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An Empirical Study on the Factors Influencing Consumers’ Impulse Buying Behavior and Analyzing Consumer Satisfaction towards
Reliance Fresh Store, Gopobondhu Square, Bhubaneswar
Submitted by:
RISHABH MAITY
(BIM 0914 BM 008)
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Objective Of The Study
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Impulse Buying Concept
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Research Methodology
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How many times in the past you have noticed impulse purchase behavior within you?
1 2 3 4 More than 419 14 32 71 164
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Are you satisfied with your latest impulse behavior?
Yes No Maybe186 73 41
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The brand of product on each unplanned purchase is
New Brand Familiar Brand Do not Know239 56 5
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The products that you have purchased through impulse purchasingChocolate
sShaving needs
Frozen desserts
Skin care product
Food items
Nonfood items
181 61 162 49 86 103
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Ratings of External Stimuli
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Ratings of Internal Stimuli
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Ratings of Environmental Stimuli
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Consumer Satisfaction vs. Average Monthly Expenditure
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Age of Consumers vs. Average Monthly Expenditure
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Gender vs. No of Times of Impulse Buying
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Hypothesis Testing
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Stimuli Chi Square Value
Critical Value @ 5% Significance Level
Psychological 44.06 11.07 YAmbience 55.23 9.48 Y
Price 73.93 9.48 YService Quality 4.76 9.48 N
Merchandize Display 88.67 9.48 YPromotional Schemes 168.23 9.48 Y
Need 8.47 9.48 NDesire 3.46 9.48 N
Curiosity 81.47 9.48 YTV Advertisements 152.37 9.48 Y
Visual Merchandising 196.4 9.48 YInternet 219.2 9.48 YFamily 179 9.48 Y
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Regression Analysis
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Consumer Satisfacti
on
Mean Monthly
Expenditure
55662.28070
2
44994.50549
5
33371.21212
1
2 3220
1 812.5
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x Mean x y Mean y
x - mean x
y - mean y(x - mean x) X (y - mean
y)
(x - mean
x)2
5
3
5662.280702
3612.099664
2 2050.181038
4100.362076 4
4 4994.505495 1 1382.40583
11382.40583
1 1
3 3371.212121 0 -
240.887543 0 0
2 3220 -1 -392.099664 392.099664 1
1812.5
-2-
2799.599664
5599.199328 4
SUM=11474.0669
SUM=10y = 1147.40669 x + 169.879594
LINE OF GOOD FIT
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Consumer Satisfactio
n
Mean Monthly
Expenditure
55906.91304
4
44759.50635
4
33612.09966
4
22464.69297
4
11317.28628
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FINDINGS
1. 55% of people have noticed impulse buying behavior for more than 4 times within them in the past.
2. 62% of the customers are satisfied with their latest impulse behavior.
3. 80% of people go for new brands in impulse buying.4. Chocolates and frozen desserts are the highest selling items due
to impulse buying.5. Promotional schemes play the highest role in impulse buying of
the customers.6. Internet and advertisements play the highest role in impulse
buying of the customers. 22
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CONCLUSION From the research work it can be concluded that the customers
really go through the impulse buying behavior in a great extent and they are somehow satisfied with their shopping characteristics.
There are various factors which influence their impulse buying behavior and can trigger the impulse buying behavior.
So if they become more satisfied they will increase the expenditure which will trigger more revenue. So the factors play a major active role in impulse buying behavior and also passively in the revenue generation
The findings of the research are useful for the retailer and the strategy makers to improve their merchandise assortment and shopping environment, including the various factors which trigger impulse buying behavior among the consumers and also trigger the revenue generation.
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