FACTORS AFFECTING CONSUMERS’ IMPULSE BUYING BEHAVIOUR FOR APPARELS:

Abstract

Impulse buying behaviour is a significant factor as marketers try to tap this behavior of customers to boost sales. The aim of this research is to explore the factors that have an influence on consumers’ impulse buying behaviour for apparels. A self administered questionnaire developed from the literature was administered to 109 consumers. Data have been analysed by using SPSS 22 for correlation and regression. The resulted values for the construct store environment, sales promotion and person’s situation, show positive significant influences with impulse buying, whereas the construct product qualities and shopping enjoyment tendency have an adverse effect on impulse purchase. The study provides merchants, academics, and scholars with helpful knowledge into the impulse buying behavior of Indian buyers, as well as the implications for the management of retailers. This study was restricted to Uttar Pradesh customers and apparel just.