Intrinsic and Extrinsic Factors in Impulsive Buying Behavior in Organized Retail Context

This research examines the effect of different intrinsic and extrinsic factors influencing the impulsive buying behavior. Researcher presents the frameworks which demonstrate the interplay between intrinsic and extrinsic factors and its impact on purchase decisions. The grocery shopper people from Mumbai region were surveyed for this purpose. The results indicate that the product characteristics are dominant over retail characteristics. The intrinsic factors like culture which consists of collectivism and individualism, self esteem and personality were having moderate effect on impulsive buying behavior. Materialistic people were having significant impact on impulsive buying behavior. The product characteristic like product mix design, price and discounts, hedonic nature of product and store atmosphere were having significant impact on impulsive buying behavior. The special display of the product was having less significance in impulse buying behavior. Different promotional activities and choosing the right product mix were crucial to increase the fruit fall through consumer buying behavior. Kuldeep D. Ghorapade "Intrinsic and Extrinsic Factors in Impulsive Buying Behavior in Organized Retail Context" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-1 , December 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47788.pdf Paper URL: https://www.ijtsrd.com/management/retail-marketing/47788/intrinsic-and-extrinsic-factors-in-impulsive-buying-behavior-in-organized-retail-context/kuldeep-d-ghorapade