Impulsiveness plays a huge role in buying decisions of online shopping customers. This research gives deep insight to understand the impact of impulsiveness on buying decisions of online shopping customers in regards to their demographic factors. The aim of the study is to understand the influence of demographic factors on impulsive buying behavior of online shopping customers and determine the association of age, marital status, income and gender with impulse purchase decisions. To attain the objective of research, with the help of questionnaire the responses of online shopping customers are collected. Six cities of Punjab namely Ludhiana, Amritsar, Jalandhar are taken as the most populated and developed cities and Bathinda, Moga and Nawanshahr are taken as the three average populated and developing cities for the primary survey to measure the responses. ANOVA and Regression analysis is applied to understand the association of demographic factors with impulsive buying behavior of online shopping customers. The analysis of the research states that demographic factors age, gender, marital status and income affect the impulsive buying decisions of customers from big cities Ludhiana, Amritsar and Jalandhar. In developing cities the customers are positively associated with age and gender. This research will give clear insight to the online retailers to frame the marketing strategies to attract the customers by trigger their stimuli associated with their personal factors.
Key words: Demographic, Impulsiveness, Stimuli, Online Shopping, Buying Decisions.
|
