Effect Of Store Displays On Consumer Impulsive Buying Behaviour In Coimbatore

Abstract

Impulse buying is defined as an occurring when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences. Impulse buying is purchasing of the instant, unplanned decision to buy is constantly made immediately before a purchase. Impulse buying is a rapid convincing, hedonically compound purchase behaviour in which the quickness of the impulse purchase decision precludes any thoughtful, intentional contemplation of alternatives. The visual merchandising is a marketing-based terminology which represents the most important marketing tools and also represents the most direct mean of publicise a product. Impulse purchases can strain budgets and lead to debt, especially if they are frequent or for expensive items whereas bills and planned purchases can be pushed aside to cover unplanned impulse buys. Also, impulse buying can lead to overspending, debt accumulation, and dissatisfaction with unplanned purchases. So, this study aimed to analyze the effect of store displays on consumer impulsive buying behaviour in Coimbatore. The researcher has undertaken this study among consumers who buying products in store in Coimbatore district, Tamilnadu, which has status of fast-growing location in India. The nature of this study has adopted with descriptive. This study has utilized both primary and secondary data sources. The researcher has selected around 240 consumers by implementing convenience sampling method. The questionnaire has been developed and issued among population to understand their impulsive buying behaviour in the study area. The statistical techniques such as percentage analysis, mean, standard deviation, ANOVA, correlation analysis and multiple regression analysis are applied for data analysis purpose. The result indicated that high level effect of store displays on consumer impulsive buying behaviour is perceived by the consumers who belong to below 30 years of age category, male, above Rs.30000 of monthly income, who visit stores daily, who taking upto 30 minutes for purchasing and spend above Rs.3000 for purchasing products.