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8/12/2019 Big Bazar MBA Laxminder

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RESEARCH PROJECT REPORT

ON

FACTORS AFFECTING IMPULSE BUYING BEHAVIOR IN FMCG

SECTOR WITH SPECIAL REFERENCE TO BIG BAZAAR & VISHAL

MEGA MART IN CHANDIGARH & AROUND REGION

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

of

PUNJAB TECHNICAL UNIVERSITY

By

Laxmind! S"a!ma

1272873

MBA 4! SEMESTER

UNDER THE SUPERVISION OF

P"#$%" M"&!o#" 'L()*+

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DECLARATION

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IMPULSE BUYING BEHAVIOUR/ S/-%(. o P$"/ T()!$%)"& U$%5(#0%y6

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MBA .1"SEM


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INDE9

CHAPTER NO3 CHAPTER NAME PAGE NO3

,3 INTRODUCTION 1:1;

*3 REVIEW OF LITERATURE 17:21

83 RESEARCH METHODOLOGY 22:38

3*2* RESEARCH DESIGN

3*3* OBJECTIVES OF THE STUDY 3*4 *SCOPE OF THE STUDY

3*


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18/63

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FMCG SECTOR

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SCOPE OF THE SECTOR

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22/63

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23/63

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24/63

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25/63

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26/63


27/63

INTRODUCTION

TO

THE COMPANIES


28/63

COMPANY PROFILE

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B#"$. A"#. 2>>;*

BIG BAZAAR


29/63

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#("%& 0"#(9y !" )"#(0 "&-o0 !( ($%#( )o$0-%o$ /"0( of I$.%"$ )0o-(#0* I$ !(

&%fy0y&( 0(9-($6 !( 9#o o(#"(0 P"$"&oo$06 " f"0!%o$ #("%& )!"%$ "$. C($#"&6 " )!"%$ of

0("-&(00 -"&&0* I$ !( 5"&( 0(9-($6 %0 -"#(( /#"$.6 B%9 B"""# %0 " !y(#-"#( fo#-" !"

)o-/%$(0 !( &oo6 o)! "$. f((& of I$.%"$ /"""#0 %! !( )!o%)( "$. )o$5($%($)( of -o.(#$

#("%&* I$ 2>>86 B%9 B"""# o($(. %0 1>>! 0o#(6 -"#%$9 !( f"0(0 (5(# o#9"$%) (,"$0%o$ of

" !y(#-"#(* T!( f%#0 0( of B%9 B"""# 0o#(0 o($(. %$ 2>>1 %$ o&""6 Hy.(#"/". "$.

B"$9"&o#(* T!( 9#o0 0()%"&%y #("%& fo#-"0 %$)&.(6 /oo0 "$. -0%) )!"%$6 D(o6

0o#0("# #("%&(#6 P&"$( So#06 (&()#o$%)0 #("%&(#6 Eo$(6 !o-( %-#o5(-($ )!"%$6 Ho-(

To$ "$. ##"& #("%& )!"%$6 A".!"#6 "-o$9 o!(#0* I "&0o o(#"(0 o&"# 0!o%$9 o#"&6

f#(/"""#*)o-* F#( C"%"& Ho&.%$906 !( 9#o0 f%$"$)%"& "#- #o5%.(0 %$5(0-($

".5%0o#y o "00(0 o#! o5(# 1 /%&&%o$ !" "#( /(%$9 %$5(0(. %$ )o$0-(# /#"$.0 "$.

)o-"$%(06 #("& (0"(6 !o(&0 "$. &o9%0%)0* I "&0o o(#"(0 " )o$0-(# f%$"$)( "#- %!/#"$)!(0 %$ 1 &o)"%o$0* O!(# 9#o )o-"$%(0 %$)&.(6 F#( G($(#"&%6 !( 9#o0

%$0#"$)( 5($#( %$ "#$(#0!% %! I"&y0 G($(#"&% G#o6 F#( B#"$.06 " /#"$.

.(5(&o-($ "$. IPR )o-"$y6 F#( Lo9%0%)06 #o5%.%$9 &o9%0%)0 "$. .%0#%/%o$ 0o&%o$0 o

9#o )o-"$%(0 "$. /0%$(00 "#$(#0 "$. F#( M(.%"6 " #("%& -(.%" %$%%"%5(*

T!( 9#o0 #(0($)( %$ L(%0#( E$(#"%$-($ 0(9-($ %0 &(. !#o9!6 M-/"%:/"0(. &%0(.

ABOUT THE FUTURE GROUP


30/63

)o-"$y G"&",y E$(#"%$-($ L%-%(.* G"&",y &(".%$9 &(%0#( )!"%$06 So#0 B"# "$. Bo&%$9

Co* "$. f"-%&y ($(#"%$-($ )($#(06 F123* T!#o9! %0 "#$(# )o-"$y6 B&( Foo.0 !( 9#o

o(#"(0 "#o$. 1>> #(0"#"$0 "$. foo. )o#0 !#o9! /#"$.0 &%( Bo-/"y B&(06 S"9!(%

%)!($6 Noo.&( B"#6 T!( Soo$6 Co(# C!%-$(y "$. G(&"o* F#( G#o0 o%$ 5($#(

"#$(#0 %$)&.(6 US:/"0(. 0"%o$(#y #o.)0 #("%&(#6 S"&(0 "$. M%..&( E"0:/"0(. A,%o-

Co--$%)"%o$0* T!( 9#o0 f&"90!% )o-"$y6 P"$"&oo$ R("%& "0 ""#.(. !( I$(#$"%o$"&

R("%&(# of !( Y("# 2>>76 /y !( US:/"0(. N"%o$"& R("%& F(.(#"%o$6 !( &"#9(0 #("%& #".(

"00o)%"%o$ "$. !( !( E-(#9%$9 M"#( R("%&(# of !( Y("# 2>>7 " !( Ko#&. R("%& Co$9#(00

%$ B"#)(&o$"* F#( G#o /(&%(5(0 %$ .(5(&o%$9 0#o$9 %$0%9!0 o$ I$.%"$ )o$0-(#0 "$.

