Abstract :
—This paper is an attempt to find the
variables/factors that effects customer impulse buying
behaviour in FMCG sector considering retail market in
India. The impact of various impulse buying factors like
sales and promotions, placement of products, window
merchandising, effective price strategy etc on customer
impulse buying behaviour has been analysed. A
hypothetical model has created in this paper, which has
been taken into consideration for our research work on
impulse buying behaviour of the consumers. The study is
based on the primary data collected from Shopping malls,
Handlooms and marts from the area of Salem with the help
of structured questionnaire on likert scale. Data analysis
has been done using SPSS software. The statistical analysis
method employed in this study is Factor Analysis. After the
analysis of the available data it has been found out that
since income of individual is increasing and more and more
people are moving towards western culture in dressing
sense, in eating etc so the purchasing power of the people
has really gone up and thus the impulse buying of the
commodities is on a great increment mainly due to pricing
strategies of retail players and full of festivals throughout
the year.
Keyword :
Impulse buying, Retail industries in India, FMCG sector