Factors triggering impulse buying: A study among millennials at Raipur City

Abstract

The aim of this study is to understand the elements influencing the millennial of Raipur city who opt to buy in shopping malls. For this the survey was done with 180 respondent of Y generation who were born after 1980. These generations of consumers are technologically sound and are open to new experiences. They likely have a different shopping style. The researcher collected the data through the convenient sampling method. After regression analysis he found the factors which impacts millennial in their impulse buying. It is seen that in this world of so much fashion and flamboyance the millennials get tempted towards many things and land up purchasing those things. The purchase of many things by a millennial is not always planned. At times factors like financial independence encourages them to buy a product which is not pre decided. It is also seen that the product promotion and visual merchandising also influence the impulse buying. Apart from all other factor the role of demographic factors can’t be isolated. The impulsive buying is being affected by the factors; which can be justify by framed hypothesis.