Analysis of impulse buying and its relationship with psychological variables in a sample of population from the South of the State of Sonora

Abstract

The purpose of this proposal is to analyze the behavior towards impulse purchases and its relationship with psychological variables in a sample of the inhabitants of the city of Navojoa, Sonora, this study was born from the historical analysis of consumption, an analysis was carried out to contrast the hypotheses proposed, in addition the most significant correlations were sought and an analysis was made through the Statistical Package for Social Sciences (SPSS) program. This in order to identify the factors that affect the impulses towards purchase, its influence with gender, in order to identify with the support of the literature the psychological causes that could affect consumer behavior. The results indicate that self-esteem is significantly linked to impulse purchases, a low level of self-esteem implies making impulsive purchases more frequently, in this sense there are no significant differences by age or gender.