Impulsive Consumer Behaviour in Retail: A Study on Retail Mall Of Bhubaneswar City

Abstract

Impulse merchandise is something like a new product, some samples, or an associate previously established product at a ridiculously low price. Customers may not have planned ahead of time to purchase the products they needed to picture the merchandise and those they planned to purchase. The retail units are large enough since it has to ensure the accessibility of consumers in their close vicinity. The number depends upon the size and intensity of population along with the topography of the area. The identification of a proper psychology of consumers is difficult and establishing the sale is a critical affair in retail business. The decision of customers depends largely from the psychology and attitude point of view as against the economics and other rational factors. Here, in this research paper total 170 customers were interacted and asked questions on impulsive buying behaviour at the retail points of the Bhubaneswar city. The results  have been  concluded with maximum choice of retail malls to purchase are from city and semi-urban areas of customers   and maximum male person prefer to come over here  and  they  have that strong ability to purchase either for personal or business purpose.