Analysis of The Factors That Motivate The Consumers To Buy Impulsively

Saraogi, Ayushya (2011) Analysis of The Factors That Motivate The Consumers To Buy Impulsively. [Dissertation (University of Nottingham only)] (Unpublished)

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The tactics and the marketing strategies used by the marketers to sell their products through a different phenomenon other than normal selling, such as the products being sold as a result of an impulse purchase, has been proliferated overtime. The phenomenon of impulse buying is though being treated as a bad habit by some people, still accounts for larger part of the sales volume today. Impulse buying has become such a practice that each and every person buys at least a few products on impulse during a particular shopping.

Every country is accountable for purchases made on impulse but in India, the factors motivating such decisions to buy on impulse are rather different in a few aspects. The advertisers with their best marketing tactics try and influence the consumers through different ways to expand their operations and promote their products. This dissertation focuses on examining the perception of these Indian consumers towards impulse buying and the factors motivating them to make such decisions and buy on impulse.

This project begins with a literature review which provides an insight into the research done by the previous authors followed by the structure of the research method adopted to achieve the objective of this study. In depth qualitative interview approach has been adopted to investigate the attitude of the consumer towards impulse buying and how it affects the consumers’ purchase decisions. The findings derived from analyzing the collected data unearthed some very interesting facts which have been summarized in the conclusion and also managerial implication relating to it has been discussed.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 26 Apr 2012 09:10
Last Modified: 20 Sep 2016 00:25

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