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Introduction:-

 About the Organization:-

Wipro consumer care and lightening (WCCLG) a business unit of Wipro Limited operates in the FMCG
segment dealing in consumable commodities. Established in 1945, its first product was vegetable oil, later sold
under the brand name “Sunflower Vanaspati”.
Though product sales and acquisitions, Wipro consumer care and lightening has grown steadily in the
FMCG segment. Wipro consumer care business includes soaps, toiletries, personal care products, baby care
products, wellness products, electrical wire devices, domestic and commercial lightening and modular office
furniture Wipro Consumer care ( WCCLG) is today among the top FMCG companies and amongst the fastest
growing FMCG companies in India. It has presence in over 40 countries with over 8300 employees worldwide.
It has 8 production plants in India and 7 overseas. Besides India, the business has significant presence in Malaysia,
Indonesia, Vietnam, China, Taiwan, Hong Kong, and Middle East. Wipro Consumer Care organic growth has
been led by growth in toilet soaps, domestic and institutional lightening and office furniture. The key brands
include – Santoor ( a Toilet soap brand with extension in talcum powder, hand wash, face wash, body lotion, baby
soap and shampoo), Chandrika soap, Glucovita Bolts, Glucovita Glucose powder, Northwest Switches, Enchanter
and a newly launched liquid dish wash named as Giffy.

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 Wipro FMCG product mix

WIPRO
FMCG PRODUCT MIX
MKIC

Personal Domestic And

Soaps Toiletries Commercial
Food
Care Lightening

Chandrika
Facewash
Santoor Glucovita
Santoor
Handwash Santoor
Body Lotion
Chandrika
Chandrika
Handwash
Santoor Talc

Enchanteur

Deodrants

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Organizational Hierarchy :-

CEO

Vice President (VP)

Regional Manager (RM)

Area Manager (ASM)

Sales Officer (SO)

Sales Representatives (ISR)

 Work Structure- Commented [I1]: Make a note of the fact that internship
divided into 2 parts: Selling work and project

My internship was divided into two parts:-

 Personal Selling:-
On the first day of job my company mentor Mr.Anil Gawade has given us the brief introduction about the
company and the products in which company is dealing. Then he taught us how to deal with customers and
retailers and how to show or let them know about the offers and scheme that company is providing. As I have
done internship in Kolhapur there were major three distributors for whole city: two for retailers and one for
wholesaler. I have worked with one distributor for one month where I done the work of Personnel Selling, Commented [I2]: Give specifics about dealer contest
Branding and Merchandising and the same work with second distributor in the next month. But, in few days I Commented [I3]: Add Mapping, Billing process
have understood so many things and I have also learned so many things which helped me to do my work easily
and effectively. In our company we have made 2 outlets on the basis of purchasing by the dealers. First one is Commented [I4]: Change wording
Normal Outlets & Second one is Star Outlets. Star outlets are those which purchase company’s more than 5
different product and retailer should maintain it in every fortnight visit by sales person and company marked outlet
to the normal outlet when it purchase less than 5 different product. Daily I was given a list of shops in Pulse app
and according to that I have to cover & I have to done beat mapping too in which I have to add new outlets and
remove dead outlets. After mapping is done I have to follow the route. I start my work daily at 9:00am and my
work finishes according to the market because some markets have so many shops & some have less & after taking
orders I have to do go to my distributor office for billing. After billing only products are delivered. And Billing
have to carry out in WISDOM software. Wisdom software through which distributor upload daily route on pulse
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app and ISR follows same route and takes order through app. At end of the day ISR submit all the orders and only
then billing can be done through software.
At the end I have to submit my daily work report to sales officer and Assistant Sales Manager in Following
Manner-
Town
Stockiest or Distributor Name – Ram Trade Link and Varad Agency for Kolhapur
Beat Name-
Total Calls-
Productive Calls-
Non- Santoor Lines-
Non-Santoor Call-
Total Lines-
Value-
Non- Santoor Values-
Giffy Call-

 Branding and Merchandising:-

Along with the personnel selling, I have done the work of branding and merchandising. As Wipro introduces
DDC ( Dealer Display Contest) to motivate retailers for purchasing in large size and to make display on their
shop. Top 35 retailers who make attractive display will be awarded by different prizes. First prize was T.V,
followed by Microwave Oven, Tower fan and water bottles (32 numbers). So we helped retailers for making
display as well as provide banner and danglers for promotion of the products. I have done making display along
with team in Sangli as well as Miraj.

