INTRODUCTION

Impulsive Buying
An impulse buying or impulse purchase is an undeliberate buying decision to purchase
products or services, Research findings suggest that emotions and feeling play a decisive role
in purchasing, triggered by seeing the product or upon exposure to a well-crafted promotional
message, such purchases ranges from small (chocolate, clothing, magazines) to substantially
large (jewelry, vehicle, work of art) and usually (about 80 percent of the time) lead to problems
such as financial difficulties, family disapproval, or feeling of guilt or disappointment.

In other words, the decision to buy the product is made inside the store, with no pre shopping
plans to buy the item (and with no shopping tasks for that type of product, either), and
immediately after seeing the product or the stimulus representing the product. The consumer
experience a sudden, often powerful and persistent urge to buy the product immediately, and
usually does not reflect much on the consequences of buying the product. In addition to these
features, impulse buying usually associated with varying kinds of emotions, such as excitement
or regret, but as these emotions can be also part of planned purchases, they do not, as such,
distinguish impulse purchases from other types of purchases distinguishes between experiential
and non-experiential impulse purchasing depending on whether the impulse purchase is
accompanied with emotional and/or cognitive reactions.

Impulse buying is defined as a buying action undertaken without the problem having been
previously recognized or a buying intention formed prior to entering the store. An impulse buy
or impulse purchase is an unplanned decision to purchase the product or service just before
purchase. The one who goes to buy such kind is known as an impulse buyer or impulse buyer.
Early studies on impulsive buying cognize unplanned purchase as an equivalent concept.
(1962) which regarded impulsive buying concept equal to unplanned purchase.

The urge to buy impulsively is a kind of innate sense. This means, when buying. The
requirement of a product will not be fully thought about. Instead, it will as a result, due to the
purchase fee, the result is in immediate purchase which happens naturally Impulse purchase
behavior. The items purchased whose decision was made after entering the store are impulse
purchases.
Purchase satisfaction:-
Purchase satisfaction and first time impulse buyer behavior: some preliminary evidence.
Indicates that pre purchase satisfaction can be distinguished from anticipated satisfaction and
that it helps to predict first time impulse purchases. Purchase Satisfaction the pleasure that a
carefully selected high-involvement product gives to a consumer after purchase.

(Dmitri Kuksov and Ying Xie 2008) Purchase behavior is basically behavior of a
customer/consumer after purchasing of a product. Buyer after the purchase, may be satisfy or
dissatisfy depend on various factors and performance of product or services. Some of the
Dissatisfaction factor involves. Satisfaction of customer and their rating is popular
measurement tool use as an input for purchasing decision.

Simply defined, Purchase Behavior is the stage of the Buyer Decision Process when a
consumer will take additional action, based purely on their satisfaction or dissatisfaction. The
consumer's level of satisfaction or dissatisfaction is directly related to the varying relationship
between their initial expectations of the product (pre-purchase), and their perception of the
actual performance of the product (purchase) in their hands.

Some items bought on impulse are not considered functional or necessary in the consumers’
lives. To that end, therefore, impulsive buying could be caused by a post-purchase regret.
Impulse purchase is an especially critical issue for both consumers and sellers because of the
psychological challenge of return to sellers for consumers and extra handling costs for sellers.
For these reasons, it is important to be able to understand the different factors affecting the
extent in impulse buying behavior and to employ different strategies to maximize stimulating
consumers more impulsive buying at the same time to minimize their post-purchase regret.
Post purchase impulsive behaviors have critical influence on e-commerce companies, while
noting that it is as important to stimulate urge to buy impulsively and induce such behavior.
Thus, in this study, we investigate post purchase impulsive behaviors (regret, complaint,
willingness to return goods, and tendency of returning goods) with an objective of providing
insights to e-businesses in setting up strategies based on impulse buying.
CONCEPTUAL FRAMEWORK:-

Impulsive buying
The impulsive buying occurs when a consumer experience a sudden, often powerful and
persistent urge to buy something immediately. Conceptually it can be defined as a buying
action undertaken without the problem having been previously recognized or a buying
intention formed prior to entering store.

Teenager is a person between the ages of 13 and 19. Teenage is a transitional stage of physical
and mental human development generally occurring between puberty and legal adulthood
impulse buying. Impulse purchases of new products cause spontaneous and uncontrolled
spending.

The impulsive purchase model contributes to determining the social aspects which leads to
impulsive purchases. Only researcher of psychology had researched but research done long ago
in consumer behavior research. Similarly, this model meets the same factors as the buzz in the
first model influences the behavior of purchasing.

Impulse buying occurs when a consumer experiences a sudden, often power full in persistent
urge to buy something immediately.

Mattila and Wirtz (2008) determined that consumer stimulation in the shopping environment
and social aspects encourages impulsive buying behavior. Results of Mattila and Wirtz (2008)
study indicated that social factors influence impulse buying. The interactive effect of perceived
by consumers’ desire and necessity for excitement.

