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Abstract
Impulse buying is an important element in e-commerce. Now-a-days impulse buying has become so common that it constitutes approximately 50 percent of total spending by customers. Technology provides endless opportunities to customers for impulse buying by providing faster, smarter and convenient buying options. People are forced to stay indoors due to pandemic and as a consequence they spend more time on internet. This research paper investigates the phenomenon of impulse buying behaviour during pandemic as well as the factors behind the impulse buying behaviour. It brings insight regarding online impulse buying, impact of advertisements on impulse buying and price concerns during impulse buying. After a thorough literature review to explore key factors related to impulse buying, a survey has been conducted to record the data of various customers involved in impulse buying. After analysing the data, conclusions have been drawn with respect to various aspects of impulse buying.
Highlights
An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase
This study explores the factors behind impulse buying
Most of the research studies in the recent times are stating that the online impulse buying is considerably increased in the Covid-19 pandemic outbreak
Summary
An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase. With the change in shopping from a traditional store to online purchase, the way people finalize their decision to buy a product online has changed. According to a research and analysis “emotions and thoughts play a decisive role in purchase, by seeing the product or response to organized marketing campaigns.” (Dr Satinder Kumar & Ms Arshveer Kaur, 2018). Because of the serious impact of the pandemic resulting in the growing use of the internet as a means of money transaction and purchase channel, consumer behavior seems to have changed towards a more planned and informed process (Germano, 2014). Consumer’s impulse buying behavior on the online channels during the pandemic situation has been studied
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