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Project Work:-

As I have done Personnel Selling in outlets situated in Sangli in which I have visited almost 550 outlets.
And during this I come to know that wipro has started dealer display contest (DDC). In my whole internship I
worked on personnel selling, dealer display contest ,dummy outlet survey. While working on dealer display
contest my mentor Anthony D’Souza told me that how DDC helps them increase the sells and promote their
products. This activity help them to increase impulse buying behavior of consumer through visibility and
advertising their product in supermarket and small merchandise. To know more influencing factor of impulse
buying behavior of customer I conducted this project.
When I was working on Dealer Display Contest (DDC) I interacted with 35 retail store owner and 5
supermarket owner, they told me that 20%-25% sells of wipro product is increases in DDC period. I had worked
on one cluster in Sangli and Miraj. Some picture of DDC are shown below.

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Introduction
An impulse purchase or impulse buy 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. Research findings suggest that emotions and feelings play a decisive role in
purchasing, triggered by seeing the product or upon exposure to a well crafted promotional message.
Impulse buying can also extend to so-called "big ticket" items such as automobiles and home
appliances. Automobiles in particular are as much an emotional purchase as a rational one. This in
turn leads auto dealers all over the world to market their products in a rapid-fire, almost carnival-like
manner designed to appeal to emotion over reas

Impulse buying disrupts the normal decision making models in consumers' brains. The logical
sequence of the consumers' actions is replaced with an irrational moment of self gratification. Impulse
items appeal to the emotional side of consumers. Some items bought on impulse are not considered
functional or necessary in the consumers' lives. Preventing impulse buying involves techniques such
as setting budgets before shopping and taking time out before the purchase is made.
An impulse purchase or impulse buy is an unplanned or otherwise spontaneous purchase. One who
tends to make such purchases is referred to as an impulse purchaser or impulse buyer Impulse buying
can also extend to so-called "big ticket items such as automobiles and home appliances. Automobiles
in particular are as much an emotional purchase as a rational one. This in turn leads auto dealers all
over the world to market their products in a rapid-fire, almost carnival-like manner designed to appeal
to emotion over reason.

Factors Affecting Impulse Buying

According to Hausman (2000), most studies before 1987 focused on the definitional issues of impulse
purchasing, and ignored the understanding of ‘why’ consumers act impulsively on a frequent basis.
In the recent past, several researchers have highlighted various factors that can trigger the impulsive
buying behavior of a consumer.
Mentioned that such a behavior can be influenced by “anything that is going on at that time”;
both ‘psychological and physical’ or ‘internal and external’. Though the words customer and
consumer are used interchangeably, they are not the same.
Internal Factors

The internal cues refer to consumers’ self-feelings, moods, emotional states (Youn and Faber, 2000),
FACTORS
AFFECTING
INTERN EXTERN
AL AL
Emotio Demograp
ns hic
Personali
ty

marketer

other

and personality traits (Weinberg and Gottwald, 1982) (see Figure2). Consumers’ emotions and
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personality traits have been regarded as important components of internal triggers for impulse buying.
It has been speculated that impulsive buyers are more likely to be responsive to their emotional
conditions (Gardner and Rook, 1993) than non-impulsive buyers (Weinberg and Gottwald, 1982).

