| Pub. Date | : Feb, 2024 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM020224 |
| Author Name | : Arvinder Pal Kaur, Kamalpreet Kaur, Ashish Saihjpal, and Shashi Kapoor |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 26 |
A spontaneous purchase driven by a strong urge, without any pre-shopping intention, is termed impulse purchase. The study assesses the influence of store attributes, personal factors and situational factors on the impulse buying behavior of millennial consumers in India. It also examines the moderating effect of gender in this regard. Structural equation modeling was applied on the data collected from a sample of 600 respondents. The findings revealed that display, layout and ambience, situational factors, and personal factors significantly influence the impulse buying behavior of millennial consumers. The study further shows the significant moderating effect of gender on impulse buying behavior.
Retail industry plays a crucial role in the economic development of a nation (Dunne and Lusch, 2008). The Indian retail industry is an attractive global destination and has been ranked second, next to China, as per the Global Retail Development Index, 2019 (Kearney, 2019). These ranks are assigned based on four main factors, namely, market attractiveness, country risk, market saturation and time pressure. Furthermore, to understand the drivers of retail growth, it is imperative to state that the overall composition of a nation's population has a pivotal role to play in its overall economic and social development (Wongboonsin and Phiromswad, 2017).