/%&.%$9 /0%$(00(0 /"0(. o$ I$.%"$ %.("06 "0 (0o0(. %$ !( 9#o0 )o#( 5"&( of I$.%"$$(00*

T!( 9#o0 )o#o#"( )#(.o %06 R(#%( #&(06 R("%$ 5"&(0*

THE VISHAL GROUP

K!" 0"#(. "0 " !-/&( o$( 0o#( ($(##%0( %$ 1=8; %$ o&"" '(#0!%&(6 C"&)"+ %0 o."y "

)o$9&o-(#"( ($)o-"00%$9 ,780!o#oo-0 %$ ,,+)%%(0 *.0"(0* I$.%"0 f%#0 !y(#:-"#(

!"0 "&0o /(($ o($(. fo# !( I$.%"$ )o$0-(# /y V%0!"&* S%"(. %$ !( $"%o$"& )"%"& D(&!%

!%0 0o#( /o"00 of !( 0%$9( &"#9(0 )o&&()%o$ of 9oo.0 "$. )o--o.%%(0 0o&. $.(# o$( #oof %$

I$.%"* V%0!"& M(9" -"# %0 I$.%"0 f%#0 !y(# -"#( !%)! %0 !"5%$9 12; 0!o#oo-0 %$ 83 )%%(0

2> 0"(0*

V%0!"& %0 o$( of f"0(0 9#o%$9 #("%&%$9 9#o0 %$ I$.%"* I0 o&(0 )"(# o "&-o0 "&& #%)(

#"$9(0* T!( 0!o#oo-0 !"5( o5(# 7>6>>> #o.)0 #"$9( !%)! f&f%&&0 "&& yo# !o0(!o&. $((.06

"$. )"$ /( )"(#(. o $.(# o$( #oof* I %0 )o5(#%$9 "/o 2>


31/63

I$.%"* E")! 0o#( 9%5(0 yo %$(#$"%o$"& "&%y 9oo.0 "$. #%)(0 !"#. o -")!* T!( 9#o !". "

#$o5(# of R0* 14;3*12 -%&&%o$ fo# f%0)"& 2>>;6 $.(# !( .y$"-%) &(".(#0!% of M#* R"-

C!"$.#" A99"#"&* T!( 9#o !". of #$o5(# R0 2884*43 -%&&%o$ fo# f%0)"& 2>>7 "$. R0*

;>2;*


32/63

CHAPTER-*

REVIEWOF


33/63

LITERARURE

REVIEW OF LITERATURE

Ti!mii A(i M$"ammad) R"man-U!- a%"i@) Sai@ I0a( M34*++?5/ T!%0 "(# %$5(0%9"(0

!( #(&"%o$0!% /((($ %$.(($.($ 5"#%"/&(0 !%)! "#( 0!o%$9 &%f(0y&( of )o$0-(#06

f"0!%o$ %$5o&5(-($ of )o$0-(#06 #(:.()%0%o$ 0"9( "$. o0:.()%0%o$ 0"9( of )o$0-(#

#)!"0( /(!"5%o# %! !( "%.%$"& "$. /(!"5%o#"& "0()0 of %-&0( /y%$9 /(!"5%o#* T!%0

0.y "(-0 o (,&o#( !( "00o)%"%o$ (,%00 /((($ !( 5"#%"/&(0 %$5o&5(.6 /y "%$9 !(

#(0o$0(0 of 1;< #(0o$.($0 f#o- !%9!(# %$)o-( 9#o %$ !( "#(" of R""&%$.% "$.

I0&"-"/".* T!( -"o# f%$.%$90 of !( 0.y .(-o$0#"(. "$ o5(#"&& (" "00o)%"%o$ of !( 0(

of %$.(($.($ 5"#%"/&(0 %! !( .(($.($ 5"#%"/&( /6 !( %$:.(! "$"&y0%0 fo$. !" #(:

.()%0%o$ 0"9( of )o$0-(# #)!"0( /(!"5%o# %0 !( o$&y 5"#%"/&( !" #(0&(. %$o 0#o$9

"00o)%"%o$ %! !( %-&0( /y%$9 /(!"5%o#* I0 #( !" yo$9 (o&( -o#( of($ 9( "#")(.

o #o.)0 .%0&"y(. o$ 0o#( 0!(&5(0 "$. !"0 9#("(# ($.($)y of %-&0( /y%$9 /(!"5%o# /

