A PRESENTATION ON

A study on evaluation of factors affecting consumers impulse buying behaviour with special reference to Guwahati shopping malls

Presented by: Manash Protim Boruah Roll No:33/D/2011

ABOUT THE PROJECT

Objectives of the study: To study the external and internal factors that affects impulse buying behaviour of the consumers in modern trade. To evaluate the relative importance of each factor that triggers impulse buying behaviour. To determine the most important factor that governs impulse buying behaviour. To determine the percentage occurrence of impulse buying during regular purchases.
Contd

SCOPE OF THE STUDY:

Area of the study: Impulse buying in shopping malls of Guwahati city.

RESEARCH METHODOLGY
Research design:

Descriptive Cross sectional design

Sampling design:

Non probability, convenience sampling

Sources of data:

Primary data Secondary data

MAJOR FINDINGS
Consumers of age group 20-30 showed a relatively higher tendency towards impulse purchase of products. Respondents of high family income group have engaged more in unplanned purchase. Shiny and attractive products, more variety of products in shopping mall, prices, shopping environment, merchandising and shopping staff are relatively more important than payment methods in case of external factors. Contd..

Brand name, current fashion and trends, time consumption, temptation towards shopping, self-image, availability of money plays more important role than good quality products, health consciousness of respondents. Shiny and attractive products were treated by respondent as the most important factor of external stimuli group. Current fashion and trends is the most important internal factor that governs impulse buying. Contd..

Middle aged customers are generally influenced by shopping staff in their purchase decision. Female consumers are more attracted towards Prices (special offers or discounts). Approximately 56.7 percent of the total respondents were involved in unplanned purchase during regular purchases.

RECOMMENDATIONS
Firm should constantly work on creating a positive and friendly shopping environment. Should ensure that the shiny and attractive products are easily visible to the consumer. Use of In-store promotion. Staff should treat consumers according to their age group. Firm needs to be pro active in stocking their products in accordance with the festive time and current fashion and trends. Provide comparative and immediate information about prices as part of sales promotion.

CONCLUSION
The study revealed than more than 50 percent of the respondents were engaged in unplanned purchase. So for lower impulse buying tendency customers, marketers need to deeply understand the factors that affect their impulse buying behaviour. Then, they will be able to guide those customers in their purchase decision.

THANK YOU