An Empirical Study on the Impulsive Buying Behaviour of Online Shoppers of Z Generation

Abstract

Consumer behaviour is a complex phenomenon involving various characteristics such as time, price, situation, personality traits etc., the personality of each individual is different and is unique with respect to their physical, psychological and behavioural characteristics. An impulsive is an unintended decision to purchase a product or a service. Here, the study is confined to online impulsive buyers. The factors affecting impulsive buying behaviour were categorized under the heads marketing factors and personal factors such as satisfaction, affordability, the effectiveness of advertisement, promotional methods, delivery of the product, visual merchandising. The study was done to measure the extent of effectiveness of the personal factors and marketing factors affecting the impulsive buying behaviour of the Z Generation who shop online. This paper attempts to study the marketing factors and personal factors influencing the impulsive buying behaviour of online shoppers of the Z Generation. In order to fulfil the objectives of the study, a sample size of 300 is collected using the judgmental sampling technique and the study was done in Coimbatore city. The data were analysed using a frequency distribution table, factor analysis and “T” test. The results divulge that there is a significant relationship between personal characteristics and impulsive buying behaviour and the variables in the factor analysis shows how strong is the relationship is between the variable and the factor.