Impulse Purchasing Behavior: A Study of Organized Retail Outlets of Ludhiana
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Date
2014
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Publisher
PUNJAB AGRICULTURAL UNIVERSITY
Abstract
Today, retailers are increasingly making use of various in-store influencers for converting
browsers to spenders. However, success depends on how the customers perceive these influencers.
The phenomenon of impulse purchasing has been studied in consumer research as well as for
example in psychology and economics since the 1950s. In brick-and-mortar retailing, impulse
purchases have been an important source of revenue for retailers. This study attempted to investigate
the relationship of various factors, with impulse buying tendency of consumers in the Organized
Retail Sector of Ludhiana region. This article empirically evaluates the perception of the customers
towards various in-store stimuli that is Merchandise, promotion, displays and ambience, across
stores located in Ludhiana