Consumer Behaviour On Impulse Buying - Retail - Behavior

11/22/2019 consumer behaviour on impulse buying | Retail | Behavior
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Title of the research paper:

Factors affecting impulse buying behavior in FMCG sector with special ref
and Vishal Megamart in Delhi/NCR region.
There are many factors which affect Consumers Impulse Buying Behaviour
we are only analysing marketer’s driven factors which are:
• Price and discount

•
Advertising and sales promotion

• Visual merchandising
• Emotional attachment
• Company
• Income
• Festival season
Key words:-
Impulse buying, Retail industries in India, FMCG sector
https://www.scribd.com/doc/5994975/consumer-behaviour-on-impulse-buying 1/24
Abstract Search 
This paper is an attempt to find the variables/factors that effects custom
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behaviour in FMCG sector considering retail market
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in India. The impac
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buying factors like sales and promotions, placement of products, win
effective price strategy etc on customer impulse buying behaviour has been a
A hypothetical model has created in this paper which has been taken into c
research work on impulse buying beahviour of the consumers. The study is
data collected from Vishal Megamart and Big Bazzar from the area of DEL
Project Report onwith the help
Impulse of
Buying structured questionnaire
impulse buying on ricter scale.
NEW SEARCH ChangesData
in analysis has b
A Research
Buying Behavio… Questionnaire report Consumer… Consumer… Proposal -…
software. The statistical analysis method employed in this study is Factor An
After the through analysis of the available data it has been found out t
individual is increasing and more and more people are moving toward
dressing sense, in eating etc so the purchasing power of the people has rea
the impulse buying of the commodities is on a great increment mainly due to
retail players and full of festivals throughout the year.
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Introduction
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Impulsive purchasing, generally defined 
as a consumer’s unplanned pu
important part of buyer behavior. It accounts for as much as 62% of superm
of all sales in certain product categories. Though impulsive purchasing has
Related titlesconsumer research. Unfortunately, there is a dearth of research on group-lev
This research suggests that the presence of other persons in a purchasing

have a normative influence on the decision to make a purchase. The natu
however, depends on both perceptions of the normative expectations of the i
the influence and the motivation to comply with these expectations. Peers a
Project Report onare Impulse

the two primaryimpulse
Buying sources of social
buying NEWinfluence,
SEARCH often have
Changes in different normati
A Research
Thus, it has been evaluated two factors that are likely to affect the motiv
social norms:
a) The inherent susceptibility to social influence and
b) The structure of the group
Group cohesiveness refers to the extent to which a group is attractive to its m
proposed by Fishbein and Ajzen helps conceptualize these effects. This
behavior is a multiplicative function of expectations for what others co

desirable and the motivation to comply with these expectations.
Company profile
In the present research paper, the study has been focused on Big Bazzar and
know the impulse buying behaviour of the consumers. The brief profiles of t
follows:
Big Bazzar
Big bazaar is owned and operated by Future Bazaar India Ltd., a subsidiary
(India) Limited. As part of India’s largest retail chain, it enjoys the benefits
the entire group and keeps the margins low, so that customers get a great
great prices. Pantaloon Retail (India) Limited led by Kishore Biyani is t
retailer. It owns and operates multiple retail formats including Pantaloon
Bazaar, Central, E-Zone, Fashion Station, Depot and many others.

, , , , p y
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Pantaloon Retail was selected as the Best of Best Retailers in Asia by Ret
500 magazine in 2006.Big Bazaar was awarded the CNBC-Awaaz Consu
Project Report onandImpulse Buying
the Readers' impulse Platinum
Digest buying NEW SEARCH
Brand ChangesFurther
Award 2006. in A Research
details on
available on www.pantaloon.com
Vishal Megamart
Vishal Megamart is India’s first hyper market which is having 126 showro
states. Vishal is one of fastest growing retailing groups in India. Its outlet
price ranges. The showrooms have over 70,000 products range which fulfil
needs, and can be catered to under one roof. It is covering about 2059292 l
across India.
Each store gives you international quality goods and prices hard to mat
turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic lea
Chandra Aggarwal. The group had of turnover Rs 2884.43 million for
6026.53 million for fiscal 2007. The Vishal stores offer affordable family fa
every pocket.
Research methodology
The research methodology was divided into two stages which invo
collecting the data in order to achieve the objective of project.
1. Collecting data regarding the potential customers from the exi

Bazzar & Vishal Megamart
2. Collecting the primary data directly with the customer wit
questionnaire (Refer Annexure-1).

