How the Situational Factors Impact the Consumers to Buy Food and Grocery Products Impulsively: A Study Conducted in the Organized Retail Formats of Kolkata

Abstract

Impulsive purchasing is quickly becoming one of the highly observable behaviour for an increasing number of Indian consumers. Situational factors as experienced by the consumers inside an organized retail format affect the consumers to purchase different food and grocery products impulsively. These situational factors are impacted by a number of socio-economic and technological issues such as increase in online transaction facilities, unavailability of time to shop leisurely, increase in disposable income, financial independence of young shoppers, peer pressure, nuclear family structure etc. Food and grocery retailers might capitalize this change of buying pattern among tech-savvy and time pressed urban consumers by offering a range of technological facilities along with a decent service quality. This research studies the impact of the various situational factors eliciting impulsive buying behaviour among the consumers in the organized retail food and grocery outlets in Kolkata, through consumer survey by a standardized questionnaire.