Inman et al. (2009) and Strack et al. (2006) have observed that a majority of buying decisions
are impulsive and are made at the point of purchase. In line with modern marketing
philosophy, it becomes pertinent for marketers to decipher the factors, including consumer
related antecedents that drive impulse buying. Valachich, & Wells, 2009). Harris Interactive
conducted a survey on consumers’ impulsive buying and found that more than 60% of
American consumers purchase goods not on their shopping lists (i.e., impulse purchasers). 71%
of consumers polled by the survey have regretted buying goods on impulse.
Purchase satisfaction

Pre-purchase mood positively encourages impulse buying.

No influence of impulse buying on post-purchase mood.

Satisfaction has a partial mediator role between pre-purchase mood and post-purchase mood.

They proposed Theory of Reasoned Action (TRA)-based Web Trust Model adapted from
McKnight, Choudhury, and Kacmar (2002). Accordingly, the process between pre-shopping
trust in online shopping and post-purchase satisfaction is sectioned into three stages: pre-
buying, buying, and post-buying

Considering the above three theories, we propose the following conceptual framework(see
Figure 1)which consists of two processes: (1) From pre-purchase to purchase stages, a process
of individual tendency and value perceptions (i.e., impulsiveness, hedonic value, utilitarian
value) that affect purchase behavior; and (2) From purchase to post-purchase stages, a process
of purchase behavior

that affects post-purchase behaviors (regret, complaining behavior, intention to return goods,
actual return of goods, etc.).

purchase to post-purchase stage

pre-purchase to purchase stage

Individual
Post purchase
propensity and Purchase
behaviours
value perception
LITERATURE REVIEW:-

According to Wells, (1986) nine of ten shopkeepers occasionally buy on impulse. Impulse
purchase may be due to external stimuli. External stimulus is regulated for customers to buy
impulse (Yun and Faber, 2000) to increase the sales of the product, there is a significant impact
of unbalanced purchase behavior (Amos et al., 2014). Marketers play an important role in
planning their strategies starting from creating awareness about product placement in the store,
which plays a leading role in making impulse purchases (Flo and Madberger, 2013) by one
person. Some purchases may be due to internal emotional stimuli like mood. Generally people
with positive moods are likely to go for impulse purchase and are more enthusiastic about
shopping than people with negative mood (Park and Kim, 2008; Ozar and Gultekkin, 2015).
Rook (1987) redefined impulse buying as “Impulse buying occurs when a consumer
experiences a sudden, often powerful and persistent urge to buy something immediately.
Impulse buying is often assumed to be unplanned. Unplanned purchases and impulse buying
were considered similar in literature (Stern, 1962) thought they are not the same. Unplanned
purchases are not necessarily impulse.
Sneith, Lacey and Kennett Hansel (2009) believe that impulse purchase also plays an
effective role in reducing depression and helps improve the mood towards the positive side.
The time taken for age, gender and purchase was found to have had a significant effect. On the
impulse purchase of customers, while the number of people with a shopkeeper was shown
There is no significant impact on impulsive buying behaviour in terms of purchase satisfaction.
Buyer impulse purchasing behavior in beverage category retailers can help in planning a proper
marketing strategy to increase sales.
Cobb and Hoyer (1986), impulse buying was defined as an unplanned purchase and this
definition can also be found in the research of Kollat and Willett (1967). In another research by
Rook (1987) reported that impulse buying usually takes place, when a consumer feels a
forceful motivation that turns into a desire to purchase a commodity instantly. Beatty and
Ferrell (1998) defined impulse buying as instantaneous purchase having no previous aim or
objective to purchase the commodity. Stern (1962) found that products bought on impulse are
usually cheap. Shopping lifestyle is defined as the behavior exhibited by purchaser with regard
to the series of personal responses and opinions about purchase of the products as reported by
Cobb and Hoyer (1986). They find that shopping life style and impulse buying behavior are
closely related but only in the case of impulse buyers. The study also states that impulse
purchasers fell in the middle as of the measurement tools used by the researchers, indicated
that purchasers will not pick the first brand they spotted in the shopping mall.

Donovan and Rosseter (1982) showed that happiness and excitement have influenced the
shopping times, including the time spent in the shops, the properties of mutual interaction, the
desire to return, and the estimated monetary expenditure.
Piron (1991) attempted to define the impulse buying by reviewing the past research works
and found that the earlier studies revealed impulse buying to be very similar to unplanned
purchasing (Clover 1950, West 1951), and forwarded his findings with managerial interests in
mind. The managerial interest mainly refers to the focus on the product sales. Therefore in the
earlier studies only the purchases satisfaction. The researchers have suggested that impulsive
buying can be further classified depending on the consumer's experiencing emotional and / or
cognitive reactions.

Mallalieu & Palan, (2006) Female shoppers depict a change in their buying behavior and
value when the mall environment is different. Girls with a high degree of self-confidence still
expressed a lot of concern in dealing with salespeople and engaging in impulsive shopping
behavior.