Internal Factors

Emotions Personality Traits

Sudden Self-Control

Exciting Stress Reaction

Mesmerizing Absorption

Emotional Conflict

Emotional States
Emotions can be defined as, “a mental state of readiness that arises from cognitive appraisals of events
or thoughts; has a phenomenological tone; is accompanied by physiological processes; is often
expressed physically; and may result in specific actions to affirm or cope with the emotion, depending
on its nature and meaning for the person having it” (Bagozzi et al., 1999:184).
Personality Traits
The strength or intensity (how exciting or inspiring the emotion was), direction or symptom (whether
the emotion was pleasant and amusing or not), and quality or content (how much joy, guilt, or
astonishment did the emotion elevate) of an emotion highly depend on the personality traits of the
customer developed a nine-item scale for measuring the impulsive traits of a consumer, lack of self
control, stress reaction, and absorption, which affect the emotional behaviour, impulsiveness and
normative decisions of a consumer
External Factors
Though emotional states and personality traits are important ingredients for impulsive purchase, these
factors in most circumstances are activated or triggered by the external cues. The impulsive behaviour
is viewed to be directly controlled by stimulus and though a large part of individual’s reaction depends
on his or her personality traits a major role is played by the external factors as the initiator of impulse.
Having discussed the internal factors (emotional states and personality traits) that influence the
impulsiveness of a buyer, it is now important to understand the affect of various external factors, that
are not in control of the consumer, on customer impulsivity, to fully answer the ‘why’ of impulse
buying

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EXTERNAL

DEMOGRAPHICS SOCIOECONOMIC IN-STORE ENVIRONMENT

Gender Culture Ambience

Age Income Design

Life style Social

Others

Demographics
Several researchers and authors have concluded that demographics play a very important role in the
purchasing and consumption decisions of consumers Variables like gender and education level make
a significant difference to consumer impulsiveness and in the number of impulse purchase
transactions completed. As mentioned earlier, consumers consume products not only for its functional
benefits, but also for the symbolic meanings associated with it.
Also say that shoppers under the age of 35 years are more prone to impulse buying compared to those
over 35 years of age. Research on trait impulsiveness shows that younger individuals score higher on
impulsivity compared to older people (Eysenck et al., 1985; Helmers etal., 1995) as they demonstrate
less self-control than adults (Logue and Chavarro, 1992).Impulsiveness is linked to emotional
stimulation; and older individuals display greater command over emotional expression than the
younger adults (Lawton et al., 1992).

Socio-Economic
In the past impulse buying behaviour had been considered socially wrong (Solnick et al., 1980) and
economically superfluous (Rook, 1987), and people tried to suppress their natural impulse instinct in
accordance with social norms (Hausman, 2000). With time the consumption pattern has changed and
people now consume conspicuously to express a sense of self-identity (Dittmar et al., 1996) and make
an impression in the social world (Crawford and Melewar, 2003), making shopping a leisure and
lifestyle activity (Wood, 2005).

Ambient Factors
Music is capable of evoking complex affective and behavioral responses in consumers (Mattila and
Wirtz, 2001) in retail environments (Milliman, 1982; Yalch and Spangenberg, 1990). A musical
composition is composed of three dimensions, physical dimension, emotional tone and preferential
dimension (Bruner, 1990). The consumer is likely to stay longer in an environment where the music
is being played to his preference, compared to, the environment where the music is not up to his/her
taste (Milliman, 1982; Yalch and Spangenberg, 1990). Music also helps the consumer to relieve
tension andgenerate a positive affect (Lam, 2001).

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IN-STORE ENVIRONMENT

AMBIENCE DESIGN SOCIAL OTHERS

Music Display Employees Price

Scent Layout Crowd Sales Promotions

Lighting Colour

In-store Factors
Scent has been divided along three different (not necessarily independent) dimensions, the affective
quality of the scent, its arousing nature, and its intensity (Spangenberg et al., 1996). Ambient scent is
different from non-ambient scent, as it does not originate from any particular object but is present in
the environment (Mattila and Wirtz, 2001). It affects individuals’ perception about the store and the
products (Gulas and Bloch, 1995).

Design factors
Colour can produce certain autonomic biological reactions, create certain emotional responses and
obtain attention (Bellizzi et al., 1983). Bellizzi et al. (1983:22) defined approach orientation of colour
“as the power of stimulus colour to encourage attention during and after exposure to this stimulus”.
Retailer have used colour to put consumers in the buying mood. The use of warm colours like, red or
yellow, on ackaging, and the use of cool colours, like blue or violet, on the background and walls,
draws customer attention (Bellizzi and Hite, 1992). In previous researches it was found that overall
warm colour help attract consumers and cool colours help generate consumer responses favourable
to the retailers (Lam, 2001), thereby, influencing the consumer behaviour in the store. The store layout
represents the ‘task environment’ (Iyer, 1989:42). The characteristics of the in-store situation (Bloch
and Richins, 1983) may increase interest in differentiated aspects of the environment and thus capture
the consumer’s attention (Underhill, 1999).

