STUDY OF FACTORS EFFECTING THE IMPULSE BUYING BEHAVIOUR OF CUSTOMERS IN TEXTILE/APPAREL INDUSTRY

This research paper is an effort to find the variables/factors that effects Impulsive buying behaviour of the customers based on textile and apparel industry. This impulse buying behaviour further will lead to the sales for the companies. Here we have tried to find the impact of various impulse buying factors like the impact of sales and promotions, placement of product, window marketing, social pressure, culture, etc. on consumer impulse buying behaviour. The study found that are many factors which change the buying behaviour of the customer such as: in store atmosphere, display at Purchasing Point, convenience of shopping, location of the store, characteristics of the product, quality of the product, availability of branded and special items, Size of the store, store image, variety seeking behaviour, discounts available, packaging of products and in store displays etc. All of the above-mentioned factors were considered while deciding whether impulse buying behaviour impacts purchasing decisions of the customers. In this research paper, 100 questionnaires were sent to a plethora of people and the effective rate was 78%, viz. 82 people out of 100 were affected by one of the variables which led to sale of the product related to the apparel industry. The test data was analysed by linear and logistic regression and it was found that the external and the internal factors impact the purchasing patterns of the customers while making purchase decisions. Also, the, implications for managers are discussed in the paper.