THE IMPACT OF DEMOGRAPHICS ON THE IMPULSE BUYING BEHAVIOUR WITH RESPECT TO THE PURCHASE OF GROCERY PRODUCTS

Purpose – The objective of this study is to find out the impact of demographics (age, income and gender) on the impulse buying behaviour for the purchase of grocery products. Design / Methodology/ Approach - Exploratory analysis using quantitative approach is employed. The sample is drawn from the individuals who visited Reliance Fresh and Big Baazar (two important retail chains in India). Findings – The relationship of gender and age with impulse buying behaviour is not significant. There is a positive relationship between income of the consumers and their impulse buying behaviour. Originality / Value – After critically analyzing the literature on impulse buying, certain gap areas were identified. Only a few studies have focused on the impulse buying of grocery products. In the Indian context very, limited studies have explored the impulse buying behaviour of the consumers in Odisha.