#(0&0 of !%0 "(# 0!o(. $o "00o)%"%o$ of %-&0( /y%$9 %$ !%9!(# %$)o-( 9#o of yo$9

(o&( !"5%$9 #(5"&($ %-&0( /y%$9 ($.($)%(0* T!%0 0.y #(o#(. $( (5%.($)(0 %$ !(

f%(&. of %-&0( /y%$9 /(!"5%o# of )o$0-(#0 (#"%$%$9 o !( &o)"& -"#(0 of !( %$ )%%(0of

P"%0"$*

C"n# H$a-C"in#6 C"an# H%i"-$an4*++5/ T!%0 0.y #oo0(0 " 0o)%"& %$f&($)(

(#0()%5( o )o-"#( !( )o$0-(#0 %-&0( /y%$9 /(!"5%o#0 /((($ T"%"$ "$. C!%$"*

T!( 0o)%"& !(#.%$9 %-&0( /y%$9 f")o#0 "#( #0%$9 f"0!%o$6 0o)%"& $o#-6 0(&f: %.($%y6 "$.

)o$0-(# (,(#%($)(* K( 0( /%$o-%"& "$. -&%$o-%"& &o9%0%) -o.(& o $.(#0"$. !o


34/63

)o$0-(#0 %$f&($)(. /y 0o)%"& !(#.%$9 f")o#0 0o !" !(y /()"-( %-&0( /y%$9 /(!"5%o# "$.

(0%-"( !( #(&"%o$0!% /((($ !( f#(($)y of %-&0( /y%$9 "$. !(#.%$9 f")o#0* T!(

#(0&0 "#( !( )o$0-(#0 %-&0( /y%$9 %$f&($)(. /y 0o)%"& !(#.%$9 f")o#0 /o! %$ T"%"$

"$. C!%$"* T!( )o$0-(#0 %-&0( /y%$9 %$ C!%$" "$. T"%"$ o&. /( %$f&($)(. f#o-

.%ff(#($ 0o)%"& !(#.%$9 f")o#0* K%! !( f#(($)y of #)!"0%$96 )o$0-(#0 o&. /(

%$f&($)(. f#o- .%ff(#($ 0o)%"& !(#.%$9 f")o#0*

G$1i!! Bn Pa$( B34*++.5/T!( "(# %$5(0%9"(0 f")o#0 %$f&($)%$9 &"$$(. "$. %-&0(

#)!"0(0 %$ 0%, (#0o$"& )"#( #o.) )"(9o#%(0* T!%0 0.y %&%(0 " /(!"5%o#"& -("0#(6 #"!(#

!"$ "$ "%.%$"& -("0#( of &"$$(.%-&0( #)!"0(* D"" )o$0%0 of =82 #o.) #)!"0(0

of 2 )o$0-(#0 %$ #/"$ P!%&%%$(0* R(0&0 0!o !" #o.) )"(9o#y6 #)!"0( f#(($)y6

/#"$. )o-"#%0o$6 "$. "9( "#( 0%9$%f%)"$ f")o#0 %$f&($)%$9 &"$$(. "$. %-&0( #)!"0(0*

T!(#( %0 $o #(&"%o$0!% fo$. /((($ &"$$(.%-&0( #)!"0(0 "$. "%.%$"& 0!o%$9

5"&(06 0##o9"(0 fo# #("%& 0("#)! 0#"(9%(0* I-&%)"%o$0 fo# #("%& -"$"9(-($ "#( %.($%f%(.*

im Ji2'n4*++85/I$ !%0 0.y "!o# %$5(0%9"(0 !" .( o %$)#("0%$9 )o-(%%o$ "$. !(

0%-%&"#%y of -(#)!"$.%0(6 #("%&(#0 %&%( 5%0"& -(#)!"$.%0%$9 o .%ff(#($%"( !(%# off(#%$90

f#o- o!(#0 "0 (&& "0 o %-#o5( !( .(0%#"/%&%y of #o.)0* T!( #o0( of !%0 #(0("#)! %0 o

(,"-%$( !( #(&"%o$0!% /((($ )o&&(9( 0.($0 ""#(& %-&0( /y%$9 /(!"5%o#0 "$. 5%0"&

-(#)!"$.%0%$9* T!( #(0& of !( #(0($ 0.y #o5(0 !" !(#( %0 " %5o"& #(&"%o$0!% /((($

)o&&(9( 0.($0 %-&0( /y%$9 /(!"5%o#0 "$. o y( of 5%0"& -(#)!"$.%0%$9 #")%)(0

%$0o#( fo#--"$$(%$ .%0&"y "$. #o-o%o$"& 0%9$"9(* T!%0 0.y #o5%.(0 %$fo#-"%o$ "0 o

!y 5%0"& -(#)!"$.%0%$9 0!o&. /( )o$0%.(#(. "$ %-o#"$ )o-o$($ of " 0#"(9%) -"#(%$9

&"$ %$ 0o# of 0"&(0 %$)#("0( "$. o0%%5( 0o#()o-"$y %-"9(* T!%0 0.y "&0o #o5%.(0

%$0%9!0 o #("%&(#0 "/o y(0 of 5%0"& -(#)!"$.%0%$9 !" )"$ %$f&($)( )o$0-(#0 %-&0(

/y%$9 /(!"5%o#0*

B$ndi"' Pa1!iia4*++85/T!( "!o# %.($%f%(0 !" I-&0( #)!"0%$9 !"0 /(($ " fo)0 of

-"#(%$9 #(0("#)! 0%$)( !( 0%,%(0* R(0("#)!(#0 !"5( "(-(. o (,&"%$ %-&0( #)!"0%$9

%! !( 0)%($)(0 of 0y)!o&o9y "$. (5($ !%&o0o!y* P#(5%o0 #(0("#)! !"0 f"%&(. o )o-(

