IMPULSIVE BEHAVIOR OF

CUSTOMERS IN DIFFERENT
SHOPPING MALLS OF KOLKATA

PRESENTED BY
BINNY GUPTA
ASHISH TIWARY
ANUPAM SARKAR
AMIT SINGH BHATI
ANIL NUMAR DHIMAN
ASHWINI KUMAR MEHER
 Objectives
 Analyze the factors effecting impulsive behavior
like placing, packing, etc.

 Analyze the customer’s mentality.

Strategies adopted by the retailers.

Recommendations to the retailers.

 Methodology
Primary Data collection
Direct interview
E-Mail
Telephone Interview

Secondary Data
40
30
20
10
0
Male Female

Demographic data considering respondents age

45 and a... 7

3 9

2 15

1 29

12%
12%
40%

Student
Service
House-wife
Business
37%
• Customer Questionnaire
• Do discount offers regarding products affects yours impulsive buying
behavior?(YES, NO,DEPENDS)
• Do various schemes (like buy 1 and get 1 free) attract you to do impulsive
buying?(YES,NO,DEPENDS)
• Advertisement of products in print or visual media attracts you to do impulsive
buying behavior?(YES,NO,DEPENDS)
• What attracts you the most at any shop-
• Display of products in store attracts your attention
• Packaging of product
• Placing of product
• Compatibility of another product with the product you are buying
• Does the behavior of sales person affect your impulsive buying behavior?
(YES,NO,DEPENDS)
• Your income status affects your impulsive buying behavior?(YES,NO)
• Do you regret after impulsive buying?
• What are the reasons behind your regression for the above?
 Factors affecting impulsive buying-
1. Discount offers regarding products

2. Various Schemes

3. Attractive thing at any shop

4. Behavior of sales person

5. Income status of customers

 1. Discount offers regarding products-
Out of 60 respondents 43 (app.72%) are attracted towards various
discount offers.
43

14

3
YES

2. Various Schemes- NO
DEPENDS

42(70% of total 60) respondents finds the schemes interesting and

purchase the products impulsively.

42

18

YES
NO
 Attraction at any shop
2%
Display
25%
Packaging
37%
Placing

Compatibility
28%
8% NO other factor

3. Most attractive thing at any shop

A).Display of products.
B.)Packaging of products.
C.)Placing of products.
D.)Compatibility of another product with the product you are buying.
Compatibility factor attracts most attention 37% (22 out of sample
size 60) and While 28% feels that packaging of product is most
attractive at any shop
 4. Behavior of sales person-
39out of 60 (65%) respondents believe that they usually motivated
by the good behavior of the sales person.
39

21

YES NO

5. Income status of the respondents-

47 of the total 60 respondents (78.33%) accepts that their income
status affects there impulsive purchase.

47

13

YES NO
• REGRET AFTER IMPULSE BUYING
Nearly 40% regret after impulse purchase
REASONS-
1.Unable to use all of them.
2.Later found that anything no use to them.
Strategies to make the purchase regretless
1.Bring cash with them instead of credit cards.
2. Bring a friend or family members who they
believe that will stop them from over
purchasing which include impulse buying.
Strategies by Retailers(findings)
1.Focus on varieties

2.Impulse is the greatest substitute for any product.

3.Offer free trail

4.Display items outside the outlet.

5.Food items- showing nutritional value of different

items
 RECOMMENDATIONS
• Special training for salespersons
• Incentives on the basis of sales
• Retain salesperson for longer period
• Place items which can attract female and 18-
25 years age group
• Focus on compatibility and packing rather
then placing
• Place costly items for impulsive buying
• While giving discount offers never
compromise on quality
 conclusion
• Impulse buying is a very subjective concept
and it depends on multiple factors
• Every product category witness impulse
buying
• impulse buying is a common method of
product selection.
• The impulse to buy is a complex process
and may result in emotional conflicts.
• But still marketers can take advantage of
the impulse behavior