Beatty and Ferrell (1998) defined impulse buying as instantaneous purchase having no
previous aim or objective to purchase the commodity. They find that shopping life style and
impulse buying behaviour are closely related but only in the case of impulse buyers. The study
also states that impulse purchasers fell in the middle as of the measurement tools used by the
researchers, indicated that purchasers will not pick the first brand they spotted in the shopping
mall.

Babin and Babin (2001) found that in stores consumer‟s purchasing intentions and spending
can largely be influenced by emotions. These emotions may be specific to certain things for
example, the features of the items, customer self- interest, consumers gauge of evaluating items
and the importance they give to their purchasing at a store.
Rook and Fisher (1995) examined the normative influences on impulsive buying behavior via
two survey studies across student and retail customer samples. The results demonstrated that
the relationship between the purchasing satisfactions on impulsive buying behavior was
significant only when consumers believed that acting on Impulse was appropriate.

Dowling and Staelin (1994) observed that perceived risk had influence on search behavior,
and subjects engaged in risk-reducing activities to lower their perceived risk level. Erdem
(1998) further demonstrated that subjects were more likely to purchase a known brand than a
new brand when perceived risk was high

Hoover, Green and Saegert, 1978 Decision-making, which involves risk, faces the challenge
of making a successful choice, and consumers’ perceptions of risk influence their evaluations,
choices and behaviors (Boksberger, Bieger and Laesser, 2007). Perceived risk is known to
affect new product adoption, store selection, advertising effectiveness, information acquisition,
use of word-of-mouth information, and brand loyalty (Schaninger, 1976).

Rationale:-
Quality research was conducted in the area of impulsive buying and they had also identified
significant relationship between impulsive buying behavior and purchasing satisfaction e.g.
Consciousness etc. this was a significant area of study since result derived from the research
would be of greater use and in interest of retailers. From the previous researches, the fact was
clear that the impulsive buying behavior have significant effect on the purchase satisfaction.

The current study was focused on the impact of impulsive buying behavior on purchase
satisfaction.

Objective:-

To find out the relationship between impulsive buying behavior and purchasing satisfaction.

To identify the factors underlying impulsive buying behavior in present context.

To analysis the effect of impulsive buying behavior on purchasing satisfaction

2 Research Methodology:-
2.1 The study: - The study will be causal in nature
2.2 The sample design
2.3 2.2.1 Population: - The population was including all individual respondents (A study in
Gwalior region)

2.2.2 Sample size:- Sample size was 150 Respondents.

2.2.3 Sample element: - Individual Respondents was sample element

2.2.4 Sampling technique:- Non probability purposive sampling technique will be used to
select the sample

2.4 Tools to be used for Data collection:- Standardized questionnaire on the basis of Likert
type scale of 1 to 5 where 1 indicates minimum importance and 5 indicates maximum
importance was used for evaluating the saving pattern.

2.5 Tools to be used for Data Analysis:-

 Reliability test
 Regression analysis
References:-

Aradhana Gandhi, “Value of the impulsive buying behavior”symbiosis centre for management
and human resource development.Retrieved by
https://www.sibm.edu/pdf/samvad8/impulse.pdf
Babin and Babin (2001) Relation of impulsive buying on purchase intention International
Journal of Research and Development - A Management Review (IJRDMR) Vol.2

Beatty and Ferrell (1998) Impulsive buying: its relation to shopping lifestyle buyers
International Journal of Research and Development - A Management Review (IJRDMR) Vol.2

Bhakat Ravi Shankar (2013) Review of Impulsive buying, Department of management

studies, Natioanl Institute Of Technology, Tiruchirappalli, India, Journal of Marketing Studies
; Vol. 5, No.3 ISSN 1918-719x
https://www.researchgate.net/publication/280298147_A_Review_of_Impulse_Buying_Behavi
or

Chen T (2008) online impulsive buying and product satisfaction, Journal of communications of
the IBIMA, Vol.5

Cobb, C. J. and Hoyer, W. D. (1986), Impulse Purchase Behavior, Journal of Retailing 62(4):
384–409.

https://www.google.com/url?sa=D&q=https://www.businessdictionary.com/defition/impulsebu
ying. html&usg=AFQJCNFXw3dhYcuWwtJ2qxJ8yBTVrrD52g

http://en.wikipedia.org/wiki/impusive buying

Mishra Hari Govind, (2014) Journal of Management Research Vol. 14, No. 2, April–June
2014, pp. 109–120
Muhammad Ali Tirmizi, (2009) an study of impulsive buying behavior in local markets,
European Journal of Scientific Research Foundation University Islamabad, Pakistan..Retrieved
by https://www.eurojournals.com/ejsr.htm

Piron (1991), An study of past review of impulsive buying, journal of Marketing studies; Vol.
5

Sneith, Lacey and Kennett Hansel (2009) An study of impulsive buying on purchase
satisfaction

Youn S and Faber R.J, eds. Hoch S.J and Meyer R.J, Provo (2000) Impulse buying: its relation
of purchasing satisfaction, Journal of Association for Consumer Research, Vol.27, P 179-185