsivity in consumer

purchasing decisions. When individuals have ample time to browse and explore products
without feeling rushed or pressured, they are more susceptible to impulsive urges and
spontaneous purchases. Therefore, marketers and entrepreneurs should consider
leveraging time-related factors, such as extending store hours or creating opportunities
for leisurely shopping experiences, to capitalize on consumers' predisposition towards
impulsive buying during moments of temporal abundance.
Based on these findings, marketers and entrepreneurs can devise strategic
approaches to generate impulsive buying behavior in their target market. Focusing on
enhancing the availability of card payment machines and promoting cashless transactions
can remove friction points and streamline the purchasing process, thereby encouraging
impulsive buying tendencies among consumers. Additionally, implementing promotional
schemes, such as limited-time offers or flash sales, can create a sense of urgency and
scarcity that motivates consumers to make spontaneous purchases, even in the absence of
an immediate need. By understanding and addressing the key influencers of impulsive
buying behavior, marketers and entrepreneurs can effectively tailor their strategies to
stimulate consumer demand and drive sales growth. By optimizing payment options,
leveraging time-related factors, and deploying targeted promotional initiatives,
businesses can harness the power of impulsive buying behavior to enhance profitability
and competitiveness in the marketplace.
3.5.2. Analysis of Objective 2: To Identify the Purchasing Style of Impulsive Buyers
This study reveals that 44.2% of buyers who go shopping in 2-3 months are
impulsive, whereas only 25% are monthly buyers. This can be attributed to the fact that
monthly buyers are more susceptible to hard cash/ debit card/ credit card availability
than buyers who go shopping regularly or rarely. This can also be related to the
availability of savings at the end of every 2-3 months for most people.
• 44.2%: Monthly/2-3 months
• 25 %: Monthly
• 14.4%: Weekly
• Monthly buyers are subjected to the availability of hard cash/debit cards/credit
cards. (Figure 2)

Figure 2 How Often People Do Shopping

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Yukta Malani, Srihitha Aakula and Zaker Ul Oman 95

3.5.3. Analysis of Objective 3: Personality Traits of Impulsive and Non-Impulsive Buyers.

From the statistics, it can be inferred that, as a buyer, the personality of both an
impulsive as well as a non-impulsive person remains absurdly similar; just that the ability
of a person to react to impulsive/emotionally driven situations, for example, promotional
offers, define their impulsive buying pattern. As a buyer, the personality of both an
impulsive and a non-impulsive person remains absurdly similar; just that the ability of a
person to react to impulsive/emotionally driven situations, for example, promotional
offers, define their impulsive buying pattern. (Figure 3).

Figure 3 Perception of Impulsive Buying

3.5.4. Analysis of Objective 4: To Identify the Product Category Bought Most Impulsively.
This objective was tested using a question that permitted the selection of more than
one answer. It has been found that most respondents shop impulsively for convenience
products. 61.5% of them answered that convenience products were the answer. Second
stands the shopping goods category, with 52.9% of respondents selecting it. So, suppose
any entrepreneur would like to start a new business with a greater scope of impulsive
buying behaviour exhibited by the consumers. In that case, he/she should definitely
consider the convenience and/or shopping goods segments for the same.
 61.5% (64 people): Convenience products
 52.9% (55 people): Shopping goods
 22.1% (23 people): Speciality goods
 7.7% (8 people): Unsought goods (Figure 4)

Figure 4 Product Category Bought Impulsively

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96 Impulse Buying: A Multi-National Consumer Study

3.5.5. Analysis of Objective 5: To Analyze the Post-Purchase Satisfaction Level and

Probability of Future Purchase.
Regarding satisfaction levels, 69.2% of the respondents are satisfied with their
impulsively bought products and 30.8% are not satisfied with their impulsively bought
products. In terms of whether respondents prefer buying the impulsively bought goods
again 48.1% of the respondents are not sure about the future purchase. 27.9% of the
respondents would probably buy the impulsively bought goods again. It can be concluded
that most respondents are unsure about their satisfaction level with the impulsively
bought products and their future repeated purchase of such goods.

• 69.2% (72 people): Satisfied

• 30.8% (32 people): Not Satisfied (Figure 5)

Figure 5 Satisfied with Impulsively Purchased Products

• 48.1% (50 people): Not sure about future impulsive buying
• 27.9% (29 people): Probably prefer impulsive buying
• 9.6% (10 people: Probably not prefer impulsive buying
• 8.7% (9 people): Very sure about doing impulsive purchases again
• 5.7% (6 people: Very sure that they won’t shop impulsively again (Figure 6)

Figure 6 Prefer Buying Impulsively Bought Products Again

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Yukta Malani, Srihitha Aakula and Zaker Ul Oman 97

3.6.Suggestions
Suggestions in this field of study would be more focused on marketers, entrepreneurs,
and retailers’ point of view. For marketers and entrepreneurs, it is very important to focus
on the factors that lead to impulsive buying in their field of business and focus on
inculcating them in the marketing strategies and control and evaluate them occasionally.
For example, from a generalized perspective, businesses should focus more on
promotional schemes like 50% off or buy one get one free. This creates a sense of value in
the eyes of the customers, and they might feel the product is worth having even if they do
not need it. Customers become emotionally driven at this stage. For retailers and those
manufacturers who set up their own retail outlets, the focus should be on store layout and
environment. The ambiance of the store, placing of compatible products next to each
other, display of products, and presence of pleasant fragrances in the store are important
considerations that are successful in generating impulsive buying behavior from the
target market. Since India is diverse, it celebrates various festivals belonging to various
religions. This is an excellent opportunity for marketers and retailers, as shopping during
the festive season is a ritual in India. If businesses provide festive discounts, it
significantly generates impulsive buying behavior from the target market.

4. Conclusions
This study sought to enhance understanding of the multifaceted phenomenon of
impulse buying in the developing Indian retail context. As modern retailers proliferate
across India, adaptive strategies will be needed to engage consumers accustomed to
cultural norms different from those in established Western markets. The findings indicate
several opportunities for retailers to stimulate unplanned purchasing through strategic
environmental cues and promotional techniques. By capitalizing on contextual influences
like increased income, evolving lifestyles, and credit availability, Indian retailers may be
positioned to realize untapped sales potential from impulse behaviors. However, sensitive
consideration of cultural differences will also be prudent to avoid alienating local
shoppers. Overall, this research contributes novel insights regarding impulse buying
determinants across formats in an emergent retail setting. If leveraged adequately
through synergistic appeal to universal psychological mechanisms while respecting local
values, the impulse construct could prove a successful lever for increasing turnover
without negatively impacting brand perception or relationships with communities
undergoing rapid change. (Baumeister, R. F., Heatherton, T. F., & Tice, D. M.
(1994)).Further exploration of cross-cultural nuances would help optimize such efforts
responsibly and sustainably.

Acknowledgments
We want to acknowledge the support of Dr. Savitri Devi, Principal, Avinash College of
Commerce, for providing the opportunity to undergo the research and for being
constantly helpful during the research.

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