%! " -o.(& fo# 0)!6 (#!"0 /()"0( of !( %$"$9%/%&%y of 0y)!o&o9%)"& #"%0 of %-&0%5%y

o# !( #"%o$"&%y %$ !%)! !%&o0o!y !"0 %0 #oo0 %$* Y( % %0 " #(5"&($ !($o-($o$ %$ !(


35/63

."%&y &%f( of !( "5(#"9( )o$0-(#6 yo "$. -(* E-%#%)"& 0.%(0 !"5( #(")!(. $o )o$0($00

(%!(#6 "$. "..%$9 !( )o$f0%o$ "#( !( -"$y .(f%$%%o$0 %f %-&0( #)!"0%$9 "$. -"$y

#o.)0 of .%ff(#($ #o0(0 "$. #%)(0* T!(#( (,%00 $o -o.(& !" 0(#5(0 "0 "$ (ff()%5(

#(.%)o# of "$ %-&0( /y* I 0((-0 !" !( !($o-($o$ of %-&0( #)!"0%$9 !"0 -"$"9(.

o (5".(* T!%0 0.y fo)0(0 o$ (,&"%$%$9 %-&0%5( 0!o%$9 !#o9! #($.0 /y (0%$9 !(

5"&%.%y of !yo!(%)"& #(&"%o$0 /((($ 0o)%o()o$o-%) f")o#0 0)! "0 9($.(#6 ("&!6 "9(6

#(0%.($)(6 #(0($ )o-"$y "$. %-&0( 0!o%$9* "&%"%5(&y6 !%0 %0 " )"0( 0.y %$ !%)! (

(,&o#( !" (o&( #)!"0( "$. !(%# (#0o$"& #("0o$0*"$%"%5(&y6 ( 0( o o f%$.

#(.%)o#0 "0 ( (,"-%$( !" -"(0 O#&"$.o 0!o(#0 o($ !(%# "&&(0 o$ !( 0o*

Mai T$21 T"i N#$2n) >'n J$n#) L'0 Sand!a) Lan1 Ga!'(d4*++,5/ T!( "!o#

#oo0(0 !" !( ()o$o-y #"$0%%o$ %$ V%($"- !"0 )#("(. -"$y )!"$9(0 %$)&.%$9 !( )!"$9(0%$ )o$0-(# 5"&(0 "$. !( #("%& ($5%#o$-($* T!%0 0%9$%f%)"$&y "ff()0 )o$0-(# /y%$9

/(!"5%o#0* I-&0( /y%$9 %0 5(#y %$(#(0%$9 "$. %-o#"$ )o$0-(# /(!"5%o# !" !"0 "#")(.

" &o of #(0("#)! (ffo# %$ !( o#&.* T!%0 "(# (,"-%$(0 0(5(#"& f")o#0 %$f&($)%$9 !( %-&0(

/y%$9 /(!"5%o# of #/"$ V%($"-(0( )o$0-(#0* A )o$0-(# 0#5(y "0 )o$.)(. %$ o

-"o# )%%(0 of V%($"- H"$o% "$. Ho C!% M%$! C%y* T!( #(0&0 0o# !( !yo!(0(0 !"

/y%$9 %-&0%5($(006 0!o%$9 ($oy-($ ($.($)y6 "$. &(5(& of -o.(#$:0(&f "#( o0%%5(&y

#(&"(. o %-&0( /y%$9* Ho(5(#6 !( &(5(& of #".%%o$"&:0(&f (#)(%o$ %0 $o fo$. o /(

0%9$%f%)"$&y #(&"(. o %-&0( /y%$9 /(!"5%o#* O!(# f%$.%$90 #(9"#.%$9 !( %-") of

.(-o9#"!%) 5"#%"/&(0 "#( "&0o #(o#(.*

R'' Dnni% W36Fi%"!) R'0!1 J34,??:5/ T!( "!o# (,"-%$(0 !" "&!o9! )o$0-(#

#(0("#)!(#0 !"5( %$5(0%9"(. %-&0( /y%$9 fo# $("#&y y("#06 "&-o0 $o #(0("#)! !"0

(-%#%)"&&y (,"-%$(. %0 $o#-"%5( "0()0* T!%0 "#%)&( #(0($0 )o$)("& "$. (-%#%)"&

(5%.($)( !" )o$0-(#0@ $o#-"%5( (5"&"%o$0 '%*(*6 .9-($0 "/o !( "#o#%"($(00 of

($9"9%$9 %$ %-&0( /y%$9 /(!"5%o#+ -o.(#"( !( #(&"%o$0!% /((($ !( %-&0( /y%$9 #"%"$. )o$0-(#0@ /y%$9 /(!"5%o#0* S()%f%)"&&y6 !( #(&"%o$0!% /((($ !( /y%$9

%-&0%5($(00 #"% "$. #("&(. /y%$9 /(!"5%o#0 %0 0%9$%f%)"$ o$&y !($ )o$0-(#0 /(&%(5( !"