Social Factors
The density and behaviour of consumers and employees in a retail environment has a major impact
on consumers’ decision making processes. With an increase in the number of consumers and
employees in an environment the atmosphere gets crowded and reduces pleasure for consumers
(Eroglu and Machleit, 1990). In a crowded surrounding individuals will have less control over the
environment and the satisfaction would be less (Hui and Bateson, 1991).

Other Factors
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A few other factors like price and in-store sales promotions, act as major initiators of impulse
purchases. Goff (1995:124) proposed that “prices can make even the smartest of the executives to
buy a product at an impulse” and it even makes it easier for the children to buy the small toys (pick-
up items) at the billing counters just because it cheap (Kellachan, 2002).Boorstin (1973:113)
describes the basic principle upon which Woolworth’s built a successful business: “If an attractive
item was offered at a low enough price, the customer would buy it if he needed it—but if the price
was low enough and in convenient coin, perhaps the customer would buy it anyway on the spur of
the moment, whether or not he ‘needed’ it”.
 Problem Statement:
Evaluate the factor influence of impulse buying on attitudes of customers.
Analyze the effectiveness of all variables.
 Significance of study:
The study is conducting to find out which factors effect impulse buying behavior of customers and it is
significant for marketers as by the results of this study they can increase their sales and
enhance their revenues. It’s a theoretical contribution. Through the results of researchers can make
improvements and increase their profits. This study shows the impact of all variables on impulse buying and
gives ways how marketers and retailers are able to expand their business. It also helps in future researches.
 Objectives :
Examine the impact of impulse buying behavior on customers of Bahawalpur Division.
Main objective is to identify which factors increase impulse buying behaviour
 Proposed Hypothesis:
This article focuses on variables that influence impulse buying behavior of customers. Variables like store
atmosphere, point of purchase display, income level, payment facility, promotional activity and gender. On the
basis of the impulse buying behavior following hypothesis has been derived:
H01: There is no influence of low cost on impulse buying behaviour of customers.
Ha1: There is influence of low cost on impulse buying behaviour of customers.
H02: There is no influence of point of purchase display on impulse buying behaviour of customers.
Ha2: There is influence of point of purchase display on impulse buying behaviour of customers.
H03: There is no influence of promotional activity on impulse buying behaviour of customers.
Ha3: There is influence of promotional activity on impulse buying behaviour of customers.
H04: There is no influence of payment facility on impulse buying behaviour of customer
Ha4: There is influence of payment facility on impulse buying behaviour of customer
 Research Methodology:
This research analyzes the relation of impulse buying behavior with store atmosphere, point of purchase display,
income level, promotional activity, payment facility and gender.
Research Methodology-
1. Research Design- Exploratory and Descriptive
2. Sample Size (Total)- 120
3. Sampling Technique- consumer- Convenience Sampling
4. Sampling Area- sangli
5. Research Instrument- Structured Questionnaire
6. Number of Questions- 9
7. Data Collection- Primary Data
8. Data Analysis Tool- MS- Excel
9. Data Analysis Techniques- Table, Cross Table, Pie Charts.
10. Research Time Frame- 1st June to 30th June
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 Research Design:
Research design refers to the researchers over plan for obtaining answers to the research questions and the
strategies that the researchers adapt to develops information that as adequate, accurate, objective and
interpretable. Research design is a blue print study that maximizes control over factors that could interfere with
the study-desired outcome.

 Limitation of the study

The study is based on the information of the representation sample group selected from total population. So it
will cover the whole customer in Salem city .The analysis was based on the collection with the help of
questioners and this might has its own limitation. The period of study restricted to want of arability of data. The
study is focused on only customers based. The area of the study is not applicable to other then Salem city. The
researcher is focused only limited impulse buying product. The data collected only from customer attitude.

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DATA ANALYSIS AND INTERPRETATION

Gender wise Classification
Particular No Of Respondents Percentage

Male 51 42.5%

Female 69 57.5%

Total 120 100%

Source: primary data

From the above table was clear that out of 120 respondents taken for this study, 57.5% of the respondents
were female and remaining 42.5% of the respondents were male.

