Factors Affecting Impulse Buying Behaviour of Consumers at Shopping Malls in Indore City (M.P)

Abstract

Impulsive buying, often known as impulsive purchase, refers to any purchase that a paperback makes without prior planning. This article is an attempt to identify the elements that influence Indore City shopping promenades' impulsive purchase behavior. The effects of colorful factors, such as discounts, color schemes, promotional conditioning, retail store offers, product displays, deals person gestures, product fashionability, reference group influence, guest income positions, and jubilee seasons, on consumer impulse buying behaviors have been analyzed. The study is based on primary data that was gathered using a standardized questionnaire from Treasure Island and Phoenix Mall. SPSS software has been used for data analysis. Factor analysis is the statistical analysis method used in this investigation. According to the analysis, people's purchasing power has significantly increased as a result of rising incomes and a growing number of individuals adopting western culture. Consequently, pricing methods, store attributes, situational circumstances, and promotional conditioning have all contributed to a significant increase in the impulsive purchase of items. Keywords: shopping malls, impulsive purchasing, pricing tactics, store attributes, situational factors, and promotional activities.