A Study on A STUDY ON IMPACT OF FASHION INFLUENCERS OF

INSTAGRAM ON IMPULSE BUYING BEHAVIOUR OF GEN-Z IN

SURAT CITY

A PROJECT SUBMITTED TO
Bhagwan Mahavir College of Business Administration
In partial fulfillment of the requirement
For the award of Degree of

Bachelor of Business Administration

IN MANAGEMENT UNDER FACULTY OF MANAGEMENT

Submitted By:

DIVYA RAWAL

Under the guidance of

MR. KRISHNA DOCTOR

Veer Narmad South Gujarat University, Surat

[April, 2022]
 TABLE OF CONTENTS

Sr. No. Chapter Contents Page

No.

1 Title Page

2 Certificate Pages

2.1 Certificate by College

2.2 Declaration by scholar

3 Acknowledgements
4 Abstract
5 Chapter 1 Introduction/About Topic 1-5

1.1 Introduction
1.2 • Instagram Marketing
1.3 • Fashion Influencers
1.4 • Impulse buying behavior
1.5 • Online selling
1.6 • Gen-Z
6 Chapter 2 Literature Review 6-8

7 Chapter 3 Research Methodology 9-10

3.1 Research Gap 9

3.2 Problem Statement 9

3.3 Objective of study 9

3.4 Research Design 9

3.5 Sampling Plan 10

8 Chapter 4 Data analysis/Interpretation 11-25

9 Chapter 5 Findings and Conclusions 26-28

5.1 Findings 26-27

5.2 Conclusion 27

5.3 Limitations 27-28

5.4 Scope of study 28

10 Bibliography 29

11 Annexure 30-33
 DECLARATION

I DIVYA RAWAL, from of Bhagwan Mahavir College of Business Administration, Vesu

– Surat, hereby declare that the project report has been undertaken as a part of 6th Semester of
Bachelor of Business Administration (BBA) syllabus of Veer Narmad South Gujarat
University, Surat. I declare that this report has not been submitted to any other university or
institute for any other purpose.

Date: 28-3-23
Place: Bhagwan Mahavir College of Business Administration

DIVYA RAWAL
 ACKNOWLEDGEMENT
The work of doing research for the award of BBA degree needs supports of many people. First
and foremost, I acknowledge GOD for giving me the wisdom and confidence in accomplishing
this work. It is these people who have made, sure that what was my passion and interest turned
out to be a concrete body of knowledge produced after rigorous empirical work and scientific
analysis.
I wish to express my sincere thanks to Dr./ Mrs. Cheta Desai, I/C. Principal of Bhagwan
Mahavir College of Business Administration, Vesu – Surat, who gave me the chance to do this
project report.
I wish to express my gratitude to my internal guide Mr. Krishna Doctor whose constant help
and support at all stages of this project has enabled me to complete it.
Last but not least, I thank all those who have helped me directly or indirectly during the course
of this project.
 ABSTRACT
This report is a detailed study and analysis on “A Study on Impact of Fashion Influencers Of
Instagram On Impulse Buying Behavior Of Gen-Z In Surat City” Today most businesses are
consumer centric in their approach and prefer digital marketing and social media marketing.
Advertising on social media and specially Instagram is done in a very subtle manner, almost at
a subconscious level and influencers are a good example of that. This type of advertising has a
long-lasting impact on the public. If done right, it is interactive, engaging and forms a
connection rather than only appealing to the rational side of the consumer.

The main objective behind conducting the survey is to know to study the impact of fashion
influencers of instagram on consumers impulse buying behaviour in Surat city. A descriptive
research design is used to conduct this survey. Questionnaire has operated as an instrument for
data collection. Total sample of 151 respondents was taken. Primary data will be collected
through a structured questionnaire. The observations will be studied and presented in the form
of findings.

Influencer marketing has become more and more popular nowadays. Companies collaborate
with influencers to increase their popularity and hence, their market share. When Gen- Z in
Surat are making purchasing decisions, they focus more on spiritual and entertainment so that
they will make more impulse buying. Besides, the easy access to digital devices makes it
easier for people to purchase the products promoted by influencers.

From the study it is concluded that Instagram influencer marketing plays a significant role in
choosing lifestyle by various consumers and many invest their money on evolving fashion.
Research concludes that for reaching to Gen Z influencers can be utilized effectively.

(Keywords: Impulse buying behavior, Instagram Marketing, Fashion Influencers, Consumer

behavior; Online selling, Gen-Z, Influencer Marketing)