Marketing strategies of impulsive buying in grocery shopping among consumers in nagercoil city

Abstract

In a rapidly evolving economy, people thrive to raise their standards of living and improve their quality of life by refining their purchasing behaviors, which marketers try to understand and make an effort to enhance their shopping experience. Although impulsive buying may seem to be a common tendency among customers, it is a brilliant technique that marketers tend to deduce and exploit to take the best advantage. This study focuses on comprehending the theme of impulsive buying and what marketing strategies influence such unplanned purchases with respect to grocery shopping. Data for this study were collected from grocery shoppers in Nagercoil City. The primary and secondary data collection techniques were the two sources used in this study. The data obtained from the consumers were analyzed using statistical tools and software. SPSS software was used for the analysis of the research data. For this study, total of 100 samples were collected from both genders of various age group consumers from Nagercoil City selected through a non-probability sampling technique called Convenience Sampling.