Factors Influencing the Consumers Buying Behavior of Impulse Goods

Abstract

Impulse goods are not necessity in our daily lives. The demand for these types of products creates immediately most of the time. Both in rural and urban areas the demand for impulse goods is huge. Many local and foreign companies produce different types of impulse goods to satisfy consumer's demand. In my research I take four types of impulse goods (chocolates, biscuits, ice-cream, and chips). Companies offer more variety with different taste, packaging of these types of impulse goods. In here companies are successful to attract customers and create demand in consumers mind for impulse goods. The factors that are used to identify the influences on consumers are discretionary income, occasion, brand image, packaging, promotional activities, and in store environment. The respondents are the students of East West University and the sample size is 40. The study illustrates the various responses from the survey respondents which were later used as input for further data analysis to get the statistical output of the research. This research has identified certain important findings both for market researchers as well as students involved in academic researches. The research can be used for the basic understanding of the market dynamics when it comes to the factors that influencing consumers buying behavior of impulse goods. 71Page