Effect of Psychographics and Demographics on Impulse Buying Behaviour of Retail Consumers in Bilaspur
Sanjay Kumar Yadav, Dr. BD Mishra
Buying behaviour of each and every consumer is different which is almost driven by individual and social characteristic. The purpose of research was to determine the effects of psychographics i.e. lifestyle and demographic factors i.e. (gender, age, education, occupation and marital status) on impulse buying behaviour of consumers. The study has focused on effect of consumer’s attitude their interest and opinion and its effect on decision making process which affects the impulse buying. The need fulfilling behaviour of consumers may sometimes be based on the logic and matter of fact or at times may purely be unreasoned, irrational and impulsive. Consumer’s impulse buying behaviour is mostly set through cognitive as well as non-cognitive learning and experiences. Data is collected through self-administered questionnaire and total of 100 respondents were found for valid interviewed to understand the psychographics and demographics and their relationship with impulse buying. ANOVA analysis is performed to study the variance of respondents. Collected data is tabulated, coded and analysed through SPSS tools. It has been found that impulse buying of consumer groups differ significantly in demographics. While primary data sources indicates that psychographics i.e. consumers lifestyle influence the impulse buying behaviour significantly.
Sanjay Kumar Yadav, Dr. BD Mishra. Effect of Psychographics and Demographics on Impulse Buying Behaviour of Retail Consumers in Bilaspur. International Journal of Commerce and Management Research, Volume 3, Issue 1, 2017, Pages 18-23