")%$9 o$ %-&0( %0 "#o#%"(* T!( f%$.%$90 f#o- o 0.%(0 ")#o00 0.($ "$. #("%&

)0o-(# 0"-&(0 )o$5(#9( "$. 0o# !( !yo!(0%(. -o.(#"%$9 #o&( of )o$0-(#0@

$o#-"%5( (5"&"%o$0*


36/63

'((a1) Wi((1)4,?65/ .(f%$(. !( f%#0 )"(9o#%(0 of %-&0( #)!"0(0 "0 fo&&o0 B#"$.

.()%.(. )"(9o#y .()%.(. #o.) )&"00 .()%.(. 9($(#"& $((. #()o9$%(. '%*(* $((. " /%#!."y

9%f+ 9($(#"& $((. $o #()o9$%(.* T!( &"(# !"0 $o &"$$%$9 !"0o(5(# "$. %0 !(#( fo#(

#()o9$%(. "0 #( %-&0( #)!"0%$9 'B"y&(y+* T!( !($o-($o$ #(9"%$(. "($%o$ %$ !(

(%9!%(06 !(#( !( (,(#%($%"& "0() of %-&0( 0!o%$9 %0(&f /(9"$ o /( (,&o#(.* E$9(&

"$. B&")(&& .(f%$(. %-&0( #)!"0%$9 "0 " /y%$9 ")%o$ $.(#"($ %!o " #o/&(-

#(5%o0&y !"5%$9 /(($ #()o9$%(. o# /y%$9 %$($%o$ /(($ fo#-(. /(fo#( ($(#%$9 !(

0o#(*?'E$9(&*+ T!%0 %0 !( -o0 %.(&y "))((. .(f%$%%o$ of %-&0( 0!o%$9*

CHAPTER-8

RESEARCH

METHODOLOGY


37/63

RESEARCH METHODOLOGY

R(0("#)! -(!o.o&o9y %0 " "y o 0y0(-"%)"&&y 0o&5( !( #(0("#)! #o/&(-* I -"y /(

$.(#0oo. "0 " 0)%($)( of 0.y%$9 !o #(0("#)! %0 .o$( 0)%($%f%)"&&y*

TITLE - F")o#0 "ff()%$9 %-&0( /y%$9 /(!"5%o# %$ FMCG 0()o# %! 0()%"& #(f(#($)( o

/%9 B"""# "$. V%0!"& M(9" -"# %$ C!"$.%9"#! "#o$. #(9%o$*

T!( #(0("#)! -(!o.o&o9y "0 .%5%.(. %$o o 0"9(0 !%)! %$5o&5( o 0o#)(0 fo# )o&&()%$9

!( ."" %$ o#.(# o ")!%(5( !( o/()%5( of #o()*

1* Co&&()%$9 ."" #(9"#.%$9 !( o($%"& )0o-(#0 f#o- !( (,%0%$9 o&(0 of B%9 B"""#

V%0!"& M(9" -"#*

2* Co&&()%$9 !( #%-"#y ."" .%#()&y %! !( )0o-(# %! !( !(& of !(

(0%o$$"%#( 4R@! Annx$!-,5

T!( #(0("#)! -(!o.o&o9y "0 .%5%.(. %$o o 0"9(0 !%)! %$5o&5( o 0o#)(0 fo# )o&&()%$9

!( ."" %$ o#.(# o ")!%(5( !( o/()%5( of #o()* K( !"5( "($ %$o )o$0%.(#"%o$ ""2;'1"1ia( 'n%$m! im;$(% 0$2in# 0"a=i'! m'd(

!%)! !"0 /(($ -($%o$(. %$ )o$)&0%o$ "$. f%$.%$90 "#*

RESEARCH DESIGN


38/63

A #(0("#)! .(0%9$ %0 "$ "##"$9(-($ of )o$.%%o$0 fo# )o&&()%o$ "$. "$"&y0%0 of ."" %$ " -"$$(#

!" "%-0 o )o-/%$( #(&(5"$)( o !( #(0("#)! #o0( %! ()o$o-y %$ #o)(.#(* A 9oo.

#(0("#)! .(0%9$ !"0 !( )!"#")(#%0%)0 5% #o/&(- .(f%$%%o$6 0()%f%) -(!o. of ."" )o&&()%o$

"$. "$"&y0%06 " #(0("#)! .(0%9$ %0 #(&y "$. 0%-&y !( f#"-( o# o# &"$$(. fo# " 0.y !"

9%.(0 !( )o&&()%o$ "$. "$"&y0%0 of .""* I$ !%0 #(0("#)! E,&o#"o#y #(0("#)! -(!o. %0

".o(.*

SAMPLE DESIGN

A 0"-&( .(0%9$ !"0 /(($ .(f%$(. "0 " .(f%$%( &"$ fo# o/"%$%$9 " 0"-&( f#o- " 9%5($

o&"%o$*I$ !%0 #o() M$(1i S1a# Sam;(in# %0 0(. /()"0( !( o"& o&"%o$ "0 oo

&"#9( "$. .( o %-( )o$0#"%$ % "0 $o #")%)"&&y o00%/&( o -"( " &%0 of ($%#( o&"%o$*

A f%#0 0"9( I !"5( .%5%.(. 0"-&( "#(" %0( "$. !($ f#!(# .%5%.(. % %$o %$)o-( 0"0 0o

