STUDENTS' CORNER

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 CBS LINE

Volume 4(5)

Consumer Impulse Buying Behavior: A Study Based on Empirical Findings

Niyafa Nasreen
M A Economics
Farook College

Consumer impulse buying behavior refers to unplanned and spontaneous purchases driven by emotional, psychological, and environmental factors. In the modern era, impulse buying has increased significantly due to advancements in marketing strategies, digital platforms, and changing consumer lifestyles. Businesses actively design retail environments and promotional strategies to stimulate such behavior.

The present study reveals that impulse buying is more prevalent among younger individuals, especially students, who are highly exposed to social and digital influences. Their engagement with trends, technology, and peer groups increases their tendency to make spontaneous purchases. Gender differences are also evident, with female consumers showing a relatively higher inclination toward impulse buying compared to males. Similarly, unmarried individuals demonstrate greater flexibility in spending, making them more prone to impulsive purchases than married individuals with financial responsibilities. Psychological and emotional factors play a crucial role in influencing impulse buying behavior. Feelings such as happiness, excitement, and positive mood significantly encourage spontaneous purchases. Social factors, particularly shopping with friends or family, further amplify this tendency, highlighting the role of peer influence in shaping consumer decisions.

Marketing strategies remain one of the strongest drivers of impulse buying. Discounts, promotional offers, and attractive packaging stimulate immediate purchase decisions, while social media advertisements emerge as a highly influential tool compared to traditional advertising methods. Repeated exposure to advertisements also reinforces consumer interest and increases the likelihood of unplanned purchases.

The income-based findings of the study can be explained using the Keynesian Consumption Theory, which states that consumption increases with income. The dominance of middle-income consumers indicates that individuals with moderate earnings have sufficient disposable income to engage in impulse purchases after meeting their basic needs. Similarly, higher-income groups exhibit a greater tendency toward consumption due to increased purchasing power. In contrast, lower-income individuals prioritize essential spending, limiting their involvement in impulse buying. Thus, the study supports the Keynesian view that income plays a significant role in determining consumption behavior, including impulsive purchasing patterns.

The findings also highlight important financial implications, as frequent impulse buying can affect savings, increase financial stress, and occasionally lead to borrowing. Thus, impulse buying behavior is a multidimensional phenomenon requiring a balance between consumption and financial discipline. impulse buying is influenced by multiple factors, including demographics, emotional triggers, marketing strategies, and financial stability. Young adults, particularly students and female consumers, are more like to impulse purchases, often driven by happiness, discounts, and social media advertisements. The discounts, advertisements, and peer influence encourage impulse buying. While many consumers recognize the impact of impulse buying on their financial well-being, only a few actively track or set limits on their spending.


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