Search
The research methodology was divided into  two s
two stages which involve
the data in order to achieve the objective of project.
DownloadWe
Now  Search
have taken into consideration a hypothetical 
documentimpulse buyin
consumer
Related titles(Refer Fig 4) which has been mentioned in conclusion and findings part.
Research design

Project Report on Impulse Buying impulse buying NEW SEARCH Changes in A Research
In this project multi stage sampling is used because the total population was too lar
to time constraint it was not practically possible to make a list of entire population .At
I have divided sample area wise and then further divided it into income status so th
correct and related information.
Sample design
• Sampling Unit: Vishal Megamart And Big Bazzar Customers
• Sampling Size: 100 potential customers
• Sampling technique: multistage sampling
• Sampling area: Delhi and NCR regions
• Contact Method: Personal Contacts.
Literature review
There was a study conducted by “Sales & Customer Service Department” of “Texas A
Extension Service Texas A&M University System College Station, Texas”. Accord
study the researchers find the tips to increase the impulsive sales of the flowers. The
the study were:
Ti f B i I l S l
Tips for Boosting Impulse Sales:
Search
Creating variety in the department with frequent 
changes of display and movement o
sold merchandise also entices customers. Recognizing items that typically make
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contribution  Search
to sales and replacing them with items document
that create inc
"sales appeal"
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likelihood of impulse sales. Displays that tie in with a national slogan or storew
generate interest, as do displays that highlight special products and services.
• Tip 1: use color to create original, eye-catching displays.
• Tip 2: use themes to create interest in unusual products and renew interest in
items.
•
Tip 3: keep undecorated plants available to attract consumers who are
Project Report on Impulse Buying
themselves. impulse buying NEW SEARCH Changes in A Research
• Tip 4: create displays that emphasize special products or services.
• Tip 5: change stock and displays often so consumers are drawn into the depar
week.
• Tip 6: be flexible enough to change an item or arrangement that isn¹t selling.
• Tip 7: have a person on hand to provide information and assistance at all times
• Tip 8: create a friendly, comfortable atmosphere with accessible displays that

browsing.
• Tip 9: offer only quality plants and floral arrangements.
• Tip 10: situate the department so that customers know where it is and can
most areas of the store
most areas of the store.
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Data analysis
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Demographic profile of respondents  Search document 
Descriptive profile of respondents (n=100)
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Gender
Fig 1 Demographic data for genders
The above graph inferences that most of the time male genders are the one who goes f
buying decision.i.e. 88% are male respondents in our research while female comprises
12% of the toatal respondents.
Age Fig .2. Demographic data considering different age grou
From the graph its easily visible that the age group 18-25 are the one who go maximum
impulse buying since this is the age group when they are most active having some pow
purchasing too.
Occupation
Fig. 3. Demographic data considering their occupations
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11/22/2019 consumer behaviour on impulse buying | Retail | Behavior

Download Now  Search document 

Title of the research paper:

• Price and discount

Advertising and sales promotion

Impulse buying, Retail industries in India, FMCG sector

Trusted by over 1 million members

Start Free Trial

This research suggests that the presence of other persons in a purchasing

Project Report onare Impulse

behavior is a multiplicative function of expectations for what others co

Bazaar, Central, E-Zone, Fashion Station, Depot and many others.

1. Collecting data regarding the potential customers from the exi

questionnaire (Refer Annexure-1).

• Sampling Size: 100 potential customers

• Sampling technique: multistage sampling

• Sampling area: Delhi and NCR regions

• Contact Method: Personal Contacts.

• Tip 1: use color to create original, eye-catching displays.

• Tip 6: be flexible enough to change an item or arrangement that isn¹t selling.

• Tip 8: create a friendly, comfortable atmosphere with accessible displays that

• Tip 9: offer only quality plants and floral arrangements.

Age Fig .2. Demographic data considering different age grou

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Download Now  Search document 

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Retail Behavior Factor Analysis Variance Consumer Behaviour

Project Report on Impulse Buying impulse buying NEW SEARCH Changes in

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