No Of Respondents

51

120

69

Male Female Total

Gender wise Classification

Response to Point of purchase display influence your impulse buying

Particular No Of Respondents Percentage

Strongly Agree 27 22%

Agree 54 45%
Moderate 24 20%
Disagree 12 10%
Strongly Disagree 3 3%
Total 120 100%
Source: primary data
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From the above table it was identified that out of 120 respondents taken for this study, 45% of the
respondents were agree to with Point of purchase display influence their impulse buying . At the
same time 22% of the respondents were strongly agree, 20% of the respondents were moderately
agree, 10% of the respondents were disagree and remaining 3% of the respondents were strongly
disagree.
Response to Point of purchase display influence your impulse buying

Percentage
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Strongly Agree Agree Moderate Disagree Strongly
Disagree

45% of the respondents were agree to with Point of purchase display influence their impulse buying
because the method of organizing object exactly in perfect order for highlighting product
availability in shop”. It is also known as Point of purchase display , its aim is to communicate
the retail and company fashion value, quality, building separate identity in consumers. Aim of
Point of purchase display to instruct consumers and increase the store & company’s illustration
and support copious and displaying goods with each other and with accessories. The retail stores
try to improve their image of store, and present their products to consumers in such a way that can
clutch their attention, making them faithful to the brands so that customers can make purchase
decision self-surely.”

Response to promotional activity influence your impulse buying

Particular No Of Respondents Percentage

Strongly Agree 30 25
Agree 48 40
Moderate 24 20
Disagree 18 15
Strongly Disagree 0 0
Total 120 100
Source: primary data

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From the above table it was identified that out of 120 respondents taken for this study, 40% of the
respondents were agree to with promotional activity influence your impulse buying . At the same
time 25% of the respondents were strongly agree, 20% of the respondents were moderately agree,
15% of the respondents were disagree and remaining 0% of the respondents were strongly disagree.

Response to promotional activity influence your impulse buying

Percentage

40
35
30
25
20
15
10
5
0
Strongly Agree Moderate Disagree Strongly
Agree Disagree

From the above table it was identified that out of 120 respondents taken for this study, 40% of the
respondents were agree to with promotional activity influence your impulse buying, this show that it
is an important factor that influence impulse buying of majority people.

Response to low cost influence your impulse buying

Particular No Of Respondents Percentage

Strongly Agree 42 35
Agree 21 17.5
Moderate 30 25
Disagree 21 17.5
Strongly Disagree 6 5
Total 120 100

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Source: primary data

From the above table it was identified that out of 120 respondents taken for this study, 35% of the
respondents were strongly agree to with low cost influence your impulse buying . At the same time
17.5% of the respondents were agree, 25% of the respondents were moderately agree, 17.5% of the
respondents were disagree and remaining 5% of the respondents were strongly disagree.

Response to low cost influence your impulse buying

Percentage
35
35
30 25
25
17.5 17.5
20
15
10 5
5
0
Strongly Agree Moderate Disagree Strongly
Agree Disagree

From the above table it was identified that out of 120 respondents taken for this study, 35% of the respondents
were strongly agree to with low cost influence your impulse buying . At the same time 17.5% of the
respondents were agree this shows that it one of major factor which influences impulse buying.

Response to Payment facility influence your impulse buying

Particular No Of Respondents Percentage

Strongly Agree 12 10
Agree 27 22.5
Moderate 24 20
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Disagree 21 17.5
Strongly Disagree 36 30
Total 120 100
Source: primary data

From the above table it was identified that out of 120 respondents taken for this study, 30% of the
respondents were strongly disagree to with Payment facility influence your impulse buying . At the
same time 22.5% of the respondents were agree, 20% of the respondents were moderately agree,
17.5% of the respondents were disagree and remaining 10% of the respondents were strongly agree.
Payment facility increases some people capacity also it gives convenience but while
sampling in area like sangli they are little aware of this thing so responses are distributed in all five

Response to Payment facility influence your impulse buying

Percentage
30
30

25 22.5
20
20 17.5

15
10
10

0
Strongly Agree Moderate Disagree Strongly
Agree Disagree

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Conclusion

Consumer is affected by both internal and external factors of impulse buying. Since impulse buying behaviour is
often stimulus driven increased exposure to certain stimuli increase the likelihood of impulsively buying refer to
marketing cues that are placed and controlled by the marketer in attempted to lure consumers into purchase
behaviour. Our study shows that atmospheric cues in the retail environment act as important trigger that influences
a desire to purchase impulsively.