!" I )"$ 9( )o##() "$. #(&"(. %$fo#-"%o$*

QSam;(in# Uni1 V%0!"& M(9" -"# "$. B%9 B"""# C0o-(#0

QSam;(in# Si 1>> o($%"& )0o-(#0

QSam;(in# 1"ni$ M&%0"9( 0"-&%$9

QSam;(in# a!a C!"$.%9"#! "$. "#o$. #(9%o$

QC'n1a1 M1"'d P(#0o$"& Co$")0

DATA COLLECTION

Bo! #%-"#y ."" "$. 0()o$."#y ."" !"5( /(($ 0(. fo# !( #o0( of ."" )o&&()%o$* P#%-"#y

."" !"0 /(($ )o&&()(. /y )o$.)%$9 0#5(y %! !( !(& of " (0%o$$"%#(* (0%o$$"%#(0

(#( fo#-(. "0 o 0("#)! !( 0()%f%) 5"#%"/&( o$ !%)! o/()%5(0 .(($.0* S()o$."#y ."" o$

!( o!(# !"$. "#( !o0( ."" !%)! !"5( "(".y /(($ )o&&()(. /y 0o-(o$( (&0( !%)! !"5(

"(".y /(($ "00(. !#o9! !( 0"%0%)"& #o)(00*


39/63

OBJECTIVES OF STUDY

To $.(#0"$. "$. "$"&y( 5"#%o0 f")o#0 %$f&($)%$9 0"&(0 #o-o%o$

#o9#"- %$ #("%& %$.0#y*

To $o !( f")o#0 !%)! %$f&($)( !( #)!"0( .()%0%o$*

To -("0#( !( 0"&(0 #o-o%o$ (ff()%5($(00 %$ #("%& I$.0#y*

I "#")0 !( /#"$. 0%)!(#0 "$. %$)#("0(0 !( 0"&(0 5o&-(*


40/63

SCOPE OF THE STUDY

T!( 0)o( of !( 0.y 9%5(0 "$ %.(" o .(5(&o !( 0"&(0 #o-o%o$ ")%5%%(0

%$ #("%& %$.0#y* I %$5o&5(0 !( (5"&"%o$ of !( #(0($ #o-o%o$"& ")%5%%(0*

K%! !( !(& of !( 0.y ( )"$ 9%5( 099(0%o$ #(9"#.%$9 0"&( #o-o%o$ "$.

0(#5%)(0 off(#(. /y !( #("%& %$.0#y* T!( 0.y /#%$90 "$ ""#($(00 of !( 0"&(0#o-o%o$"& ")%5%%(0 /y ".5(#%0%$9 %$ "$ "))((. -(.%"*

LIMITATIONS OF THE STUDY

I$ "(- o -"( !%0 #o() "!($%) "$. #(&%"/&(6 (5(#y o00%/&( "0() of !(

o%) "0 ( %$ -%$.* N(5(#!(&(006 .(0%( of f") )o$0#"%$0 (#( " &"y

.#%$9 !( fo#-&"%o$ of !%0 #o()* T!( -"%$ &%-%"%o$0 "#( "0 fo&&o0

D( o &%-%"%o$ of %-( o$&y f( (o&( (#( 0(&()(. fo# !( 0.y* So !(

0"-&( of )o$0-(#0 "0 $o ($o9! o 9($(#"&%( !( f%$.%$90 of !( 0.y*


41/63

T!( -"%$ 0o#)( of ."" fo# !( 0.y "0 #%-"#y ."" %! !( !(& of 0(&f:

".-%$%0(#(. (0%o$$"%#(0* H($)(6 !( )!"$)(0 of $/%"0(. %$fo#-"%o$ "#(

&(00*

P(o&( (#( !(0%"$ o .%0)&o0( !( #( f")0*

T!( )!"$)( of /%"0(. #(0o$0( )"$ /( (&%-%$"(. !o9! "&& $()(00"#y 0(0

(#( "($ o "5o%. !( 0"-(*

CHAPTER-.

DATA

ANALYSIS &

INTERPRETATION


42/63

DATA ANALYSIS

Dm'#!a;"i ;!'@i( '@ !%;'ndn1%

D(0)#%%5( #of%&( of #(0o$.($0 '$1>>+

GENDER

Fi#3.3,3 Dm'#!a;"i da1a @'! #nd!%


43/63

T!( "/o5( 9#"! %$f(#($)(0 !" -o0 of !( %-( -"&( 9($.(#0 "#( !( o$( !o 9o(0 fo# %-&0(

/y%$9 .()%0%o$ %*(* 88 "#( -"&( #(0o$.($0 %$ o# #(0("#)! !%&( f(-"&( )o-#%0(0 of o$&y

12 of !( o"& #(0o$.($0*

AGE

Fi#3.3*3 Dm'#!a;"i da1a 'n%id!in# di@@!n1 a# #!'$;%

F#o- !( 9#"! %0 ("0%&y 5%0%/&( !" !( "9( 9#o 2>:2< "#( !( o$( !o 9o -",%-- %-(0 fo#

%-&0( /y%$9 0%$)( !%0 %0 !( "9( 9#o !($ !(y "#( -o0 ")%5( !"5%$9 0o-( o(# of

#)!"0%$9 oo*

OCCUPATION

Fi#3.383 Dm'#!a;"i da1a 'n%id!in# 1"i! '$;a1i'n%


44/63

F#o- !( 9#"! %0 )&("# !" -o0 of !( %-&0( /y%$9 %0 /(%$9 .o$( /y 0.($0 !%)!

