A Study of Role and Relevance of Retail Display in Impulse Buying Decision and Identification of Critical Factors Promoting Impulse Buying in a Retail Environment

Abstract

Impulse buying is an unplanned and instant decision to purchase certain products; it is an important aspect of consumer comprising 27 to 62 % of customer purchases in retail stores. Despite many types of research done on this topic, there is little knowledge on the process of impulse buying, and the factors that influence its enactment. In emerging economies like India only few researches are available regarding impulse purchase by customers. Impulse buying is a complex marketing phenomenon which includes various aspects of retail marketing, consumer behavior and the situation of the shoppers inside the store. Grouping and theorizing all the variables into a model may not help isolation of these three perspectives on impulse buying. newlineThe major objectives of the study are to explore the concept of Consumer impulse buying in a retail setting and to know the various factors (internal and external) that influence the consumers to do impulse purchasing. This study also suggests the suitable marketing plans and strategies to the retailers, which will help them to understand consumer impulse buying behavior in a better way. newlineThe research identified three hypotheses focused on three main variables i.e. Cleanliness, OPDP and product location. The whole thesis is divided into six chapters namely: newline(vii) newlineChapter 1: Introduction Chapter 2: Review of Literature newlineChapter 3: Research Methodology newlineChapter 4: Data Analysis and Interpretation Chapter 5: Results of the study newlineChapter 6: Conclusion and suggestions newlineThere are two types of data used primary and secondary data. Primary data is collected through convenient sampling methods (non- probability). The researcher had to use this method because of the non- availability of a sampling frame of customers in retail purchases. Arbitrarily, we have taken 218 respondents to fill the Questionnaire of the study. From these 218 respondents, 216 questionnaires were found complete and fit for analysis of research output. newlineThe Questionnaire used has a five-point Likert scale ranging from strongly