TITLE: DEMOGRAPHIC FACTORS AFFECTING ONLINE IMPULSIVE BUYING

INTRODUCTION:
The main purpose of the paper is to determine the correlation of consumers’ demographic factors
on the impulse buying behavior with respect to a number of single impulsivity indicators and one
collective indicator. The paper consists of theoretical and research aspects. The first part
encompasses theoretical insights into the secondary research regarding impulse buying while the
practical part presents the methodology and primary research results. With respect to the subject
matter, research goals as well as previous findings and primary research results, corresponding
hypotheses were set and mainly confirmed. Inter variable correlation and regression analysis has
been performed to test the hypothesis. The results showed that demographic factors, such as the
disposable income and age, are related to most impulse buying indicators and to the impulsivity
collective indicator. However, educational qualification and gender produced marginal association
with impulsive buying behavior. The paper also summarizes research limitations as well as the
work contribution and future research guidelines.
LITERATURE REVIEW:
Online Impulse Buying
Consumers’ buying decision-making has usually been considered as judicious or rational. Consumers
identify and monitor services or products and then compare and evaluate them before choosing the best
suitable ones [24]. Yet, the propagation of online platforms or channels and information technology (IT)
encouraged impulsive behavior by increasing consumers’ access to services and products [11,25,26] and
making the process of payment and purchase much easier. Impulse buying behavior is considered as an
important topic and described in different ways by marketing scholars.

According to [27], in the early stage of research, it was described as unplanned and immediate purchase
behavior while shopping but later an unplanned action was recognized as different from an unplanned
buying [28]. Rook [29] mentioned that impulse buying behavior is connected with a sudden buying,
accompanied by strong feelings of excitement and joy. Beatty and Ferrell [18] reported impulse buying
behavior as an action of purchasing a product without planned action and a behavior shown prior to an
actual buying.
NEED FOR THE STUDY:
Impulsive buying is the degree to which an individual is likely to make un-intended, immediate
and un-reflective purchases and is the result of an exposure to a stimulus, decided on the spot. It
accounts for as much as 40% of online sales. Recent marketing and retail researchers have
classified impulse behavior as a very powerful and real time influence in the consumer buying
behavior process. (Bayley and Nancarrow, 1998; Hausman, 2000; Crawford and Melewar, 2003).
The present research study is useful and will highlight some of its findings which will be useful to
marketer or retailers to understand various demographic factors influencing for impulsive buying
behaviors. This study will also help the marketer to identify the impulse buying behavior in
ecommerce from that they can develop marketing strategies which will help them to increase the
sales and footfalls. This study will provide important areas for improvement to the e-commerce.

OBJECTIVES OF THE STUDY:

 To identifying various demographic factors that motivates to make online impulsive
buying.
 To identify the impact of various identified factors on online impulse buying behavior.

HYPOTHESIS:
 H0: There is no influence of demographic factors on online impulsive buying behavior
 H1: There is influence of demographic factors on online impulsive buying behavior.

SCOPE OF THE STUDY:

This study has examined various demographic factors, affecting impulsive buying. This research
is focused on e-commerce customers in Kerala India. Further, Study has developed model using
SPSS approach which will help to understand important factors contributing for impulsive
Buying.

LIMITATAION OF THE STUDY

1. Scope of study is confined to e-commerce customer in Kerala so it is difficult to find
conclusions about the whole population
2. Respondent may not deliberately report their true perceptions.
 3. Sample size is of the study is very small, so the results cannot be applied to whole
population

RESEARCH METHODOLOGY
Research model:

Independent variables
 Age
 Gender Dependent variables
 Income Group Impulse Buying Behaviour
 Educational
Qualification
 Profession

Research Questions:
1. Find out which demographic factors influence impulse buying behavior of a customer?
2. How Variables effect impulse buying behavior?
3. What is the impact of impulse buying behavior on customers?

Research design: Descriptive and explorative Research design

Sampling Unit (universe of the study): -The consumers, who visit e-commerce website on
regular basis has to be take as the population for this study.
Sample size:
200-250 customers in Kerala.
Sampling Techniques:
Stratified random sampling
Methods of Data Collection:
To meet the objectives of the study, primary data was collected through structured questionnaire
consisting of various closed and open ended questions.
Data Analysis:
Statistical package for social science (Version 16) is used for statistical analysis of collected and
tabulated data and for Developing Model. The following statistical techniques have been used
across the research- Measures of Central Tendency, T test, Regression Analysis, Multiple
Regression Analysis. Percentage analysis, inter variable correlation are used to interpret the
findings

REFERENCE:

1. Abu Bashar, Irshad Ahmad and Mohammad Wasiq, A Study of Influence of Demographic
Factors on Consumer Impulse Buying Behavior, Journal of Management Research

2. J. Josephine Lalitha, Dr. N. Panchanatham, Impulsive buying behaviour of rural people:

with reference to fmcg products, International Journal of Research in Commerce &
Management