)o-#o-%0(0 of

o !( /0%$(00 o#%($(. (#0o$ "$. " &"0 o$&y ; )o-#%0(0 of !o0( %f(0*

Fa1'! Ana(2%i% @'! @a1'!% a@@1in# im;$(% 0$2in# di%i'n '@ C'n%$m!%

To )o$%$( o"#.0 !( -"%$ "$"&y0%06 f")o# "$"&y0%0 !"0 /(($ (#fo#-(. o %.($%fy !( (y

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#"%$90 (#( 0/() o #%$)%"& ",%0 f")o#%$9 %! 5"#%-", #o"%o$ o #(.)( o($%"&-&%)o&&%$("#%y "-o$9 !( %(-0 "$. o %-#o5( #(&%"/%&%y o$ !( ."" 'R(f(# T"/&( ; Ro"(.

F")o# M"#%,+* V"#%-", #o"%o$ '%! "%0(# No#-"&%"%o$ "0 )o$5(#9(. %$ ($y 0%,

%(#"%o$0* T($y S%, %(-0 (#( #(.)(. o 0(5($ o#!o9o$"& f")o# .%-($0%o$0 !%)!

(,&"%$(. 72*3


45/63

B"#&(@0 T(0 of A#o,* C!%:S"#( 1318*=1;S!(#%)%y Df *32< S%9* *>>>

Ta0( .3,3

ai%!-M2!-O(inWI$.(, fo# )o-"#%$9 !( -"9$%.(0 of !( o/0(#5(. )o:#(&"%o$ )o(ff%)%($ o !( -"9$%.( of

!( "#%"& )o##(&"%o$ )o(ff%)%($0X F#o- !( "/o5( "/&(6 ( )"$ %$(##( !" !(#( %0 $o (##o# %$

;>*


46/63

Ta0( .383 T'1a( Va!ian Ex;(aind

C'm;'n

n1

Ini1ia( Ei#n=a($% Ex1!a1i'n S$m% '@ S$a!d L'adin#%

R'1a1i'n S$m% '@ S$a!dL'adin#%


47/63

Ta0( .3.3 Di%1!i0$1i'n in di@@!n1 'm;'nn1%

Co-o$($ 1 E,&"%$ " 5"#%"$)( of 4*73


48/63

5"#%"$)( of 2;

Co-o$($ 2 E,&"%$ " 5"#%"$)( of 3*3>86!%)! %0 12*724 of !( o"&5"#%"$)( of 2;

3>*=37

Co-o$($ 3 E,&"%$ " 5"#%"$)( of 3*1>86

!%)! %0 11*=>4

Co-o$($ 7 E,&"%$ " 5"#%"$)( of 1*;>>>


49/63

Ta0( .3:3 C'm;'nn1 Ma1!ix

T!%0 "/&( #(o#0 !( f")o# &o".%$90 fo# (")! 5"#%"/&( o$ !( $#o"(. )o-o$($0 o# f")o#0*

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50/63

E,#")%o$ M(!o. P#%$)%"& Co-o$($ A$"&y0%0*

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Ta0( .3 R'1a1d C'm;'nn1 Ma1!ix

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51/63

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S1< Po&"#%y of #o.)

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52/63

Fa1'! *

S8 V"#%o0 0)!(-(0 &%( '/y 1 9( 1 f#((+

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S1= %$. of #o.) !%)! yo "#( /y%$9

Fa1'! 8

S7 A$y (5($ o#9"$%(. /y o#9"$%"%o$

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S*: T#".%%o$0 "$. )0o-0

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Fa1'!

S* D%0)o$ off(#0 #(9"#.%$9 #o.)

Fa1'! 6


53/63

S, C!"$9%$9 #($.0 %$ 0o)%(y

S*8 S()%"& o))"0%o$0

Ta0( .373 C'm;'nn1 S'! C'@@iin1 Ma1!ix

C'm;'nn1

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0"(-($ "ff()%$9 !( f")o# 'o$ !( /"0%0 of T"/&( 7+


54/63

CHAPTER-:


55/63

CONCLUSIONS

ANDSUGGESTION

CONCLUSIONS AND FINDINGS

S%$)( I$.%"$ #("%& -"#( %0 )o$%$o0&y %$)#("0%$96 (o&( "#( #)!"0%$9 9oo.0 "0 !(#( %0

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I %0 %-o#"$ fo# !( #("%& &"y(#0 o /( "/&( o $.(#0"$. !( .%ff(#($ f")o#0 "ff()%$9 !(

(,($ %$ %-&0( /y%$9 /(!"5%o#*

T!( f")o# "$"&y0%0 #(0&0 %$.%)"( !" Fa1'! , 'T"/&( 7+ !%)! )o$0%00 of I$fo#-"%o$

#o5%.(. /y )0o-(#0 : A.5(#%0(-($ of #o.) %$ #%$ "$. 5%0"& -(.%"6 V"#%o0

#o-o%o$"& ")%5%%(0 #(9"#.%$9 #o.)6 Ho#.%$9 "$. "-!&(0 of #o.)6 P")"9%$9 of

#o.)6 P&")%$9 of #o.) %$ 0o#(6 E-o%o$"& "")!-($ %! #o.)6 B(!"5%o# of 0"&(0

(#0o$6 Po&"#%y of #o.)6 T!( (#0o$ %! !o- yo "#( 9o%$9 fo# 0!o%$9 "#( !( -"%$


56/63

f")o#0 fo# %-&0( /y%$9 /(!"5%o# !%)! /#o".&y .(f%$(0 "/o !( Em'1i'na( a;;a( '@

ad=!1i%mn1%3

Fa1'! *%$)&.(0 5"#%o0 0)!(-(0 &%( '/y 1 9( 1 f#((+6 Co-"%/%&%y of "$o!(# #o.) %!

