Consumer Characteristics, Factors Driving Online Impulsive Buying Behaviour (RR), Association Between Frequency of Buying & IBB And Strategies to Boost Impulsive Sales

Abstract

Purpose: The main intention of the present research paper is to know the consumer characteristics impacting on online Impulsive Buying Behaviour (IBB). Further, the study probed the factors driving online impulsive buying and the association between the frequency of buying different categories of products and impulsive buying. Further, the study also focus on studying factors that boost the online impulsive sales. The analysis of boosting factors of impulsive buying is essential as innovative, competitive offers and discounts are shown now-a-days attracting the attention of consumers. Younger consumers (aged 20-40) and those with high income show stronger tendencies towards impulsive purpose. About 40.6% of impulse purchase online is done at present and the convenience is UPI and credit cards and nearly 43.3% consumers identifies the easy availability of payment methods.

Design: A structured questionnaire was administered via Google Form and in person with target customers in select localities of Chikkaballapur district. Area sampling method was used to consider sample for the study. A total of 100 respondents were contacted for the purpose of data collection both via Google form and in person interview. The gathered data was analysed using ANOVA, Impulsive index and Kendall's co-efficient of concordance and Excel-16.

Findings : The study found that the major consumer characteristics is instant gratification, the second one is urgency and the third ranked is about arousal. ANOVA reveals about significant variation in the data. The ranked factors driving online IBB includes, intense gratification stood as rank 1 of factor driving IBB followed by emotional state of mind as the second factor and sense of urgency as the third ranked factor impacting IBB. The remaining factors that influences IBB are ranked depending upon the strength of Impulsive Index. All the frequencies of buying stated 1-11 statements. products show greater relationship and p-value across all items stood <0.05 the threshold level. The study found in the order strategies that boosts impulsive sales include, free and fast shipping. Pay attention to packing and social media influencers.