From my research I found that there is influence of low cost, point of purchase display, promotional activity,
payment facility on impulse buying behaviour of customers.

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Learnings from the Internship:- Commented [I5]: On separate page, separate section

 Route planning as well as making daily plan to achieve target - Route planning gives an idea about
number of outlets, average sale of the beat. And it makes easy to visit outlets.
 Learned how to handle various retailers and maintaining company’s relationship as well – Handling
retailers and giving information about various schemes provided by company helps to get orders.
 Experienced the organizational realities of work and ground realities – During meeting I have
experienced about target is most important thing that everyone has to achieve and executing plan in the
market is never easy at all.
 Learned Understanding the short tricks of selling and manipulation of sales call according to the
customer need- There is need to maintain good relation with retailer to convert call into productive call
and have to give more information schemes that beneficial for retailer.
 Learned the Flow of channel selling hierarchy from manufacturer to the customer- Here operations
things like supply chain management and logistics came into picture and through which product are
reached to the end user.
 Maintaining the co-ordination between company, distributer and customer- There must be co-ordination
between company and distributor as well as customer about particular product either its doing well in
market or not.
 Various behaviors’ of shop keepers, during various circumstances like during taking delivery of the
product ordered, re-ordering and negotiating expired products.
 Learned how to Negotiate, Pitching sales call, manipulation of schemes and discounts according to the
customer, Promote products and co-ordinate with sales team.
 Learned how SO( sales officer) plans primary order from every distributor and gets secondary sales
report from ISR every day and matches the target weekly.
 I used to go into the market and take orders from the retailers. Once or twice there was shortage of
stock at distributor point. When the stock had arrived I reconfirmed the orders from retailers and
delivered the goods on my own. I have applied my thoughts and took the decision of delivering the
goods on my own as I didn’t want Wipro’s image to be ruined in the market because of me. So I learned
the negotiation skills and decision making ability.

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8. BIBLIOGRAPHY
1. Marketing material provided at Wipro, Pune.
2. http://wcclg.com/
3. http://wcclg.com /wisdom

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APPENDIX

For Educational Purpose Only

Customers
Prepared By- Rohit Dhole

IMDR Pune

Date: ___/___/______

Name:
Sex: Male Female  Other Age: _____
Address:

Occupation:
Income: Less than 10000  10000-30000  30000-50000  Above 50000

Q1. Who influences your purchase ?

friends ( ) b) self ( ) c) family ( ) d) spouse ( ) e) others specify___________________

2. How often do you shop?

a) Daily ( ) b) weekly ( ) c) fortnightly ( ) d) monthly ( ) e) occasionally ( )

3. On which occasions do you make purchase?

a) festivals ( ) b) gifts ( ) c) offers ( ) d) weddings ( ) e) othes specify________________

4. What is the average time that you spend for shopping in month?

a) Less than 30 minutes ( ) b) 30 min –1 hour ( ) c) 1 hr–2 hrs ( ) d) more than 2 hrs ( )

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6. Point of purchase display influence your impulse buying. To what extent do you agree and disagree with
statement?
Strongly agree ()
Agree ()

Moderate ()

Disagree ()

Strongly disagree ( )

7. promotional activity influence your impulse buying. To what extent do you agree and disagree with
statement?
Strongly agree ()
Agree ()

Moderate ()

Disagree ()

Strongly disagree ( )

8. Payment facility Offer influence your impulse buying. To what extent do you agree and disagree with
statement?
Strongly agree ()
Agree ()

Moderate ()

Disagree ()

Strongly disagree ( )

9. Low Price influence your impulse buying. To what extent do you agree and disagree with statement?
Strongly agree ()
Agree ()

Moderate ()

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Disagree ()

Strongly disagree ( )

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