!( #o.) yo "#( /y%$96 I$f&($)(. /y o!(# (o&(6 %$. of #o.) !%)! yo "#( /y%$9

C0o-(#0 %-&0( /y%$9 .()%0%o$ )"0%$9 " 5"#%"$)( of 3*3>8*T!%0 0!o0 !" %-o#"$)( of

%$f&($)( of o!(# (o&(0 o$ /y%$9 /(!"5%o# of )0o-(#0*

Fa1'! 86 %$)&.(0 f#o- T"/&(:7 6A$y (5($ o#9"$%(. /y o#9"$%"%o$) D%0&"y of #o.) %$

0o#(6 Yo# (#)(%o$ "/o 0"5%$9 "$. %$5(0-($6 T#".%%o$0 "$. )0o-06 5"#%o0 f(0%5"&

.%0)o$0 o$ #o.)6 !%)! %$ o"&&y 0!o0 !( .%#() %-") #o.) &")(-($ %$ !( 0o#(0 %$

" #("%& o&( &%( V%0!"& M(9" -"# B%9 B"""#*

Fa1'! .%$)&.(0 P#%)( of #o.)6 yo# %$)o-( 0"06 "$. S"$."#. of &%5%$96 !%)! )&("#&y

.(f%$(0 !( %$.%5%."& #)!"0%$9 o(#*

Co$%$%$9 %! !( $(, f")o#: Fa1'!% :%$)&.(0 A5"%&"/%&%y of #o.)6 R(%#(-($ of

#o.) %$ f(0%5"& 0("0o$ !%)! 0!o0 !" .%0)o$ off(#0 .#%$9 f(0%5"& 0("0o$0 "#")

)0o-(#0 fo# !(%# %-&0( /y%$9 /(!"5%o#*

K!%&( Fa1'! %$)&.(0 D%0)o$ off(#0 #(9"#.%$9 #o.)6 fo)0%$9 o$ (ff()%5( #%)( "$.

.%0)o$ 0#"(9%(0 !%)! %0 %$ /#o9! /y !( #("%& &"y(#0 %$ o#.(# o "#") !(#( o($%"&

)0o-(#0*

A &"0 Fa1'! 6%$)&.(0 C!"$9%$9 #($.0 %$ 0o)%(y6 0()%"& o))"0%o$0 !%)! 0%9$%f%(0 !" !o

-)! o."y "&0o (o&( 9%5( #(f(#($)(0 o !( #".%%o$0 "$. #%"&0 .#%$9 f(0%5"& 0("0o$ !" %

!"0 )#("(. " (-o%o$"& /o$. !%)! #(0&0 %$ %-&0( /y%$9 /(!"5%o#* O5(#"&&6 5"#%o0 %$(#$"&

"$. (,(#$"& f")o#0 "ff()0 !( %-&0( /y%$9 /(!"5%o# of !( )o$0-(# !%)! %0 (,&"%$(. /y

!( "/o5( f%$.%$90

Fi# :3,3

IMPULSE BUYING BEHAVIOR MODEL


57/63

A&!o9! !( 0.y "0 )o$.)(. o$ " 0-"&& o&"%o$ o f%$. I-&0( By%$9 B(!"5%o# of !(

)o$0-(# I$ V%0!"& M(9" -"# "$. B%9 B"""#6 !( f%$.%$9 of !( 0.%(0 )"$ /( 9($(#"&%(. o

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1* E-o%o$"& "("& of ".5(#%0(-($0

2* B#"$. %-"9( of !( #o.)3* P#o.) &")(-($ %$ !( 0o#(

4* I$)o-( of !( )0o-(#


58/63


59/63

BIBLIOGRAPHY

R@!n%

A&%)( H"$&(y "$. M"#% S* K%&!(&- '1==2+*Co-&0%5( /y%$9 A$ (,&o#"%o$ %$o 0(&f

(0((- "$. -o$(y "%.(0* Jo#$"& of ()o$o-%) P0y)!o&o9y 13


60/63

A5%5 S!o!"- "$. M"" M"o5() B#($)%) '2>>3+* Co-&0%5( /y%$9 /(!"5%o#* Jo#$"&

of )o$0-(# -"#(%$96 Vo& 2>6 No*2* C(&%" #"y H"y!o(6 L"#($ L(")!6 P"-(&" R* T#$(# '1===+* D%0)#%-%$"%$9 !( $-/(#

of )#(.% )"#.0 !(&. /y )o&&(9( 0.($0 0%$9 )#(.% "$. -o$(y "%.(0* Jo#$"&

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