The rapid growth of technology and its access makes the consumer to buy the product from their door step at one touch. Impulsive buying refers to the tendency of a consumer to purchase goods and services without any previous planning. In this paper an attempt was made to analyze the impulsive buying behaviour of consumers during the COVID situation. It mainly concentrates on the factors which influence the buying behaviour of the consumers during this situation. Data were collected from 140 respondents through google forms. The major statistical tools like chi square test, ANOVA, ranking analysis and multiple regression analysis were used to analyze the data. The main conclusion of this paper is, the factors influencing online and offline buying behaviour are different and the impulsive buying behaviour towards online precedes offline.
by Dr. G. R. Gayathiri | Mr. V. R. Ragavan | Mr. M Sridhar "Attitude of Prospective Consumers towards Impulsive Buying, Online and Offline- An Empirical Analysis"
Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020,
URL: https://www.ijtsrd.com/papers/ijtsrd31880.pdf
internationaljournalofscience, openaccessjournalofscience, ugcapprovedjournalsforscience
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